Delivering a new identity and comms strategy for Channel 3
Client profile
Channel 3 Consulting specialises in helping health and public sector organisations to digitise services to improve outcomes for patients and customers. Based in London, the consultancy works with customers across the UK and supports strategic health, local authority and third sector digitalisation programmes.
The challenge
Following a client referral, we were approached by Channel 3 for some initial advice on how to improve brand awareness. It was immediately clear that the company was doing plenty of great work, but without a PR programme or informative website in place, the talented team’s insight and expertise was not being shared effectively.
Channel 3 was also aware that different teams within the organisation had been working in isolation using different processes. They wanted to change this behaviour to create a unified vision and dynamic way forward. The management team knew change was needed, but they were not sure where to start.
Our approach
We began working with Channel 3 in the summer of 2017, starting with a thorough communications audit. We held a series of focus group sessions and 1:1 interviews to review the current positioning of the business and what was holding it back, internal and external communications activities to date, as well as gaps in resources and marketing materials.
Urgent priorities to come out of the audit included a rebrand and new website, to clearly communicate Channel 3’s expertise and service offering.
Rebrand
Working in partnership with our client, we developed a series of initial concepts, all of which focused on portraying a strong, cohesive and distinctive brand. Our first concept of an interlocking C and 3 emerged as the firm favourite, drawing on a modern and vibrant colour palette. This was supported with a suite of templates, diagrams and brand guidelines to ensure the new brand would be used consistently across the company.
We then held a messaging workshop to finesse the company’s position and service offering. Design and development of an eye-catching and informative website followed, created from scratch with flexibility in mind to allow further expansion in the future.
Insight Journal
The team needed some material to support business development, but it was clear a traditional sales brochure would not be the right solution for Channel 3.
In line with the firm’s objective to promote expertise and best practice, we suggested they produce a journal for clients and prospects. Launched at the NHS Confederation's annual conference, Confed18, Insight is a biennial 16 page journal (print and online), that provides best practice advice, thought leadership articles, case studies and other expert information to offer real value to the organisation’s target market.
This work has been supported with targeted event sponsorship, media relations, and case studies to raise the profile of Channel 3, principally among NHS commissioners and provider organisations.
The outcomes
Channel 3 now has a clear brand and increased profile among its target audiences. Through a combination of the Insight Journal, speaking and exhibiting opportunities, and associated marketing and communications activities, Channel 3 secured a number of new business leads, as well as cementing existing client relationships.
With a more focused and coordinated message, the team has been able to articulate clearly its service offering and expertise, drawing together the different skills across the business to deliver a comprehensive and responsive service to clients. It also has a suite of up to date case studies and other marketing materials to support new bids.
“CMC has been the driving force, both creatively and operationally, in changing the public face of Channel 3. They have delivered thought leadership, design skills and delivery to produce our new branding and supporting collateral. They have also taken charge of our Marketing Communications and social media which was in sore need of a refresh.
"The experience has been enjoyable and educational; at least from our side!”
David Churchill, Consulting Partner, Channel 3 Consulting