If you’ve driven on a motorway, travelled on the Tube, been into a local school or used council services, there is a good chance you’ve benefited from the work that Amey does. Their purpose as a leading public service provider is to support organisations that serve the public.
Following an acquisition by the Spanish construction firm Ferrovial, we were asked to increase Amey’s profile, reputation and credibility.
Our solution was to reposition the corporate brand from the inside out.
We began with an intensive research programme to gain a better understanding of internal perceptions and inconsistencies as well as customer perceptions of the Amey offering. We also examined the competitive landscape and it was clear that the all companies had an almost identical offer.
Our strategic recommendations on the basis of the new brand map gave Amey the opportunity to create a unique positioning in their market sector built around the idea of people and service, the objective being to align the brand offering and communication with customer needs. We obtained buy in from senior management by running workshops to involve them in the brand development process.
The messaging strategy was based around ‘working with you (the client) to make a real difference (to people’s lives)’ and the new strap line became:
Service is our Passion. People, our Strength.
There was an employee launch to 250 managers with a cascade programme to support the filter through the business.
A corporate overview and divisional brochures were produced to support the proposition and other marketing collateral included a regular newsletter, a new web-site and targeted trade press.
Amey received an unprecedented response to their new brand and communication tools and were repeatedly complimented on the new corporate literature.
This is a Marmalade Consulting programme.