NICEIC & ELECSA: The power behind electrical safety

This case explains how an overarching strategy successfully brought together two separate organisations with the same owner in the electrical certification category, resulting in increased memberships and market share for their parent group, Certsure.It describes how the NICEIC and ELECSA brands were incorporated into unified messaging which promoted the benefits of the enlarged organisation without slighting the histories of its constituent groupings. The case demonstrates how the new approach exceeded targets for signing up new members and retaining existing ones. It estimates that the campaign produced a net profit return in its first year of 4 for every 1 invested.