When Xylem Inc. spun off from its parent company in 2011, the business plan was as complicated as an 800-page NFL playbook. But in Xylem’s case there were no existing manuals to detail how the $3.8 billion a year global pure-play water technology company should go about establishing its new identity while preserving market-leading established brands and touting a new era of product innovation and sustainability.

Add to the mix 12,500 employees on six continents, and managing the necessary internal cultural transformation to think and act as one global unit, was no small task.

Our Approach:

Using its deep knowledge of integrated communications, Branigan Communications set about creating a comprehensive strategy to help Xylem meets its marketing and communications objectives.

We applied these strategies to four key areas:

Branding & Research

In its transition to Xylem, the company did not want to lose ground on its relationships with its established dealer network, particularly for its legacy brands in the pump industry. So our chief brand strategist pulled on her boots and met the dealers in seven countries and 11 facilities to gain insights that only rich qualitative and quantitative research can provide. From this fieldwork, along with insights from focus groups and telephone interviews, we recommended improvements to the company’s global dealer program, more effective communications tools and a strategy to re-energize its brand.

Experiential Marketing

We created an unforgettable red-carpet experience for the 300-plus invite-only attendees of Xylem’s hospitality event during the 2014 AHR Expo, one of the largest HVAC industry shows in the country with more than 60,000 attendees.

The theme of the evening, “The POWER OF e Experience,” tied directly into Xylem’s POWER OF e marketing campaign, which underscored the efficient treatment and transfer of water.

Set inside the incredible American Museum of Natural History in New York City, every guest felt like a celebrity as they walked the red carpet and were swarmed by paparazzi before stopping for photos in front of the specially created step and repeat banner.

We concepted and executed every detail of this live event to coordinate with the client’s trade show messaging about its new line of pumps, down to the color red, which was integrated into one-of-a-kind floral creations, special photo booth props and the red carpet itself.

Media Relations & Social Media

We unloaded our full public relations arsenal to strengthen Xylem’s voice within the many industries served by its brands — industrial, residential and commercial building services, environment, food and beverage, government agencies and public utilities — with business in 150 countries.

Through strategic content development of media materials, bylined and thought leadership articles, white papers and trade show support, we secured coverage in respected trade publications that effectively raised Xylem’s profile among its peers globally.

Our social media wizards developed a digital strategy for each Xylem brand to engage with the appropriate target audiences and via the most effective channels, such as Facebook and Twitter. The company’s once nearly nonexistent social media presence is now a leading voice throughout industry.

“Branigan’s social media execution has set the bar for other PR firms globally.”

— Amanda Holloway, manager, Global Employee Communications & PR

Employee Communications

Creating a company culture that is focused on achieving goals larger than the sum of its parts is the foundation for internal communications within Xylem. BC-developed content is designed to engage and inspire the more than 12,500 employees of Xylem in offices, engineering centers and manufacturing sites around the world. Our team is integral in sharing messaging on important environmental, health and safety goals as well as executive messaging and employee successes. Xylem’s internal portal is not only a valuable source of information but it has been intrinsic to the company’s cultural transformation.