The energy to grow together. I June, 2011
Why Redhanded? Strategic customer insights.
Redhanded is a leader in consumer communications that grow their clients top line.
Early adopter of innovative technologies and methodologies Second to none consumer knowledge and insight Ground breaking consumer guidelines and principles Validating our creative executions with neuroscientific & psychological sciences
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Proud to be working in partnership with:
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The role we play with clients.
Our role defined.
We are a specialised service business dedicated to creating, planning and handling advertising, strategic marketing and promotion. Our key strength is our independence and ability to provide an outside point of view to the effort of marketing and promoting products and services. We handle overall advertising, marketing, branding strategies, online and sales promotions for a number of major brands and use our network of media to further the cause of the brands we represent.
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Strategic ‘consumer community’ insights.
Redhanded use a proprietary methodology for deriving relevant and dynamic customer insights. Branded Crossing the Great Divide™, we have a set of Agency rules and use proven visual and auditory stimulus, to develop communication that will connect with consumers. How does that benefit you? Provides a level of certainty in message delivery and customer retention.
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Media Optimiser™
Media Optimiser is a Redhanded tool that enables clients to build an integrated media schedule to meet a brands objectives. Schedules are created by drawing on the information, data and market intelligence Redhanded source.
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Media Optimiser™
Research & Analysis Resource.
We work with some of the brightest talent in research and are constantly looking at new ways of benchmarking clients campaigns versus others in the industry. Over 8 years we have built an information bank of current trends, attitudes, and interests in key markets. To our knowledge only info source of its kind – presently establishing relationships with academics and demographers in sector. Industry first information, benchmarked processes and systems, media benchmarking, unique regional community insights.
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Media Optimiser™
Media Planner, Negotiator and Buyer.
Redhanded buy and plan almost a third of the total regional and rural media – More than $10 million nationally.
For large projects in metropolitan markets, Redhanded have a strategic partnership with Media Planning Group MP+.
How does that benefit you? Buying power, media relationships, media leverage, premium positioning, new media opportunities first
MP+ is independent, focused on strategy development and planning. Their aim is to provide clients with the very best standout solutions - regardless of advertising budget size. They do not focus on buying media. They do however project manage this through the major buying companies. This provides our clients with the buying efficiencies of the big groups and the simplicity of a single contact in us. Importantly, our independence from the buying groups allows us to take different approach to client contract negotiations. As we do not need to compromise the needs of individual clients to fulfil the objectives of the buying group as a whole, we tailor arrangements specifically to each clients unique goals.
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Media Optimiser™
MP+ - The Philosophy.
A little insight can often be the difference between success and failure - yet few communications companies put enough time into gaining insight. The proliferation of advertising today has meant there’s simply too much clutter. As a consequence it is imperative the right communications choices are made to capture the consumer. As people interact with the media on an emotional level context is the most critical consideration. And because media choices define a person as much as anything else; their car, clothes or preferred beer, understanding the effect of environment upon a brand enables us to exploit this, by developing ideas which strengthen your brand and relate better with consumers.
Not all media strategies are the same. At MP+ they focus on understanding the product, consumer and the market. Renewable Energy consumers are a unique consumer with particular media consumption patterns. Buying just to a tarp weight is not looking at the brief holistically. The goal is to see beyond the numbers - avoid the blindness they can create, and come to an understanding of what the real issues and more importantly opportunities are.
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Media Optimiser™
MP+ - The Philosophy.
By building relationships across every media channel we identify opportunities and initiate media firsts in the market. Creative executions that look outside the square to achieve cut through in a cluttered environment Target when timing is relevant to your audience Geographic targeting to reduce waste Program/positioning alignment with your brand through spot buy or sponsorships to engage the right audience when they are in a dynamic state and align brand values to complement creative and promote brand recall. Eg. RPM and Top Gear.
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Case Study.
Kubota - Movember Campaign.
Movember case study – Divide existed between manufacturer and dealer network – dealers were the ‘community’ we needed to better communicate with and influence. Two Tier Strategy allowed dealers to ‘piggyback’ on community goodwill with strong retail offer Record November Sales of Kubota Machinery Benchmark Dealer Engagement Campaign Aligned with community values Record PR response with $400K worth of added value using Media Optimiser and leveraging media relationships
Kubota is proud to be a sponsor of Movember, a fantastic fundraising event supporting the two most important health issues facing men, prostate cancer and depression. Visit your local Kubota dealer
www.kubota.com.au
during Movember and receive a customer instant rebate on any new model tractor, mower or utility vehicle.
We’re supporting movember & you’re getting a great cut. Customer instant rebates.
