Campaign Overview

Auckland-based commercial cleaning company Clean Planet redefined the meaning of green-washing when it launched as New Zealand’s first truly environmentally-friendly cleaning company in 2008.

It grew exponentially in its first 18 months of operation, from an initial three franchisees to more than 25 throughout Auckland by the end of 2009.

In this formative stage, in addition to winning contracts with clients such as Fletcher Steel, Bear Park Childcare Centres and healthcare provider Labtests, the innovative start-up also began manufacturing its own range of eco-friendly cleaning products. The products are specially formulated to meet Clean Planet’s high standards of environmental integrity, and are independently certified by Environmental Choice.

“There’s huge demand for truly environmentally friendly services, not just tokenism, and companies are paying attention to what’s going down their sink for both the health of their staff and the health of our environment,” said Clean Planet co-director Mark Houghton Brown.

AC’s main brief was to build the brand’s profile within the business community, particularly among SMEs, and to articulate the cold hard truth about what chemicals people are exposed to in the office and the impact that has on their health and that of the environment.

Results

A story titled ‘Green cleaner trades on environmental health’ featured in the NBR’s Executive Health section in December. The reporter interviewed Mark Houghton Brown and highlighted some of the health implications for office workers, such as asthma and other respiratory ailments, commenting on the alternative service provided by Clean Planet for businesses looking for a more sustainable option.

The SME-focused publication Business to Business ran a story titled ‘Green cleaning business walks the talk’, featuring Clean Planet as the lead story in their online email newsletter and on their website in November.

Clean Planet co-director Chris Morrison was interviewed for the Unlimited Lives series.   In addition, the story was picked up in trade publications NZ Retail and NZ Franchise magazine and online on scoop.co.nz, voxy.co.nz and infonews.co.nz

Campaign Overview

Social networking, once new and alien, is now part of everyday life. However, what many people still don’t realize is that applications are not only prominent in our social lives; they have become integral to the professional world. 

Blue Banana Principal Linda Coles introduces us to the corporate world of social networking…

A social media trainer, LinkedIn specialist, and SEO consultant, Linda approached Alexander Communications to assist her in building both her personal and business profiles. She wanted to position Blue Banana in the corporate sphere and demonstrate her social media expertise. 

We were pleased to take on this project: with social media being essential to public relations, the team could relate to and understand the project and its complexities..  Working with a clear brief from Linda, AC knew which direction to take and which business contacts to target. 

The background information and examples Linda provided allowed AC to create media releases and key opinion pieces. We were confident that, because of the niche topic, we would be able to convey and leverage Linda’s expertise and past experiences in a still-emerging market. 

Outcomes
Our business contacts were keen to meet the face behind Blue Banana; they were curious and enthusiastic to learn more from a professional social networker.

Business publication Unlimited.co.nz, characteristically quick on the uptake, was first to publish an opinion piece by Linda. The piece discussed the impact of word-of-mouth on businesses and how invaluable networking is within corporate structures – the message was that businesses are so busy trying to buy into spaces, they forget (or don’t know how) to use the powerful online tools at their fingertips. 

AC also secured articles with the  New Zealand Herald and business columnist Gill South. This featured in the Business Herald print pull-out and online at www.nzherald.co.nz.  Linda was also profiled by Glenn Baker in the March issue of NZ Business in an article ‘It’s networking but not as you know it’.

These articles reaffirmed the untapped opportunities of social networking for businesses, and reminded businesses and executives that this could be a stabilizing tool following a turbulent 2009.  

AC successfully raised the profile of Blue Banana and positioned the company strongly at a corporate level. In addition, AC improved Linda’s position as a social media expert and opinion leader; in providing simple communication tips, Linda has become more accessible and transparent as the principal of Blue Banana, and has secured several new projects for 2010.

Evan Johnson CEO Onesource

When our clients Konica Minolta informed us of their acquisition by a leading Australasian IT provider, Alexander Communications was on hand to advise on media strategy and also to handle the distribution of the breaking news and engage with media.

The change for Konica Minolta came with their purchase from parent company Onesource New Zealand by CSG, one of Australia’s leading IT services companies, providing integrated technology solutions to all major Australian markets. 

