brand health monitor sep 2013
TRANSCRIPT
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C olmar Brunton 2013 1RESIDENTS BRAND HEALTH & VALUES SURVEY
Residents Brand Health &
Values Survey
PRESENTATAION - September 2013
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C olmar Brunton 2013 2RESIDENTS BRAND HEALTH & VALUES SURVEY
Sample & Methodology
2013 2012
Respondent numbers Total n=3,041n=3,034 onlinen=7 telephone
Total n=3,009n=3,006 onlinen=3 telephone
Average length 1716min 1851min
Response rate 21% 20%
Margin of error (95%C.I.)
+/- 1.8% +/- 2.0%
Fieldwork 14th
J une 16th
J uly2013 29th
J une 16th
J uly2012
Quotas were set by age, gender, ethnicity and Local Board Area to reflect the profile of the Aucklandpopulation aged 15 years and older
The data was weighted by age, gender and ethnicity Census 2006 statistics of the Auckland region
%
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C olmar Brunton 2013 3RESIDENTS BRAND HEALTH & VALUES SURVEY
Awareness
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C olmar Brunton 2013 4RESIDENTS BRAND HEALTH & VALUES SURVEY
First we look at spontaneous and
prompted awareness of the Auckland
Council logo and residents levels of
association with the pohutukawa logo
and CCOs
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C olmar Brunton 2013 5RESIDENTS BRAND HEALTH & VALUES SURVEY
Assoc iation of the pohutukawa logo with Auckland Council is getting significantlystronger each year
Unprompted association withthe pohutukawa logo and
Auckland Council*
Prompted association with thepohutukawa logo and
Auckland Council
24%
2011
Summ
ary
ofLogo
Association
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q6: Which organisation(s) do you associate with the following group of logos?* Includes all mentions of Auckland C ouncil/CouncilQ8: Which of the following organisations, if any, do you assoc iate with this logo?
36% 42%
2012 2013
Sig. > vs. previous yearSig. < vs. previous year
60% 74% 77%
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C olmar Brunton 2013 6RESIDENTS BRAND HEALTH & VALUES SURVEY
Aucklanders are significantly more likely to spontaneously connect the pohutukawa logowith Auckland Council
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q6: Which organisation(s) do you assoc iate with the following groupof logos?
42%
25%
5%
2%
2%
2%
1%
1%
1%
1%
15%
36%
24%
5%
3%
2%
1%
2%
2%
1%
1%
18%
24%
28%
2%
4%
33%
2013
2012
2011
Auckland Council/Council
Auckland City Council/C ity Council/ACC
Auckland C ity
Libraries - Auckland City/Council libraries
Auckland Regional Council (ARC)
Watercare - Auckland Watercare
Enterprise North Shore/North Shore C ity Council
Auckland Super City
Parks/Reserves - Auckland/Auckland RegionalCouncil parks/reserves
Auckland
Don't know
Unprompted awareness of pohutukawa logo
Sig. > vs. 2012Sig. < vs. 2012
Total assoc iationwith council*
74%(68% in 2012)
*Total Association with councilrefers to the combined total
of respondents who said Auckland Council/Council;Auckland C ity Council/City Council; Auckland C ity ,Auckland Super City or Auckland Regional Council
Unprom
pted
Awa
reness
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When prompted, more than 3 in 4 residents assoc iate the pohutukawa logo with AucklandCouncil. They are also more likely to connect Regional Facilities Auckland and ATEED with
the logo than they were in 2012
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q8: Which of the following organisations, if any, do you assoc iate with this logo?
77%
15%
12%
10%
10%
8%
7%
7%
1%
2%
7%
74%
16%
10%
12%
8%
9%
8%
6%
2%
2%
9%
60%
15%
6%
5%
4%
9%
2%
3%
3%
17%
2013
2012
2011
Auckland Council
Watercare
Regional Fac ilities Auckland
Auckland Council Property
Auckland Tourism, Events andEconomic Development
(ATEED)
Waterfront Auckland
Auckland Transport
Auckland Council Investments
None of the aboveorganisations
Other organisations
Dont know
Prompted association with pohutukawa logo and CCOs
Sig. > vs. 2012Sig. < vs. 2012
Promp
ted
Assoc
iation
Residents who do not make theassociation between the pohutukawalogo and Auckland Council are morelikely to assoc iate the logo with water
companies (Waterfront Auckland andWatercare). They are a lso more likely tobe aged 60+ and do not pay rates or
vote
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Awareness of all the various CCOs is increasing significantly over time
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q7: Which of the following organisations have you heard of, if any?
