Honeywell Case Study.
Honeywell, a diversified industrial manufacturer with businesses in aerospace, specialty materials, transportation and automation and control had US manufacturing and expansion plans which required strong positive relations with local government and citizens.
Honeywell needed accurate awareness and familiarity of the company’s scope and import satisfactory terms with local government, business leaders and hiring a workforce. These issues were extremely urgent and required and marketing and communications solution with virtually immediate turnaround.
ConstellationNY was retained by corporate communications to develop a program to raise the company’s profile among these key audiences.
Research was designed to assess the dimensions of the brand while measuring the accurate understanding of the company’s current businesses.
Fielded by an independent, third‐party supplier, the study indicated that name awareness was almost universal—due in large part to the ubiquity of the household thermostat but, there was extremely little familiarity with any of the company’s business units, technology or community and philanthropic efforts. Correspondingly, there was little to no good will toward the company, which would have made expansion exponentially more difficult.
Constellation created a brand‐messaging platform that fused the technology aspect of Honeywell with the focus of their corporate philanthropy.
The resulting theme—‘Heart and Science’ humanized the company and was the through‐line across all aspects of the communications effort.
Because of the critical need to position Honeywell as a valuable part of the community, we created a communications program that used a combination of real employees from the local operations and higher ground corporate messaging that connected iconic Honeywell product with employees’ good works.
Follow‐up research to the benchmark conducted at quarterly intervals indicated that brand awareness, familiarity and likeability scores rose by significant amounts during all advertising flights.
Corporate relationships and negotiations with local government enabled the approvals of large‐scale plant openings in specialty materials Automation and Control and successful hiring and staffing in blue and white‐collar jobs.
ConstellationNY was responsible for the brand strategy, all creative concepts, art direction, copywriting, production supervision, media planning and supervision over all media buying. A major component to the success of the program was the vision and decisiveness of our key client.