MORRISON MANAGEMENT SPECIALISTS, INC.
Challenge:
Morrison Health Care (Morrison Management Specialists) was about to spin-off from its former parent company, Morrison Restaurants. The health care food and nutrition services provider needed to establish its own brand identity and position the company positively before clients, employees, shareowners and the industry overall. As the Director of Public Relations (and later Marketing Communications), Shira Miller faced the challenge of developing and implementing the communication strategies to achieve those goals.
Solution:
From 1996 - 1998, we developed a comprehensive communications effort - involving corporate communications, media relations, marketing communications, special events, internal communications and shareowner communications - to launch and then enhance Morrison Health Care's image before its target audiences. A special announcement box for the spin-off was created to emphasize Morrison's competitive point of difference - it was the largest company nationwide that specialized exclusively in health care food and nutrition services. Distributed to key external and internal audiences, the contents featured collateral materials highlighting the company's capabilities, mission and values. A series of internal launch meetings were also planned nationwide to educate team members about the new company.
"With Shira's assistance, Morrison Health Care was able to establish a favorable brand identity following the spin-off. Her development of targeted communication programs followed by strong execution generated a positive perception of our company among shareholders, potential investors, clients and employees."
- Wyatt Engwall, Chief Financial Officer
Morrison Management Specialists
