C-SUITE BUSINESS MANAGERS HR MANAGERS
KEY AUDIENCES: MESSAGING MAP
WELCOME TO OUR MESSAGING MAP.
Consider this your toolkit for creating targeted communications with the power to compel our audiences to participate in the ongoing success of our brand. This map provides sample content and starting points to use when creating and customizing messaging for outreach communications.
OUR ULTIMATE GOAL IS TO ENGAGE OUR KEY AUDIENCES AND OPEN THEIR EYES TO THE UNIQUE VALUE OF OUR LAKE FOREST CENTER FOR LEADERSHIP PROGRAMMING.
THE MEANING OF OUR BRAND CONCEPT
REFLECT OUR DIFFERENTIATION.
The creative expression of our brand positions Lake Forest Center for Leadership as a unique destination and meeting point inside the landscape of professional development. Inside our concept, our expansive natural vistas and staggering mountainsides signify the big-picture, long-view thinking that business leaders must master in order to achieve lasting sea change and fulfilled employees inside their organizations.
We combine sweeping, abstract views of the natural environment, with precise data overlays and call-outs to highlight the actual, tangible results that our audiences can expect to realize as a result of a partnership with us. By doing so, we bridge the divide between L&D dream and reality.
Overall, the tone our brand needs to strike should feel inspiring yet achievable, personable yet credible, and thought-provoking yet action-oriented. When we successfully touch on the needs and ambitions of each one of our audiences, we open their eyes to the an L&D approach that is highly relevant and endlessly powerful.
OUR AUDIENCES
HR MANAGERS
BUSINESS MANAGERS
C-SUITE
Despite the constant need to put out fires and accommodate fast-paced and critical requests, it’s up to the HR Manager to illuminate the value that a true L&D refresh will have on the organization’s culture. By nature, L&D results are difficult to quantify in the short term. Without tangible ROI to offer, HR Managers struggle to convince C-suite members to back their initiatives with true budgets. HR must convey urgency tied to current status of job market and employee engagement, then show how L&D is a win-win investment that moves the organization forward. When efforts do gain traction, content needs fresh relevance to stimulate employee participation and bridge skill gaps. They may feel it’s out of reach, but engaging programming that flexes to specific organizational needs is more accessible and cost-efficient than they realize.
Seeking a positive development experience that reflects well on their leadership abilities, business managers look for L&D momentum that positively influences metrics, sparks internal excitement, and facilitates greater mobility. They recognize specific, cross-functional skill gaps on the team—and they know that solving for them will prepare replacements to step into their role when it’s time for the next promotion. Business managers are looking to proactively avoid staff vacancies with L&D programming that keeps their employees stimulated and keeps retention going strong. They’re eager to find an L&D skill-building approach with enough charisma to keep people motivated and enough bottom-line efficiency to be effective.
WHERE WE WILL REACH THEM WHERE WE WILL REACH THEM
L&D CONVENTIONS AND PUBLICATIONS
DIGITAL – WEBSITES, ADS
HR NETWORKING GROUPS
— ATV, HRMAC, ETC.
SOCIAL – LINKEDIN
COLLATERAL TO SUPPORT DECISION-MAKING, INTERNAL SHARING
WORD OF MOUTH (WOM) AND REFERRAL
DIGITAL – WEBSITES, ADS
SOCIAL – LINKEDIN (REFERRALS, PERSONAL CONNECTIONS)
LFGSM MBA PROGRAM (ALUMNI REFERRALS)
C-Suite members feel the pressure to adapt when their networks start buzzing about L&D trends. Perception matters, and they don’t want the way they run their business to appear outdated to key stakeholders. When they attempt to pull the right levers, they are often frustrated when strategies that worked for another company don’t work for them. From an investment standpoint, they struggle to justify the investment when short-term ROI seems minimal. They want a competitive edge and see achievements like “Best Place to Work” as appealing trophies—but while these awards positively influence new employee recruitment, they do not improve retention and internal promotion. Overall, they’re aware that L&D improvement requires ongoing investment, but they’re skeptical about putting their eggs in one basket and hoping for the best. They want proof that an L&D investment will impact the big picture.
