Strategic Communication & Marketing Plan€¦ · Recognition and Reward. Strategic Communication & Marketing Plan U pdated 12/13 /07 . What’s Changing • New Recognition and Reward

Recognition and Reward Strategic Communication & Marketing Plan

Updated 12/13/07

What’s Changing • New Recognition and Reward collateral, tag and program names reflecting the new Bank of America brand will be launched (in waves) February – March 2007 • The OUS Spirit Rewards merchandise program will launch in 2 phases: Phase 1 – Oct 1 (non-Arinso countries), Phase 2 – Nov. 1 (Big 4) • New Recognition and Reward manager online training will be launched March 2, 2007 • New Recognition and Reward partnerships/sponsorships will be announced throughout the year to provide expanded opportunities for associate use and

engagement of programs

Associate Impacts

Event/Process Audience Current State Target State Audience Action Required

Impact level (H/M/L

US Impact

Int’l Impact

Likely Reaction (pos/neg/neutral)

Name of event or process that is changing

Who is the target audience?

How does the event or process work today?

What’s changing?

What does the target audience need to know or do differently?

Is the impact high, medium or low?

Yes/No Yes/No How is the target audience likely to feel about the change?

New R&R collateral & program names

BAC U.S. based associates

Old R&R collateral and program names

New R&R collateral will align with new BAC brand

Discard old collateral and begin use of new

High Yes No Neutral to Positive

OUS Spirit Rewards merchandise program

BAC OUS associates

Varies: from non-existing to various regional programs (i.e. OUS Visa cards)

New OUS program

Consistent new program for OUS associates will replace any current program

High No Yes Positive (could trend to negative given region)

New R&R manager online training Managers No existing training

New training for managers

Managers will be required to take the training

Medium Yes Yes Neutral (could trend to negative if mandatory)

New R&R partnerships/sponsorships

All associates

Non-existing partnerships

Expanded opportunities to utilize R&R program

Awareness, participation

Medium Yes No Positive

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Communication Plan Goal To influence the development of behaviors which demonstrate an understanding and appreciation of a recognition and reward culture at Bank of America and thereby have a positive impact on associate satisfaction and retention, and the achievement of Hoshin targets.

Situation Analysis Background/Opportunities: • Informational interviewing indicates an interest in the following subjects or topics:

- Awareness-based R&R information - Updated centralized resources - Messages and tactics that can be used across the corporation - Messages and tactics that are targeted at management engagement.

• The timing is good for BAC R&R material to be revised to reflect changes, progress, additions, etc. A process to assure regular communications (not just event driven) is necessary.

• Associate awareness of R&R and the corporation’s commitment can be deepened and expanded. • Increase associate satisfaction and retention by strong management awareness and engagement Responding Strategies Use 3-level approach: 1) Launch of new U.S. R&R collateral & management engagement (March 2007) [See Addendum A.], 2) Launch of OUS merchandising program (Oct 1/Nov 1, 2007), 3) Ongoing and partnership/sponsorship communications. • CORPORATE-WIDE FOCUS – Collateral and efforts will respond to new BAC brand. • FLEXIBILITY – Content will be adaptable by stakeholders to different devices. • CONSISTENCY – Familiar themes and content will resonate through all messages, and will appear regularly. • INTEGRATION – All Recognition and Reward programs communications will be integrated to reflect one integrated program (not event driven silos) • CO-OPERATION – All appropriate stakeholders will be used to deliver results. Champions will be encouraged to work across LOBs. • ESTABLISHED CHANNELS – When possible and appropriate, existing devices will be leveraged. • DIVERSIFY CHANNELS – Utilize various communications tools to maximize exposure and awareness of the programs and maintain freshness of message.

Communication Objectives Through general and targeted communications: • Promote and increase usership of the R&R program as a source of associate satisfaction and retention. • Create strong manager/associate awareness of new R&R collateral, program names and tools and direct them to the appropriate sources to easily access them. • Articulate the value of leadership team involvement in recognizing associates. • Support the transition of any existing OUS R&R programs by painting an exciting view of the future program and its benefits. • Sensitize OUS communications to minimize noise and help associates understand the need for the consistent R&R program.

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Audiences Senior Leadership:

- All senior managers regularly demonstrate a commitment to Recognition and Reward. - Leadership’s awareness, expertise, and commitment will grow through targeted devices and tactics. - Hoshin goals are achieved.

Managers (U.S. based and OUS):

- Managers advance Recognition and Reward in their areas through structures and messages provided by the corporation. - Middle management embraces the principles of Recognition and Reward and the tactics that support it. - Recognition and Reward becomes business-as-usual for all areas.

R&R Champions (R&R team, Global HR Managers): - Best practices are shared across functions and regions. - Efforts bridge the gaps between managers and core team efforts - Exceptional associate achievements LOB efforts are celebrated and recognized.

Associates (U.S. based and OUS): - Awareness of the company’s Recognition and Rewards goals and programs grows. - Recognition and Reward programs, names and differences in programs are understood and celebrated. - Associate satisfaction and loyalty increases due to the company’s commitment, and influences customer satisfaction.

