A water brand built from scratch for a new market
When the water market deregulated, businesses could choose their supplier for the first time; rewriting the rules for an entire industry. Wessex Water and Bristol Water needed a new venture, water2business, ready to compete. We created the brand and proposition from scratch, then ran the full marketing engine: campaigns, PR, sustainability seminars and a digital hub that positioned water2business as the go-to authority on a confusing new landscape.
Educating current customers and raising brand awareness both in and out of region were key requirements for this new company. Another challenge was creating engaging material that simplified the complex messages of regulation change and elevating the subject matter of water supply to something that mattered to a busy Finance Director or Facilities Manager.
The full service
After putting in place the face of the company and branding foundations, we worked at a strategic and tactical level to create and execute results-driven campaigns designed to raise awareness, inform and educate customers and grow market share.
From the creation of strategic plans to managing social media and e-shot campaigns, creating a new website and organising events and exhibitions, we have handled every aspect of their marketing and comms.
Creating a discussion
As part of our PR strategy for the business, we organised a series of sustainability seminars and workshops with leading businesses across the South West. Working in partnership with South West Business publication, we brought together business heads across a variety of sectors to discuss the significance of changing water regulations and best practice for sustainability. Not only did the events gain positive feedback, press releases and articles received extensive pick up in both local and trade press with the discussion points becoming a well-received white paper.
A digital hub
We created a website to set out water2business’s business proposition and explain the legislation changes. This engaging website clearly mapped out the visitor journey for current, new and prospective clients. We also created an info hub to position the company as an industry leader – becoming the first point of call for anyone wanting to find balanced and objective information on the changing landscape and what it could mean to their business.
PR & Digital Campaigns
We engaged in PR and digital marketing campaigns, targeting specific sectors particular affected by regulation change, creating editorial, films, animations and infographics explaining the specific issues for each sector and water2business’ expertise in that area.
Results
- 165%more organic search traffic than a year before, the most on recordAugust 2016, against August 2015
- 17first-page Google rankings across the search terms we trackedAugust 2016, against none in January 2016
- 71tracked search terms ranking in GoogleAugust 2016, against 7 in January 2016
Ideate were incredibly strategic and able to offer real insight into the strange world of marketing which was new to our fledgling business. Always professional, flexible and not afraid to lead us into producing solutions that would benefit our brand. I would not hesitate to work with Ideate again
