Brand Health Monitor Sep 2013

8/11/2019 Brand Health Monitor Sep 2013

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C olmar Brunton 2013 1RESIDENTS BRAND HEALTH & VALUES SURVEY

Residents Brand Health &

Values Survey

PRESENTATAION - September 2013


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Sample & Methodology

2013 2012

Respondent numbers Total n=3,041n=3,034 onlinen=7 telephone

Total n=3,009n=3,006 onlinen=3 telephone

Average length 1716min 1851min

Response rate 21% 20%

Margin of error (95%C.I.)

+/- 1.8% +/- 2.0%

Fieldwork 14th

J une 16th

J uly2013 29th

J une 16th

J uly2012

Quotas were set by age, gender, ethnicity and Local Board Area to reflect the profile of the Aucklandpopulation aged 15 years and older

The data was weighted by age, gender and ethnicity Census 2006 statistics of the Auckland region

%


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Awareness


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First we look at spontaneous and

prompted awareness of the Auckland

Council logo and residents levels of

association with the pohutukawa logo

and CCOs


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Assoc iation of the pohutukawa logo with Auckland Council is getting significantlystronger each year

Unprompted association withthe pohutukawa logo and

Auckland Council*

Prompted association with thepohutukawa logo and

Auckland Council

24%

2011

Summ

ary

ofLogo

Association

Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q6: Which organisation(s) do you associate with the following group of logos?* Includes all mentions of Auckland C ouncil/CouncilQ8: Which of the following organisations, if any, do you assoc iate with this logo?

36% 42%

2012 2013

Sig. > vs. previous yearSig. < vs. previous year

60% 74% 77%


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Aucklanders are significantly more likely to spontaneously connect the pohutukawa logowith Auckland Council

Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q6: Which organisation(s) do you assoc iate with the following groupof logos?

42%

25%

5%

2%

2%

2%

1%

1%

1%

1%

15%

36%

24%

5%

3%

2%

1%

2%

2%

1%

1%

18%

24%

28%

2%

4%

33%

2013

2012

2011

Auckland Council/Council

Auckland City Council/C ity Council/ACC

Auckland C ity

Libraries - Auckland City/Council libraries

Auckland Regional Council (ARC)

Watercare - Auckland Watercare

Enterprise North Shore/North Shore C ity Council

Auckland Super City

Parks/Reserves - Auckland/Auckland RegionalCouncil parks/reserves

Auckland

Don't know

Unprompted awareness of pohutukawa logo

Sig. > vs. 2012Sig. < vs. 2012

Total assoc iationwith council*

74%(68% in 2012)

*Total Association with councilrefers to the combined total

of respondents who said Auckland Council/Council;Auckland C ity Council/City Council; Auckland C ity ,Auckland Super City or Auckland Regional Council

Unprom

pted

Awa

reness


7/57C olmar Brunton 2013 7RESIDENTS BRAND HEALTH & VALUES SURVEY

When prompted, more than 3 in 4 residents assoc iate the pohutukawa logo with AucklandCouncil. They are also more likely to connect Regional Facilities Auckland and ATEED with

the logo than they were in 2012

Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q8: Which of the following organisations, if any, do you assoc iate with this logo?

77%

15%

12%

10%

10%

8%

7%

7%

1%

2%

7%

74%

16%

10%

12%

8%

9%

8%

6%

2%

2%

9%

60%

15%

6%

5%

4%

9%

2%

3%

3%

17%

2013

2012

2011

Auckland Council

Watercare

Regional Fac ilities Auckland

Auckland Council Property

Auckland Tourism, Events andEconomic Development

(ATEED)

Waterfront Auckland

Auckland Transport

Auckland Council Investments

None of the aboveorganisations

Other organisations

Dont know

Prompted association with pohutukawa logo and CCOs

Sig. > vs. 2012Sig. < vs. 2012

Promp

ted

Assoc

iation

Residents who do not make theassociation between the pohutukawalogo and Auckland Council are morelikely to assoc iate the logo with water

companies (Waterfront Auckland andWatercare). They are a lso more likely tobe aged 60+ and do not pay rates or

vote



Awareness of all the various CCOs is increasing significantly over time

Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q7: Which of the following organisations have you heard of, if any?

