Case Study: Business rebranding & repositioning

MSlogoProject: When a leading national, family-run fit out, maintenance and property services company decided to rebrand its business in favour of a more relaxed, friendly and ‘approachable’ professional image, E=MC2 Public Relations managed the regional and national communications to ensure the company’s clients, suppliers and competitors knew about the business’s new look, feel and friendly customer approach.

‘& means more’

‘& means more’

Action: E=MC2 Public Relations felt that the best way to communicate the new, friendly face of the business was through a series of quirky and fun picture stories which promoted the company’s new ‘& means more’ strapline and service ethos, demonstrating how it ‘added’ value in its customer, stakeholder and community activities. Stories featuring company staff from the MD down to the newest recruit were placed in key local, regional and national press read by the company’s clients. These images ranged from employees modelling the company’s comfy and stylish new workwear and showing off new-look liveried site cabins and vehicles, to the MD installing the new head office signage from a cherry picker. The stories were reinforced with a programme of strategic features about the company’s ‘funky’ and ‘people-centred’ culture. They showcased its efforts to attract and retain talented staff by creating a ‘special place to work’ through innovative initiatives such as healthy eating days, and fitness, relaxation and recreation facilities in the workplace.

Result: The innovative campaign and the people pictures made it memorable. This resulted in increased awareness of the new-look business, recognition of its ‘& means more’ service philosophy and its fresh, friendly and unique service culture among target audiences. The clear key message was that it was a great company to work with and to work for and that it was committed to going that extra mile for its employees, suppliers and its clients.

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