96%
92%
89%
44%
42%
22%
19%
9%
1%
96%
87%
82%
40%
30%
18%
17%
7%
1%
91%
80%
81%
36%
22%
13%
12%
6%
1%
2013
2012
2011
Auckland Council
Auckland Transport
Watercare
Waterfront Auckland
Auckland Tourism, Events andEconomic Development
(ATEED)
Regional Facilities Auckland
Auckland Council Property
Auckland Council Investments
Have not heard of any ofthese organisations
Awareness of CCOs
Sig. > vs. 2012Sig. < vs. 2012
Prompted
AwarenessofCCOs
South Aucklanders are less likely to have heardof Auckland Council butmore likely to be
aware of individual CCOs
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There is a low level of connection with Waterfront related sub-brands only one in fiveassoc iate them with council, and no one makes the assoc iation with Waterfront
Auckland
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q1: Which organisation(s) do you associate with the following group oflogos?
12%
11%
8%
6%
6%
5%
3%
3%
3%
3%
2%
2%
0%
41%
13%
9%
5%
8%
5%
7%
3%
5%
4%
1%
1%
1%
2%
45%
5%
9%
4%
9%
7%
6%
2%
6%
2%
6%
58%
2013
2012
2011
Boating/sailing - marinas/yacht clubs
Auckland Council/Council
Restaurants/bars/cafes/accommodation
Auckland City Council/C ity Council
Viaduct Harbour
Auckland harbour/waterfront/port/wharf
Ports of Auckland
Westhaven Marina
Marine industry - shipping/water-basedbusinesses (incl. ferries)/fishing
Business enterprises/companies (private/public)
Wynyard Quarter
Auckland City
Waterfront Auckland
Dont know
Waterfront Related logosTotal assoc iation
with council19%
(18% in 2012)
*Total Association with councilrefers to the combined
total of respondents who said Auckland Council/Council;Auckland C ity Counc il/C ity Council; Auckland City ,Auckland Super City or Auckland Regional Council
Sig. > vs. 2012Sig. < vs. 2012
Pro
mpted
Asso
ciation
ofC
CO
sub
brands
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Auckland Airport
Auckland Council/council
Ports of Auckland
Auckland City council/City council/ACC
Film industry (unspecified)
Marine industry
Air New Zealand
Auckland Film Studios
Public transport companies
Sea/air travel
Freight companies
NZ Govt./state owned enterprise
Auckland harbour/waterfront
Travel
Don't know
There has been no change in awareness of Investment related sub-brands 1 in 4residents connect them with Auckland Council
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q2: Which organisation(s) do you associate with the following group oflogos?
22%
14%
12%
8%
4%
4%
4%
3%
3%
3%
3%
3%
3%
3%
30%
25%
13%
13%
10%
5%
2%
3%
4%
3%
2%
3%
3%
3%
1%
31%
24%
8%
16%
11%
4%
2%
6%
2%
2%
43%
2013
2012
2011
Auckland Council Investments RelatedTotal association
with council25%
(25% in 2012)
*Total Association with councilrefers to the combined total
of respondents who said Auckland Council/Council;Auckland C ity Counc il/C ity Council; Auckland City ,Auckland Super City or Auckland Regional Council
Sig. > vs. 2012Sig. < vs. 2012
Pro
mpted
Asso
ciation
ofC
CO
sub
brands
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The redesign of Auckland Transports sub brand logos has clarified the connection withAuckland Transport, and the services they provide to Auckland residents
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)Q3: Which organisation(s) do you associate with the following group oflogos?
