The Challenge
In Spring of 2024, Master Plan Communications was contacted by long-time client, Nucor. The company was in the process of acquiring data center powerhouse, SWDP. Once completed, this newly acquired company would exist under the Nucor umbrella.
While the acquisition was known only to a small circle of individuals within Nucor and SWDP, the deal was nearly complete, and soon the world would know. The challenge was that with only weeks until this information became public, Nucor needed a reliable agency that could handle the PR rollout of this major acquisition while also being able to quickly plan and execute a rebranding strategy for SWDP that would align with Nucor.
The Solution
Because of MPC’s long-standing relationship with Nucor Warehouse Systems, MPC was top of the list when it came to potential agencies who could handle such a unique, multi-faceted rollout while moving quickly and remaining quiet until the news became public. After being officially selected to handle the rollout, MPC quickly started work. Only a small number of our crew was privy to the acquisition to keep things quiet and protect the integrity of our client’s purchase. While the gears were in motion for the PR announcement, a marketing strategy was planned for the weeks and months that would follow, helping ensure that SWDP’s transition into Nucor Data Systems was known throughout the industry and that all marketing materials supported the rebrand.
The Result
MPC planned a three-part strategy. Phase One created a new Nucor Data Systems website that launched at the same time as the company press release announcing the acquisition and rebranding. Phase 1 included the website’s most crucial pages that provided clients visiting the former-SWDP website with information about the acquisition, a list of products and services, and some of the benefits that customers would experience by becoming a part of Nucor as the largest steel manufacturer in North America. Phase Two came only a few weeks later with the launch of the remaining website pages that offered a full breakdown of all NDS offerings and additional information about what had become Nucor Data Systems. Phase Three included MPC leading the design and launch of a new set of logos and brand identity guide, the rebranding of more than thirty pieces of marketing collateral from SWDP to NDS, launch a large-scale social media campaign and providing PR support for media interviews as the newly rebranded company continued to expand its industry footprint in the years to come.
Our Work
