Selling legislative reform

Our client, a large government department, was charged with delivering one of the most important pieces of legislation in that jurisdiction in decades. Ogilvy Illumination undertook a detailed qualitative research program spanning a wide range of geographic, demographic and psychographic communities to build a strategic messaging framework to accompany the reforms.

The messaging framework was presented to the most senior organisational stakeholders and was used as the basis of ongoing communications around the legislative change. Ongoing advice was provided to the client on additional communications collateral and tactics. Ogilvy Illumination also held communications workshops with a broad range of inter-departmental stakeholders to help ensure cross-government alignment of messages. The outcome of the reform is currently pending.

Defining the image of a Not-For-Profit

A state-based not-for-profit, membership-based information and education services provider engaged Ogilvy Illumination to formulate a media, marketing and communications strategy to support their national incorporation. We were asked for help to grow their membership numbers, to support their funding applications and sponsorships and to raise their profile more broadly.

To inform this strategy, Ogilvy Illumination conducted qualitative interviews with board members, staff, clients, potential clients and service providers to assess their perceptions of the brand, how it was positioned in stakeholders’ minds, comparisons against competitors and suggestions for improvement. Additionally, we undertook a media audit of both general and specialist media to provide an understanding of reporting on the organisation and its sector.

These two pieces of research provided critical insights, ensuring the recommendations contained in the media, marketing and communications strategy represented best use of the organisation’s resources in light of their current brand positioning.

Branding one of Australia’s leading cities

Ogilvy Illumination worked closely with a state government department and an independent project steering committee comprised of top-level executives to undertake an extensive research program to build a global city brand designed to attract investment in business, education, tourism, the arts and human capital.

Ogilvy Illumination worked closely with the steering committee to identify leading representatives to participate in the research from target sectors including finance, education, tourism, creative industries, arts and culture, property and business services, sports and events, and medical science. The research was also shaped by target international markets including China, India, Japan, the United States, the United Kingdom, Germany and New Zealand.

The research was conducted over several waves including:

• Over 100 one-on-one in-depth interviews with Australians, international stakeholders based in target countries as well as international executives currently based in Australia;
• 18 mixed-sector and sector-specific focus groups;
• Online quantitative surveys of members of various tourism, cultural and business organisations; and
• Secondary research involving an assessment of existing reports and written materials which addressed the question of the city’s brand attributes and performance across the target sectors.

The project involved a large stakeholder management component, including interviewing steering committee members themselves.

The research findings are currently being used as a platform for creating the brand strategy and creative development and will inform the brand’s launch and implementation.

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