33%
23%
16%
7%
7%
7%
4%
5%
4%
3%
3%
13%
18%
26%
22%
7%
6%
6%
5%
4%
13%
2%
2%
13%
15%
23%
19%
4%
6%
6%
6%
3%
16%
2%
22%
2013
2012
2011
Auckland Transport
Buses - bus companies/bus transport
Public transport/transport/transport companies
HOP/ integrated ticketing system/Snapper
Rail transport
Auckland Council/Council
Auckland C ity Council/C ity Council
City Circuit/Link
MAXX
Travel
TravelWise/school safety/walking bus
Dont know
Auckland Transport Related
Total associationwith council
12%(12% in 2012)
*Total Association with councilrefers to the combined total
of respondents who said Auckland Council/Council;Auckland C ity Council/City Council; Auckland C ity ,Auckland Super City or Auckland Regional Council
Sig. > vs. 2012Sig. < vs. 2012
Pro
mpted
Asso
ciation
ofC
CO
sub
brands
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Residents are more likely to associate Auckland Council with RFA sub-brands over time
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
Q5: Which organisation(s) do you assoc iate with the following groupof logos?
21%
14%
12%
7%
7%
6%
5%
5%
4%
4%
4%
25%
19%
14%
12%
8%
7%
7%
6%
5%
5%
4%
4%
24%
15%
11%
14%
5%
10%
5%
2%
0%
6%
7%
3%
34%
2013
2012
2011
Auckland Council/C ouncil
Auckland Zoo
Auckland City Council/City Council
Sports/sports events/sportsorganisations/associations
Entertainment/Auckland entertainment
Auckland Art Gallery
Venues incl. Aotea Centre/Civic Theatre/TownHall/The Cloud/conferences/conventions
Activities/attractions/general leisure/recreations
Mt. Smart Stadium
Events/Auckland events/festivals/cultural/ethnicfestivals
Arts/culture/Auc kland Arts groups/ArtsFoundation
Dont know
Regional Faciliti es Auckland RelatedTotal association
with council36%
(35% in 2012)
*Total Association with councilrefers to the combined total of
respondents who said Auckland Council/Council; Auckland CityCouncil/City Council; Auckland C ity , Auckland Super City orAuckland Regional Council
Sig. > vs. 2012Sig. < vs. 2012
Prompted
Asso
ciation
ofC
CO
sub
brands
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Although the association between CCOs and Auckland Council remains stable for all CCOs(apart from ATEED), significantly more mentions of Auckland C ounc il itself vs. legacy brands like
Auckland City Council, Super City indicate greater brand clarity
ATEED related
Regional Facilities Auckland related
Auckland Council Investments related
Waterfront related
Auc kland Transport related
% associate CCO sub brands with Auckland Council
Base: 2013 (n=3034); 2012 (n=3006)
Q1-6: Which organisation(s) do you associate with the following group of logos?
*Total Association with council refers to the combined
total of respondents who said Auckland Council/Council;Auckland City Council/City Council; Auckland City ,
Auckland Super City or Auckland Regional CouncilPrompted
Asso
ciation
ofC
CO
sub
brands
45%
36%
25%
19%
12%
33%
35%
25%
18%
12%
2013 2012
Sig. > vs. 2012
Sig. < vs. 2012
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Awareness and
perceived value ofcouncil services
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Next we consider which essential
services most enhance and
improve residents lives and
whether they know they are
delivered by Auckland Council
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Overall, residents are spontaneously aware of an average of 3.6 services that councilprovides
57%
38%
31%
31%
29%
21%
20%
15%
13%
10%
9%
8%
6%
7%
17%
59%
39%
25%
31%
28%
22%
16%
18%
12%
8%
12%
10%
7%
9%
21%
2013
2012
Rubbish and recycling
Maintaining parks and reserves/heritage sites
Infrastructure building and repair (including roads)
Water and waste water treatment
Planning transport options across the c ity
Maintaining the network of libraries ac ross the region
Promoting Auckland via cultural and sporting events
Providing public swimming pools and recreationcentres/Community ha lls/centres
Administering building regulations. This includes buildingconsents
Clean streets / streets cleaning/ beautification
Providing and managing arts centres & galleries /Theatre/Museum/Aotea centre/Town hall
Controlling dogs and other animals
Don't know
None/nothing
Other
Base: 2013 (n=3041); 2012 (n=1,485);Q17: What services do you know of that Auckland Counc il delivers to residents?
