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Acquisition/Integration
Campaign
Objective:
To announce to the chemical industry Rhodia’s acquisition
of Albright & Wilson, supporting
the merger through various marketing communications.
Agency
Solution:
Delfino Marketing developed a complete integration program, including
an html e-mail announcement to key customers; website information; trade
advertising campaign of three ads; 3 part direct mail program for customers;
sales literature update; press releases and press interviews; and internal
motivational support. Used creative theme of computers to promote the
image of a newly formed company with strong technological resources.
Results:
The key message of seamless integration was successfully communicated
to the marketplace. Benchmark reporting indicated awareness of the integration
was high among readers of
trade press.
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