Industry Method Client Design & Creative Case studies

Our Marketing Department has considerable experience working with clients in a range of industries in the private and public sectors.

Some of industry experience includes

  • Agricultural machinery
  • Alcohol
  • Automobile
  • Beverages
  • Charities
  • Employment
  • Exhibitions
  • Fast Moving Consumer Goods
  • Laundry detergent
  • Local government
  • Manufactured goods
  • Media
  • Pharmaceutical
  • Primary industry products
  • Professional services
  • Property
  • Retail
  • Shopping Centres
  • Snack products
  • Telecommunications
  • Telstra Country Wide
  • Tertiary Education
  • Travel

We use a number of methods to gather essential knowledge about your industry. Our aim is to know at least as much as you do about your industry. Some of these methods include:

  • Client briefings
  • Media audits
  • Desktop research using the internet
  • Clippings search
  • Interviewing experts in the field
  • Journal searches

Our client experience includes accounts at the regional, state and national level. Some of these include:

  • Alka Seltzer
  • Artfern (IAMA)
  • Australian Commonwealth Government
  • Australian Hardboards
  • Canesten
  • Chux Superwipes
  • Cointreau
  • Colonial First State
  • Department of Employment, Training and Youth Affairs
  • Eno/Disprin
  • Galliano Sambuca
  • Galliano Liquore
  • Glad
  • Janke Agricultural Machinery
  • Martini Barcardi
  • National Dairies
  • National Foods
  • Omomatic (Lever Rexona)
  • Optrex (Boots)
  • Optus Premium Dealer Network
  • Phillips Fox Lawyers
  • Pluravit Multivitamins
  • Propecia (MSD)
  • QM Properties
  • Radio 2SM
  • Reed Exhibitions
  • Remy Australia
  • Telstra Country Wide
  • Toowoomba City Council
  • Toowoomba Holden
  • Tostitos
  • University of Queensland (Gatton)
  • University of Southern Queensland
  • West-Star Motors
  • Wingate Properties

Design & Creative
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Case Studies
These three projects indicate the capabilities of Our Marketing Department and the integrated approach using a number of marketing tools.

Ipswich Riverlink
Wingate Properties and partner Abigroup were selected as the preferred developer of the 58.7 hectares of Queensland Rail land at North Ipswich. The site is located across the Bremer River from the Ipswich CBD and home to buildings of heritage and cultural significance. Public opposition to the development would halt proceedings for the developer.

Marketing tools:
Community consultation comprising media relations, press conference, direct mail and advertising (press and website).

A community consultation program was undertaken to identify the stakeholders in the project, seek their opinions about the issues concerning development, communicate with them during the planning process and provide an accountable report that would allow the developers to modify the masterplan of the Riverlink development.

More than 45,000 people were exposed to the Riverlink Masterplan through newspaper supplements, media editorial, press advertisement, newsletters and web site. An additional 400 people attended workshops and meetings or viewed static or manned displays.

The consultation program used a number of feedback mechanisms including feedback forms, 1800 freecall telephone number, an email response form via the web site and individual interviews.

Analysis of these feedback mechanisms indicated an overwhelming 93% of residents supported the Riverlink project with 2% of respondents opposing. Another 2% of respondents did not indicate their preference while an additional 3% were neutral.

Canesten anti-fungal cream
Problem: Bayer Pharmaceuticals' Canesten topical anti-fungal cream was once only available to consumers via the pharmaceutical script written by a General Practitioner. A loyalty program was used with GPs resulting in brand dominance in the sector. Federal laws changed to allow Canesten and similar competing anti fungal creams to be sold over the counter (OTC) at pharmacies. The threat of losing market share prompted the need for some innovative marketing activity.

Marketing tools:
Direct mail, event management and sales promotion.

A series of "Fungal in the Jungle" themed nights were held with African styled teasers and invitations to pharmacists and staff who would be in the position to recommend Canesten over competitive anti-fungal products. Functions were held in the botanical gardens or zoos of Brisbane, Sydney, Melbourne, Adelaide and Perth.

An acting troupe was hired to perform as characters to illustrate the benefits of Canesten as guests were led through the "jungle" with a jungle juice refreshment in hand. A presentation about Canesten was followed by a jungle themed three-course meal.

The highlight of each night was a performance by the Wendy Matthews band. Guests were provided branded goods including a special release CD and information relating to the sales promotion. This was designed to encourage pharmacies to purchase Canesten in order to receive entries into the draw to win a Jeep or an Australian Safari.

"Fungal in the Jungle" nights were a talking point amongst pharmacy staff around Australia for years following the events and market share of Canesten was maintained despite the change of market factors.

NationalPak Escape
Problem: NationalPak, suppliers of commercial bags and wraps were losing market share to their competitors using price-cutting methods.

Marketing tools:
Trade loyalty program comprising direct mail, event management and sales promotion.

A trade loyalty program was implemented based around the theme "Escape". Purchases of NationalPak products contributed toward quarterly prizes such as "Three day island escape" to Lord Howe Island; "Luxury car day escape" driving Ferrari's and Porsches and a "Weekend Island Escape" to Orpheus Island in the Great Barrier Reef.

The scheme was launched to NationalPak clients in Brisbane, Sydney and Melbourne at historic prisons or penal colonies.

Promotional materials were produced to launch and sustain the program based the Monopoly game so customers could track their progress toward winning prizes. A range of branded products was used to retain enthusiasm for the program.

This campaign won international recognition in the Business to Business section of the World PRO Awards, the annual awards for the sales promotion industry, held in the United States.