Key messages General: • In March 2007, Bank of America is launching the new look of the Recognition and Reward program – new names, same program. • Spirit Cards are the easiest way to recognize a teammate for demonstrating Bank of America’s core values or living the Bank of America Spirit behaviors. • Visit the Recognition & Reward Web site at http://recognition.bankofamerica.com for complete program rules and to submit a Spirit Card online. • New tag: Recognize someone today. (overall R&R) [See Addendum B.] • Sub-tags: Celebrating success has its rewards. (Award of Excellence and Anniversary Awards) Recognize. Reward. Lead. (Manager engagement) Manager: • Managers have a powerful tool close at hand: the Bank of America Recogntion and Reward program. • Managers now have a new online training tool to help you take full advantage of this program. This is important for you to better understand the program and how it

can help you increase associate satisfaction and retention and meet your Hoshin goals. • Bank of America has made recognizing and rewarding your associates simple. The R&R tools are, easy to use and could help you better locate the documents, learn

ideas from other managers and share best practices. OUS: • In 4th Quarter 2007, Bank of America of America is launching the new OUS Sprit Rewards Merchandise program. • The OUS Spirit Rewards merchandise program will launch in 2 phases: Phase 1 – Oct. 1. (non-Arinso countries), Phase 2 – Nov. 1 (Big 4). • The Visa Gift Card program will be discontinued as of Oct 12, 2007. • Changes in the current program are necessary to provide additional capabilities to reward and recognize Bank of America associates in the future. • When it is launched, the new OUS Sprit Rewards Merchandise program will provide consistency for the company and will allow most OUS locations to participate. • This is an exciting time for our OUS managers and associates

http://recognition.bankofamerica.com/

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Measurement • Program measurement details as determined (i.e. overall awards given, increase in annual Award of Excellence nominations, etc.) – TBD • Associate surveys / VOC – TBD • Management surveys / VOC – TBD • Management online training exit surveys – TBD • Management online training usage reports • Web site usage quarterly reports

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Communication tactics: Recognition and Reward Timing Audience Message/Purpose Vehicle Accountability Launch of new U.S. R&R collateral & management engagement – Soft launch Mar 2, 2007, Full launch Mar 8, 2007

1. Dec 6, 2006 R & R leadership Conceptual launch of new R&R collateral Meeting presentation Brand R&R Corp. Comm.

2. Jan 23, 2007 All associates Promotion of the R&R program, including graphic of new design Benefits News Corp. Comm. R&R

3. Feb 13, 2007 Various LOB associates

Video of Kevin Cronin, R&R exec promoting overall R&R program, new collateral launch, new manager online training, associate contest

Sneak preview of new collateral Call to action Video will be available for collateral launch articles, emails, LOB KCBs

KCB segment (CAO/Steele Alphin)

Corp. Comm. R&R

4. Feb 13, 2007 CAO associates R&R video premier at Global HR KCB Sneak preview of new collateral Call to action

KCB segment (CAO/Steele Alphin)

Corp. Comm. R&R

5. Feb 15, 2007 Managers who have completed the online training

Content for the Spirit Card sent to managers when they complete the online training

Targeted Spirit Card Corp. Comm. R&R

6. Feb 26, 2007 Consumer Divisional Leads, Banking Center Managers

Consumer Division heads up with summary of upcoming launch, advance copy of manager guide and associate postcard, and link to new R&R collateral

Targeted email Karen Wilson R&R Corp. Comm.

7. Feb 27, 2007 L&OE associates R&R video at Learning & Organizational Effectiveness KCB Sneak preview of new collateral Call to action

KCB segment (L&OE group)

Corp. Comm. R&R

8. Feb 28, 2006 Call Center associates

Call Center heads up with summary of upcoming launch, advance copy of manager guide and associate postcard, and link to new R&R collateral

Targeted email Corp. Comm. R&R

9. Feb 28, 2007 HR Managers HR Integration heads up summary of upcoming launch, advance copy of manager guide and associate postcard, and link to new R&R collateral


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10. Mar 2, 2007 All associates New R&R collateral release online R&R collateral Brand R&R Corp. Comm.

11. Mar 2, 2007 All associates R&R web site refresh with new collateral R&R web site Corp. Comm. R&R

12. Mar 2, 2007 HR managers Targeted heads-up email to HR Managers about launch of new R&R material manager online training & R&R manager “starter” kit

Use the new “Recognize someone today” tag line for the email.

Email Corp. Comm. R&R

13. Mar 2, 2007 HR associates HR Division site article about launch of new R&R material and manager online training

HR Division site Corp. Comm. R&R

14. Mar 2, 2007 All associates Personnel Online site article about launch of new R&R material and manager online training

POL site article Corp. Comm. R&R

15. Mar 3, 2007 R&R Managers/ R&R Partners

“What’s New in R&R” email about upcoming R&R launch and ordering instructions

Targeted email R&R Corp. Comm.

