Brand Health Monitor Sep 2013

Colmar Brunton 2013 1
RESIDENTS BRAND HEALTH & VALUES SURVEY

Residents Brand Health &
Values Survey

PRESENTATAION - September 2013
Sample & Methodology
2013 2012
Respondent numbers Total n=3,041
n=3,034 online
n=7 telephone
Total n=3,009
n=3,006 online
n=3 telephone
Average length 1716min 1851min
Response rate 21% 20%
Margin of error (95%
C.I.)
+/- 1.8%

+/- 2.0%
Fieldwork 14
th
J une 16
th
J uly
2013
29
th
J une 16
th
J uly
2012
Quotas were set by age, gender, ethnicity and Local Board Area to reflect the profile of the Auckland
population aged 15 years and older
The data was weighted by age, gender and ethnicity Census 2006 statistics of the Auckland region
%
Awareness
First we look at spontaneous and
prompted awareness of the Auckland
Council logo and residents levels of
association with the pohutukawa logo
and CCOs
Association of the pohutukawa logo with Auckland Council is getting significantly
stronger each year
Unprompted association with
the pohutukawa logo and
Auckland Council*
Prompted association with the
pohutukawa logo and
Auckland Council
24%
2011
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Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
Q6: Which organisation(s) do you associate with the following group of logos?
* Includes all mentions of Auckland Council/Council
Q8: Which of the following organisations, if any, do you associate with this logo?
36% 42%
2012 2013
Sig. >vs. previous year
Sig. <vs. previous year
60% 74% 77%
Aucklanders are significantly more likely to spontaneously connect the pohutukawa logo
with Auckland Council
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
Q6: Which organisation(s) do you associate with the following group
of logos?
42%
25%
5%
2%
2%
2%
1%
1%
1%
1%
15%
36%
24%
5%
3%
2%
1%
2%
2%
1%
1%
18%
24%
28%
2%
4%
33%
2013
2012
2011
Auckland Council/Council
Auckland City Council/City Council/ACC
Auckland City
Libraries - Auckland City/Council libraries
Auckland Regional Council (ARC)
Watercare - Auckland Watercare
Enterprise North Shore/North Shore City Council
Auckland Super City
Parks/Reserves - Auckland/ Auckland Regional
Council parks/reserves
Auckland
Don't know
Unprompted awareness of pohutukawa logo
Sig. >vs. 2012
Sig. <vs. 2012
Total association
with council*
74%
(68% in 2012)
*Total Association with council refers to the combined total
of respondents who said Auckland Council/Council;
Auckland City Council/City Council; Auckland City ,
Auckland Super City or Auckland Regional Council
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When prompted, more than 3 in 4 residents associate the pohutukawa logo with Auckland
Council. They are also more likely to connect Regional Facilities Auckland and ATEED with
the logo than they were in 2012
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
Q8: Which of the following organisations, if any, do you associate with this logo?
77%
15%
12%
10%
10%
8%
7%
7%
1%
2%
7%
74%
16%
10%
12%
8%
9%
8%
6%
2%
2%
9%
60%
15%
6%
5%
4%
9%
2%
3%
3%
17%
2013
2012
2011
Auckland Council
Watercare
Regional Facilities Auckland
Auckland Council Property
Auckland Tourism, Events and
Economic Development
(ATEED)
Waterfront Auckland
Auckland Transport
Auckland Council Investments
None of the above
organisations
Other organisations
Dont know
Prompted association with pohutukawa logo and CCOs
Sig. >vs. 2012
Sig. <vs. 2012
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Residents who do not make the
association between the pohutukawa
logo and Auckland Council are more
likely to associate the logo with water
companies (Waterfront Auckland and
Watercare). They are also more likely to
be aged 60+and do not pay rates or
vote
Awareness of all the various CCOs is increasing significantly over time
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q7: Which of the following organisations have you heard of, if any?
96%
92%
89%
44%
42%
22%
19%
9%
1%
96%
87%
82%
40%
30%
18%
17%
7%
1%
91%
80%
81%
36%
22%
13%
12%
6%
1%
2013
2012
2011
Auckland Council
Auckland Transport
Watercare
Waterfront Auckland
Auckland Tourism, Events and
Economic Development
(ATEED)
Regional Facilities Auckland
Auckland Council Property
Auckland Council Investments
Have not heard of any of
these organisations
Awareness of CCOs
Sig. >vs. 2012
Sig. <vs. 2012
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South Aucklanders are less likely to have heard
of Auckland Council but more likely to be
aware of individual CCOs
There is a low level of connection with Waterfront related sub-brands only one in five
associate them with council, and no one makes the association with Waterfront
Auckland
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
Q1: Which organisation(s) do you associate with the following group of
logos?
12%
11%
8%
6%
6%
5%
3%
3%
3%
3%
2%
2%
0%
41%
13%
9%
5%
8%
5%
7%
3%
5%
4%
1%
1%
1%
2%
45%
5%
9%
4%
9%
7%
6%
2%
6%
2%
6%
58%
2013
2012
2011
Boating/sailing - marinas/yacht clubs
Restaurants/bars/cafes/accommodation
Auckland City Council/City Council
Viaduct Harbour
Auckland harbour/waterfront/port/wharf

