Pre-Merger Marketing: Developing a Unified Brand Strategy Before a Merger or Acquisition

collaboration prior to merger or acquisition

Mergers and acquisitions: they’re like a shot of adrenaline for growth, right? New markets, bigger teams, more opportunities. But let’s be real, they also come with their fair share of headaches, especially when it comes to branding. Suddenly, you’ve got two (or more!) different brand identities, values, and messaging floating around, and trying to get them to play nice can feel like herding cats.

Getting the messaging right—both internally and externally—is critical for a smooth transition. Consider these statistics:

  • 50%–75% of mergers and acquisitions fail to meet financial expectations, often due to cultural misalignment. (Source).
  • 34% of acquired employees leave within the first year post-acquisition. (Source)

At Green Apple Strategy, we’ve helped businesses navigate the complex world of mergers and acquisitions, ensuring their brand remains clear, compelling, and customer-centric. Here are some key takeaways to help you develop a unified brand strategy that resonates both internally and externally.

Developing a Unified Brand Strategy After a Merger or Acquisition

1. Take Stock Before You Take Off: Conduct a Brand Audit

Before merging two brands into one, take time to assess what’s working and what’s not. Conduct a thorough marketing audit of both brands, evaluating their messaging, visual identity, customer perception, and internal culture. Identify overlapping strengths and pinpoint areas where the brands differ significantly. This will help guide decisions about what to keep, update, or remove in the new brand identity.

2. Get Everyone on Board Early: Engage Key Stakeholders

A merger doesn’t just affect customers—it impacts employees, leadership, and investors. Bringing stakeholders into the conversation early ensures alignment and buy-in. Host leadership workshops, gather employee feedback, and communicate transparently about branding changes. This not only creates buy-in but also uncovers valuable insights you might otherwise miss.

3. ​​Craft a Story That Connects: Build a Clear Brand Narrative

Mergers are about more than just logistics—they’re about storytelling. What’s the bigger vision for the newly combined brand? How do the two companies’ histories and values merge into a compelling narrative? A strong brand narrative makes the transition feel intentional rather than transactional, inspiring employees and reassuring customers.

4. Prioritize Internal Brand Alignment

Your employees are your brand’s first ambassadors. If they’re confused about the transition, your customers will be too. Develop an internal communication plan that includes training, talking points, and FAQs. Help employees understand the “why” behind branding decisions so they can confidently represent the company.

5. Be Intentional About Elevating the Customer Experience

Don’t forget the customer during this process. They are the ones who keep the lights on. How will the merger affect their experience? Make sure your brand strategy puts their needs front and center. Clear communication and a seamless transition are key to maintaining customer loyalty.

6. Roll Out the Brand with a Strategic Marketing and PR Plan

Don’t leave your new brand’s debut to chance. A well-executed marketing and PR strategy ensures a successful rollout. Announce the rebrand through an omnichannel approach that includes press releases, social media, email campaigns, and updated website messaging. Highlight the benefits of the transition and reinforce the brand’s new positioning with a strong, unified voice.

7. Embrace Flexibility and Iteration:

A unified brand strategy isn’t a “set it and forget it” kind of deal. Be prepared to adapt and evolve as you gather feedback and learn what resonates with your audience. This means being open to change and willing to iterate on your strategy.

Case Study: Urban Sweat’s Expansion Through Acquisition

In 2024, we partnered with Urban Sweat as they acquired another wellness franchise, adding nine new locations to their portfolio. Our goal was to develop a comprehensive brand messaging strategy that would ensure a smooth transition and elevate Urban Sweat’s national presence.

We began with an Acquisition Marketing Strategy, outlining clear messaging for employees, existing customers, and new audiences. Internal communication played a crucial role in ensuring brand consistency and generating excitement about the expansion.

Next, we developed a multi-state PR strategy to introduce Urban Sweat’s expanded brand to a wider audience. This included a targeted media push across multiple markets.

The results? Green Apple’s efforts secured 339 unique media placements, reaching an audience of over 201 million. Urban Sweat’s acquisition became a standout success story, reinforcing its reputation as a leader in the wellness and recovery industry.