16. Mar 6, 2007 HR / LOB managers / R&R Marketing partners

“Coming soon!” email teaser about manager “starter” kit and announce manager online training



17. Mar 6, 2007 Enterprise Credit Risk associates

R&R video at Enterprise Credit Risk KCB Sneak preview of new collateral Call to action

KCB segment (ECR group)

Corp. Comm. R&R

18. Mar 7, 2007 HR Managers Debrief at HR Integration meeting about the new R&R collateral, manager online training and associate contest

Meeting presentation Kelli Cutright Corp. Comm.

19. Mar 8, 2007 LOB managers & R&R partners

MAILING #1 – Targeted mailing (R&R manager “starter” kit) to managers with new collateral material Starter kit contents:

Portfolio to hold contents of the kit – 1 Cover letter – 1 R&R Manager Guide – 1 Spirit Cards – packet of 5 Spirit Rewards certificates – packet of 5 Overall R&R poster – 1 Spirit Awards (Spirit Card & Spirit Medallion together) poster – 1 Spirit Award of Excellence poster – 1 R&R wallet cards – packet of 5 Note cards – packet of 5 Envelopes/mailer – packet of 5

Targeted mailing (manager “starter kit”)

Brand Corp. Comm. R&R

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20. Mar 12 – Dec. 31, 2007

Targeted managers Ongoing email to managers who complete the R&R manager online training Targeted email Corp. Comm. R&R

21. Mar 14, 2007 All associates with online access

Promotion of the R&R program, including graphic of new design & links to R&R web site

Flagscape Corp. Comm. R&R


Article with new collateral & associate contest rules R&R Web site Corp. Comm. R&R

23. Mar 14, 2007 All associates MAILING #2 – Associate engagement about R&R program and associate Rewards Points contest

Associate postcard Corp. Comm. R&R


Promotion of the R&R associate contest Flagscape “Your Messages” announcement

Corp. Comm. R&R

25. Mar 19, 2007 LOB managers/banking centers

MAILING #3 – Bank of America Rewards program material Promotional kit contents:

Folder to hold contents of kit – 1 Cover letter – 1 Rewards products points value poster (lower categories) – 1 Rewards catalog – 1

Rewards program promotional kit

Corp. Comm. R&R Brand

26. Mar 19-25, 2007 All associates with online access

Promotion of the R&R program & contest, including new tab Run #1: Flagscape home page

Flagscape “Marketing Module”

Corp. Comm. R&R

27. Mar 26-Apr 1, 2007

All associates with online access

Promotion of the R&R program & contest, including new tab Run #2: Flagscape “Benefits & Pay” page


Corp. Comm. R&R

28. Apr 2-8, 2007 All associates with online access

Promotion of the R&R program & contest, including new tab Run #3: Flagscape “Our Company” page


Corp. Comm. R&R

29. Apr 9-15, 2007 All associates with online access

Promotion of the R&R program & contest, including new tab Run #4: Flagscape home page


Corp. Comm. R&R

30. May 4, 2007 Winners of associate contest

Notify winners of contest, when will receive points Targeted email Corp. Comm. R&R

31. May 14, 2007 All associates with online access

Announcement of R&R associate contest winners Flagscape R&R Website

Corp. Comm. R&R

32. June 5, 2007 All associates with online access

“Off the Shelf Update” newsletter devoted to the promotion of the announcement: “New Recognition and Reward items on Off the Shelf”

“Off the Shelf Update” Newsletter


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Pre-launch of OUS Spirit Rewards Merchandise program – February 2007 33. Feb 23, 2007 HR, Leadership

Team Announce state of affairs and timing to launch SR to OUS associates Targeted email Kevin Cronin

34. Feb 23, 2007 Key partners Announce state of affairs and timing to launch SR to OUS associates Targeted email Kevin Cronin / HR partners

35. Mar 7, 2007 Leadership Team / R&R partners

OUS R&R update Targeted email Kevin Cronin

36. May 21, 2007 R&R managers R&R manager OUS R&R package: • Overall communication plan, key messages, timeline • Explain R&R manager role – critical • Manager engagement – critical • Budget process • Criteria communication?? • Management accounts

Targeted communication

R&R

37. June 5, 2007 R&R partners, Country Managers, HR partners

“State of affairs” update on OUS R&R launch Targeted email Kevin Cronin Karen Terrell

38. June 8, 2007 Country Managers / HR partners

UAT “1st alert” – Heads up regarding UAT testing: Messages: • Why we need them to test • When to expect the information to begin testing • Thank you for support

Targeted email Karen Terrell

39. June 15, 2007 Country Managers / HR partners

UAT “2nd alert” - Notice to UAT participants to test process: Messages: • How to test procedures • Keep item as a thank-you gift


40. June 29, 2007 Call Center associates

Call Center heads up about the R&R OUS launch (timeline, FAQs). Have OUS Regional Contacts ensure OUS Call Centers are updated as appropriate.

Targeted email R&R

41. June 29, 2007 UAT participants • UAT “1st survey” on ordering process • Survey due back on July 6

Targeted email Karen Terrell Corp Comm

42. July 20, 2007 Asia HR partners • Asia HR communication to explain the benefit of the Spirit Rewards program


43. July 30, 2007 UAT participants • UAT “2nd survey” on delivery process • Survey due back on Aug 3

Targeted email Karen Terrell Corp Comm

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44. Sept 13, 2007 R2 account holders Notification that Visa program will be discontinued as of Oct 12, 2007 and timeline to introduce SR merchandise

Targeted email R&R Corp. Comm.

