Case Studies

Goals

• In the mid-1990s, Ward Creative Communications developed a 12-month communication plan for Global Marine, an offshore drilling contractor trade on the NYSE, to position itself as the preferred drilling contractor known for its superior equipment, customer service and value among the investment community, media and the general public.
  
  
• For the investment community, the goal was to share accurate information about the company and the industry. Additionally, the company wanted to introduce a new director of investor relations, while continuing to foster and solidify existing relationships with the analysts who cover the company.
  
  
• For media, the goal was centered on balancing the perception and reality of the company by garnering media coverage about Global Marine’s successes; proactively minimizing potential negative perceptions related to safety and environmental concerns; and gaining message control in an uncontrolled medium to improve the possibility of fair coverage.
  
  
• The goals for the general public were focused on corporate citizenship and industry advocacy. The company wanted to demonstrate it cared for its own employees and industry, as well as the communities in which it does business.

Strategy

• Ward Creative developed strategies and tactics to address the goals for the investment community, including providing resources and hosting events to open dialogue between executives and analysts. The agency recommended the company conduct teleconferences and/or analyst meetings, analyst conference participation, surveying analysts, hospitality events and tours of offshore rigs and drillships. 
  
  
• The company was known for being a good resource for the investment community and the plan sought to continue this trend. The agency incorporated tactics that provided pertinent industry information on a timely basis, including monthly Summary of Current Offshore Rig Economics (SCORE) report, annual report and worldwide electronic map for tracking key drilling areas.
  
  
• To communicate to media, the agency recommended regular interactions with reporters and editors to identify news and/or feature story opportunities through company background meetings or by preparing by-lined articles for publication.  The agency also  hosted press conferences related to SCORE and OTC news events to establish Global Marine as expert sources for the media.
  
  
• The general public strategy consisted of a variety of community-related activities. The agency counseled the client to underwrite public television energy programming, be prepared to provide disaster relief to Global Marine communities and supporting existing educational programs in areas where its E&P customers operated.

Results

• The company reported it built value by communicating to specific audiences established by the plan.
  
  
• Global Marine executives completed a series of luncheon presentations that produced positive feedback from analysts via a follow-up survey, fostering new and existing analyst relationships.
  
  
• The company also garnered positive media coverage with their annual SCORE press conference, strengthening media relationships while garnering positive press coverage.

Winner of PRSA Silver Excalibur, Global Marine, Bylined Articles