BACKGROUND

Wescorp Energy is the product of several corporate changes:  the acquisition of Flowstar Technologies and Total Fluids Solutions, a 50-50 joint venture with Norway-based Ellycrack, AS and a merger with Houston, TX-based Strategic Sciences USA, Inc. By 2007, the company had expanded its oil and gas service and product offerings considerably, but still worked under the title and branding of Flowstar, an Edmonton, Alberta-based flow meter company. In May 2007 Brooks & Associates Public Relations was brought in to leverage the unique capabilities and services of each division and unite the company as one brand – Wescorp Energy.

STRATEGY

Brooks & Associates identified three communications objectives for the rebranding process: create a brand strategy that builds a compelling market impression, set the stage for the creation of a strategic communications plan and equip Wescorp Energy employees to represent the company with consistent messaging. The first step for the Brooks & Associates team was to perform industry research to understand how best to position Wescorp within the industry. Based on market analysis and customer engagement, it was clear that the company needed to define itself as an oil and gas operations solutions company and remove misconceptions that it was only a flow meter product company in Canada. Brooks & Associates worked closely with executives to create a corporate personality, mission and vision statements and company description that would remain consistent throughout all future messages and collateral pieces. Additionally, Brooks & Associates’ creative team redesigned the Wescorp graphic identity and logo to more fully represent the company’s expanded reach.

Aggressive outreach began immediately to educate Wescorp customers and employees about the new operations solutions direction and expansion from a Canadian regional company to full services in North America. The company unveiled its new image to the industry at the 2008 Offshore Technology Conference (OTC) in Houston with exhibit space and product demos in the Alberta pavilion. At the event, Brooks & Associates scheduled and staffed nine media briefings with Wescorp executives. Throughout the rebranding process, the team also upgraded Wescorp’s website with new messaging and managed a series of article placements in U.S. and Canada-based oil and gas trade publications. A year-in-review news release recapped Wescorp’s brand transformation.

RESULTS

After a one-year rebranding program, Brooks & Associates succeeded in positioning Wescorp as an operations solutions company in the North American oil and gas industry and empowering investors and employees to talk about the company using current and compelling messaging.  A news cycle of 66 articles in print and online trade outlets focused on the corporate rebrand, acquisitions and new product offerings. Further, sales teams were able to leverage new collateral including case studies, fact sheets, article reprints and an engaging corporate website.