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

Business execution specialists Results.com were in the SME spotlight on 24 June, when CEO Rod Hill appeared on TVNZ’s NZI Business to discuss how the company helps businesses grow in New Zealand and overseas.

Rod spoke with Corin Dann about their success in working with business owners who are ambitious enough to seek outside help to scale their business. Something he says has happend more often since the recession. He says businesses often struggle to balance the different conflicting goals internally and a qualified team that can independently help them define a clear plan and an executable strategy for implementation has been a recipe for success for many of their clients.

Founded in New Zealand, Results.com has set up offices in Calgary and is now expanding into Los Angeles with a growing portfolio of international clients.The worldwide expansion of Results.com was a strategic goal of the founding directors, who bought the url last year in anticipation of the establishment of a global brand.

Its operation as part of a global network has assisted business growth in New Zealand by providing ready access to world class research, case studies and top shelf business speakers such as Tom Peters, Jim Collins and Jack Daly.

Results.com also hosted Jack Daly, sponsored by Telecom for his Winning Sales Strategies full day seminar on 30 July 2010.The event attracted over 430 business leaders and recieved exceptional reviews.  View images from the seminar here.

The event was held at the Ellerslie Racecourse Event Centre in Auckland ran from 8am to 5pm, with a morning session from 8am to 12:30pm on winning sales strategies, and an afternoon workshop from 1:30pm to 5pm on sales management. Auckland Mayor John Banks delivered a keynote speech to open the afternoon session.

Click here to view the full interview of Rod Hill, CEO of Results.com

Here are a few photo’s to give you a feel for the event:

Rod Hill was also interviewed by Michael Wilson for TV3 News . Click here to see what he had to say:

“While small and medium enterprises – SMEs – are experiencing some positive flow on from the economic recovery, cashflow is still a major problem. Business advisor Rod Hill of Results.com says some tax incentives might be needed to get more investment into SMEs.

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.

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.