Strategic communications I Change Communications I Media Relations
Supporting a complex franchise network through change and growth
Town Hall has a long-standing strategic communications partnership with Laser® Plumbing & Electrical, supporting the business through organisational change, new service models and opportunities to strengthen its profile.
Operating across New Zealand and Australia, Laser® has a large, decentralised franchise network, with a diverse group of business owners, employees and stakeholders. Communicating effectively across this network requires a clear understanding of the business, its people and the different impacts that change can have across the system.
Our work has spanned change communications, stakeholder engagement, messaging and media relations, with each programme tailored to the needs of the business and the people it needs to bring along.
Our Approach
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When Laser® considered introducing a new business-to-customer service model alongside changes to its existing systems, we developed a communications and engagement programme to build understanding across the franchise network. This included stakeholder mapping, identifying internal champions, developing consistent messaging and equipping the business with practical tools to communicate the changes and their implications.
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We have also supported communications for Laser® Australian counterparts through a significant brand transition. Working across a geographically dispersed network, the focus was on clear strategic messaging, maintaining engagement and confidence, and supporting franchisee retention while the business navigated change.
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We’ve supported Laser® with public relations and content around multiple community initiatives, helping bring the stories to a wider audience. Working with Laser and its supplier partners, we developed targeted media and content activity to showcase their charitable contributions, and highlight the business’s ongoing commitment to its communities.
The value of a long-term partnership
Working with Laser® across a range of strategic communications challenges has allowed us to build a strong understanding of its business, franchise model and stakeholder relationships.
That context helps us develop communications that are grounded in the values and realities of the organisation, whether the priority is bringing people along through change, maintaining confidence across a distributed network or making the most of an opportunity to connect with the wider community.
