Jobs for NSW | Ruby Cha Cha

Jobs for NSW

NPS Medicinewise Brand Architecture
July 7, 2017

Jobs for NSW

THE CONTEXT

Understand the motivators and tensions of Jobs for NSW’s multiple audiences, which include: finance, law, professional services and accounting firms; accelerator and incubator programs; small and medium business owners. Develop tactics for engaging these audiences.

Benchmark and track performance with these audiences, and general population.

THE CHALLENGE

Jobs for NSW was a relatively new organization that needed to understand how it was seen in market, and how it could best engage with its different target audiences.

It also needed to establish relevant business benchmarks, and track its performance against these benchmarks over time.

THE JOURNEY

Qual: Internal stakeholder interviews, in depth interviews with target audiences and focus groups with small and medium business owners.

Quant: Online and telephone surveys with target audiences and general population.

THE RESULTS

Direction on how to best leverage interest with different target audiences, and where the real opportunities lay.

Strong metrics by which to measure organization’s performance, utilized in ongoing board meetings.

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.