Overview
Content and channel strategy, competitive benchmarking and a reputation campaign for a regional energy company's broadband and fibre business, aimed at improving how the brand is trusted and understood relative to national competitors.
Who This Is For
Oil and gas companies, energy businesses, or industrial services organisations with 1,000-20,000+ employees managing corporate websites that serve multiple audiences - investors, commercial partners, regulators, and employees - and need to improve digital performance across content quality, information architecture, and analytics.
The Challenge
The client's broadband arm competed against larger national providers with stronger brand recognition. Business and residential customers needed clearer product and pricing pages, existing user documentation, like modem setup guides, needed to actually help people self-serve rather than generate support calls, and the brand's reputation, benchmarked against Norway's independent customer satisfaction index, needed active management rather than being left to chance.
What We Propose
Russell worked on the account developing a channel and content strategy for the broadband business, covering both residential and business-customer pages, alongside a reputation campaign informed by the Norwegian Customer Barometer, an independent annual customer-satisfaction benchmark, and competitive analysis against national providers such as Altibox. The work also covered practical customer-facing documentation, including setup guides for customer modem hardware, treating support content as part of the same brand experience as marketing content.
Why It Matters
Reputation as a measured target, not a slogan - the campaign was built against an independent, recognised customer-satisfaction benchmark rather than internal assumptions about brand perception. Support content as brand experience - even a modem setup guide was treated as part of the customer's experience of the brand, not a separate technical afterthought. Competitive awareness built in - content and positioning decisions made with a clear view of how larger national competitors were positioning themselves.
This work was delivered while Russell was employed at Making Waves. Any public information referenced here is used for identification and does not imply endorsement.
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