Public Relations Perception Management

GE  |  EN
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Corporate communications

Leoni


Clear statements and artistic pictures for the company's image

LEONI is a global provider of products, solutions and services for energy and data management in the automotive industry and other industries. The Building Technologies Business Unit plans, installs and tests electrotechnical equipment and helps customers to implement and operate technical equipment in infrastructure projects. In other words: the Building Technologies BU ensures that communication and energy networks are installed to the right dimensions and highest specification without any technical issues.

Over recent years, the Building Technologies BU has expanded, its range of services have been further refined and it has integrated ETH Spin-Off Adaptricity, an innovative solutions provider. Furthermore, the Building Technologies BU has supported demanding and prestigious projects, such as constructing the Gotthard base tunnel. The Building Technologies BU documentations used to date did not illustrate these developments well enough and not in a modern layout either. That's why the Building Technologies BU commissioned cometris to design and publish an image brochure in German and English.

cometris structured the information as an overview in a way that is easy and quick to understand and formulated concise statements about the Business Unit's services and experience in consultation with the client. cometris focused its design on a clear structure and high-quality appearance. Mindful of the target audience, cometris consciously avoided high-gloss and any embellishments. Nevertheless, the artfully designed aerial photographs of a river delta in the southwest of Iceland illustrate The Building Technology Business Unit's natural counterpart to its technology: links and networks, planned, constructed and used in the most effective way possible.

See brochure

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Media relations

SISD


Media trip to school inauguration in Dubai

The privately founded Swiss International Scientific School in Dubai (SISD) is the largest Swiss school abroad. The school offers the complete International Baccalaureate (IB) program from kindergarten through to grade 12. In addition to the mainly English-speaking department, there are two bilingual departments: English-French and English-German. The school's beginnings date back to autumn 2015, and since then it has been extremely successful in its development. At the end of 2017, around 1,000 children attended classes in the first Minergie-certified building in the Middle East.

The first Swiss boarding school abroad was opened at SISD in early 2018. Since then, up to 300 students are able to live on the campus. Among the invited guests at the ceremony were the Swiss Consul General in the United Arab Emirates, representatives of the local authorities and a delegation from the canton of Valais, the patronage canton of the SISD. With almost 300 international schools, the competition in Dubai is enormous. So is the fight for attention. cometris therefore proposed to SISD that some media from Switzerland be given a glimpse into the school for the inauguration ceremony. cometris developed possible report topics for the journalists and coordinated and accompanied the media trip.

Important media outlets 20 Minuten, Sonntagszeitung and Aargauer Zeitung (newspaper alliance Nordwestschweiz) accepted the invitation and went on to report about the school using text, pictures and video. Due to the additional dispatch of a press release, reports from the Swiss newswire SDA and other media in Switzerland and abroad followed.

Watch video from 20min.ch (German)

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Other references

Kurtheater Baden


A concept for two million francs

With around 600 seats, the Kurtheater Baden is the largest theatre in the canton of Aargau. It was built in 1952 according to the plans of architect Lisbeth Sachs, but has never been completely renovated since then. A comprehensive renovation with a slight expansion between 2018 and 2020 ensures that the Kurtheater will be able to serve in its role as a venue for first-class theatre productions, attractive for-hire guest performances and high-quality entertainment outside the realm of theatre for decades to come.

Public authorities, various organisations and private individuals are contributing to the total costs of the forthcoming renovation and expansion project. As the owner of the Kurtheater, Theaterstiftung Region Baden-Wettingen is responsible for its operation, maintenance and administration. The Theaterstiftung has committed itself to independently contributing two million francs to the Kurtheater's renovation costs until it reopens in January 2020. The Theaterstiftung commissioned cometris to develop a fundraising concept that will serve as the basis for the drive to collect the two million Swiss francs.

cometris developed a dual strategy concept. On the one hand, it provides instructions for approaching foundations, companies and solvent private donors. On the other hand, it contains measures to also promote an ideal level of support among the general population. The core of the concept was formed by the matrix with sponsoring categories and compensating measures as well as the implementation plan with a cost calculation. A detailed controlling sheet and an extensive list of possible sponsors round out the service package.

