AMERICAN RETAIL GROUP, INC.
Challenge:
American Retail Group (ARG) was a billion-dollar company with nearly 1,000 specialty retail stores nationwide. However, the extremely private organization historically kept a low public profile and was guarded to the point that its operating subsidiaries - Eastern Mountain Sports, Maurices, Millers Outpost, Levi's/Dockers Outlets by M.O.S.T. and Uptons - operated with an insular mindset instead of working together. As the Director of Corporate Communications, Shira Miller's challenge was to create a communications program to bring ARG's companies together to maximize performance while also launching a positive external brand identity.
Solution:
After conducting extensive research in 1998, we created a strategic corporate communications effort that targeted key internal and external audiences. The first step involved conveying the meaning, objectives and vision of ARG to all groups through the creation of a logo and supporting information materials. Key internal communication tactics were launched, including an award-winning Intranet site to provide associates with a virtual place to exchange ideas, special events and an e-mail newssheet from the Chairman that was used to quickly convey essential information. We established a positive brand identity for ARG with external and internal groups through "Common Threads," a well-received employee annual report that illustrated the uniqueness of each operating company and how associates were ultimately linked under the umbrella of ARG. An integral part of this effort also involved the creation of a media relations policy to guide ARG and its subsidiaries in talking to the media for the first time in the company's history. (This initiative allowed us to convey essential messages effectively to associates nationwide and over 100 reporters in less than 48 hours during the closing announcement for Uptons in 1999). In less than a year, we successfully built a strong corporate communications effort that accomplished ARG's primary objectives.
"Shira Miller demonstrated strong strategic and creative vision, a keen sense of initiative and excellent interpersonal skills in developing ARG's corporate communications effort. Her sensitivity in assessing and tackling complex situations allowed Shira to make a positive impact that was felt throughout our entire company."
- Elaine Gregg, Vice President, Human Resources
American Retail Group
