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Case StudiesThe Australian Centre for Lifestyle Horticulture (ACLH) tendered for and was successful in helping the state government produce a waterwise gardening campaign. I helped with a communication strategy and project management. A 32 page booklet was produced called Smart Gardening for the Future. The booklet features SMART gardens from around Queensland. The owners of these gardens have used the SMART principles to create water efficient gardens. The booklets will be distributed Queensland wide over the next few months.
Taste WA another in the Global Food and Wine Magazine's Taste series. Showcasing West Australian food and wine. Also see the articles I wrote for the second Taste Queensland publication
Global Food and Wine Magazine launched the first of the ‘Taste Series’ featuring the best of Queensland produce and wine. As David Gorrie, the publisher said, Queensland is achieving high levels of economic growth over the rest of the country and it goes without saying that ‘us’ Queenslanders have a can do attitude and a passion for what we produce. Who better to showcase these businesses than a Brisbane freelance writer.
Marcelford Wholesale Meats Pty Ltd is located in Ipswich. The family owned business has been operational for 19 years. They process and provide beef, veal, lamb and pork to butchers and the food service industry in Queensland and New South Wales. The director of the
company Bob Fairbairn wanted
to extend his product range and include a ‘premium
product.’ During a business trip he discovered Tasmanian
lamb. The Marketing concept was new to the company so I started by creating a marketing plan to determine branding, positioning and promotion. The name “Royal Reserve”® was chosen and trademarked, together with the tagline, ‘the taste of Tasmania’. The product is hormone and steroid free and these attributes are always included in marketing material. I briefed a graphic designer to create the logo and an alliance was developed with the Australian Meat and Livestock Association to use some of the recipes on the website www.themainmeal.com.au A set of recipe cards were developed and sent out to ‘selected’ butchers. A3 Posters were created for trade shows and for display in butcher shops and finally new packaging was created to distinguish the product. The company has a dedicated sales team and they have worked hard to promote the product and get the name ‘out there.’ Since the launch of this product lamb sales have increased by 15% in 12 months.
Lingo was engaged by TAFE to implement their public relations strategies and in this role I achieved 80% media coverage every month. I also helped to write content for their 2006 Program Guide, promotional materials for the various faculties and with events organised by the Marketing Department. Public Relations works side by side with marketing in TAFE for a total integrated strategy.
RED-i Design, Graphic Designers, commissioned our services for a public relations campaign. The company has relied heavily on referrals for new business. It has done little advertising and no public relations. An audit was done on their communications and secondary research revealed favourable relations with their publics. The business decided to go with our PR package that includes a plan and tactics, a list of targeted media, a media kit, ‘nose for news’ training and the writing of two feature articles. One of those articles hit the mark and was published in Desktop Magazine. See latest news We set out to produce a workable plan to identify some strategies for incorporating PR into their marketing plan. Lingo suggested a twelve month campaign with post campaign research to determine the meeting of objectives. The campaign will kick off in the New Year.
Working with Rural Press (Bayside Bulletin) showcasing local business by writing advertorial and taking photos. These small businesses are a wealth of stories of entrepreneurship and courage that they often can’t see. I see it and I exploit it. State
Government often
engage the services of
consultants to help with implementation of plans. Lingo set up a public
relations campaign for the Department of Employment and Training to
create awareness of vocational education and training.
In 1997 O-I Asia Pacific (Melbourne) formerly ACI Glass Packaging commissioned Booth Consultancy to provide a solution to its outdated and unproductive training. I worked alongside that consultancy to write and produce training modules in full multimedia. Stan Bialas, a manager at the Melbourne Plant said, "This was a huge step for our company, and required expert knowledge of our processes and even more importantly a person who could transfer this information to a computer. "Key personnel from plants across Australia were involved in developing these modules. Susan worked many hours with Booth Consultancy writing and producing over 800 modules. "She was a key element in the success of this training database. "Her ability to translate the information in a simple yet precise manner had far reaching and positive effects on our multicultural workforce. "It is now some 9 years since it inception, and there has been no turning back. "I am proud to say that the skill level of our employees has increased greatly and that each module is now recognised by the State Education System with certification transferable from state to state. "I have been with the company for 32 years and I would have to say that this has been one of our greatest achievements. "Sincere thanks must go to Susan for her commitment and the professional manner in which she approached this project, and for her patience and understanding, all of which were greatly appreciated. "Susan was a pleasure to work with. "A key asset being her wonderful personality." QANTM are well renowned for the delivery of multimedia training in Brisbane. Lingo approached the company in 2001 to determine if we could help them design and write instructional material. They indicated that they had a need for an instructional designer/writer for two particular units that were included in a Diploma program. They needed it to be re-written for vocational education of year 11 and 12 students. After determining what was required I entered into a contract with the company to undertake this project. It entailed the writing of two units in a Certificate of Multimedia. This work was produced under budget and two weeks prior to the contract expiration. | |||||||||
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