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Corporate communications, Media relations

ETF Securities


Exchange Traded Products on the radar

The ETF Securities Group is one of the world’s leading innovators of Exchange Traded Products (ETPs). The company is a pioneer in specialist investments, having developed the world’s first gold exchange traded commodity. Today, ETF Securities offers one of the most comprehensive ranges of specialist exchange traded products covering commodities, FX, fixed income and equities.

Using that pioneering spirit, the unrivalled expertise and by working with leading third parties, the company seeks out the most relevant opportunities and makes them accessible to investors as intelligent alternatives to build and diversify their portfolios.

Since 2015, cometris has supported ETF Securities with media relations activities in the German speaking part of Switzerland. This entails liaising with journalists, editing and sending out of press releases and distributing ETF Securities’ research material, along with monitoring and reporting. Also, cometris advises ETF Securities on communication opportunities in the market. www.etfsecurities.com

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Corporate communications, Other references

vanBaerle AG


A strong vision for the future

Founded as a soap factory in as early as the 19th century, vanBaerle with its business units Hygiene and Silicates today operates in over 50 countries in Europe, America and Asia, and employs around 130 staff at its headquarters and its subsidiaries. The company’s site in Münchenstein, Switzerland, is not only home to production plants for its business units Hygiene and Silicates, but also to development laboratories, application technology, quality assurance as well as storage and administration.

At an important junction in this company’s more recent development, vanBaerle commissioned cometris AG with the formulation of a corporate vision. Taking into consideration the company’s existing guiding principles and its more than 100-year history, cometris AG adopted a contrarian approach to the conventional top-down method. In discussions with the executive board, management and staff, the key aspects of the actual and target state of the company were analysed, on the basis of which a vision was prepared for the whole company and its two business units.

The involvement of the staff made sure that the idea and formulation of the vision were understood on all levels and could be supported by everyone in its implementation from 2016. As a valuable by-product of this process, the executive board was able to receive anonymised yet representative feedback on the opinions and needs of its workforce. www.vanbaerle.com

Corporate communications, Media relations, Crisis communications

Furniture and furnishings market


Business closure made comprehensible

A supra-regional furniture and furnishings business in the premium segment closed its doors in 2016 after almost 40 years of operation due to the fiercely competitive market driven by currency factors and changing customer behaviour. Since the well-capitalised company changed its business purpose and did not go bankrupt, it was necessary to carefully communicate to the various stakeholders the argument for the closure of the traditional business and the associated relocation of staff.

To achieve this aim, cometris AG provided strategic advice to the Board of Management and the Board of Directors and drafted a comprehensive communication plan. Building on this, cometris AG drafted personalised letters for several thousand customers, as well as for suppliers and other key contacts. Language rules for staff information, a media release and a detailed Q&A catalogue for media enquiries also played an important role in making sure that the closure of the business was seen in the right light, no questions remained unanswered, and regret was also tempered with a degree of positive feedback.

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Corporate communications, Other references

Switzerland Global Enterprise


Factsheets about the business location of Switzerland

On behalf of Switzerland Global Enterprise, cometris has created a series of factsheets about the business location of Switzerland. Spread across four pages, they briefly and concisely provide information for foreign companies and investors about the advantages of Switzerland as a business location. The factsheets look at industry topics on the one hand (biotech, medtech, pharmaceuticals, MEM, finance, ICT, data centres and product design) but also cover Switzerland’s different unique selling points in the areas of vocational training, the job market, innovation, company start-ups, customs and production, on the other. The factsheets have been translated into 9 languages, are accessible online and are available to any parties promoting business within Switzerland as well as the Swiss business hubs abroad. The contract involved drafting the factsheets as well as carrying out all information research, editing and the graphic presentation.

