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Serving the motoring and insurance related needs of South Australians.

Content Analysis / Content Audit / Content Strategy / Professional Services

Objective

RAA reached out to Brandalism in order to conduct an in-depth content audit that spanned across the business’ entire suite of product and service departments. Based on the content audit, Brandalism was then asked to and develop an ongoing content strategy that would transform many aspects of RAA’s communication strategy, including shifting the focus from a traditionally print-first business to digital. We worked closely with several internal departments, conducting workshops, quantitative and qualitative reviews, brainstorm sessions and governance reports to ensure that all areas of the business were strategically considered.

What we did

Brandalism’s content audit and strategy started by evaluating the business’ objectives by conducting exploration sessions with eight different departments, reviewing stakeholder reports, assessing costs of print to business and interviewing top-level members of management. We evaluated audience needs by surveying members, and blind-surveying SA residents. Based on this we created a content marketing strategy that guided the creation, delivery, and governance of all content produced by RAA. It also aimed to guide RAA on the internal structure of the company to ensure the ongoing success of the strategy.

Alignment
of major stakeholders
Collated
consumer insights
Extensive
digital-led Strategy
Execution
of web content
Royal Automobile Association of SA – Content Audit
Royal Automobile Association of SA – Content Audit
Amanda Trainor - Senior Manager Corporate Communications & Content

“RAA chose to partner with Brandalism to conduct a content audit and create a content strategy that would transform many aspects of RAA’s communication strategy, including shifting the focus from print to digital. We were impressed by Brandalism’s extremely methodical and strategic response to the brief and we’re thrilled to see that this was carried through into the work they provided. They’re very obviously a passionate and experienced team and this is reflected in the high-quality of their work and attention to detail. Brandalism went over and above to deliver RAA with a strategy that they believed to be the very best approach for the business – not only current state but also for the future state. They met with relevant departments across the business and have continued to follow up with key members of staff and guide them through the implementation of the new strategy”.

Amanda Trainor - Senior Manager Corporate Communications & Content

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