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Rebranding ARBOmedia Romania to Goldbach Media

Rebranding ARBOmedia Romania to Goldbach Media. Proposal 5.08.2011. Rebrading Project. General Strategy Corporate changes Communication & PR Competence Centres Web & e-mail migration Stationery & Presentations Internal communication Schedule. Summary. General Strategy. Background

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Rebranding ARBOmedia Romania to Goldbach Media

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  1. Rebranding ARBOmedia Romania to Goldbach Media Proposal 5.08.2011

  2. Rebrading Project • General Strategy • Corporate changes • Communication & PR • Competence Centres • Web & e-mail migration • Stationery & Presentations • Internal communication • Schedule • Summary

  3. General Strategy

  4. Background ARBOmedia is present on the Romanian market for over ten years. Very well known in the begining as the saleshouse of state owned TV channels, ARBOmedia is a strong name, its awarness exceeds the advertising & media industry. In this context, a sudden change of the name of the company can create confusion among business partners. Our proposal is to make a smooth transition from ARBOmedia to GOLDBACH MEDIA, transition which will consist in an intermediary step. 4

  5. Strategy Starting with October 2011, ARBOmedia will become ARBOmedia part of GOLDBACH GROUP. This important step will be consolidated by: - A press conference to announce the rebranding process - Interviews and articles in specialized publications (print, websites, blogs) - Changing the old logo with a temporary one on presentations, stationery, website (the formats will remain the same) 5

  6. Final step After a three-months transition period, the name and logo will be changed again. On January 2012 ARBOmedia part of GOLDBACH GROUP will become GOLDBACH MEDIA (Romania). This final transition will involve a lot of changes: - a new logo - a new official name of the company - new names of the competence centres - new formats for presentations and stationery - new format & new content for the website - email migration & a new domain 6

  7. / t r a n s i t i o n s t e p s current October 2011 January 2012 new logo transition phase current logo

  8. Corporate Changes

  9. Company name The name of the company will be changed from ARBOmedia.net SRL into GOLDBACH MEDIA Romania SRL. A General Assembly of the Associates is necessary for modifying the constitutive document of the company. This will be held in November or December 2011. The new name of the company will be registered in Jan 2012. 9

  10. Legal aspects Changing the name of the company will have no additional legal implications. All the contracts will remain in force. A notification towards our clients and partners is mandatory. Other aspects TBD with our lawyers. 10

  11. New logo variations 11

  12. Communication & PR

  13. Communication issues & PR Events • At the start of the rebranding process (October 2011), a common (ARBOmedia & ARBOinteractive) press conference will be organized for announcing the rebranding process. • Interviews and articles in specialized publications / websites will be published in the same period (free or paid insertions). Also a newsletter will be released. • A special event will be organized and all our partners will be invited (possible to be linked with Christmas Party, just before Christmas holiday and the 2nd phase of rebranding / TBD with ARBOinteractive). • Personalized gifts will be offered to the attendants and sent to all our partners/clients (TBD with ARBOinteractive). • Personal communication towards counterparts people (i.e. sales managers to agencies‘ buyers / planners or direct clients) in order to inform them about the changes will be a constant action during the entire rebranding process. 13

  14. Competence Centres

  15. / Competence centers of GOLDBACH MEDIA will change their names. ARBOsfera, the brand name of local newspapers network ads sales division is the oldest ARBOmedia sub-brand. It was launched seven years ago. It will become GOLDBACH SFERA. ARBOradio, the network of local radio stations will change its name in GOLDBACH RADIO. ARBOtv is the newest division and it consists in a network of 27 TV local stations. It will become GOLDBACH TV. 15

  16. / c o m p e t e n c e c e n t e r s l o g o s January 2012

  17. Website & Email migration

  18. / w e b s i t e m i g r a t i o n The website migration will follow the same transition scheme as the name of the company & the logo. In the first phase, only the logo will be changed on romanian website. The final step, on January 2012, will bring: - a new address www.goldbachmedia.ro - a new webpage template - new content (all sections & entire text will be revised) - new hosting? The access to the old domain (arbomedia.ro) will be redirected to the new domain (goldbachmedia.ro) starting with January 2012, for six months 18

