Brand Awareness and Positioning
Brand Equity and Positioning
GAUGING CAMPAIGN EFFECTIVENESS BY MEDIA TYPE
The client had already been running its advertising campaign across its media mix (print, radio, TV, online). They wanted to measure the effectiveness of the campaign in raising brand awareness, consideration and perceptions.
AOR designed a targeted online study to measure both spontaneous and prompted brand awareness, brand perceptions, and exposure to the campaign across the different media types.
Using AOR’s innovative approach, the client was able to quantify the effectiveness of the campaign, and contribution of exposure by each media type.
BRAND AWARENESS AND POSITIONING
GUIDING COMMUNICATIONS STRATEGIES WITH THE LOCAL COMMUNITY
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.
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.
AOR's findings provided critical guidance to the overall positioning of the development, and identified key communication strategies and media options to target specific regional segments.
BRAND EQUITY AND POSITIONING
UNDERSTANDING DRIVERS OF BRAND EQUITY TO DRIVE FUTURE COMMUNICATIONS
A higher education provider had recently re-branded 16 campuses under a single name, and wanted to understand community awareness and perceptions of the old and new branding. These findings would help form future community communications and engagement strategies. In particular, the client wanted to understand the drivers of its brand equity.
AOR undertook a two-stage research program, involving a pilot stage followed by a second larger main stage study, to uncover and quantify community perceptions of the education provider. Multivariate analysis was also undertaken to assess the drivers of brand equity, overall and among segments.
AOR provided key insights into the brand equity - based on a combination of perceptions of the old brand and expectations under the new branding - to be leveraged for future communications and positioning strategies.
IDENTIFYING PRIORITY FEATURES AND PRICE SENSITIVITY
A client wanted to assess the importance of existing features of its services, as well as the appetite for customers to pay for additional benefits, and how this differed by type of service. The project had a high level of urgency, requiring quick turnaround of key learnings.
AOR worked with the client to design a robust online study which would provide both quick key insights as well as in depth insights in customer preferences and sensitivity levels. The design involved a mix of conjoint, choice experiment and price sensitivity measures, across different service types and customer segments.
AOR's approach provided early guidance on service priorities for multiple services. AOR also delivered multiple decision support systems to the Executive team that provided the ability to manipulate different service mix options, to optimise service mix and profitability among different customer segments.
MEASURING SATISFACTION AT A 'WHOLE OF GOVERNMENT' LEVEL
Under the vision of its new leadership, the overseeing body of multiple public services looked to create a single measure of community satisfaction with its services. This new single measure would be used to track its performance over time, and the impact of any initiatives to drive improvements in services or customer perceptions.
AOR undertook a multi-stage research program involving multiple methodologies (qualitative, online and CATI) first to understand perceptions and drivers of customer satisfaction with the various public services, and then to develop and test multiple options for the new single customer satisfaction measures. Critical to the design was representation of major and minority customer segments, and of all services. A particular challenge of the study was how to ensure that the new measure represented a meaningful customer view, and not simply the perspective of the overseeing body.
AOR delivered a new single ‘whole of government’ measure of satisfaction for ongoing tracking and KPI reporting. AOR also uncovered new insights about the contrasting effects of direct experience with the services compared to general public perceptions, with implications for future government communications strategies.
IDENTIFYING GROWTH OPPORTUNITIES OF NEW PRODUCT EXTENSION
A well-established retailer had recently developed and launched an online shop as an extension of the business, and was keen to understand the perceptions and needs of existing online shop users, as well as the potential market for broader growth. Key objectives and outcomes of the study were to identify priority targets and key communication strategies to drive both customer growth and engagement.
AOR developed a comprehensive research program, within a tight budget, which included both qualitative and quantitative research, and a mix of online and telephone interviews to achieve representation of both the general population and key target segments. Focus of the research was to understand awareness and usage of the brand and the new online shop, gauge consideration broadly and among specific segment, and identify key customer needs in product range, experience and positioning.
AOR identifed the broader potential customer base for the online shop, and provided strategic guidance on key communications strategies, opportunities to optimise the user experience, and strategies for ongoing engagement.
PROVING IMPACT OF OUTDOOR MEDIA OPTIONS TO INCREASE CAMPAIGN EFFECTIVENESS
An innovative media provider wanted to prove the impact of its outdoor advertising displays – both normal static displays and the newer digital displays.
AOR worked with the client to develop a tightly managed test of multiple advertising campaigns over three similar demographic catchment areas, and tight sample matching and screening for opportunity to see.
The test results provided the client with powerful evidence to use in promoting its media options, by demonstrating the relative uplifts achieved for any advertising over no advertising, and digital displays over normal static displays.