Commissioned by the federal government and the cantons, Switzerland Global Enterprise (S-GE) supports the promotion of foreign trade. In that capacity, the Swiss organisation provides information, advice and support to Swiss companies with their international business ventures. Since the beginning of 2008, it has also looked after the promotion of Switzerland abroad as a business location as well as the promotion of imports for the benefit of chosen countries covered by the programme. Link to the factsheets: http://www.s-ge.com/en/publications

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Corporate communications, Other references

Autexis


New branding represents the company's dynamics

In 2015, cometris AG repositioned one of the most successful Swiss automation companies on the market. The group of companies led by the former Hauser Steuerungstechnik AG was renamed Autexis (Automation Excellence & Intelligent Solutions) and rebranded with a new logo and design to keep pace with the times in the same way that the company does with its products and services in day-to-day life.

Under the umbrella of Autexis Holding AG, the company Autexis Control AG performs services for the implementation of intelligent automation solutions. Its sister company Autexis IT AG delivers services for the implementation of IT and mobile solutions and provides advice, strategic development and training sessions on the Internet of Things and Industry 4.0.

In addition to the renaming and logo design, the mandate also included the definition of colours and fonts, the new design of templates and a website in various languages as well as a range of editorial works and assistance in the preparation of company brochures. www.autexis.com

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Other references

Children of Tomorrow


Pro bono

Pro bono text editing and translation work for the "Children of Tomorrow" foundation, operating an orphanage in eastern Nigeria.

http://www.childrenoftomorrow.ch/en/

Crisis communications

Industry


It is worth communicating in a crisis

Good communication pays off even in a crisis. It not only helps limit damage but may often pave the way out of the crisis. One of cometris’ clients took the strategic decision to close a factory in the canton of Tessin. Communicating this was a challenge – for one thing, the factory in question was extremely well-established, with more than a century of history, a strong union presence and deep roots in the region. For another, the factory was intended to remain in operation for around a year after the decision to close, which required the cooperation of some 50 employees. In addition, the process would naturally send a message to other factories in Europe.

Together with the company executives and local plant managers, cometris devised a detailed communications strategy, which included a coherent schedule, fixed key messages, intensive media training and preparations for presentations to employees.

On the day of the announcement, the cometris team controlled the flow of information and handled the media personnel who were present. The company executives focused on discussions with employees and appointments with other stakeholders. The resulting trust then made it possible to conduct successful redundancy negotiations with the unions, and continue running the factory until the closure date required on operational grounds.

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Corporate communications, Media relations

Town of Baden


Local promotion through communications

Baden is not only a vibrant spa town, steeped in tradition and with the most mineral-rich spa waters in Switzerland, but also a lively small town with many festivals and first-class cultural events, some of which are even famous outside the country. Moreover, more than 1,800 companies, including major international groups, value Baden as a dynamic business location.

cometris assists the local marketing department in communicating with guests, residents, cultural and leisure institutions, businesses and the media. This includes providing strategic PR advice as well as implementing various communications projects, such as designing and creating mail-outs for resident companies, active media relations for tourist services relating to Switzerland’s most mineral-rich spa waters, and organising media events. In addition, cometris also edits text material, reports and trade articles for various print and online publications in the town of Baden.

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Investor relations

Glencore International


Going public overseas: the Swiss market still wants information

In 2011, cometris assisted with the world’s largest IPO of that year. Going public in London and Hong Kong amassed around 10 billion dollars for Glencore. At the same time, this secured the commodities group the largest IPO in the history of the London Stock Exchange. What does that have to do with Switzerland?

Glencore has been headquartered in Switzerland for decades; most of the employees that work here are Swiss, and Glencore is one of the biggest companies in the country. Before going public, Glencore engaged in intensive dialogue with the institutions and individuals that were directly involved with it as a private company. The floatation expanded the target audience for corporate communications in one fell swoop.

cometris supported Glencore with planning and implementation during the IPO, and subsequently assisted with the increased public and political communications in Switzerland.