Ports of Auckland
Westhaven Marina
Marine industry - shipping/water-based
businesses (incl. ferries)/fishing
Business enterprises/companies (private/public)
Wynyard Quarter
Auckland City
Waterfront Auckland
Dont know
Waterfront Related logos
Total association
with council
19%
(18% in 2012)
*Total Association with council refers to the combined
total of respondents who said Auckland Council/Council;
Sig. >vs. 2012
Sig. <vs. 2012
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Auckland Airport
Auckland Council/council
Ports of Auckland
Auckland City council/City council/ACC
Film industry (unspecified)
Marine industry
Air New Zealand
Auckland Film Studios
Public transport companies
Sea/air travel
Freight companies
NZGovt./state owned enterprise
Auckland harbour/waterfront
Travel
Don't know
There has been no change in awareness of Investment related sub-brands 1 in 4
residents connect them with Auckland Council
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
logos?
22%
14%
12%
8%
4%
4%
4%
3%
3%
3%
3%
3%
3%
3%
30%
25%
13%
13%
10%
5%
2%
3%
4%
3%
2%
3%
3%
3%
1%
31%
24%
8%
16%
11%
4%
2%
6%
2%
2%
43%
2013
2012
2011
Auckland Council Investments Related
Total association
with council
25%
(25% in 2012)
Sig. >vs. 2012
Sig. <vs. 2012
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The redesign of Auckland Transports sub brand logos has clarified the connection with
Auckland Transport, and the services they provide to Auckland residents
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
logos?
33%
23%
16%
7%
7%
7%
4%
5%
4%
3%
3%
13%
18%
26%
22%
7%
6%
6%
5%
4%
13%
2%
2%
13%
15%
23%
19%
4%
6%
6%
6%
3%
16%
2%
22%
2013
2012
2011
Auckland Transport
Buses - bus companies/bus transport
Public transport/transport/transport companies
HOP/ integrated ticketing system/Snapper
Rail transport
City Circuit/Link
MAXX
Travel
TravelWise/school safety/walking bus
Dont know
Auckland Transport Related
Total association
with council
12%
(12% in 2012)
Sig. >vs. 2012
Sig. <vs. 2012
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Almost one in two residents associate ATEEDs sub-brand logos with Auckland Council
the wide range of events the city has hosted potentially contributing to higher
awareness, particularly among central Aucklanders
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
of logos?
27%
15%
12%
11%
10%
5%
4%
4%
3%
20%
17%
13%
11%
2%
18%
6%
5%
4%
3%
24%
17%
18%
4%
41%
2013
2012
2011
Auckland Council/council
Auckland City Council/City council/ACC
Westpac Bank/Westpac Business Awards (not specific
to area)
Tourism/Auckland tourism/Tourism NZ/ATEED
Events/Auckland events/festivals/cultural/ethnic
festivals
Pasifika Festival
Cultural communities i.e.
Asian/Chinese/Indian/Pacific Island communities
Lantern Festival
Diwali
Don't know
ATEED Related
Total association
with council
45%
(33% in 2012)
*Total Association with council refers to the combined total of
respondents who said Auckland Council/Council; Auckland
City Council/City Council; Auckland City , Auckland Super
City or Auckland Regional Council
Sig. >vs. 2012
Sig. <vs. 2012
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Residents are more likely to associate Auckland Council with RFA sub-brands over time
Base: 2013 (n=3034); 2012 (n=3006); 2011 (n=1501)
of logos?

21%
14%
12%
7%
7%
6%
5%
5%
4%
4%
4%
25%
19%
14%
12%
8%
7%
7%
6%
5%
5%
4%
4%
24%
15%
11%
14%
5%
10%
5%
2%
0%
6%
7%
3%
34%
2013
2012
2011
Auckland Zoo
Sports/sports events/sports
organisations/associations
Entertainment/Auckland entertainment
Auckland Art Gallery
Venues incl. Aotea Centre/Civic Theatre/Town
Hall/The Cloud/conferences/conventions
Activities/attractions/general leisure/recreations
Mt. Smart Stadium
Events/Auckland events/festivals/cultural/ethnic
festivals
Arts/culture/ Auckland Arts groups/Arts
Foundation
Dont know
Regional Facilities Auckland Related
Total association
with council
36%
(35% in 2012)
*Total Association with council refers to the combined total of
respondents who said Auckland Council/Council; Auckland City
Council/City Council; Auckland City , Auckland Super City or
Auckland Regional Council
Sig. >vs. 2012
Sig. <vs. 2012
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Although the association between CCOs and Auckland Council remains stable for all CCOs
(apart from ATEED), significantly more mentions of Auckland Council itself vs. legacy brands like
Auckland City Council, Super City indicate greater brand clarity
ATEED related
Regional Facilities Auckland related
Auckland Council Investments related
Waterfront related
Auckland Transport related
% associate CCO sub brands with Auckland Council
Base: 2013 (n=3034); 2012 (n=3006)
Q1-6: Which organisation(s) do you associate with the following group of logos?

