Ensured smooth M&A transition with strategic communications
5/29/2025
Client: Confidential Manufacturing Company
A landmark merger of two established manufacturing companies risked creating uncertainty among employees, investors, and customers. A proactive communications strategy was essential to a smooth integration.
Objective
To ensure a smooth transition during a major merger by maintaining stakeholder confidence, aligning internal and external messaging, and reinforcing the long-term value of the deal.
Approach
- Created a unified messaging framework that articulated a clear, compelling vision for the newly combined company.
- Developed tailored communication streams for different stakeholder groups, including employees, investors, customers, and suppliers.
- Executed a phased announcement strategy, starting with internal communications to ensure employees felt valued and informed.
- Managed all media relations, securing positive coverage that focused on the strategic benefits of the merger.
- Established a post-merger integration communications program to maintain momentum and address ongoing questions.
Outcome / Impact
- Employee retention rates remained stable throughout the transition period, with high levels of engagement in integration activities.
- The company's stock price saw a sustained increase following the merger announcement, indicating strong investor confidence.
- Media coverage was overwhelmingly positive, with key messages appearing in over 90% of top-tier articles.
Services used
Velthros was the architect of our communications success. They provided the strategic foresight and hands-on support we needed to navigate a complex and critical transition.
Background
Two major players in the industrial manufacturing sector announced a merger of equals, creating a new industry leader with a global footprint. The challenge was to communicate the strategic rationale and long-term value of this merger to a diverse set of stakeholders, including a multi-generational workforce, institutional and retail investors, and a global customer base, each with their own unique concerns and priorities.
What we did
We developed a holistic communications strategy that put people at the center of the merger story. We started with an internal-first approach, equipping managers with the tools and training to communicate the vision for the new organization to their teams. We then executed a carefully sequenced external communications plan, beginning with a joint announcement to investors that highlighted the financial synergies and growth opportunities. This was followed by a targeted outreach to customers and suppliers, reinforcing the company’s commitment to quality and service.
Result
The merger was a resounding success, not just financially, but culturally. The clear, consistent, and empathetic communications strategy was credited with laying the foundation for a successful integration, minimizing employee attrition and maximizing stakeholder buy-in. The new company launched with a unified sense of purpose and a strong market position, ready to capitalize on the opportunities created by the merger.