$400 on ride-on mowers & compact tractors (18-26hp) UP TO $800 on zero turn mowers & out front mowers UP TO $1,000 on utility tractors (26-57hp) & utility vehicles UP TO $2,500 on farm tractors (60-135hp) UP TO $7,000 on run out powershift tractors (95-125hp) UP TO
To receive your Customer Instant Rebate on any new Kubota mower, tractor or utility vehicle contact <Dealer name and address details please insert here>
Dealer logo goes here
*The Customer Instant Rebate is deducted as a discount off the dealer’s standard selling price at the time of sale and is not exchangeable for cash. Offer ends 31 December 2010 and is subject to availability.
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Case Study.
Gruen Nation - Election Special.
Demonstrated a non-clichÊd intelligent debate of the issues Brought massive attention to the consequences of Green Policy during the Federal election Had Andrew Denton’s vote Established our credentials as a leader in representing the voice of rural and regional Australia in such debates
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Case Study.
Hotondo - Brand Campaign 2011
‘Tired of living in a dog box’ TVC
Created a memorable, likable, versatile and strategically aligned brand personality using an intelligent hunting dog that points people in the right direction! Based on a consumer insight that home buyers spend weekend after weekend in fruitless searches for the right home. Strategic product segmentation into First, Family and Designer homes that simplified the search and developed the core consumer promise ‘A Great Find’.
Quality Designer Homes
“You’ll drool over these designer homes.”
When Hotondo Homes offers so much more, why search a moment longer for the perfect dream home.
46% increase in sales inquiries within 12 months
Quality First Homes
“All the space and creature comforts you desire.”
Beachview 340 When Hotondo Homes offers so much more, why search a moment longer for the perfect first home.
Fixed Price with no hidden extras Clever, flexible floorplans
Fixed Price with no hidden extras
Quality & style from a builder you can trust
Clever, flexible, floorplans Quality & style from builder you can trust
AUSTRALIA’S LEADING NETWORK OF PROFESSIONAL BUILDERS
Seaspray 386
HOTO5178DPSFirstHomesAdDoublePage.indd 1-2
Balmain 173
Fremantle 142
Killalea 301
AUSTRALIA’S LEADING NETWORK OF PROFESSIONAL BUILDERS
call 1800 677 156 or visit www.hotondo.com.au
AUSTRALIA’S LEADING NETWORK OF PROFESSIONAL BUILDERS
Kent 138
Edgewater 305
Call 1800 677 156 or visit www.hotondo.com.au 13/10/10 3:37 PM
Hotondo Homes Echuca/Moama Vehicle Graphics – Holden Commodore Wagon AUSTRALIA’S LEADING NETWORK OF PROFESSIONAL BUILDERS
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Crossing the Great Divide™ THE DECISION MAKING PROCESS.
1. Engagement (Notice-ability) 2. Attention (Focus-ability) 3. Memory (Memorability) 4. Emotion (Relevancy-Immediacy) 5. Cognition (Relevancy-Distance)
3-5
6
6. Activation (Decision Persuasion)
1 2
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Crossing the Great Divide™ THE DECISION MAKING PROCESS.
The consumer decision process is targeted through communication aims, elements and styles.
OVERVIEW COMMUNICATION AIMS
COMMUNICATION ELEMENT
*COMMUNICATION EXECUTION STYLE
FUNCTIONAL, PSYCHOLOGICAL AND/OR SOCIO-CULTURAL ELEMENTS
• NOVELTY VERSUS STORY TELLING • INFOMERCIAL VERSUS BRAND • HEAVY PRODUCT MESSAGING VERSUS LIGHT PRODUCT MESSAGING • HUMOUR VERSUS TELLING IT STRAIGHT • PRODUCT DEMO VERSUS PRODUCT METAPHOR • OVERSTATED (HYPERBOLE) VERSUS FACT • TESTIMONIAL VERSUS BRAND • CELEBRITY VERSUS ‘REAL’ VERSUS ACTOR
CREATING INTEREST OR AWARENESS CONVEYING INFORMATION
BUILDING EQUITY
The three key marketing communication elements:
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Crossing the Great Divide™ THE DECISION MAKING PROCESS.
Where our messages impact on the buying cycle.
AWARENESS Viral PR Loyalty programs
Experiential Advertising (print, online)
Online research
Customer Service Online In-store resellers
PURCHASE
CONSIDERATION
Phone
In-store research
Referrals Usergenerated media
Advertising (TV, print, online) Online reviews
PREFERENCE
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Crossing the Great Divide™
The Process.