Mergers Are Complex—Your Brand Strategy Doesn’t Have to Be

Mergers and acquisitions are always a complicated undertaking. A well-crafted unified brand strategy ensures that all the work you put into the process isn’t awash with unhappy employees or confused customers.

If you’re facing a merger or acquisition and need help developing a marketing or messaging plan, our team at Green Apple Strategy has the experience and insights you need. Learn more about our approach to strategic planning or contact us to discuss how we can help you create a unified brand that resonates.

Attracting Emerging Talent: How HR & Marketing Work Better Together

handshake during interview with young candidate

Graduation season is upon us. It’s a time buzzing with fresh energy and brimming with potential. But graduation season isn’t just exciting for students—it’s a golden opportunity for businesses, too. If you’re a B2B company, this time of year is your chance to connect with the next generation of professionals ready to dive into the workforce. 

But attracting and retaining new employees isn’t easy, especially for small to mid-size B2B businesses trying to compete with larger or more well-known employers. While recruitment strategies have traditionally been left to HR, we believe there’s a big opportunity for marketing to step in and make a real impact.

How Marketing Principles Can Transform Employee Recruitment

At Green Apple, we’ve worked with businesses across all kinds of industries to improve employee recruitment efforts with marketing. From shaping culture messaging to creating standout recruitment campaigns, we’ve seen firsthand how marketing and HR can work together to make recruiting a whole lot more effective—and a lot more fun.

Here are a few of the strategies we’ve found to be game changers.

1. Show Off Your Culture (Because It Really Matters)

Today’s emerging workforce, particularly Millennials and Gen Z, places a significant emphasis on company culture. A recent Handshake report found that 67% of Gen Z graduates prioritize company culture over starting salary. 

Company culture is not just about perks or free snacks. Today’s graduates want to know what your team is like, what values you stand for, and whether they’ll feel supported and inspired at work.

That’s where internal marketing and storytelling come in. Use your marketing channels—like social media, blogs, or even your website’s careers page—to give people a peek behind the scenes. Show real employees. Share authentic moments. Highlight what makes your team special.

Client Case Study: Our friends at Maxwell Roofing have built an incredible company culture, and it’s been a major advantage when it comes to hiring. We worked with them to develop a full strategy around this, including videos, blog posts, and branded content that highlights what life at Maxwell is really like. We even helped bring their values into their physical workspace, creating an environment that’s just as welcoming as their brand.

2. Let Purpose Drive the Conversation

For many young professionals, a company’s commitment to social responsibility is a crucial factor in their employment decisions. They want to work for organizations that align with their values and contribute positively to the wider community. Marketing can play a vital role in highlighting these initiatives in a genuine and impactful way, showcasing your company’s commitment to making a difference.

Client Case Study: We collaborated with First Acceptance Insurance (FAIC) to develop an employee-driven marketing strategy to create a stronger sense of connection across the company and attract new talent. A key component of this strategy was celebrating the employees who embody FAIC’s values and contribute to its positive work environment. The campaign spotlighted real employees, highlighted the company’s community efforts, and showed what makes FAIC a great place to launch a career.

3. Stand Out at Career Fairs 

Career fairs, university recruitment events, and industry trade shows remain valuable platforms for connecting with potential candidates. But in a sea of booths and business cards, it’s easy to get overlooked. If you want to attract the best candidates, you need to make your brand memorable.

This is where marketing shines. With the right materials and messaging, you can turn a simple setup into an experience that gets people talking.

Client Case Study: A local commercial repair company wanted to up their recruitment game at local job fairs and trade schools. Our team worked with them to develop a comprehensive career fair campaign that included visually appealing booth designs and interactive elements, branded materials that showcased career trajectories, and the implementation of targeted social media campaigns to promote their participation at specific events. 