96%

92%

89%

44%

42%

22%

19%

9%

1%

96%

87%

82%

40%

30%

18%

17%

7%

1%

91%

80%

81%

36%

22%

13%

12%

6%

1%

2013

2012

2011

Auckland Council

Auckland Transport

Watercare

Waterfront Auckland

Auckland Tourism, Events andEconomic Development

(ATEED)

Regional Facilities Auckland

Auckland Council Property

Auckland Council Investments

Have not heard of any ofthese organisations

Awareness of CCOs

Sig. > vs. 2012Sig. < vs. 2012

Prompted

AwarenessofCCOs

South Aucklanders are less likely to have heardof Auckland Council butmore likely to be

aware of individual CCOs



There is a low level of connection with Waterfront related sub-brands only one in fiveassoc iate them with council, and no one makes the assoc iation with Waterfront

Auckland

Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q1: Which organisation(s) do you associate with the following group oflogos?

12%

11%

8%

6%

6%

5%

3%

3%

3%

3%

2%

2%

0%

41%

13%

9%

5%

8%

5%

7%

3%

5%

4%

1%

1%

1%

2%

45%

5%

9%

4%

9%

7%

6%

2%

6%

2%

6%

58%

2013

2012

2011

Boating/sailing - marinas/yacht clubs


Restaurants/bars/cafes/accommodation

Auckland City Council/C ity Council

Viaduct Harbour

Auckland harbour/waterfront/port/wharf

Ports of Auckland

Westhaven Marina

Marine industry - shipping/water-basedbusinesses (incl. ferries)/fishing

Business enterprises/companies (private/public)

Wynyard Quarter

Auckland City

Waterfront Auckland

Dont know

Waterfront Related logosTotal assoc iation

with council19%

(18% in 2012)

*Total Association with councilrefers to the combined

total of respondents who said Auckland Council/Council;Auckland C ity Counc il/C ity Council; Auckland City ,Auckland Super City or Auckland Regional Council

Sig. > vs. 2012Sig. < vs. 2012

Pro

mpted

Asso

ciation

ofC

CO

sub

brands



Auckland Airport

Auckland Council/council

Ports of Auckland

Auckland City council/City council/ACC

Film industry (unspecified)

Marine industry

Air New Zealand

Auckland Film Studios

Public transport companies

Sea/air travel

Freight companies

NZ Govt./state owned enterprise

Auckland harbour/waterfront

Travel

Don't know

There has been no change in awareness of Investment related sub-brands 1 in 4residents connect them with Auckland Council


22%

14%

12%

8%

4%

4%

4%

3%

3%

3%

3%

3%

3%

3%

30%

25%

13%

13%

10%

5%

2%

3%

4%

3%

2%

3%

3%

3%

1%

31%

24%

8%

16%

11%

4%

2%

6%

2%

2%

43%

2013

2012

2011

Auckland Council Investments RelatedTotal association

with council25%

(25% in 2012)


of respondents who said Auckland Council/Council;Auckland C ity Counc il/C ity Council; Auckland City ,Auckland Super City or Auckland Regional Council

Sig. > vs. 2012Sig. < vs. 2012

Pro

mpted

Asso

ciation

ofC

CO

sub

brands



The redesign of Auckland Transports sub brand logos has clarified the connection withAuckland Transport, and the services they provide to Auckland residents


