Client
Gasforce (now Connaught Gasforce), leading provider of gas breakdown repair, servicing, installation and compliance services to small and medium sized businesses across the UK.
Challenge
To achieve growth in the face of competition from cheaper, but inferior local competition. Whilst gas compliance was a legal requirement as part of HSE legislation, it was not a service truly desired or valued by customers. As a result, Gasforce faced increasing competition from local lower cost, lower service level suppliers; threatening the company's sales performance and business growth. Since Gasforce had been operating independently from the rest of the group, the benefits of being part of group needed to be communicated, making sure that the team (also shareholders in business) remained motivated and engaged throughout had to be handled sensitively.
Results
A new positioning was developed based on business continuity and compliance to differentiate Connaught Gasforce from the competition, and communicate the value of their services. Gasforce not only adopted the name 'Connaught Gasforce' but took on Connaught's brand identity and its positive, proactive values. A comprehensive suite of new internal and external communications launched this positioning, brand identity and clarified the company's future vision. Connaught Gasforce is now focused, energised, integrated within the rest of the group, and supported with compelling customer-focused communications. The business is already seeing a significant number of positive improvements.
Deliverables Competitive positioning - Brand strategy - Internal roadshow and branded giveaways - Pledge cards -Merchandising - Contract packs and price lists - Outbound call scripts - Website - Van livery
Gasforce (now Connaught Gasforce), leading provider of gas breakdown repair, servicing, installation and compliance services to small and medium sized businesses across the UK.
Challenge
To achieve growth in the face of competition from cheaper, but inferior local competition. Whilst gas compliance was a legal requirement as part of HSE legislation, it was not a service truly desired or valued by customers. As a result, Gasforce faced increasing competition from local lower cost, lower service level suppliers; threatening the company's sales performance and business growth. Since Gasforce had been operating independently from the rest of the group, the benefits of being part of group needed to be communicated, making sure that the team (also shareholders in business) remained motivated and engaged throughout had to be handled sensitively.
Results
A new positioning was developed based on business continuity and compliance to differentiate Connaught Gasforce from the competition, and communicate the value of their services. Gasforce not only adopted the name 'Connaught Gasforce' but took on Connaught's brand identity and its positive, proactive values. A comprehensive suite of new internal and external communications launched this positioning, brand identity and clarified the company's future vision. Connaught Gasforce is now focused, energised, integrated within the rest of the group, and supported with compelling customer-focused communications. The business is already seeing a significant number of positive improvements.
Deliverables Competitive positioning - Brand strategy - Internal roadshow and branded giveaways - Pledge cards -Merchandising - Contract packs and price lists - Outbound call scripts - Website - Van livery
