Howorth goes green with mySmart CTI
February 10, 2011 by admin
Filed under B2B, Case studies, Featured Content
Howorth began work with mySmart CTI in late 2009 and together, have worked to raise awareness of the solutions available for commercial building owners, facility managers, electrical engineers and lighting consultants.
mySmart CTI is an Australian company that saw a burgeoning market for energy efficient solutions, as early as 2001, when the business was formed. The concept of green buildings was once deemed ‘new age’ and the challenge was in educating potential customers about energy efficiency. For some, it can seem overwhelming – business owners seeing both time and initial costs as barriers to making the switch.
Howorth has helped mySmart CTI to further enhance its reputation as a leader within the industry, building long term equity with key customers, partners and stakeholder groups. The campaign to-date has taken a phased approach:
- Phase 1: Educating target audiences about the issues, obligations and opportunities associated with sustainable practices.
- Phase 2: Demonstrating the effectiveness of mySmart CTI solutions through case studies, showcasing both the features and benefits of mySmart CTI products and projects.
- Phase 3: Elevating mySmart CTI’s profile through the use of opinion-driven content, by providing commentary on topical and regulatory issues.
mySmart CTI Managing Director, Peter Garrett, said the PR program had shown tangible results:
“There were several examples of leads directly attributable to PR in 2010,” he said. “The heightened awareness of our products and services has made a real difference in having conversations with customers.”
“We are working with Howorth to educate the industry, and our prospective customer base, on the energy efficiency issues directly relevant to them; to help them get the most out of their surroundings, while remaining environmentally responsible.”
The campaign has delivered coverage for mySmart CTI across a range of business titles, including The Sydney Morning Herald, The Age and Open Forum, and industry publications including Sustainability Matters, The Circuit and Electrical Solutions.
Howorth appoints two Practice Directors
Howorth has appointed two senior Practice Directors to manage its ongoing growth across its consumer technology and corporate practices.
Amanda Kiddle and Kathryn Torpy will now lead Howorth’s Digital Lifestyle and Business to Business (B2B) and Corporate practices respectively.
Howorth’s Managing Director, Graham White said: “These key strategic appointments ensure that Howorth has strong and experienced leadership across key areas of the business. Both roles are vital in delivering our long term growth plan, broadening our offer and ensuring continued commitment to excellence and added value for our clients.”
Kiddle joins from the UK, bringing with her a wealth of consumer lifestyle experience, having led large consumer teams and driven award-nominated brand campaigns at some of London’s top PR firms including Edelman and Weber Shandwick UK. Kiddle’s extensive brand building and reputation management experience stretches across a range of industries and includes global clients such as Samsung, Warner Bros, Reckitt Benckiser, Mars and Kraft.
Torpy has been instrumental in the growth of Howorth’s B2B and Corporate practice since its inception in 2008. Formerly a journalist in Brisbane, including The Courier Mail, her international PR experience includes business, finance and technology from in-house and consultancy positions in the UK, US and Australia. Her more recent client experience includes Microsoft Australia, CTIMySmart, LexisNexis and Bluescope Steel.
“Howorth recorded its best ever fiscal year in 2010, with headcount now at 35 people,” said White. “In addition to our broader enterprise technology business, which had another terrific year, our B2B and Corporate and Digital Lifestyle practices both enjoyed strong growth. With these two new appointments, we are excited about the year ahead.”
Howorth is part of Ogilvy PR Australia, the country’s largest and most awarded public relations agency, which has scooped more than 50 Australian and global trophies in the past two years. In 2010, Howorth took top honours amongst all WPP-owned worldwide PR agencies, winning best PR campaign of the year.
Steely thought leadership and stakeholder engagement
June 5, 2009 by Lucy Craven
Filed under B2B, Case studies, Featured Content
Steel is strong, yet Australia’s leading steel company, BlueScope Steel, had a less-than-acceptable media presence in vertical industry media. That is before Howorth designed a public relations program built around a thought leadership and stakeholder engagement strategy.
Part of Howorth’s public relations program was a campaign that resulted in over 50 media clippings over a six month period to promote BlueScope’s XLERPLATE®brand.
The importance of this media presence is underlined by key factors:
- All of the coverage was in-depth, rather than merely BlueScope or XLERPLATE® brand ‘mentions’
- The company’s credibility was enhanced through extensive use of technical education and thought leadership articles authored by its staff
- 3rd party endorsement of BlueScope was communicated through the use of case studies, where numerous industry partners and customers were featured and quoted.
Howorth’s public relations campaign successfully enhanced BlueScope’s industry leadership credentials across the vertical industrial sectors of most importance to it: mining, engineering and construction.
Howorth did this by discussing issues of importance to Australia’s steel-using community in the media and value-adding to stakeholders’ knowledge and expertise.
Content generated for media was also used in an upgraded direct mail customer newsletter, which was revamped with stronger, more valuable content. This delivered additional ROI for BlueScope and resulted in an integrated communication program, leading to a more pronounced impact on stakeholders than would have otherwise occurred.
The content was customised to users’ interests, adopted a hard-nosed journalistic approach and featured the perspectives of multiple stakeholders.
As such, the newsletter had more of an industry, as opposed to a purely BlueScope-oriented, perspective. This embracing of different perspectives and partnering with different stakeholders reinforced BlueScope’s collaborative approach to business and its inherent importance and value to the industries it is involved in.
Content developed for the newsletter was of such a high standard that the media embraced and used the copy. Examples of publications that featured coverage were Manufacturer’s Monthly, Mining Monthly, Materials Australia and Building Contractor. Other examples of media coverage included:
The campaign has generated a considerable degree of momentum with the media’s appetite for BlueScope content being stimulated and stakeholder awareness and advocacy on the rise.
