REBRANDING & MARKETING FEATURE REBRANDING A CASE STUDY
DeepOcean Group Holding aligns all divisions under the brand DeepOcean
SEVERAL MONTHS AFTER REBRANDING TO ONE COMPANY NAME, DEEPOCEAN CONTINUES TO BE AWARDED A STRING OF OFFSHORE WORK ACROSS THE BREADTH OF ITS SUBSEA SERVICES. NOW AS ONE INTEGRATED BUSINESS, THERE ARE FEW COMPANIES IN THE OFFSHORE INDUSTRY THAT PERFORM SURVEY, ROV, TRENCHING AND MARINE OPERATIONS TO THE EXTENT THAT DEEPOCEAN DOES AND EVEN FEWER COMPANIES HAVE THE EXTENSIVE PROJECT MANAGEMENT AND ENGINEERING CAPABILITIES TO PLAN AND SUPPORT THE OFFSHORE OPERATIONS.
ESTABLISHMENT AND FINANCIAL RESTRUCTURING The parent group, DeepOcean Group Holding AS, was established in May of 2011. Following a financial restructuring, DeepOcean Group acquired new owners, a new board of directors and a new global CEO. The Group was formed upon the successes of DeepOcean Group’s predecessor companies, CTC Marine Projects (subsea installation and trenching) and DeepOcean (seabed mapping, survey and IMR), which have a long, established history in the North Sea and in subsea engineering.
Following the restructuring, it was deemed a logical step to rebrand the DeepOcean Group of companies to one name. May 2012 was considered the earliest opportunity to effectively rebrand the organisation following other restructuring priorities.
REPUTATION Whilst a complete new name was considered, it was also apparent that the ‘DeepOcean’ name still held a lot of equity and was associated with the industry in which the company operates. DeepOcean is a powerful brand that stands for safe operations, a relentless customer focus and operational excellence.
SAFETY AND QUALITY STANDARDS When customers award work to DeepOcean they know that it will be done to the highest safety and quality standards. Meanwhile, the CTC Marine Projects (CTC) brand was slightly tarnished from the financial stability of the previous parent owner and historically it was still associated with the founder of the business who had left the company back in 2007. It was agreed that this part of the business would adopt the DeepOcean name, but special effort would be needed to reassure previous and existing customers that CTC’s significant track record in subsea trenching would be carried across to the new brand.
AMBITION This rebrand was designed to mirror the transformation of the business over the last year to ONE company and its ambition to grow DeepOcean into an industry leader in the provision of its five main subsea services, namely: Inspection, Maintenance and Repair (IMR) of Infrastructure; Survey and Seabed-mapping; Subsea Installation; Seabed Intervention (trenching) and Decommissioning.
REBRANDING COMMUNICATIONS PLAN A rebranding communications plan was put in place to ensure the DeepOcean roll- out was carefully managed and budgeted. A dedicated marketing and business development team was put in place to manage this and still continues to promote the brand name going forward to ensure all clients and suppliers are given the new ‘message’.
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