Marquette Transportation Company
Objective: Develop an internal communications plan and new brand identity campaign that integrate employees, cultures and systems from three companies into one organization.
Overview: Marquette Transportation, one of the nation's largest inland river transporters, acquired two other marine transportation companies that service the Gulf of Mexico, Eastern Seaboard and offshore markets, virtually tripling the size of the company. Employee loyalty was fierce as each company was family managed. Resistance to change was deemed high. In addition, communications challenges with offshore personnel, many of which work and live on marine vessels for 28 days at a stretch, complicated the task of information-sharing and the overall mission for unity.
Comm-Arts was tasked with developing an internal communications plan in concert with a brand identity campaign that paid homage to each company while launching a unified identity supported by a new corporate mission, vision, and core values. Campaign components included a comprehensive communications plan, new logo design, website, company-wide newsletter, branded employee gifts using an "All Aboard Marquette" theme, and display posters stating the company's mission, vision and core values. Ongoing projects for Marquette Transportation include media buying, print advertising, outdoor advertising, crisis communications consultation, public relations, and external marketing communications.