top of page

Turning an Acquisition Announcement Into a Multi-Channel Growth Campaign for a Local MSP

  • makenzieaward
  • Sep 28, 2023
  • 3 min read

I was brought in to help a local managed IT provider plan and execute a coordinated acquisition campaign across press, email, social, and sales channels. Instead of treating this like a one-time announcement, I built a structured rollout: aligned messaging, full-funnel asset development, and a multi-channel launch designed to drive sustained visibility and engagement.


The results?


  • +300% growth in LinkedIn followers

  • +423% increase in social post engagement

  • +2,000%+ increase in LinkedIn page views

  • +30%+ of total site traffic driven by acquisition content



The Problem: Consolidating a Fragmented Architecture

Acquisition announcements are easy to publish and easy to get wrong. For a local managed IT provider, the challenge wasn’t just announcing the acquisition, but making sure the message was clear, consistent and actually drove engagement across multiple audiences. They needed to:


  • Communicate the acquisition without confusing existing customers

  • Align messaging across leadership, marketing, and sales

  • Generate meaningful visibility across local markets

  • Ensure consistency across press, email, social, and customer communications


Without a coordinated approach, the acquisition rollout risked becoming fragmented: disconnected messaging across press, email, and social, unclear positioning for customers, and missed opportunities to build early momentum.


The Solution: Simplify, Align & Convert

Instead of treating this like a one-time announcement, I structured the campaign as a coordinated, multi-channel rollout designed to reinforce the same message everywhere. The strategy focused on three priorities:


  • Clarify the message

  • Equip every channel with the right assets

  • Drive coordinated visibility at launch


1. Messaging & Strategic Alignment

Before anything went live, the foundation had to be right. I worked directly with leadership to define the core narrative of the acquisition: what it meant for customers, how it strengthened the business, and how it should be communicated across audiences.


This included:


  • Identifying key messaging themes for the PR campaign

  • Developing multiple press release variations for regional and industry publications

  • Aligning internal and external messaging to ensure consistency


Most acquisition campaigns skip this step and jump straight into execution. That’s where inconsistency starts. This ensured everything that followed was intentional and aligned.


2. Full-Funnel Asset Development

Once the messaging was clear, the next step was building the full campaign ecosystem needed to support it:


  • Press releases, email campaigns, landing page copy, and social media content

  • Customer communications from leadership to reinforce trust and continuity

  • Sales enablement materials to help teams communicate the acquisition confidently

  • Visual assets including logos, banners, and social graphics

  • Supporting brand elements like email signatures and campaign CTAs


Every asset reinforced the same message, no matter where customers or prospects engaged.


3. Coordinated Campaign Launch

Instead of letting content roll out inconsistently, I managed a structured, multi-channel launch designed to create sustained visibility.


  • Managed segmented email campaigns across multiple audience lists

  • Cleaned and organizing data to improve targeting and performance

  • Launched a week-long social campaign, including an internal employee amplification effort

  • Updated social channels to reflect the new combined brand


Because the groundwork was done early, the launch felt coordinated and the message reached audiences multiple times, in multiple ways.


The Results: Measurable Growth Across Channels

This campaign drove sustained engagement and visibility.


Growth & Visibility

+300% LinkedIn follower growth

+423% increase in post engagement

+2,000% increase in LinkedIn page views


Content Performance

Drove 30%+ of total site traffic during the campaign period


Turn Your Next Announcement Into a Growth Driver

The difference between a campaign that creates noise and one that drives results comes down to structure. When you align messaging, assets, and distribution from the start, campaigns build momentum.


If your team is navigating an acquisition or struggling to coordinate across channels, the fastest way to improve performance is building a system behind it.

bottom of page