B2B Marketing More Insight and Analysis

Old identity	New identity

The Energy Consortium (TEC) is a membership organisation with over 200 members in higher (HE) and further (FE) education and the wider public sector. It has an annual energy contract value of over £300 million.

Target audience: TEC's primary audience is the HE and FE sector. It now wishes to extend its membership within the wider public sector. Key decision makers within this new audience include directors of estates, FDs, procurement managers and energy and sustainability managers.

What was the old brand identity?
The brand was last worked on in-house around 10 years ago.

What is the new brand identity?
The Energy Consortium - powering the public sector. Over the years the brand had come to be known as TEC or the Consortium so the company name has been abbreviated to TEC.

Why a rebrand?
TEC's board recognised that to achieve its five-year growth objectives and extend its membership beyond HE and FE a rebrand and new tone-of-voice was necessary.

Key objective: To give the brand a presence that would allow it to compete with organisations in the private sector, and to achieve a clean and fresh feel which has longevity as well as flexibility for the addition of future services.

When was the new rebrand launched?
The new rebrand was launched in August to coincide with the start of the new academic term.

Biggest challenge: Rocket Creative felt that as a not-for-profit organisation the rebrand had to look highly professional and allow TEC to stand tall among competing businesses whilst making sure it was not viewed as excessive in terms of budget. Rocket was mindful that it needed to create a suite of literature that worked for all target customers and could be built on.

Timescale: Five months from initial concepts through to launch of the rebrand and website.

What research was conducted?
A member questionnaire to allow TEC to understand how it was perceived by its customers. This provided the base for the project and the information gleaned from the results allowed the team to be certain that it was moving in the right direction with its creative thinking.

How is success being measured?
Rocket is looking to poll the TEC membership again to gauge its reaction to the rebrand and communications. Initial feedback has been very positive and the take-up for the organisation's annual conference is looking good.

Client perspective: Sarah James, TEC's marketing manager, said, "Rocket has helped us create a modern, fresh new look. We now have a full suite of marketing materials that really
stand out."