The brief

To create and launch a stand-out communications strategy that positioned the company as an experienced, yet fresh alternative to the traditional energy companies while building a strong internal culture that integrated multiple companies into a single team.

Objectives

  • Establish the Elemental as the leading light in the energy transition space.
  • Generate a sense of excitement and purpose across both teams.
  • Align staff around Elemental’s vision to protect business continuity and create a pool of advocates.
  • Reassure current clients and attract new business opportunities.

The approach

We worked with them to develop their marketing foundations and an integrated PR, marketing, internal communications, and investor communication strategy.

When Senergy Wells was acquired, we held several workshops and meetings with their senior leaders to secure support for both the new brand and the roll-out of the marketing and communications strategy.

 

Tactics included:

  • Brand development: the creation of the name, brand identity, and values.
  • Two websites: The first website was superseded by a second more detailed version following a second acquisition in May 2023.
  • Social media channels established – a digital-first approach has focused on LinkedIn, supported by Instagram, Twitter, Facebook, and YouTube
  • Digital content: Blogs, case studies, team profiles, videos, infographics and imagery.
  • Thought leadership: Articles in the media and online to position the company as the go-to experts
  • Brand videos: A holding brand video to reflect the company’s mission created. Talking heads video in development once CEO is announced.
  • Emailers: branded internal and client email campaigns
  • Internal collateral: branded gift boxes given to all staff members on day one. Internal brochure, slide deck for the chairman’s townhall. Branding in office.
  • Intranet: SharePoint site to embed brand buy-in and collaboration
  • Marketing collateral: branded gift boxes sent to clients, brochure, pull-up banners, exhibition stand.
  • Media Relations: Exclusives agreed with the main energy publication Energy Voice. Coverage in their publication, social channels and morning email bulleting out to 50K recipients. Media releases were then issued. Exclusive interview with CEO agreed for June.
  • Leadership team liaison: One-to-ones with each leadership team member to share communications strategy with them.
  • Speaking opportunities, events and exhibitions: Speaking slot secured at an international energy conference, exhibition space at key energy transition events.

The outcomes

Within a year of its launch, the company enjoyed a good level of awareness across the city and was able to focus on building its profile in Norway and the USA.

It attracted 2.4k followers on LinkedIn, secured coverage in the business and energy media, been showcased at key industry events, and has quickly built brand awareness through a blend of paid digital ads, paid and earned media coverage, and a strong presence at Aberdeen Airport.

Results included:

  • Monthly website visitors: 568
  • Total monthly acquisition: 524
  • Average blog views: 245
  • LinkedIn followers: 2,400 within 10 months of launch and a reach of 27,000
  • Media articles: More than 18 articles secured including in target publications.
  • 11 blogs or case studies
  • 53 social media posts
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