How Surepass driving school found their USP

Happy took driving experts Surepass for a spin through the unfamiliar roads of brand building, where they discovered that ‘mirror, signal, manoeuvre’ works for brand values too.

After 18 years of business success, you could have forgiven Surepass for resting on a few laurels. Yet the company, which teaches regular, LGV and PCV drivers and instructors, wants 2015 to be the year they do something different and reinvigorate their brand. They asked Happy for help.

Mirror

Brand building, they had realised, is tricky when you’re not entirely sure how you differ from everyone else. So one chilly Sunday afternoon we met the senior management team in Manchester for a session where we took a good long look in the mirror and turned their values into a USP.

You know your values. They’re the things that make you, you. But all too often a business’ values exist ‘just because’ and say much the same thing as everyone else’s. Surepass aren’t like anyone else, and we worked with them to get to the heart of why what they do really matters.

As Mike Fairbrass, Senior Training Manager said: “[It was] a truly imaginative way of spending a Sunday afternoon last week. I think I speak for most of my colleagues when I say I got an awful lot out of it.”

Signal

We’ve put the new, authentic values to work in a new brand style to be used across the company’s communications. And we’re using them to tell the Surepass story through content marketing.

Content marketing builds social awareness of your brand. It’s the signal potential customers need that says you’re credible and trustworthy. It’s how they carry out their due diligence checks, and how you engage with new and existing customers.

Manoeuvre

Since January 2015, the new approach has already steered Surepass to some big results:

  • A 173% increase in average brand reach
  • A 220% increase in shares across social media through incentives and competitions.
  • A 176%  increase in website page visits

 

Helen Varey, Surepass Director, is delighted with the results and the shift in direction: “Every brand needs to look at how it relates to its market. Happy have made changing the way we market ourselves simple and successful.”

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