Campaign Overview

Challenge Trust is one of many New Zealand charitable trusts invested in paving the way for a brighter future and supporting those in need. A unique not-for-profit organization, Challenge Trust is a recovery-services specialist group which has grown from its initial sole facility to over 20 residential homes providing care to people with a variety of needs relating to addiction, mental illness, physical disability and rehabilitation, intellectual disability, and eating disorders.

Challenge Trust appointed Alexander Communications to assist with raising its profile as a leading recovery services provider and presenting to the public its new initiatives, service centres and programmes.

The AC team has been fortunate to work with CEO Clive Plucknett and his dedicated team at Challenge Trust. The team’s passion and commitment to their work and the people they help was evident from the outset, and this message is reflected in our work.

In September 2010, Challenge Trust and the Auckland DHBs launched Thrive, a much-needed service for the treatment of eating disorders in the upper North Island. The first of its kind in the region, Thrive’s opening in two buildings in Parnell, Auckland was attended by guests including health professionals, DHB board members and select media.

Results
For the official opening and launch of Thrive, our brief was to raise awareness about the centre and bring the service into the public eye.

Tact and sensitivity was crucial in our approach to a widely misunderstood issue. AC worked closely with the Ministry of Health and Challenge Trust to introduce key print and broadcast media to Thrive by arranging private tours of the facility and one-on-one interviews with Clive Plucknett.

AC secured feature stories on TV One News, TV3 News, and Radio New Zealand.

Coverage was also seen in national and community newspapers and in online media, including the Sunday Star Times, New Zealand Herald, Gisborne Herald and Eastern Courier.

The launch of Thrive was a great success, with child advocate Christine Rankin accepting the invitation to officially open the centre. The achievement by Challenge Trust of a substantial brief in a short timeframe was a proud moment for the Challenge Trust team and the many families involved.

The much-needed facility was well received by the community, and several local schools demonstrated support by responding generously to AC’s request for inspirational artwork for permanent display at Thrive. Coverage regarding this school support was seen in Education Today, www.times.co.nz, www.scoop.co.nz and www.infonews.co.nz

Additionally, AC recently secured the cover-page story ‘What business owners can learn from NFPs’ in NZ Business Magazine. Clive Plucknett was the subject of the cover story by Ruth Le Pla.

An inspirational leader with considerable experience across many industries (including a previous career with the NZ Police), Clive says, “The most valuable asset you have is self knowledge,” and advises leaders to figure out when they need to pull in someone else. “A lot of people are so busy being busy that they don’t step back and look around.”

Challenge Trust was profiled for a second time on the evening news, TV3 6PM, when Clive Plucknett was featured as an expert in the area of mental health and recovery. Appearing on two consecutive nights over a weekend, the two stories reinforced Challenge Trust as a leading recovery services and mental health organisation, with direct quotes from Clive.

Clive Plucknett has appeared extensively in the media on other occasions, and was quoted in the National Business Review, in ‘Depression the Silent Epidemic for Executives’. This article has been a valuable profile piece and has generated significant response from other executives direct to Clive.

Earlier in 2010, Clive appeared on TVNZ’s NZI Business with Corin Dann to discuss the topic of mental health treatment for high-level executives. His appearance reinforced the message of Challenge Trust’s leadership in this area of health, and highlighted the programmes available to assist those with depression.

To find out more about Challenge Trust and the services they offer, visit www.challenge.co.nz

Last year I delivered the worst presentation of my career. I’ve tried to forget it. I have since made up for it with many successful, impactful presentations that have  engaged and added value to my audience. The difference between that one disaster and the many successful presentations before and after that episode over my career is in the story telling.

In the great ones, I was relaxed, knew my audience and built their respect quickly with the backstory and relevant tales. They left with a number of useful “takeaways” that they could use immediately after being inspired by these true stories. The worst one  quickly created a hostile audience that momentarily tripped me up and made me fall back on theory, product and widget. I temporarily forgot the art of story telling. It was hard for me to recover after that. Some things you just have to move on from. Onwards and upwards as they say.

