B2B Marketing

British Nuclear Group was established in 2004 to provide the necessary focus for decommissioning and clean-up of the UK historic nuclear legacy. This was a pre-requisite to the NDA's establishment of seven separate Site Licence Companies to manage the estate of 20 sites. British Nuclear Group Project Services continues to provide specialist contracting services.

Challenge

Changes in the emerging UK nuclear market, particularly for decommissioning and clean-up services, introduced real competition. This required British Nuclear Group Project Services to compete head-to-head with globally established nuclear decommissioning contractors and necessitated a step change in the approach to marketing the business’ expertise and track record.

There was an urgent requirement to differentiate Project Services as a truly commercial enterprise and to clearly articulate its complex product and service offer based on an unrivalled knowledge base and focused capability.

Within the nuclear sector, marketing of such services had traditionally been low key and fairly similar in style and approach. We faced a significant challenge to build strong brand recognition for Project Services as a distinct and clearly defined part of British Nuclear Group as well as the preferred Tier 2 decommissioning and clean-up contractor.

Solution

We devised and implemented a detailed marketing communications plan. We achieved clarity on its positioning within British Nuclear Group and its aspirations and capability within the nuclear decommissioning market.

The integrated campaign’s strong visual theme drew an analogy with an orchestra, positioning the business as the enabler, drawing together specialist teams to provide tailored solutions to meet specific customer needs and its unusual approach ensured Project Services stood out from the crowd.

The package of materials was of an appropriate design and quality to present a practical, ‘workmanlike’ image, professional but not overly glossy, in keeping with Project Services’ SME status.

We also engaged the trade media, highlighting successes and track record and ensuring the Project Services’ name was constantly in front of decision makers and influencers.

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