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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 IExecutive Communications Planning & Metrics

Strategic priority – Green Belt IVExecutive Publishing & Secondary Marketing

Strategic priority – Green Belt IIVenue & Calendar Management

Strategic Priority – Green Belt IIIExecutive Communications Effectiveness

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Executive Communications 2005

Driver All industry raters

Quality of management 9.40

Quality of products/services 8.79

Ability to attract, develop, keep talent 8.55

Soundness of financial position 8.44

Value as a long-term investment 8.32

Wise use of corporate assets 8.15

Innovativeness 7.73

Responsibility to community/environment 6.86

Drivers Among Corporate Executives for Public Confidence (Source: Roper 2002)

76%77%77%78%78%79%79%80%

Soundness

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Reputation Drivers (Fortune magazine, 2004)

1

2

3

4

Public Survey -- Key attributes of companies viewed as respected community leaders (Source: RFBinder Partners 2002)

(4=Very Important, 1=Not at All Important)

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Exec. Comm. Planning & Metrics

Executive Communcations Planning TemplateProvides consistent tool for analyzing comm goals, audiences, channels and desired outcomes, and plotting strategy and tactics for each exec

Exec Comm Metrics SpreadsheetsProvides shared, linked spreadsheets to track executive communications activity for each RCC member individually and in aggregate, by quarter and YTD.

Executive Communications – New Tools

Venue & Calendar Management

Executive Communications EffectivenessExec 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 SurveysConsistent online survey template to be used after each Knowledge Channel broadcast by an RCC member

Executive Communications Speech Event ChecklistA 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.

General Exec Comm Process Support

Speech Venue Access DatabaseShared 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 SystemSystem 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.