45. Sept 26, 2007 All associates with online access (US-based & OUS)

• Announce OUS R&R Spirit Rewards launch • Globalization of R&R • The Spirit Rewards program will soon be accessible to our OUS

associates • Explain phases (non-Arisno-Oct 1, Big 4-Nov 1) • This is an exciting time for our associates • Link to R&R web site (directed to US site or OUS site as appropriate)

Global Flagscape – US, regional sites as appropriate

R&R Corp. Comm.

46. Sept 25, 2007 All associates with online access (US-based & OUS)

• Announce OUS R&R launch • Globalization of R&R • The Spirit Rewards program will soon be accessible to our OUS

associates • Explain phases (non-Arisno-Oct 1, Big 4-Nov 1) • This is an exciting time for our associates • Link to R&R web site (directed to US site or OUS site as appropriate)

Global R&R web site R&R Corp. Comm.

47. Oct 1, 2007 Visa cardholders Notification to Visa cardholders that Visa cards will not be renewed upon expiration as of Jan 2008

Targeted email Card Services R&R

48. Dec 12, 2007 Visa cardholders Reminder to Visa cardholders that Visa cards will not be renewed upon expiration as of Jan 2008

Targeted email Card Services R&R

PHASE I (Non-Arisno countries): Launch of OUS Spirit Rewards Merchandise program – Oct 1, 2007 49. Sept 3, 2007 R&R partners,

Country Managers, HR partners

HEAD’S-UP: 1st manager communication (1 version: English) Messages: • Introduction to the Bank of America Recognition & Reward programs

(emphasis on the Spirit Rewards program) • Manager’s role in education & promoting R&R to associates • Notification that Visa program will be discontinued as of Oct 12, 2007 Attachment: • Manager guide, including talking points for managers and FAQs

Targeted email to OUS managers with direct reports

R&R OUS contacts Corp Comm

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50. Sept 17, 2007 R&R partners, Country Managers, HR partners

IT’S HERE: 2nd manager communication (1 version: English) Messages: • Reinforce manager’s role in promoting R&R to associates • Encourage managers to use Spirit Cards • Reminder that Visa program will be discontinued as of Oct 12, 2007 • Link to R&R web site Attachments: • PowerPoint presentation / meeting guide • New Spirit Rewards poster (tentative) • Overall R&R programs poster

Targeted email R&R OUS Contacts Corp Comm

51. Sept 28, 2007 Targeted OUS managers

Manager account tutorial: manager training on Mgmt Accounts and redemption process. Goes out with Mgmt Acct email that acct is open.

Targeted email R&R Manager

52. Oct 3, 2007 General OUS associate population

Associate communication to promote the R&R program: Messages: • Welcome to the Bank of America Recognition & Reward programs • Create excitement about aligning with SR program and available

merchandise • General overview of the R&R program • Link to R&R website and attach FAQs • Announce associate opportunity to earn 50 “starter” Spirit Rewards

points just by going online and clicking on the online Spirit Rewards catalog

Targeted email to all associates in Phase I countries

R&R OUS Contacts Corp Comm


Article to promote the R&R program: Messages: • Welcome to the Bank of America Recognition & Reward programs • This is an exciting time for you • General overview of the R&R program • Explain phases (non-Arisno-Oct 1, Big 4-Nov 1) • Post FAQs • Announce associate opportunity to earn 50 “starter” Spirit Rewards points just by going online and clicking on the online Spirit Rewards catalog

Targeted OUS R&R web sites


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OUS Flagscape – Asia, Continuum

R&R Corp Comm OUS contacts: • Rachel Cheah/

Tommy Fung - Asia • Anjali Ahuja-

Continnum

PHASE II (Big 4 countries): Launch of OUS Spirit Rewards Merchandise program – Nov 1, 2007 55. Sept 10, 2007 R&R partners,

Country Managers, HR partners

HEAD’S-UP: 1st manager communication (2 versions: English, Spanish) Messages: • Introduction to the Bank of America Recognition & Reward programs

(emphasis on the Spirit Rewards program) • Manager’s role in education & promoting R&R to associates • Notification that Visa program was discontinued as of Oct 12, 2007 Attachment: • Manager guide, including talking points for managers and FAQs

Targeted email R&R OUS contacts Corp Comm

56. Sept 24, 2007 R&R partners, Country Managers, HR partners

IT’S HERE: 2nd manager communication (2 versions: English, Spanish) Messages: • Reinforce manager’s role in promoting R&R to associates • Encourage managers to use Spirit Cards • Reminder that Visa program will be discontinued as of Oct 12, 2007 • Link to R&R web site Attachments: • PowerPoint presentation / meeting guide • New Spirit Rewards poster (tentative) • Overall R&R programs poster

Targeted email R&R OUS contacts Corp Comm

57. Sept 24, 2007 UK, Canada, Ireland Printed version of the new Spirit Rewards poster (tentative) Targeted printed mailing


58. Oct 31, 2007 Targeted OUS managers

Manager account tutorial: manager training on Mgmt Accounts and redemption process. Goes out with Mgmt Acct email that acct is open.

