Bonadio

The Merger is the Message

Merger announcements are tricky business. News outlets want information. Employees and clients need reassurance. The community has to understand the impact. The companies involved need to maximize the publicity. And, most importantly, content and timing have to be flawless to prevent misinformation.

WE HELPED THE BONADIO GROUP ANNOUNCE THE BIGGEST MERGER IN ITS HISTORY—CREATING THE LARGEST INDEPENDENT FINANCIAL SERVICES PROVIDER IN UPSTATE NEW YORK.

The goal? Create a marketing communications campaign to reassure employees that this was good news; let clients know that they would receive consistent service; communicate the new company’s expanded services; and generate excitement. All carefully choreographed to preempt any leaks or unauthorized messages.

Employee Q&A

WE DEVELOPED AND DISTRIBUTED ALL EXTERNAL MESSAGES; CONDUCTED MEDIA AND TRADE RELATIONS; DEVELOPED KEY INTERNAL MESSAGING; AND CREATED A PRINT/DIGITAL AD CAMPAIGN.

Within 48 hours of distribution, the press release was posted to 259 online news sites across the U.S., including city business journals, New York Financial Press, New York Financial Services Professionals, Financial Industry Today, and Yahoo! Finance.

Press Release
43 media hits within 48 hours of the merger announcement.
93% of media coverage was published on the release date.
62,625,184: Total circulation for unique visitors.
74,089,061: Total circulation for potential viewership.

“the transition was a smooth process that garnered high awareness.”

“The merger campaign has exceeded my expectation in terms of communicating this announcement with external audiences. Through the communication elements created by Martino Flynn, the transition was a smooth process that garnered high awareness.”

Tom Bonadio

CEO and Managing Partner

The Bonadio Group

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