WHERE WE WILL REACH THEM
HR / BUSINESS MANAGER OWNED/EARNED MEDIA
COLLATERAL (LEAVE BEHIND, PASSED ON)
GENERAL CONFIRMATION OF BRAND/PROFESSIONAL REPUTATION UPON LONGTAIL BRAND SPECIFIC SEARCH
NETWORKING, WOM, AND REFERRAL
CLAUDIA
DEREK MAYA
ALL AUDIENCES
SELECT AND CURATE UNIVERSAL CONTENT TO SERVE THE FOCUS OF YOUR COMMUNICATIONS.
CHOOSE ONE PARAGRAPH OR THREE, DEPENDING ON HOW IN-DEPTH YOU WANT TO GO.
ADDRESS YOUR AUDIENCE, “YOU” USE “WE” INSTEAD OF “LAKE FOREST CENTER FOR LEADERSHIP” TO EMPHASIZE OUR RELATABLE, PERSONAL APPROACH.
FLOW & INTENT COLLABORATE WITH US FOR A
UNIQUE-TO-YOU
APPROACH THAT EXTENDS YOUR CAPABILITIES
Partnering with us brings out extended capabilities you never knew you had. We’re here to listen, collaborate, innovate, and orchestrate a professional development program that has never existed before—because it’s entirely unique to your organization’s needs. Together, we get down to the root so we can cultivate your growth, strengthen your company culture, and activate a stronger definition of leadership success that suits your goals.
OUR CREDIBILITY BRINGS EXPERIENCED BUSINESSPEOPLE, LEARNING THAT FLEXES TO ACCOMMODATE TEAM SIZE AND LEADERSHIP LEVEL
We are real businesspeople who tap into realistic, business-driven perspective to understand the practical context of your unique leadership challenges and goals. Our programs range from smaller skill-building sessions to larger, extensive immersions, and they span the full life cycle of leadership, from new leaders to highlevel executives, across the entire organization. Although we are anchored into a best-in-class learning institution, our Center for Leadership has the freedom to run like a business. We deliver hundreds of talent development programs to marquis corporate partners every year, and no two are alike.
OUR PEOPLE-SMART PROCESS UNFOLDS AS A CUSTOM LEARNING EXPERIENCE
EXPERIENCE THE DIFFERENCE. TRADE THE CANNED APPROACH FOR ONE WITH PERSONALITY.
We are passionate about working with you in an on-the-level, person-to-person approach. We listen until we fully understand your exact leadership development goals and aspirations. Along the way, we work with you to articulate and build a case for how those achievements will resonate inside your unique organizational culture. With this context, we’re able to shape a custom learning experience that suits your greatest needs and priorities. We never advocate for more than you need, and we don’t settle for less than it takes to generate a palpable impact. At the Center for Leadership, we’re centered on you.
Resourceful. Genuine. Personal. This is how your company’s leadership development was meant to be. We don’t arrive with the same box of prefab solutions and canned lingo that the others do. We show up ready to transform your team. And when the dust settles, what you’ll see is actively engaged leaders who are working to blaze new paths to success within your organization. Clear focus. Total alignment. Built for business reality.
HOW HR MANAGERS DEFINE LEARNING AND DEVELOPMENT SUCCESS
OUR FOCUS
CRITICAL TO BUY-IN AND FUTURE INVESTMENT, HIGH STAKES, PRESSURE TO PROVE IMMEDIATE VALUE
• Employee “buzz”, gratitude to HR, positive comments, referrals to same program
• Program that looks/feels like the org. and delivers polished content on key areas of interest
MOST IMPORTANT L&D FACTORS
• Feels like they can trust/ rely on L&D partner
• Increased interest from Business Managers and C-Suite in expanding participant #s
LONG TERM
AFTER INITIAL HIT OF SUCCESS, DRIVES BUY-IN, MORE STABLE
• Improved performance reviews
• Promoted employees
• Measurable business improvement
• Right person in the right role
• Well received by employees, cultural relevance
ROLE
Responsible for engagement, recruiting, retention, new hire pipeline. Fields all unit-specific L&D requests, needs go-to resources for bridging specific skill gaps. Functions as a culture driver. Leads all L&D efforts, which are not necessarily a part of existing structure within an organization, requiring an additional set of stakeholders in the budget/strategy owner(s).
