Graybar

Powering a New Era

Graybar is a Fortune 500 company specializing in electrical and telecommunications supply chain management. The company approached its 150th anniversary—and 90 years of employee ownership— amid rapid industry disruption and technological transformation. Executives knew they could use the corporate legacy of industry leadership to elevate the company’s brand and catalyze employees, customers and suppliers to embrace the future-focused mindset it would need to remain competitive.

Working with Graybar, History Factory mapped out a robust anniversary plan to remind today’s audiences that leadership and ingenuity is central to Graybar’s DNA. The plan included a variety of elements: a theme, “Powering the New Era,” used throughout the anniversary year in internal and external communications; a graphic identity for the anniversary year; content banks to fuel communications such as social media; archives development plans; and a thought leadership platform on topics such as digital transformation and employee ownership.

“The very last chapter of his last book was titled “The New Era.” And this is a very short chapter; it was only about three pages long. But in this chapter, called “The New Era,” Gray pointed to some themes that are very, very relevant nearly 120 years after he wrote it. And while the language feels like it’s 120 years old, the points he made are absolutely relevant today. We were really inspired by the title of the chapter, “The New Era,” and the message that was in it. And so the theme for our anniversary became “Powering the New Era.” And it’s a perfect way to fuel excitement for our future, while anchoring on our heritage and what’s made us successful for so long.”

— Carrie Johnson, Director of Strategic Communications

Viewed internally and externally as successful, the anniversary program acted as a pivot point for the organization, delivering: 

• Increased PR coverage in trade publications and local and national media, including the St. Louis Business Journal, KMOX Radio and Private Company Director magazine 
• Brand elevation at national training conferences, in local placements, and through sports sponsorships with the St. Louis Cardinals and Talladega Superspeedway 
• Strengthened corporate communications and marketing efforts using storytelling via physical displays, videos, social media, speeches and other formats