SandRidge Energy, Inc. is an oil and natural gas exploration and production company headquartered in Oklahoma City, Oklahoma. Sandridge turned to JDA for expertise in helping the company establish its brand identity, launch its first recruiting campaign, and reach the finest employees in the energy sector. In addition to reaching the best, SandRidge needed a competitive advantage unique from Oil and Gas giants such as Devon, Chesapeake and others. JDA found a winning solution.
JDA created an award-winning brand for SandRidge that visually represented all of the things the company holds dear. Additionally, JDA crafted a positioning approach related to recruiting. While many competitors tout unlimited paid-time-off, beer carts and office parties to reach new employees, JDA took a different route. Knowing the philanthropic nature of SandRidge CEO Tom Ward, SandRidge was positioned as the company who would transform the community through service. Employees were encouraged and given time off to put a dent in Oklahoma City’s fight against illiteracy, incarceration and homelessness. As a result, JDA developed the SandRidge tagline and campaign theme, The Power of Us. As a result of JDA brand, campaign, media and positioning work, SandRidge moved from the 4th most well know brand in its market to #1 according to America’s Research Group; and captured the exact type of employees to fit their mission and vision.
In my 35 years of doing consumer research, I have never seen a company make that kind of a bold move, that quickly. JDA created an identity and campaign so strong for SandRidge that it allowed a billion-dollar brand to move from #4 to #1 in brand recognition in less than a year.