SUCCESS METRICS
Allocated resources, L&D budget, engagement
CURRENT EXPERIENCE
Uphill C-suite battle
DESIRED EXPERIENCE
Positive cultural impact
• Easy to use/understand, user-friendly + easy to work with—accommodating and understanding regarding deadlines, delays, changes, and politics as hurdles
• Facilitates the research process, sift through “same old” contenders, clearly communicate credibility
• Active suggestions for relevant concepts and learnings that apply to ”our” specific needs
• Engaging, active content, participants want to take it
• Flexible, cost-effective, reusable/scalable materials
CURRENT L&D PAIN POINTS
• Same old/same old, irrelevant, “off the shelf” programs, disengaged employees, retention issues
• Hard to achieve buy-in and convince leadership to put budget and resources behind initiatives
• Improvements in efficiency, employee engagement, morale, average retention rate/length of time with organization
• Fewer outsourcing/external hiring requests
• Disheartened, frustrated, powerless to fulfill goals
• Overwhelmed and sad at loss of best employees
• Unfairly blamed for poor retention
• Defeated – they didn’t have the right tools in place to meet success metrics
• Overwhelmed – turnover will be high
• Pointless—internalize the feeling that their work does not have importance and purpose
• Smart
• Savvy
• Proud
• Inspired
• Confident
• L&D ROI is long-term and not immediately tangible
• Finding time and resources to execute on plans, given full plates and often insufficient resources
• Innovative
• Accomplished
• Supported
• Delighted
MAYA
There is no better key performance indicator than engaged employees.
L&D doesn’t have to feel like an uphill climb. With us, it’s an uplifting experience.
Connect to the more human side of L&D resources.
Leadership doesn’t grow on trees. But it does grow where you nurture it.
EMPATHIZE WITH THE C-SUITE STRUGGLE, PROVIDE A REASSURING SENSE OF COLLABORATION, SPEAK TO CULTURE.
Work with a partner who believes in your vision, and better yet, makes it happen.
Eliminate that extra credit feeling. Work with a partner who gets points for making participation fun and functional.
Seize the moment when your vision for organizational change becomes reality.
Participate in a program that feels, acts, and delivers progress. HEADLINE (OPTIONS) SUPPORT CONTENT (SELECT + CURATE)
Partnering with us brings out extended capabilities you never knew you had. We’re here to listen, collaborate, innovate, and orchestrate a professional development program that has never existed before—because it’s entirely unique to your organization’s needs. Together, we get down to the root so we can cultivate your growth, strengthen your company culture, and activate a stronger definition of leadership success that suits your goals.
We are real businesspeople who tap into realistic, business-driven perspective to understand the practical context of your unique leadership challenges and goals. Our programs range from smaller skill-building sessions to larger, extensive immersions, and they span the full life cycle of leadership, from new leaders to high-level executives, across the entire organization. Although we are anchored into a best-in-class learning institution, our Center for Leadership has the freedom to run like a business. We deliver hundreds of talent development programs to marquis corporate partners every year, and no two are alike.
We are passionate about working with you in an on-the-level, person-to-person approach. We listen until we fully understand your exact leadership development goals and aspirations. Along the way, we work with you to articulate and build a case for how those achievements will resonate inside your unique organizational culture. With this context, we’re able to shape a custom learning experience that suits your greatest needs and priorities. We never advocate for more than you need, and we don’t settle for less than it takes to generate a palpable impact. At the Center for Leadership, we’re centered on you.
Resourceful. Genuine. Personal. This is how your company’s leadership development was meant to be. We don’t arrive with the same box of prefab solutions and canned lingo that the others do. We show up ready to transform your team. And when the dust settles, what you’ll see is actively engaged leaders who are working to blaze new paths to success within your organization. Clear focus. Total alignment. Built for business reality.
