CEO Branding Case Study: Thomas M. Nies, Founder and CEO, Cincom Systems, Inc.

Cincom is one of the world's most experienced software companies, serving clients including BMW, Citibank, Boeing, Northwestern Mutual, Federal Express, Ericsson, Siemens, Rockwell Automation, and Trane.

Thomas M. Nies founded Cincom in 1968 with just $600 and a card table. Yet, after leading Cincom for more than four decades, Tom remained virtually unknown in the software industry and business world.

CEO Branding Program

Get The Word Out Communications created a CEO branding program that focused on the entrepreneurial spirit of Cincom's CEO. Our strategy incorporated personal branding to define Tom's CEO stature and accomplishments within the business world at large. Key themes included:

• Thought Leadership. We drew from Tom's history leading Cincom through numerous economic cycles and pursued this strategy through print, broadcast, Internet and speaking channels.
• Centers of Influence. We introduced Tom to centers of influence in the business world and introduced Tom as a speaker, expert and interview source.
• Community Leadership and Recognition. We developed a community outreach strategy to position Cincom as an advocate of entrepreneurship.

Results

Within one year, Get The Word Out generated considerable exposure and business world recognition for Tom and raised his profile as an "elder statesman" within the technology sector and the business world.

Community

Our community strategy centered on Cincom: Encouraging Entrepreneurship (CEE). Cincom joined forces with colleges and non-profit organizations to support entrepreneurial activity throughout the world by donating software, services, and resources to assist aspiring entrepreneurs,

Highlights of the program included the University Grant Program (with Northern Kentucky University and Ohio University College of Business) and the University MBA Plan Competition where students enrolled in MBA programs competed to win cash prizes.

Contributed Articles

We published several contributed articles under Tom's byline in targeted print publications . Article topics aligned with issues related to Tom's stewardship at Cincom.

Print placements included:

• MWorld Magazine
  "Thriving In A Tough Economy"
  November 2004
• American Executive Magazine
  "Global Reach"
  February 2005
• Financial Executive International Magazine
  Roundtable feature
  May 2004
• Strategy & Leadership Magazine
  Interview with Tom Nies
• Management First (newsletter)
  Guru Interview: Tom Nies: Running a global IT giant
  May/June 2005

Public Speaking

Get The Word Out created a comprehensive database of speaking opportunities and secured three top speaking slots:

• Center for the Study of the Presidency, Washington DC
  Spring Fellows Conference, April 7-9, 2005
• Red Herring's Venture Market Europe
  April 12-14, 2005, London UK
• Red Herring Spring Conference
  May 17-19, 2005, Monterey, California

"It was an enlightening and fruitful experience working with Get The Word Out Communications to design and implement our CEO Branding program on behalf of Tom Nies. They contributed immeasurably in helping craft a message, develop on key themes, and present Tom as Cincom's most valuable asset. I highly recommend Get The Word Out for CEOs looking to develop reputational capital for themselves and their organizations."

Steve Kayser,
Cincom Director of Public Relations

For more information about Cincom, visit www.cincom.com