4. Build Your Talent Pipeline Before Graduation

Why wait until graduation to connect with future employees? Building intentional relationships with students through internship programs, mentorship opportunities, or university partnerships can give your brand a head start. These initiatives allow you to nurture talent over time, so when it’s time to hire, you already have a pool of engaged, educated candidates who understand and value your company. And marketing’s strategic planning and communication capabilities are essential in designing and promoting these initiatives.

Client Case Study:  We helped Charter Construction launch a strategic internship program that goes beyond just summer help on the jobsite. Together, we developed a full recruitment strategy aimed at attracting top students from target universities. From valuable mentorship opportunities to hands-on training experiences, the program positions Charter as a top choice for students interested in the construction industry.

Want to Build a Stronger Employer Brand? Let’s Talk.

Recruiting top talent in today’s market takes more than a great job description—it takes a thoughtful strategy. At Green Apple, we love helping businesses think beyond the job post and develop recruitment campaigns that resonate with the next generation of professionals.

If you’re gearing up for graduation season and want to attract emerging talent in a meaningful way, let’s connect. From employer branding to recruitment marketing strategies, we’re here to help you think strategically and grow your team with confidence.

Learn more about our strategic planning services or contact our team today to get started.

A Behind-the-Scenes Look at Green Apple’s Approach to Strategic Planning

Person writing ideas on sticky notes

Let’s be honest. The world of marketing can sometimes feel like a whirlwind of trendy tactics and must-have services. You’ve probably been pitched everything from the latest social media craze to the shiniest new website design. But what if you could step back, take a breath, and build a marketing strategy that makes sense for your entire business? 

That’s the idea that sparked Green Apple Strategy more than a decade ago.

We weren’t founded on pushing specific marketing services. Instead, we envisioned an agency that thinks like a business owner, understanding that marketing isn’t a solo act. It’s deeply intertwined with everything you do – from sales and operations to customer service and even your company culture. We want to be the partner that helps you strategically connect those dots, crafting marketing plans that fuel your overarching business goals, not just chase immediate marketing metrics.

At Green Apple, we believe in building a solid foundation through strategic planning, then carefully selecting the right tactics to bring that strategy to life. And that’s exactly what we help our clients do. In this post, we’re pulling back the curtain to show you what makes our approach to strategic planning different—and why it works.

Step 1: Deep Dive Discovery – The Foundation of Strategic Planning

Every marketing strategy we build begins with understanding. Before we ever pitch an idea, we immerse ourselves in your brand, your culture, your goals, and your current efforts. We want to know what makes you tick—and what’s holding you back.

Here’s how we do it:

1. Think Big Picture: Recognize Marketing’s Role in Your Ecosystem

Marketing isn’t an island. It ripples across every facet of your business, and conversely, what happens in other departments significantly impacts your marketing effectiveness. A new product launch? A shift in operational protocols? These all have marketing implications. We ensure your marketing activities are designed not just to generate leads but to seamlessly support and amplify your broader business objectives, from increasing brand awareness to improving customer loyalty.

2. Know Thyself (and Thy Enemy): A Deep Dive into Your Marketing Landscape

At Green Apple, we dig deep to uncover hidden strengths you might not even realize you have, identify potential blind spots that could be hindering your growth, and address existing challenges head-on. Understanding your competitive landscape is just as crucial. We analyze what your competitors are doing well (and not so well) to identify opportunities for you to stand out and carve your unique path.

3. Getting Your Entire Company in Harmony: The Power of Cross-Departmental Insights 

Getting everyone on the same page is paramount. We intentionally bring key stakeholders from different departments into the conversation early on. While your CEO might not need to know the intricacies of your latest social media algorithm, their perspective on how marketing investments impact the bottom line is invaluable. We often host “listening sessions” to share our initial thoughts and gather feedback. This cross-departmental collaboration ensures marketing isn’t operating in a vacuum, allowing us to uncover insights from sales, operations, and leadership that can spark your next big marketing idea.

Helpful Marketing Analysis & Planning Resources:

Client Success Story: When Charter Construction initially approached us about updating their website, our “Deep Dive Discovery” revealed a broader challenge: attracting new talent in a competitive market. This led to a strategic partnership where we not only enhanced their online presence but also collaborated on developing a comprehensive internship program, directly addressing their hiring needs through targeted marketing initiatives.

