Change has been the only constant for M/C/C and one of its longest-standing clients, a leader in the satellite communications industry. In 1990 the Houston-based company was a small privately-held company that transitioned into a large publicly-traded company, back to privately-held and acquired for $550 million in 2010.
Originally a regional satellite communications service provider focused on the oil and gas industry in the Gulf of Mexico, the company matured into an international service provider with customers in multiple industries. M/C/C expanded the communications program to help drive and support the company’s dramatic growth through international expansion, acquisitions and new vertical market applications.
The strength of this brand remained central to the success of the organization through the change. While the company’s structure and management evolved, its position in the market and unique qualities remained true. Consistent market research was key to maintaining a relevant market position and brand message. Internal interviews along with external customer and prospect surveys gave us insight into market perceptions, competitive differentiators and decision-factors that positioned the brand as the reliability champion with global reach and resources. That positioning, along with the company’s exceptional execution, brought with it the recognition as the premier brand in the market. The market was less concerned with who owned the company or whether it was public or private, but rather on what value the brand could deliver for them.
Beyond the initial brand development, M/C/C was building the brand through award-winning communications programs that built awareness, positive perception and credibility. Those programs include an aggressive public relations campaign focused on generating third-party coverage, website development and production to educate the market on products, services and differentiators, advertising to build brand preference, social media to engage audiences and search engine optimization to increase visibility on the Web. These programs combine to raise the company’s profile and build its leadership position. Since our relationship began, this top international satellite communications brand has enjoyed year-over-year gains in perception in market awareness as an industry leader.
The positioning and brand perception led to much more than good communications – it also led a top executive at the acquiring company to state, “We bought [this company] for its brand in the market.”