Fusion21 - Upp B2B
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Fusion21

An insight-led brand positioning project to simplify a complex offering

Fusion21 provides a range of procurement and community regeneration services for public sector members operating in the social housing, local authority, NHS, education and blue light sectors.

Active nationwide, the firm offers fully compliant procurement frameworks for property, construction and the built environment and its social enterprise credentials means they are passionate about generating added social value.

With a strategy for social impact, Fusion21 strives to tackle unemployment by supporting job creation (including apprenticeships) and facilitating training opportunities for local people in communities.

Our brief

“We want to make sure our offer is clear and easy to understand for all stakeholders. With two strands to our business and an ambition to enter new markets, we need a tone of voice and a set of core messages that will appeal to audiences across the public sector and beyond.”

  • Fusion21 wanted to clarify and strengthen the brand’s position within the public sector
  • The main challenges were the complexity and scope of Fusion21’s services, which span two core areas – procurement and community regeneration.
  • The resulting brand positioning and messaging needed to support the business through a transitional period of growth and expansion into new markets.

Our brief

“We want to make sure our offer is clear and easy to understand for all stakeholders. With two strands to our business and an ambition to enter new markets, we need a tone of voice and a set of core messages that will appeal to audiences across the public sector and beyond.”

  • Fusion21 wanted to clarify and strengthen the brand’s position within the public sector
  • The main challenges were the complexity and scope of Fusion21’s services, which span two core areas – procurement and community regeneration.
  • The resulting brand positioning and messaging needed to support the business through a transitional period of growth and expansion into new markets.

The delivery

“An extensive research project to gain external customer and internal stakeholder insight, resulting in a new brand messaging platform that brought home Fusion21’s unique position as a procurement and community regeneration specialist with major social value credentials.”

  • We started the process with an internal workshop, bringing people from across Fusion21 together to discuss strengths and weaknesses, future opportunities and existing market perceptions of the brand.
  • Two online surveys were set up to gather quantitative data on brand perception from both customers and employees. This was followed by a series of interview calls with selected contacts to gain authentic ‘voice of customer’ input.

The delivery

“An extensive research project to gain external customer and internal stakeholder insight, resulting in a new brand messaging platform that brought home Fusion21’s unique position as a procurement and community regeneration specialist with major social value credentials.”

  • We started the process with an internal workshop, bringing people from across Fusion21 together to discuss strengths and weaknesses, future opportunities and existing market perceptions of the brand.
  • Two online surveys were set up to gather quantitative data on brand perception from both customers and employees. This was followed by a series of interview calls with selected contacts to gain authentic ‘voice of customer’ input.
  • Close analysis of the brand workshop, survey data and interviews produced a new brand essence – Make a real impact – and an updated proposition: Buy smarter. Impact your community.
  • We built out the messaging platform to include key messages for Fusion21’s procurement and community regeneration audiences, using four in-depth buyer personas based on our data and insight.
  • The platform also included tone of voice recommendations, demonstrated with copy examples for Fusion21’s website, brochures, press releases and social media activity.
  • The success of this project led to further collaboration on the Fusion21 brand, including an updated visual identity and fresh suite of marketing collateral.
  • Close analysis of the brand workshop, survey data and interviews produced a new brand essence – Make a real impact – and an updated proposition: Buy smarter. Impact your community.
  • We built out the messaging platform to include key messages for Fusion21’s procurement and community regeneration audiences, using four in-depth buyer personas based on our data and insight.
  • The platform also included tone of voice recommendations, demonstrated with copy examples for Fusion21’s website, brochures, press releases and social media activity.
  • The success of this project led to further collaboration on the Fusion21 brand, including an updated visual identity and fresh suite of marketing collateral.

Kind words and warm applause

“Working with Upp has resulted in us developing and simplifying our brand proposition and messaging, in addition to creating a clear brand identity which works for us and our members. We’ve been delighted with Upp’s expertise, professionalism and guidance, and having now achieved our project objectives we’ll look forward to future opportunities to collaborate.”

Faye Saville, Communications Manager, Fusion21

Kind words and warm applause

“Working with Upp has resulted in us developing and simplifying our brand proposition and messaging, in addition to creating a clear brand identity which works for us and our members. We’ve been delighted with Upp’s expertise, professionalism and guidance, and having now achieved our project objectives we’ll look forward to future opportunities to collaborate.”

Faye Saville, Communications Manager, Fusion21

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Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

hello@uppb2b.co.uk

Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

Call   0161 786 8040 hello@uppb2b.co.uk
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