33%

23%

16%

7%

7%

7%

4%

5%

4%

3%

3%

13%

18%

26%

22%

7%

6%

6%

5%

4%

13%

2%

2%

13%

15%

23%

19%

4%

6%

6%

6%

3%

16%

2%

22%

2013

2012

2011

Auckland Transport

Buses - bus companies/bus transport

Public transport/transport/transport companies

HOP/ integrated ticketing system/Snapper

Rail transport


Auckland C ity Council/C ity Council

City Circuit/Link

MAXX

Travel

TravelWise/school safety/walking bus

Dont know

Auckland Transport Related

Total associationwith council

12%(12% in 2012)


of respondents who said Auckland Council/Council;Auckland C ity Council/City Council; Auckland C ity ,Auckland Super City or Auckland Regional Council

Sig. > vs. 2012Sig. < vs. 2012

Pro

mpted

Asso

ciation

ofC

CO

sub

brands


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Residents are more likely to associate Auckland Council with RFA sub-brands over time

Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)

Q5: Which organisation(s) do you assoc iate with the following groupof logos?

21%

14%

12%

7%

7%

6%

5%

5%

4%

4%

4%

25%

19%

14%

12%

8%

7%

7%

6%

5%

5%

4%

4%

24%

15%

11%

14%

5%

10%

5%

2%

0%

6%

7%

3%

34%

2013

2012

2011

Auckland Council/C ouncil

Auckland Zoo

Auckland City Council/City Council

Sports/sports events/sportsorganisations/associations

Entertainment/Auckland entertainment

Auckland Art Gallery

Venues incl. Aotea Centre/Civic Theatre/TownHall/The Cloud/conferences/conventions

Activities/attractions/general leisure/recreations

Mt. Smart Stadium

Events/Auckland events/festivals/cultural/ethnicfestivals

Arts/culture/Auc kland Arts groups/ArtsFoundation

Dont know

Regional Faciliti es Auckland RelatedTotal association

with council36%

(35% in 2012)

*Total Association with councilrefers to the combined total of

respondents who said Auckland Council/Council; Auckland CityCouncil/City Council; Auckland C ity , Auckland Super City orAuckland Regional Council

Sig. > vs. 2012Sig. < vs. 2012

Prompted

Asso

ciation

ofC

CO

sub

brands



Although the association between CCOs and Auckland Council remains stable for all CCOs(apart from ATEED), significantly more mentions of Auckland C ounc il itself vs. legacy brands like

Auckland City Council, Super City indicate greater brand clarity

ATEED related

Regional Facilities Auckland related

Auckland Council Investments related

Waterfront related

Auc kland Transport related

% associate CCO sub brands with Auckland Council

Base: 2013 (n=3034); 2012 (n=3006)

Q1-6: Which organisation(s) do you associate with the following group of logos?

*Total Association with council refers to the combined

total of respondents who said Auckland Council/Council;Auckland City Council/City Council; Auckland City ,

Auckland Super City or Auckland Regional CouncilPrompted

Asso

ciation

ofC

CO

sub

brands

45%

36%

25%

19%

12%

33%

35%

25%

18%

12%

2013 2012

Sig. > vs. 2012

Sig. < vs. 2012



Awareness and

perceived value ofcouncil services



Next we consider which essential

services most enhance and

improve residents lives and

whether they know they are

delivered by Auckland Council



Overall, residents are spontaneously aware of an average of 3.6 services that councilprovides

57%

38%

31%

31%

29%

21%

20%

15%

13%

10%

9%

8%

6%

7%

17%

59%

39%

25%

31%

28%

22%

16%

18%

12%

8%

12%

10%

7%

9%

21%

2013

2012

Rubbish and recycling

Maintaining parks and reserves/heritage sites

Infrastructure building and repair (including roads)

Water and waste water treatment

Planning transport options across the c ity

Maintaining the network of libraries ac ross the region

Promoting Auckland via cultural and sporting events

Providing public swimming pools and recreationcentres/Community ha lls/centres

Administering building regulations. This includes buildingconsents

Clean streets / streets cleaning/ beautification

Providing and managing arts centres & galleries /Theatre/Museum/Aotea centre/Town hall

Controlling dogs and other animals

Don't know

None/nothing

Other

Base: 2013 (n=3041); 2012 (n=1,485);Q17: What services do you know of that Auckland Counc il delivers to residents?

