{"id":3130,"date":"2023-01-06T08:38:13","date_gmt":"2023-01-06T08:38:13","guid":{"rendered":"https:\/\/www.publicadvisors.ro\/?p=3130"},"modified":"2025-08-07T17:04:49","modified_gmt":"2025-08-07T14:04:49","slug":"campaign-sif-moldova-devine-evergent-investments","status":"publish","type":"post","link":"https:\/\/www.publicadvisors.ro\/ro\/campaign-sif-moldova-devine-evergent-investments\/","title":{"rendered":"campania: SIF Moldova devine EVERGENT Investments"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3130\" class=\"elementor elementor-3130\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d34e6bc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d34e6bc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7b2afc9a\" data-id=\"7b2afc9a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13270608 elementor-widget elementor-widget-text-editor\" data-id=\"13270608\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/zMOKVJ3-KG8\" width=\"560\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p><h2><strong>oportunitate<\/strong><\/h2><p>Noul context strategic creat de schimbarea legisla\u021biei \u0219i alinierea acesteia la normele europene a oferit SIF-urilor un spectru mai larg de ac\u021biune \u00een activit\u0103\u021bile de investi\u021bii, dar \u0219i oportunitatea unui rebranding pe care SIF Moldova \u0219i-l propusese de ceva timp.<\/p><p>Conceput \u00eentr-o societate \u00een tranzi\u021bie, redefinit din FPP ca unul dintre cele 5 SIF-uri, SIF Moldova a acumulat de-a lungul anilor, din p\u0103cate, asocieri negative \u00een termeni de reputa\u021bie \u0219i imagine, cre\u00e2nd confuzie \u00een percep\u021bia colectiv\u0103 prin asocierea cu statul rom\u00e2n.<\/p><p>Pe fondul dezvolt\u0103rii pie\u021bei de capital \u0219i al performan\u021bei ob\u021binute constant, conducerea companiei a decis separarea de celelalte SIF-uri prin schimbarea numelui, a identit\u0103\u021bii vizuale, redefinirea identit\u0103\u021bii \u0219i repozi\u021bionare. M\u0103surile au fost implementate cu aprobarea ASF \u0219i astfel a \u00eenceput un proces amplu de rebranding bazat pe o campanie de PR de doi ani<\/p><p><b>A fost prima dat\u0103 \u00een istoria pie\u021bei de capital din Rom\u00e2nia c\u00e2nd un SIF \u0219i-a schimbat denumirea.<\/b><\/p><h2><strong>cercetarea<\/strong><\/h2><p>Cele cinci SIF-uri au fost \u00eenfiin\u021bate \u00een urm\u0103 cu peste trei decenii, \u00een timpul primei \u201ecuponiade\u201d (a fost \u00eenc\u0103 una \u00een 1995), cu programul de \u201eprivatizare \u00een mas\u0103\u201d, adic\u0103 privatizarea for\u021bat\u0103 \u0219i necugetat\u0103 a companiilor de stat.<\/p><p>Cele cinci SIF-uri au primit (gratuit) ac\u021biuni \u00een mii de companii de stat. Valoarea portofoliilor atinsese, la momentul list\u0103rii la burs\u0103 din 1999, aproape un sfert din PIB. Men\u021bion\u0103m c\u0103 economia Rom\u00e2niei se afla atunci la unul dintre cele mai sc\u0103zute niveluri din istoria recent\u0103.<\/p><p>Evolu\u021bia titlurilor SIF-urilor, de la listare \u0219i p\u00e2n\u0103 \u00een prezent, este surprinz\u0103toare, cu cre\u0219teri de zeci de ori chiar \u0219i dup\u0103 ce au trecut prin mai multe crize. Categoria generic\u0103 \u201eSIF\u201d a reu\u0219it, din p\u0103cate, s\u0103 acumuleze de-a lungul anilor conota\u021bii puternic negative din perspectiva reputa\u021biei \u0219i imaginii.