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GE Power: Strategic Integration Initiative

Branded Activation Builds Employee Engagement in Global Merger

GE Power & Water’s Power Generation Services business combined with Alstom Thermal Services as part of GE’s acquisition of Alstom, the French-based conglomerate. GE retained Mower to communicate the value of this acquisition to GE’s and Alstom’s most valuable asset: the new organization’s thousands of employees worldwide.

Mower quickly evaluated the common and disparate cultural attributes of both organizations and recommended a phased communications strategy with high-impact tactics that would both establish a new brand identity for this GE business and confidently provide every employee with need-to-know information during the first year.

As part of a strategic, 360-degree GE-Alstom integration initiative, Mower created a dynamic activation kit of user-friendly and interactive presentations, ebooks and tools, enabling GE leaders worldwide to effectively and consistently communicate with global employees and other key stakeholders during and after the deal closed. These materials featured Mower-created branding and platform messaging that promoted the positive aspects of the merger.

Equipped with the impactful, branded activation kit, GE and former Alstom leaders were able to meaningfully engage with thousands of employees worldwide via a well-orchestrated and consistent cascade of messaging and news.

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