house of kitch communications credentials
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MAKING HEALTHY IDEAS HAPPENCREDENTIALS
Findinnovativewaystobringissuestolife,igniteconversations& inspirepeopletomakechangehappenBringastrategic,integratedapproachthatworksacrossmarketing,PR,digitalandsocialchannelstodelivermeaningfulaudienceengagementSolveproblems creatively,drivebehaviourchange,achieveinfluencersupportandshiftperceptionsWorkwithyoutomakehealthyideashappen
WHAT WE DO
StrategicCommunications
PRACTICE PILLARS
Understandtheobjectives, issues andopportunities.
Behaviourchangegoals,models, strategyanddesign.
Flexible frameworksandpracticaltools todrivedeliveryandbusiness objectives.
Determinemetricsandevaluationmethodologyfromoutset.
Acquirestrategicinsightsfromdata,researchandevidence.
Strategyisdataandinsightled,andevidencebased.Makecomplexsimple.
Integratedmulti-channelapproachutilisingrelevanttouchpoints.
Buildin feedbackloopsanddataanalysis forcontinuousimprovement.
Understandyouraudiences, theirneedsandperceptions.
Userjourneyalongbehaviour changepathway.
Bringaudiences andstakeholders onjourney.Drivesocietalchange.
Reinforceandrewardbehaviour change.
Environment, stakeholderandcompetitor analysis
Support andinfluenceonjourney.
Upskill andsupportstafftodeliverandadaptapproach
INSIGHT & AUDIENCE CENTRED APPROACHSTRATEGICINSIGHT
EVIDENCELEDSTRATEGY
DELIVERY&EXECUTION
MONITORING&EVALUATION
System1:• Automatic,fast,
entrenched,habitualbehaviours
• Responsiblefor95%ofourdecisions
• Greaterinfluencesonlongertermbehaviour
System2:• Reflective,slow,conscious,
rationalplannedbehaviour• Responsiblefor5%ofour
decisions• Caninfluenceshortterm
behaviour;unlikelytoinfluencelongertermonitsown
B.Behaviourchangeisenhancedbytoolsthatincreaseefficacy&reinforcedbysocialenvironment
A.UseemotionalstiruptomakeSystem2wanttochange.Usethehearttospeaktothehead;engagingthebraininanactivelearningprocess.
DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH
BasedonKahneman,2002
C.Feedbackloopasattitudesandbeliefsarereformedandbehaviourschange
Weworkwithorganisationsofallkindsandsizestodevelopmarketingandcommunicationstrategiesthatdeliveronbusinessobjectives.Provideflexiblestrategysolutionsandevidencebasedcommunicationapproachesthatcanbetailoredtoyourneeds.Webringadepthofexperienceinusingcuttingedge behaviouralinsightsanddigitaltoolstodrivebehaviourchange.Wecanworkwithyourteamtodefinepositioningandstrategy;aspartofyourteamtodeliveronspecificprojects;orbeawell-honedhealthcommunicationsresourceforyoutodrawon.
HOW WE WORK
AWARDS2015 PublicRelationsInstituteGoldenTargetAward:HIVTestingWeekEASYTour2014PublicRelationsInstituteGoldenTargetAward:HIVPopUpTesting2014CommsCon:HIVPopUpTesting2012PublicRelationsInstituteGoldenTargetAward:8700kilojoulecampaign2012ADMAEffectivenessAward: 8700kilojoulecampaign2012AustralianMobileAwards:Twoawardwinningapps(8700,GoodGlen&badeggs)2008PublicRelationsInstituteGoldenTargetAward:Mercuryinfish&pregnantwomen
OUR EXPERTISE
SamaraKitchenerisamulti-awardwinning strategiccommunications specialistwithapassion fordeliveringlargescaledigitallyintegratedcampaigns.
With15+yearsseniorcommunications andengagementexperienceworkingacrossgovernment,foodandhealthsectors,Samarahasdeepexpertiseinintegratedcampaignsplanning andexecutingacrosspaid, ownedandearnedchannels.
Samaraheads theBicycleNSWBoardDiversityCommitteeandisaNSWCouncilor, Public RelationsInstituteofAustralia.
Beforeconsulting, SamarawasStrategicAdvisor Communications andEngagementwithNSWHealthwhereshedrovemulti-stakeholder communications onpreventivehealth,including overweightandobesity, tobacco,HIV,STIsandhepatitis.SamarawasalsoDirectorCommunications withtheNSWFoodAuthoritywheresheledcommunicationstrategies,digitalchannels, crisis communications andeducationcampaigns.
Samarahasworkedcollaborativelywithkeyinfluencers inincluding federalandstategovernmentdepartments,primaryindustry bodies, academicexperts,theAustralianMedicalAssociation, RACGP,CancerCouncil, andHeartFoundation.
Samarahasalsoworkedasanadvisor totheWorldHealthOrganisation.
SamaraKitchener,Founder&DirectorMBA,AustralianGraduateSchoolofManagement,UNSWBachelorofAppliedScience(Hons),UNSW
OUR CLIENTS
OUR WORKCASE STUDIES
CASE STUDY: AUSTRALIA’S FIRST HIV TESTING POP UP
Results:• 34%increaseinHIVtestingininnerSydney• Over4millionmediaimpressions• Extensivesocialmediacoverage(Twitterreach
549,000).• CampaignwonCommsCon andPRIAGoldenTarget
Awards.
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CASE STUDY: HIV TESTING WEEK
CASE STUDY: MAKE HEALTHY NORMAL
CASE STUDY: SYDNEY TAP WATER REPOSITIONINGBusinesschallenge:ToConvertBottlewaterdrinkerstoTap• 40%ofpeople livingingreaterSydneymainlydrinkbottledorpre-treatedwaterratherthantapwater.• Waterqualityisthemostimportantdriverofchoice.Peoplechoosebottledwaterastheybelieveitisabettersourceofhydration.• Environmentalconcernsarenothighontheagenda,personalwellnesshassurpassedenvironmentalwellness
Strategicapproach• ReframeSydneyWaterbybuildingastoryusingthelanguageandimageryusurpedbybottledwater.• Waterhasmovedbeyondathirstquencher toasubstancethatmaintainsoverallwellbeing.• Thecultureofhydrationdominateswaterchoice.ThestrategyrevolvesaroundSydneyWaterembracingthecultureofhydration.
• Theaimistoinspirebehaviourchangewithconsumersthroughastructureofconsistentmessagingandbrandreinforcement
• Thecentralbrandpromisebecame:SydneyWateryourbestsourceofhydration.• Brandingisrepresentedby fresh,natural,filteredandpure – ineverythingfrom
wordstoimagerytoaction.• ThestrategywillbeexecutedacrossanumberofpillarsthatwillreinforceSydney
Waterasthebestsourceofhydration.CentraltothisisSydneyWaterbeingtheHydrationPartnerforCricketNSW.ThehydrationmessagingiscarriedthroughalltouchpointsandprogramssuchasTap,education,media,andengagement.
Positioning,messagingandmulti-channelapproach
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CASE STUDY: SPORTS COLLABORATION - EAT RIGHT AFTER SPORT
CASE STUDY: 8700 KILOJOULE CAMPAIGNResults:• Improvedkilojoule awareness(from
19to35%)• Peopleorderingonaverage519kJ
lessateachpurchase• Numerous awardsincluding Public
RelationsInstituteGoldenTarget,AustralianMobileandADMAawards
• Apphadover280,000downloads.
