Case Study
Government Agency: Messaging and Narrative Development
Challenge
The client sought to assess its image among international maritime influencers in order to gauge target audiences’ sentiment towards sensitive issues related to the agency. StrategyOne was called upon to unveil this, as well as to determine which narrative(s), initiatives and messages key audiences found most compelling.
Research
StrategyOne conducted a survey of internationally based elites and opinion leaders from multiple regions including the United States, Europe, Latin America, and Asia.
Insight
Survey results indicated that although the client has a respected brand, its key challenges were maintaining brand equity and preventing users from favoring alternatives.
Action
This research informed a communication strategy that would explain the need for a toll structure change (for better maintenance and customized services) followed by future, gradual toll increases earmarked for agency improvements.
Strategy
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