CHALLENGE
As a nationally recognized retail brand, REI had built a strong reputation around community, culture, and customer experience. As communications across internal and external audiences became increasingly complex, the company wanted to ensure its messaging remained clear, consistent, and aligned across multiple stakeholder groups.
While the company had already developed thoughtful communication efforts, internal teams wanted an additional perspective on how communications could continue to evolve to support greater clarity, consistency, and alignment across audiences moving forward.
SOLUTION
Fratzke conducted a comprehensive communications audit to evaluate REI’s messaging approaches, channels, and overall brand consistency for internal and external audiences. The engagement included strategy review sessions, communication reviews, channel analysis, and strategic recommendations.
Key areas of focus included:
- Evaluating messaging consistency across channels and audiences
- Assessing communication channels and audience alignment
- Providing perspective on message alignment and communication effectiveness
- Reviewing brand positioning across key audience touchpoints
- Delivering actionable recommendations to strengthen the communication strategy
Rather than focusing on isolated communications, Fratzke evaluated how messaging, audience engagement, and brand positioning worked together to support overall communication effectiveness across the organization.
RESULTS
Our partnership provided REI with insight on communications performance across different audiences and where opportunities existed to further strengthen consistency and alignment.
Fratzke’s recommendations helped leadership better understand how communication effectiveness is shaped not only by messaging itself, but also by communication structure, audience engagement, and cross-channel consistency. The final strategy provided a data-driven foundation for future communication efforts and informed decision-making across the organization.
