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Driving Business Growth and Public Confidence through Strategic Executive Communications

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In 2005, Bank of America aimed to enhance business growth and public confidence through effective executive communications targeted at key audiences. Recognizing that trust in leadership influences investment, purchasing, and policy decisions, the initiative focused on several strategic objectives, including brand confidence, investor loyalty, and associate engagement. Tools such as a shared executive calendar, audience surveys, and communication planning templates were developed to optimize communication efforts and measure their effectiveness across various channels.

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Driving Business Growth and Public Confidence through Strategic Executive Communications

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  1. Executive Communications 2005 Goal: Drive business growth and public confidence in Bank of America through executive communications with key audiences Rationale: Confidence in a company’s executive leadership has a direct impact on how key audiences view the company and the purchase, investment, employment or policy decisions they make. Strategic Objectives: Business development * Brand and public confidence * Investor confidence Associate confidence and loyalty * Public policy Strategic priority – Green Belt I Executive Communications Planning & Metrics Strategic priority – Green Belt II Venue & Calendar Management Strategic Priority – Green Belt III Executive Communications Effectiveness Strategic priority – Green Belt IV Executive Publishing & Secondary Marketing

  2. Executive Communications 2005 Reputation Drivers (Fortune magazine, 2004) Quality of Management Quality of Mngmt.

  3. Executive Communications – New Tools Exec. Comm. Planning & Metrics Venue & Calendar Management • Speech Venue Access Database • Shared Access Database in which team can log information about public venues, search for venues by topic, audience or market, and enter feedback for future users. • Shared Outlook Executive Calendar System • System of shared Outlook calendars includes individual calendars for each RCC member maintained by their comm team, and an aggregate “master” calendar tracking major comm activities and travel of RCC as a whole. • Executive Communcations Planning Template • Provides consistent tool for analyzing comm goals, audiences, channels and desired outcomes, and plotting strategy and tactics for each exec • Exec Comm Metrics Spreadsheets • Provides shared, linked spreadsheets to track executive communications activity for each RCC member individually and in aggregate, by quarter and YTD. General Exec Comm Process Support Executive Communications Effectiveness • Exec Comm Effectiveness Audience Surveys • Series of survey templates for use in a variety of internal or external events, to track effectiveness of exec comm over time. • Knowledge Channel Effectiveness Online Surveys • Consistent online survey template to be used after each Knowledge Channel broadcast by an RCC member • Executive Communications Speech Event Checklist • A checklist affixed to the inside cover of the file folder for any given event that enables associates to track progress against process requirements of all four Executive Communications Green Belt projects.

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