Sig. > vs. 2012Sig. < vs. 2012
Unprompted
Services
Unprompted Awareness of Auckland Council services
Average number of services
aware of
3.7 3.6
2012 2013
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Better transport options around the city remains the most important service that willimprove residents lives
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q19: Which o f these essential services delivered by Auckland C ounc il is most important to enhance and improve your life?
Sig. >vs. 2012Sig.
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Maintaining Aucklands open spaces such as parks and beaches are the most importantnon essential services that council provides residents
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q21: Which of these services delivered by Auckland Council is most important to enhance and improve your life?
Sig. >vs. 2012Sig.
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Residents are becoming more aware of the services that council provides, and most knowthat council is responsible for the things that matter most
% aware Auckland Council service
2013 2012
Rubbish and recycling 92% (+5) 87%
Managing council properties 91% (+8) 83%
Planning transport options across the c ity 88% (+4) 84%
Planning for the overall future of the Region 87% (0) 87%
Administering building regulations 87% (+3) 84%
Managing council investments 83% (+8) 75%
Controlling dogs and other animals 80% (+2) 78%
Noise control 80% (+5) 75%
Water and waste water treatment 79% (+8) 71%
Liquor and food outlet licensing 78% (+3) 75%
Managing economic prosperity of region 68% (+8) 60%
*NB: Question wording changed in 2013 from Please select whether you think it isprov ided by Auc k land C ounc i l to Please select whether you think it isAuck landCo unc ils respon sibi l ityBase: 2013 (n=3041); 2012 (n=3009)Q18: Auckland Counc il has a responsibility to deliver essential services to Auc kland residents. For each service, p lease select whether you think it is AucklandCounc ils responsibility or somebody e lse.
Top 3essential
services toenhance &improve life
Sig. >vs. 2012Sig.
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% aware Auckland Council service
2013 2012
Maintaining parks and public area 95% (+3) 92%
Maintaining regional parks and beaches 92% (+3) 89%
Maintaining the network of libraries acrossthe region
90% (-1) 91%
Providing public swimming pools andrecreation centres
86% (+1) 85%
Managing graffiti removal and prevention 79% (+7) 72%
Maintaining community halls and centres 78% (+4) 74%
Providing facilities to promote arts, culturaland sporting events across the region
73% (0) 73%
Opening up the waterfront 72% (+1) 71%
Protec ting our cultural and historicalheritage
70% (+3) 67%
Attrac ting and p lanning major events forAuckland
68% (0) 68%
xxx
*NB: Question wording changed in 2013 from Please select whether you think it isprov ide d by Auck land Counc i l to Please select whether you think it isAuck landCo unc ils resp on sibi l ityBase: 2013 (n=3041); 2012 (n=3009)Q20: In add ition to providing essential services, counc il also has a range of otherfunctions. For each service, please select whether you think it is Auckland C ounc ilsresponsibility or somebody else.
Other functions performed by Council
Top 3non-essential
services toenhance &improve life
P
rompted
Se
rvices:Oth
erFunctions
Sig. >vs. 2012Sig.
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Councils Visionand Values
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This section looks at how well people
understand the vision for the region,and whether Auckland Council is
perceived to be delivering on its core
values
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65% 2013
Two in three residents are now aware of the Mayors Vision to become the Worlds MostLiveable C ity
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)Q10: The Mayor and Council's vision is for Auckland to be the world's most liveable c ity. Before now, had you hea rd of this?* Source: Economist Intelligence G loba l Liveability Report 2012
Sig. >vs. previous yearSig.
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Base: 2013 (n=3041)Q11. In your opinion, what things do you think Auckland needs to focus on to create the worlds most liveable city?