Targeted email R&R Manager

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59. Nov 5, 2007 General OUS associate population

Associate communication to promote the R&R program: Messages: • Welcome to the Bank of America Recognition & Reward programs • Create excitement about aligning with SR program and available

merchandise • General overview of the R&R program • Link to R&R website and attach FAQs • Announce associate opportunity to earn 50 “starter” Spirit Rewards

points just by going online and clicking on the online Spirit Rewards catalog

Targeted email to all associates in Phase II countries




Targeted OUS R&R web sites




OUS Flagscape – Europe, Spain, Canada

R&R Corp Comm OUS contacts: • Amanda Storrie/

Amanda White -Europe

• Astrid Nilsen De La Cuesta/ Amanda White – Spain

• Natasha David/Helen Shulist – Canada

Spirit Award of Excellence – Jan – May 2007

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62. Late Dec 2006/ Jan 2007

All associates Executive communications toolkit: • Executive congratulatory message

o Letter or email o Registration web site

• Executive letter for trip confirmation package • Executive welcome note (upon trip arrival) • Award note card • Executive blast email script for on site

BCD web site Corp. Comm. R&R

63. Jan-Dec 2007 Targeted LOBs and HR Mgrs

Support BCD promotional plan and coordinate an integrated LOB communications AOE team. Plan to include:

• 2008 destinations reveal • 2008 destinations promotion • Games • Featured employees • Flash message promoting destination • Holiday flash message • Image gallery • Weekly communications calls with LOB, BCD, R&R AOE

team

BCD web site Teleconferences

Corp. Comm R&R BCD LOB comm. reps.

64. Jan 2007 Targeted LOBs and HR Mgrs

Targeted emails: • Registration emails

o Domestic o OUS o Executive

Targeted emails Corp. Comm. R&R

65. Jan 2007 Targeted LOBs and HR Mgrs

Targeted reminder emails: • Registration reminder emails

o Domestic o OUS o Executive

Targeted emails Corp. Comm. R&R

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66. Feb-Apr 2007 All associates Web site articles • To be used on LOB web sites, R&R web site, and/or Flagscape

o Trip announcement and link to winners list o Wrap-up articles after trips

• Possibly by LOB or destination • Final wrap up after all trips

Flagscape R&R website LOB websites

Corp. Comm. R&R

67. Feb 15, 2007 Global Marketing associates

Promote the Spirit Award of Excellence CAO trip and nominations process for this year.

Global Marketing website

Corp. Comm. R&R

68. Mar-May 2007 Targeted associates on AOE trip

Room gift cards: • Note cards to accompany room gifts each night of program

o Will be generic across most programs o Gifts have not been finalized

Paper communication Corp. Comm. R&R

69. Mar 26-Apr 1, 2007

All associates with online access

Announce AOE winners, link to R&R page with list of winners Run: Flagscape home page


Corp. Comm. R&R

70. Apr 4, 2007 All associates with online access

Article to highlight the community impact teambuilding events at the AOE trips

Flagscape R&R website

Corp. Comm. R&R

71. Apr 24, 2007 Targeted LOB associates

2008 Destination reveal email #1 Email LOB Comm. R&R Corp. Comm.

72. Apr 26, 2007 Targeted LOB associates


73. May 1, 2007 Targeted LOB associates


74. May 3, 2007 Targeted LOB associates


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75. June 12, 2007 All associates General AOE promotional article to educate about the program and create excitement. Messages:

• Wrap up of the 2007 AOE trips • Here’s a sneak peak of the destinations for next year. • Link to AOE promotional video

Flagscape

Corp. Comm. R&R

76. Nov 30, 2007 All CAO associates Email to CAO associates about the launch of the CAO AOE nomination process


77. Dec 6, 2007 CAO associates Article to GHR associates about the launch of the CAO AOE nomination process

Global HR web site Corp. Comm. R&R

78. Dec 6, 2007 GM&CA associates Article to GM&CA associates about the launch of the CAO AOE nomination process

GM&CA web site Corp. Comm. R&R

79. Dec 13, 2007 CAO associates, Bands 1-3

Reminder email to CAO managers about the launch of the CAO AOE nomination process


80. Spring 2008 All associates Video to promote AOE Video KCBs

Corp. Comm. R&R

Anniversary Awards – ongoing 81. Dec 2006 Board of directors Ken Lewis letter to Board of Directors Targeted mailing Corp. Comm.

