Project number: 2016-251
Project Status:
Completed
Budget expenditure: $16,500.00
Principal Investigator: Tricia E. Beatty
Organisation: Intuitive Solutions
Project start/end date: 29 Sep 2016 - 29 Dec 2016
Contact:
FRDC

Need

A promotional campaign strategy is now being discussed and implemented (shortly) to establish consumer confidence in seafood sourced from the Hunter River and greater Newcastle regions. Marketing research is needed to ensure that this campaign is effective in addressing consumer concerns and restoring consumer confidence.

This research will then define the target audience, the key messages that must be addressed, and any additional details that will ensure an effective promotional campaign

Objectives

1. To identify through market research the understanding of the Hunter River Seafood Contamination by local residents, and regional, state-wide and national seafood consumers
2. To identify what is their confidence in NSW Government risk assessment and decision to re-open fishing in the region
3. To identify questions they have regarding safety in eating seafood sourced from the Hunter River and greater Newcastle region
4. To provide information to assist in a target seafood promotion campaign of Hunter River and Newcastle region seafood to restore confidence and repair brand damage due to the Williamtown Seafood contamination.

Related research

Environment
Industry
PROJECT NUMBER • 2020-067
PROJECT STATUS:
CURRENT

SeSAFE – Delivering Industry Safety through Electronic Learning

1. INFORM, via an independent review, the design and application of user-pay funding models in Australian primary industries, the potential for a similar model to be introduced by SeSAFE in the fishing and aquaculture industry, and steps recommended to realise this outcome.
ORGANISATION:
Smart Fishing Consulting
Environment