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Our work
We have been providing marketing strategy, business advice and communication solutions including copywriting, project management and production for small, medium and large companies. Below are some of the companies we have consulted to:
Pfizer Consumer Healthcare - development and implementation of a Customer Relationship Management Programme for their brand Rogaine and the Rogaine Results Programme. The purpose of the programme was to augment sales through the retention of customers and was designed to provide flexible delivery via the Rogaine website and customer care centre.
Waste Services NSW – wrote and art directed an advertising & PR campaign to educate the public on appropriate disposal of hazardous waste.
The College of Nursing - Australia’s oldest and largest professional nursing organisation. Each year, more than 6,000 nurses undertake post-registration education with the College.
We developed, launched and implemented a dynamic new corporate image including a new logo, comprehensive style guide, new publications and new marketing material to coincide with the College's 50th anniversary and positioned the College as Australia's premier professional nursing organisation.
After reviewing the College’s advertising activity, we developed a cost effective, annual marketing plan. The plan increased advertising reach and frequency by 50% for the same dollar spend, and resulted in an increase in course leads in excess of 300%.
In response to extensive member research, a comprehensive Professional Reward Program was designed to retain existing members, attract new members, increase membership revenue, and provide members with true value for their membership investment.
Legalsuper – super fund manager for the legal profession. Project to re-write over 200 system generated letters to superannuation members in accordance with their style guide creating consistency in message with increased customer focus and cross selling other services such as life insurance. This project was completed within two weeks.
Connect2Field – wrote/edit blog for SAAS (software as a service) cloud based applications, software provider targeting services industries. Wrote submission for Wikipedia and other online reference sites discussing Connect2Field its operations, product and delivery.
Seconds Count – wrote content for new website for a 3D, dynamic, interactive new e-learning online training programme for First Attack Fire Fighting and Evacuation Awareness procedures training for employees as well as wrote email marketing shots and copy for leave behind brochure.
BT Financial Group - Worked with the team which developed strategies to identify and implement efficiencies in scalable voice operations and deliver an improved customer experience across the group’s 10 brands. Working to a strict deadline, this involved development of research and analysis tools, undertaking business unit analysis and developing the migration strategy. Also worked on developing and implementing the internal change communication strategy for the project. This included steering committee, business unit, project update and strategy presentations and reports.
Music Council of Australia – wrote ad copy, dm letters, sales promotion and advertising proposals to increase membership base and promote new services and benefits.
Sportsbet - online betting agency - project involved the cleansing and updating of their database, incentivising inactive clients and increasing usage by building loyalty among clients who used a number of online betting agencies. Design of telemarketing scripts.
CAD partners - franchise specialising in providing management accounting/financial control to SMEs with over 130 licensees throughout Australia & NZ. Conducted a marketing audit that resulted in a complete overhaul of all the marketing collateral and methods. The adoption and implementation of more cost effective and measureable online marketing methods including email marketing campaigns, quarterly e-newsletter, Google AdWords, development of a new website and online Yellow & White Pages. I developed a PR programme to build awareness of their services targeting specific SME industries utilising case studies. I wrote and produced CAD Partners’ quarterly newsletter, e-marketing pieces, case studies and press releases.
Mortgage Finance – mortgage manager based in Sydney’s southern shire that wanted to position themselves for growth into the mortgage origination market. Rhino Marketing provided business and marketing communications advice and augmented implementation. This encompassed the re-branding of their retail corporate identity and the launch of the wholesale investment division. In addition, we provided support across sales channel development, re-develop with the writing and design of new collateral material, internet/e-commerce strategy and the development of a new website (site architecture, project management and copywriting), PR, advertising & media strategy, copywriting and art direction, and the development (writing and production) and participation in presentations to wholesale investors such as James Fielding, ABN AMRO & Merrill Lynch.
Key 3 Steps - experiential marketing agency with offices in Sydney, Melbourne and Brisbane – developed and implemented a Marcomms strategy that encompassed, internet/e-commerce with upgrade of their website to be more interactive and educational, Google AdWords, database/prospect building and PR to raise their profile among marketing professionals. Wrote an opinion piece published in AdNews to build awareness among marketing profession of experiential marketing as another weapon in the marketing arsenal.
