How a Wisconsin manufacturing company used values-driven communication to build trust and momentum during a strategic acquisition
When a Wisconsin-based manufacturer was ready to grow through acquisition, the executive team knew they needed more than legal paperwork and financial due diligence. They needed to communicate the transition clearly, preserve relationships, and build trust with employees, vendors, and customers—all while staying focused on day-to-day operations.
That’s when they called me.
The challenge
The acquiring company wanted to make a quiet but confident announcement. The deal wasn’t just about growth—it was about legacy, values alignment, and long-term success. But without an in-house communications team, the leadership team needed help managing internal messaging, press outreach, and public perception.
They didn’t want to be bombarded with media calls or spend weeks writing talking points. They wanted one trusted partner to manage it all.
My role
As a Fractional CMO, I worked closely with the leadership team to craft a cohesive narrative that reflected both companies’ values. We focused on continuity, care for employees, and the shared commitment to quality and community.
I took communication off their to-do list entirely. That included:
- Drafting and distributing a press release
- Acting as the media contact to handle all inquiries
- Coordinating messaging across the website, social platforms, Google Business listings, and internal memos
- Preparing interviewees and providing talking points
- Supporting internal communication with employees and vendors
From press strategy to email copy, I ensured every message aligned with the company’s values and voice.
The results
- Several confirmed online and print media placements, including regional business and industry news outlets
- 2 inbound feature requests
- Full-length print article published in a respected trade publication
- Additional print coverage in news and online (single line items, not full articles)
- Campaign stayed within budget and on timeline, with room for future amplification
Why it worked
This wasn’t just a PR push—it was a values-driven communication strategy. Because the story was authentic, editors paid attention. Because I was the point of contact, the leadership team could stay focused. And because I’ve built long-term relationships with regional media, I knew exactly where to go—and how to get a yes.
Thinking about your next move?
If you’re planning a merger, acquisition, or major transition, I can help:
- Align messaging with your values and long-term vision
- Handle internal and external communication seamlessly
- Earn credible coverage and positive public perception
All it takes is one call. Reach me directly at 715-584-6773.
Let’s talk. Visit fletcherconsulting.com or email terra@fletcherconsulting.com.