The Inside Story


At ASC, we’ve learned that the difference between a good communications campaign and a great one starts with what we call the Inside-Out approach.  Inside-Out is a step by step approach that builds employees into a team of knowledgeable ambassadors who embrace and enthusiastically carry key messages to external audiences.

Here’s why building communications programs Inside-Out works, while simply distributing beautifully designed toolkits often produces limited and disappointing gains.

Inside-Out starts by finding out what employees—often the organization’s first contact with external stakeholders—understand about the new strategy or program.  By building outreach around what employees know and how they perceive the change will affect them, a skilled communications strategist can help identify a process that takes everyone in the organization from awareness to understanding and ultimately ownership of the communications effort—before it ever reaches an external audience.  That too often skipped step results in a unified and cohesive campaign that is amplified exponentially by employees who are engaged in the process.

This “success begins at home” philosophy has many benefits.

According to research from Gallup, employee engagement is strongly connected to business outcomes that are essential to an organization’s success, such as higher productivity, higher profits, and better customer engagement. Engaged employees drive the innovation, growth, and revenue that their companies need. And they become engaged by a company culture that embraces the values of the Inside-Out communications strategy.

“To build a strong corporate brand, you need brand ambassadors—employees who are thoroughly engaged, connected, and committed,” says Forbes contributor William Arruda. Citing a survey that ranks employees higher in public trust than a firm’s PR department, CEO, or Founder, Mr. Arruda says, “If you’re not inspiring your talent to be brand ambassadors, you’re missing out.”

And so is your communications campaign.

Inside-Out is a process that builds trust because it starts with trust.  “Engaging employees in the development of a communications and outreach strategy can catapult a campaign to remarkable levels of success,” says ASC President Nora Madonick.  “Asking employees what they think may sound simple, but doing so demonstrates the importance of their role in informing strategies, messaging, and tactics.  It empowers them to become ambassadors of change—a formula that wins time and again.”

The Inside-Out process is never a one-way street. It circles back to cause a dynamic spiral of success that just keeps on spinning—in the right direction.

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Saying Thank You on 9/11


All too often, individuals working in public service, whose jobs require them to put their lives at risk every day, do not receive the recognition they deserve. To show our support for the men and women we turn to in an emergency, ASC spent this year’s 9/11 Memorial Day donating blood and assembling Thank You packages for first responders at the Westchester County’s 9/11: Serve + Remember event, coordinated by Volunteer New York!

Volunteering is part of who we are and what we do. It’s deeply embedded in the ASC culture. As a socially responsible company, we reduce our impact on the environment through commuter benefits and give back to our community with pro-bono causes like Warrior Hike and volunteer days. We seek work that is meaningful and changes lives. Over the years, we’ve discovered that volunteering is not only inherently meaningful, it can also change our lives.


Just last week our lives were directly impacted by emergency personnel when one of our employees got stuck in an elevator. In rapid response, members of the White Plains Fire Department came to the rescue. The incident added to our sense of appreciation  when we gathered with other volunteers at the County Center, as we stood collectively to say thank you to those who stand ever ready to take care of people in need.

As we put down roots in White Plains, it’s important that we continue our commitment to corporate responsibility in our new community. Friday’s event was our first of many volunteering events to come.

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PTAC Helps Small Businesses Grow!


Rockland Economic Development Corporation’s Procurement Technical Assistance Center (REDC PTAC) helps to level the playing field with services small businesses need to be successful.  We provide expert government contracting assistance to small businesses who often lack the staff, time or expertise to pursue government contracts on their own.

Arch Street Communications (ASC) is one of our proud success stories—in fact, last year REDC PTAC clients secured prime and subcontracting awards totaling more than $141 million.  For more than 10 years, REDC PTAC has helped ASC with mentorship in navigating federal procurement and networking opportunities with government agencies including securing a federal General Services Administration schedule to certification as a women-owned small business. These services helped to open doors in the government procurement process. And it has paid off for ASC – contributing to a 50% increase in their staff.

REDC PTAC helps all eligible businesses with registrations, certifications, developing marketing strategies and everything that they need to sell to federal, state and local government entities. Our services are free of charge and can range from individual counseling, helping to create a government marketing plan to webinars, and workshops. We help businesses become more responsive to and successful in the government’s procurement process. Through the success of our clients, the REDC PTAC program promotes a vigorous and growing local economy which, in turn, contributes to job creation.


This guest post is written by Liz Kallen, Program Manager for Rockland Economic Development Corporation’s Procurement Technical Assistance Center (REDC PTAC).

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