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Suncorp Communication Studies

817 Words4 Pages

The key message the Suncorp wanted to deliver to the community was that Suncorp had committed to health and wellbeing. As the research showed above, the participants did not see the relevant between banking and taking care about health and wellbeing, so the key message should help to solve this misunderstanding. In addition, to prove Suncorp’s message, a mechanism to support participants, listen to their stories and help them achieve their goals was created. To the wider public, the message was delivered by creating an opportunity to publicise Suncorp’s sponsorships and genuine commitment to health and wellbeing. And so those two were two strategies, describing the vital methods to achieve the goal and being the foundation which leaded to success. …show more content…

Besides, research showed the incidental reach 30% B2Bparticipants, and 20% at SRT. Next, objective 2 reached 4,816,090 Australians in NSW and QLD via traditional media. An online community of over 4,500 was built via social media and the campaign reached 3,176,896 Australian’s via Facebook. The blog reached 5,943. 96% of coverage included Suncorp branding – reinforcing the brand alignment. Objective 3 achieved all coverage included one key message, 80% included two. Post campaign research showed 79% of B2B participants said they agreed Suncorp actively supported health and wellbeing (62% up on 2012); and 79% of B2B participants agreed the sponsorship was evidence Suncorp supported the community (54% up on 2012). In conclusion, the campaign had …show more content…

The registration was done on Facebook, which gave a database of participant information and a real understanding of their motivations. In order to drive participation, Suncorp implemented targeted advertising (Facebook) and manual growth strategies (Instagram and Twitter) – following and engaging people using event hashtag. Suncorp also tried to connect participants, engage in two-way conversation by creating Instagram and Twitter communities. Social media informed the runPositive campaign in a unique way. The influx of incredible personal stories made surprise and Suncorp upped the volume of media relations mid-campaign to ensure maximum exposure. The campaign showed social could be used as a powerful tactic to inform traditional media and a larger portion of the budget was set aside for media

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