Challenge: Communicate an acquisition

A few months ago, I was interviewing with a company that challenged me to come up with a communications strategy for announcing a merger. This post includes all the deliverables I put together for them, which I’m posting publicly thinking they might be helpful to someone else.

They challenged me to communicate an acquisition:

A medium-sized tech company is acquiring a smaller firm in the same industry. As the chief marketer for the company, how do you:

  1. Inform key stakeholders
  2. Maximize benefit for the acquiring company
  3. Explain changes to customers

 

I decided to focus on a fictional B2B content management company:

  • The acquiring company (ContentBox) is a B2B content management platform focused on local retailers across a wide variety of verticals. The product includes extensive analytics features out-of-the-box and a huge variety of templates.
  • It is acquiring a video player and analytics platform (VidMedia) to integrate into the existing system. VidMedia is primarily used by freelance or smaller production houses to host and share video content, similar to Vimeo or Wistia.
  • One key challenge in this transition is that a high percent of VidMedia customers do not currently also use ContentBox either because they are not interested in a more extensive CMS (40%) or they use a competitor (20%). Due to resource constraints, ContentBox has decided to keep the VidMedia player available but stop providing support or updating the tool after a 12-month transition period. Customers who use VidMedia but not ContentBox will see no changes for 3 months, then move to the ContentBox back-end interface for 6 months before the VidMedia stand-alone product is phased out at the end of 12 months. VidMedia has data on what CMS, if any, its customers use.
  • Within 3 months, ContentBox users will see new video features and analytics within their existing interface. They will not see any further changes.
  • Communication plans have already been determined for internal stakeholders (investors, employees at both companies) and what’s left now is to determine how to communicate to external stakeholders – existing customers of both companies, industry press and other influencers for potential customers.

 

Here’s what I’d do:

Download (PDF, 4.6MB)

 

This document includes both the overall marketing strategy and the transition plan, as well as a few work samples created for this challenge.