Sig. > vs. 2012Sig. < vs. 2012

Unprompted

Services

Unprompted Awareness of Auckland Council services

Average number of services

aware of

3.7 3.6

2012 2013



Better transport options around the city remains the most important service that willimprove residents lives

Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q19: Which o f these essential services delivered by Auckland C ounc il is most important to enhance and improve your life?

Sig. >vs. 2012Sig.



Maintaining Aucklands open spaces such as parks and beaches are the most importantnon essential services that council provides residents

Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q21: Which of these services delivered by Auckland Council is most important to enhance and improve your life?

Sig. >vs. 2012Sig.


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Residents are becoming more aware of the services that council provides, and most knowthat council is responsible for the things that matter most

% aware Auckland Council service

2013 2012

Rubbish and recycling 92% (+5) 87%

Managing council properties 91% (+8) 83%

Planning transport options across the c ity 88% (+4) 84%

Planning for the overall future of the Region 87% (0) 87%

Administering building regulations 87% (+3) 84%

Managing council investments 83% (+8) 75%

Controlling dogs and other animals 80% (+2) 78%

Noise control 80% (+5) 75%

Water and waste water treatment 79% (+8) 71%

Liquor and food outlet licensing 78% (+3) 75%

Managing economic prosperity of region 68% (+8) 60%

*NB: Question wording changed in 2013 from Please select whether you think it isprov ided by Auc k land C ounc i l to Please select whether you think it isAuck landCo unc ils respon sibi l ityBase: 2013 (n=3041); 2012 (n=3009)Q18: Auckland Counc il has a responsibility to deliver essential services to Auc kland residents. For each service, p lease select whether you think it is AucklandCounc ils responsibility or somebody e lse.

Top 3essential

services toenhance &improve life

Sig. >vs. 2012Sig.


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% aware Auckland Council service

2013 2012

Maintaining parks and public area 95% (+3) 92%

Maintaining regional parks and beaches 92% (+3) 89%

Maintaining the network of libraries acrossthe region

90% (-1) 91%

Providing public swimming pools andrecreation centres

86% (+1) 85%

Managing graffiti removal and prevention 79% (+7) 72%

Maintaining community halls and centres 78% (+4) 74%

Providing facilities to promote arts, culturaland sporting events across the region

73% (0) 73%

Opening up the waterfront 72% (+1) 71%

Protec ting our cultural and historicalheritage

70% (+3) 67%

Attrac ting and p lanning major events forAuckland

68% (0) 68%

xxx

*NB: Question wording changed in 2013 from Please select whether you think it isprov ide d by Auck land Counc i l to Please select whether you think it isAuck landCo unc ils resp on sibi l ityBase: 2013 (n=3041); 2012 (n=3009)Q20: In add ition to providing essential services, counc il also has a range of otherfunctions. For each service, please select whether you think it is Auckland C ounc ilsresponsibility or somebody else.

Other functions performed by Council

Top 3non-essential

services toenhance &improve life

P

rompted

Se

rvices:Oth

erFunctions

Sig. >vs. 2012Sig.


23/57


Councils Visionand Values


24/57


This section looks at how well people

understand the vision for the region,and whether Auckland Council is

perceived to be delivering on its core

values


25/57


65% 2013

Two in three residents are now aware of the Mayors Vision to become the Worlds MostLiveable C ity

Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q10: The Mayor and Council's vision is for Auckland to be the world's most liveable c ity. Before now, had you hea rd of this?* Source: Economist Intelligence G loba l Liveability Report 2012

Sig. >vs. previous yearSig.


26/57


Base: 2013 (n=3041)Q11. In your opinion, what things do you think Auckland needs to focus on to create the worlds most liveable city?