*Total Association with council refers to the combined
total of respondents who said Auckland Council/Council;
Auckland Super City or Auckland Regional Council P
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45%
36%
25%
19%
12%
33%
35%
25%
18%
12%
2013 2012
Sig. >vs. 2012
Sig. <vs. 2012
Awareness and
perceived value of
council services
Next we consider which essential
services most enhance and
improve residents lives and
whether they know they are
delivered by Auckland Council
Overall, residents are spontaneously aware of an average of 3.6 services that council
provides
57%
38%
31%
31%
29%
21%
20%
15%
13%
10%
9%
8%
6%
7%
17%
59%
39%
25%
31%
28%
22%
16%
18%
12%
8%
12%
10%
7%
9%
21%
2013
2012
Rubbish and recycling
Maintaining parks and reserves/heritage sites
Infrastructure building and repair (including roads)
Water and waste water treatment
Planning transport options across the city
Maintaining the network of libraries across the region
Promoting Auckland via cultural and sporting events
Providing public swimming pools and recreation
centres/Community halls/centres
Administering building regulations. This includes building
consents
Clean streets / streets cleaning/ beautification
Providing and managing arts centres & galleries /
Theatre/Museum/ Aotea centre/Town hall
Controlling dogs and other animals
Don't know
None/nothing
Other
Base: 2013 (n=3041); 2012 (n=1,485);
Q17: What services do you know of that Auckland Council delivers to residents?
Sig. >vs. 2012
Sig. <vs. 2012
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Unprompted Awareness of Auckland Council services
Average number of services
aware of
3.7 3.6
2012 2013
Better transport options around the city remains the most important service that will
improve residents lives
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q19: Which of these essential services delivered by Auckland Council is most important to enhance and improve your life?
Sig. >vs. 2012
Sig. <vs. 2012
60%
56%
45%
44%
28%
11%
11%
11%
9%
5%
5%
2%
2%
60%
54%
47%
40%
29%
12%
11%
10%
8%
5%
3%
3%
3%
54%
61%
35%
52%
18%
14%
12%
7%
6%
2%
3%
5%
4%
2013
2012
2011
Planning transport options across the city
Planning for the overall future of the
region
Water and waste water treatment
Managing the economic prosperity of
the region
Liquor and food outlet licensing
Noise control
Administering building regulations
Controlling dogs and other animals
Managing council investments
Managing council properties
Any other essential services
Dont know
Essential services most important to enhance/improve your life
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Especially
important to
Central
Aucklanders,
or those who
have high
levels of
satisfaction
and trust in
council
Maintaining Aucklands open spaces such as parks and beaches are the most important
non essential services that council provides residents
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q21: Which of these services delivered by Auckland Council is most important to enhance and improve your life?
Sig. >vs. 2012
Sig. <vs. 2012
58%
56%
34%
28%
25%
21%
20%
18%
15%
10%
1%
2%
58%
56%
35%
25%
26%
20%
18%
19%
15%
8%
2%
3%
55%
47%
32%
27%
21%
20%
20%
20%
11%
10%
2%
6%
2013
2012
2011
Maintaining parks and public areas
Maintaining regional parks and beaches
Maintaining the network of libraries across the
region
Providing public swimming pools and recreation
centres
Attracting and planning major events for Auckland
Protecting our cultural and historical heritage
Managing graffiti removal and prevention
Providing facilities to promote arts, cultural and
sporting events across the region
Opening up the waterfront
Maintaining community halls and centres
Any other functions
Dont know
Most important Other Functions
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Especially
important to
NZ Europeans,
those living in
West and
North
Auckland,
ratepayers or
residents
aged 30+
Building awareness of the range of services that council provides positively impacts
residents levels of satisfaction, trust and confidence in council
Base: 2013 (n=3041); 2012 (n=1,484); Average number of mentions 2013 =3.5, 2012 =3.6
Q17: What services do you know of that Auckland Council delivers to residents?
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22%
31%
33%
42%
None 1 to 2 3 to 4 5 or more
Number of services aware of
Overall satisfaction with
Councils performance
16%
26%
29%
34%
Trust in council to make the
right decisions
18%
27%
30%
38%
Confidence council is going
in the right direction
Overall satisfaction scores by number of services aware of
Residents are becoming more aware of the services that council provides, and most know
that council is responsible for the things that matter most
% aware Auckland Council service
2013 2012
Rubbish and recycling 92% (+5) 87%
Managing council properties 91% (+8) 83%
Planning transport options across the city 88% (+4) 84%
Planning for the overall future of the Region 87% (0) 87%
Administering building regulations 87% (+3) 84%
