Even when times are good, every business needs to know where it’s going and whether its brand and communications are supportive or detrimental to the direction. The Port is planning for major growth and expansion, and they wanted to ensure their stakeholders are on board and supportive and that their brand is ready to support their significant business goals.
After partnering with the Port and attending a number of planning sessions, we mapped out the challenge and designed a research study to reach all the selected audiences, in order to answer the Port’s questions with depth and clarity. How will the brand need to change to support the business goals? How well is the Port interacting with the community? How well are they supporting the Province’s and the Nation’s economy? How well are they valued by customers?
Our research team created a study that included qualitative, quantitative, focus groups, one-on-one interviews and intercepts. We carefully crafted a number of online surveys for maximum engagement and response rate. The audiences were varied and far reaching – regional, provincial, national and international. The study needed to probe and ask questions in order to garnish detail and data; therefore, a combination of quantitative, qualitative and one-on-one interviews were used. A series of customer-designed surveys extracted a large amount of insightful data. The interviews gave a human context, providing a profile, characteristic and intimate data – how the Port impacted people’s lives. From the data, Kaldor created a report providing the Port with substantial insight, information and recommendation of how to proceed. The report charted a clear course of action over the short and medium term, in order to achieve the desired business goals.
The Port has a clear understanding of stakeholder’s perception of their business and community interaction. The research has enabled the Port to interact and listen to each of its audiences, giving them the opportunity to hear people’s thoughts, collect data and monitor what is working and not working about their current communications. Based on this comprehensive foundation they are able to confidently chart a course for brand development over the next five years, with greater understanding on where to focus, what has been underserviced, what initiatives and messaging are working — and most importantly, how their brand needs to evolve.