MAKING HEALTHY IDEAS HAPPENCREDENTIALS

WHY

HOW

WHAT

WHYWEDOWHATWEDOPeoplegenerallyhaveahardtimewithchange,evenwhenitisgoodforthem.Ourpurposeistoinspirepeopletoembracechangesopeoplecanbetheirbestanddrivepositivechangesintheworld.

HOWWEDOTHIS• Articulatingavisionthatpeoplewanttobepartof• Makingthecomplexsimple;makingtheintangibletangible• Understandinghumanbehaviourandhowtoinspirechange• Bringingpeopleonthechangejourney

WHATWEDO• Bringastrategicapproachtocommunicationstoinspirechange• Solveproblemscreatively,drivebehaviourchange,achieve

influencersupportandshiftperceptions• Bringvisiontolifethroughdisruptivecommunicationeffects,

storytelling,andpartnerengagement

WHAT IS AT OUR CORE?

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

AWARDS2016PublicRelationsInstituteGoldenTargetAward:PrimaryIVF– BestNationalCampaign2015 PublicRelationsInstituteGoldenTargetAward:HIVTestingWeekEASYTour2014PublicRelationsInstituteGoldenTargetAward:HIVPopUpTesting2014CommsCon:HIVPopUpTesting2012PublicRelationsInstituteGoldenTargetAward:8700kilojoulecampaign2012ADMAEffectivenessAward: 8700kilojoulecampaign2012AustralianMobileAwards:Twoawardwinningapps(8700,GoodGlen&badeggs)2008PublicRelationsInstituteGoldenTargetAward:Mercuryinfish&pregnantwomen

OUR EXPERTISE

SamaraKitchenerisamulti-awardwinning strategiccommunications specialistwithapassion fordeliveringlargescaledigitallyintegratedcampaigns.

With15+yearsseniorcommunications andengagementexperienceworkingacrossgovernment,foodandhealthsectors,Samarahasdeepexpertiseinorganisational strategy,integratedcommunications andstakeholderengagement.SamaraisNSWPresidentofthePublic RelationsInstituteofAustralia,andco-chairofDiversityontheBicycleNSWBoard.

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 EXPERTISE

Vanessaisanaccomplished corporatecommunications professional withextensiveagencyandin-house experienceinAustraliaandinternationally.Inacareerspanning over12years,Vanessahasworkedacrossadiverserangeofindustries includingAirlines, FinancialServices,HealthandFitness, Telecommunications andConsumer goods.

Vanessahashelpedlaunch andgrowglobalbrandsthroughanexpertiseinstrategiccorporateandconsumer communications, stakeholderengagement,changemanagementanddevelopment ofinternalandexternalcommunication programs.

MajorachievementsincludeleadingthemediaandconsumerlaunchoftheVirginAustraliabrand(fromVirginBlue)inAustraliaandwhilebased inLondon, developing andimplementing aglobalinternalandexternalstakeholdercommunication programforNokia’s luxuryrangeofmobilephones.

VanessaChurnin,SeniorCorporateCommunicationsStrategistBachelorofBusiness,UTS

OUR CLIENTS

OUR WORKCASE STUDIES

CASE STUDY: RAAF PLAN JERICHO, AVALON AIR SHOWObjective:DemonstratehowPlanJericho’sinnovationandpartnershipledstrategyissuccessfullyleadingAirForce’stransformationtotheworld’sfirstfifth-generationairforce.Results:• 25industrypartners,includingLockheedMartin,Boeing,BAE,

Airbus,engagedinpartnerandmediaactivities• Socialmedia>180,000audienceorganicreach• 110,977videoviews(organic)• 12targetedmediastories>200,000 reach

PROUD PARTNER

5TH GENERATION AIR FORCE

Results:

• Facebookcommunityofmorethan2,711engagedadvocatesinjustfivemonths.

• 7.6%engagementrateforcontent(industryave1.5%)• Socialcontentdroveover9065clickstowebsite• 7TVstoriesreachingacombinedaudienceof1.8millionand

includingallkeymessages• 296firstappointmentsweredirectlyattributabletocampaign• 12timesROIforcampaign

PrimaryIVF,Australia’sfirstbulk-billed IVFservice,opened inAugust2014;redefining theAustralian IVFlandscapebymakinghighqualityIVFaffordable.Communication challenge:Demonstrateitispossibletoprovidehigh-qualityIVFaffordably,inanalreadynoisyenvironmentApproach: anintegrated,contentled,communicationscampaignonsocialmediatobuildawarenessanddriveenquiriesfromprospectivepatients.

CASE STUDY: PRIMARY IVF InPartnershipwithN2NCommunications

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

CASE STUDY: AUSTRALIA’S FIRST HIV TESTING POP UP Forthefirsttimein10years,2012sawa24%riseinNSWHIVinfections. InDecember 2012theTGAapprovedarapidfinger-prickHIVtest,withresultsin30minutes. ThiscoulddramaticallychangetheHIVtestinglandscape asitmakestestingpossibleinnon-medicalsettings.Objectives1.IncreaseawarenessaboutrapidHIVtestingamonggaymen2.EncouragemoreflexibleHIVtestingmodelsacrosshealthsectorResults:• 34%increaseinHIVtestingininnerSydney• Over4millionmediaimpressions• Extensivesocialmediacoverage(Twitterreach549,000).• CampaignwonCommsConandPRIAGoldenTargetAwards.

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CASE STUDY: HIV TESTING WEEK

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CASE STUDY: SPORTS COLLABORATION - EAT RIGHT AFTER SPORT

CASE STUDY: MAKE HEALTHY NORMAL

CASE STUDY: 8700 KILOJOULE CAMPAIGNResults:• Improvedkilojoule awareness(from

19to35%)• Peopleorderingonaverage519kJ

lessateachpurchase• Numerous awardsincluding Public

RelationsInstituteGoldenTarget,AustralianMobileandADMAawards

• Apphadover280,000downloads.

STAY IN TOUCH….. 0412662308www.houseofkitch.com.au

samara@houseofkitch.com.au