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Socom expertise:
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Crisis Management
Client: Masterfoods Australia New Zealand
Campaign: Mars® and Snickers® Extortion Threat
Socom assisted MasterFoods Australia New Zealand with their crisis planning during a recall of all Mars® and Snickers® products from sale in New South Wales following the receipt of threatening letters from an extortionist.
Socom worked with MasterFoods throughout the seven-week campaign, which resulted in no member of the public being harmed during the extortion. MasterFoods also received high levels of public and employee support during the campaign.
Public relations methods, particularly crisis and media management techniques, were identified as the most effective mechanism to reach the public quickly to communicate the risks, remove the threat and then keep the target publics informed of the progress of the extortion case.
Strategically, it was important to segment the campaign into stages to ensure that the audience would understand what the issues were, the progress of the recall and when it was safe to return the products.
Once the products were returned to retail shelves, sales were 250% above average during the first week and remained above average for the next four months.
Throughout the campaign, public safety was to be the number one priority and influenced every decision that was made by the crisis team.
Contact: davidh@socom.com.au
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Employee Communications
Client: Linfox
Campaign: Together a Team, Better to Best
A merger foretells change triggering uncertainty among employees, creating fear about job security and significantly reducing productivity levels.
In November 2002 Linfox acquired Mayne Logistics and Armaguard for $250 million with a deadline to integrate the businesses by 3 February 2003.
Research indicates that 58% of problems identified in post merger integrations are caused by lack of communication.
Socom formulated a strategy for Linfox and project managed stakeholder relations, particularly internal communication, throughout Australasia.
Our strategy was to ensure employees felt informed, secure, valued and able to contribute and a communications tree was established to cascade information down from senior managers, in all three companies in Australia and Asia, to their employees (white collar and blue collar).
Communications was two-way, with a 1800 number, regular Q&A sessions, inductions and surveys providing valuable employee feedback.
Research indicated significantly different cultures existed between the three organisations. Socom’s strategy promoted the common synergies between the two companies, celebrating the past and motivating employees by communicating the future vision of the company as the supply chain solutions provider of choice in Australia and the Asia-Pacific region.
The merger was an outstanding success. The integrated company was operating efficiently from February 3 2003 with minimal disruptions and no loss of customers.
Socom also provided a variety of communication services to Linfox and produced its quarterly newsletter, The Letter, and monthly publication for drivers, Foxtales.
Contact: lyndonh@socom.com.au
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Event Management
Client: Linfox
Campaign: Outfoxing the Competitor
When Linfox’s Avalon Airport and the new Qantas budget airline Jetstar joined forces, a new era in Australian domestic travel began.
The first Jetstar flight into Avalon Airport on 1 June saw Jetstar become the only Australian commercial airline to operate flights out of a second capital city airport. The event also marked the start of Victoria’s second passenger airport and a welcome boost to Victoria’s tourism industry.
However, Qantas was concerned that its customers may perceive Avalon Airport’s distance from Melbourne as an inconvenience.
Socom was asked to mount a campaign to demonstrate Avalon’s suitability.
Socom responded by organising an events program utilising key influencers to reinforce Avalon’s suitability to Qantas/Jetstar and the travelling public.
The program included a four-pronged, pro-active media campaign to raise the airport’s profile:
- Turning of the first sod event;
- ‘It’s ready to go!” – two days before the launch, media were invited to the new terminal for interviews and filming;
- Flight eve hospitality in Sydney; and
- Launch event.
The campaign secured more than 250 media clippings, strong endorsement from State Government and several surrounding municipalities, and higher than anticipated ticket sales, which has led to fast-tracking expansion plans.
Contact: reneeb@socom.com.au
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Client: Datex-Ohmeda
Campaign: A Walk on the Wild Side
Every four years, medical specialists from around the world attend the World Congress of Intensive and Critical Care. Datex-Ohmeda, a global company specialising in anaesthesiology products, had recently entered the intensive care sector. The conference in Sydney, presented an opportunity for Datex-Ohmeda to capture market share.
The competition to attract the attention of the delegates was intense. Medical companies spent millions of dollars wining and dining the doctors in an attempt to ingratiate themselves. With events from competing firms being held throughout the day, Datex-Ohmeda needed an innovative and attractive program that could capture the data of potential customers. Datex engaged Socom to provide a creative approach and manage the event.
Socom prepared an unusual and exciting positioning program to appeal to the doctors’ expertise, interests and sense of fun. The theme ‘A Walk on the Wild Side’ examined Australia’s dangerous species, focusing on the affects of the venom of these creatures.
