Today’s hyper-social media environment, 24/7 news cycle and regulatory landscape can put your corporate reputation at risk at a moment’s notice. As your trusted counselor through planned and unplanned changes, G&S Business Communications identifies vulnerabilities in relationships and gaps in understanding among audiences who drive growth.
Our strategies are formed with insights gleaned from stakeholder perceptions, competitive audits, and outcomes of risk-return scenarios. From organizational transformation programs to crisis mitigation and issues management, our seasoned reputation strategists seek the best path forward for you. We apply our expertise in message and content development, media training and media relations, and round-the-clock monitoring of editorial coverage and digital/social media exposure.
Leveraging a Comeback Story
How does a company regain significant market share after one of the nation’s largest data breaches? By leveraging its corporate comeback story. After Heartland, a payment processor, was breached in 2008 and into 2009, it needed to rebuild its reputation. As new breaches were reported, G&S worked with Heartland to take preemptive action and share details of its recovery with the news media. Positioning Heartland’s executives as thought leaders in a hot-button space, G&S helped the client rebound and secure top-tier media coverage prior to its sale in 2015, including a profile in the Wall Street Journal.
Doubling Down on Risk Mitigation
When exterior building products company Ply Gem Holdings, Inc. completed a key acquisition, G&S shaped its corporate strategy to mitigate potential business losses from perceived channel conflict and brand dilution. With only a two-month window to prepare, our team took on the role of strategic communication advisors and vital conduit between Ply Gem and the seller. Our goal: Position the acquisition and divestiture as a win-win-win for company associates, channel partners and broader stakeholders. Working across a matrix of senior management, legal, human resources and communication executives, we developed precise timelines, communication resources and specific protocols for fielding inquiries. Ply Gem’s reputation grew as positive results resounded across editorial coverage from business media and testimonials from employees and key channel partners.
Shining a New Light
G&S knew the move by Dow Electronic Materials (previously Rohm & Haas) to buy Kodak’s light management films business would be closely watched by trade, investor, analyst and employee audiences in the US, Taiwan, Japan, South Korea and China. Working directly with senior leadership, corporate counsel and the investor relations team, G&S strategically managed the sale and ensured that cultural issues were addressed by a common vision and unified voice. The campaign resulted in favorable news coverage, positive stock movement on the day of the announcement, and an informed and engaged employee audience across all locations. With positive reports in the Associated Press, Bloomberg, CBS News, Dow Jones Newswire, EDN Asia, Electronic Times, Forbes, Reuters and USA Today, the acquisition quickly became a competitive advantage and reputation builder.
A Unifying Purpose
Following a string of mergers and acquisitions that fragmented the workplace, audio and voice technology manufacturer Knowles Corporation tapped G&S for a creative and brand strategy to redefine the company’s mission, vision and values for its employees worldwide. The newly designed brand identity was introduced globally via posters, banners, infographics and branded items. To also bring the company’s five values to life, an animated video was produced and used throughout the organization. The video was featured on the career page, new employee training materials, company intranet, campus television and shared directly by the CEO at the town hall meeting. The updated visual identity helped Knowles differentiate itself from competitors and proved to resonate with the employees, bringing together a revived and unified workforce.
Brand Identity Links Employees
Martin Marietta, a leading supplier of aggregates and heavy building material, teamed up with G&S on the cusp of an acquisition and 20th anniversary for a brand refresh and employee communications campaign that would ensure consistency and employee support. We conducted interviews with Martin Marietta’s leadership team to gain an understanding of the employee base and their emotional commitment to the company. With these insights in mind, we designed a logo grounded in the company’s strong history as well as its evolution into a more diversified brand, created a highly utilized set of brand guidelines and developed a video introducing new, unified messaging that would take the brand forward.