R&R 82. Jan 6, 2007 All associates Heritage article of associates with 50/55 anniversaries with the bank (all of

2006 and 1st qtr 2007 associates) Flagscape R&R website

Corp. Comm. R&R

83. June 22, 2007 All associates Heritage article of associates with 50/55 anniversaries with the bank (3rd and 4th qtr associates)

R&R website Corp. Comm. R&R

84. Sept 27, 2007 All associates General article to promote/educate Anniversary Awards program Flagscape Corp. Comm. R&R

85. Ongoing Targeted LOB manager OR associate with anniversary

Anniversary Award package: • Ken Lewis postcard • Gift-ordering instructions postcard • Blank congratulatory card for manager to complete (only if sent to

manager, omit if sent to associate with anniversary)

Targeted mailing Corp. Comm. R&R

86. Ongoing Targeted LOB manager

“80-day” notification to manager of associate with anniversary Targeted email Corp. Comm. R&R

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87. Ongoing Targeted LOB manager

“1-2 day” notification to manger of associate anniversary Targeted email Corp. Comm. R&R

88. Ongoing Targeted associate with anniversary

Email reminder to associate with anniversary with “45-day” after anniversary date notification to order if not ordered



Email reminder to associate with anniversary with “90-day” after anniversary date notification to order if not ordered



Email to survey associate after ordering gift, includes link to survey Targeted email Corp. Comm. R&R

Unique Rewards – ongoing 91. June 26, 2007 All associates Monthly June article (BAC)

Topic: New partnership/sponsorship promotion – Buy baseball tickets with Spirit Rewards points offer

R&R website Corp. Comm. R&R Sports Marketing

92. June 26, 27, 28, 2007

Targeted associates New partnership/sponsorship promotion – Buy baseball tickets with Spirit Rewards points offer

Targeted regional emails

Corp. Comm. R&R Sports Marketing

93. Aug 6, 2007 Targeted associates New partnership/sponsorship promotion – Buy Arizona Nascar Fantasy Camp tickets with Spirit points

Targeted regional emails

Sports Marketing Corp. Comm. R&R

94. Aug 6, 2007 All associates New partnership/sponsorship promotion – Buy Arizona Nascar Fantasy Camp tickets with Spirit points

R&R web site Corp. Comm. R&R Sports Marketing

95. Aug 6, 2007 Targeted associates New partnership/sponsorship promotion – Buy Arizona Nascar Fantasy Camp tickets with Spirit points

Regional targeted Flagscape “Your Messages” article

Corp. Comm. R&R Sports Marketing

96. Nov 30, 2007 All associates Arizona Nascar Fantasy Camp, Lion King, NFL and other upcoming Unique Rewards promotions. Quick recap on MLB baseball promotion.

Flagscape Corp. Comm. R&R Sports Marketing

Business as Usual & partnership/sponsorship communications – ongoing 97. July 3, 2006 All associates “Americans in Paris” promotion Flagscape

R&R web site Corp. Comm. R&R

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98. Sept 25, 2006 All associates Carolina Panther’s Fantasy Camp Flagscape R&R website

Corp. Comm. R&R

99. Oct 3, 2006 All associates Race 500 Contest Blast email Corp. Comm. R&R

100. Oct. 3, 2006 All associates Race 500 Contest Flagscape R&R website

Corp. Comm. R&R

101. Oct. 17, 2006 All associates Race 500 Contest winners Flagscape R&R website

Corp. Comm. R&R

102. Nov 10, 2006 Global Marketing associates

R&R program and team overview Global Marketing website

Corp. Comm. R&R

103. Nov 13, 2006 All associates R&R packing slip rewrite R&R associate awards order packing slip

Corp. Comm. R&R Martiz

104. Nov 27, 2006 All associates Holiday Shopping: Article regarding ordering deadlines for Christmas delivery of stock merchandise & holiday gift wrapping


105. Nov 27, 2006 All associates Holiday Shopping : Email regarding ordering deadlines for Christmas delivery of stock merchandise & holiday gift wrapping

Blast email Corp. Comm. R&R

106. Dec 1, 2006 LOB Mgrs Targeted email to management account owners notifying that management accounts expire January 8


107. Dec 7, 2006 All associates Enhancements on R&R website technology / innovation article R&R website Corp. Comm. R&R

108. Dec 2006 All associates Recap of R&R Summit R&R website Corp. Comm. R&R

109. Dec 27, 2006 All associates R&R FINA Award Flagscape R&R website

Corp. Comm. R&R

110. Jan 2, 2007 LOB Mgrs Targeted email reminder to management account owners notifying that management accounts expire January 8


111. Jan 5, 2007 All associates “What’s New in R&R” email: management account system Blast email Corp. Comm. R&R

112. Jan 18, 2007 Global Marketing associates

Global Marketing Award of Excellence promotion Global Marketing website

Corp. Comm. R&R

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113. Jan 24, 2007 All associates Monthly January article (BAC) Topic: Promote new R&R classic catalog refresh


114. Jan 24, 2007 Associates with Rewards points

Notification to associates with Rewards points that the Awards HQ site will be down for the day of Jan 25th


115. Feb 5, 2007 All associates “What’s New in R&R” email: 1-800-flowers.com collections for Valentine’s Day promotion

Blast email 1.800.Flowers.com Maritz R&R

116. Feb 5, 2007 All associates Monthly February article #1 (MARITZ) Topic: 1-800-flowers.com collections for Valentine’s Day promotion