Managing council investments 83% (+8) 75%
Controlling dogs and other animals 80% (+2) 78%
Noise control 80% (+5) 75%
Water and waste water treatment 79% (+8) 71%
Liquor and food outlet licensing 78% (+3) 75%
Managing economic prosperity of region 68% (+8) 60%
*NB: Question wording changed in 2013 from Please select whether you think it is provided by Auckland Council to Please select whether you think it is Auckland
Councils responsibility
Base: 2013 (n=3041); 2012 (n=3009)
Q18: Auckland Council has a responsibility to deliver essential services to Auckland residents. For each service, please select whether you think it is Auckland
Councils responsibility or somebody else.
Top 3
essential
services to
enhance &
improve life
Sig. >vs. 2012
Sig. <vs. 2012
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% aware Auckland Council service
2013 2012
Maintaining parks and public area 95% (+3) 92%
Maintaining regional parks and beaches 92% (+3) 89%
Maintaining the network of libraries across
the region
90% (-1) 91%
Providing public swimming pools and
recreation centres
86% (+1) 85%
Managing graffiti removal and prevention 79% (+7) 72%
Maintaining community halls and centres 78% (+4) 74%
Providing facilities to promote arts, cultural
and sporting events across the region
73% (0) 73%
Opening up the waterfront 72% (+1) 71%
Protecting our cultural and historical
heritage
70% (+3) 67%
Attracting and planning major events for
Auckland
68% (0) 68%
xxx
*NB: Question wording changed in 2013 from Please select whether you think it is provided by Auckland Council to Please select whether you think it is Auckland
Councils responsibility
Base: 2013 (n=3041); 2012 (n=3009)
Q20: In addition to providing essential services, council also has a range of other functions. For each service, please select whether you think it is Auckland Councils
responsibility or somebody else.
Other functions performed by Council
Top 3 non-
essential
services to
enhance &
improve life
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Sig. >vs. 2012
Sig. <vs. 2012
Residents are also becoming more aware of councils provision of non-essential services
that contribute to a better life in Auckland
Councils Vision
and Values
This section looks at how well people
understand the vision for the region,
and whether Auckland Council is
perceived to be delivering on its core
values
65%
2013
Two in three residents are now aware of the Mayors Vision to become the Worlds Most
Liveable City
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q10: The Mayor and Council's vision is for Auckland to be the world's most liveable city. Before now, had you heard of this?
* Source: Economist Intelligence Global Liveability Report 2012
Vision for the worlds most liveable city
53%
36%
2011
2012
East Aucklanders, voters, ratepayers
or those aged 50+ are more likely to
be aware of the Vision
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Auckland named the worlds
10th most liveable city in 2012*
Base: 2013 (n=3041)
Q11. In your opinion, what things do you think Auckland needs to focus on to create the worlds most liveable city?
61%
52%
44%
32%
19%
19%
15%
11%
10%
8%
6%
5%
3%
4%
1%
Improved public transport
Reduce traffic congestion
More affordable and quality housing
Reduced crime
Improved roads, cycle ways and paths
Better quality of jobs or education
Better natural environment cleaner water, air and beaches
Improved public spaces e.g. beaches, parks, reserves
More attractions, events or things to see and do
Cleaner streets and footpaths
Better access to Auckland's waterfront and waterways
Better buildings and structures
Greater support for cultural events
Other
Don't know
The top three things Auckland can work on, in order to become the worlds most liveable
city are improved public transport and reducing traffic congestion, and more affordable
housing
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Key Priority Areas to become The Worlds Most Liveable City
Although a direct comparison with
2012 is not possible, public transport,
affordable housing and reduced
crime were the key priority areas
mentioned in 2012
14%
12%
19%
10%
12%
10%
21%
26%
19%
35%
34%
33%
15%
13%
16%
4%
2%
4%
Dont know (1) Strongly Disagree (2) (3) (4) (5) Strongly Agree
9%
5%
8%
8%
17%
17%
39%
36%
21%
28%
5%
5%
Although residents are finding it easier to interact with council, residents are less likely to
agree council has a can do attitude
Sig. >vs. 2012
Sig. <vs. 2012
2013
2012
Easy to interact with
Courteous, friendly and
approachable
Working with a can do
attitude
Total Disagree Total Agree
Service
13%
12%
19%
7%
7%
5%
16%
19%
14%
39%
39%
35%
21%
20%
21%
4%
4%
5%
2013
2011
2012
2011
*2013 respondents asked to rate all statements, 2012 respondents asked to rate 11
Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
Q15: Still thinking about the last 12 months (2012) few months (2011), how much do you agree or disagree that Auckland Council is?
Question not asked in 2011
2011
2012
2013
C
o
u
n
c
i
l
s