61%
52%
44%
32%
19%
19%
15%
11%
10%
8%
6%
5%
3%
4%
1%
Improved public transport
Reduce traffic congestion
More affordable and quality housing
Reduced crime
Improved roads, cycle ways and paths
Better quality of jobs or educa tion
Better natural environment c leaner water, air and beac hes
Improved public spaces e.g. beac hes, parks, reserves
More attrac tions, events or things to see and do
Cleaner streets and footpa ths
Better access to Auckland's waterfront and waterways
Better buildings and structures
Greater support for cultural events
Other
Don't know
The top three things Auckland can work on, in order to become the worlds most liveablecity are improved public transport and reducing traffic congestion, and more affordable
housing
Co
uncilsVal
ues
Key Priority Areas to become The Worlds Most Liveable City
Although a direct comparison with2012 is not possible, public transport,
affordable housing and reducedcrime were the key priority areas
mentioned in 2012
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14%
12%
19%
10%
12%
10%
21%
26%
19%
35%
34%
33%
15%
13%
16%
4%
2%
4%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
9%
5%
8%
8%
17%
17%
39%
36%
21%
28%
5%
5%
Although residents are finding it easier to interac t with council, residents are less likely toagree council has a can do attitude
Sig. >vs. 2012Sig.
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9%
8%
18%
19%
28%
29%
31%
31%
11%
11%
2%
2%
10%
6%
15%
21%
24%
18%
27%
27%
22%
29%
26%
26%
12%
12%
14%
3%
4%
5%
Sig. >vs. 2012Sig.
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10%
7%
15%
7%
7%
6%
16%
19%
13%
40%
40%
36%
22%
22%
24%
5%
5%
6%
Around one in four residents agree that council is delivering on its Value of Respect
Sig. >vs. 2012
Sig.
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10% 9% 19% 35% 22% 5%
Total AgreeTotal Disagree
2013
7%
4%
10%
12%
11%
8%
22%
22%
16%
34%
39%
38%
20%
20%
20%
5%
4%
8%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
More than one in five residents feel that council values them or provides opportunities forresidents to engage with council
*2013 respondents asked to rate all statements, 2012 respondents asked to rate 11
Base: 2013 (N=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?
2012
2011
Valuing and including allAuckland citizens
Total Disagree Total Agree
Inclusive
Ensuring all Aucklanderscan interact with council
and access its services
2013
Sig. >vs. 2012
Sig.
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Environmental awarenessand sustainability
Auckland Council is seen to have passion and pride for the region, however residentswould like to see council become more environmentally sustainable
*2013 respondents asked to rate all statements, 2012 respondents asked to rate 11
Base range: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?
5%
4%
6%
5%
4%
3%
11%
14%
10%
34%
31%
30%
34%
39%
39%
10%
8%
12%
2013
2011
Showing passion and pridein Auckland
Total AgreeTotal Disagree
Pride
6%
4%
11%
6%
4%
3%
15%
15%
12%
38%
39%
38%
28%
32%
29%
7%
7%
7%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
Looking after the natural
environment for futuregenerations
Total AgreeTotal Disagree
Sig. >vs. 2012
Sig.
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6%
4%
10%
7%
7%
5%
17%
19%
12%
33%
35%
28%
28%
30%
37%
7%
6%
9%
One in three residents agree that Auckland C ouncil is delivering on its value ofInnovation by looking for better ways to do things, and having a clear sense of
direc tion how to get there
2012
2011
Looking for better waysto do things
Total Disagree Total AgreeInnovation
Having a clear vision forthe future
7%
5%
9%
7%
18%
19%
33%
36%
27%
26%
7%
6%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
Total Disagree Total Agree
*2013 respondents asked to rate all statements, 2012 respondents asked to rate 11
Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland C ounc il is?
Question not asked in 2011
2013
2012
2011
2013
Sig. >vs. 2012
Sig.
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Residents from different ethnic groups, age and local board area have opposing views ofcouncil and how well they are delivering on their core Values
NZ European orMori residents Mori residents are significantly less
satisfied with Counc ils Values of respect,inclusive and pride
Ratepayers espec ially those who pay bothresidential and business rates
Older residents aged 50+
Those living in South Auckland Residents who are unaware of the services that
Council provides
Asian or Indian residents Those living in East Auckland 20-29 year olds
High Level of Agreement thatcouncil is delivering on its Values
Low Level of Agreement that council is
delivering on its Values
Summary
ofCounci
lsValues
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Auckland Council in theMedia
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This section looks at Auckland Councils
exposure in the media recently, and
the impact that media has on residents
perceptionsof council
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Media hasa huge impact on residents levelsof satisfac tion trust and confidence in
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Media has a huge impact on residents levels of satisfac tion, trust and confidence incouncil sharing good news stories as they happen will help improve overall
perceptions of council
Satisfaction with councilsoverall performance
Trust in council to make theright decisions
34%
Negative
perceptions from
media coverage
Media
Influen
ces
12% 63%
Positive
perceptions from
media coverage
28% 8% 58%
Confidence council is going inthe right direction
30% 7% 67%
All respondents
Impact of media coverage on overall satisfactionTotal satisfied (T2B scores)
Sig. >vs. totalSig.