61%

52%

44%

32%

19%

19%

15%

11%

10%

8%

6%

5%

3%

4%

1%

Improved public transport

Reduce traffic congestion

More affordable and quality housing

Reduced crime

Improved roads, cycle ways and paths

Better quality of jobs or educa tion

Better natural environment c leaner water, air and beac hes

Improved public spaces e.g. beac hes, parks, reserves

More attrac tions, events or things to see and do

Cleaner streets and footpa ths

Better access to Auckland's waterfront and waterways

Better buildings and structures

Greater support for cultural events

Other

Don't know

The top three things Auckland can work on, in order to become the worlds most liveablecity are improved public transport and reducing traffic congestion, and more affordable

housing

Co

uncilsVal

ues

Key Priority Areas to become The Worlds Most Liveable City

Although a direct comparison with2012 is not possible, public transport,

affordable housing and reducedcrime were the key priority areas

mentioned in 2012


27/57


14%

12%

19%

10%

12%

10%

21%

26%

19%

35%

34%

33%

15%

13%

16%

4%

2%

4%

Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree

9%

5%

8%

8%

17%

17%

39%

36%

21%

28%

5%

5%

Although residents are finding it easier to interac t with council, residents are less likely toagree council has a can do attitude

Sig. >vs. 2012Sig.


28/57


9%

8%

18%

19%

28%

29%

31%

31%

11%

11%

2%

2%

10%

6%

15%

21%

24%

18%

27%

27%

22%

29%

26%

26%

12%

12%

14%

3%

4%

5%

Sig. >vs. 2012Sig.


29/57


10%

7%

15%

7%

7%

6%

16%

19%

13%

40%

40%

36%

22%

22%

24%

5%

5%

6%

Around one in four residents agree that council is delivering on its Value of Respect

Sig. >vs. 2012

Sig.


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10% 9% 19% 35% 22% 5%

Total AgreeTotal Disagree

2013

7%

4%

10%

12%

11%

8%

22%

22%

16%

34%

39%

38%

20%

20%

20%

5%

4%

8%


More than one in five residents feel that council values them or provides opportunities forresidents to engage with council

*2013 respondents asked to rate all statements, 2012 respondents asked to rate 11

Base: 2013 (N=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?

2012

2011

Valuing and including allAuckland citizens

Total Disagree Total Agree

Inclusive

Ensuring all Aucklanderscan interact with council

and access its services

2013

Sig. >vs. 2012

Sig.


31/57


Environmental awarenessand sustainability

Auckland Council is seen to have passion and pride for the region, however residentswould like to see council become more environmentally sustainable


Base range: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?

5%

4%

6%

5%

4%

3%

11%

14%

10%

34%

31%

30%

34%

39%

39%

10%

8%

12%

2013

2011

Showing passion and pridein Auckland


Pride

6%

4%

11%

6%

4%

3%

15%

15%

12%

38%

39%

38%

28%

32%

29%

7%

7%

7%


Looking after the natural

environment for futuregenerations


Sig. >vs. 2012

Sig.


32/57


6%

4%

10%

7%

7%

5%

17%

19%

12%

33%

35%

28%

28%

30%

37%

7%

6%

9%

One in three residents agree that Auckland C ouncil is delivering on its value ofInnovation by looking for better ways to do things, and having a clear sense of

direc tion how to get there

2012

2011

Looking for better waysto do things

Total Disagree Total AgreeInnovation

Having a clear vision forthe future

7%

5%

9%

7%

18%

19%

33%

36%

27%

26%

7%

6%


Total Disagree Total Agree


Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?

Question not asked in 2011

2013

2012

2011

2013

Sig. >vs. 2012

Sig.


