The starting point 

We’ve worked closely with Silvey for over ten years, delivering one off marketing projects and providing consistent marketing support. 

Over the years Silvey has grown their product offering and established themselves in new markets. They developed their national fuel cards and miles monitor offering for fleet managers, alongside delivering fuel oil to homes and businesses across the West Country and South Wales. 

As Silvey developed their presence in each market it became increasingly obvious that the different products and services they offered were becoming unwieldly under one brand on one website. 

The intelligent approach 

Building on our ten-year partnership we worked with Silvey to create new branding for their different product offerings. We created three brands to distinguish between the fleet and fuel markets they operate in, while developing an overarching brand for the business. 

We started by separating out the two different markets Silvey work with by creating the Silvey Fuels and Silvey Fleet brands.  

‘Silvey Fuels: We deliver’ is used exclusively across the fuel oil delivery side of the business. We developed a new B2C website for homeowners, farms and businesses looking to order fuel oil. We also developed marketing collateral to support the new brand, from branded social media content to tanker livery.  

For Silvey’s fleet offering we created the ‘Silvey Fleet: Driving Efficiency’ brand. This included a new B2B website designed to encourage business prospects to call Silvey about their fleet products.  

Finally, we worked with Silvey to develop their core values and mission statement into an overarching brand that reflects their company ethos - ‘Silvey: Putting Customers First’. As well as being used internally through signage at their head office, members of Silvey’s senior management team involved in both fleet and fuel use the overarching brand. 

The results  

Silvey’s customer facing brands, Silvey Fuels and Silvey Fleet, now speak directly to their target audiences through individual websites. Each website includes tailored messaging, highlighting relevant products and services and removing the confusion of having all their products in one place.  

Separating the two different products and audiences meant we could refine Silvey’s broader marketing; clarifying the most relevant products and services for each audience and ensuring Silvey’s marketing communications are clear and effective, wherever people encounter them. 

Silvey's Marketing Manager, Lucy Thomson says:

"It's such a pleasure to work with these guys! They have created a fantastic website for our bulk business, and continue to support us with our marketing requirements. If you ever need marketing support, I would highly recommend ie Marketing."