Research for Communication Strategy Development

Understand your audience to craft your communication tactics

You know that communication is critical to your project or company, but how do you know how best to undertake your project or launch your product to best ensure its success?


Research with your target audiences or stakeholders is the foundation of good communication, project and organisational strategy development.


It is only by testing assumptions that you can will get the right messages across, by using the channels that your audiences are on and in the way that best suits them.

Communication strategy for SADC groundwater

Like surface water, groundwater can be the source of conflict between countries.  Given the potential for conflict and the need to mitigate the impact of climate change, awareness of and knowledge about groundwater in the South African Development Community (SADC) region is critical.


The SADC Groundwater Management Institute (SADC-GMI) is the SADC institution responsible for improving knowledge and awareness of groundwater. SADC-GMI searched for the perfect partner to develop a research-informed Awareness, Knowledge and Communications Strategy (AKCS) and selected frayintermedia to complete the project, based on our research and communication capacity, as well as previous work on water. 


The SADC-GMI had been recently formed and needed to make diverse stakeholders aware of the organisation and groundwater, as well as to collect and capitalise on existing information and knowledge available about the region. 


In carrying out the project, we examined the current state of both the internal and external environment of which SADC-GMI works; travelled to four SADC countries; carried out a stakeholder mapping exercise, as well as interviews and focus groups. The end result was an AKCS that included SADC member states, key as well as secondary target audiences, and specific activities for the short and medium term.


The strategy included SADC’s first ever conference on groundwater, which took place in October 2018. frayintermedia supported the conference through creating a video, and taking photographs and videos, producing conference reports as well as providing social media and public relations support at the conference. The conference was universally acknowledged as a success.



Tel: +27 (0) 11 84 900 0344


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