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How do residents rate
Auckland Councilsperformance?
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This section looks at the overall
performance measures,and levels of
trust and confidence in council
decisions and direction
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7%
3%
13%
6%
7%
6%
13%
17%
13%
39%
44%
31%
27%
26%
32%
6%
3%
5%
Dont know (1) Very dissatisfied (2) (3) (4) (5) Very satisfied
Satisfaction with councils overall performance has significantly improved since 2012
Sig. >vs. 2012Sig.
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By region, those in the North are least satisfied with councils overall performance, whilethose in Central Auckland are the most satisfied
Whau | 45%
Rodney | 20%
Upper Harbour | 34%
Henderson-Ma ssey | 35%
WaitkereRanges| 31%
Albert-Eden | 40%
Hibiscus and Bays | 29%Devonport-Takapuna | 29%
Kaiptiki| 32%
Maungakiekie-Tmaki| 31%Howick | 39%
Franklin | 35%
tara-Papatoetoe| 31%Manurewa | 32%
Papakura | 22%
Orkei| 33%
Mngere-thuhu| 36%
40%
Total Satisfied with councilsOverall Performance (T2B)
Base: 2013 (n=3041)
Q25: How satisfied or dissatisfied are you with the overall performance of Auckland Council over the last 12 months?
OverallPerform
ance
Sig. >vs. 2012
Sig.
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While trust in council remainsstable over time residents have significantly greater
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3%
3%
5%
10%
10%
7%
21%
23%
16%
37%
37%
39%
25%
25%
28%
3%
3%
4%
6%
7%
16%
8%
7%
5%
17%
18%
10%
38%
40%
31%
26%
24%
32%
4%
3%
6%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
While trust in council remains stable over time, residents have significantly greaterconfidence that council is going in the right direc tion
Sig. >vs. 2012Sig.
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Sig. >vs. previous yearSig.
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On the next slides we present aCorrelation and Regression Analysis that
looks at the key areas to focus on (inorder of priority) to improve residents
satisfaction with councils overallperformance.
The analysis shows us how much
each factor contributes to drivethe overall performance score
upwards.
There are three key areas that drive satisfaction with councilsoverallperformance
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There are three key areas that drive satisfaction with councils overall performance trust, opinion and acting with integrity and honesty
I M P A C T O N SA TI SFA C TI O N
S a t i s f a c t i o nw i t h t h eo v e r a l lP e r f o r m a n c eo f A u c k l a n dC o u n c i l i nl a st 1 2
m o n t h s
Trust in councilto make the
right decisions
A highopinion ofcouncil
Council actswith integrityand honesty
Overall Satisfaction
38%
37%
26%
Looking at the individual drivers in more detail we see that having a clear Vision being
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Looking at the individual drivers in more detail, we see that having a clear Vision, beingrespectful and accountable are the key areas driving trust
O R D ER ED BY I M P O R TA N C E
S a t i s f a c t i o nw i t h t h eo v e r a l lP e r f o r m a n c eo f A u c k l a n dC o u n c i l i nl a st 1 2
m o n t h s
Trust in councilto make the
right decisions
38% Being respec tful
Being accountable forwhat you do
Having a clear Vision forthe future
1
2
3
A trustworthy council is respectful, has a clearVision for the future, and is accountable for
making it happen
To improve residents overall opinion of council a respectfulattitude iskey Providing
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To improve residents overall opinion of council, a respectful attitude is key. Providinggood value for rates dollars, being accountable and innovative also come into play
O R D ER ED BY I M P O R TA N C E
S a t i s f a c t i o nw i t h t h eo v e r a l lP e r f o r m a n c eo f A u c k l a n dC o u n c i l i nl a st 1 2
m o n t h s
A high opinionof council
37%
Being respec tful
Offering good value forrates dollars spent
Being accountable forwhat you do
Looking for better ways todo things
1
2
3
4
A high opinion of council happens whenpeople feel treated with respect and effort is
made to deliver the best value and mostefficient services
To deliver on councils core value of integrity and honesty, the most important areas to
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focus on are respect and accountability, along with ensuring that all Auckland residentsfeel valued and included
S a t i s f a c t i o nw i t h t h eo v e r a l lP e r f o r m a n c eo f A u c k l a n dC o u n c i l i nl a st 1 2
m o n t h s
Council actswith integrityand honesty
26%
O R D ER ED B Y I M P O R TA N C E
Being respec tful
Being accountable forwhat you do
Valuing and including allAuckland citizens
