SunCable's strategic communication and marketing support

 

Client

SunCable

Service

Strategic communication and marketing

Stakeholder research and analysis

True North Strategic Communication was engaged by world-leading Australian renewable energy company SunCable to provide strategic guidance during its rebranding exercise.

SunCable has undergone significant governance and structural changes since its inception in 2018 and this presented a unique opportunity to reframe the company and project in the eyes of governments, stakeholders, investors and members of the Northern Territory community.

 True North delivered 4 work streams as part of this scope of work:

  1. A gap analysis to assess existing communication materials, identify stakeholder considerations and engagement barriers and make recommendations for improvements.

  2. Stakeholder mapping with detailed analysis of all levels of government, industry bodies, community organisations and the general public.

  3. A comprehensive communication and engagement strategy to realign the approach with the revised objectives of the AAPowerLink project and broader organisational strategy. This included developing a master narrative and key messages to clearly articulate the complexities of the project in a way that is accessible to a variety of stakeholders.

  4. A marketing strategy with marketing personas to identify and analyse SunCable’s stakeholder needs and expectations. The strategy aligned with learnings from the stakeholder analysis and also recommended an innovative program of marketing activities to promote the project and the organisation’s values.

At the completion of the 4 work streams True North developed a high level framework to clearly articulate the role of each strategy in line with the company’s objectives to aid a seamless integration and implementation process.

Testimonial

SunCable engaged True North Strategic Communication to deliver a suite of communications and marketing materials to support the company's recent rebranding and upcoming development milestones. This included a gap analysis of SunCable's existing plans and strategies, a stakeholder analysis, a communications and engagements strategy, and a marketing strategy.

 The project, led by Claire Punch, benefited from True North's depth of knowledge of infrastructure projects in the Territory, and from Claire's wealth of local experience and deep understanding of the stakeholder landscape. By leveraging these assets, True North supplied tactical and strategic deliverables which considered ease of implementation, compatibility with SunCable's existing software, strategic value, and phasing with AAPowerLink's development pathway.

The documents were prepared with longevity in mind and are expected to remain applicable and to retain value for years to come.

Erin Richardson, Advisor - Extrernal Affairs

 
 

Outcomes

  • Conducted an analysis of communication materials to identify gaps and gain a clearer understanding of brand positioning
  • Repositioned SunCable in line with its renewed strategic vision and increased awareness of the company
  • Completed extensive stakeholder mapping and analysed the environmental, social and political context
  • Repositioned communication, engagement and marketing materials to align with SunCable’s updated project scope and timeline.
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