Allan J. Steinmetz, former Senior Vice President of Marketing and Communications at Arthur D. Little, Inc. and former Worldwide Director of Marketing and Communications at Andersen Consulting, to form integrated marketing strategy and management consulting firm, Inward Strategic Consulting

Business Wire, March 24, 1999

BOSTON--(BUSINESS WIRE)--March 24, 1999--Allan Steinmetz has announced the formation of a new integrated marketing strategy and management consulting firm called Inward Strategic Consulting. The firm will be headquarted in Boston. Mr. Steinmetz was a Senior Vice President of the global management/technology consulting firm, Arthur D. Little for the past five years. Before that he was Worldwide Director of Marketing and Communications for consulting giant Andersen Consulting, based from the firm's headquarters in Chicago. Inward Strategic Consulting will be built upon a proprietary, copyright-protected, nine-step, three-phase internal communications planning process called Inward Marketing(c): Change Management Communications Planning. This process creates compelling internal messages and communications plans that enroll, motivate, educate, and inspire staff to support large-scale change initiatives such as ERP/SAP implementations, post-merger integration and reengineering.

After reviewing the Inward Marketing(c) methodology, Dr. Michael Hammer, creator of Reengineering, speaker, teacher and author said, "This simple process will help create powerful and successful change management initiatives." "The methodology cr eates communications that are entertaining, experiential, and that educate, therefore, communications are more effective than traditional forms of internal communications such as memos or newsletters." Steinmetz said.

In addition to Inward Marketing(c): Change Management Communications Planning, Steinmetz has created another process called the Dialogue Marketing Model(c): a proprietary planning methodology for establishing marketing strategy and creation of compelling integrated marketing programs in synergy with sales and business development activity. He has presented this methodology at numerous public seminars including the Information Technology Service Marketing Association (ITSMA), one day services workshop. The framework has been developed and refined over the last 24 years of Mr. Steinmetz, career at Young & Rubicam, Andersen Consulting, and most recently with Arthur D. Little. It is particularly relevant and useful in professional/marketing services, IT, system integrators, software development, and consulting sectors. Mr. Steinmetz comments, "There needs to be synergy between the company's ambition (what it stands for), the brand articulation, and the activities of the marketing and communications professionals and the external sales force and business developers. These activities must be planned sequentially, filling the informational needs of the customer as they pass through awareness, consideration, and preference to making a sale. What you communicate and when can make all the difference in the Dialogue Marketing(c) framework."

Steinmetz also announced that his firm has been retained to do several projects for four brand-name organizations, including his former employer, Arthur D. Little. Charlie LaMantia, Chairman, President and CEO of Arthur D. Little said, "Allan is a great guy and solid marketing strategist and professional. We're sorry to have him leave our organization, but pleased to see him establish his own firm where he will still be available to us." Industry watcher, Dick Munn, Chairman, CEO and founder of the Information Technology Services Marketing Association (ITSMA), commented, "I have been encouraging Allan to go off on his own for several years. He is one of our industry's thought leaders and his Inward Marketing Process(c) and Dialogue Marketing Framework(c) are compelling methodologies for thinking about internal employee/organizational adoption and change management and integrated marketing for the services industries."

Steinmetz also plans to conduct public training seminar and multi-client benchmark studies covering both Inward Marketing(c): Change Management Communications and his Dialogue Marketing Model(c).

Mr. Steinmetz can be contacted at Inward Strategic Consulting, 963 Centre Street, Suite 100, Newton Centre, MA 02459 or by telephone at 617-498-5200, Fax 617-498-7228, or e-mail, steinmetz.a@adlittle.com.