STAGE 1 Ongoing Market Research
Thorough knowledge of competitive set
STAGE 3
Profound consumer insight
Creating total brand experience
Brand Design • Target Consumer • Essence • Promise • Personality • Positioning
Profound consumer insight
Consumer Benefits (by segment)
STAGE 2
Organisation Design Customer value chain Culture HR Systems
Brand Identity Standards & Systems
• Differentiation • Functional • Emotional • Experiential • Self-Expressive
Brand Design Manifested at Each Point of Customer Contact
Organisation’s core competencies and Strategic intent
Integrated Marketing • Product • Packaging • Pricing • Distribution • Point of Purchase • Merchandising • Advertising • Promotion • Publicity • Event Marketing • Insignia merchandise • Direct marketing • Relationship Marketing • Membership Organisation • Customer Service • Website • Sponsorship
Delivering Awareness Accessibility Value Relevant Differentiation Emotional Connection
Resulting in Decrease price sensitivity Increased consumer loyalty Increased flexibility for future growth Increased market growth Increased market growth Increased stock price & shareholder value.
Brand Equity Monitoring
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Our role, your advantage.
Brand Relevance – Messages that engage and resonate with your customers Cut-through creative – Advertising and campaigns that are innovative, entertaining and most importantly, engaging Media Integration – Media leverage at a better rate without wastage Brand Consistency – Consistent messages, tone and quality of comms developed
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Our Process I
Campaign development Process.
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Campaign development Process.
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Campaign development Process.
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Campaign development Process.
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Print Production.
Pre-Press / Traffic.
Update our inhouse printing and prefinishing facilities including: the latest FujiXerox colour printers ensures we can output 3DAP approved colour accurate digital hard-proofs, print to full A3 with bleed size onto stock upto 320gsm in duplex mode Full trimming service with automatic laser guided guillotine Full automatic paper folding machine.
What is traffic? Traffic from Sohnar is a job costing, project management and studio management program. Project management includes Job scheduling, Gant charts, timesheets, Staff scheduling, Purchase Orders, Invoicing enabling us to track the time spent on every job/project.
Why we quickcut The majority of publishers now refuse to receive ad material via email as each publisher has different requirements and specifications for their file setup and output. Quickcut performs over 280 checks of a PDF to ensure our ads match the specification of the publisher and can be outputted directly from our layout programs. It also provides a delivery engine with real-time tracking capabilities so we can confirm jobs have been sent and have been accepted from the publisher. We can also recall previously sent ads at any time.
When you receive estimates they are generated from traffic based on the particular job profile. Redhanded Asset Proofing System Our asset proofing system is designed for version control and enables us to track changes and times associated with each job. All artwork in pentnet is low res. Finished Art will be started upon approval in pentnet. Time required for finished art will vary depending on the size and imagery associated with the job.
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Multimedia - Video Production.
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Multimedia - Video Production.
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Multimedia - Video Production.
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Multimedia - Video Production.
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Multimedia - Video Production.
We have full high definition video and components and Final Cut Pro high def editing suite Capture broadcast quality video for productions in full High Def video so we can develop and produce video content which can be tailor made for use on the internet, mobile phone (3G) networks and television and DVD (using our own in-house DVD Authoring facility). Our facilities include a dedicated Video Production Workstation with storage and video asset workflow
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Our People I
Redhanded Directors.
Co-Founder / Strategic Director and Business Director Jim Gall
Co-Founder / Creative Director Paul Hand
Jim commenced his career as a cadet journalist with one of Victoria’s largest newspaper groups in 1993. He holds an Arts Degree majoring in Journalism and also boasts an Associate Diploma in Applied Science.
Paul’s guidance and creative energy has contributed to some of the most visible, memorable and effective campaigns in their category. His ability to create campaigns that engage and disarm with warmth, humour and truth have helped a number of brands, including Roundup maintain their dominance over many, years. Recent campaigns for Hotondo Homes and the Movember initiative for Kubota Tractors have seen creative insights rewarded with remarkable sales results.
An Associate of the Advertising Federation of Australia (The Communications Council), Jim co-founded Redhanded Creative in 2002 after a successful Journalism and Public Relations career spanning almost 10 years. Jim plays a crucial role in developing the link between planning, marketing, research and creative with the use of dynamic planning tools. Jim is available on call to show how to use research to test and fine-tune creative strategy, the process of defining and redefining goals and objectives, developing strategies, and evaluating advertising results.
Paul’s work across a number of Advertising Agencies and many different categories have been awarded both locally and overseas.
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Redhanded Team.
Account Managers.
Joanna Clark & Belinda Bassingthwaighte Jo and Belinda are responsible for day-to-day management of the account and all tasks.
evaluating and identifying sources of information about effective digital marketing to ensure we stay in touch with the trends across all facets of the digital landscape.
