INTERFLOW’S CUSTOM BOOK CELEBRATING 75 YEARS

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HOW TO USE YOUR COMpANY’S ANNIVERSARY AS A MARKETING TOOL

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INTRODUCTION

Working with Great Southern Press Infrastructure Marketing Solutions, Interflow created a book to use in their 75th year celebrations in 2011.

This case study looks at how Interflow created a custom published book that helps meet their marketing needs.

Interflow is a leading provider of repair, restoration and renewal services for non-pressure pipelines in Australia and New Zealand. It was established in 1936 as General Constructions (GCs) by Harold Weaver. The company has grown and developed over the years, and today Interflow is focused on trenchless rehabilitation projects.

Throughout its history, Interflow has demonstrated a strong role in innovation within the trenchless industry, importing the first Barber-Greene from the USA in 1938, while it was still GCs. Over the years, the business grew to extend its range to sewers, water supplies, oil and gas, and has been recognised in various industry awards.

Today it is still run by the founding Weaver family and is celebrating its 75th year of operation in 2011.

Interflow 1950s

Interflow 1970s Interflow 2000s

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OppORTUNITY

As a company with a long and successful history, Interflow had the opportunity to tell its story to its staff and other key stakeholders. By doing so, they could demonstrate the many years of industry experience and expertise in trenchless rehabilitation and reinforce their credibility as pioneers and innovators in the industry.

There was also the opportunity to celebrate the past and look forward to the future, and recognise the staff that contributed to Interflow.

As Joe Puglisi, Product Manager at Interflow notes, “There are many innovations and people that made Interflow what it is today, and they deserved to be recognised.”

Interflow wanted to bring the organisation’s history to life, as well as reinforce their image and reputation.

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There are many innovations and people

that made Interflow what it is today, and

they deserved to be recognised.

Three goals:

Interflow had three specific goals for the book:

1. Celebrate its history and recognise staff that contributed to its success

2. Enhance Interflow’s brand identity as an industry innovator

3. Tell others about their past and current success stories.

Joe Puglisi

Product Manager, Interflow

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SOLUTION

Interflow approached Infrastructure Marketing Solutions with a proposal for a custom coffee table book, filled with the innovations and people that made Interflow what it is today.

A book can be a strong marketing tool as it brings your company to life and establishes credibility and experience through history.

“We wanted to show all the innovative technology and fantastic characters that have contributed to the success of the company. And what better way to highlight them than through pictures?” said Joe.

While Interflow had the images and records needed to put a great book together, they realised that they needed to find a publisher who had two things – custom publication knowledge, and an understanding of the specialised trenchless industry.

“We chose to work with Infrastructure Marketing Solutions because of their knowledge about trenchless technologies, the work that they do in the industry and their publication expertise,” says Joe.

Along with the book, Interflow also threw a dinner in celebration of 75 years, where all guests received a copy to take home.

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Jacinta Hannaford

Industry Marketing Manager

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RESULTS

The result was an A4 coffee table book full of pictures and captions, taking readers on a journey over the decades.

“This is a book that will make Interflow people very proud of the company they work for and at the same time show the industry that Interflow’s longevity is built on our three core values: competency, honesty and reliability.”

“We’re extremely happy with the entire journey of the book production. From the early stages of concept and design, to content inclusion and ultimately the quality of the finished book, Industry Marketing Solutions did a fantastic job throughout the process,” says Joe.

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Joe Puglisi, Product Manager, Interflow

We’re extremely happy with the entire

journey of the book production.

6 CELEBRATING 75 YEARS

Harold Weaver initially set up business at his home in Maroubra, NSW, and

At the time it was the tallest building in Sydney at twelve storeys high.

heads out of the window on Castlereagh Street and talk to each other.

1936 - 1939

sewer reticulation for MWS&DB. At that time, trenches were excavated by hand using pick and shovel, and in the rock trenches only compressed air-operated jack picks were used. The deeper trenches were supported using timbers where necessary.

After the success of Northbridge, the company won projects throughout New South Wales including the construction of West Wyalong Sewerage, water supply pipelines in Northern and Southern Riverina, Singleton Sewerage and Grafton Sewerage. GCs also expanded its expertise into pump stations and treatment works in places like Lismore in northern New South Wales.

During excavations of deep sewer lines at West Wyalong, one of the crews struck a gold seam. Harold promptly took out Miner’s Rights for the area and the trench line did take a slight detour to follow the reef, but the seam eventually disappeared and the crew went back to laying pipes, regrettably without the pot of gold.

