The South Australian RSL enlists kwp! Adelaide to examine and improve its brand perception
kwp! Advertising will assist the South Australian Returned & Services League (RSL) in a brand review to examine and improve current community understandings about the organisation. The partnership follows concerns from the RSL that many people are simply under informed about all the organisation's activities and initiatives, and that this is leading to a decline in membership.
John Baker, joint managing director of kwp!, says the first step will be to research current perceptions.
Says Baker: "We'll be talking to a broad cross-section of people, from the general public to current Australian Defence Force (ADF) staff through to leaders at the government level, to see what they do and don't understand about the RSL.
"Based on preliminary discussions, I expect we'll find a number of areas where public awareness could be improved, such as around the RSL's provision of practical support for currently active ADF personnel, or its significant lobbying activity.
"Once we've identified the biggest misperceptions, we will be looking at
ways we can challenge these through media, advertising and public
engagement."
New RSL state president brigadier Tim Hanna says, while there are some changes that need to be made at the operational level, there's plenty that can be improved just by better communication.
Says Hanna: "We need to define our messages and then design a campaign which will be effective in dispelling stereotypes and informing a wide audience.
"We can't keep taking it for granted that the community and government will support us, and that ADF personnel will keep taking up membership, if we don't keep ourselves relevant and communicative.
"We need to ensure no one thinks we're just a bunch of old blokes who get together for a beer on Anzac Day."
New RSL state president brigadier Tim Hanna says, while there are some changes that need to be made at the operational level, there's plenty that can be improved just by better communication.
Says Hanna: "We need to define our messages and then design a campaign which will be effective in dispelling stereotypes and informing a wide audience.
"We can't keep taking it for granted that the community and government will support us, and that ADF personnel will keep taking up membership, if we don't keep ourselves relevant and communicative.
"We need to ensure no one thinks we're just a bunch of old blokes who get together for a beer on Anzac Day."
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