Communications Plan
for M&A

New Visual Brand Supports Merger Public Relations

This campaign won the Association for Accounting Marketing – Marketing Achievement Awards Integrated PR Campaign!

After its successful new logo launch and visual rebrand, Anglin Reichmann Armstrong retained Ingenuity Marketing Group to develop a strategic communications plan and to implement public relations.

The first priority was to create messaging and a media list to announce a strategic merger underway in Pensacola, Florida.

Strategy

Ingenuity identified the goals of the merger by interviewing the managing partners at both Anglin and the Pensacola firm, Bloomer, Geri & Company. We developed different talking points for both firms and identified key media in both markets to approach about the merger news. From there we developed a communications plan that included messaging to share with employees at both firms and with clients, consulting on the timing of these communications. We also drafted a press release that identified the benefits of the merger as well as the fact that the Pensacola firm would change its name and brand to Anglin Reichmann Armstrong.

Results

Ingenuity’s full-service team handled the communications plan, got approvals for the press release and distributed the release to media just in time for the official merger announcement. Messaging internally created excitement for the change and calmed any potential concerns both in the Huntsville, Alabama, and the Pensacola offices. Media picked up the merger story, including national accounting publications INSIDE Public Accountingand Accounting Today.

Leaders were very happy with the positive press coverage and the smooth transition that the messaging supported with staff and clients.

Here is why your M&A plan needs internal messaging as well as public relations. Read about the value of brand positioning.

“As accountants working diligently for our clients in their business consulting, financial and accounting needs, we recognize we need the resources and expertise that Ingenuity delivers. The relationship built with the team at Ingenuity is the same relationship we have with our own internal team. We trust their expertise, need for discretion and timely delivery of all of our marketing needs.”

Gary Anglin,
Managing Partner, Anglin Reichmann Armstrong