“The Marketing Pod’s expertise has supercharged our marketing, which we believe makes us stand out in our industry. The Pod’s team are friendly, approachable and deliver results. I’m delighted with the rebrand and looking forward to working with the Pod on our future projects. This includes our skills campaign, which aims to raise awareness of the industry’s skill gap and position CWE as the voice of STEM and engineering apprentices in Yorkshire.”
CWE Ltd
Repositioning CWE as the rail engineering partner of choice
CWE Ltd is based in Crowle and provides specialist, high-quality rail engineering solutions. It offers the UK’s only independent buffer and legacy coupler overhaul service.
The brief
When Crowle Wharf Engineers set about embarking on a major growth journey, a key part of the strategy was rebranding to CWE Ltd. The Crowle-based group approached The Marketing Pod for support with repositioning itself with the market as a specialist rail engineering partner. CWE wanted to become the partner of choice for its strategic customers who would see the firm as market leaders, easy to work with, a breath of fresh air in the industry and “ones to watch”.
The approach
Working together with CWE, we set about creating some headline marketing objectives that would inform the rebrand – this include setting the tone of voice, key messaging, the look and position of the brand. We created some headline messaging, including a full messaging house with proof points and a marketing plan to give the new brand a consistent sound and feel. This included reviewing CWE’s previous assets as well as researching competitors and others in the industry.
We then needed to carve out CWE’s position in the market. CWE was seeking to be seen as an industry expert, a “go-to” brand – at the same time, the company didn’t want to lose its core values – caring about customers and being proud of its work.
All of this work then formed the basis of much of our following work to build awareness of the brand through social media and PR, and creating new branded assets to bring it all to life.
The results
The rebrand has been a springboard for CWE. The company has established itself as a thought leader in the rail maintenance sector and especially in freight rail. The updated messaging and branding has enabled The Pod and CWE to create successful content together, including the new website, informative blog posts and engaging social media. By placing a heavy emphasis on training, apprenticeships and skills within the rebrand, CWE has a platform to launch other campaigns such as Future Rail.
The company has established itself as a thought leader in the rail maintenance sector
