Objective:

• To explore and find consensus in a unifying objective and accompanying Scottish strategy to help to reduce parental drinking in the home/around children

Approach:

• Day-long workshop session with all relevant stakeholders: charity, academic, advertising, Government (Marketing and Policy). Use of behavioural economics/Behaviour Change model to filter and apply insights and actions

Outcome:

• Agreement on key communications approach, target audience and messages for future Scotland-wide campaign

Objective:

• To develop research findings into core strategy territory for the proposed new channel by utilising insights, benefits, RTB and USP elements: delivered overall strategic positioning linked with example/reflective programming content

Approach:

• Day-long workshop session with senior Heads of BBC Scotland as result of initial research findings on existing response to BBC Scotland programming/prognosis for a new channel
• Second session with internal senior channel team to create and refine the broad territories to test amongst audiences to ultimately deliver the richest and most credible positioning for the new channel

Outcome:

Key insight identified and template positioning strategy devised, in alignment with content and audience focus

Objective:

• Creation and development of a new strategy based on a desire for greater customer focus and relevance

Approach:

• Day-long workshop with Executive Leadership team and use of existing research to enable relevant insights and benefits to be linked with core USP/goals

Outcome:

• A new, emotionally motivating, strategy reflecting mutuality of company and customers

Objective

To consider previous research to reflect on possible portfolio opportunities and market trends

Approach:

Desk research/literature review of years’ of research projects – quantitative and qualitative – to draw out key findings, insights, trends and key brand strengths for future new product development