Case Study: Brand Awareness and Positioning

GUIDING COMMUNICATIONS STRATEGIES WITH THE LOCAL COMMUNITY

The Situation
A major new community development project in the Sydney area had been commissioned by the local government, and now needed to understand community awareness and attitudes toward the development in order to develop a targeted communications and engagement strategy.

Our Approach
AOR created a targeted research program, involving both qualitative and quantitative research, to understand awareness and perceptions about the proposed positioning, naming and development of the new development. In particular, AOR’s approach ensured representation of the 14 CCDs in Sydney, enabling analysis at a local level.

The Result
AOR was able provide guidance to the overall positioning of the development in a meaningful and resonant way to the community, and to assist with specific regional communication strategies to target through regional newspapers.