CASE STUDY
Segra
Challenge
Two telecom companies decided to merge. Together, they’d be one of the largest networks on the Eastern Seaboard. The potential was great, but so was the challenge. Although the two merging companies looked like a “match made in heaven” on paper, the reality was quite different.
Result
Over the course of two years, we had the opportunity to lead the company through a broad spectrum of initiatives. We tapped into many tools in the True Story “toolkit” to build leadership and cultural alignment — providing the foundation for rapid growth. With a united brand and cohesive culture, the company grew significantly. Ultimately, our work together paved the way for a successful sale to Cox Communications in 2020.
“Through our merger, True Story was instrumental in bringing together the teams of both companies.”
TIM BILTZ, PAST CEO
Our process in action.
Helping the recently merged company build a shared understanding was critical for bringing together two very different cultures and brands. Working closely with a cross-sectional team that included top executives as well as front-line workers, we helped this team forge one solid team out of two. We shepherded the team to a new brand and new name. We also helped the leadership team roll out a new set of core values to bring to life the company’s new direction in a way that would get employees across the company excited and engaged.
To help the company expand into new markets, we engaged in several brand initiatives, all supported by our co-creative process. We creative-directed multi-media campaigns including billboards, baseball park videos, and social media banners. We also led the creative charge for the new corporate website, corporate brochure, and multiple sales collateral.
To ensure the company could back its brand promise, we engaged extensively with the president to operationalize a focus on customer service throughout the organization. We also led manager training workshops to help them understand and then support the “full potential plan” that the company had invested in.
KNOW YOUR TRUE STORY
• Leadership Retreats
• Manager Workshops
• Stakeholder Interviews
• Customer Research
• Employee Surveys
TELL YOUR TRUE STORY
• Brand Architecture
• Company Name
• Brand Guide
• Brand Identity System
• Mission & Core Values
LIVE YOUR TRUE STORY
• Multi-Media Brand Campaign
• Corporate Videos
• Corporate Website
• Corporate Brochure
• Sales Collateral
• Headquarters Design
• Employee Recognition Program
Brand + Identity System. Working closely with the leadership teams, brought the two companies together through an immersive and highly collaborative process that netted a brand platform with full buy-in. Following this, crafted a strong identity system to stand out in the marketplace.
Multi-Media Brand Campaign. Building from their customer-centric focus, we crafted their “why” – which we framed up as “freedom to grow.” This promise translates to a commitment to offer the communications solutions that help companies reach their potential.
Corporate Website. Launched a new website that accounted for multiple audiences and a variety of complex products. Through carefully crafted design and copywriting, created more “human” messaging to underscore the company’s commitment to 360 customer service.
Corporate Headquarters. With offices across the Southeast, it was critical to build a “homequarters” in their new hub in Charlotte, North Carolina, that welcomed everyone. In addition, this venue promotes the “Articles of Excellence” or core values that shape the company’s culture.
