Brotherhood of St Laurence
CASE STUDY: Desktop analysis, competitor benchmarking, in-depth stakeholder interviews, focus group testing & a quantitative research study.
Brotherhood of St Laurence works with people who are marginalised and disadvantaged in the community. Its services range from aged care and disability services, to working with refugees and financial planning education. It has more than 600 employees and 900 volunteers working across more than 50 sites in the greater Melbourne area.
With the aged care and disability sectors undergoing a series of reforms, Brotherhood of St Laurence wanted to test awareness and understanding of its services in these sectors. Ellis Jones was engaged to conduct research examining awareness and perceptions of the Brotherhood of St Laurence brand and services in the aged care and disability sectors.
Research design included a mix of methods: research review, desktop analysis, competitor benchmarking, in-depth stakeholder interviews, focus group testing and a quantitative research study.
Respondents and participants included clients, employee groups, key stakeholders, health and aged care sector referrers, and a large non-client group.
Competitor benchmarking assessed Brotherhood of St Laurence against the awareness, perceptions, marketing activity, market positioning and visual identity of key competitors.
Research highlighted Brotherhood of St Laurence’s strengths, identified opportunities as well as areas to address, and substantiated the organisation’s unique differentiators.
The research project gave the Brotherhood of St Laurence clear evidence on how their brand and services are perceived in the aged care and disability sectors. It also helped define these services areas within the broader Brotherhood of St Laurence business. Insights were used in definition of a clearly differentiated brand identity and value proposition. Activation workshops provided activities for inclusion in the company marketing and communications strategy.