I have enjoyed being involved with many successful Ceo’s over the years. Savvy chief executives I have known understand how to tell their (and their company’s)  story. Yes the numbers are important, but only when woven together by the magical (and sometimes terrifying) story that helps make sense of the numbers. We can relate to the story in some way.

The product, service and the experience are vital, but it’s the story that capivates and attracts early adopters and then the follower market. Refining, refreshing and adapting this story along the way in a relevant and impactful way to your target audiences including your own team, suppliers, partners, clients and the market is vital.

The art of story telling is learned really early on in life if you are lucky. If you can draw on this you will be ok. Have you ever told your children a story “out of your imagination” rather than reading out of a book? Have you ever told a story around a campfire? It’s about theatre of the mind, setting the scene, relating to your audience and having good timing. A beginning. A middle. An end. Many of us  tell stories each day around the water cooler, at the barbeque over the weekend and in our favourite coffee shop.

There is no doubt about it for me, the secret to successful business is in the story telling. We have had some success in this at Alexander Communications through both our keynote presentations and our case studies - effectively stories about what our clients are doing to communicate with their audiences. What has particularly interested me is observing some of the world renowned business leaders who have visited New Zealand. I have been been involved with a few international management consultants recently. I hold these experiences in a special place. I have helped to share their story with New Zealand business leaders. Meeting Tom Peters, Jack Daly, Li Cunxin, Michael E. Gerber and many other local thought leaders has inspired and taught me in so many ways. I have interviewed a number of these leaders at the New Zealand Herald, on Livemygoals.com and Unlimited.co.nz and there are many recurring themes in the tales of these leaders rise to the top of their professions.

One of the observations I have about these thought leaders is that they have honed and crafted their story over time and had success in their own backyards, often writing a book ( or many) about their thoughts and experiences and use this as a story telling medium. They then tell the same story all around the world, adapting as they go along, just like your average Rock and Roll, Hip Hop or Country Music star- they learn their lyrics and tell their story more and more effectively, with authenticity and keeping it fresh, engaging with their audiences and adapting all the time.

Successful Ceo’s and business leaders are in touch with good and accessible stories and share them regularly. The stories are then easy to repeat and share with others. Its not about the widget, but about capturing hearts and minds.

Some of the things I learned from Tom Peters, Jack Daly, Li Cuxin and Michael E. Gerber:

• Write a book (or a few)
• Stick at it – invest 10 000 hours or more at your craft
• Have good timing (in your delivery), know how to read your audience
• Understand that you will affend some in your audience, maybe even shock some , but you will do so in a way that is congruent with your brand. Keep the surprises relevant to your message.
• Apply your knowledge using international and local stories that your audience can relate to, but keep them out of their “comfort zone”
• Dress distinctively. Jack wears monogrammed shirts, Michael wears a panama hat and either full white of full black dress suit. Li Cuxin dresses simply but charms people with stories of his family
• Some of these people are naturally shy, but overcome this on the stage to tell their story
• Pick up local and relevant examples along the way- use this to create content for the future
• Use teleseminars and webinars to engage interested people ahead of your address. This enables you to pick up local questions ahead of your trip. This works equally well for Kiwi’s and Aussies branching out into other markets.

There are many other techniques that the best story tellers use. What are yours? What do you observe from the stories that business leaders around you tell? My own perspective is that the most engaging stories are the “warts and all” stories where we can all learn something from the story teller’s experience. No one likes, or even believes the perfect story… the one without pitfalls, trials and tribulations.

Stories can help you build your support, your team, your business.

How is your story unfolding?

Kiwi small business owners may have the opportunity to write a book with American SME guru Michael E. Gerber. Maria Slade interviewed Michael about his February trip to Christchurch, Wellington and Auckland.

The article was published in the Herald on Sunday. You can find the link to the online story here

Adding to its expanding portfolio of corporate and professional services clients, Alexander Communications (AC) has been appointed to the accounts of GHD New Zealand and Challenge Trust.

GHD, one of the world’s leading engineering, architecture and environmental consulting firms, is at  work on several projects of international significance in 2010, and has asked AC to engage with media in support of its objectives.

