MATES in Construction Aust Ltd (MIC) is a not-for-profit organisation working towards reducing suicide and improving mental health and wellbeing in the Australian Construction industry. This service is so critical in the construction industry as every year 190 Australians working in the construction industry take their own lives.
BrandMatters has worked with MIC since 2016, working across a number of projects, including the development of their positioning within the market place and the tracking of their advertising campaigns over the years. Their most recent campaign, in May 2019, was aimed at increasing awareness of the brand in regional Queensland, especially with those working outside of the large corporates.
Starting with kick off stakeholder workshops, we identified the key messages for the campaign testing. To expand these, we developed creative concepts to show in a series of focus groups, that aimed to test and interrogate these concepts.
Focus groups with industry representatives and key audience targets tested the concepts prior to launch. To benchmark brand awareness, pre-campaign quantitative research was undertaken. This research also captured return on investment for the campaign and its relevancy to the target market. Following the campaign, post-quanitative reserach was undertaken to guage and track shifts in bran dawareness.
increase in brand awareness after campaign activity