Marketing Communication Program
Challenge: To communicate the value of project management to stakeholders thereby assisting the Project Management Institute Australian Chapters (PMI), hold a successful national conference in Brisbane. To source relevant information, speakers and set up opportunities to encourage media organisations and project professionals to promote project management and in turn the Conference. Challenging factors included working with a volunteer organisation strapped for time and resources.
Strategy: Build momentum for the Conference by highlighting the achievements of sound project management globally and addressing areas in which professionals need to improve to service the needs of industry and the general community. Backtobasics Communication Services worked with PMI Qld chapter to deliver a world class conference which attracted a high calibre of industry and community leaders. The first marketing communication initiative was to hold a Pre-Conference breakfast event which galvanised all stakeholders and created a buzz leading up to the Conference. The second was a sustained media relations program which involved sending out communication to media organisations and organising interviews for high profile Conference speakers including Ann Sherry, Executive Chairman, Carnival Australia, Bernald Salt, Professor David Hood and PMI Qld President. This strategy allowed the PMI to increase brand profile, expand the conversation about issues relevant to the community, and gain media coverage for the Conference. Social media was also used to build a strong fan base to share stories of success, discuss issues and encourage attendance.
Achievements: Successful conference attended over 350 delegates. Overall PMIAC 2015 media campaign helped to raise the profile of the Project Management Institute in Queensland and nationally and internationally through quality articles in mainstream media including: ABC radio, The Courier Mail, Sky News & Channel 7 News, plus industry magazines. High levels of reach and engagement achieved through social media channels, Linkedin, Facebook, Twitter, creating a solid base for the PMI Adelaide chapter to build upon in 2016.
PMI Australia Conference 2016: Following on from the success of the Conference in Brisbane, Backtobasics Communication Services was engaged to assist the PMI Adelaide Chapter promote the national conference in 2016. With our support, the Conference achieved $100K in sponsorship (an increase of $40K) and an additional 50 delegates. Due to budgetary constraints the marketing communication strategy utilised primarily social media channels to promote the conference and explore issues relevant to improving the role of project management for professionals and the industry.
Articles about the Conference
Go Fresh Go Green - Community Engagement & Media Program
Our Challenge: To inject new life in the Toowoomba Gardenfest 2014 and to increase attendance. The festival was being self funded by Plan Ahead Events with inkind sponsorship from Toowoomba Council and Southern Cross Institute of TAFE (SQIT). Consequently, we needed to attract new sponsors, a higher number of exhibitors and attendees to be profitable.
Strategy: Backtobasics Communication Services developed a comprehensive community engagement and media program to reinvigorate a 30 year old gardening community event. Our strategy was to attract a wider audience by focusing the community’s attention on eating fresh and buying or growing locally produced food. We worked with Plan Ahead Events to develop sponsorship packages and engage new exhibitors, presenters and sponsors. Backtobasics Communication facilitated additional food segments using local chefs, producers and talent. We held a launch one month prior hosted at SQIT with the Lord Mayor of Toowoomba as special guest to attract media and acknowledge sponsors. An official opening for the festival acknowledging sponsors and supporters was held on the first day of the festival. This showed that Gardenfest had a high level of support and endorsement from government and the community.
Achievements: Backtobasics Communication Services assisted Plan Ahead Events to attain media sponsorship from Southern Cross Ten, Radio 4GR and The Chronicle, plus inkind donations from Harvey Norman and local companies. A regional media campaign resulted in media coverage on regional TV, newspapers and radio. Overall delivering sponsorship and publicity value of over $25,000. Backtobasics Communication provided copywriting support and produced quality marketing materials to promote the event.
Unfortunately, as Gardenfest was held outdoor on the SQIT oval leaving some areas exposed and affected by severe bad weather which impacted on attendance. The location for the festival was part of a sponsorship arrangement and could not have been changed for 2014, however, a new location was sought for 2015.
This $300K project involved developing and implementing an education and community awareness campaign for residents in the Port Douglas and Mossman area, to help communicate water conservation measures being implemented by the Cairns Regional Council. Adriana was part of a team of consultants, at Marketplace Communications, New Farm (June to Dec. 2011) who developed a three-phase communication strategy which aimed to inform the communities of the need to save water, encourage behaviour and attitudinal change, and then reinforce water conservation behaviour. As Account Manager, Adriana was primarily responsible for managing this account with direction from the Managing Director and assistance from a Marketing Assistant. The campaign involved:
As Account Executive, Blackie McDonald Consultancy, Sydney (2000), Adriana managed media programs for a variety of financial and technology based clients. Tasks performed included: writing and distributing media releases, organising media conferences/interviews, monitoring media coverage, and reporting to clients.
The launch of the AGL pipeline to the financial community involved a sensitive media campaign which provided great results for the company. All projects undertaken achieved increased awareness of the companies’ profiles and their intended messages within their target markets.
As Account Director, WCG, Whyment Consulting, Sydney (1999), Adriana developed and implemented communication strategies for Royal & SunAlliance’s customers and employees.
As Account Manager, Public Affairs, Edelman International, Sydney (1997) Adriana worked as part of the communication team to launch Centrelink offices nationally.
Liaised with Royal Children’s Hospital and Amway to develop a media strategy to promote sponsorship initiatives. Staged media events, including the launch of Amway’s online trading website liaised with media, co-ordinated interviews and reported on results. Successful media coverage for the sponsorship partnership was achieved.
As Senior Consultant, McCall’s Pty Ltd, Public Relations & Public Affairs Consultancy Brisbane (1994-1995), Adriana was responsible for managing the above accounts. Each account involved assessing their communication needs and developing a strategy to suit. Components of the strategies included:
The media campaigns of the above clients achieved great results in obtaining news and feature stories in local, metropolitan and national newspapers. In the case of Tangalooma Moreton Island Resort, extensive television coverage was also achieved to promote its Wild Dolphin Feeding program.
This was a franchised organic healthcare business originating from One Group Pty Ltd, Australia, which Adriana operated and managed while living in Hong Kong. The marketing strategy for the business involved targeting direct consumers as well as businesses and employed communication tools including:
Adriana established a successful niche business in Hong Kong and expanded the market and awareness of the benefits of organic products by using a variety of communication tools.
Adriana was primarily responsible for the production of the Dementia Services Development Centre’s publication “Australian Dementia Care”. A magazine which promoted the work that Age Care Professionals conducted in the community.
Adriana wrote and edited articles and managed the production of the magazine, as well as developing and implementing a media program to promote the visit of reminiscing practitioner, Faith Gibson, Emeritus Professor of Social Work, University of Ulster, Northern Ireland. The result was a greater awareness of the needs of dementia suffers and ways in which to help treat their condition in the community.
These communication strategies and their implementation helped to achieve the Centre’s goals.
Adriana expanded the marketing role to include communication elements to greatly enhance the positioning of the company in their customer markets, and the local community as well as to improve internal communications. Projects included;
The result was a successful communication and marketing program which greatly enhanced the company’s position and contributed to their financial achievements during this period.
Adriana helped to implement successful communication programs and achieved the co-operation of many government, businesses and community groups to help fulfil the Department’s communication objectives.
As part of the Education & Information Unit team, Adriana co-ordinated and assisted with the event management of many public communication and education programs including:
Don’t waste this opportunity. Adriana Summers, Director of Backtobasics Communication Services enjoys learning about the difficult marketing challenges facing SMEs. Call now and have a chat.
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