An existing strategic plan for the organization outlined goals, strategies and potential tactics targeted for five targeted audiences – employees, clients, shareholders, community and regulators. While the document served as a solid foundation for strategic conversations, QCBT wanted to revise the plan with a more inclusive process. By involving multiple layers of the organization, QCBT hoped to enhance clarity around strategic goals, ensure actionable strategies, and solicit early participation in identifying opportunities and making goals a reality.
Additionally, QCBT sought to address its fundamental brand position in the Quad Cities region. With a long and proud tradition driving a solid customer base, QCBT leadership saw opportunities to improve the organization’s overall brand awareness, starting with internal messaging. Thoughtfully shaping an organizational message and developing marketing around that refreshed message drives operational excellence and enhances awareness in the community and beyond.
Chartwell conducted a full-day strategic planning session which allowed all levels of the organization to participate in the process to develop clearly articulated goals that align with QCBT strategic objectives. Additionally, the organization defined a consistent message that that was internalized and translated by any member of the QCBT team. Message training also was provided to senior leadership members to help them understand and share the unique brand proposition and promise upon which the entire organization must deliver.