  19. current current web template / w e b s i t e m i g r a t i o n October 2011 same web template transition logo January 2012 new website & address www.goldbachmedia.ro 19

  20. / E - m a i l m i g r a t i o n The E-mail migration will be made also in two steps. Starting with October 2011, a red text box will be inserted in ARBOmedia personnel signatures, instead of the current slogan, with the following text, in Romanian and English: From January 2012 the e-mail adressess will move to the new domain @goldbachmedia.ro That moment will be the time for e-mail signature changes. The mails sent to @arbomedia.ro will be redirected to @goldbachmedia.ro for a six months. Incepand cu 1 ianuarie 2011, ARBOmedia va deveni GOLDBACH MEDIA Starting with 2011 January 1st, ARBOmedia will become GOLDBACH MEDIA 20

  21. Ionuţ Pârjolescu Marketing & Research Manager ----------------------------------------------------------ARBOmedia - where advertising works----------------------------------------------------------ARBOmedia.net SRL www.arbomedia.ro 7 Iuliu Maniu Street, A building, 3th floorBucharest 6, Romania Phone: +40 372 111 777 Fax:     +40 372 111 711 Mobile:   +40 744 686 106 ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ The information provided in this e-mail is confidential and is for the sole use of the recipient(s). It may not be disclosed, copied or current current e-mail address current signature / E - m a i l m i g r a t i o n Ionuţ Pârjolescu Marketing & Research Manager ---------------------------------------------------------- ----------------------------------------------------------ARBOmedia.net SRL www.arbomedia.ro 7 Iuliu Maniu Street, A building, 3th floorBucharest 6, Romania Phone: +40 372 111 777 Fax:     +40 372 111 711 Mobile:   +40 744 686 106 ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ The information provided in this e-mail is confidential and is for the sole use of the recipient(s). It may not be disclosed, copied or Incepand cu 1 ianuarie 2011, ARBOmedia va deveni GOLDBACH MEDIA Starting with 2011 January 1st, ARBOmedia will become GOLDBACH MEDIA current current e-mail address current signature red textbox Ionuţ Pârjolescu Marketing & Research Manager Goldbach Media (Romania) SRL TV | Radio | Print Bd. Iuliu Maniu nr.7 corp A Intrarea 3 etaj 3 Sector 6 Bucureşti Email ionut.parjolescu@goldbachmedia.ro Telephone +40 (0) 372 111 777 Fax +40 (0) 372 111 711 Mobile + 40 (0) 744 686 106 www.goldbachmedia.ro Goldbach Group: Switzerland: Goldbach Audience, Goldbach Interactive, Goldbach Media, Goldbach Mobile. Austria: Goldbach Audience, Goldbach Media. Germany: January 2012 new e-mail adress new signature new server & application? 21

  22. Stationery, Presentations

  23. / Stationery Formats of the Faxes, Memos, Envelopes, Business cards etc. will follow the same transition scheme as the website. In the first phase, only the logo will be changed. The final step, on January 2012, will come with: - new GOLDBACH MEDIA stationery formats - a new webpage template - new content (all sections & entire text will be revised) - new hosting? 23

  24. current October 2011 January 2012 / Stationery / i.e. business cards current format transition logo new format new logo current format 24

  25. / Presentations The powerpoint presentations of the competence centres are important tools for sales managers, ad agencies planners & buyers and others and they are involved in day by day operations as a reference for current offers, ratecards, other key informations about the media vehicles. In the first phase, only the main logo will be changed. The competence centers sub-brands will be kept until January 2012. The final step, on January 2012, will change the names of sub-brands and the powerpoint presentations formats. 25

  26. current / P r e s e n t a t i o n s October 2011 transition phase January 2012 final step 26

  27. Internal Communication

  28. Internal Communication ARBOmedia personnel is already informed about the rebranding of the company. Assuming the role of the internal communication, the entire ARBOmedia / GOLDBACH MEDIA team will be up to date regarding the rebranding phases, during the process. Other aspects TBD 28

  29. Schedule

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