Thomson - Brand Launch
Brand Launch Case Study
“The ONE TL campaign achieved a $1 billion dollar premium above valuation in 2007 due in great part to these efforts.” - Ron Schlosser: President & CEO, Thomson Life-Long Learning.
Objective: Thomson Lifelong Learning, a division of the Thomson Corporation, was a $2.5 billion higher educational product provider. Grown both organically and through acquisition, senior management needed to reposition employee, customer and analyst perceptions. "We wanted to migrate from a holding company to a global enterprise; a 'recognized brand' with shared customers, methodologies and assets." --Ron Schlosser. President & CEO.
The overall goal was to increase market value in preparation for sale.
Strategy: In association with Thomson internal marketing and other key suppliers, (articulate) was instrumental in creating ONE TL (One Thomson Learning). This gutsy brand launch was designed to reshape the patterns and mindset of Thomson Learning from within. This initiative began with upper management and ended with employees and customers, thereby transforming the value of the Thomson brand.
The ONE TL “Senior Management Forum” was the dynamic kick-off event staged in early 2005 and repeated in 2006. The conference was hosted by President Ron Schlosser and was aimed at changing the collaborative mindset of senior managers within all divisioins of the Thomson Lifelong Learning Group. This senior-level conference was effectively followed-up with webinars, e-mail campaigns and "town meetings", (regional events), hosted by Ron and key managers using the same "Senior Management Forum" creative campaign templates and strategic content. Ron’s leadership message was to unite Thomson as one global entitiy. ONE TL effectively communicated the critical need for adopting a centralized brand mentality through enterprise-wide behavioral change--not merely through restructuring. This initiative included incentives that rallied sales, morale and cross-selling.
(articulate) developed all aspects of Ron's aspirational strategy, message and content. Ron was coached over a series of months; refining his presentation delivery skills for maximum impact to key audiences in all medias.
Results: The long-term success of this program was unprecedented. The ONE TL mantra was embraced by everyone from mail room staff to senior management to key customers. Ultimately, Thomson Lifelong Learning was sold for more than $1 billion over asking price, due in part to this ongoing initiative.
“The returns on the performance were excellent! The messages were right on and the packaging completed the communication and made it very effective. Thanks for all your help!" -- Ron Schlosser: President & CEO.