About: HamishLi
Posts by HamishLi:
- A comprehensive traditional media audit;
- An online conversation map over a 30-day period analysing where conversations are taking place (blogs, twitter, forums), who the key online influencers are, and ranking the influencers;
- Stakeholder mapping and analysis;
- A detailed policy desk review;
- A large quantitative community perception audit to identify attitudes, opinions, values and awareness of Australians at large;
- Stakeholder engagement involving a one-day workshop with private sector leaders, four site visits across our client’s membership base, and six state-specific forums; and
- Message testing through focus groups across a number of states among patients, relatives of patients and health professionals.
- A literature review of the existing knowledge;
- An analysis of the gaps in existing literature;
- An environmental scan;
- An issues and expectations analysis; and
- A risk analysis.
- Customers
- Thought leaders and influencers
- Government stakeholders
- Media
Championing health – Community and stakeholder attitudes to the Australian health system
January 13, 2011 by HamishLi
Filed under Case Studies
Ogilvy Illumination was engaged by our client, a national health peak body, to carry out a tracking research program to guide a national public affairs campaign to raise awareness of a particular public policy issue.
The methodology included
The research was used to develop the communications and messaging strategy of a successful large scale national communications campaign to shift community attitudes on health.
Growing the image of cereal
January 13, 2011 by HamishLi
Filed under Case Studies
Our client, a peak body for major cereal growers in Australia, engaged Ogilvy Illumination to advise them on the development of a communications strategy to educate and inform Australian growers about drought, which had been devastating the industry for over a decade.
To inform our client’s membership base about the drought in the Murray-Darling Basin, we carried out a two-phase research programme to determine growers’ interest areas and their media habits to inform the communications campaign, followed by a post-communications campaign evaluation phase.
The first phase consisted of desktop research and media audit followed by a series of in-depth interviews and consultation roundtables in different drought-affected regions in South-West New South Wales and Northern Victoria with the cereal growers. Based on this research, a range of promotional materials and a media strategy were developed to maximise attendance at and awareness of the drought information seminars.
The second phase evaluated the efficacy of the communications campaign through in-depth interviews and a phone survey of cereal growers in the affected areas. The results indicated a high attendance rate to seminars in the affected areas and satisfaction with those seminars.
Identifying common ground – Stakeholder interviews to guide a public affairs campaign
January 13, 2011 by HamishLi
Filed under Case Studies
Our client, a national peak body representing key natural resources industries, engaged Ogilvy Illumination to establish a core area of consensus across membership to guide an upcoming public affairs campaign.
We conducted approximately 30 in-depth interviews across the organisation’s membership base as well as with some additional key stakeholders.
The research provided critical insights, which were incorporated into a set of recommendations to ensure the media, marketing and communications strategy represented areas of broad agreement across our client’s members. The recommendations were employed in the organisation’s highly successful national public affairs campaign across multiple media, including national TV, print and radio.
Collaborating with communities – Developing a strategy and model for community engagement
January 13, 2011 by HamishLi
Filed under Case Studies
Ogilvy Illumination was engaged by a recently established global low carbon technology industry peak body to assist in developing a community engagement enabling strategy and a community engagement model for their members. As the technology remains largely unknown to people around the world, projects have enjoyed very mixed receptions; anything from strong support to vehement opposition.
For project implementers and other stakeholders to apply information gained from previous experience in attempting to deliver the projects around the world, the lessons learned about best practice community engagement needed to be made accessible, relevant and applicable.
Ogilvy Illumination undertook a number of pieces of work to assist our client develop the strategy, including:
The findings of the literature review and associated analysis have been presented to the client and will be included in the enabling strategy they will roll out to members around the world.
Following on from the enabling strategy work, Ogilvy Illumination is currently developing a community engagement model with our client, which will be used by members globally to ensure best practice engagement principles are adhered to in order to minimise non-technical setbacks during the project lifecycle.
A basic right of a precious resource? – Community attitudes to recycled water
January 13, 2011 by HamishLi
Filed under Case Studies
Our client, a leading Australian environmental resources body, was looking to develop a national communications strategy around water production. The issue of water in Australia is highly contested, broadly misunderstood and difficult to navigate for those with a responsibility to manage it. Until the last ten years, essentially unrestricted access to water in the home was viewed as an Australian birthright for those living in the cities.
