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MAKING HEALTHY IDEAS HAPPENCREDENTIALS
WHY
HOW
WHAT
WHYWEDOWHATWEDOPeoplegenerallyhaveahardtimewithchange,evenwhenitisgoodforthem.Ourpurposeistoinspirepeopletoembracechangesopeoplecanbetheirbestanddrivepositivechangesintheworld.
HOWWEDOTHIS• Articulatingavisionthatpeoplewanttobepartof• Makingthecomplexsimple;makingtheintangibletangible• Understandinghumanbehaviourandhowtoinspirechange• Bringingpeopleonthechangejourney
WHATWEDO• Bringastrategicapproachtocommunicationstoinspirechange• Solveproblemscreatively,drivebehaviourchange,achieve
influencersupportandshiftperceptions• Bringvisiontolifethroughdisruptivecommunicationeffects,
storytelling,andpartnerengagement
WHAT IS AT OUR CORE?
Findinnovativewaystobringissuestolife,igniteconversations& inspirepeopletomakechangehappenBringastrategic,integratedapproachthatworksacrossmarketing,PR,digitalandsocialchannelstodelivermeaningfulaudienceengagementSolveproblems creatively,drivebehaviourchange,achieveinfluencersupportandshiftperceptionsWorkwithyoutomakehealthyideashappen
WHAT WE DO
StrategicCommunications
PRACTICE PILLARS
Understandtheobjectives, issues andopportunities.
Behaviourchangegoals,models, strategyanddesign.
Flexible frameworksandpracticaltools todrivedeliveryandbusiness objectives.
Determinemetricsandevaluationmethodologyfromoutset.
Acquirestrategicinsightsfromdata,researchandevidence.
Strategyisdataandinsightled,andevidencebased.Makecomplexsimple.
Integratedmulti-channelapproachutilisingrelevanttouchpoints.
Buildin feedbackloopsanddataanalysis forcontinuousimprovement.
Understandyouraudiences, theirneedsandperceptions.
Userjourneyalongbehaviour changepathway.
Bringaudiences andstakeholders onjourney.Drivesocietalchange.
Reinforceandrewardbehaviour change.
Environment, stakeholderandcompetitor analysis
Support andinfluenceonjourney.
Upskill andsupportstafftodeliverandadaptapproach
INSIGHT & AUDIENCE CENTRED APPROACHSTRATEGICINSIGHT
EVIDENCELEDSTRATEGY
DELIVERY&EXECUTION
MONITORING&EVALUATION
System1:• Automatic,fast,
entrenched,habitualbehaviours
• Responsiblefor95%ofourdecisions
• Greaterinfluencesonlongertermbehaviour
System2:• Reflective,slow,conscious,
rationalplannedbehaviour• Responsiblefor5%ofour
decisions• Caninfluenceshortterm
behaviour;unlikelytoinfluencelongertermonitsown
B.Behaviourchangeisenhancedbytoolsthatincreaseefficacy&reinforcedbysocialenvironment
A.UseemotionalstiruptomakeSystem2wanttochange.Usethehearttospeaktothehead;engagingthebraininanactivelearningprocess.
DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH
BasedonKahneman,2002
C.Feedbackloopasattitudesandbeliefsarereformedandbehaviourschange
Weworkwithorganisationsofallkindsandsizestodevelopmarketingandcommunicationstrategiesthatdeliveronbusinessobjectives.Provideflexiblestrategysolutionsandevidencebasedcommunicationapproachesthatcanbetailoredtoyourneeds.Webringadepthofexperienceinusingcuttingedge behaviouralinsightsanddigitaltoolstodrivebehaviourchange.Wecanworkwithyourteamtodefinepositioningandstrategy;aspartofyourteamtodeliveronspecificprojects;orbeawell-honedhealthcommunicationsresourceforyoutodrawon.
HOW WE WORK
AWARDS2016PublicRelationsInstituteGoldenTargetAward:PrimaryIVF– BestNationalCampaign2015 PublicRelationsInstituteGoldenTargetAward:HIVTestingWeekEASYTour2014PublicRelationsInstituteGoldenTargetAward:HIVPopUpTesting2014CommsCon:HIVPopUpTesting2012PublicRelationsInstituteGoldenTargetAward:8700kilojoulecampaign2012ADMAEffectivenessAward: 8700kilojoulecampaign2012AustralianMobileAwards:Twoawardwinningapps(8700,GoodGlen&badeggs)2008PublicRelationsInstituteGoldenTargetAward:Mercuryinfish&pregnantwomen
OUR EXPERTISE
SamaraKitchenerisamulti-awardwinning strategiccommunications specialistwithapassion fordeliveringlargescaledigitallyintegratedcampaigns.
With15+yearsseniorcommunications andengagementexperienceworkingacrossgovernment,foodandhealthsectors,Samarahasdeepexpertiseinorganisational strategy,integratedcommunications andstakeholderengagement.SamaraisNSWPresidentofthePublic RelationsInstituteofAustralia,andco-chairofDiversityontheBicycleNSWBoard.
Beforeconsulting, SamarawasStrategicAdvisor Communications andEngagementwithNSWHealthwhereshedrovemulti-stakeholder communications onpreventivehealth,including overweightandobesity, tobacco,HIV,STIsandhepatitis.SamarawasalsoDirectorCommunications withtheNSWFoodAuthoritywheresheledcommunicationstrategies,digitalchannels, crisis communications andeducationcampaigns.
Samarahasworkedcollaborativelywithkeyinfluencers inincluding federalandstategovernmentdepartments,primaryindustry bodies, academicexperts,theAustralianMedicalAssociation, RACGP,CancerCouncil, andHeartFoundation.
