Internal integrated marketing communications improve staff performance and increase corporate profit

This thesis offers an internal integrated marketing communications campaign as the ideal communications strategy to improve a corporation's environment and profitability. The foundation for this hypothesis is based upon past research indicating employees who are fully engaged and motivated to perform at higher than average levels have a positive impact on a corporation's profitability. Execution of this campaign results in development of staff expertise and commitment leading to higher levels of customer satisfaction. Profitability is further enhanced by improved job satisfaction and reduced employee turnover. Based upon the principles of integrated marketing communications campaigns targeted to consumers, an internal plan establishes the brand statement as the platform from which messages and motivational tactics are created.