The move presents significant opportunity for Konica Minolta New Zealand. With the continued support of Konica Minolta Business Technologies Japan (which maintains its 10% stake in Konica Minolta New Zealand) and the new expertise of a larger Australian counterpart, Konica Minolta is well resourced and positioned for the future. 

Onesource Chief Executive Evan Johnson says Konica Minolta has prospered under the current ownership structure and management team, having continued to grow in a particularly difficult business environment.

This positive and transparent outlook has been maintained for the duration of the project, contributing to the responsive media coverage that the team secured. 

Results

The news of Konica Minolta’s acquisition by an Australian organization was widely received within a short timeframe. 

The AC team worked efficiently to distribute the breaking news across print publications and online platforms to secure widespread coverage.

The CSG acquisition featured across the main print publications including but not limited to the New Zealand Herald, National Business Review, Dominion Post and the Otago Daily Times.

The team also achieved great online mentions both locally and internationally, from computerworld.co.nz, skynews.co.nz and scoop.co.nz, to the Australian Securities Exchange – asx.com, the Sydney Morning Herald – news.smh.com.au, money.ninemsn.com and bigpondnews.com.

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.

Jonelle Phillips from Smartbox is featured in the cover story of the September NZ Business Magazine

Jonelle & Steve Phillips were interviewed by Business to Business recently. The level of enthusiasm and optimism of the couple has to be seen to be believed. Working diligently to achieve their goals, nothing seems to hinder their determination to succeed.

Jonelle was also profiled as a cover story on the September NZ Business Magazine, in an interview where she talks about how she escaped corporate life and got in touch with her “inner entrepreneur.”

Steve and Jonelle Phillips started the Smartbox venture in 2006, after spending about 18 months working hard on developing the concept more…

See Jonelle Phillips chat with Corin Dann on NZI Business TV about the novel storage service that takes the hassle out of moving.

Alexander Communications was briefed to assist the Brokers’ Independent Group (Big)  to communicate some of their big goals around supporting New Zealanders – when it counts -at claim time.

Nicola Smee was originally interviewed by the Inspired People blog on the New Zealand Herald online business site. Here AC got to understand how the two founders of Solutions Financial Services had big ambitions to launch a nationwide brand that would support many other insurance broker brands in New Zealand- with training, inspiration and back-office support.

“One of the goals for BIG is to use our leverage as an industry body to promote more high-quality insurance advisory services,” said Kevin Smee. This and some of their other ambitions were outlined in an article in Good Returns.

Part of the differentiation in both of these brands is Kevin and Nicola’s focus on “people” and having a values-driven business. Yes, a relentless focus on “the fit” both with their own management team and with brokers they choose to take on is a vital part of their success, along with the quest for balance in all things. Despite being very focussed people, both directors try to keep balance with family where they can. In fact NZ Business interviewed them for there exceptional ability to take regular breaks away with family and focus on what counts- leaving them fresh to tackle business challenges during the year.

As part of their strategy for putting something back into the risk insurance industry, Big brought out Li Cunxin. Li has a really inspiring and relevant story.

He was born into bitter poverty in rural China, when a chance discovery by Madame Mao’s Beijing Dance Academy put 11 year old Li on course to become one of the best ballet dancers China has ever produced. He later went on to defect to the U.S., tour the world as a guest performer with some of the world’s best ballet companies, win medals at international competitions, marry and move to Australia until at the age of 34, Li started to plan his life after dancing and a radical shift in career. He began studying accounting and financial courses by correspondence at the Australian Securities Institute with a view to becoming a stockbroker.

Nicola saw how apt his story was because they were about to launch the Broker Academy. An initiative that will see many more brokers upskilled and prepared to help grow the under-insured New Zealand Market.

A new insurance broker academy could not have come at a better time says one of Australia’s top stockbrokers, Li Cunxin (pronounced “Lee Schwin Sing”) at the official opening in Auckland’s North Harbour. The message was placed across the web on Infonews, Scoop and Voxy and was picked up by Mortgage Broker Christchurch and Business to Business as well.

