All messaging and tactics took an audience-first approach, answering the core question – “What’s in it for me?” – for everyone involved. A multi-faceted roll-out of the announcement in both English and French included employee events involving staff at all locations of both companies, e-mail communications to customers, blogs, and social media posts.

These direct communications were supplemented with a robust media relations strategy that included customized pitching of local and trade media outlets – publications that reach customers and employees – in addition to broader news release distribution across U.S. and Canadian business media.