how to communicate brand value to private equity stake holders
TRANSCRIPT
![Page 1: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/1.jpg)
Calypso Communications & Private Equity
![Page 2: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/2.jpg)
Design, writing, and P.R. for your message, your brand, your growth.
![Page 3: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/3.jpg)
CALYPSO WHO ARE WE?
• Founded in 2000 — New Hampshire
• Boutique, Principal-led
• Global Clientele
• Key Markets — Private Equity, Energy/Environment, Healthcare, Technology
![Page 4: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/4.jpg)
Energy/Environment • Waste Management/
Wheelabrator
• Babcock Power
CALYPSO SAMPLE CLIENTS
Private Equity • ArcLight Capital
• Atlas Holdings
Healthcare • Pharma
• Shields MRI
Technology • Fisher Scientific
• Fluidnet
![Page 5: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/5.jpg)
HOW DO YOU COMMUNICATE VALUE?
![Page 6: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/6.jpg)
• Messaging that informs investors and customers
• Media strategy that drives awareness and sales
• Branding that reflects market profile and industry legacy
HOW DO YOU COMMUNICATE VALUE? 1. MEET EXPECTATIONS
![Page 7: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/7.jpg)
• Aggressive investment thesis
• Business, customer, & investor confidence
• Strong operating company reputations
HOW DO YOU COMMUNICATE VALUE? 2. UNDERSTAND OWNER PRIORITIES
![Page 8: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/8.jpg)
• Clear industry brand and message
• High profile issues
• Media position
• Web presence
HOW DO YOU COMMUNICATE VALUE? 3. FOCUS ON OPERATING COMPANY CHALLENGES
![Page 9: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/9.jpg)
MARKETING PRIVATE EQUITY
![Page 10: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/10.jpg)
• Investors: Buy Side, Sell Side
• Influencers: Civic, Regulators, Analysts, Partners
• Media: Business, Financial, Trade, Online
• The Internet: (All of the above)
MARKETING PRIVATE EQUITY 1. KNOW AND UNDERSTAND KEY AUDIENCES
![Page 11: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/11.jpg)
• Identify people, service, & technology strengths
• Create a clear, investor-facing profile
MARKETING PRIVATE EQUITY 2. ARTICULATE CORE VALUES
![Page 12: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/12.jpg)
MARKETING PRIVATE EQUITY 3. CONNECT AUDIENCES TO KNOWLEDGE
• Investors
• External Influencers
• Industry Media
• Internet Audience
Innovation & Sustainability Project Issues Brand Awareness & Leadership Operations & Technology News
![Page 13: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/13.jpg)
OUR EXPERIENCE
![Page 14: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/14.jpg)
ArcLight Capital (Boston) since 2008 – Asset: Houston Fuel Oil
Terminal Company (sold to Alinda in 2011) • Web, brand, media, site
commissioning
– Asset: RepconStrickland (sold to EMCOR in 2013) • Web development, design,
media, strategy
OUR EXPERIENCE PRIVATE EQUITY OWNERS
![Page 15: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/15.jpg)
• Atlas Holdings (Greenwich) since 2011 – Asset: DRE (Detroit Renewable Energy)
(3 Detroit entities) • Investment thesis: long-term
operations
• Message, media, issues, & reputation management
• Brand, Web, video/animation, & social/digital
• CSR, Annual Sustainability Reports, community outreach
OUR EXPERIENCE PRIVATE EQUITY OWNERS
![Page 16: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/16.jpg)
• InterGen (Burlington, MA) (Bechtel, Shell, AIG, Ontario TPF, China Huaneng) – Annual Report development
1999-2004 • Goal: Tell an annual “story”
– Media, speechwriting, analyst communications,
– Employee engagement, internal communications
– Messaging, web, & brand development
OUR EXPERIENCE OPERATING ASSETS
![Page 17: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/17.jpg)
OUR EXPERIENCE OPERATING ASSETS
![Page 18: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/18.jpg)
• Rapidly Engage with message, media, brand, and Web
• Identify and Speak to
key audiences
• Craft a Core Value Proposition to resonate with investors, customers, media, partners
• Connect Stakeholders to relevant, current, and compelling daily content
IN SUMMARY MARKETING TO PRIVATE EQUITY PORTFOLIOS
![Page 19: How to Communicate Brand Value to Private Equity Stake Holders](https://reader036.vdocuments.net/reader036/viewer/2022062300/55b9f976bb61eb89638b4590/html5/thumbnails/19.jpg)
calypsocom.com