“This academy has been founded at a time a lot of professionals particularly in the investment, mortgage broking, banking or accounting industries really need it. It provides a fresh set of options and could open new doors for those who may have found themselves surplus to requirements, or need greater security or better prospects in today’s uncertain market.”

He said there was a real need for industry to rally to support skilled but displaced or vulnerable people in their ranks who needed to upskill or retrain. Companies also needed to encourage the pursuit of higher standards in the current recession, he said.

Li Cunxin was interviewed on the morning of the Brokers’ Independent Group Networking Breakfast by ASB Business breakfast TV where he told his inspiring story. Li was also interviewed by the Inspired People NZ Herald blog and Livemygoals.com with a message for all people during a world-wide recession – that it’s never too late to start again- and retrain yourself.

Li was also interviewed for the Dominion Post – republished on the Stuff, Business Day websites where Big received a mention too.

This story is only just beginning. We look forward to being a part of the growth of small and medium business in the risk insurance market in New Zealand.

PublishMe was created in May 2007 by Jane and Graeme Beals who established Zenith Publishing Group in New Plymouth 17 years ago. They identified self-publishing as a growth area due to the impact of digital technology and the internet on traditional publishing methods.

We interviewed Graeme for the nzherald.co.nz Inspired People blog last year and discovered what a wonderful business model he and Jane had.

The internet has made self-publishing much more exciting and accessible. With PublishMe’s wider goal of lifting the quality of self -published books, we could not resist working with them to tell more people about it.

Jane’s opinion piece Note to Self : Write my Book featured in the online Herald business section and was very well received and republished on getfrank.co.nz , grownups.co.nz and livemygoals.com.

Jane was invited to talk on TV1 ’s Breakfast programme after this. She presented a great case for why folk who wish to write a book, whether for pleasure or for business – should self-publish. 98% of unsolicited manuscripts are rejected. PublishMe received unprecedented hits to their website after that interview adding around 300 new sign-ups to publishme.co.nz.

Jane has also been interviewed on Kiwi FM – Radio Wammo, EasiMix, NewstalkZB as well as having been featured in the Herald On Sunday and quoted in Unlimited and NZ Marketing magazines. NZ Business mentioned PublishMe in a review of ‘Deliver’ – Ray White NZ CEO Carey Smith’s first book, which he chose to self-publish and was pleased with the end result.

We introduced Carey to PublishMe, and he continues to be a good advocate for the business. He mentions PublishMe in his media where appropriate.

Of course we share their ongoing story to interested online communities on Twitter, Facebook and Linkedin.

It does not end there. Jane and Graeme will continue to benefit from the growing numbers of businesspeople writing a book. Their website now caters for this growing sector .  Fred Stewart, Dr Tom Mulholland and Fiona Christie are also recent ‘featured” business authors.

Enquiries continue to grow. Many people are realising they have a book inside them. The Sunday Star-Times Magazine Sunday is currently interviewing a few of PublishMe authors.

This online community will continue to benefit from the confluence of new technology (like the Oce printer- an Amazon.com like super-printer), the world-wide-web as well as the growing feeling that self publishing is a viable, quality option for authors.

Thankyou YouTube, Twitter, Facebook and Wordpress for making self-publishing accessible, easy and the creating confidence in authors of today to persue this route.

Results.com deals with approximately 200 small and medium businesses on a weekly basis. Ben Ridler, MD was acutely aware of what is on their minds as they came back this new year to work on their businesses.

Ben is a real character, a straight-shooter and a boxer in his spare time. He regularly goes overseas to keep his thinking fresh.

He did a snap survey with a small portion of his clients last year and the results were shared in an article called Trial Period Promise Tops List.

The above was in response to another short opinion piece by Ben Ridler the week before in an -Open letter to John Key  from small business. This in turn  was a follow up to the article ‘John Key looks at ways to help small businesses cope’

Background

• Results.com  were featured on TV3 News last year for their listing in the top 10 Fast50.  And also on TV1  NZI Business Breakfast recently for their opinions on how small and medium businesses are responding to the recession
• Ben Ridler has also shared his opinions fairly regularly on  nzherald.co.nz
• Results.com have nine practices across New Zealand and now have a additional three offices worldwide with Canada already lifting their revenues by 20%.