Step 2: Collaborative Strategy Session

Once we’ve absorbed the ins and outs of your business, we roll up our sleeves and get to work with you. Our strategy sessions bring together key stakeholders to collaboratively build a marketing plan that isn’t just handed down, but one that truly aligns with your overarching business goals and has buy-in from the people who will be instrumental in its success. Here’s a peek into our approach to collaborative planning: 

1. Assembling Your Strategic Dream Team: Who Needs a Seat at the Table?

Building a marketing campaign in isolation is a recipe for misalignment. Imagine crafting a brilliant social media strategy that clashes with the sales team’s current focus or creates logistical nightmares for your operations department. By involving important stakeholders – from the CEO who needs to approve the vision to the sales manager who will be on the front lines – we ensure the strategy supports every area of the business. Defining “the right people” is unique to each company, but it always involves those who have a significant impact on or are impacted by the marketing plan.

2. Illuminating the Path: Connecting Your Team to Your Target Audience

One of the most rewarding moments in our strategy sessions is witnessing the “aha!” moment when everyone grasps how the various marketing ideas and tactics work together as a cohesive whole to drive your company forward. Whether it’s gaining clarity on your ideal customer profile or recognizing the power of an omnichannel presence to reach today’s multifaceted buyers, this shared understanding creates synergy and empowers everyone to see the bigger picture and their role within it.

Helpful Resources for Collaborative Marketing Planning:

Client Success Story: Our partnership with First Acceptance Auto Insurance to develop an employee engagement campaign demonstrates effective cross-departmental teamwork. This coordinated effort involved HR, marketing, and operations working together to reinforce the company’s commitment to its claims professionals. By bringing these stakeholders together, we ensured the campaign resonated authentically and supported the company’s internal culture and external brand.

Step 3: Actionable Roadmap

A brilliant strategy is only as good as its execution. That’s why we’re passionate about creating a strategic marketing plan that’s aspirational and realistically achievable. We take into account your current capabilities, resources, and timelines to build an actionable roadmap that sets you up for success. Here’s how we equip our strategy clients with the best possible plan: 

1. From Pie in the Sky to Feet on the Ground: Practical Marketing Planning

Unless you have the vast resources of a major corporation, your marketing budget and team size will have limitations. It’s easy to get swept away by the excitement of endless marketing possibilities, but we ground our strategies in reality. We help you set appropriate expectations by clearly outlining the resources, budget, and timeline required for each element of the plan. This ensures you’re not chasing “pie in the sky” tactics but focusing on what you can realistically implement and sustain.

2. The Agile Advantage: Building a Marketing Strategy That Bends, Not Breaks

The marketing landscape is constantly evolving, and a rigid plan can quickly become outdated. We build our strategies with agility in mind, incorporating a process of continuous learning and optimization. We’re not afraid to revisit the plan, analyze the results, and say, “We’ve identified a better way to do this.” This flexibility allows us to adapt to unexpected changes, capitalize on new opportunities, and ensure your marketing strategy remains a dynamic and effective tool for growth.

Helpful Resources for Marketing Plan Implementation: 

Client Success Story: When we partnered with Urban Sweat during their acquisition efforts, we understood the critical need for timely and strategic messaging for both their existing team and new franchisees. Our “Actionable Roadmap” involved not just developing the communication plans but also equipping their internal team with the tools and resources they needed to execute effectively, allowing them to focus on the complexities of the acquisition while we managed the heavy lift of communications assets.

Discover the Green Apple Difference in Strategic Planning

At Green Apple Strategy, our competitive advantage isn’t just our marketing expertise – it’s our fundamental approach to strategic planning. We believe in taking the time to truly understand your business, collaborating closely to build a shared vision, and crafting actionable plans that set you up for sustainable success. 

If you’re tired of marketing that feels disconnected and are ready for a strategic partner who thinks like a business owner, we’d love to connect. Reach out to our team to explore how our unique approach can help you achieve your business goals.