Marketing and Branding Post-Merger Integration Plan

Plan Contents

• Assumptions
• Branding Strategy
• Team Charters (Branding, Marketing, Communications)
• End States
• Branding Migration
• Branding Integration Plan
• Dependencies
• Savings and Cost Estimates
• Risks and Mitigating Actions
• Open Issues
• Key Actions by Team (Branding, Marketing, Communications)

Assumptions

• Marketing will be consolidated into one organization
• Launch of one consolidated go-to-market plan for next year
• Global Marketing will drive branding and development and sharing of best practices and regions will continue to drive development and execution of annual go-to-market plans
• Brand will migrate to Acquirer beginning immediately upon close and migration will be complete by end of Q1 next year
• All communication will be coordinated globally with opportunity for local customization to address region-specific issues

Branding Strategy

One Brand – Acquirer’s

• Broader meaning in solutions context
• Same target audience
• Relatively homogeneous needs globally
• Desire for global solutions by partners and clients
• Overlapping value proposition
• Greater investment in broad awareness building
• No legal or translation issues identified

Team Charter: Branding

Charter Statement: Development and execution of the strategy and plan for the migration of the Acquiree’s brand under the Acquirer’s brand.

Areas in Team’s Scope:

• Definition of the brand architecture for the Company
• Development and execution of the detailed brand transition plan
• Identification and migration of all business elements (including signage, collateral, promotional items, business documents, etc.)
• Development of a budget to cover the cost of migration
• Development and execution of a plan to build excitement and support for the Acquirer’s brand with employees, clients, partners and the general public ...