A case study with Heart Research Institute Australia
Heart Research Institute (HRI) is a medical research institute which is highly reliant on fundraising. However, donations are currently in decline due to various factors. Strategic focus was required to drive brand awareness and cut through in this segment.
There is a brand challenge to overcome confusion with other institutions and prevent misattribution of funds.
To audit the HRI brand and define what HRI stands for.
To identify a clear brand story to drive core segment growth.
To create consistent communication of the HRI story.
To identify a USP to differentiate from other MRI’s and ‘For Purpose’ organisations.
To develop an organisation-wide, solid, brand strategy.
Qualitative interviews with internal and external stakeholders.
Quantitative online surveys with donors.
Brand workshops.
Development of strategic plan
A new HRI brand strategy with overarching brand proposition, a clear USP, elevator pitches and brand manifesto.
Insights to propel HRI brand forwards and clarity on where the brand can move to into the future
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