Contact: davidh@socom.com.au
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Facilitation
Client: Department of Victorian Communities
Campaign: Facilitation
Under construction
Contact: davidh@socom.com.au
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Government Relations
Client: Yarra City Council
Campaign: Common Sense for East Timorese – Let Them Stay
This campaign, aimed at the Federal Government, generated such media and community activism that it will enable the East Timorese refugees to settle permanently in Australia.
After a decade of living in Australia, the Federal Government notified 1,650 East Timorese that their applications for permanent residency had been rejected and ordered them to leave within 28 days.
Their last hope was to apply to the Federal Minister for Immigration to intervene on their behalf on humanitarian grounds.
The majority of those affected lived within the City of Yarra. The Mayor approached Socom to assist in gaining support for their plight.
Within 30 days the issue was being debated nationally, many major newspapers editorialised in support of the East Timorese and TV news, current affairs and radio covered the story. After five months of pressure the Minister announced he would use his discretion to allow 90-95% of the East Timorese to stay.
Contact: kerry@socom.com.au
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Client: Royal Agricultural Society of Victoria
Campaign: The Show Must Go On
For more than 100 years the Royal Melbourne Showgrounds had hosted one of Melbourne's iconic events, but the infrastructure had deteriorated to a point where a significant proportion of its buildings posed risks to the public. A comprehensive study commissioned by the Royal Agricultural Society of Victoria (RASV) revealed that major redevelopment and refurbishment was required to ensure that the site could continue to host the Royal Melbourne Show.
Several options were considered in the $60-$105 million range. The RASV could only secure insurance for two-thirds of the site's buildings for the Show in 2002. Without extensive remedial work the 2003 Show was under threat.
Repeated requests for assistance to the State Government during the past 10 years had fallen on deaf ears. As the Show prepared for what might be its final year, the RASV asked Socom to help it secure government funding to redevelop the showgrounds and enable the show to go on.
As a result of Socom's reconstruction of the RASV's proposal and comprehensive government relations campaign, a funding commitment of $101 million was announced in the 2002-03 State Budget.
Contact: pauld@socom.com.au
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Client: Food Safety Victoria
Campaign: Food Safety Reforms in Victoria
Public confidence in food safety was threatened by well-publicised cases of food poisoning and food industry dissatisfaction with Victoria’s food safety laws. To allay on-going community concern, the Minister announced that a review of the food safety laws would be conducted.
Socom worked with Food Safety Victoria, within the Department of Human Services, to conduct community consultations on the new provisions of the Food Safety Act.
Socom's role involved research, facilitation of workshops and preparation of a report that identified strategies and guidelines for implementing food safety reforms in Victoria. The complex array of stakeholders in this project was drawn from every sector, given that anyone who produced or purchased prepared food was involved.
The Report was presented in October 2000 and amendments introduced into Parliament on 2 May 2001. They were unanimously accepted by both sides of the House and the Food (Amendment) Bill was enacted on 22 May 2001.
Contact: troye@socom.com.au
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Media Relations
Client: Pedestrian Council of Australia
Campaign: Walk of Life 05/06
In 2005 and 2006, Socom helped the PCA undertake two major awareness and participatory campaigns to get Victorian adults and children back into healthy lifestyles – Walk to Work Day (WTWD) and Walk Safety to School Day (WSTSD).
By encouraging adults to lead by example and leave the car at home, the two campaigns aimed to increase the number of Victorian workers, parents, teachers and primary school-aged children walking on the day, and in future.
Socom conducted research, enlisted third party support, obtained key celebrity and health ambassadors, maximised media coverage and developed key media and participation events.
Now in their 3rd year, WTWD and WSTSD achieved their best results ever across Victoria.
Research showed that awareness of WSTSD was 55% and primary school participation was 27%. Awareness of WTWD was at 61%, rising 17% over two years.
Media coverage was broad ranging and of high quality. WTWD achieved 97 media stories (including two from TV, 71 press articles and 24 radio segments). WSTSD achieved 106 media stories (including two TV stories and 100 press articles).
Contact: reneeb@socom.com.au
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Stakeholder Consultation and Engagement
Client: Northern Territory Department of Employment, Education & Training
Campaign: Voice in Our Future
The Northern Territory Government wanted to improve its education system and released a report which contained 52 recommendations for change. The report was swiftly and angrily rejected in the media by the education community.