33/57


Residents from different ethnic groups, age and local board area have opposing views ofcouncil and how well they are delivering on their core Values

NZ European orMori residents Mori residents are significantly less

satisfied with Counc ils Values of respect,inclusive and pride

Ratepayers espec ially those who pay bothresidential and business rates

Older residents aged 50+

Those living in South Auckland Residents who are unaware of the services that

Council provides

Asian or Indian residents Those living in East Auckland 20-29 year olds

High Level of Agreement thatcouncil is delivering on its Values

Low Level of Agreement that council is

delivering on its Values

Summary

ofCounci

lsValues


34/57


Auckland Council in theMedia


35/57


This section looks at Auckland Councils

exposure in the media recently, and

the impact that media has on residents

perceptionsof council


36/57


37/57

Media hasa huge impact on residents levelsof satisfac tion trust and confidence in


38/57


Media has a huge impact on residents levels of satisfac tion, trust and confidence incouncil sharing good news stories as they happen will help improve overall

perceptions of council

Satisfaction with councilsoverall performance

Trust in council to make theright decisions

34%

Negative

perceptions from

media coverage

Media

Influen

ces

12% 63%

Positive

perceptions from

media coverage

28% 8% 58%

Confidence council is going inthe right direction

30% 7% 67%

All respondents

Impact of media coverage on overall satisfactionTotal satisfied (T2B scores)

Sig. >vs. totalSig.


39/57


How do residents rate

Auckland Councilsperformance?


40/57


This section looks at the overall

performance measures,and levels of

trust and confidence in council

decisions and direction


41/57


7%

3%

13%

6%

7%

6%

13%

17%

13%

39%

44%

31%

27%

26%

32%

6%

3%

5%

Dont know (1) Very dissatisfied (2) (3) (4) (5) Very satisfied

Satisfaction with councils overall performance has significantly improved since 2012

Sig. >vs. 2012Sig.


43/57

While trust in council remainsstable over time residents have significantly greater


44/57


3%

3%

5%

10%

10%

7%

21%

23%

16%

37%

37%

39%

25%

25%

28%

3%

3%

4%

6%

7%

16%

8%

7%

5%

17%

18%

10%

38%

40%

31%

26%

24%

32%

4%

3%

6%


While trust in council remains stable over time, residents have significantly greaterconfidence that council is going in the right direc tion

Sig. >vs. 2012Sig.


45/57


Sig. >vs. previous yearSig.


46/57


On the next slides we present aCorrelation and Regression Analysis that

looks at the key areas to focus on (inorder of priority) to improve residents

satisfaction with councils overallperformance.

The analysis shows us how much

each factor contributes to drivethe overall performance score

upwards.

There are three key areas that drive satisfaction with councilsoverallperformance


47/57


There are three key areas that drive satisfaction with councils overall performance trust, opinion and acting with integrity and honesty

I M P A C T O N SA TI SFA C TI O N

S a t i s f a c t i o nw i t h t h eo v e r a l lP e r f o r m a n c eo f A u c k l a n dC o u n c i l i nl a st 1 2

m o n t h s

Trust in councilto make the

right decisions

A highopinion ofcouncil

Council actswith integrityand honesty

Overall Satisfaction

38%

37%

26%

Looking at the individual drivers in more detail we see that having a clear Vision being


48/57


Looking at the individual drivers in more detail, we see that having a clear Vision, beingrespectful and accountable are the key areas driving trust

O R D ER ED BY I M P O R TA N C E


m o n t h s

Trust in councilto make the

right decisions

38% Being respec tful

Being accountable forwhat you do

Having a clear Vision forthe future

1

2

3

A trustworthy council is respectful, has a clearVision for the future, and is accountable for

making it happen

To improve residents overall opinion of council a respectfulattitude iskey Providing


49/57


To improve residents overall opinion of council, a respectful attitude is key. Providinggood value for rates dollars, being accountable and innovative also come into play

O R D ER ED BY I M P O R TA N C E


m o n t h s

A high opinionof council

37%

Being respec tful

Offering good value forrates dollars spent


Looking for better ways todo things

1

2

3

4

A high opinion of council happens whenpeople feel treated with respect and effort is

made to deliver the best value and mostefficient services

To deliver on councils core value of integrity and honesty, the most important areas to


