Independent Stevedoring’s Recruitment Campaign
December 15, 2021
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May 11, 2022
NEWS / EVENTS
SPOTLIGHT ON… TAURANGA BUSINESS CHAMBER
Tauranga Business Chamber was looking to partner with a local Bay of Plenty agency to help them undertake a brand strategy process, rebrand the organisation and continue to support them with the rollout for the next 12 months.
PROCESS:
The main challenges the Chamber faced (which prompted this rebrand) was twofold: It had an inconsistent presence in the market, with sub-brands that operated in isolation, that was hindering the team from effectively telling its story and while it had strong brand recognition, it lacked understanding and impact – people knew of the Chamber, but didn’t know what it did.
SOLUTION:
We worked with the team to review their business strategy and research they had undertaken with members. Using this as the baseline, we then had two brand workshop sessions to dig deeper.
From this the core direction became clear: The Chamber was a business companion and hub for business owners in the Bay wanting to integrate themselves into the local community. While the Chamber’s services were vast, understanding the ‘why’ helped consolidate and clarify their position in market. From the brand development process, we gave their brand a visual identity overhaul to better suit their direction, giving the brand an energy and passion that the team had, but was lacking in their brand presence.
RESULTS:
The Chamber launched their new brand at the start of April 2022 with an intimate event for their VIPs (stakeholders, sponsors, members etc). The feedback has been resoundingly positive from their members, who love the new vibrancy and energy that comes with the brand. It’s also helped them better refine their communications to ensure people know the breadth and depth of the organisation’s services – and in just a month, the Chamber has seen a significant influx in new members and existing member engagement.Project Lead: Tim Paton and Clare Matthews
Creative: Hone Tutua
Client: Matt Cowley, Anne Pankhurst, Craig Purcell, Jenni Hurn, Laura Boucher and Roz Irwin