V
a
l
u
e
s

-

S
e
r
v
i
c
e

26% 25%
25% 33%
23% 24%
26% 24%
26% 19%
19% 32%
38% 16%
20% 29%
Residents who
contacted
council via
social media
are more likely
to find council
easy to interact
with
Residents who
associate
Council with
CCOs are more
likely to believe
Council is
delivering on its
Value of
Service
9%
8%
18%
19%
28%
29%
31%
31%
11%
11%
2%
2%
10%
6%
15%
21%
24%
18%
27%
27%
22%
29%
26%
26%
12%
12%
14%
3%
4%
5%
Sig. >vs. 2012
Sig. <vs. 2012
Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
2013
2011
2013
2011
Being careful with
ratepayers money
Offering good value for
rates dollars spent
19%
13%
40%
48%
Council is not seen to be offering good value for rates, or being accountable for what
they do
2012
2012
C
o
u
n
c
i
l
s

V
a
l
u
e
s

-

P
r
u
d
e
n
c
e

Prudence & Accountability
47% 14%
52% 16%
14% 46%
9%
6%
12%
15%
17%
12%
25%
26%
21%
32%
33%
32%
14%
15%
18%
5%
3%
5%
2012
2011
Accountable for what
they do
19% 40%
23%
33%
2013
19% 42%
Residents who
are aware of
more council
services have
higher
perceptions of
value for
money
Residents who
associate Council
with Local Board
Members are
more likely to
believe Council is
delivering on its
Value of
Prudence
10%
7%
15%
7%
7%
6%
16%
19%
13%
40%
40%
36%
22%
22%
24%
5%
5%
6%
Around one in four residents agree that council is delivering on its Value of Respect
Sig. >vs. 2012
Sig. <vs. 2012
Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
11%
7%
16%
10%
10%
8%
20%
21%
14%
37%
39%
34%
18%
20%
23%
5%
4%
5%
2012
2011
Acting with integrity and
honesty
Being respectful
Total Agree Total Disagree
Respect
2013
2012
2011
2013
C
o
u
n
c
i
l
s

V
a
l
u
e
s

-

R
e
s
p
e
c
t

23% 27%
26% 27%
30% 19%
23% 29%
24% 30%
28% 22%
Youth (15-19
year olds), non
ratepayers,
voters or those
who associate
Council with
Local Board
Members are
more likely to be
unaware of how
council is
delivering on its
Value of
Respect
10% 9% 19% 35% 22% 5%
2013
7%
4%
10%
12%
11%
8%
22%
22%
16%
34%
39%
38%
20%
20%
20%
5%
4%
8%
More than one in five residents feel that council values them or provides opportunities for
residents to engage with council
Base: 2013 (N=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
2012
2011
Valuing and including all
Auckland citizens
Inclusive
Ensuring all Aucklanders
can interact with council
and access its services
2013
Sig. >vs. 2012
Sig. <vs. 2012
C
o
u
n
c
i
l
s

V
a
l
u
e
s

-

I
n
c
l
u
s
i
v
e

27% 28%
33% 25%
33% 23%
28% 24%
Question not asked in 2012 and 2011
Residents who
have
contacted
council via
social media
are more likely
to be agree
they can
interact with
council
Indian residents
are more likely
to feel valued
and included
by council
Environmental awareness
and sustainability
Auckland Council is seen to have passion and pride for the region, however residents
would like to see council become more environmentally sustainable
Base range: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
5%
4%
6%
5%
4%
3%
11%
14%
10%
34%
31%
30%
34%
39%
39%
10%
8%
12%
2013
2011
Showing passion and pride
in Auckland
Pride
6%
4%
11%
6%
4%
3%
15%
15%
12%
38%
39%
38%
28%
32%
29%
7%
7%
7%
Looking after the natural
environment for future
generations
Sig. >vs. 2012
Sig. <vs. 2012
2012
2013
2011
2012
C
o
u
n
c
i
l
s

