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A Challenging Announcement for a Growing Business

Project Overview

Faced with a challenging decision to close two of its facilities, Everbrite – one of the largest, full-service, visual identification companies in the United States – sought a communications partner to facilitate an inside-out announcement approach.

The Challenge

Since 1927, Everbrite has been providing innovative visual identification and LED lighting solutions to leading companies throughout the world. Today, Everbrite is one of the largest, full-service, visual identification companies in the United States. Amidst an evolving company and industry, the company had to adjust to market trends, most notably in neon signage production. Everbrite recognized a need to exit the neon business and streamline its operations to capitalize on efficiencies and position the company for continued growth and success. As a result, Everbrite made the challenging decision to close two of its facilities.

Understanding the sensitivities of the announcement, especially for those employees who would be directly impacted, Everbrite engaged Mueller Communications to develop and help implement a comprehensive communications strategy. This approach provided proactive, transparent communications that positioned Everbrite as the respected source of timely, accurate information about company changes. It also demonstrated the need for change, illustrating that the company was making the right decisions for the future of its operations, its employees and its customers.

The Solution

Mueller Communications developed a detailed announcement rollout plan designed to reach key audiences at the right time with the right message. As part of the plan, Mueller Communications developed all announcement messaging, FAQs, notification scripts and letters for all of Everbrite’s internal and external audiences. We also developed a minute-by-minute announcement timeline.

In addition to proactive communications to key target audiences including employees, customers and suppliers, Mueller Communications served as the media contact for Everbrite regarding the announcement, fielding media inquiries and providing statements to the media.

The Results

As a result of the carefully crafted and executed announcement plan, the announcement was seamlessly and consistently executed across the company and with key external stakeholders. The company’s message was well-received, and leadership was prepared for questions. Additionally, media coverage was accurate, fair and balanced and pointed to the company’s commitment to its employees and its future.