BUSINESS MANAGERS
HOW BUSINESS MANAGERS DEFINE LEARNING AND DEVELOPMENT SUCCESS
ROLE
Responsible for managing people + business . Acts as a culture driver.
SUCCESS METRICS
Efficiency, mobility, retention, succession
CURRENT EXPERIENCE
Minding the gap
DESIRED EXPERIENCE
Effective cross-functional skill-building for a confident, collaborative, and capable team that delivers work with efficiency, engagement, and alignment.
• Business objectives achieved, improved metrics with tangible impact
• Successfully managing teams
• Thought leadership
• Improved confidence
• Increase in innovative thought & engagement/morale
• Greater efficiency and autonomy
• Employee Retention
• Employee Happiness
• Positive sense of achievement with a well-running, collaborative, and invested team dynamic
MOST IMPORTANT L&D FACTORS CURRENT L&D PAIN POINTS
• Effective, needs to create buzz and increase efficiency
• Build and strengthen crossfunctional relationships, understand all elements of the business
• Real-world leadership experience
• Community of business leaders and mentors to support development
• Good value for the spend
• Uniquely suited to answer unique challenges
• Overly generic content that does not apply directly to “our” organization
• Difficult to inspire employees to engage meaningfully with the learning—(i.e., they are not groaning/not looking forward to it)
• Content that does not engage, excite, or fails to address specific business needs
• Frustrated – employees are not performing and/or developing, don’t have the tools they need to succeed
• Inept, reflects negatively on their leadership abilities
• Stuck—cannot be promoted until they have someone to replace them, but no ready replacements because team members have skill gaps
• Confident
• Comfortable
• Thankful
• Successful
• Motivated
• Empowered
DEREK
WITHOUT PROPER L&D IN PLACE, BUSINESS MANAGERS FEEL: WITH PROPER L&D IN PLACE, BUSINESS MANAGERS FEEL:
Let’s put your team in achieve mode.
Give your team that new skills feeling.
CONVEY SUPPORT FOR ONGOING CROSS-FUNCTIONAL SKILL-BUILDING
Take pride in the most enthusiastic, engaged, and collaborative version of your team yet.
Same team. New feelings.
Your most inspired, driven, confident, and collaborative team awaits.
When
your L&D approach works harder for you, so does your team.
Partnering with us brings out extended capabilities you never knew you had. We’re here to listen, collaborate, innovate, and orchestrate a professional development program that has never existed before—because it’s entirely unique to your organization’s needs. Together, we get down to the root so we can cultivate your growth, strengthen your company culture, and activate a stronger definition of leadership success that suits your goals.
We are real businesspeople who tap into realistic, business-driven perspective to understand the practical context of your unique leadership challenges and goals. Our programs range from smaller skill-building sessions to larger, extensive immersions, and they span the full life cycle of leadership, from new leaders to high-level executives, across the entire organization. Although we are anchored into a best-in-class learning institution, our Center for Leadership has the freedom to run like a business. We deliver hundreds of talent development programs to marquis corporate partners every year, and no two are alike.
Give your team something to celebrate when your metrics and your leadership work together to achieve new heights.
Cue the confetti when you hit your metrics, and your team celebrates the leadership that got them there.
Potential doesn’t help you hit your metrics. Actualize a new leadership reality with a program that achieves action and total alignment.
Potential was meant to be actualized. Give your team a new leadership reality.
We are passionate about working with you in an on-the-level, person-to-person approach. We listen until we fully understand your exact leadership development goals and aspirations. Along the way, we work with you to articulate and build a case for how those achievements will resonate inside your unique organizational culture. With this context, we’re able to shape a custom learning experience that suits your greatest needs and priorities. We never advocate for more than you need, and we don’t settle for less than it takes to generate a palpable impact. At the Center for Leadership, we’re centered on you.
Resourceful. Genuine. Personal. This is how your company’s leadership development was meant to be. We don’t arrive with the same box of prefab solutions and canned lingo that the others do. We show up ready to transform your team. And when the dust settles, what you’ll see is actively engaged leaders who are working to blaze new paths to success within your organization. Clear focus. Total alignment. Built for business reality.
