Shared Heritage

In 2011, Caterpillar initiated a buyout of Milwaukee-based
mining equipment manufacturer Bucyrus International
for $7.6 billion.

In 2011, Caterpillar initiated a buyout of Milwaukee-based mining equipment manufacturer Bucyrus International for $7.6 billion.

CAT needed to host a PR event on a very tight
timeline to announce the merger. The event
was clouded in secrecy due to the timing of
international government approvals related
to the merger.

CAT needed to host a PR event on a very tight timeline to announce the merger. The event was clouded in secrecy due to the timing of international government approvals related to the merger.

The event was created in advance,

with no set date or time,

and initiated only 48 hours after the
final government approval was given.

The event was created in advance,

with no set date or time,

and initiated only 48 hours after the final government approval was given.

The key to k2forma’s success in this case
was our intimate understanding of the
cultural nuances of each company, along
with our ability to deliver high quality
results under extreme circumstances.

The key to k2forma’s success in this case was our intimate understanding of the cultural nuances of each company, along with our ability to deliver high quality results under extreme circumstances.

Our Approach

Our communication strategy for the event was
themed ‘Shared Heritage’ to convey the similarities
of the companies being joined, including their
heritage, employees and business markets.

Our Approach

Our communication strategy for the event was themed ‘Shared Heritage’ to convey the similarities of the companies being joined, including their heritage, employees and business markets.

Shared Heritage

Shared Heritage

The tone of the event was set using vintage imagery
from each company’s historical archive and the
‘Shared Heritage’ theme was carried forward in all
communication tactics.

The tone of the event was set using vintage imagery from each company’s historical archive and the ‘Shared Heritage’ theme was carried forward in all communication tactics.

We developed the entire event, along with all
graphics and room conditioning elements, in total
secrecy and without a deadline.

We went to Milwaukee three weeks before the
anticipated merger approval date and we assembled
all of the event elements and put them in storage.

Within 48 hours of receiving the final merger approval
from China, we went up to Milwaukee and deployed
the event.

We developed the entire event, along with all graphics and room conditioning elements, in total secrecy and without a deadline.

We went to Milwaukee three weeks before the anticipated merger approval date and we assembled all of the event elements and put them in storage.

Within 48 hours of receiving the final merger approval from China, we went up to Milwaukee and deployed the event.

Event Activation

 

For the Caterpillar/Bucyrus dignitary event, we were
keenly aware of the sensitivity that this merger would hold
for each community. We highlighted the ‘Shared Heritage’
through historic imagery from both companies,
culminating in a graphic timeline that showcased the
achievements of both organizations together.

Event Activation

 

For the Caterpillar/Bucyrus dignitary event, we were keenly aware of the sensitivity that this merger would hold for each community. We highlighted the ‘Shared Heritage’ through historic imagery from both companies, culminating in a graphic timeline that showcased the achievements of both organizations together.

We used vintage elements throughout
the event to further emphasize the
shared contributions by each company
to the mining industry.

We used vintage elements throughout the event to further emphasize the shared contributions by each company to the mining industry.

A series of free-standing lollipop signs combined historical
imagery and the tag line “Together We’re Making History”
which were used as way-finding and event décor.

A series of free-standing lollipop signs combined historical imagery and the tag line “Together We’re Making History” which were used as way-finding and event décor.

Event logo in the ‘Shared Heritage’ theme
incorporated into event materials including
signs and table runners.

Event logo in the ‘Shared Heritage’ theme incorporated into event materials including signs and table runners.

Results

Outstanding feedback from our clients and event participants.

Attendees included governors from Wisconsin and Illinois, along
with media and executive leadership from both companies.

Our messaging strategy served to establish a basis of
commonality between the employees of two companies that had
formerly been rivals, setting the tone for a more harmonious
merging of cultures and people.

The visual timeline that we developed as the centerpiece of the
event was later installed in the Caterpillar Mining Museum in
Milwaukee, Wisconsin.

Results

Outstanding feedback from our clients and event participants.

Attendees included governors from Wisconsin and Illinois, along with media and executive leadership from both companies.

Our messaging strategy served to establish a basis of commonality between the employees of two companies that had formerly been rivals, setting the tone for a more harmonious merging of cultures and people.

The visual timeline that we developed as the centerpiece of the event was later installed in the Caterpillar Mining Museum in Milwaukee, Wisconsin.

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