cLIENT CASE STUDy

Rock and Recovery

Rock and Recovery™ is a dedicated community that provides support and resources for individuals facing addiction, trauma, and mental health challenges. This organization fosters self-motivation, encourages the sharing of valuable information, and offers a personal haven of serenity both through our on-air programming and online platforms.

80+ Survey Listener Insights

Listener Personas & Recommendations

Enhancing Brand Appeal: Rock and Recovery

The Challenge

 Conway Marketing Group, a renowned marketing agency, was recently approached by Rock & Recovery, a prominent brand, to conduct a comprehensive audit of their existing audience intelligence. The agency’s scope of work extended to performing in-depth market research and deriving actionable insights and recommendations for the brand’s positioning, messaging, and content marketing strategies.

Moreover, the study aimed to create 3-5 custom avatars, each meticulously representing different segments of the target audience. This holistic approach ensures that the brand’s marketing efforts are tailored to resonate with diverse audience groups, ultimately driving impactful engagement and brand affinity.

Services

Branding Strategy

Research & Insights

Persona Targeting

Web Analytics Analysis

DELIVERABLES & ACTIVITIES

What We Delivered

  • Existing Data Audit: The first step involved investigating and reviewing existing audience intelligence. Multiple sources were explored, including contact databases, past market research reports, customer surveys, and the response data from previous marketing campaigns such as email, website, and social media engagements. Additionally, the analysis focused on evaluating the effectiveness of the brand’s existing messaging.
  • New Market Research: To identify gaps in current brand messaging and positioning, new market research was conducted. The research explored spaces that overlapped with the Rock & Recovery audience. The aim was to gain insights into the target audience’s demographics, behavioral trends, and levels of past engagement with the brand.
  • Internal & External Stakeholder Interviews: Recognizing the unique privacy needs of the Rock & Recovery audience, Conway Marketing Group proposed conducting confidential interviews with key internal stakeholders within the brand and external stakeholders such as listeners and supporters. These interviews aimed to gather insights about the perception of the Rock & Recovery brand and its alignment with the target audience’s expectations.
  • Full Intelligence Report and Custom Avatars: CMG developed a comprehensive intelligence report based on research findings. The report included research insights and actionable recommendations to inform the brand’s strategies. The study led to the creation of 3-5 custom avatars representing different segments of the Rock & Recovery audience, enabling more effective marketing efforts.

OUR IMPACT

The Results

Conway Marketing Group successfully conducted an existing data audit and market research study for Rock & Recovery. The study provided valuable insights into the target audience, resulting in a comprehensive intelligence report and the development of 3-5 custom avatars. The actionable recommendations enabled the brand to refine its positioning, messaging, and content marketing strategies, enhancing its connection with the audience and supporting the brand’s growth and impact within the mental health recovery space.

4

Targeting Tactics

6

Personas

10+

Recomendations

We were in the daunting process of rebranding the Rock and Recovery non-profit brand and knew we needed strategic guidance from a branding expert. Conway Marketing Group’s meticulous brand audit and market research significantly enhanced our understanding of our audience. Their actionable recommendations and detailed intelligence report transformed our brand’s positioning and messaging strategies. Notably, their ability to develop relevant and detailed personas helped us communicate effectively, allocate our resources wisely, and create a brand that truly resonates with our intended audience. We highly recommend Conway Marketing Group for their strategic and impactful contributions.

Tommy Bruno

General Manager, The Summit FM

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