Helping an energy research institute find its real story
Durham Energy Institute
COMMUNICATIONS STRATEGY
Durham Energy Institute (DEI) is an independent, cross-disciplinary research hub within Durham University. It connects researchers with communities, industry and policymakers to accelerate the transition to clean and inclusive energy.
By combining stakeholder research with a forensic audit of existing materials, we developed a Theory of Change-based messaging framework that plugged the critical gap in its storytelling, so DEI can accurately describe and celebrate its enabling role in the UK's energy transition.
The brief
DEI approached us to review its existing communications and develop a new messaging framework ahead of a new strategic phase.
Our approach
A research-led approach combined qualitative stakeholder interviews with a detailed audit of DEI's existing communications.
We conducted in-depth conversations with DEI researchers, fellows and external collaborators, alongside a consultation with the Institute's Director. Interviews explored how DEI functions in practice, how stakeholders describe its value, and where current language falls short.
Alongside this, we reviewed DEI's existing communications to assess where messaging deviated from the picture emerging from our research.
The findings revealed a consistent pattern: internal stakeholders described DEI clearly and confidently as an enabling platform and honest broker, yet external communications positioned it as a delivery and leadership organisation. Its messaging did not highlight the critical connecting role it played, nor how it generates value for each of its main audiences.
This was the missing element in its storytelling - the “what we enable and why that matters,” which helps non-academic stakeholders to see the value of partnerships.
“Working with Dan and Abi at Campus has been a thoroughly enjoyable experience. We turned to them to help us with our full public profile, and their suggestions have been incredibly acute and apposite. They have cut right to the chase and identified precisely what was missing from our story, and provided us with everything we need to correct our course.
”I really think this is one of the best investments we have made as an institute, not only to obtain useful materials, but actually to give us much better insight into our own structure and position. Their insight has been extraordinarily useful, and we wouldn’t hesitate to go back to them for further work.”
Deliverables
Our research and analysis led us to proposing a Theory of Change for DEI. This plugged a critical gap in understanding how the Institute adds value along the impact pathway towards net zero, and formed the basis of a comprehensive revised messaging framework, including:
A new core identity and positioning statement grounded in DEI's enabling role
A four-pillar messaging architecture with recommended proof points
Audience-specific messaging and tone of voice guidance for industry, policymakers, academics, funders and public audiences
Revised elevator pitches aligned to the new framework
Recommendations for closing the proof-point gap and building a systematic approach to impact collation
We used this messaging framework to develop new elevator pitches and slide sets, mini impact case studies, copy for digital channels, and a comprehensive ‘how-to-guide’ for the Institute’s administrative team.
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