Established in 1928, GHD employs more than 6,000 people across five continents and serves clients in the global markets of water, energy and resources, environment, property and buildings, and transportation.

Account Director Stephanie Jones says, “GHD is recognised for its commitment to innovation, safety and sustainable development, and is one of the leaders in current infrastructure development activity in New Zealand. We operate in the area of strategic reputation management, which GHD is seeking, and we look forward to working with GHD in pursuit of its business goals.”

AC has also been appointed by Challenge Trust, a charitable trust which commenced operation in 1993 and now has 230 staff providing services to more than 1,500 people out of 20 sites in the Northland, Auckland, Waikato and Bay of Plenty regions. Challenge Trust’s clients include people affected by mental illness, physical disability, intellectual disability, addictions, dual disability and dual diagnosis.

Co-owner Dwayne Alexander attributes the new appointments to AC’s consistent innovation and the fact that the company uses the web to transparently communicate (through case studies and specific examples) the work it does for clients, who are attained solely through other client recommendations and the AC website.

He says, “Since the company’s inception in 2005 we have steadily built both our client base and the tools we use to promote their work and services and help clients engage with their markets. These tools include our online newsroom, Twitter, Facebook and LinkedIn, which are together proving hugely effective.”

ends

About GHD

GHD is one of the world’s leading engineering, architecture and environmental consulting firms.

Established in 1928, GHD employs more than 6,000 people across five continents and serves clients in the global markets of water, energy and resources, environment, property and buildings, and transportation.

Wholly owned by its people, GHD is focused on client success. Our global network of engineers, architects, planners, scientists, project managers and economists collaborate to deliver sustainable outcomes for our clients and the community. Our core values of Teamwork, Respect and Integrity help create enduring relationships that deliver exceptional results.

GHD is recognised for its commitment to innovation, safety and sustainable development. We care for the wellbeing of our people, communities and the environments in which we operate.

A member of the World Business Council for Sustainable Development, GHD operates under a Practice Quality Management System, ISO 9001:2008 and an Environmental Management System, ISO 14001:2008 which are certified by Lloyds Register Quality Assurance.

About Challenge Trust

Challenge Trust is a charitable trust which commenced operation in 1993 and now has 230 staff providing services to more than 1,500 people out of 20 sites in the Northland, Auckland, Waikato and Bay of Plenty regions.

Challenge Trust’s clients include people affected by mental illness, physical disability, intellectual disability, addictions, dual disability and dual diagnosis. The organization is employed by District Health Boards, the Accident Compensation Corporation and other government departments, and an increasing number of private clients.

Services provided include 24-hour residential accommodation, community support to people living in their own homes, educational services, employment and life skills training, advocacy, information, employment opportunities, family/whanau support and various housing options.

The Trust is governed by a Board which employs a CEO to lead the organization and head the Executive Management Team.

Challenge Trust has modelled itself as having the rigour and professionalism of a corporate, blended with the innovation and heart of a non-government organization (NGO).

Campaign Overview

International engineering consultants GHD have been making in-roads in New Zealand – both literally and figuratively. While paving the way for a brighter future in infrastructure, GHD wanted to share both great news about a new certificate qualification and an international perspective on public-private partnerships in the sector. 

By introducing a Vocational Graduate certificate course, GHD has invested in the future development and maintenance of asset management as a skilled profession. Recognizing this particular gap in the market, GHD has created both solution and opportunity that supports the industry and its budding minds.

National infrastructure strategy group manager Sara Dennis believes New Zealand’s skills shortage in this area has potential long-term implications for our economic development. To help address this, the course caters to a range of different disciplines and the syllabus takes a broad approach to infrastructure topics. Already highly successful in Australia, the certificate qualification in Physical Asset is offered in conjunction with the Chifley Business School in Melbourne and will be introduced here in September.  

GHD facilitated two major infrastructure forums in March, with key decision-makers and international stakeholders in attendance. The AC team was briefed to raise awareness of GHD’s involvement in infrastructure projects, and bring to light the topic of public-private partnerships, without compromising the confidentiality of the first forum, held privately in Wellington on 8 March and attended by New Zealand and Australian government policy-makers and key private sector representatives.

