Sonia Casanova

BA (Tourism) MBus (Marketing) MLS FAMI CPM GAICD

Sonia is an optimist, lateral thinker and marketing consultant, and co-owner of The Articulate Pear, a marketing, digital and design agency. With more than 20 years’ experience in marketing and business development roles, Sonia has an energetic approach and depth of knowledge to share.

Having previously held senior roles in the tourism, aviation and financial services industries in Sydney, Sonia is now focused on helping businesses and organisations in regional Australia achieve their goals through effective planning and marketing.

In addition to her marketing capability, Sonia is an experienced non-executive director. In the interests of diversity, Sonia is keen to see more marketing professionals take up roles in the boardroom.

Sonia holds a Master of Business in marketing and Master of Legal Studies. She is a Certified Practising Marketer and a Fellow of the Australian Marketing Institute, and graduate member of the Australian Institute of Company Directors.

Presentation:
Title: Case study – Creating a common identity for three Council areas brought together by forced merger. The story behind the award winning brand for the Murrumbidgee Council

A fresh new look for Murrumbidgee Council was created following many months of community apprehension caused by forced council mergers. It was time to move forward with reinvigorated purpose, defusing community anxiety and building confidence in the new Council.

The project involved extensive community consultation to make sure voices across all jurisdictions were heard. Travelling thousands of kilometres to conduct this consultation, the insights gathered from the community informed the development of a new identity for Murrumbidgee Council with a thoughtful interpretation of residents’ aspirations.

The delivery of an integrated marketing and communications strategy launched the new identity in the community. Using a mix of digital and traditional channels, people across the region heard the message that the new Murrumbidgee Council was getting on with delivering reliable and innovative services for their community.

This process undertaken for this project and subsequent campaign helped the region move towards a brighter future. The project created value in the community and built confidence in the new Council. It helped join the three towns in the area by eliminating ‘them and us’ mentality, and unified staff across the organisation, inspiring them to become brand ambassadors.

The strategy continues to guide and shape Council’s communications and actions with the community and is delivering results as it does so.

This project was the NSW Winner and National Finalist in the Australian Marketing Institute’s 2018 Awards for Marketing Excellence in the Public Sector Marketing category