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Research

Georg Fischer


Knowing who thinks what, and acting accordingly

Georg Fischer is a leading Swiss industrial group. In late 2004, following a successful restructure, the company decided to investigate its actual perception among relevant target groups. The aim was to use these findings as an empirical basis for devising a forward-looking and proactive perception management strategy.

cometris used several online surveys in various years to determine how relevant target groups perceived Georg Fischer and what they expected from the company. Each of these were compared with previous studies, whereupon measures were defined to improve group communications.

From designing the questionnaires to presenting the results, cometris handled every aspect of the work – and even carried out a survey in China.

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Corporate communications, Media relations, Research

paysafecard


Cashless payment taking Switzerland by storm

paysafecard is the European market leader in prepaid online payment methods. This international firm, headquartered in Vienna, was founded in 2000, and today operates in 37 countries worldwide. In Switzerland, the payment methods offered include paysafecard, the YUNA prepaid MasterCard, the YUNA TO GO prepaid card, and the “my paysafecard” online account.

cometris assists paysafecard with media relations in Switzerland, which includes maintaining media contacts, writing and distribution of press releases on products and developments, support on transnational communications, media training and monitoring of print and online media.

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Corporate communications, Media relations

MasterCard


International company, locally accessible

Contactless payment has remained a hot topic in Switzerland since it was introduced by Migros, and MasterCard leads the field, with more than one million PayPass credit cards. cometris has provided a number of services to support the international payment processing technology firm – particularly with active and passive media relations.

This has involved cometris acting as a press office to monitor media coverage (print, online and social media), handling numerous media enquiries from all parts of the country in consultation with the client, and assisting MasterCard to communicate product launches and innovations such as PayPass in Switzerland and the rest of Europe. It also included identifying opinion leaders, organising a media round-table session, preparing interviews and background discussions with senior managers, and writing trade articles.

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Corporate communications

Anerdgy


A powerful start-up

Founded in 2012, technology firm ANERDGY has developed a new system called WindRail®, which can generate electricity from three renewable energy sources when fitted to residential, commercial and industrial buildings. WindRail® is a local power generation system that harnesses wind currents, sunlight and air pressure differences around the building.

cometris provides tailored services to support start-ups. For ANERDGY, we created a four-page product flyer that allows the company to present WindRail® to potential buyers and investors both easily and clearly.

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Corporate communications

Hapimag


Corporate movie

Concept, text, design and project management.

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Corporate communications

Schroders


Image brochure for private banking

Concept, editorial and project management.

Published in German, English and French in June 2010.

View brochure (ISSUU)

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Investor relations

Hapimag


Information promotes activity

Well-informed shareholders are also more active shareholders, but this is contingent on the information being easily accessible and clear, which is why the Baar-based European timeshare company is adopting a new approach to shareholder information.

Hapimag’s almost 140,000 members are also shareholders, making them beneficial co-owners of its property portfolio. Membership affords access to around 60 prime locations in 16 countries with around 5,600 apartments available for individual use. These sites also feature dining, wellness, cultural and other facilities.

In the run-up to the shareholders’ annual general meeting, all members receive shareholder information as an handy magazine published in six languages.  The content briefly summarises the current annual report, as well as providing useful background information and brief company news. “GV Info” is valued by many Hapimag shareholders, thanks largely to its clear layout and magazine format as a quick and digestible information source.

View GV Info (ISSUU)

Corporate communications, Crisis communications

Financial service provider


Leadership ad interim

At a leading, internationally operating financial service provider with 3,500 employees, the position of Head of Communications had remained vacant for a number of months. Upon request, cometris thus assumed the leading supervisory role for the Communications Department on an interim basis. A particular challenge lay in the fact that, on account of a recently successful merger, the company at that time was bringing together employees from two very different corporate cultures.

The agency was tasked with safeguarding the transitional phase within the conflict area of different corporate cultures, as well as structuring and prioritising upcoming work. In addition, the agency supported the company in the development of organisation and structure for the future Communications Department. Alongside the analysis of the job descriptions that were created by the employees themselves, this also included one-to-one meetings and workshops.

