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Pole Position
Measuring success after brand repositioning
Michele Madden, Managing Director
Jennifer Shea, Research Director
2
How not to measure success
Where are you coming from?
3
• You have merged with another organisation
• You have changed your purpose
• Your name is no longer tenable
• To re-engage with key audiences
• To broaden your appeal
4
What is driving your re-positioning?
What can we learn?
5
6
Total AwarenessAge Concern & Help the Aged/ Age UK 2010
93%
77%
95%
77%
65%
86%
Feb09
Jun09
Oct09
Feb10
Jun10
Oct10
Jan11
May11
Sep11
Jan12
Sep12
Jan13
May13
Sep13
Jan14
Apr14
Jul 14 Oct14
Jan15
Age Concern/Age UKtelephone data
Help the Aged/Age UKtelephone data
Age UK onlinedata
“Please indicate whether you have heard of the following charities or organisations?”
Rebrand
36%
36%
33%
54%
Feb09
Jun09
Oct09
Feb10
Jun10
Oct10
Jan11
May11
Sep11
Jan12
Sep12
Jan13
May13
Sep13
Jan14
Apr14
Jul 14 Oct14
Jan15
Telephone data
Online data
Total AwarenessArthritis Research Campaign/Arthritis Research UK 2010
Rebrand
“Please indicate whether you have heard of the following charities or organisations?”
7
Total AwarenessMacmillan Cancer Relief/Support 2006
8
86%
94%
Jul05
Oct05
Jan06
May06
Oct06
Feb07
Jun07
Oct07
Feb08
Jun08
Oct08
Feb09
Jun09
Oct09
Feb10
Oct10
Jan11
May11
Sep11
Jan12
Sep12
Macmillan CancerRelief/Support
“Please indicate whether you have heard of the following charities or organisations?”
Awareness Raising Campaign 07
Rebrand
Total AwarenessGirlguiding UK/ Girlguiding
10
39%
45%
63%
Mar 11 Jul 11 Sep 11 Nov 11 Jan 12 Mar 12 May 12 Sep 12 Jan 13 May 13 Sep 13 Jan 14 Apr 14 Jul 14 Oct 14
“Please indicate whether you have heard of the following charities or organisations?”
Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, Oct 14, nfpSynergy
* Prior to May 13 prompted as Girlguiding UK
Total AwarenessRNID/Action on Hearing Loss 2011
11
59%
12%
Jun 10 Oct 10 Jan 11 May 11 Sep 11 Jan 12 Sep 12
“Please indicate whether you have heard of the following charities or organisations?”
Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, Oct 14, nfpSynergy
Rebrand
How can you measure success?
12
13
Deciding/ refining
what brand health
looks likeMeasuring key health indicators
Analysing key health indicators
Communicating brand health to the organisation
Organisation changes
behaviour to improve
brand health
A starter for ten…..
• Who are our key audiences?
• What should the brand journey look like?
• What measures should we use for each audience?
• How do we set KPIs on the new brand?
14
Mapping audiences
General public
segments
Influencers MPs
Journalists
Donors Commissione
rs Campaigners
Staff volunteers
beneficiaries members
15
Sample brand journey
Awareness
• Brand awareness
• Recall of activity
Understanding
• Services
• Campaigns
Affinity
• Perceptions
• Emotional responses
Engagement
• Donating
• Volunteering
16
Audience-journey intersectionAwareness
Understanding
Affinity
Engagement
17
General public
segments
InfluencersMPs
Journalists
Donors commissioners campaigners
Staff volunteers
beneficiaries members
What kinds of measures are available?
• Simple counts
• Increase in income (% or absolute)
• Awareness measures
o Spontaneous
o Semi-prompted
o Prompted
• Ranking scores
• Composite scores and indices
• External data
18
Issues to consider
• Strategic direction
• Setting targets
• Proportionate in spend
• Key audiences/segments
• Presentation and communication
19
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