NYLEX CORPORATION: Evaporation losses from open water reserves (such as dams, reservoirs, irrigation channels) is a major issue particularly for Australia's mining, aquaculture and agriculture industries. Nylex had minimal experience in dealing with these sectors so sought Erica's assistance to engage with specific target groups, focus on the specific needs of each industry sector to address this problem, and create awareness for a revolutionary solution developed by Nylex called Aquacap. Tailored industry specific media strategies were implemented to support Nylex's marketing campaign. The strategy also allowed Nylex to enter the community debate about water tanks, lifting its profile with these industry sectors.
CHISHOLM TAFE: In 2007 Axiom consultants developed comprehensive marketing/positioning strategies for the Chisholm Institute of TAFE, aimed at showcasing its world class Centre for Integrated Engineering and Sciences and its Technical Education Centre. Both these newly constructed centres are seen as key to Chisholm’s future leadership in technical innovation and excellence positioning. The CIES is heavily reliant upon its marketing to industry and overseas students, while the TEC will draw its student base from local domestic secondary schools, therefore tailored marketing campaigns were created for each centre accordingly.
TRANSURBAN – CITY LINK: Rosemary provided communications advice to Transurban throughout the tender process for the controversial $1.8 billion City Link project in 1994-96. During the tender phase, it was critical to give government decision-makers confidence in Transurban as an organisation of strength and reliability. Our strategy was to maintain a low media profile, focusing on third party stakeholder networks, such as VicRoads, RACV and industry bodies. We also raised the profile of projects like the Sydney Harbour Tunnel tollway and Williamstown shipyards to demonstrate Transfield’s track record in large scale projects. At the contract signing stage our positioning strategy focused on the City Link itself. We promoted the Link to the wider community, using extensive media management, stakeholder engagement across many competing interest groups, a suburb-by-suburb community relations program and a close working relationship with relevant Government departments and authorities - all aimed at creating the appropriate environment for this landmark project to proceed.