IKON IT Solutions – Central Coast based IT services company. Wrote lead generation telemarketing script and trained their staff with a call approach strategy. Also provided advice on web site design and architecture, branding & positioning developing a strap line that encapsulated their service offering and modus operandi.
ClearView Retirement Solutions - Grandparent’s Day Competition – an annual PR & community involvement event with school children throughout NSW and the ACT to acknowledge and honour the contribution and role grandparents and senior citizens play in children’s lives. The competition required children aged 6-14 to write a poem and do a drawing about their favourite grandparent(s). This event drew on ClearView’s sponsorships of the Dubbo & Taronga Zoos as part of the prize pool and to generate awareness of other community projects they contribute to. I was responsible for project managing the event recruiting schools and generating local and statewide publicity, contacting the media and writing all media releases. Over 4,000 children were involved in 2006. In addition, I wrote an article about the event for ZooNews – The Sydney Zoological Society’s publication.
Richmond Greyhound Racing Club – prepared a written submission to Greyhound Racing NSW in response to GRNSW's proposed changes to the TAB race calendar. This project required the ability to quickly understand a complex sporting industry and put forward a compelling argument to retain the existing TAB race date calendar.
Scope Lending – wrote promotional flyer with cut through in a highly competitive market to generate home lending leads for distribution via local paper and letterbox drop in Eastern Suburbs area.
Shell Half Lead/Clean Air - Shell, my client, produced a half leaded petrol. Shell wanted to develop a test program for direct mail targeting female owners and drivers with a pre 1986 vehicle.
Whilst researching the market potential, specifically within NSW & VIC, I contacted NRMA to obtain industry statistics. It was while undertaking this research I discovered the Clean Air 2000 initiative to clean up Sydney’s skies by 2000. I proposed that NRMA and Shell could work together to communicate to all NRMA members who own or drive pre 1986 vehicles. Shell were already part of the task force with both organisation's CEOs on the committee. This was an opportune time to really get Clean Air off the ground and demonstrate its abilities to influence, educate and change the community's behaviour.
The campaign had two objectives. Firstly, to communicate to drivers the effects of lead emitted by car exhausts on the environment and the benefits of Shell Half Lead and secondly, to encourage drivers to switch to using Shell Half Lead in their cars.
A test program to 20,000 NRMA members was undertaken encouraging drivers to switch to Shell Half Lead. Three proofs of purchase were required of a minimum fill of $15 each, to enter the draw for a major prize. To test the offer and response by gender the 20,000 records were broken up into four cells of 5,000. 10,000 males and 10,000 females. The prizes - free petrol for a year or a luxury weekend for two at the Hyatt Coolum resort.
An innovative pack playing on the Clean Air imagery was developed using a clear envelope revealing the Clean Air 2000 logo. This was the first time a clear envelope had ever been used in Australia. This pack was entered in the Clio awards in New York.
This campaign was a major achievement as never before had NRMA allowed another organisation to communicate directly with its members. It also became a great case study for NRMA to approach other organisations to undertake joint projects such as the Shell campaign.
Launch of SGIC Initiative - 'The Offer' - The State Government Insurance Commission of South Australia launched a new initiative. This initiative involved many months of research and development by SGIC. Cartwright Williams were appointed to develop a direct mail campaign, staff incentive scheme and a customer newsletter as part of this launch. I worked in conjunction with SGIC's advertising agency Bottomline Pty Ltd to ensure the consistency was maintained across all media.
'The Offer' - originally the working name – became the promotional name used in all communications. The Offer rewarded customers for holding two or more of their insurances with SGIC. Customers were offered a choice of 10% off all their insurances or an additional free month's cover.
The direct mail campaign was targeted to customers who automatically qualified. The objective of the communication piece was to thank them for their business and to obtain their preference of 10% off or 1 month extra. The response was overwhelming. Customers were only able to respond via a personalised coupon or by going to a branch. Phone response was avoided to alleviate any bottleneck at their telemarketing centre. The response rate via coupon exceeded 36%.
A newsletter was developed to communicate to all customers that did not qualify for The Offer, of the benefits they would receive if they were to bring their other insurances to SGIC. Each page featured a product group ie. motor, household, health, life & business insurance. A survey was included on the flysheet. The response from customers was very encouraging, they liked the helpful hints, the short and informative stories and information about the insurances available.
