Marketing Communications
Corporate Partnership: Multinational Technology and Business Process Firm
Challenged by siloed marketing departments and budgets, resource inefficiencies, and inconsistent return on investment, a U.S.-based, multinational business services and technology firm needed a fresh approach to its corporate communications and media relations. This Fortune 500 IT services firm turned to Public Strategies to evaluate its interactions with the public, provide unbiased communications strategy, and restructure its media relations and marketing communications capabilities.
Our goals were to align communications with business goals, enhance the company’s visibility and earned media opportunities, improve and leverage the company’s brand equity and improve service capabilities communications.
Public Strategies undertook an extensive communications audit of resources, operations, relationships with external and internal constituencies, and business goals to determine what steps the company should undertake to improve its public affairs and maximize its resources. The assessment identified a number of programmatic deficiencies and outlined several benefits to implementing a new communications model.
Based on the client’s business objectives, Public Strategies developed program options for restructuring the communications organization, including a comprehensive, long-term corporate partnership. The company chose to engage Public Strategies to manage day-to-day its corporate communications and marketing communications operations, including organizing, staffing, managing, and executing strategy with a dedicated, on-site team.
As a result, Public Strategies:
- Centralized the client’s corporate and marketing communications functions for greater efficiency and effectiveness
- Developed a comprehensive, integrated communications strategy that included greater emphasis on media outreach in domestic and international markets
- Developed the client’s first government affairs division, which coordinates closely with the corporate communications and marketing team
- Enhanced the company’s internal communications program
- Expanded and improved the company’s digital and online initiatives
- Established and directed a standardized branding program for all business units and associates
In the first year of its relationship with Public Strategies, the company streamlined 17 decentralized positions and reduced costs for many duplicative services, which resulted in savings of $1.2 million –– nearly 25% of the total communications budget at that time.