Shaping positive perceptions through strategic communication and stakeholder engagement.

Challenge

In mid-2019, Omnia was in a state of flux. Challenging trading conditions across its portfolio collided with an unsustainable debt position, requiring an emergency R2 billion rights issue, and its share price was plummeting.

Omnia needed a robust communications strategy that would inspire confidence in its stakeholders, develop credibility for the new leadership and shift perceptions around inherent value.

Action

Based on a careful assessment of the negative sentiment among investors and key stakeholders, we developed an extensive positioning and messaging document to assist in guiding how the Omnia story would be conveyed. In order to restore confidence and position Omnia leadership more effectively, profiling activities were secured.

Concurrently, we developed and executed an IR framework and engagement plan centred around communicating a clear Group-aligned narrative, transparent disclosures, and growing investor and analyst interest. 

Result 

The development of strategic messaging architecture enabled Instinctif to amplify the client’s voice across stakeholders in a distinct and coherent way.

Throughout, we enacted multilevel monitoring of the campaign’s efficacy – both in terms of improved media and market sentiment and, ultimately, in terms of significantly improved business outcomes. 

Effectively profiling Omnia’s successful turnaround strategy assisted in shifting market and public perception of our client from a struggling entity to a successful business on a clear recovery and growth trajectory.

The leadership team also received high praise from the business community/industry. These efforts also supported the recovery and strengthening of the share price.