The Corporate Story Ltd'

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The Corporate Story Ltd.
Credentials
June 2006
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Our company

• Independent PR agency
• Founded March 2003
• Based in Surrey, UK
• Client base of blue-chips and SMEs
• Memberships
• Chartered Institute of Public Relations
• Institute of Directors
• Surrey Chambers of Commerce
• Society of Authors

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Our services

• Public Relations
• Speechwriting
• Presentation Training
• Internal Communications
• Corporate Journalism
• Marketing Communications

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Our name

• We help you to communicate where you are coming
  from, where you are going, and what you stand for
• We develop your corporate story
• We help you to deliver your story convincingly
• We make your story work for you

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Our approach
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Our field

• Corporate mergers, de-mergers and acquisitions
• Corporate (re)branding and (re)positioning
• Introduction of new strategy / management
• Implementation of new regulations
• Launch of new products / Entry into new markets

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Our experience

• Corporate governance
• MA
• IPO
• Restructurung
• Relocation
• Rebranding
• Product recall
• Profiling of business leaders
• Positioning of company projects and departments
• Internal communications training
• Change management training
• Presentation skills
• Corporate literature

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Case study 1

• Integration of Roches Vitamins business into DSM
• In October 2003, DSM (the worlds largest
  biotech company, with 25,000 employees worldwide
  and annual sales of EUR 8 billion) acquired the
  Vitamins business of Roche (with 7,500 employees
  worldwide and sales of EUR 2.4 billion).
• Jonathan Steffen advised DSMs Corporate
  Communications Department on the development and
  implementation of a communication strategy for
  the acquisition and subsequent integration of
  Roches Vitamins business. Highlights of this
  two-year assignment included
• Writing the presentation for the worldwide
  cascade to explain the acquisition and the
  companys new objectives
• Writing subsequent letters to employees on
  behalf of the CEO of the newly acquired company
• Numerous ghost-writing and speechwriting
  assignments for other senior managers
• Editorial direction of the magazine VITAL that
  told the story of the integration (9 issues
  circulated to 60 countries during the course of 2
  years)
• For more information on DSM, please visit
  www.dsm.com

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Case study 2

• Editorial Direction of Employee Prospectus for
  DSM Nutritional Products
• Following the acquisition by DSM of Roches
  Vitamins business, it was decided to develop a
  new Employee Prospectus to help explain this
  businesss role within its new home at DSM.
  Jonathan Steffen assumed editorial direction of
  this project, highlights of which included
• Agreement of the objectives, structure, content
  and personality of the document with key
  process-owners
• In-depth interviews with process owners for each
  of the chapters of the document
• Development of all the text, including body
  text, photo captions and graphics
• Development of visual concept for the document
  based on the brand values of DNPs newly created
  employee magazine we
• Oversight of the layout of the document
• For more information on DSM Nutritional
  Products, please visit www.dsm.com/en_US/html/dnp/
  home_dnp.htm

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Case study 3

• Worldwide communication of DSMs new Corporate
  Guidelines
• In 2004, DSM revised its Corporate Guidelines,
  creating a new governance framework for the
  companys activities. Since January 2005,
  Jonathan Steffen has been acting in a part-time
  capacity as Communications Officer for this
  project. Highlights of this role include
• Development of internal communication strategy
  and plan for explaining the rationale and process
  for the implementation of new Corporate
  Guidelines
• Oversight of development and implementation of
  brand for project
• Editing of the project e-magazine Blue Notes
  plus ad hoc updates (True Blue Specials, The True
  Blue Story)
• Contributions to DSMs internal publications,
  including DSM Executive Letter, DSM Magazine and
  DSM Nieuws
• Development and editorial direction of project
  intranet
• Development of Picturing Sustainability poster
  campaign
• For more information on DSM, please visit
  www.dsm.com

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Case study 4

• Development of Internal Communications function
  for Brit Insurance Holdings PLC
• In 2003/2004, Jonathan Steffen was asked to
  review the internal communications requirements
  of Brit Insurance Holdings, a company which had
  grown rapidly through acquisition and which had
  not by that stage set up a professional Internal
  Communications function. Highlights of the role
  included
• Auditing the current state of internal
  communications within Brit Insurance Holdings and
  benchmarking this against best practice in the
  financial services sector
• Developing a short-term internal communications
  strategy to communicate the companys new
  business strategy
• Supporting the search for an Internal
  Communications Manager
• For more information on Brit Insurance Holdings
  PLC, please visit www.britinsurance.com

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Case study 5

• Review and redevelopment of the story of the
  Tilbury Young brand
• In 2004, the accountancy firm Tilbury Young was
  planning an acquisition that would significantly
  expand the scope of its operations. To prepare
  for this, the firm invited Jonathan Steffen to
  review its entire brand, from visual ID to
  corporate story, and make recommendations for
  developing it. Highlights of the role included
• Benchmarking the firms brand promise and
  positioning against that of its main competitors
• Developing recommendations for maintaining the
  basic brand architecture but simplifying the
  companys corporate story
• Reviewing the firms new pitch procedure for
  strategic new accounts and sharpening the sales
  argument
• For more information on Tilbury Young, please
  visit www.tyg.co.uk

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About Jonathan Steffen

• Jonathan Steffen is Managing Director of The
  Corporate Story Ltd. He has specialised in
  corporate communications for twenty years.
• A graduate of Kings College, Cambridge, Jonathan
  holds an honours degree in English language and
  literature. Since graduating, he has combined his
  interest in writing with his interest in
  business.
• Before establishing The Corporate Story, Jonathan
  held directorships at several major PR agencies.
  He has worked in-house in corporate
  communications (at Hoechst AG) and also lectured
  in communication studies (at Heidelberg
  University).
• Jonathan has advised companies as diverse as
  Royal DSM NV, Norwich Union Life, Rentokil
  Initial PLC, Shell European Oil Products, Shell
  Solar, Johnson Johnson, Canada Life, Cargill,
  Inc., Air Products, Inc., Citigroup, Novartis,
  BASF, GlaxoSmithKline, EUROFORUM GmbH, Energizer,
  Yahoo!, SAP AG, Henkel Teroson GmbH, Messe
  Frankfurt GmbH, Carl Freudenberg and Cargolux
  Airlines S.A.
• Jonathan frequently publishes and speaks on the
  subject of change in the workplace. His writing
  has appeared in Business Age, Strategic
  Communication Management, Journal of
  Communication Management, Knowledge Management
  Review and Journal of Change Management, among
  other titles.

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Contact details
The Corporate Story Ltd. Larchmont Office Wych
Hill Rise Woking Surrey GU22 0ES United Kingdom
Tel. [phone] Fax [phone]
755176 Email info_at_corporatestory.co.uk Website
www.corporatestory.co.uk