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Enterprise

EMPOWERING THE GREAT BRITISH PUBLICAN

Enterprise are the largest pub company in the UK, but you are unlikely to have heard of them. That’s because their enormous portfolio of over 5,400 pubs (for comparison there are 700 Starbucks in the UK) are all purposely not branded as Enterprise pubs and are independently run.

An increase in pub closures, and growing pressure from lobbyists to review their business model, catalysed Enterprise’s need for a rethink. They wanted to establish a fresher, clearer and more transparent identity, more fit for the modern world of leisure.

Futureproof were tasked with helping Enterprise to reposition their brand. We performed a significant audit of the company and brand to see what was going wrong and in doing so, we identified three central areas of focus. Firstly, they needed to become a brand with personality; secondly, they were constantly firefighting negative publicity; and thirdly, they had no real way of corresponding with their 5,400 Publicans, sharing best practice and stimulating interaction.

After conducting research with groups of Publicans, stakeholders, and consumers, we landed on three central ideas to address Enterprise’s problems. Firstly we created a brand, based on the essence of ‘Empowering the Great British Publican’ – and built a graphical and tonal language for the company to consistently communicate within. Secondly we created a CSR scheme called the ‘Community Hero Awards’ – designed to not only allow Enterprise to have a positive impact on the communities their pubs were in, but also to enable them to have positive conversations with the media. Thirdly, we created an online and offline internal communication platform called ‘Empower’ – designed to reignite the relationship between Enterprise and its 5,400 Publicans.

This commitment to marketing and communication was a significant shift for the 20 year-old company who had never really worked with a creative agency before.
The results were dramatic. Not only did relationships with Publicans significantly improve, and Enterprise commit to spending £10million in the local communities of their pubs, but the commercial performance of the business also turned a corner. Over the three years that Futureproof have worked with Enterprise, their share-price has enjoyed a more than five-fold increase, from 27p (2011) to £1.50 (2014). And as of March 2014 the firm reported like-for-like net income growth of 1.1% for the six months to March 31, making it three straight quarters of growth for the first time since 2008.