A new dawn for CustomerKNECT
Building on 35 years experience, MetroMail was already a successful multi-million pound business managing a diverse customer portfolio including well known home shopping, mail order and automotive clients. As a subsidiary of SAGA PLC, Metromail was also internally responsible for customer communication for The AA and Saga's insurance and travel arms incuding Titan Travel.
Although a leading supplier in its field, Metromail understood that consumer habits and market trends were changing, so it was important to reassess their position and align their strategy in order to remain relevant to their customers. With a new Managing Director onboard and a willingness to embrace change, ‘Project Phoenix’ was born.
Planning & Timeline
Aligning a long-standing business is not an easy task, and with only a 6-month timeline to take care of a ground-up re-brand this project needed a high degree of attention and focus to deliver a high quality and on time solution.
With collaboration resources in place both sides, we worked quickly and efficiently with the Metromail management and marketing team to establish a new name, website URL, logo & strapline, giving us the fundamental basics to start building the brand. Not surprisingly many ideas came and went, but after careful deliberation, the ‘CustomerKNECT – Delivering Excellence’ brand was born!
Due to the multi-faceted requirements of this project whilst simultaneously co-ordinating a multi-million pound kit refresh, it was important to quickly establish a rapport to fully understand the scope of work required. With a single point of contact both sides, the collaboration process was efficient and decisive, taking care of the most complex of branding requirements quickly and easily.
“Being a one-person marketing team with a large project and a critical go live date, I needed a partner who was able to support and embellish my vision and attention to detail, whilst moving at a very fast pace. B&C were responsive and supportive and the perfect brand partner, I am confident we will continue to have successful projects in the future.”
Jaime Havery, CustomerKNECT Marketing Graduate
With the re-brand gathering pace, it was important to document the process so that CustomerKNECT could collaborate with external suppliers and communication channels, so the Brand Guidelines were created and adopted providing much needed brand reference.
Scope of Works
This project was much more than a name change, involving everything from domain research and website assets through to signage and external communications. It all had to be organised, cohesive and of course on-brand. The final touches being a comprehensive range of promotional merchandise products to champion the brand! With a VIP guest list and the mayor of Seaham cutting a ribbon to launch the re-brand, it was important to look the part!
Project Delivery & Partnership
Whilst a challenging brief with a tight timeline, besley& copp successfully delivered on our promises and are delighted to have re-launched CustomerKNECT on their continued journey.
“ It’s an old cliché.. but small enough to care but big enough to deliver was key. besley & copp listened, understood and we aligned with our goals. Something as mission critical as a re-brand is more than a logo it’s values, culture and chemistry."
Tim Smith, CEO CustomerKNECT
But that’s not the end of the relationship as CustomerKNECT have now appointed besley & copp as their official ‘brand partner’. With the many twists and turns of business, we look forward to supporting them every step of the way!