Sarawak Corridor of Renewable Energy

A GLOBAL BRAND AUDIT & STRATEGY FOR EAST MALAYSIA’S MOST SUCCESSFUL INVESTMENT PROMOTION AGENCY
Project Overview

The Regional Corridor Development Authority (RECODA) was established in 2008 to plan, manage and promote development of the Sarawak Corridor of Renewable Energy (SCORE).

After early successes it was decided in 2014 to carry out a comprehensive brand audit to determine levels of awareness and perceptions of SCORE with stakeholders and target markets.

The client wanted to identify the effectiveness of existing communications and relevance of the channels used to communicate progress in SCORE and it’s impact on the community. An analysis of the existing logo was also required to determine its relevance.

The client was also keen to identify stakeholder requirements for value to help make messages more targeted and communications more effective.

The data collected was to be analysed and used to form the foundations of a brand implementation plan for the next five years. The goal of this plan was to raise the profile of SCORE with stakeholders and targets and drive investment into the corridor.

In 2015, Fusionbrand was appointed to carry out the brand audit and develop the implementation plan. Bearing in mind SCORE covers an area of over 70,000 square kilometres and the fieldwork was due to be implemented during the monsoon season, it was a challenge to ensure the project was completed within the tight deadlines.

At the time of writing, Fusionbrand is working on the final report and recommendations.