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Case Studies

Case Studies: Knight Frank

Situation

Knight Frank, a global real estate organisation, on behalf of a well-known property development company, were commissioned to evaluate the potential of a large property with a prime location adjacent to Sydney Harbour. The property was to be refurbished as office space or rebuilt as residential, requiring large investment. The property market at the time was very slow.

Knight Frank wanted to evaluate the level of pre-commitment potential in the office leasing market as a trial before a decision to invest significantly in residential redevelopment was made.

Solution

LHR worked closely with Knight Frank's property team. To test the office rental market, LHR created large roof banners to advertise a new profile for the property. LHR also created large size brochures that were distributed as part of a targeted direct mail campaign detailing possible floor areas and customised builds for prospective clients. The objective was to attract pre-commitments for commercial leasing for the office reburbishment option.

Result

The campaign generated a large number of passer-by enquiries and a significant amount of pre-commitment applications for commercial leasing were received. The interest generated was considered an extraordinary result in what was a typically low performance market environment.

 

Case Studies: New England Area Health Service

Situation

The New England Area Health Service provides a comprehensive range of health services to over 175,000 people living in a rural area in the north of the state of New South Wales. The geographic area is 98,000 square kilometres, encompassing 19 local government areas, has a total of 20 public hospitals and community health centres and 11 primary care centres. It employs over 3,000 people.

The remoteness of the area made it difficult to attract and retain high calibre medical professionals to the service. There was a general perception that the area did not offer the same training and development opportunities as compared with major urban areas. Traditional methods of positions vacant advertising had proven largely ineffective.

Solution

LHR created a campaign that promoted improved quality of lifestyle, reassurance of in-service training and commitment to advancement, and highlighted the high esteem with which country communities held the local medical profession. A variety of display advertisements were placed and key messages were re-iterated throughout all recruitment activities.

Result

There was a significant response from the target market audience and all positions, including more difficult to fill positions, were successfully recruited for. An abundance of qualified candidates interested in working in the area was generated.

The health service has since adopted eziSuite to manage all recruitment activities including management of job descriptions, skills profiles, OH&S requirements, interdepartmental approvals, applicant tracking system and reporting for payroll. eziSuite is used to manage all of the service recruitment advertising requirements including intranet, internet job boards and print advertisements. The advertising process across the service has become streamlined, reducing overall costs and ensures strong brand consistency throughout the service.

 

Case Studies: Penrith City Council

Situation

Penrith City Council is a local government organisation that covers an area of some 407 square kilometres on the western fringe of Sydney metropolitan area, in east central state of New South Wales.

The council traditionally provided community information via a range of newspapers covering the local government geographic area. Some communication was as a result of legislative requirements and other communication as a result of elected councillor and council management needs. The council wanted to evaluate its commitments to community information and its overall effectiveness.

Following a detailed tender process, LHR made recommendations to solve over-expenditure issues.

Solution

LHR reviewed the community communication needs, assessed all advertisements and media usage. LHR devised an improved communications strategy that included new graphics, improved ad layouts and improved media selection. In addition, all copy submitted by council was proofed and edited to ensure consistency of style and message.

eziSuite's eziAd module was installed to manage all advertisement requests, improve the approval process and ensure that advertising expenditure could be monitored continuously.

Result

There was a saving of over $300,000 in advertising expenditure in the first calendar year and with all council community advertising objectives being met.

In addition, there was significant internal process improvements and workload reduction in managing community advertising (2 working days reduced to 2 hours per week only). eziAd provides the council with up to the minute reporting of all advertisement expenditure as well as a complete library of all historic advertising - reducing the need for unnecessary duplication.

Other councils in the NSW area are now adopting the same strategic approach taken by the council.

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