Ogilvy Illumination developed and administered a large scale quantitative nationally representative survey of Australians. This included drafting research questions and message testing. We also conducted a qualitative research program around the country in metropolitan cities and regional towns, with various climatic conditions, on attitudes towards various water demand- and supply-side issues.
Ogilvy Illumination analysed the quantitative and qualitative results producing a detailed report and presentation to our client and their stakeholders. The results have been presented to senior staff within our client organisation and shared with the organisation’s members and stakeholders through a written report and a webcast recorded by Ogilvy Illumination Research Director Simon Webb. The findings of the study have been incorporated into a national awareness campaign.
Tapping the public mood – Attitudes to science
January 13, 2011 by HamishLi
Filed under Case Studies
Ogilvy Illumination was engaged by Australia’s most influential scientific research organisation to understand and map the organisation’s brand and reputation in the community at large.
Community attitudes were surveyed through a combination of qualitative and quantitative research methods. Focus groups were conducyed across Australia and structured along socio-economic, regional and attitudinal segmentation patterns. The qualitative segment was followed by a large scale nationally representative survey of Australians.
The result – a report and accompanying presentation – set out the organisation’s perceived role, reputation and brand in the community. Ogilvy Illumination provided a detailed set of recommendations on how the organisation could revive and renew its reputation among the general public.v
Mapping influence – Identifying promoters and detractors
January 13, 2011 by HamishLi
Filed under Case Studies
Ogilvy Illumination was engaged by Australia’s most important scientific research organisation to undertake a detailed audit of the organisation’s key stakeholders to conduct a mapping and influence analysis of these various groups.
A comprehensive qualitative research framework was proposed and the stakeholder work was conducted through a series of over 40 in-depth interviews with the client’s most important stakeholders. Among these stakeholders were senior figures in some of Australia’s largest companies, private political offices in the federal government, Commonwealth departmental secretaries, university vice-chancellors and heads of peak organisations.
We provided our client with a detailed report identifying the organisation’s brand and reputation strengths and weaknesses based on stakeholder and community typology, a comprehensive stakeholder influence map, and a comprehensive set of recommendations setting out the ways in which the organisation could deliver on organisational strategic objectives through improved stakeholder engagement.
The findings of the research were presented to our client’s Senior Executive Team and Board and have been integrated within the organisation’s strategic plans.
Flight tracking – Attitudes to international carriers
September 3, 2009 by HamishLi
Filed under Case Studies
Ogilvy Illumination works for one of the world’s leading international airlines testing market perceptions of international carriers in Australia and tracking topical issues relating to the operating environment for them in Australia.
Combining data-mining of government statistics as well as quantitative studies across Australia, Ogilvy Illumination provides ongoing insight into the public opinion background against which the airline’s operations are framed.
Blue chip point of view
September 3, 2009 by HamishLi
Filed under Case Studies
Ogilvy Illumination worked with one of the largest blue chip corporations in Australia to provide them with a research-driven report on a topic of national importance from which that organisation’s senior leaders could present a point of view to the market.
The report – a quantitative study of key decision-makers in organisations provided a platform for the corporation to reach out to:
The report attracted significant media coverage, increased the corporation’s share of voice against competitors and saw significant increased sales performance.
Promoting Australia overseas
September 3, 2009 by HamishLi
Filed under Case Studies
Our client, a large government department, has responsibility for promoting Australia in one of Australia’s largest overseas markets. To assist in crafting market-appropriate messages of Australia a multi-wave program of quantitative and qualitative waves of research were designed. The research – all of which occurred in market and in a language other than English– provided an initial benchmark of attitudes to and knowledge of Australia.
The initial wave of research also provided a valuable audit of competitors, assisted in the operational planning for the project and built detailed demographic profiles of likely audiences. The project is currently still underway and subsequent waves of research will track the evolution of these attitudes over time providing an opportunity to refine communication strategies and ultimately to evaluate the overall effectiveness of the campaign.
Ogilvy Illumination is also feeding in additional sources of information into the research program including ongoing evaluation of traditional and digital media.