1
2
3
Integrity comes from being respectful ofresidents, accountable for your actions and
being inclusive of all Aucklanders
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In Summary
S
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Association of the pohutukawa logo with Auckland Council is becoming strongerover time
42% spontaneously connect it with Auckland Council (up from 36% in 2012)
77% connect it with Auckland Council when prompted (up from 74% in 2012)
Summary Awareness
The connection between Auckland Council and CCO sub-brands is alsogrowing stronger each year
Residents are more likely to connect Auckland Counc il with the ATEED sub-brands (45%, up from 33 in 2012)
One third make the assoc iation between Regional Facilities sub-brands andAuckland Council, however there is a low level of assoc iation betweenInvestment related and Waterfront sub-brands, with Auckland Council
Awareness of the services provided by Auckland Transport have strengthenedamong residents, with the redesign of the CCOs sub-brand transport logos(e.g. LINK buses) contributing to greater recognition of the services they offer.
S C il S i
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Most residents know that council is responsible for delivering the things thatmatter most to them e.g. rubbish, planning transport options and preparing forthe future
Positively, awareness of the essential services and other functions thatCouncil provides are increasing over time.
The more council services that residents are aware of, the more satisfiedthey are with councils overall performance, and they more trust andconfidence they have in councils decisions
Aucklanders who place higher importance on improving public transport andgreater ease of getting around are more likely to be aware of Councilsresponsibility in making this happen
Those who feel this is important are also more likely to have highsatisfac tion and trust in council, indicating the importance of planningand delivering an efficient transport system
Summary Council Services
S C il Vi i d V l
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Awareness of the Mayor and councils Vision to become the Worlds MostLiveable City is significantly increasing each year (65% are aware in 2013, upfrom 53% in 2012)
In order to deliver the Vision, residents believe that public transport and theease of getting around the city needs to improve, along with the provisionof more affordable housing
Summary Councils Vision and Values
Delivering on councils core Values will have a strong impact on improvingsatisfaction with councils overall performance
Residents feel that council is delivering on its Values of Pride and
Innovation, espec ially among those living in East Auckland, 20-29 year oldsor ethnically diverse residents
The Values to improve and focus on are being respectful, deliveringexcellent service, offering good value for money and including allAuckland residents
S C il i th M di
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Auckland Council is frequently talked about in the media, across a widerange of topics that are relevant to residents.
The topics most commonly portrayed in the media are those that
residents feel most strongly about.
Positive news stories about council impact strongly on levels of overallsatisfaction and trust, highlighting the importance of sharing goodnews stories with residents and informing residents of all the goodthings council does to improve their city.
Summary Council in the Media
S O llR ti
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Satisfaction with councils overall performance and perceptions that council isgoing in the right direction have significantly improved since 2012. However,residents levels of trust and overall opinion of council remain stable incompared to last year
Trust, high opinion, integrity and honesty are the key areas that drivesatisfac tion with councils overall performance
In order to improve trust,council must be respectful, have a clear Vision forthe future, and accountable to make it happen
A high opinion of council happens when residents are treated with respect,they get good value for rates and perceive council to be innovative andaccountable for their actions
Integrity and honesty comes from council being respectful, accountableand ensuring that all Auckland residents feel valued and included
Summary Overall Ratings
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Residents who have low levels of satisfaction, trust and confidence in councilare also less likely to agree council is delivering on all their values
In order to improve perceptions of council among these residents, councilneeds to focus on a cleaner, greener Auckland with improved cycle pathsand walkways, less graffiti and great restrictions on dog control
Summary Overall Ratings