Case Study:CAMPAIGN FOR
BETTER TRANSPORT
Background
Founded in 1973, Transport 2000 is the previous name of a national campaigning organisation whose aim is to improve people’s lives and the environment, by influencing a better government transport policy.
The organisation recognised that their name's connection to the year 2000 was restricting its ability to resonate with its audience.
The requirement
Guide Transport 2000 through a new name change covering research, concept, design and implementation as well as delivering a new brand identity toolkit.
The CompanyX approach
We were aware that rebranding had been previously attempted in-house three times but failed due to a lack of consensus.
We knew that it was crucial to clearly explain the process and gather support internally from the very beginning. CompanyX presented to the Transport 2000 staff and board and explained what would happen and when, and how they could get involved and crucially how they could support the process.
Research
Research played a vital role as it's insight helped support and confirm each stage's decisions. This information was gathered using focus groups, interviews and audience specific questionnaires.
We asked:
- Current perception of the brand
- How audience benefits from involvement
- What audience wants organisation to be
- New name/logo feedback
- Is the new approach understood
- Is it likely to get them more support
Feedback
- effective campaigners to some
- credible researchers to others
- influential with government
- undermined by the existing name
- irrelevant, disbanded
- objectives and focus unclear
- mostly unknown to the public
- needs to be friendlier
- new name should NOT have to be decoded
Why Campaign for Better Transport?
- ‘Campaign’ = “collective togetherness”
- Relevant to wide range of transport issues
- Clearly understood by diverse audience types
- Better = immediate benefit to all
- No need for a strapline
- Ability to ‘own’ the word Transport
- Easy to introduce, to say, to write
Outcomes and Benefits
- Mission, vision and values established
- Clearer, more effective and confident
- 70% more press coverage
- 300% more donations
- Five times more web traffic
- 300% higher membership
On launch, CompanyX produced a full brand identity 'toolkit' as an interactive pdf, Annual report, templates and stationery.
“CompanyX helped us reinvent ourselves with a new name, new look and new approach - and made it look easy. They wrote great brand guidelines so that now everybody understands who and what we are. Very impressive, and really nice to work with as well!”
Estelle Taylor, Communications Director
Campaign for Better Transport
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