LifeLine Waikato (2004)
Group or Institution
Waikato Institute of Technology (Wintec)
Author(s)
Richard Attwood, Geoff Coatsworth, Linda Monigatti, Karren Saddleton (Tutor: Deniss Yeung)
Abstract
LifeLine is an organisation run by volunteers throughout New Zealand providing a telephone counselling / support service. They are not only a crisis call centre, often callers just need someone to talk to, which may in some way prevent a crisis. There are a total of 15 LifeLine centres around the country. LifeLine Waikato [LLW] originally operated under the name of Youthline until 1991, commenced operation in Hamilton in 1973. LLW operates 24 hours a day, 365 days a year. The LLW service is available throughout the greater Waikato Region, from Bombay to Ruapehu and coast-to-coast.
LLW launched a national 0800 number this year [2004]. The national LifeLine body has also embarked on a new initiative to rebrand LifeLine, including the overall marketing of the service. This has been supported by an increase in overall marketing spend, updating the website, new brochures, radio advertising and participation at local expos [e.g. Parent & Child Expo @ Claudelands, Hamilton].
The objective for conducting this market research for LLW (LifeLine Waikato) was to gather information from around the Waikato region to establish what the public awareness, perception and demand of their services are.
We surveyed a total of 210 respondents from around the Waikato Region. The majority of these surveys were conducted in shopping malls, places of work and on streets randomly selected.
A series of graphs and tables present our findings. Below are some of the findings of our research.
- 65% of respondents have heard of LLW (an increase of 37 % on last years survey results)
- 33 % of respondents knew LLW has an 0800 number
- 44 % of respondents would use a telephone book to find a contact number for a telephone counselling service
- 41% would consider using LLW services
Based on our analysis we recommend LLW concentrate further on developing the awareness of their services to the public. It is essential LLW continue to allocate a reasonable amount of funds to their advertising / marketing budget.
We recommend LLW continue to focus on various methods and channels of communication to the public. It is highly important to monitor the methods LLW use to establish which are more effective. The full report contains suggestions on how to market LLW in the future.
LLW will continue to be successful by marketing their organisation throughout the Waikato Region if they focus on the following points:
- Increasing Public Awareness
- Increasing Public Perception
Will in turn increase the number of callers – Demand