Never before had SGIC combined all their products into one communication piece. The life insurance area experienced a large surge in business from customers who did not know they offered life and investment products. All in all, this communication device proved that SGIC's initiative of bringing all their insurances together made good business sense.
The Extension Factory - Developed a detailed proposal and business plan for the launch of a new division promoting sustainable small footprint housing.
State Bank of NSW - Credit Card Mailing - Following the de-regulation of the credit card market in October 1993, State Bank were required to write to their credit card customer base and advise them of the changes to the credit cards being offered by the Bank. Specifically, to encourage them to move to a more profitable card structure for the bank. 400,000 mail packs went out to their customer base. This database was broken down into 13 segments to which each were sent a targeted communication piece involving varying levels of response and offers to suit the audience.
This project was very complex as the strategy continually changed as competitors were releasing their new card structures. This impacted on the creative and proposition dramatically. In all the project took 4 months to complete with data cleansing and de-duplication being required twice.
State Bank of NSW - Prospect Mailing Credit Card Offer - State Bank wished to increase its credit card customer base by offering a pre-approved credit card to recent home purchasers. Both existing and non customers were targeted. 230,000 mail packs were sent out to a non customer prospect list with telemarketing follow-up being conducted on a sample of 20,000 non responses. This telemarketing activity was conducted over a 2 week period with up to 37 staff rostered daily. The purpose of this exercise was to test the effectiveness of telemarketing follow-up to a mailing. This was the first time the bank had undertaken such an exercise, and it is believed, a first in the industry. The results proved conclusively that telemarketing follow-up to a mailing increased the level of response.
GIO Australia - Allocated Pension Seminars - To take advantage of market conditions, a cross marketing program was developed for Allocated Pensions with a series of workshops held over a period of 4 weeks at 16 venues across NSW promoted by a mailing to 95,000 motor vehicle customers. The mailing promoted the advantages of allocated pension schemes prior to major changes to tax rules which were to become effective 1 July 1994. Each motor vehicle customer was linked to a venue by their residential postcode which was then allocated to a sales territory. Upon response, each customer then received a personalised invitation confirming their attendance. This device was used to 'warm up' the customer just prior to the seminar to ensure their attendance.
With previous experience gained while working with GIO Life, it became invaluable in setting up this project already knowing the internal structure and the telemarketing facility I had put in place.
TAFE NSW - Developed an overarching brand positioning strategy to allow local TAFE colleges to build their own profile as centres of excellence while still leveraging the strength and history of the broader TAFE brand.
Lexus Australia - Prospect Mailing - Lexus Australia were wishing to increase sales of their 300 model and had developed an incentive to purchase being a chance to win a trip to Tuscany with VIP seats at a performance of AIDA at the Arena de Verona. A mailing to 10,000 prospects was undertaken with the mailing list consisting of 7 segments. This campaign, whilst seeming very straight forward, was done in a very short lead time with delays being incurred by each supplier thus squeezing the fulfilment end. With only 2 days to complete de-duplication of all lists against the Lexus owner database, letter text set up, laser personalisation, hand matching and pack insertion. This was achieved.
Toshiba - Lead Generation Programme - A pilot telemarketing lead generation programme was conducted for Toshiba to generate leads for a new business pack via targeted industry groups. The pilot was conducted in Sydney and Melbourne. We advised the client as to which industry groups to target and supplied lists of same.
Hot leads were faxed through daily to the relevant dealer based on the postcode, these were qualified prospects who were genuinely interested in purchasing the business pack. Medium to long leads were sent out a product brochure with a list of same provided to each dealer for follow-up at their own convenience.
Based on the results of the campaign Toshiba decided to roll out the programme nationally.
Prudential Assurance - Quality Assurance. A customer satisfaction audit conducted on behalf of Prudential Assurance among their intermediaries both agents and brokers. This was done nationally on a quarterly basis. A questionnaire was developed and tested and state samples determined.
The reporting was broken down by state to measure individual state performance and then compared nationally. Further analysis was conducted to compare the results of each stage to gauge the level of improvement or otherwise in the customer service benchmarks for performance.