To date we have developed our waterways and associated facilities and service to provide an excellent recreational facility throughout the island of Ireland. We have developed a first class infrastructure and raised standards on our waterways. The absence of detailed brand research and a Long-Term Plan has meant the organisation has been working towards a number of key themes without a long-term approach, longer term vision, meaningful ambition for growth or defined brand strategy. As such Waterways Ireland is now in the process of reshaping its long-term direction and priorities over the next ten years. Core to the execution of our Long-Term Plan will be the development of an effective brand that our users and public are aware of, appreciate, find relevant and engaging.

We now require a comprehensive line body of research to understand user and public awareness, perceptions and interest. This is required across the Island of Ireland. The broad deliverables (note as follows) will provide the foundations required to develop a brand development strategy for Waterways Ireland;

I. line research amongst the general public (including Waterways Ireland consumers / users);
II. Analysis on the corporate reputation from stakeholder engagement research and existing research including the consultation process as part of the development of our 10-year Long-Term Plan.
III. line brand strategy possibilities d on the above.

Please see attached supporting documentation for further details on the assignment brief.