CASE STUDY

Communications Planning + Execution:

Corporate Acquisition

With the acquisition of my company, both leadership teams tapped me to devise, lead, and execute a multi-prong communications plan for my company, Scrimmage, and the acquiring firm, ACTO.

Interfaced with both CEOs to support coaching, drive messaging, and meet deliverables:

  • Crafted all content, PR, and messaging

  • Established a clear goal to incorporate and acknowledge all stakeholders

  • Worked deliverables through marketing and media teams, while overseeing all resulting assets

  • Interfaced with ACTO’s 5-member marketing team & PR firm

  • Coordinated all moving parts to simultaneously launch in less than 3 weeks

Driving the Marketing Plan - Speaking to All Stakeholders

01. Customers + Partners

a. Crafted an “Open Letter” from each respective CEO (see below)

b. Crafted benefit-oriented talking points for Client Services, Sales Teams , etc.

02. Prospects

a. Developed + addressed pain points - how new relationship now supports them

b. Worked with respective sales teams to ensure objection-handling + consistent messaging / all on the same page

03. Industry Media (informs Competitors, too!)

a. Leveraged my strong relationships with key trades across L&D, Training, Talent Development,

as well as applicable business + sister publications to capture higher-level executives

b. Press Release, Interviews, Articles

c. Looped in + worked closely with ACTO’s PR Firm to ensure broader reach and support

04. Our People / Respective Teams

05. Promotion for Investors leading the acquisition

Assets

01. Open Letter

02. Press Release (for ACTO’s PR Firm to push out)

03. Email Drops, customized for:

a. Clients + Partners

b. General/External (prospects/lead gen, trades, etc.)

c. Employees

04. Social Posts + Images

05. Social Ads Planning, Budgeting, Timing, Creation of Images + Blurbs

06. Microsite Content to promote combined force + FAQs, incl. (typical) client questions

07. Landing Page Content — banners for each company’s website

08. Internal Deck Content — messaging, timelines for client services personnel, etc.

09. Sales Deck Content — multiple slides

10. Podcast Directives/Review — featuring both CEOs

11. Messaging for Video Snippet, featuring both CEOs, across all sites + all socials

Open Letter For All Stakeholders

Site Updates

Press Coverage - Key Industry Trades