Using integrated marketing to transform The Student Energy Group
Discover how we played a key role in transforming The Student Energy Group into a multi-award-winning powerhouse.
Challenge
The Student Energy Group – or TSEG – is a student-focused energy and utilities company that helps young people manage their bills more easily by splitting costs between housemates.
Our first challenge was to build credibility and awareness by positioning TSEG as the UK’s number one student bill-splitting platform, whilst further establishing their reputation as a thought leader within the sector.
We were also tasked with driving new leads ahead of the new academic year, supporting the company’s growth and helping more students discover and use TSEG.
Solution
We took a dual approach, using PR to build credibility and digital activity to drive leads.
Our PR work positioned TSEG as an industry leader through targeted media outreach, thought-leadership opportunities, award entries and tailored press releases for trade and regional titles.
To strengthen this, we used digital tactics, like creating a dedicated B2B website section for landlords and letting agents, and publishing SEO-optimised blogs to increase visibility and convert interest into measurable leads.
This combination ensured that awareness and trust generated through PR translated directly into high-quality traffic and enquiries.
The initial scope of work included:
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Developing a B2B-focused section of the website tailored for landlords and letting agents
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Creating engaging content and blogs, optimising the site for SEO to increase target audience reach and visibility
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Implementing a thought-leadership communications strategy to raise the profile of key TSEG team members
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Securing interview opportunities and crafting tailored press releases announcing business updates, partnerships and milestones for regional business and trade media
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Targeted award entries to establish credibility as an industry leader, resulting in multiple prestigious recognitions
After successfully establishing TSEG's authority in the industry, we pivoted to focus on lead generation and direct customer acquisition.
Our evolved strategy now focuses on digital marketing campaigns, implementing comprehensive paid advertising strategies across multiple platforms.
We utilised TikTok's engaged user base to reach students directly with targeted content that resonates with TSEG’s target market. Whilst this content generates leads, it’s also a good brand awareness piece, which runs alongside our Google search campaigns, which capture high-intent users through strategic keyword targeting and optimised ad copy.
The trust and authority we built through our PR work now increases the effectiveness of our digital marketing, creating a seamless path from brand awareness to lead generation.
Impact
We have established TSEG as one of the go-to bill-splitting platforms for students across the UK, gaining them widespread industry recognition through PR, including 4 prestigious business awards:
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UK Business Tech Awards 2024 – Property Tech Company of the Year
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Birmingham Awards 2024 – Business of the Year
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National Technology Awards 2025 – Energy and Utilities Project of the Year
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West Midlands Business Awards 2025 – Medium Business of the Year
We also had a stream of media coverage in key titles such Birmingham World, Business Mondays, Business Matters and more.