<\/p><p>Cu toate c\u0103 SIF Moldova a \u00eenregistrat \u00een timp performan\u021be investi\u021bionale pozitive \u0219i diferite fa\u021b\u0103 de celelalte SIF-uri, reputa\u021bia categoriei generice numite \u201eSIF-uri\u201d a influen\u021bat constant reputa\u021bia fiec\u0103rui juc\u0103tor \u00een parte. Obiectivul central al proiectului de rebranding este ruperea de aceste reprezent\u0103ri negative \u0219i crearea unor noi conota\u021bii legate de puterea de a aduce valoare investitorilor din Rom\u00e2nia \u0219i nu numai.<\/p><h2><strong>planificarea<\/strong><\/h2><p>Obiectivul principal \u2013 cre\u0219terea notoriet\u0103\u021bii noului brand \u0219i, \u00een acela\u0219i timp, distan\u021barea de percep\u021bia negativ\u0103 existent\u0103 asupra categoriei \u2013 a fost extrem de dificil de atins, deoarece numele nou trebuia comunicat o perioad\u0103 al\u0103turi de vechea denumire a companiei.<\/p><p>Aceast\u0103 provocare a fost amplificat\u0103 de impactul pandemiei. Av\u00e2nd \u00een vedere c\u0103 era un pas \u00eendr\u0103zne\u021b, aproape un moment istoric, dar \u0219i faptul c\u0103 SIF Moldova putea pierde \u00eencrederea investitorilor existen\u021bi, strategia de comunicare a fost conceput\u0103 astfel \u00eenc\u00e2t s\u0103 ajung\u0103 la publicuri multiple cu mesaje adaptate, pe canale selectate, tocmai pentru a transmite informa\u021bia corect\u0103 tuturor p\u0103r\u021bilor interesate:<\/p><p><b>Mesaje pentru investitorii activi <\/b>\u2013 adaptabilitate la tendin\u021bele pie\u021bei globale de investi\u021bii, stabilitate, experien\u021b\u0103, curaj \u0219i responsabilitate investi\u021bional\u0103.<\/p><p><b>Mesaje pentru poten\u021biali investitori: <\/b>experien\u021b\u0103 extins\u0103 pe pia\u021ba de capital din Rom\u00e2nia, cele mai bune oportunit\u0103\u021bi, randament foarte bun al investi\u021biei.<\/p><p><b>Mesaje c\u0103tre BVB \u0219i autorit\u0103\u021bi: <\/b>companie de investi\u021bii stabil\u0103 \u0219i cu experien\u021b\u0103, modern\u0103, ambi\u021bionat\u0103 s\u0103 devin\u0103 un juc\u0103tor european respectat \u0219i de renume, profesionaliz\u00e2nd mediul de afaceri.<\/p><p><b>Mesaje pentru angaja\u021bi: <\/b>stabilitate, expertiz\u0103, cre\u0219tere \u00een putere, precizie, curaj, responsabilitate \u0219i un mod riguros de a ac\u021biona.<\/p><p><b>Mesaje pentru publicul larg: <\/b>stabilitate, expertiz\u0103, cre\u0219tere \u00een putere, curaj \u0219i decizii \u00eendr\u0103zne\u021be, transparen\u021b\u0103, responsabilitate.<\/p><p>Strategia de comunicare a fost dezvoltat\u0103 pe o perioad\u0103 de doi ani (prima faz\u0103 \u2013 comunicarea noului brand, a doua faz\u0103 \u2013 consolidarea reputa\u021biei) \u0219i a inclus at\u00e2t o component\u0103 clasic\u0103 de PR (comunicate de pres\u0103 cu rezultatele financiare, investi\u021bii, analize, pitching stories, rela\u021bii cu mass-media, participare la evenimente de profil), c\u00e2t \u0219i o component\u0103 de media buying.<\/p><h2><strong>execu\u0163ia<\/strong><\/h2><p>Au fost folosite mai multe canale \u0219i tactici pentru a comunica noul brand, tocmai pentru a eviden\u021bia transparen\u021ba companiei \u0219i a \u00eendep\u0103rta percep\u021bia c\u0103 SIF-urile \u201eascund\u201d lucruri, nu comunic\u0103 \u0219i sunt opace.<\/p><p>Procesul de anun\u021bare a rebrandingului a fost dificil, deoarece nu era un brand u\u0219or de prezentat. Pia\u021ba financiar\u0103 \u00een care activeaz\u0103 Evergent este una cu numeroase particularit\u0103\u021bi \u0219i reglement\u0103ri.