The introduction of the National Disability Insurance Scheme (NDIS) gives customers more choice and control over how, when and where their supports are provided. This is leading to increased competition as new commercial providers enter the sector attracted by the freshly funded individual.
To navigate this change and be well-positioned for the future, organisations need to adopt a more commercial, market-led approach which places the customer at the centre. Our role was to help improve all facets of Moira branding and marketing, putting them in a position of strength moving forward.
‘Working in tandem’
Continuing to achieve success under the new NDIS requires a better understanding of customers than ever before. Service offerings need to be improved and carefully redesigned to actually meet customer needs, rather than simply deliver on pre-determined outcomes. This requires new marketing and business development skills which many simply haven’t had.
Our work with Moira extended across brand, language, illustration and an entirely new digital platform which resulted in a restructure and improved presentation of services. We introduced a more conversational, helpful tone of voice — moving it away from the ‘corporate’ and better aligning it with employee behaviours.
Employee brand engagement
Good branding doesn’t just have external influence. Employees who ‘believe’ in their brand can better influence organisational culture and often demonstrate improved job satisfaction. At Moira, we’ve created internal engagement materials to encourage cultural change and to support the transition of the organisation. An extensive toolkit of brand elements and ongoing support has helped their in-house marketing team develop a unique voice, work independently and be better equipped to not only manage, but thrive on social and other digital platforms.
Strategy, brand identity refresh, website design and development, illustration, publication design, production management