PUBLIC SECTOR: NATIONAL OCEANIC & ATMOSPHERIC ADMINISTRATION: BRAND DEVELOPMENT
| Industry: | Public Sector
| | Client: | The National Oceanic & Atmospheric Assocation (NOAA) is a federal agency that focuses on the condition of the oceans and the atmosphere. It plays several distinct roles within the Department of Commerce, including as a supplier of environmental information products, a provider of environmental stewardship services, and as a leader in applied scientific research.
| | Challenge: | NOAA is well known for its weather radio. However, few people were aware that the organization also works to protect ocean mammals, such as whales and porpoises, and the nation's fishing resources. NOAA would be more effective if the public had greater awareness of its efforts.
| Intervention:
| NOAA's goal was to increase awareness and recognition for its aquatic resource protection. The Wellesley Hills Group consultant worked with the client and: - Conducted a communications audit
- Discovered that the people most attached to our nations' oceans, commercial and recreational fishermen, had little awareness of NOAA's role in protecting the resources so important to them
- Developed a host of communications from NOAA to the fishing population that described how they could make a positive impact on the environment
- Organized a host of outreach activities to add an additional layer to the marketing activity and localize the effort
| | Results: | The brand development project: - Provided the clarity and messaging NOAA needed to communicate with the marketplace
- Established NOAA as the leading governmental agency in aquatic resource protection
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Client Comment "The brand campaign was right on target and produced better then expected results."
- Daniel D'Ambruoso, NOAA
