Challenge:
In the wake of COVID-19, a national gym chain faced the prospect of losing its members and damaging its brand when it filed for bankruptcy and initiated a reorganization.
Action:
Immediately after being engaged, Red Banyan®’s crisis experts sprang into action, assembling a suite of timely messaging and communications materials tailored for diverse stakeholders, from employees to customers.
Recognizing the essential role of transparent communication during such a turbulent period, these materials explained the bankruptcy process and its implications, providing clarity and reassurance.
Simultaneously, Red Banyan® spearheaded media relations for the company, strategically managing interactions with the press to limit negative coverage and drive a narrative focused on the company’s resilience and commitment to its members and employees.
Impact:
Red Banyan® successfully guided the company through its external and internal communications efforts, calming distressed employees, retaining customers, minimizing media exposure, and preserving brand equity and the company’s valuation.