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Corporate communications

usic-Stiftung


Insurance made easy

Concept, editorial, design and project management.

Published in German, French and Italian in March 2010.

View insurance brochure (ISSUU)

Corporate communications

Insurance


A club for top shots

As part of a restructuring campaign for a leading Swiss insurer, cometris launched a club for top employees.

This club not only served the retention of Management thanks to the various benefits associated with the membership, but also enabled club members to serve as brand ambassadors who as successful employees were able to talk first-hand about their jobs.

cometris supervised the conception and membership management of the club, and was responsible for the planning and organisation of the launch event and other events. The scope of duties also included defining the visual identity of the club and producing video testimonials as well as various merchandising articles with the club logo.

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Media relations

BANK-now


Multimedia relations

BANK-now specialises in the consumer credit and leasing business, and is one of Switzerland’s largest providers in this market. In May 2008, “LEASE-now Eco” made BANK-now the first lease provider to launch an environmentally friendly leasing service. Customers who choose the “LEASE-now Eco” product can capitalise on preferential interest rates for low-emission passenger vehicles.

cometris was commissioned to handle media relations for the new service. Leveraging experience from previous projects, the agency decided that cross-media implementation would be best. This involved supplementing traditional trilingual press releases with a blog providing additional materials for print and electronic media – an FAQ index, images, contact details, product flyers and an interview with the CEO of BANK-now. The interview was provided both in text format for press quotes, and as an audio file for use on the radio.

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Corporate communications, Media relations

Redevco


Full house

REDEVCO, an independent pan-European real estate investment management company, is responsible for managing and developing one of the largest portfolios of retail property in Europe. The portfolio includes more than 450 attractively situated properties throughout Europe. In Switzerland, Redevco manages 20 buildings with prime locations in major French and German-speaking cities.

cometris also supports Redevco Switzerland with various corporate communications measures, which have included a multi-page company profile describing Redevco Switzerland’s core values, philosophy and projects. Here, cometris not only created the content but also tackled the graphic design work in-house. We also planned and implemented an “open house” event for existing and potential business partners, and have managed ongoing media relations for Redevco Switzerland.

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Media relations

evian


Success in ladies’ golf

Golf has enjoyed increasing popularity for some years now – and among women as well as men, which the well-known mineral water producer Evian was quick to recognise. In 1994, Evian set up the “Evian Championship”, which has risen over the years to become one of the top five global ladies’ golf tournaments, with the highest total prize money.

To supplement conventional advertising, cometris has assisted Evian on several occasions, helping create a stronger media presence for the brand as part of the sports event and boost the positive company perception. Using a cross-media and interdisciplinary PR strategy, it was possible to position Evian in diverse sectors (sports, health, lifestyle and business) via a number of different communications channels (print, online, radio and video).

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Other references

Town of Baden


Fully informed at the ballot box

Concept, text and design for local government information materials provided to voters in a referendum over contributions to the building costs for redesigning the Schulhausplatz square and Busachse Ost traverse.

View voter magazine (ISSUU)

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Corporate communications, Media relations

SFS


Transparency generates interest

A business media presence makes it easier to recruit qualified personnel. cometris has spent more than two decades assisting with national media relations for the SFS Group, which is active in the supply industry and fastening technology sector. Although not legally obligated to do so, the SFS Group published comprehensive financial reports on a regular basis even before going public. The latest key data and the most important events from the previous financial year were explained in more detail at an annual media conference held in the run-up to each general meeting, as a presence in key business media and in the national press is invaluable for the job market.

Services provided by cometris have included handling every aspect of media conferences – from sending invitations, writing press releases and creating press packs to carrying out quantitative and qualitative analysis of the coverage received.

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Media relations

Georg Fischer


Do good things and discuss them: prestige building in Dubai

An industrial firm established in 1802, Georg Fischer is based in Schaffhausen and runs around 130 companies in 30 countries. Georg Fischer focuses on three areas: piping systems, automotive technology and mechanical engineering. As might be expected, products manufactured with components from Georg Fischer are more familiar to end users than the company itself, which operates in the business-to-business sector.

