Turbo-Charging Acquisition Communications
Fleet graphics specialist Turbo Images acquired its competitor Lettrapub in a friendly deal that created a powerhouse in the graphics industry. While the executive teams at both companies knew this was good news, they also knew they needed to build effective communications into their planning to make sure their employees, customers, and other stakeholders would feel the same way.
Our Engagement
- Communications Strategy
- Earned Media
- Social Media Marketing
The Challenge
The Objective
1 Build employee confidence in the acquisition and reinforce a shared vision for future growth
2 Demonstrate the benefits of the acquisition to customers of both companies, including greater capabilities, resources and value
3 Protect and strengthen the reputations of both organizations throughout the transition
4 Anticipate and mitigate communications risks, concerns and potential disruption associated with the acquisition
The Approach
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.
The Results
Feedback about the acquisition from customers and employees was overwhelmingly positive. And, because communications were so targeted and strategic, the news also gave Turbo Images an excellent jumping-off point for continued digital content and media relations.
Media coverage by the numbers:
63 million
Reach
111
News Release Pickups
17
Articles
580,000
Media Impressions