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focus on are respect and accountability, along with ensuring that all Auckland residentsfeel valued and included


m o n t h s

Council actswith integrityand honesty

26%

O R D ER ED B Y I M P O R TA N C E

Being respec tful


Valuing and including allAuckland citizens

1

2

3

Integrity comes from being respectful ofresidents, accountable for your actions and

being inclusive of all Aucklanders


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In Summary

S


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Association of the pohutukawa logo with Auckland Council is becoming strongerover time

42% spontaneously connect it with Auckland Council (up from 36% in 2012)

77% connect it with Auckland Council when prompted (up from 74% in 2012)

Summary Awareness

The connection between Auckland Council and CCO sub-brands is alsogrowing stronger each year

Residents are more likely to connect Auckland Counc il with the ATEED sub-brands (45%, up from 33 in 2012)

One third make the assoc iation between Regional Facilities sub-brands andAuckland Council, however there is a low level of assoc iation betweenInvestment related and Waterfront sub-brands, with Auckland Council

Awareness of the services provided by Auckland Transport have strengthenedamong residents, with the redesign of the CCOs sub-brand transport logos(e.g. LINK buses) contributing to greater recognition of the services they offer.

S C il S i


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Most residents know that council is responsible for delivering the things thatmatter most to them e.g. rubbish, planning transport options and preparing forthe future

Positively, awareness of the essential services and other functions thatCouncil provides are increasing over time.

The more council services that residents are aware of, the more satisfiedthey are with councils overall performance, and they more trust andconfidence they have in councils decisions

Aucklanders who place higher importance on improving public transport andgreater ease of getting around are more likely to be aware of Councilsresponsibility in making this happen

Those who feel this is important are also more likely to have highsatisfac tion and trust in council, indicating the importance of planningand delivering an efficient transport system

Summary Council Services

S C il Vi i d V l


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Awareness of the Mayor and councils Vision to become the Worlds MostLiveable City is significantly increasing each year (65% are aware in 2013, upfrom 53% in 2012)

In order to deliver the Vision, residents believe that public transport and theease of getting around the city needs to improve, along with the provisionof more affordable housing

Summary Councils Vision and Values

Delivering on councils core Values will have a strong impact on improvingsatisfaction with councils overall performance

Residents feel that council is delivering on its Values of Pride and

Innovation, espec ially among those living in East Auckland, 20-29 year oldsor ethnically diverse residents

The Values to improve and focus on are being respectful, deliveringexcellent service, offering good value for money and including allAuckland residents

S C il i th M di


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Auckland Council is frequently talked about in the media, across a widerange of topics that are relevant to residents.

The topics most commonly portrayed in the media are those that

residents feel most strongly about.

Positive news stories about council impact strongly on levels of overallsatisfaction and trust, highlighting the importance of sharing goodnews stories with residents and informing residents of all the goodthings council does to improve their city.

Summary Council in the Media

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Satisfaction with councils overall performance and perceptions that council isgoing in the right direction have significantly improved since 2012. However,residents levels of trust and overall opinion of council remain stable incompared to last year

Trust, high opinion, integrity and honesty are the key areas that drivesatisfac tion with councils overall performance

In order to improve trust,council must be respectful, have a clear Vision forthe future, and accountable to make it happen

A high opinion of council happens when residents are treated with respect,they get good value for rates and perceive council to be innovative andaccountable for their actions

Integrity and honesty comes from council being respectful, accountableand ensuring that all Auckland residents feel valued and included

Summary Overall Ratings

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Residents who have low levels of satisfaction, trust and confidence in councilare also less likely to agree council is delivering on all their values

In order to improve perceptions of council among these residents, councilneeds to focus on a cleaner, greener Auckland with improved cycle pathsand walkways, less graffiti and great restrictions on dog control

Summary Overall Ratings

Documents

Brand Health Monitor Sep 2013