V
a
l
u
e
s

P
r
i
d
e

&

E
n
v
i
r
o
n
m
e
n
t
a
l

A
w
a
r
e
n
e
s
s

44% 17%
47% 18%
51% 13%
35% 21%
39% 19%
36% 15%
6%
4%
10%
7%
7%
5%
17%
19%
12%
33%
35%
28%
28%
30%
37%
7%
6%
9%
One in three residents agree that Auckland Council is delivering on its value of
Innovation by looking for better ways to do things, and having a clear sense of
direction how to get there
2012
2011
Looking for better ways
to do things
Innovation
Having a clear vision for
the future
7%
5%
9%
7%
18%
19%
33%
36%
27%
26%
7%
6%
Base: 2013 (n=3041); 2012 (n=1508 to n=1619); 2011 (n=1501)
2013
2012
2011
2013
Sig. >vs. 2012
Sig. <vs. 2012
C
o
u
n
c
i
l
s

V
a
l
u
e
s

-

I
n
n
o
v
a
t
i
o
n

25% 36%
25% 36%
17% 46%
27% 33%
26% 32%
Residents
who are
aware of
councils
Vision are
more likely to
agree that
they are
delivering on
its Value of
Innovation
Residents from different ethnic groups, age and local board area have opposing views of
council and how well they are delivering on their core Values

NZ European or Mori residents
Mori residents are significantly less
satisfied with Councils Values of respect,
inclusive and pride
Ratepayers especially those who pay both
residential and business rates
Older residents aged 50+
Those living in South Auckland
Residents who are unaware of the services that
Council provides

Asian or Indian residents
Those living in East Auckland
20-29 year olds
High Level of Agreement that
council is delivering on its Values
Low Level of Agreement that council is
delivering on its Values
S
u
m
m
a
r
y

o
f

C
o
u
n
c
i
l
s

V
a
l
u
e
s

Auckland Council in the
Media
This section looks at Auckland Councils
exposure in the media recently, and
the impact that media has on residents
perceptions of council
Q32. Other than advertising, have you seen or heard anything about Auckland Council recently? Base: All respondents 2013 (n=3,041)
Q33. Where did you see or hear something about Auckland Council? Base: Those that have seen Auckland Council in the media (n=1,296)
10% 10% 10%
13%
29% 29%
49%
52%
53%
Other Magazines At an
event,
conference
or seminar
Online -
blog, forum,
social
network
Radio Online - on
a website
Local
newspapers
National
newspapers
TV
Auckland Council is prominent in the media, with mass media contributing to high levels
of recognition among residents
M
e
d
i
a

I
n
f
l
u
e
n
c
e
s

Yes
43%
No/DK
57%
Voters, ratepayers, high income earners
($100K+) or residents aged 50+are more
likely to have seen, read or heard about
Auckland Council recently
Seen, read or heard about Auckland Council recently
Places seen, read or heard about Auckland Council
Base: Those that have seen Auckland Council in the media (n=1,296)
Q34. What did you see or hear about Auckland Council? Q35. Overall, did these make you feel positive or negative about Auckland Council.?
* Other mentions include mainly one-off responses relating to water, beaches, traffic, Council services etc
22%
21%
19%
15%
12%
9%
9%
7%
6%
6%
6%
5%
5%
4%
2%
2%
2%
2%
2%
13%
Mostly positive
Mixed
Neutral
Mostly negative
Transport plans, issues & improvements
Unitary Plan
Rail Development Projects
Housing & land issues
Planning for the overall future of the Region
Road improvements/ issues
Upcoming events
Rates or water rates
Alternative harbour crossing plan
Parks, facilities & environment protection
Mayor of Auckland related
Elections
Council updates, self promotion etc.
Licences and regulations
Building regulations & resource consents
Waterfront developments
AT/ HOP cards
New convention centre / ASB Tower relocation
Other *
The most common topics residents have heard about Auckland Council are those that
they care most about transport, housing and the future of the region. There are mixed
feelings around what theyve seen or heard
M
e
d
i
a

I
n
f
l
u
e
n
c
e
s

Media Topics aware of
Low income earners, or Asian or
Indian residents are more likely to
feel positively about Auckland
Council from what theyve been
exposed to in the media
Media has a huge impact on residents levels of satisfaction, trust and confidence in
council sharing good news stories as they happen will help improve overall
perceptions of council
Satisfaction with councils
overall performance
Trust in council to make the
right decisions
34%
Negative
perceptions from
media coverage
M
e
d
i
a

I
n
f
l
u
e
n
c
e
s

12% 63%
Positive
perceptions from
media coverage
28% 8% 58%
Confidence council is going in
the right direction
30% 7% 67%
All respondents
Impact of media coverage on overall satisfaction
Total satisfied (T2B scores)
Sig. >vs. total
Sig. <vs. total
Base: All respondents (n=30,41; Those that felt negatively about Auckland Council (n=290);
Those that felt positively about Auckland Council (n=407)
How do residents rate
Auckland Councils
performance?
This section looks at the overall
performance measures, and levels of
trust and confidence in council
decisions and direction
7%
3%
13%
6%
7%
6%
13%
17%
13%
39%
44%
31%
27%
26%
32%
6%
3%
5%
Dont know (1) Very dissatisfied (2) (3) (4) (5) Very satisfied
Satisfaction with councils overall performance has significantly improved since 2012
Sig. >vs. 2012
Sig. <vs. 2012
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q25: How satisfied or dissatisfied are you with the overall performance of Auckland Council over the last 12 months?
* NB In 2011, the question wording referred to last few months rather than the last 12 months
Total Dissatisfied Total Satisfied
2013
2011*
20% 34%
19% 37%
24% 29%
2012
O
v
e
r
a
l
l

