Built on a history of acquisitions over 100 years, ESG has grown to become the UK’s leading provider of testing, inspection and compliance services. But the group brand’s positioning did not match up to its market-leading status, so the company brought in Tangerine to raise awareness and migrate equity from its acquisitions to brand ESG.
The solution was to elevate ESG’s group positioning, not only among its peers, but also across the numerous sectors that it provides services for. Tangerine developed an integrated communications strategy to leverage the combined brands’ specialist service and sector knowledge to position ESG as the go-to expert for a wide range of technically complex topics.
Championing an effective mix of traditional press office activity and a strong digital strategy – which saw Tangerine launch a Twitter account for the brand and take over the management of its LinkedIn account – Tangerine has established an enviable thought leadership profile for key spokespeople across each of ESG’s service offerings, highlighting its expertise across a wide variety of sectors, including built environment, infrastructure and energy.
From event support via social media, to news-driven press releases and features in top tier industry titles on complex topics, such as hair toxicology, legionella and asbestos testing, Tangerine has showcased ESG’s vast expertise, while supporting the internal marketing and communications team with crisis response and website support.
A five-page spread in the Pittcon Show Guide issues of AWE International - a key industry title which had previously been untapped
Multiple appearances for the Multi-Sector Services team on Channel 5, discussing legal highs
Consistent, targeted media exposure that with 70 pieces of coverage reached a targeted audience of more than 3 million
A highly successful social media launch for the ESG brand on Twitter - reaching just under 235,000 users - and management of the LinkedIn account which has achieved almost 240,000 impressions and 3,750 interactions to date