The second infrastructure event was the NZ Trade and Enterprise New Zealand-Australia Investment Forum on 10 and 11 March in Auckland. GHD was a sponsor, facilitator and presenter at the forum. 

Both AC and GHD acknowledged how important the direction, progress and impact of New Zealand’s infrastructure is on the wider public. With infrastructure announcements coming from the government in recent weeks, we agreed that topics of discussion, in particular public-private partnerships should be delivered directly to the public.

Results

The Vocational Graduate Certificate in Physical Asset Management announcement was received with great interest.

Sara Dennis appeared on TVNZ’s NZI Business with Corin Dann to discuss the opportunities and philosophy behind the course and explain its key objectives.

In addition, a full-page article was published in New Zealand Management magazine. The piece, titled ‘A Focus on Asset Management’ outlines the course disciplines and what it sets out to achieve. It positions GHD as an industry leader, highlighting the organization’s foresight and commitment to the future of infrastructure.

AC secured a second GHD television appearance in early March, this time on TV3’s ASB Business with Michael Wilson. Addressing a hot topic at the infrastructure forums in Wellington and Auckland, international economist Steve Kanowski discussed the pros and cons of public-private partnerships (PPP). 

In the same week, the National Business Review covered the issue in the article ‘Public private partnerships needed to drive infrastructure’.  The article was selected as an editor’s choice piece and was of significance to government and key stakeholders; it included quotes from Bill English, Anne Tolley and Steve Kanowski.

Along with the television interviews, the strategically-placed print articles have helped raise awareness of GHD’s investment and positioning in relation to the development and future of infrastructure. These results reaffirm GHD as an industry authority able to communicate with an independent voice on a range of industry subjects to different audiences.

David Newport and his business partner, Paul Devcich of Switch Business have been known to roll up their sleaves for clients and help them get their business structured correctly before they put it on the market.

David has been published regularly in the New Zealand Herald and other media and in this recent article gives some pointers to business owners about what to look out for around your working capital requirements. This is especially relevant as we enter 2010  and companies look to adjust their strategy.

David also wrote an article for Business to Business : Is it your New Years Resolution to Buy a business? where he presents seven factors to consider before doing so. Worth a read.

Campaign Overview

Blackwoods Paykels' National Manager Paul Watson takes the SME spotlight on NZI Business

Since Blackwoods Paykels was established through the merging of Blackwoods New Zealand and Paykels Bros in 2004, the company has grown exponentially, and the AC team was pleased to help spread the word about its $5 million investment in the business infrastructure and customer service.  

As it aims to become the nation’s leading industrial and engineering supply company, Blackwoods Paykels’ long-term investment is directed at maintaining its quality service and growing market share in their sector.

The fit-out includes a new distribution centre, manufacturing plant and flagship retail outlet to meet the increasing demand from growth sectors such as infrastructure, oil and gas, food production and other local industry, as well as the upgrade of the national branch network, in preparation for the expansion of the new retail model.

To leverage the investment in the Highbrook premises adjacent to the airport, Blackwoods Paykels hosted an intimate business briefing on-site, at which Manukau Mayor Len Brown officially launched the building.

The business briefing guest list was strategically targeted to engage Blackwoods Paykels’ niche audience. By concentrating on target markets and key mainstream media, the impact of the investment was seen in big business headlines.    

Results

The Blackwoods Paykels investment launch gained positive momentum and was well received by the media.

Paul Watson, Blackwoods Paykels’ National Manager, took the SME Spotlight on NZI Business to talk with Corin Dann about the new distribution centre and launch of the new investment strategy. 

The Blackwoods Paykels $5 million investment announcement also featured in the print versions of the National Business Review and the New Zealand Herald, and gained further coverage by featuring on their websites.  An interview on Radio New Zealand was also secured. 

Other online channels such as  btob.co.nz, infonews.co.nz and scoop.co.nz also contributed to raising awareness and positive positioning of Blackwoods Paykels among the business pages.

