Background

Our client for this study—a leading natural gas provider in the Southeast—decided to execute a new communications strategy that better reflected the company’s pillar of supporting the local community. In order to understand which brand position would most resonate with its target audience, our client partnered with Brandware to test a series of brand positions designed to communicate the brand’s philanthropy.

After brand positions and communication executions were tested, the client wanted to test selected TV spots from the proposed campaign targeted toward non-customers of the brand to identify the best way to communicate their new brand position.

Approach

To achieve project objectives and answer key research questions, Brandware fielded an online survey among the brand’s targeted non-customers to determine the best position related to the new campaign. Brandware also utilized its proprietary TV spot assessment methodology to evaluate the brand’s new spots to optimize campaign effectiveness.

Results

Because of Brandware’s communications assessment methodology, the client’s management learned which brand position and complementary TV spot would most resonate with targeted non-customers. Our client utilized Brandware’s analysis to develop a successful campaign that resulted in positive awareness and associations for the brand as well as positive campaign reception among both customers and non-customers.