Interflow_Template.indd 6 3/10/11 4:58 PM

CELEBRATING 75 YEARS 7

1936 - 1939

The company had an outward-looking approach and was always looking for ways to improve its productivity. In typical leading style, GCs

This multiple bucket-and-ladder type production trencher, was

The price for excavation at the time was 2 shillings per cubic yard of soft ground. For the Barmedman Sewerage Project completed in 1939, a total of 9,348 cubic yards was excavated. However with the high amount of hard rock encountered, the

18 shillings and two pence.

Interflow_Template.indd 7 3/10/11 4:58 PM

CELEBRATING75 YEARS

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Front cover Back cover Inside pages

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THE SECRET TO SUCCESS

Interflow and Infrastructure Marketing Solutions worked very closely in a partnership, which resulted in a professional book that closely matched Interflow’s style while still creating a separate identity as a special publication.

Interflow chose to work with Infrastructure Marketing Solutions because of our wide range of services, flexibility and partnership approach to working with clients. Enjoying a strong sales and editorial relationship with Trenchless Australasia, which is owned by the same company as Infrastructure Marketing Solutions, Interflow felt that Infrastructure Marketing Solutions was the best group to hire for the job.

What you can learn from the case:

1. Hire someone who understands your industry

Trenchless and other infrastructure technologies is a specialised area of knowledge. It can take a long time for a nonspecialist agency to completely understand the different aspects and terms of the industry. If you can find someone who speaks your language, you don’t have to spend valuable time explaining things to them.

An agency that is already familiar with an industry doesn’t have to spend precious time researching it, as they already have all the information. This results in efficiency and a professional standard of work that is cost effective. Infrastructure Marketing Solutions was able to complete the book in just six weeks because we didn’t have to keep checking what terms and acronyms meant in the editing phase.

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Infrastructure Marketing Solutions has all

marketing services under one roof, so you only have to deal with

one supplier.2. Find someone who can do it all for you, so you don’t have to manage different suppliers

Creating a book (or any marketing campaign) can be a large project, and keeping track of multiple suppliers can be a job in itself. Let’s face it – although a book is a fun project, it’s usually not the main focus for your business, so you don’t want to spend all your days getting in contact with writers, editors, designers, printers and distributors.

Because Infrastructure Marketing Solutions houses all of these services under one roof, you only have to deal with one supplier, freeing up your time to focus on what truly matters for your business.

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We collaborate with our clients and work with

you as a team.

3. Find a provider who works with you as a team

If you find an agency brings exciting, new ideas to the table, your work will be a lot easier. It will also create the trust you need to leave them to their jobs, which is important for the successful creation of communication pieces like custom books and magazines.

Infrastructure Marketing Solutions’ parent company, Great Southern Press, is a company built on industry partnerships. We have always aligned our success with the success of businesses that we work with.

Because we collaborate with our clients, we work with you as a team, for strong results.

The benefits of a book:

• Brings your organisation to life

• Reinforces brand identity

• Enhances image and reputation

• Promotes, new projects as well as past successes

• Positions the company as a thought leader and pioneer in the industries you work in.

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If you’re thinking about producing a custom book to celebrate your company’s anniversary (or for any other reason!), we recommend considering the following:

• What will the book be about?

• What do you want the focus of the book to be?

• How will you gather the information and images needed?

• What type of content will be included in the book?

• How will you go about getting the book created?

• Who will research, write, edit, design and print the book?

• What is your budget?

Talk to us at Infrastructure Marketing Solutions and we’ll help you produce and publish your custom book. For more information call Tim Thompson on 03 9248 5100 or email tthompson@gs-press.com.au

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ABOUT US

ABOUT INFRASTRUCTURE MARKETING SOLUTIONS

We create engaging marketing and communications solutions specifically for businesses in the infrastructure industry.

Working with one of our strategic advisors, a marketing communications plan can be customised for your unique situation and implemented to provide marketing solutions that work.

It’s because of our infrastructure knowledge that you can be confident that we can create solutions that will get your company noticed.

For more contact: Tim Thompson, Sales Manager, tthompson@gs-press.com.auor Jacinta Hannaford, Industry Marketing Manager, jhannaford@gs-press.com.au

ABOUT GREAT SOUTHERN pRESS

Great Southern Press is a company built on partnerships with industries. We align the success of our business with the continued growth and expansion of the clients we work for. Our unique expertise and access to a range of industries means we can execute integrated marketing communication campaigns across a variety of platforms, including video, magazines and social media, to ensure that you reach new and existing customers for a higher return on investment.

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CONTACT

Great Southern press Infrastructure Marketing Solutions

GPO Box 4967 Melbourne VIC 3001

T. +61 3 9248 5100 F. +61 3 9602 2708 E. tthompson@gs-press.com.au W. trenchless-australasia.com/services

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