DEREK
HOW C-SUITE MEMBERS DEFINE LEARNING AND DEVELOPMENT SUCCESS
CLAUDIA
ROLE
Oversees the health of the business. Drives vision.
SUCCESS METRICS
Health of the business, perception
CURRENT EXPERIENCE
Keeping up with the (Dow) Joneses
DESIRED EXPERIENCE
Maintaining relevance and sustaining value
• Increase in engagement with innovative/ entrepreneurial mindset
• General optimism/notable efforts from program participants
• Increased internal interest in “stepping up” into leadership roles
• Business and performance objectives achieved
• Decreased turnover
• Increased efficiency to achieve set objectives
• Prepared from a succession planning perspective
MOST IMPORTANT L&D FACTORS CURRENT L&D PAIN POINTS
• Practical, measurable results
• A culture of development, retention
• Customization - providing the right tools to the right people
• Considered valuable by employees, drives internal relationships and morale
• No direct attribution, struggle to understand the benefit even when trends/ network information discuss it as a critical initiative
• Unengaged employees
• Inability to translate learnings into results
• Anxious, concerned about talent retention/leadership pipeline reliability (i.e., their best people are leaving)
• FOMO—they are missing the boat by not keeping up with current business trends/ competitors
• Fearful of seeming outdated—to key stakeholders and within organization
• Proud
• Fulfilled
• Engaged
• Delighted
• Validated
• Valuable
• Impressive
• Invested
• Purpose-driven
WITHOUT PROPER L&D IN PLACE, C-SUITES FEEL: WITH PROPER L&D IN PLACE, C-SUITES FEEL:
Shift from what you value to who you value.
STRENGTHEN PERCEPTION OF THEIR BIG PICTURE APPROACH TO L&D. ASSURE THEM THIS IS HOW TO MAINTAIN RELEVANCE AND SUSTAIN VALUE
The more you inspire your employees, the more inspiring work you’ll see.
The more you inspire your employees, the more inspired your entire organization will be.
What your organization will look like when your employees manifest their highest potential? No need to imagine—we see the way forward, and we can help you make it happen now.
Partnering with us brings out extended capabilities you never knew you had. We’re here to listen, collaborate, innovate, and orchestrate a professional development program that has never existed before—because it’s entirely unique to your organization’s needs. Together, we get down to the root so we can cultivate your growth, strengthen your company culture, and activate a stronger definition of leadership success that suits your goals.
We are real businesspeople who tap into realistic, business-driven perspective to understand the practical context of your unique leadership challenges and goals. Our programs range from smaller skill-building sessions to larger, extensive immersions, and they span the full life cycle of leadership, from new leaders to high-level executives, across the entire organization. Although we are anchored into a best-in-class learning institution, our Center for Leadership has the freedom to run like a business. We deliver hundreds of talent development programs to marquis corporate partners every year, and no two are alike.
Bring the big picture into view inside your company.
Inspire your employees, and they will inspire your organization.
Open the door to targeted leadership skill-building, and improved performance will walk right in.
Empower your workforce to move beyond status quo.
Inspire your employees to aim higher than the next promotion—help them promote the big picture vision of your organization.
Align your organizational culture with your vision. From next steps to big picture, we’re here to help.
We are passionate about working with you in an on-the-level, person-to-person approach. We listen until we fully understand your exact leadership development goals and aspirations. Along the way, we work with you to articulate and build a case for how those achievements will resonate inside your unique organizational culture. With this context, we’re able to shape a custom learning experience that suits your greatest needs and priorities. We never advocate for more than you need, and we don’t settle for less than it takes to generate a palpable impact. At the Center for Leadership, we’re centered on you.
Resourceful. Genuine. Personal. This is how your company’s leadership development was meant to be. We don’t arrive with the same box of prefab solutions and canned lingo that the others do. We show up ready to transform your team. And when the dust settles, what you’ll see is actively engaged leaders who are working to blaze new paths to success within your organization. Clear focus. Total alignment. Built for business reality.
CLAUDIA
