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The Corporate Story Ltd'


Editorial Direction of Employee Prospectus for DSM Nutritional Products ... For more information on DSM Nutritional Products, please visit ... – PowerPoint PPT presentation

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Title: The Corporate Story Ltd'

The Corporate Story Ltd.
June 2006
Our company
  • Independent PR agency
  • Founded March 2003
  • Based in Surrey, UK
  • Client base of blue-chips and SMEs
  • Memberships
  • Chartered Institute of Public Relations
  • Institute of Directors
  • Surrey Chambers of Commerce
  • Society of Authors

Our services
  • Public Relations
  • Speechwriting
  • Presentation Training
  • Internal Communications
  • Corporate Journalism
  • Marketing Communications

Our name
  • We help you to communicate where you are coming
    from, where you are going, and what you stand for
  • We develop your corporate story
  • We help you to deliver your story convincingly
  • We make your story work for you

Our approach
Our field
  • Corporate mergers, de-mergers and acquisitions
  • Corporate (re)branding and (re)positioning
  • Introduction of new strategy / management
  • Implementation of new regulations
  • Launch of new products / Entry into new markets

Our experience
  • Corporate governance
  • MA
  • IPO
  • Restructurung
  • Relocation
  • Rebranding
  • Product recall
  • Profiling of business leaders
  • Positioning of company projects and departments
  • Internal communications training
  • Change management training
  • Presentation skills
  • Corporate literature

Case study 1
  • Integration of Roches Vitamins business into DSM
  • In October 2003, DSM (the worlds largest
    biotech company, with 25,000 employees worldwide
    and annual sales of EUR 8 billion) acquired the
    Vitamins business of Roche (with 7,500 employees
    worldwide and sales of EUR 2.4 billion).
  • Jonathan Steffen advised DSMs Corporate
    Communications Department on the development and
    implementation of a communication strategy for
    the acquisition and subsequent integration of
    Roches Vitamins business. Highlights of this
    two-year assignment included
  • Writing the presentation for the worldwide
    cascade to explain the acquisition and the
    companys new objectives
  • Writing subsequent letters to employees on
    behalf of the CEO of the newly acquired company
  • Numerous ghost-writing and speechwriting
    assignments for other senior managers
  • Editorial direction of the magazine VITAL that
    told the story of the integration (9 issues
    circulated to 60 countries during the course of 2
  • For more information on DSM, please visit

Case study 2
  • Editorial Direction of Employee Prospectus for
    DSM Nutritional Products
  • Following the acquisition by DSM of Roches
    Vitamins business, it was decided to develop a
    new Employee Prospectus to help explain this
    businesss role within its new home at DSM.
    Jonathan Steffen assumed editorial direction of
    this project, highlights of which included
  • Agreement of the objectives, structure, content
    and personality of the document with key
  • In-depth interviews with process owners for each
    of the chapters of the document
  • Development of all the text, including body
    text, photo captions and graphics
  • Development of visual concept for the document
    based on the brand values of DNPs newly created
    employee magazine we
  • Oversight of the layout of the document
  • For more information on DSM Nutritional
    Products, please visit

Case study 3
  • Worldwide communication of DSMs new Corporate
  • In 2004, DSM revised its Corporate Guidelines,
    creating a new governance framework for the
    companys activities. Since January 2005,
    Jonathan Steffen has been acting in a part-time
    capacity as Communications Officer for this
    project. Highlights of this role include
  • Development of internal communication strategy
    and plan for explaining the rationale and process
    for the implementation of new Corporate
  • Oversight of development and implementation of
    brand for project
  • Editing of the project e-magazine Blue Notes
    plus ad hoc updates (True Blue Specials, The True
    Blue Story)
  • Contributions to DSMs internal publications,
    including DSM Executive Letter, DSM Magazine and
    DSM Nieuws
  • Development and editorial direction of project
  • Development of Picturing Sustainability poster
  • For more information on DSM, please visit

Case study 4
  • Development of Internal Communications function
    for Brit Insurance Holdings PLC
  • In 2003/2004, Jonathan Steffen was asked to
    review the internal communications requirements
    of Brit Insurance Holdings, a company which had
    grown rapidly through acquisition and which had
    not by that stage set up a professional Internal
    Communications function. Highlights of the role
  • Auditing the current state of internal
    communications within Brit Insurance Holdings and
    benchmarking this against best practice in the
    financial services sector
  • Developing a short-term internal communications
    strategy to communicate the companys new
    business strategy
  • Supporting the search for an Internal
    Communications Manager
  • For more information on Brit Insurance Holdings
    PLC, please visit

Case study 5
  • Review and redevelopment of the story of the
    Tilbury Young brand
  • In 2004, the accountancy firm Tilbury Young was
    planning an acquisition that would significantly
    expand the scope of its operations. To prepare
    for this, the firm invited Jonathan Steffen to
    review its entire brand, from visual ID to
    corporate story, and make recommendations for
    developing it. Highlights of the role included
  • Benchmarking the firms brand promise and
    positioning against that of its main competitors
  • Developing recommendations for maintaining the
    basic brand architecture but simplifying the
    companys corporate story
  • Reviewing the firms new pitch procedure for
    strategic new accounts and sharpening the sales
  • For more information on Tilbury Young, please

About Jonathan Steffen
  • Jonathan Steffen is Managing Director of The
    Corporate Story Ltd. He has specialised in
    corporate communications for twenty years.
  • A graduate of Kings College, Cambridge, Jonathan
    holds an honours degree in English language and
    literature. Since graduating, he has combined his
    interest in writing with his interest in
  • Before establishing The Corporate Story, Jonathan
    held directorships at several major PR agencies.
    He has worked in-house in corporate
    communications (at Hoechst AG) and also lectured
    in communication studies (at Heidelberg
  • Jonathan has advised companies as diverse as
    Royal DSM NV, Norwich Union Life, Rentokil
    Initial PLC, Shell European Oil Products, Shell
    Solar, Johnson Johnson, Canada Life, Cargill,
    Inc., Air Products, Inc., Citigroup, Novartis,
    BASF, GlaxoSmithKline, EUROFORUM GmbH, Energizer,
    Yahoo!, SAP AG, Henkel Teroson GmbH, Messe
    Frankfurt GmbH, Carl Freudenberg and Cargolux
    Airlines S.A.
  • Jonathan frequently publishes and speaks on the
    subject of change in the workplace. His writing
    has appeared in Business Age, Strategic
    Communication Management, Journal of
    Communication Management, Knowledge Management
    Review and Journal of Change Management, among
    other titles.

Contact details
The Corporate Story Ltd. Larchmont Office Wych
Hill Rise Woking Surrey GU22 0ES United Kingdom
Tel. 44 (0)1483 751379 Fax 44 (0)1483
755176 Email Website