R&R website 1.800.Flowers.com Maritz R&R

117. Feb 15, 2007 All associates Monthly February article #2 (BAC) Topic: Promotion of Spirit Rewards program


118. March 1, 2007 External Article by Dr. Bob Nelson highlighting Bank of America’s Recognition & Reward programs

“Corporate Meetings and Incentives” magazine – March issue

R&R Dr. Bob Nelson

119. March 2, 2007 R&R partners “What’s New in R&R” email: New Recognition and Reward Collateral

Email R&R

120. March 6, 2007 All associates Monthly March article (MARITZ) Topic: Golf promotion

R&R website Maritz R&R

121. April 1, 2007 All associates “Brand News You Can Use” (Viewpoints) articles Topic: Road trips


122. April 2, 2007 All associates Monthly April article #1 (MARITZ) Topic: 1-800-flowers.com collections for Spring & Mother’s Day

promotions

R&R website 1.800.Flowers.com Maritz R&R

123. April 9, 2007 All associates “What’s New in R&R” email: 1-800-flowers.com collections for Spring & Mother’s Day promotions

Blast email 1.800.Flowers.com Maritz R&R

124. April 17, 2007 All associates Monthly April article #2 (BAC) Topic: R&R logo merchandise refresh


125. May 8, 2007 All associates Monthly May article #1 (MARTIZ) Topic: Order flowers for Mother’s Day


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126. May 9, 2007 All associates Article about the new Learning organization, included emphasis of the new learning component of the Spirit Card

Flagscape Corp. Comm. R&R L&LD

127. May 22, 2007 All associates Monthly May article #2 (BAC & MARTIZ) Topic: Father’s Day gift promotion (ex. yard items, Omaha steaks, golf,

sports collectibles, electronics)

R&R website Corp. Comm. Martiz R&R

128. June 18, 2007 All associates Monthly June article (BAC) Topic: Recognize someone today

R&R website R&R

129. June 20, 2007 All associates “Award News You Can Use” (Viewpoints) articles Topic: Get out and play


130. July 2, 2007 All associates Monthly July article #1 (MARITZ) Topic: “Giving back” gifts


131. July 16, 2007 All associates Monthly July article #2 (MARITZ) Topic: Reward Yourself - Top items purchased to date (Jan-June) with

Spirit Rewards points


132. Aug 2, 2007 All associates Monthly August article #1 (BAC) Topic: Showcase associates who’ve sent the most Spirit Cards


133. Aug 22, 2007 All associates “Award News You Can Use” (Viewpoints) articles Topic: Generations of Green


134. Aug 9, 2007 All associates Monthly August article #2 (MARITZ) Topic: Reminder to associates to update their profiles on the R&R web

site


135. Aug 29, 2007 All associates Monthly August article #3 (BAC) Topic: "Non-associates" designation no longer available on Spirit Cards

and Medallions

R&R website R&R

136. Sept 5, 2007 All associates Monthly September article #1 (BAC) Topic: Associate Spirit Rewards points redemption sweepstakes in

October & November

R&R website R&R Corp. Comm.

137. Sept 28, 2007 All associates Article about the associate Spirit Rewards points redemption sweepstakes in October & November

Flagscape Corp. Comm. R&R

138. Oct 8-14, 2007 All associates Promotion of the associate Spirit Rewards points redemption sweepstakes in October & November, link to R&R site


Corp. Comm. R&R

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139. Oct 9, 2007 All associates Spirit Rewards point “Order to Win” promotion announcement of October winners


140. Oct 10, 2007 Targeted associates Targeted Spirit Rewards point “Order to Win” promotion announcement to the October winners

Targeted email R&R

141. Oct 24, 2007 All associates Monthly October article #2 (BAC) Topic: Anniversary Awards teaser/general info to promote and educate


142. Nov 5, 2007 All associates Spirit Rewards point “Order to Win” promotion announcement of November winners


143. Nov 5, 2007 Targeted associates Targeted Spirit Rewards point “Order to Win” promotion announcement to the November winners

Targeted email R&R

144. Nov 14, 2007 All associates “Award News You Can Use” (Viewpoints) articles Topic: Holiday Entertaining


145. Nov 19, 2007 All associates Monthly November article #1 (MARITZ) Topic: Going Green

R&R web site Maritz R&R

146. Nov 29, 2007 All associates Holiday Shopping : Email regarding ordering deadlines for Christmas delivery of stock merchandise & holiday gift wrapping


147. Nov 30, 2007 All associates Monthly November article #2 (MARITZ) Topic: Announcing new additions to the OnLine Exclusives category on

BAC awardhq sites


148. Dec 3, 2007 LOB Mgrs Targeted email to management account owners notifying that management accounts expire January 7 (date TBD)

Blast email R&R

149. Dec 5, 2007 All associates Monthly December article #1 (BAC) Topic: Holiday Shopping: article regarding ordering deadlines for

Christmas delivery of stock merchandise & holiday gift wrapping


150. Dec 11, 2007 All associates Blast email: 1-800-flowers.com collections for the Holidays promotion Blast email R&R

151. Dec 14, 2007 All associates Monthly December article #2 (MARITZ) Topic: Announcing new additions to the OnLine Exclusives category on