Socom designed, co-ordinated and lead a Territory-wide community engagement program that engaged the NT community in constructive and informed discussions. Despite the remoteness and distance between communities and many language barriers, Socom was able to work with these communities to determine which recommendations would most effectively improve the education system and have broad community support.
It achieved acceptance of 44 of the 52 recommendations, enabling the Government to introduce the $42 million “Building Better Schools” program to improve secondary education in the Northern Territory.
Contact: kerryy@socom.com.au
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Client: Royal Children’s Hospital
Campaign: Promising Our Children a World-Class Hospital
In May 2005, the Victorian Government announced the redevelopment of a ‘world class’ Royal Children’s Hospital (RCH). Such a significant project required the community to be involved in the lead up to the master plan so that the hospital could continue to meet the needs of Victorians into the future.
Since that time, Socom has worked with the Victorian Government and RCH in the development of a ‘community brief’ for the redeveloped hospital. All groups that have a stake in the redevelopment of the hospital from patients, staff, families and local residents were consulted through in-depth workshops and expos. The recently announced site option for the redeveloped hospital has been welcomed by the community as a result of the consultation process undertaken by Socom.
Contact: troye@socom.com.au
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Client: Becton Corporation
Campaign: Rebuilding Community Confidence and Trust
Becton Corporation is one of Australia’s leading property development companies. The Eastside project over the rail yards at Jolimont in Melbourne had been one of Becton’s most successful projects, yet a small portion of land adjoining the site remained undeveloped.
The Minister’s 2002 approval of plans submitted by Becton was successfully challenged at the Victorian Civil and Administrative Appeals Tribunal (VCAT) by Melbourne City Council (MCC) and some residents within the existing Eastside development.
The 2002 VCAT decision empowered many Eastside owners and gained widespread media coverage. This also exacerbated tensions between the State Government and MCC. Socom was approached in early 2004 to develop and implement an issues management strategy that would help Becton gain planning approval to develop the remaining parcel of land under a new proposal.
Over a 14 month period Socom implemented a strategy involving significant stakeholder consultation that resulted in Becton receiving planning approval to develop the Eastside site. Becton received recognition from both the State Government and MCC for its partnership approach.
Contact: pauld@socom.com.au
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Client: Dennis Family Corporation
Campaign: Revealing an Emerging Industry Leader
The Dennis Family Corporation brand covers land sales, estate management, housing, finance and sustainable development. The Corporation operates in three Australian states as well as China.
Socom assisted with the promotion of its products and services, managed its community relations and a range of issues surrounding housing, land and export markets.
As it was virtually unknown outside the building industry, Socom was engaged to raise the profile of the Corporation. Research was done to ascertain a benchmark. Another analysis was conducted 18 months later and found a dramatic upturn in profile within the industry and with consumers.
Contact: lyndonh@socom.com.au
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Client: Stonnington City Council
Campaign: Waste Not Want Not
A range of objectives needed to be met. An extensive positive media campaign was required. Sufficient information to people affected by the benzene contamination was necessary to stop any adverse reaction. Council workers and unions needed to be enlisted. Council required more than 80 per cent of the community to support the Tooronga development, while keeping objector numbers to a minimum. The sale price of the Surrey depot was requisite.
The campaign was an overwhelming success. The councillors voted unanimously to support the development for Tooronga depot, including the waste transfer station. Positive media coverage occurred and not one article covered the benzene issue. There was no adversity in respect to the benzene situation. More that 90 per cent of the community were in support of the Tooronga depot. The sale price of the Surrey depot exceeded expectations. The smooth implementation of Council’s decision was achieved.
Contact: davidh@socom.com.au
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Strategic Advice
Client: Building Commission
Campaign: Understanding Consultation in the Construction Industry
The Building Commission operated as an industry regulator for more than six years before deciding to expand its role to assume a leadership position in the Victorian building industry.
Repositioning a statutory authority in an industry that has so many stakeholders is a major task. Socom was requested to assist with strategic communications advice and planning. After undertaking a comprehensive industry research project and communication audit of all its publications, Socom formulated a two-year communication strategy for the Building Commission.
Now that the communication strategy is complete, the Building Commission is regarded as a leader in the field and holds a respected position amongst the building industry and consumers.
Socom has also worked closely with the Building Commission on the introduction of the 5 Star Standard energy program for new housing, promotion of the Year of the Built Environment 2004 and continues to play a strategic role in the Commission’s media advice and continued planning for the future.
Contact: davidh@socom.com.au
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