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experience
Global management and technology consulting organization
Message Development Training
Through interviews with marketing communications professionals, Therese Beale identified gaps in existing message development processes
and determined preferences for a new day-long training program. Best practices in message development were researched through an
evaluation of the messaging processes of five multinational corporations and leading communications firms, plus studies in persuasive
communication theory. The research resulted in an eight-hour message development workshop created expressly for the organization's marketing
professionals. Workshop materials include a package of prework exercises and a primer on message development, plus a participant binder full
of detailed notes and job aids for using the new message development model.
Therese Beale has facilitated the workshop worldwide in nine offices for more than 160 professionals since the program became a part of the
organization's marketing communications training curriculum in May 2000. Participants value the model for its structured focus on audience
issues and its link to the brand positioning for any messages created throughout the firm. Comments from participants across the company
include:
"Therese is obviously very knowledgeable and experienced in message development. I thoroughly enjoyed the course."
"The training was very applicable for all types of participants and backgrounds."
"This is an excellent workshop; I'd definitely recommend it to my colleagues."
Therese Beale has worked extensively with a leading provider of management and technology consulting services and solutions
that has thousands of people located in more than 40 countries.
The ability to craft compelling messages is a vital skill for the 600-plus members of the organization's marketing and communications
business practice. While various message development approaches had been used for years, practice leaders wanted a streamlined message
development model that would produce clearly differentiated messages and consistently reflect the firm's global brand positioning.
"This is an easy framework to develop effective messages."
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Services Provided Include:
Message Development Consulting