R
a
t
i
n
g
s

Satisfaction with councils overall performance
By region, those in the North are least satisfied with councils overall performance, while
those in Central Auckland are the most satisfied
Whau | 45%
Rodney | 20%
Upper Harbour | 34%
Henderson-Massey | 35%
Waitkere Ranges| 31%
Albert-Eden | 40%
Hibiscus and Bays | 29%
Devonport-Takapuna | 29%
Kaiptiki| 32%
Maungakiekie-Tmaki | 31%
Howick | 39%
Franklin | 35%
tara-Papatoetoe| 31%
Manurewa | 32%
Papakura | 22%
Orkei | 33%
Mngere-thuhu| 36%
<30%
31% - 32%
33% - 39%
Waitemat| 38%
Puketpapa| 34%
>40%
Total Satisfied with councils
Overall Performance (T2B)
Base: 2013 (n=3041)
Q25: How satisfied or dissatisfied are you with the overall performance of Auckland Council over the last 12 months?
O
v
e
r
a
l
l

P
e
r
f
o
r
m
a
n
c
e

Sig. >vs. 2012
Sig. <vs. 2012
Councils reputation remains fairly stable compared to last year, with one in four who
have a high opinion of them
3%
2%
9%
9%
19%
19%
42%
44%
24%
24%
3%
2%
Dont know (1) Very low opinion (2) (3) (4) (5) Very high opinion
Base: 2013 (n=3041); 2012 (n=3009)
Q16: Based on everything you know about Auckland Council, how would you rate your overall opinion of them?
Total Low Opinion Total High Opinion
28% 27%
28% 26%
Sig. >vs. 2012
Sig. <vs. 2012
O
v
e
r
a
l
l

R
a
t
i
n
g
s

2013
2012
Overall Opinion of Auckland Council
3%
3%
5%
10%
10%
7%
21%
23%
16%
37%
37%
39%
25%
25%
28%
3%
3%
4%
6%
7%
16%
8%
7%
5%
17%
18%
10%
38%
40%
31%
26%
24%
32%
4%
3%
6%
While trust in council remains stable over time, residents have significantly greater
confidence that council is going in the right direction
Sig. >vs. 2012
Sig. <vs. 2012
Overall I trust Auckland
Council to make the right
decisions
Auckland Council is going in
the right direction
Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Q27: Please tell me how much you agree or disagree with the following statements

31%

28%
2013
2011
2013
2011

23%

32%

25%

30%
Total Disagree
Total Agree

15%

38%

25%

27%

33%

28%
2012
2012
O
v
e
r
a
l
l

R
a
t
i
n
g
s

Base: 2013 (n=3041); 2012 (n=3009); 2011 (n=1501)
Overall perceptions of council have recovered from declines experienced in 2012, with
significant improvements in overall performance and confidence in council
O
v
e
r
a
l
l