Moreover, when a suitable opportunity arose to make Georg Fischer better known among the general public, cometris exploited this very fact. The prestigious Burj Khalifa building in Dubai was made the focus of media relations, which spawned numerous pieces in print, online media and TV; reporting on the significant role played by Georg Fischer in supplying water to the topmost floor of the tallest building in the world.

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Corporate communications

Credit Suisse


An anniversary publication

For its 150 year anniversary in 2006, Credit Suisse produced an coffee-table book entitled “A Tradition to Innovate”, which was issued to selected recipients. The large-format pictures and accompanying text in this extensive volume presented innovations from each decade and their impact on the self-image of entire generations. cometris formed a major part of the editorial team, helping select the content as well edit all of the text material.

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Research

Nestlé


Perception can be tempting

Having decided to update its chocolate brand Chokito, Nestlé tasked various design agencies with proposing new packaging designs for the chocolate bars. The main aim of the new packaging was to boost perception among younger customers, and cometris was commissioned to test the 10 designs that were developed.

In particular:

  • How were the design proposals perceived?
  • How popular were various aspects of the packaging, such as the text, logo and background?
  • What associations did the proposed designs evoke?
  • How did perceptions differ among the various target groups?

As a result, we delivered a clear recommendation as to which design promised greatest acceptance among the relevant target groups for Chokito.

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Research

2.18 Town of Schlieren


Fact or fiction: learning more through surveys

For years, the town of Schlieren had a notoriously bad reputation – poor quality housing, carved up by roads, a high proportion of foreign nationals in the population and loss of workplaces due to industrial flight.

The town council felt that this was undeserved, and so decided to step up communications. The plan was to start with a survey to determine what the perception actually was. The results of the study were intended to form the basis for formulating the communications strategy.

cometris was engaged to carry out this online survey and a 2,000-strong panel from the cantons of Zürich and Aargau was used to test how the town was perceived by external target groups. The internal perspective was provided by a panel of around 300 manufacturers and traders, town employees, politicians and other personalities resident in Schlieren, with the results presented at a public town council meeting.

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Corporate communications, Media relations

BANK-now


A new bank conquering the market

Early in 2007, Credit Suisse transferred its consumer finance division to a legally independent subsidiary by the name of BANK-now. cometris was commissioned to assist with both the internal and external communications for this process.

The broad range of services we provided included editing information texts and presentations, helping construct the website, providing consultations for press conferences, and carrying out press and issue monitoring.

Internal communications largely involved podcasts by senior management, which allowed executives to provide employees with much more direct and personal information about the changes and plans than they could with written information.

cometris continued to provide communications and media relations support once the reorganisation process was complete.

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Corporate communications

Hapimag


Simply Life: a lifestyle magazine is born

Change management and strategic realignment are often perennial issues for a company, which is where communications can and must play a considerable role. Founded in 1963, Hapimag is Europe’s leading timeshare company – with approximately 140,000 members who are both Hapimag shareholders and beneficial co-owners of the firm’s property portfolio. Membership affords access to around 60 ideally situated locations in 16 countries, where around 5,600 apartments are available for individual use. These sites are also enhanced with restaurant, wellness, cultural and infrastructure facilities.

In response to profound lifestyle changes, Hapimag has begun to realign its strategic position in recent years; aiming to focus more closely on today’s new lifestyles, whereupon the members’ magazine, published in six languages, became a priority.

Working with in-house designers, cometris planned and implemented premium changes in appearance and content to transform the publication into a lifestyle magazine (circulation: approx. 150,000 in five languages). Instead of simply reporting company information, the new editorial format means the magazine focuses on stories from and about the diverse Hapimag world. The new name, “Simply Life”, says it all – not only reflecting the magazine’s new angle, but also representing a new tagline for Hapimag.

View Simply Life issue 5 (ISSUU)