BAC awardhq sites (rerun)


152. TBD All associates Monthly article (BAC) Topic: Recognize someone today


153. TBD All associates Technology enhancements, including R&R as 1st out the gate Flagscape GTS&F Corp. Comm. R&R

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154. TBD All associates Travel Awards Promotion “Spring Fling” Blast email Corp. Comm. R&R

155. TBD All associates Travel Awards Promotion “Spring Fling” R&R web site Corp. Comm. R&R

156. TBD All associates Turn on “Wish List” emails, promote new capability with associates Blast email Corp. Comm. R&R

157. TBD All associates Turn on “Wish List,” promote new capability with associates R&R web site Corp. Comm. R&R

158. TBD All associates Turn on “Wish List” emails, promote new capability with associates Blast email Corp. Comm. R&R

159. TBD All associates Turn on “Wish List,” promote new capability with associates R&R web site Corp. Comm. R&R

US Trust transition communications – July 2, 2007 160. Oct 9, 2007 US Trust managers Targeted mailing (R&R manager “starter” kit) to legacy US Trust managers

with new collateral material Starter kit contents:




LaSalle Bank transition communications – Oct 1, 2007 161. TBD Call Center

associates Call Center heads up regarding R&R release to LaSalle Email Corp. Comm.

R&R 162. TBD HR managers Targeted heads-up email to HR Managers regarding R&R launch to

LaSalle & R&R manager “starter” kit Use the new “Recognize someone today” tag line for the email.


163. TBD HR associates HR Division site article regarding R&R launch to LaSalle & R&R manager “starter” kit

HR Division site Corp. Comm. R&R

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164. TBD LaSalle associates Article regarding R&R launch to LaSalle & R&R manager “starter” kit LaSalle Transition briefing

Corp. Comm. R&R

165. TBD LaSalle managers / R&R Marketing partners

“Coming soon!” email teaser about manager “starter” kit and announce manager online training



166. TBD LaSalle managers MAILING #1 – Targeted mailing (R&R manager “starter” kit) to managers with new collateral material Starter kit contents:




167. TBD LaSalle managers/banking centers

MAILING #2 – Bank of America Rewards program material Promotional kit contents:

Folder to hold contents of kit – 1 Cover letter – 1 Rewards products points value poster (lower categories) – 1 Rewards catalog – 1

Rewards program promotional kit

Corp. Comm. R&R Brand

168. TBD LaSalle associates Promotion of the R&R program, including links to R&R web site Targeted email Corp. Comm. R&R

169. TBD LaSalle associates Promotion of the R&R program, including graphic of new design & links to R&R web site

LaSalle Transition newsletter

Corp. Comm. R&R

170. TBD LaSalle associates Follow-up email regarding the launch of R&R to LaSalle. Have you tried it yet? Do you have questions? Here’s where to go. (Include links to R&R website.)


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Addendum A

2007 Recognition and Reward Launch New collateral breakdown

• Spirit cards • Spirit Rewards certificates • Envelopes/mailers for Spirit Cards and Spirit Rewards certificates • Spirit Rewards catalog • R&R poster series (5 total)

- The Bank of America Recognition and Reward programs (Overall R&R – listing all programs) - The Bank of America Spirit Awards (Spirit cards and medallions together) - The Bank of America Spirit Award of Excellence - The Bank of America Spirit Cards (separate) - The Bank of America Spirit Medallions (separate)

• R&R Spirit Rewards product poster series (2 total) - The Bank of America Spirit Rewards (Spirit points – poster with LOWER “categories by award values”) - The Bank of America Spirit Rewards (Spirit points – poster with HIGHER “categories by award values”)

• R&R landscape poster series (2 total) - The Bank of America Anniversary Awards (landscape version) - The Bank of America Spirit Award of Excellence (landscape version)

• R&R wallet cards • Thank you/note cards • Envelopes for Thank you/notecards

Engagement pieces

• R&R Manager Kit portfolio with “starter set of new collateral and promotional pieces” • Manager guide • Associate engagement postcard • Spirit Rewards kit with new Spirit Rewards catalog and promotional poster

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Addendum B

2007 Reward & Recognition New names The Bank of America Recognition and Reward programs

The Bank of America Spirit Rewards – this is the points program The Bank of America Spirit Awards – Spirit Cards and Spirit Medallions The Bank of America Spirit Award of Excellence The Bank of America Anniversary Awards

Main tag for overall R&R programs

- Recognize someone today. Sub-tag for Spirit Card

- Thank you for your outstanding contributions. Sub-tag for Spirit Rewards Certificate

- Thank you for your outstanding performance. Sub-tag for Spirit Rewards Catalog

- Celebrating success has its rewards. Sub-tag for Anniversary Awards

- Celebrating success has its rewards. Sub-tag for Award of Excellence

- Celebrating success has its rewards. Sub-tag for manager engagement

- Recognize. Reward. Lead

Documents

Strategic Communication & Marketing Plan€¦ · Recognition and Reward. Strategic Communication & Marketing Plan U pdated 12/13 /07 . What’s Changing • New Recognition and Reward