<\/p><p>\u00cen acest context, procesul de anun\u021bare a rebrandingului Evergent, de\u0219i organizat \u00eenainte de punctul 0, a implicat mobilizarea unor resurse considerabile \u00eentr-un interval de timp extrem de scurt, deoarece depindea de autorizarea ASF. De asemenea, comunica\u021biile entit\u0103\u021bilor care opereaz\u0103 pe pia\u021ba de capital trebuie s\u0103 fie strict supravegheate de agen\u021bie, av\u00e2nd \u00een vedere c\u0103 prima informare privind deciziile Adun\u0103rilor Generale ale Ac\u021bionarilor se face c\u0103tre BVB \u0219i abia apoi c\u0103tre mass-media \u0219i public.<\/p><h4><b>Conferin\u021b\u0103 de pres\u0103 \u201ead hoc\u201d<\/b><\/h4><p>Un moment de o asemenea importan\u021b\u0103, care scria istorie pe pia\u021ba de capital din Rom\u00e2nia, trebuia marcat a\u0219a cum se cuvine \u00een rela\u021bia cu mass-media \u0219i partenerii.<\/p><p>Am ales studioul hibrid nou construit de la Radisson, unde am montat un ecran LED impresionant de 14 \u00d7 3,5 metri pentru a afi\u0219a, \u00een spatele vorbitorilor, cifrele \u0219i realiz\u0103rile Evergent. Evenimentul s-a desf\u0103\u0219urat pe 8 martie 2021 \u0219i a fost un succes. Publica\u021bii de prim rang, at\u00e2t generaliste, c\u00e2t \u0219i de business, au participat online pentru a anun\u021ba rebrandingul.<\/p><h4>TEASING<\/h4><p>Am decis s\u0103 folosim \u00eentreaga perioad\u0103 de a\u0219teptare a aprob\u0103rii ASF (noiembrie 2020 \u2013 martie 2021) pentru a plasa c\u00e2t mai multe informa\u021bii \u00een media despre performan\u021bele companiei. Am transformat aceast\u0103 perioad\u0103 \u00eentr-o comunicare financiar\u0103 de tip \u201eteasing\u201d. Astfel, am oferit presei detalii despre rezultatele financiare din 2020, despre echipa de management \u0219i strategia de business Evergent, precum \u0219i despre segmentul de private equity.<\/p><h4>Strategie media solid\u0103<\/h4><p>Am sus\u021binut acest moment extrem de important \u00een comunicarea pentru clientul nostru cu o strategie media solid\u0103. Am ales s\u0103 plas\u0103m mesajul pe coperta celei mai citite \u0219i apreciate publica\u021bii de business din Rom\u00e2nia \u0219i s\u0103 prezent\u0103m primele cinci rezultate de business.<\/p><p>Cea mai important\u0103 companie de investi\u021bii de pe pia\u021ba de capital avea nevoie s\u0103 \u00ee\u0219i construiasc\u0103 un brand, a\u0219a c\u0103 procesul de rebranding \u0219i ruperea de trecut a fost esen\u021bial.<\/p><p>\u00cen lunile urm\u0103toare, am ales zece subiecte de copert\u0103 \u0219i alte materiale \u00een media online ca parte a strategiei noastre media pentru a men\u021bine o comunicare constant\u0103 \u0219i eficient\u0103 \u0219i pentru a crea notorietate pentru noul brand.<\/p><h4>Schimbarea simbolului la BVB<\/h4><p>Schimbarea simbolului bursier a fost \u0219i subiectul unui eveniment special organizat la Bursa de Valori Bucure\u0219ti, c\u00e2nd s-a b\u0103tut clopotul pentru introducerea simbolului EVER.<\/p><p>La eveniment au participat \u0219i reprezentan\u021bi ai autorit\u0103\u021bilor, ceea ce arat\u0103 \u00eenc\u0103 o dat\u0103 importan\u021ba companiei pe pia\u021ba de capital.<\/p><h4>Rela\u021bii cu mass-media<\/h4><p class=\"translation-block\">Toate aceste tactici au fost \u00eenso\u021bite de o strategie ampl\u0103 de rela\u021bii cu mass-media. \u00cen primul an de la rebranding, au fost trimise <b>19 comunicate de pres\u0103<\/b> privind deciziile luate \u00een Adun\u0103rile Generale, rezultatele financiare \u0219i partenerii Evergent, gener\u00e2nd aproximativ 400 de materiale \u0219i 16 milioane de oportunit\u0103\u021bi de expunere.