COMMUNICATIONS STRATEGY BACKGROUND
With over 25 year's experience in the renewable energy sector, GCube Insurance is the leading provider of insurance services for renewable energy projects in wind, solar, biofuels, wave, hydro and tidal around the globe.
- The company found it was losing market share to competitors.
- GCube Insurance’s existing marketing spend was failing to deliver results in developing new business
- We were hired to deliver a marketing and PR campaign to target insurance buyers amongst renewable investors and developers
- To date our campaign, that delivers creative ideas, strategic thinking and focused media coverage, has built the GCube brand into a market leader, driving commercial partnerships and bottom line growth
THE MARKETING CHALLENGE
As the market for renewable energy insurance became increasingly competitive, GCube Insurance needed to better differentiate its market proposition and capitalise on the potential commercial opportunities within emerging international energy markets. This was imperative if it was to effectively maintain its market leading position.
Prior to engaging with us, the limited marketing investment available was being spent on paid-for media opportunities – through ad hoc advertising, sponsorship and expensive exhibition space, none of which were delivering the required commercial results.
GCube recognised that with a finite marketing and new business development budget, it needed to differentiate itself from its competition by better defining its market offering and setting itself apart from its competitors and peers. Only then would this enhanced reputation begin to positively impact its bottom line.
Reporting directly to GCube Insurance’s Chief Executive and Global Business Development Director, we developed and delivered a series of rolling, twenty-four month PR and Marketing Campaign Plans which were designed from the start to be fully aligned to the commercial objectives of the business.
We developed a set of key messages that distilled GCube’s point of difference in the market, and enabled it to protect its premium service. These messages were tactically deployed through to the market via a hard-working press office – ensuring that GCube was well positioned in front of potential commercial buyers in key media publications and outlets.
In addition, we were charged with developing a creative mechanism to showcase GCube’s intellectual property to the wider market, thereby demonstrating its capacity for new thinking in the sector. This led directly to the co-development and delivery of a series of international, customer-focused events and reports, managed and executed in direct collaboration with the business development team. Indeed, the customer events and customer reports programmes now form a key part of the marketing services that we continue to deliver.
Strategically, the successful delivery of the campaign has enabled GCube Insurance to differentiate its offering and its brand – driving new business development opportunities and leads and enabling it to increase existing levels of engagement with its retained globally diverse customer base.
Tamarindo’s depth and breadth of expertise not just in marketing and communications but in the industry within which we work makes such a difference. To me, I see them as a long-term strategy partner and as colleagues – it’s nice to blur that line.
Head of Business Development, GCube Insurance
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