Over-C needed a complete ‘re-boot’ of its branding, positioning and messaging. Enigma created a value proposition – ‘Job Done’ – and brand identity, both of which fed into the creation of a new web site. The work revitalised the entire company, from employee engagement to customer acquisition.
During these interviews, the phase ‘Job Done’ emerged as Over-C’s Single-Minded Proposition. One definition of this is to ‘fulfil one's task, to do what one is required to do’ which certainly applied to a company that deploys that ensure individual activities are carried out. Another definition is something said of an achievement, ‘especially when it seems easier or quicker than expected’ and Over-C’s dashboard makes light of the complexity of facilities management. The phrase also communicates a quiet confidence that is perfectly aligned with Over-C’s culture. Job Done – and the associated messaging – was quickly approved by Over-C.
With the positioning and design elements in place, the race was on to get the new web site live in time to support Over-C’s participation in World Rail Festival 2019 in early December. This required Enigma’s account teams to co-ordinate activity across its copy, design and digital development activities.
Perhaps the greatest impact in sales. “The messaging has empowered our sales team to raise their level of engagement,” said Hegarty. “It’s like they all know their lines when they walk on the stage and they don’t have to second guess the prospect – they nail their pitches every time. It’s so much easier to book meetings and we’re doing so many demos. In fact, since we launched the Value Proposition and Messaging, the number of deal opportunities we’re creating has increased by more than 35%.”
The difference between where we were then and now is like night and day. Everyone is 100% bought into who we are and how we articulate our value and the work that Enigma has done for Over-C has brought so much more structure to our business.