AMY BURNS SMITH

$100 REDESIGNED CURRENCY EDUCATION CASE EXAMPLE

There are more $100 banknotes in circulation outside of the United States than inside. In order to stay ahead of counterfeiters, the U.S. government makes changes to security features. They turned to Burson-Marsteller to help communicate about the changes. I served as executive Program Manager for this effort.

• Priority One: Educate. Teach cash handlers (banks, taxis, restaurants and the public) how to authenticate currency using the new security features.  

• Priority Two: "Good for Good" Reassure cash handlers worldwide that the old currency is still "good for good" - in other words, individuals possessing old banknotes will still be able to use and spend them. This message was critical to preventing cash flow imbalance in the world. 

Program Manager duties included leading the efforts of 100 people in 20 countries in outreach to 49 countries. Primary in-language focus groups were conducted; signage, videos, video games, news releases and materials were created and distributed. The result was a smooth transition to the new currency.

Click on $100 photo to the left to link to more information.

SAP CEO COMMUNICATIONS SUPPORT

When SAP CEO Bill McDermott needed a "communications executive on loan" to provide fresh perspective on messaging and outreach, I was deployed to Newtown Square, PA to their North American headquarters to assist.

Work included media training executives, writing speeches and presentations, and helping to simplify the strategy for their midmarket work.