Rob Smith, CEO of Paper Plus, addresses the audience at the Paper Plus Business Briefing

Campaign Overview

When it comes to books and stationery, Paper Plus means business. On 19 October, the national retailer made its mark on the New Zealand book and stationery industry by hosting a business briefing luncheon at the Hyatt Regency Hotel, Auckland. 

Paper Plus advised it wanted to ‘take on the competition’ and as the only nationwide, 100% New Zealand-owned book and stationery retailer, we knew the nation would be curious to hear what it had in store for the future.

The strategy of hosting a business briefing would afford Paper Plus the opportunity to announce its $22 million nationwide expansion, and would also serve as a platform to showcase the business vision and community focus. 

It was also the perfect time to launch the new advertising campaign featuring the twins, Molly and Polly. Guests would preview the new campaign that features an evolving story about book and stationery-loving, Kiwi sisters who can’t get enough of Paper Plus!  

We aimed to host an accessible and integrated event in the form of a business briefing that would increase awareness, build credibility and secure positive positioning of Paper Plus within the media.

Results

The Paper Plus Business Briefing achieved excellent results, with a stellar-turn out from media representatives at the Hyatt in Auckland. In addition to print and online media, the coverage achieved included television and radio interviews. 

An interview of Rob Smith, CEO of Paper Plus, was secured for TV3’s ASB Business on the morning of the briefing. In a one-on-one interview with Michael Wilson, Rob discussed the logic behind the expansion and his vision of growth for Paper Plus. 

We also secured an interview on Radio New Zealand’s Morning Report with Michael Paardekooper, Paper Plus Chairman, who spoke about store refits and the positioning of Paper Plus within a competitive market. 

The Manawatu Standard, Nelson Mail, The Press and Otago Daily Times, were among several local community papers to express their support for Paper Plus’ venture.  Featuring articles about their local stores’ successes, long-term investment and shop refurbishments, the local angle was of wide interest and gained excellent coverage.

The business pages were awash with $22 million dollar headlines, from the National Business Review to the NZ Herald and the Dominion Post, along with online posts featured on yahoo!xtra, stuff.co.nz, stoppress.co.nz and btob.co.nz.

Amadou Diallo, His Worship the Mayor Hon. John Banks, Brian Broom and Tony Boll

Campaign Overview

When DHL Global Forwarding, the largest freight forwarder and part of the leading logistics company DHL, briefed the AC team about its latest investment, we knew it was going to be big. How big? 125,000 square feet big!

DHL had invested US$8.8million in a state-of-the-art building, and turned to us to help make the announcement of a new high-tech hub at Westney Industry Park, adjacent to the Auckland International Airport. 

This long-term, forward-thinking commitment in logistics was a positive and audacious move in a particularly difficult business climate.  A media briefing was the natural choice for the announcement and unveiling of the new premises to business journalists and suppliers.

In support of the new facility investment, Auckland Mayor Hon John Banks was invited as keynote speaker, along with the international guests, Amadou Diallo, CEO DHL Global Forwarding South Asia Pacific, and Tony Boll, CEO DHL Global Forwarding South Pacific, who made the trip to New Zealand to address guests gathered at the Stamford Plaza in downtown Auckland

Results

DHL’s investment announcement received positive feedback and coverage in numerous media channels. 

TVNZ’s NZI Business featured Amadou Diallo discussing the capabilities of the new high-tech hub, and screened footage of the new premises in action.

The launch also gained good print coverage, with articles in the National Business Review, Southland Times, The Dominion Post Weekend, The Press and Manukau Courier.

Online media played an important role in helping DHL reach audiences in New Zealand and internationally. The announcement graced the screens of stuff.co.nz, nzherald.co.nz, arabiansupplychain.com, veintepies.com (Spain), procurement-online.com, forkliftaction.com and shippingindustry.com among others.

Switch Business broker Paul Devcich says ”now’s a good time to sell”.  Unlimited Magazine’s Matt Philp learns more about selling your business and pricing right with Switch Business brokers Devcich and Paul Newport.