Creating a brand that builds value
Cole Lawson's work over more than five years with ERM Power demonstrates the value that can be added by a public relations firm that understands a client's business and strategic priorities. Our work across traditional media, marketing, branding, project management and digital communications shows the breadth of expertise that Cole Lawson offers our clients.
In 2008, ERM Power was entering the competitive energy retail market for the first time as a business-to-business supplier. The company - traditionally an electricity generator and developer - needed assistance on how to position itself as a business-to-business retailer, and how to brand and position the company with stakeholders. The client's long-term goals included growth and a possible public listing.
Cole Lawson started by undertaking a comprehensive communications audit, developing a deep understand of the client's business strategy, customers, values, messages and culture. We used this knowledge to deliver a PR strategy, plan and budget, the centrepiece of which was a rebranding of the company's historical look and feel. We developed new customer communication channels, media relationships and marketing collateral, all geared towards helping the business make progress towards its goals.
When ERM Power listed on the Australian Securities Exchange (ASX) in 2010, Cole Lawson worked as part of a financial communication team to produce communication materials that faithfully told the company's story. After the successful listing, Cole Lawson worked with our client to provide communication advice that helped ERM continue to grow and leverage its leadership position in the Australian energy industry.
In just six years, ERM Power's retail business grew from a fledgling start-up to a company with a turnover of almost $1 billion. In January 2014, the company was independently ranked for the third consecutive year as Australia's leading business energy retailer for customer service and satisfaction. Our client's capital raising and listing on the ASX was oversubscribed and commended by The Australian Financial Review for offering “the clearest prospectus of 2010". The company's market capitalisation grew from circa $400 million in 2010 to circa $600 million in 2013.