SITUATION:

This Fortune 50 company was approaching its Centennial celebration. With more than 400 facilities worldwide, it needed to develop a program that included internal and external audiences. It wished to thank its employees, living retirees and the families of all retirees, citizens of communities in which it operated, public officials and the general public. Added to the mix was the fact that the company was undergoing unprecedented growth around the world through its own expansion and the acquisition of competitors.

STRATEGIES:

The firm created and developed all of the film and collateral materials used by International Paper throughout its Centennial. From local video programming to a full length hour-long program on CNBC, The Ehrhardt Group worked with the internal professionals at International Paper to produce the highest-quality work products that could be retained as keepsakes for another 100 years or more. To assist in the local execution, The Ehrhardt Group developed Ad Maker Kits for use by facilities throughout the world. With its trademark testimonial radio and TV ads, the firm also made the IP workers the heroes of the campaign, using their own words to bring history to life.

RESULTS:

International Paper had a well-coordinated Centennial celebration, and The Ehrhardt Group created award-winning work that was recognized by national and regional professional organizations, including the Public Relations Society of America.

Most importantly, the company's favorability ratings reached all-time highs for forest and paper product manufacturers, as measured by independent national researchers.