R
a
t
i
n
g
s

2011
2012
2013
37%
29%
34%
19% 24% 20%
Total agree
Total disagree
Satisfaction with councils overall
performance
32%
28% 28% 23%
33%
31%
Total agree
Total disagree
Overall I trust Auckland Council to
make the right decisions
38%
27% 30%
15%
25% 25%
Total agree
Total disagree
Auckland Council is going in the
right direction
26% 27%
28%
28%
Total high opinion
Total low opinion
Overall opinion of Auckland
Council
Question not
asked in 2011
On the next slides we present a
Correlation and Regression Analysis that
looks at the key areas to focus on (in
order of priority) to improve residents
satisfaction with councils overall
performance.
The analysis shows us how much
each factor contributes to drive
the overall performance score
upwards.
There are three key areas that drive satisfaction with councils overall performance
trust, opinion and acting with integrity and honesty
I M P A C T O N SA TI SFA C TI O N
Sa t i sf a c t i o n
w i t h t h e
o v e r a l l
P e r f o r ma n c e
o f A u c kl a n d
C o u n c i l i n
l a st 12
mo n t h s
Trust in council
to make the
right decisions
A high
opinion of
council
Council acts
with integrity
and honesty
Overall Satisfaction
38%
37%
26%
Looking at the individual drivers in more detail, we see that having a clear Vision, being
respectful and accountable are the key areas driving trust
O RDERED BY I M P O RTA N C E
w i t h t h e
o v e r a l l
o f A u c kl a n d
C o u n c i l i n
l a st 12
mo n t h s
Trust in council
to make the
right decisions
38%
Being respectful
Being accountable for
what you do
Having a clear Vision for
the future
1
2
3
A trustworthy council is respectful, has a clear
Vision for the future, and is accountable for
making it happen
To improve residents overall opinion of council, a respectful attitude is key. Providing
good value for rates dollars, being accountable and innovative also come into play
w i t h t h e
o v e r a l l
o f A u c kl a n d
C o u n c i l i n
l a st 12
mo n t h s
A high opinion
of council
37%
Being respectful
Offering good value for
rates dollars spent
what you do
Looking for better ways to
do things
1
2
3
4
A high opinion of council happens when
people feel treated with respect and effort is
made to deliver the best value and most
efficient services
To deliver on councils core value of integrity and honesty, the most important areas to
focus on are respect and accountability, along with ensuring that all Auckland residents
feel valued and included
w i t h t h e
o v e r a l l
o f A u c kl a n d
C o u n c i l i n
l a st 12
mo n t h s
Council acts
with integrity
and honesty
26%
Being respectful
what you do
Valuing and including all
Auckland citizens
1
2
3
Integrity comes from being respectful of
residents, accountable for your actions and
being inclusive of all Aucklanders
In Summary

Association of the pohutukawa logo with Auckland Council is becoming stronger
over time

42% spontaneously connect it with Auckland Council (up from 36% in 2012)
77% connect it with Auckland Council when prompted (up from 74% in 2012)

Summary Awareness

The connection between Auckland Council and CCO sub-brands is also
growing stronger each year

Residents are more likely to connect Auckland Council with the ATEED sub-
brands (45%, up from 33 in 2012)
One third make the association between Regional Facilities sub-brands and
Auckland Council, however there is a low level of association between
Investment related and Waterfront sub-brands, with Auckland Council
Awareness of the services provided by Auckland Transport have strengthened
among residents, with the redesign of the CCOs sub-brand transport logos
(e.g. LINK buses) contributing to greater recognition of the services they offer.

Most residents know that council is responsible for delivering the things that
matter most to them e.g. rubbish, planning transport options and preparing for
the future

Positively, awareness of the essential services and other functions that
Council provides are increasing over time.
The more council services that residents are aware of, the more satisfied
they are with councils overall performance, and they more trust and
confidence they have in councils decisions

Aucklanders who place higher importance on improving public transport and
greater ease of getting around are more likely to be aware of Councils
responsibility in making this happen

Those who feel this is important are also more likely to have high
satisfaction and trust in council, indicating the importance of planning
and delivering an efficient transport system
Summary Council Services

Awareness of the Mayor and councils Vision to become the Worlds Most
Liveable City is significantly increasing each year (65% are aware in 2013, up
from 53% in 2012)

In order to deliver the Vision, residents believe that public transport and the
ease of getting around the city needs to improve, along with the provision
of more affordable housing

Summary Councils Vision and Values

Delivering on councils core Values will have a strong impact on improving
satisfaction with councils overall performance

Residents feel that council is delivering on its Values of Pride and
Innovation, especially among those living in East Auckland, 20-29 year olds
or ethnically diverse residents
The Values to improve and focus on are being respectful, delivering
excellent service, offering good value for money and including all
Auckland residents
Auckland Council is frequently talked about in the media, across a wide
range of topics that are relevant to residents.

The topics most commonly portrayed in the media are those that
residents feel most strongly about.

Positive news stories about council impact strongly on levels of overall
satisfaction and trust, highlighting the importance of sharing good
news stories with residents and informing residents of all the good
things council does to improve their city.

Summary Council in the Media

Satisfaction with councils overall performance and perceptions that council is
going in the right direction have significantly improved since 2012. However,
residents levels of trust and overall opinion of council remain stable in
compared to last year

Trust, high opinion, integrity and honesty are the key areas that drive
satisfaction with councils overall performance

In order to improve trust, council must be respectful, have a clear Vision for
the future, and accountable to make it happen

A high opinion of council happens when residents are treated with respect,
they get good value for rates and perceive council to be innovative and
accountable for their actions

Integrity and honesty comes from council being respectful, accountable
and ensuring that all Auckland residents feel valued and included

Summary Overall Ratings

Residents who have low levels of satisfaction, trust and confidence in council
are also less likely to agree council is delivering on all their values

In order to improve perceptions of council among these residents, council
needs to focus on a cleaner, greener Auckland with improved cycle paths
and walkways, less graffiti and great restrictions on dog control

Summary Overall Ratings

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Colmar Brunton 2013 1

RESIDENTS BRAND HEALTH & VALUES SURVEY

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