The Department of Planning, Industry & Environment sustainability branch asked Future Focus to help develop a content plan that could be used across their website and advertising campaigns.

We helped them segment their target audience and developed a communication strategy that would drive specific actions from each of these audience groups.

We conducted a series of interviews and commissioned research into consumer behaviour. The study identified several audience groups with different motivators. We developed customer personas that represented each audience group and a communications strategy to target those personas.

This ongoing piece of work has enabled The Department of Planning, Industry & Environment sustainability branch to better understand the people they are talking to, the type of content they need to be served and the actions they are most likely to take.