Ylem Energy commissioned Pelican to create a new proposition and visual brand identity that would communicate their expertise to potential customer and reflect the benefits their knowledge of energy generation and cost reduction could deliver.
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Despite almost 30-years in the energy sector, Ylem was still a relatively unknown name in the UK market. The management team wanted to ‘reach further’ to engage with C-Suite decision makers and generate a strong sales pipeline.
The objective was to deliver an integrated marketing campaign that would drive sales enquiries by positioning Ylem as a thought leader on future energy infrastructure and communicating the advantages of independent power production to senior decision makers.
There are many businesses offering onsite generation or ‘behind the meter’ services all of whom claim to be able to save their business customers a lot of money on their energy bills.
We recognised that in a crowded marketplace it’s difficult for decision makers to choose the right supplier. So, we decided to focus on those factors Ylem’s competitors couldn’t match: their expertise and track record. This would reassure potential customers that Ylem was the right partner and would be able to help them adapt to the ever-changing commercial energy market.
The Pelican approach
We conducted a brand workshop with the management team to refine their offer and brand values from which we developed a fresh brand proposition: The future of business energy, today.”
We then moved on to the visual and verbal foundations of the brand and created a new brand identity.
The Pelican team them undertook a website refresh. This began with a keyword review and optimisation audit to identify which pages were under performing in searches, which needed to be optimised so they ranked more effectively and which pages were surplus to requirement.
Whilst work on the website was underway we created a new set sales collateral including brochures and PowerPoint presentations. Our team was also busy promoting the new look Ylem with a wide range of new content including a monthly blog, animations, media relations and an active social media campaign.
Pelican’s work with Ylem energy has resulted in a clear proposition, strengthened brand image and raised profile. This has given the business a credible and recognisable platform from which it can continue to grow.
We provide a range of services including strategy, design, content creation, public relations, CSR reporting, video and animation production plus people development. Contact us for marketing and communications expertise.