THE BRIEF

Enterprise identified the need to re-establish itself as a force for good within the UK pub industry, starting with the relationship with their Publicans. Enterprise had traditionally allowed their behaviour and business results to dictate their corporate positioning, with their quarterly communications to Publicans being directive and commercially focussed.

They sought to re-engage the Great British Publican with a communications platform designed to empower Publicans to increase trade.

THE SOLUTION

We created an all-new communications platform called ‘empower’ to fit the strategic aim of ‘empowering the Great British Publican’. Operating across both digital and traditional platforms, the communications are designed to deliver consistent, frequent and targeted messages.

The communications include a monthly newspaper and deals supplement, a weekly email, a regular text message service, and a fortnightly staff email. Futureproof ensures all content is credible and purposeful, focussing on giving both Publicans and staff the information they need to feel empowered. This in turn helps to change the perception and performance of Enterprise and its pubs.

THE OUTCOME

A holistic communications platform developed across media channels to reflect the updated positioning of Enterprise as an undeniable force for good.  Credible, forward-thinking communications are bringing Enterprise Publicans to the forefront of their industry, maximising the opportunities available to them.

We continue to provide the complete support necessary in ensuring the company strategy is being communicated through every interaction. empower has strengthened the level of engagement between Enterprise and its Publicans, providing the foundations for a positive and profitable future relationship.

STATISTICS

• Annual impressions for the empower platform are estimated to have increased by 51% vs. previous communications
• Empower news:
• Unique open rates (for Publican field) on average 59.46% – over 2 times higher than the industry standard (18.35%) and remain consistent across the emails in contrast to the norm
• Empower inside:
• Unique opens consistently almost 3% higher than the industry average standard
• Click-through rate higher than the industry standard (19.06% v 15.42%)

THE BRIEF

Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.

There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.

THE SOLUTION

We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve.  A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.

The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.

Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.

THE OUTCOME

THE BRIEF

An increase in pub closures, and increasing pressure from lobbyists to review their business model, catalysed Enterprise’s need for a total rebrand. They wanted to establish a fresher, clearer and more transparent identity.

Futureproof was tasked with the refreshing the brand, building it to reflect Enterprise’s new strategic pillars: collaborative, enterprising and community champion.  The refresh required a total brand rejuvenation, including logo redesign, brand guidelines, clarity on tone of voice, and prompted a revision of their communications platform.

THE SOLUTION

We modernised Enterprise’s brand, establishing blue as the main brand colour and creating three other colour palettes to facilitate differentiation between documents, whilst maintaining brand heritage by keeping the eagle from the original logo.

To ensure branding stayed consistent, we devised a comprehensive set of brand guidelines, detailing everything from photography style to correct logo usage.  We also act as Enterprise Brand Custodians – every piece of work created by an external agency has to be checked by us to ensure the highest levels of brand consistency are maintained.

THE OUTCOME

• A complete set of brand guidelines, including tone of voice
• A refreshed logo
• The creation of a clear colour palette and font group to address hierarchy of messaging
• Internal engagement with Enterprise employees, ensuring the brand was introduced respectfully
• The building of a comprehensive brand photo library
• The rebranding of hundreds of documents

All of the above helped to reflect the repositioning of the Enterprise brand.