How do you get distributors x-cited about steel?

In the face of challenging economic conditions, BlueScope Steel asked the Howorth business-to-business/corporate public relations practice to help build distributor awareness of its Australian manufactured XLERPLATE® steel plate products, converting them from passive referrers to passionate champions of the range.

Steel producers and on-sellers had an extraordinarily tough year in 2009, with sales and revenues falling as global demand for steel weakened and import competition increased. While the public relations campaign needed to communicate the core brand values of XLERPLATE® (quality, flexibility, diversity), we needed to deliver these messages to a sales-savvy audience without them being rejected as marketing ‘clutter.’

Howorth’s insight was to package up new product information within a wider marketing campaign, challenging distributors to take part in ‘Operation XFACTOR’.

We took updated sales collateral, developed e-communications and a striking X-Factor website to cover off all channels, ensuring that distributors could not help but be exposed to XLERPLATE® steel.  Once the buzz had been created around the product, a three stage online competition created strong incentives for participants to review and retain key product information, with Red Balloon vouchers rewarding those who successfully completed a ‘Quest for Quality’ around the plate’s key features and benefits.

Howorth worked with Random Studio and Alpha Salmon to deliver the PR campaign, including the development and design of marketing collateral and website. Participation rates have been strong and initial feedback has been overwhelmingly positive:

“I wish our marketing department thought of this a long time ago”
“Really clever concept…”
“Appreciate all of the new info. Thanks so much”
“Quality information”

The first phase of the PR program will continue through to May 2010 – Howorth is also in discussions with BlueScope Steel about subsequent phases of the campaign.

Australia faces widening ‘productivity gap’

Australia’s productivity gap – the difference between productivity expectations and action – has widened from 29 per cent in 2009 to 34 per cent this year, according to new Telstra research.

Underlining the findings of the Government’s Intergenerational Report, the Telstra Productivity Indicator research found that improving customer service and productivity are the key priorities for Australian organisations, ranking 78 per cent and 76 per cent respectively

The Productivity Indicator also found that only 42% of decision makers measure productivity, have a target and know what that target is compared with 49% in last year’s report.

The Telstra Productivity Indicator was the brainchild of Howorth and sister agency Parker&Partners and is now in its second year.  The report has already received widespread media coverage in Australia.

For more information please visit http://www.interactivemediarelease.com/back/productivity

Howorth adds new talent for 2010

We’ve kicked off 2010 with some great new talent joining Howorth.

Fresh off the boat from some of the top tech PR firms in London, we have two Account Managers – Ellie Shaddick and Georgina Bonner. Both have decided to leave the cold and damp London lifestyle to set up home in Sydney. We look forward to drawing on their experiences working with some big brands include BlackBerry, T-Mobile, Business Objects and Rentokil Initial.

In addition, but closer to home, we welcome senior account manager, Le Tran, who joins Howorth from a local technology PR firm. Le is looking to build on her corporate communications experience and is playing a key role in our emerging corporate and B2B practice. Having rapidly settled into Howorth, Le is currently taking a four-week sabbatical in Vietnam for some humanitarian work in an orphanage, cancer hospital and women’s shelter.

After five years working as a high school English teacher, senior consultant Lauren Sewell sought a more creative outlet and has decided PR is will satisfy her career goals. Drawing on her experience in the education sector and her excellent writing skills, Lauren is a valuable addition to the team.

Finally, we welcome Alice Ridgway to Howorth, who joins as a senior consultant with more than three years’ PR experience in technology, consumer and not for profit. Alice previously worked on brands including Fairfax Digital, 3Com, Tipping Point and Parrot, as well as consumer clients such as pet food manufacturer Hills Pet Nutrition. Most recently Alice worked for the World Wide Fund for Nature (WWF) as a writer during the 2009 Earth Hour – Vote Earth campaign, where she gained valuable experience in executing a global PR campaign with a strong social media focus.

Howorth launches ‘Revenue Accelerator’ for clients

On Thursday 17 September, Howorth launched its “Revenue Accelerator – Driving New Revenue in Tough Times” training course for key clients who operate in a service based environment. Led by Chris Savage, Chief Operating Officer, STW Group, and Chairman of Ogilvy PR Australia, the session was a free-half day session focused on sharing ideas, strategies and methodologies on how to continue building a business in today’s challenging climate.

With this week marking the anniversary of the GFC, the course offered the best practices collected from STW’s companies that can be applied in good times as well as tough times.  The eleven clients in the room were led through interactive and theory based sessions on:
•    What’s your 4th dimension differentiator?
•    Turbo charge your pipeline
•    Winning business
•    Becoming a valued business partner
•    Creating raving fans

Commenting on the training session, Mike McKerlie, Managing Director, Bullseye Digital Business Solutions, said: “Chris is an enthusiastic and energetic presenter with an expansive knowledge of the subject. The programme had a great balance of workshop and presentation time.”

Howorth shortlisted for Asian Marketing Effectiveness Award

Howorth has been shortlisted in the 2009 Asian Marketing Effectiveness Awards. The nomination is for Howorth’s Livewire campaign, in the ‘Most Effective Use of PR’ category.

The Asian Marketing Effectiveness Awards seek to identify the region’s top creators, and reward insightful strategies that add value to consumers, and truly define and build habits.

The shortlisting for the award is the latest acknowledgment for Howorth’s work. Livewire is an initiative of the Starlight Children’s Foundation and the Howorth campaign, titled ‘new social network is a real Livewire for Australia’s sickest youths‘, has been hailed a massive success by media and health care professionals, Livewire member parents and the Starlight Children’s Foundation.

Winners will be announced on the 26th of May, 2009, but for more information on the awards or to check out the details, click here.

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