WHAT THIS MEANT TO THE CLIENT:
CLIENT: National Power
National Power was spun out of the old Central Electricity Generating Board when it was privatised. All parts of this new company were handed profit targets, power stations that had been ‘tied’ customers were set free to buy-in services where they chose.
As ex-civil servants the Engineering Division felt its lack of Marketing expertise keenly. The client sought an Agency that had a good feeling for Engineering and engineers.
TANDEM was put up by the Chartered Institute of Marketing.
BRIEF:
This client sought an Agency that had the technical background to understand its engineering capability and the facilities at its enormous workshop at Ferrybridge.
The challenge was to make an ‘in-house’ department as attractive as Rolls Royce and Westinghouse – just two competitors for the business.
RESULTS & OUTCOME:
We interviewed every power station management team in the country including the competitive PowerGen stations.
TANDEM created a completely new identity for the division within National Powers existing house rules.
We analysed all 63 services on offer and grouped them into 12 readily understood packages, thus making them far easier to sell. We produced a suite of product literature to support this.
We developed novel mailing campaigns involving a Spitfire and DIY wind turbine challenge to promote the new look service.
Then we created an advertising campaign to sell the Ferrybridge emergency call out service.
On ‘after’ campaign testing we achieved a 93% recognition rating.
TANDEM WorkSpaces: 5
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