<\/p><p>Cele 10 interviuri ale conducerii \u00een publica\u021bii economice de top au atras \u00een jur de 800.000 de vizitatori unici.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3a5696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3a5696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f9ed817\" data-id=\"f9ed817\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d04b40c elementor-widget elementor-widget-heading\" data-id=\"d04b40c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">evaluare<br><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-426b1cb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"426b1cb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-f30f7c9\" data-id=\"f30f7c9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f04c26c elementor-widget elementor-widget-text-editor\" data-id=\"f04c26c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h4>Rezultate opera\u021bionale<\/h4><p>\u00cen primul an, au fost generate peste 500 de materiale media.<\/p><p>Un num\u0103r estimat de 30 de milioane de vizitatori unici au fost expu\u0219i mesajelor noastre.<\/p><p>Un alt SIF \u0219i-a schimbat brandul, lu\u00e2nd rebrandingul EVERGENT drept exemplu.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-437fb9e\" data-id=\"437fb9e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6403e21 elementor-widget elementor-widget-text-editor\" data-id=\"6403e21\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h4><strong>Rezultate de comunicare\u00a0<\/strong><\/h4><h1>19<\/h1><p>Comunicate de pres\u0103 distribuite \u00een primul an<\/p><h1>400<\/h1><p>Materiale \u00een mass-media<\/p><h1>16 milioane<\/h1><p>Oportunit\u0103zi de vizualizare<\/p><h1>10<\/h1><p>Interviuri ale conducerii \u00een publica\u021bii economice de top<\/p><h1>800,000\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/h1><p>Vizitatori unici<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Noul context strategic creat de schimbarea legisla\u021biei \u0219i alinierea acesteia la normele europene a oferit SIF-urilor un spectru mai larg de ac\u021biune \u00een activit\u0103\u021bile de investi\u021bii, dar \u0219i oportunitatea unui rebranding pe care SIF Moldova \u0219i-l propusese de ceva timp. \nConceput \u00eentr-o societate \u00een tranzi\u021bie, redefinit din FPP ca unul dintre \u2026<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"https:\/\/www.publicadvisors.ro\/ro\/campaign-sif-moldova-devine-evergent-investments\/\"> <span class=\"screen-reader-text\">campania: SIF Moldova devine EVERGENT Investments<\/span> Cite\u0219te mai mult \u00bb<\/a><\/p>","protected":false},"author":1,"featured_media":3152,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[42,27,31,26],"_links":{"self":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3130"}],"collection":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/comments?post=3130"}],"version-history":[{"count":12,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3130\/revisions"}],"predecessor-version":[{"id":3570,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3130\/revisions\/3570"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media\/3152"}],"wp:attachment":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media?parent=3130"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/categories?post=3130"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/tags?post=3130"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}