MIDDLETONS
Media campaign for prominent law firm in the Banking and Financial Services market

Hand Eye Communication was employed to develop a communications strategy and implement a media campaign aimed at raising the profile of Middletons in the banking and financial services sector. Time was spent with partners to generate topics for technical articles and opinion pieces, as well as editing articles to enhance the appeal to key clients and consumers. Mainstream and industry-specific media coverage including BRW, Qantas Radio, Financial Standard and others was achieved.

COMMUNITY HOUSING FEDERATION OF VICTORIA
Communications Strategy and Implementation 2010-11

In 2011, the Community Housing Federation of Victoria (CHFV) has achieved its major objective of being viewed as a leadership organisation within Victoria’s community housing sector, representing 73 community housing organisations across the State. On the eve of its inaugural conference, CHFV’s revitalised brand and marketing communication has earned event revenues in excess $100,000, a stunning commercial achievement.

CHFV worked with Hand Eye Communication to develop the communications strategy, and then systematically transform its marketing communication to revitalise its brand profile to members and key stakeholders.

CHFV developed a successful brand-building campaign throughout 2010-11 that consistently and distinctively built the profile of the peak body to existing and new target markets. This marketing communications work delivered an ROI of 60% for the 12 month period to May 31, and has positioned CHFV as the catalyst for sustained investment in the Victorian community housing sector across the next decade.

COMMUNITY HOUSING LIMITED
Knox Development Project Launch

Hand Eye Communication has worked with CHL – one of Australia’s leading community housing organisations – over many years.  The focus of this case study is on the announcement of CHL’s largest project to date located in Ferntree Gully. The rushed nature of the project announcement by the State Government created strong local opposition from the State MP and neighbourhood groups about the lack of consultation.  After CHL was announced as the winning tenderer, Hand Eye Communication immediately implemented a strategy that focused on project transparency and the importance of community housing in strengthening communities.  The strategy incorporated direct marketing (mail drops in the immediate surrounding area), an information session (held at the Knox council)  and positive metro and local media coverage (including AFR, Sunday Herald Sun, Knox Leader & Journal).  The work on this campaign has continued now that the project is complete. A video has recently been produced that introduces this impressive development to key stakeholders.

MELBOURNE GIRLS GRAMMAR
Communications Strategy and Implementation 2010-11

An iconic Melbourne institution, Melbourne Girls Grammar first began educating girls in the 1890s, and since that time has maintained its position as one of the city’s premier schools.  While drawing on this rich history, the school was achieving outstanding students results due to its modern teaching methods, commitment to technology, and development of modern facilities.

To more accurately reflect the experience and opportunities it provides for its students, the school’s management decided to take a more strategic approach to communication and brand position with stakeholders and prospective new parents.  Starting in November 2010, Hand Eye Communication worked with MGGS’s new Community Manager to establish a more consistent and accurate positioning of its brand. 

By June 2011, MGGS has implemented a new marketing communication campaign that is now presenting the school’s brand using a number of promotional channels.  The campaign has delivered greater brand recognition and increased attendances at Open Days and School Tours.  Most critically, stakeholders agree the school’s brand is a more accurate reflection of the school experience.

McMILLANS
McMillans of Metung Promotional Campaign

McMillans needed to revitalise its business with a marketing campaign that could drive sales.  HEC developed a communications strategy that focused on specific markets: families, couples, weddings, and corporates.  Communication and advertising was targeted, a new website developed, an e-newsletter launched, expos attended, promotional events staged, promotional items developed and distributed, and media coverage achieved. At the end of the 12 months, revenues had grown by more than 30%.

Hand Eye Communication won a 2010 Australian Marketing Institute (AMI) Award for this campaign in the category ‘Marketing Communications - Business to Consumer’.

DEPARTMENT OF HUMAN SERVICES
Launch of Ladder Hoddle St: A homeless youth housing Initiative

DHS employed Hand Eye Communication to strategise, project manage, and implement the launch of Ladder Hoddle Street, a public housing facility managed by Ladder (an AFL/AFL Players Association initiative), funded by DHS, constructed by Yarra Community Housing, and serviced by Melbourne Citymission.  A communications protocol was written by HEC and agreed to, then a communications strategy developed.  HEC wrote all copy associated with the launch, and implemented initiatives in collaboration with key stakeholders, including a photo shoot with the State Minister for Housing. HEC assisted in release generation and gaining mainstream and local media coverage. 

LIVE IN AUSTRALIA
Industry profile-building event

After renovating and expanding its offices, a regular office opening became a major statement and celebration of the Australian migration story.  Minister for Immigration Kevin Andrews and former LIA client (and 2006 Australian Idol winner) Damien Leith joined CEO Assyl Haidar in the presentation.  Each played an important role, and the event concluded with a strong emotional connection with attendees when Damien performed a song related to establishing his life in Australia.  Former LIA clients also conducted interviews about their migration story.  LIA continues to use comprehensive recordings of this event, as well as significant media coverage achieved, to promote its business.

HIGH PROFILE BUSINESS IDENTITY
Profile Management

This campaign supported a high profile career transition from the private sector to a critically important public sector appointment. Hand Eye Communication developed a communications strategy, advised the client in managing the media, and built relationships with specific journalists.  Further, HEC managed the development of the client’s commercial relationships in the private sector as part of his overall positioning strategy.  The client has the benefit of (a) objective, independent advice about managing his profile (b) an advocate in the marketplace who educates key stakeholders.  The client’s reputation remains as one of Australia’s most trusted and capable individuals.