Client Results: Verizon Business
Communications and Networking Practice case study
Overview
On Valentine's Day in 2005, Verizon and MCI announced that the two companies would merge to create a new multi-billion dollar telecommunications business unit of Verizon Communications called Verizon Business. The merger provided the opportunity to showcase the companyís advanced communication solutions for enterprise and government customers worldwide.
Challenge
Verizon Business needed a strategic public relations branding campaign to showcase the immediate value of the newly created business unit. With predetermined short and long-term goals, the campaign needed to create positive first and lasting impressions with the media, analysts, customers, and employees worldwide.
Strategy and campaign
In preparing for the official launch of Verizon Business on January 23, 2006, Merritt Group and Verizon Business developed an aggressive Day 1 Campaign that included outreach to key journalists, Wall Street financial analysts, and industry analysts.
To demonstrate the immediate benefits of the acquisition on Day 1, the public relations team developed messages touting Verizon Businessí global presence, history of IP innovation, new Business Continuity solution, and enhanced suite of Enterprise Mobility services.
Critical to the successful kickoff of the Day 1 launch was the Verizon Business NetConference. In addition to issuing a traditional press release, Verizon Business leveraged its advanced conferencing technology to create an interactive forum for reporters and analysts to learn about the new business unit, meet Verizon Business President John Killian, and learn about the companyís new services.
Results
Approximately 82 press and analysts attended the NetConference. In the first 100 days after the launch, the public relations team worked together to garner more than 450 articles. The launch of Verizon Business was a huge success.
When they win, so do we
Our greatest satisfaction comes from generating results for our clients. But it's also nice when our good work earns awards for ourselves.
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