Research

Ship´s Agency and Clearing and Forwarding business

Determining perceptions of brand and company reputation and measuring the impact of communication interventions.

The Challenge

To build a public profile in support of client strategy to increase business opportunities in the region following a major internal re-structuring and Black Empowerment deal.

Solution: Research and Action

A strategic and phased approach was implemented, based on the recommendation of the consultancy.

Intensive quantitative and qualitative research was carried out by the consultancy in the first instance amongst staff and customers, and on the basis of the findings, improved internal and business-to-business communication processes were put in place.

These included regular staff forums and other mechanisms for increasing staff participation in decision-making, as well as several large-scale customer functions around the country where the new client structure was outlined and Empowerment partners introduced.

The internal/customer focus was followed by a media 'round-table' event and interviews with selected journalists aimed at establishing client credentials. An ongoing media strategy is in place to position client as a significant player in the region, and further research is planned to measure the success of internal and external communication initiatives.