Building Market Leadership And Stakeholder Confidence Following A Strategy Shift
USG Corporation (NYSE: USG), a 110-year-old manufacturer and distributor of building materials and technologies, retained FTI Consulting to advise the company on the development and execution of a strategic communications program to educate critical audiences about the company’s new strategic direction, rebuild confidence in the organization, and reinvigorate employees following the 2008 housing market collapse. The company’s new CEO acted quickly and shifted strategy to focus on areas of market strength and a more efficient operating model. This new business strategy became USG’s Plan to Win.
Our Role With USG
FTI Consulting worked closely with USG leaders to develop a unified corporate messaging platform that brought the USG story to life by explaining the Plan to Win, the company’s differentiators, and its industry contributions in a simple and compelling way. This messaging foundation not only aligned all business functions on company objectives, but also promoted brand building through more consistent communications. FTI Consulting then developed an integrated, multi-channel communications plan to communicate USG’s story to key audiences – investors, employees, customers and suppliers, and media. Strategies included the following: executive positioning campaigns, including speaking and networking opportunities; top-tier business and trade media outreach; a robust industry awards program; social media content development; infusing earnings and investor materials with messaging, including development of the 2015 annual report; and establishing an ongoing cadence of communications to employees.
This coordinated communications effort helped USG significantly improve awareness and confidence among key stakeholders. As a result, the company was regularly positioned as an industry leader in top-tier business media and company executives are often asked to speak as experts at prominent industry and business events. Most importantly, employees reported an increased understanding of the business strategy and the “what’s in it for me” behind it. This alignment not only helped USG effectively execute its strategy, but also increased efficiencies and improved its profitability.
USG Corporation continues to be an FTI Consulting client.