Samarahasalsoworkedasanadvisor totheWorldHealthOrganisation.
SamaraKitchener,Founder&DirectorMBA,AustralianGraduateSchoolofManagement,UNSWBachelorofAppliedScience(Hons),UNSW
OUR EXPERTISE
Vanessaisanaccomplished corporatecommunications professional withextensiveagencyandin-house experienceinAustraliaandinternationally.Inacareerspanning over12years,Vanessahasworkedacrossadiverserangeofindustries includingAirlines, FinancialServices,HealthandFitness, Telecommunications andConsumer goods.
Vanessahashelpedlaunch andgrowglobalbrandsthroughanexpertiseinstrategiccorporateandconsumer communications, stakeholderengagement,changemanagementanddevelopment ofinternalandexternalcommunication programs.
MajorachievementsincludeleadingthemediaandconsumerlaunchoftheVirginAustraliabrand(fromVirginBlue)inAustraliaandwhilebased inLondon, developing andimplementing aglobalinternalandexternalstakeholdercommunication programforNokia’s luxuryrangeofmobilephones.
VanessaChurnin,SeniorCorporateCommunicationsStrategistBachelorofBusiness,UTS
OUR CLIENTS
OUR WORKCASE STUDIES
CASE STUDY: RAAF PLAN JERICHO, AVALON AIR SHOWObjective:DemonstratehowPlanJericho’sinnovationandpartnershipledstrategyissuccessfullyleadingAirForce’stransformationtotheworld’sfirstfifth-generationairforce.Results:• 25industrypartners,includingLockheedMartin,Boeing,BAE,
Airbus,engagedinpartnerandmediaactivities• Socialmedia>180,000audienceorganicreach• 110,977videoviews(organic)• 12targetedmediastories>200,000 reach
PROUD PARTNER
5TH GENERATION AIR FORCE
Results:
• Facebookcommunityofmorethan2,711engagedadvocatesinjustfivemonths.
• 7.6%engagementrateforcontent(industryave1.5%)• Socialcontentdroveover9065clickstowebsite• 7TVstoriesreachingacombinedaudienceof1.8millionand
includingallkeymessages• 296firstappointmentsweredirectlyattributabletocampaign• 12timesROIforcampaign
PrimaryIVF,Australia’sfirstbulk-billed IVFservice,opened inAugust2014;redefining theAustralian IVFlandscapebymakinghighqualityIVFaffordable.Communication challenge:Demonstrateitispossibletoprovidehigh-qualityIVFaffordably,inanalreadynoisyenvironmentApproach: anintegrated,contentled,communicationscampaignonsocialmediatobuildawarenessanddriveenquiriesfromprospectivepatients.
CASE STUDY: PRIMARY IVF InPartnershipwithN2NCommunications
CASE STUDY: SYDNEY TAP WATER REPOSITIONINGBusinesschallenge:ToConvertBottlewaterdrinkerstoTap• 40%ofpeople livingingreaterSydneymainlydrinkbottledorpre-treatedwaterratherthantapwater.• Waterqualityisthemostimportantdriverofchoice.Peoplechoosebottledwaterastheybelieveitisabettersourceofhydration.• Environmentalconcernsarenothighontheagenda,personalwellnesshassurpassedenvironmentalwellness
Strategicapproach• ReframeSydneyWaterbybuildingastoryusingthelanguageandimageryusurpedbybottledwater.• Waterhasmovedbeyondathirstquencher toasubstancethatmaintainsoverallwellbeing.• Thecultureofhydrationdominateswaterchoice.ThestrategyrevolvesaroundSydneyWaterembracingthecultureofhydration.
• Theaimistoinspirebehaviourchangewithconsumersthroughastructureofconsistentmessagingandbrandreinforcement
• Thecentralbrandpromisebecame:SydneyWateryourbestsourceofhydration.• Brandingisrepresentedby fresh,natural,filteredandpure – ineverythingfrom
wordstoimagerytoaction.• ThestrategywillbeexecutedacrossanumberofpillarsthatwillreinforceSydney
Waterasthebestsourceofhydration.CentraltothisisSydneyWaterbeingtheHydrationPartnerforCricketNSW.ThehydrationmessagingiscarriedthroughalltouchpointsandprogramssuchasTap,education,media,andengagement.
Positioning,messagingandmulti-channelapproach
CASE STUDY: AUSTRALIA’S FIRST HIV TESTING POP UP Forthefirsttimein10years,2012sawa24%riseinNSWHIVinfections. InDecember 2012theTGAapprovedarapidfinger-prickHIVtest,withresultsin30minutes. ThiscoulddramaticallychangetheHIVtestinglandscape asitmakestestingpossibleinnon-medicalsettings.Objectives1.IncreaseawarenessaboutrapidHIVtestingamonggaymen2.EncouragemoreflexibleHIVtestingmodelsacrosshealthsectorResults:• 34%increaseinHIVtestingininnerSydney• Over4millionmediaimpressions• Extensivesocialmediacoverage(Twitterreach549,000).• CampaignwonCommsConandPRIAGoldenTargetAwards.
17
CASE STUDY: HIV TESTING WEEK
18
CASE STUDY: SPORTS COLLABORATION - EAT RIGHT AFTER SPORT
CASE STUDY: MAKE HEALTHY NORMAL
CASE STUDY: 8700 KILOJOULE CAMPAIGNResults:• Improvedkilojoule awareness(from
19to35%)• Peopleorderingonaverage519kJ
lessateachpurchase• Numerous awardsincluding Public
RelationsInstituteGoldenTarget,AustralianMobileandADMAawards
• Apphadover280,000downloads.
STAY IN TOUCH….. 0412662308www.houseofkitch.com.au