West and Cockrill to Present Award-Winning Merger PR / Branding Campaign Case Study at May 17 PRSA Luncheon
Two long-standing market leaders in the Greater Knoxville business community – each a competitor of the other – decide to merge.
The soon-to-be-merged company needs a new brand – including a positioning statement, logo, website, brand advertising . . . “the works,” as well as an employee communications strategy, social media program, positive media coverage and client communications – all researched, planned and ramped up in less than three months (with one of those months in the thick of the holiday season), rolled out internally and externally in a single day immediately after New Year’s, and all without the merger news leaking prior to launch.
Mary Beth West of Mary Beth West Consulting and CEO David Cockrill of Red Chair Architects will discuss the strategic communications effort that was invested in the roll-out of the Red Chair Architects brand, which launched Jan. 3, 2012, following the merger of Cockrill Design & Planning and Community Tectonics.
The campaign just received top “Award of Excellence” honors from PRSA’s Volunteer Chapter in the Global Communications, Media Relations, Social Media, Internal Communications and Marketing Professional Services categories.
Cockrill and West will share lessons learned from the campaign, as well as strategic factors and communications that any company should consider in a merger decision.
When: Thursday, May 17 (networking at 11:30 a.m.; meeting begins at noon)
Where: Scripps Networks Interactive NEW Building
**From Sherrill Blvd., turn onto Frank Gardner Lane, between Highland Funeral Home and Brown Squirrel Furniture. Proceed to roundabout and make an immediate right to the SNI guard house. Give your name to the guard. Visitor parking is on the top level of the parking garage in front of the main entrance. A PRSA representative will meet you in the lobby to direct you to the meeting room.
Cost: $20 for members, $25 for non-members
Menu: Please indicate your lunch choice when submitting your RSVP. A vegetarian option is also available if needed.
- Tarragon Chicken Salad on Wheat (Blend of tarragon, celery, onion and seasoning)
- Curry Cranberry Pecan Chicken Salad on Croissant (Sweet and tart cranberries with the crunch of fresh pecans and celery)
- Turkey Bacon Swiss on Sourdough
RSVP: Chelsey Riemann at chelsey.riemann@townoffarragut.org by Noon on Friday, May 11. Please note that no-shows will be billed. |
