Case Studies
Segovia
Out-of-this-world support for a secure communications provider
Situation
Segovia, Inc. is a leading provider of secure global IP communications solutions for government and military customers around the world. As part of its strategic business plan, the company became a wholly owned subsidiary of U.K.-based Inmarsat plc, a billion dollar provider of global mobile satellite communications services for use on land, at sea and in the air.
Following Inmarsat’s agreement to purchase Segovia, the company needed a comprehensive communications strategy for reaching out to its key audiences – as well as all of the materials necessary to make it happen. And, they needed it quickly: the announcement was being made less than 72 hours from the contract signing. Boscobel leapt into action at 5 p.m. that Friday night.
Objectives
- Prepare and execute a carefully timed communications plan for internal and external audiences and develop all materials needed to support it.
- Facilitate smooth internal communications to minimize employee attrition.
- Secure positive coverage of the transaction in trade and business media outlets.
Tactics
Working closely with the Segovia team, Boscobel developed a comprehensive communications plan and put it into action. The plan followed a two-pronged approach, with both sides executed simultaneously to assure consistent and ongoing messaging for all audiences:
- Internal communication: Boscobel immediately wrote an e-mail invitation for the all-hands meeting of Segovia employees for the official announcement. Meeting content, also developed by Boscobel, included a PowerPoint presentation to be delivered by the CEO and follow-up correspondence from the CEO and COO to employees. Boscobel also developed Intranet content about the transaction, Frequently Asked Questions, and toolkits for managers to use when meeting with employees.
- External communication: While also executing the internal communications, Boscobel developed a comprehensive outreach plan for media in satellite, business, government and trade press. This plan ensured the appropriate dissemination of press releases and also identified which reporters would be pitched for a briefing with Segovia leadership. In addition to preparing materials for media contacts, Boscobel developed communications for Segovia’s customers, partners and vendors, including call scripts, letters and PowerPoint presentations for Segovia as well as talking points for all audiences.
Results
The carefully – albeit quickly – planned and executed M&A communications for Segovia resulted in a smooth and successful announcement.
Immediately following the press release distribution, Boscobel coordinated and facilitated briefings with business and trade publications for U.S. and international audiences, resulting in multiple positive articles. The transaction news and interviews with Segovia’s CEO were covered in outlets including Washington Technology, The Washington Business Journal, Space News, Military Information Technology, and The Economist. And, with positive response from senior leadership and minimal employee turnover, Segovia was well positioned to pursue key contract opportunities and its corporate growth goals.