They have the skills to discuss the products to be advertised and obtain relevant information such as product and company details, budget and marketing goals and marketing research.
Before joining Redhanded Libby spent two years in London where she held Marketing roles with Vodafone and the Monitor Group (Management Consulting).
They will brief other specialists in the agency, such as creative team media planners and researchers on client requirements in order to develop the details of a campaign, present draft campaign suggestions to clients along with a summary of the expenditure involved, and negotiate and arrange for modifications if required.
Prior to her work in the UK, Libby spent almost three years with ACP Magazines, the magazine arm of Publishing and Broadcasting Limited (PBL), where she held an Advertising role servicing various magazines including Madison, Cosmopolitan, CLEO, The Australian Women’s Weekly and Harpers Bazaar, to name just a few!
They supervise and coordinate the work of the relevant production departments so that the campaign meets deadlines and budget requirements, keep in contact with the client throughout the project and deal with problems as they arise, assist the client with marketing strategies.
In her time at Redhanded Libby has undertaken additional study through the Australia Advertising Foundation, graduating with high distinctions in Strategic Planning Principles, Integrated Brand Management and most recently Digital Strategy. Libby also holds formal qualifications in Public Relations from RMIT, as well as web design credentials from the Grenadi School of Design.
Libby Nixon Libby joined Redhanded in 2008 as a member of the Account Service team and currently enjoys working across the Virbac, Nufarm and Rivalea accounts. Libby is also actively involved in
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Redhanded Team.
Creative Team.
Art Directors – Vanessa Cook & Stuart Shepherd The Art Director’s role is to brainstorm and come up with ideas. Often working in conjunction with a Creative Director or copywriter, Vanessa and Stuart will develop and design creative executions for advertising campaigns or design briefs. Vanessa and Stuart have a clear understanding of how the sales and marketing functions of an advertising campaign operate through a framework of visual communication and theories of visual context.
Senior Art Director & Creative Stuart Shepherd Over the years Stuart has worked at prominent agencies such as DGW, Grey Worldwide and Reality Group amongst others. He has produced highly regarded work for a wide variety of clients including; TAC, Jack Daniels, Dennis Family Homes, Cadbury, RMIT, Sony, Porsche, Canon, Origin Energy and HP. Stuart has worked across all mediums including TV, radio, press, outdoor, online, viral, ambient, packaging, design and brand consultation. He has won both national and international awards for his design and advertising work and truly understands the importance of clear concise communications. He prides himself on being able to connect with consumers using very real human insights and truths. Stuart holds a Degree in Design/Multi-Media with Honors and a Masters in Communications and Advertising.
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Redhanded Team.
Creative Team.
Digital Producer Lisa Andrews
Finished Artist & Senior Designer Fernando Tan
Designing and implementing all aspects of digital and multimedia production, primarily in the online environment, but also for crossover to print, television and mobile devices. • Lisa’s strength lies in having both a graphics and IT background, allowing a seamless development for the project, and the ability to cross over multiple platforms. • Web design and construction from layout to online deployment, including front and back end development. • CMS (Content Management System) Development • Database Development using SQL • Website Development using hardcoded HTML, CSS, XHTML, XSLT, PHP and Javascript • Electronically Distributed Mail including Mailing List construction and maintenance • SEO, Google Analytics, Site Tagging, Tracking, and Security • Microsites, Flash Interactive Sites, Landing Pages, Web Video Streaming, Online Animated Banners • Animation for web, television and video, including interactive flash applications and basic online game development for various platforms using AS2, AS3 and Javascript • Video Production and Editing allowing transitions from live to animated footage, as well as basic matte painting and special effects.
Fernando joins us after 3 years at Metricon Homes where he was their lead in house designer. Fernando has the skills to convert rough designs or drawings prepared by graphic designers into formal artwork, ready for reproduction onto different materials. He is able to translate ideas from layout ‘roughs’ into an acceptable commercial image, operate cameras and photographic equipment to produce prints for graphic art reproduction and use computer-generated graphic techniques such as drawing and typography to produce art work. Finished Artist & Designer Tim Jackson Tim has the skills to convert rough designs or drawings prepared by graphic designers into formal artwork, ready for reproduction onto different materials. He is able to translate ideas from layout ‘roughs’ into an acceptable commercial image, operate cameras and photographic equipment to produce prints for graphic art reproduction and use computer-generated graphic techniques such as drawing and typography to produce art work.
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Redhanded Team.
Creative Team / Financial Services.
Design and Video Production and Studio Manager Mike Gale
Financial Controller Alicia McRae
A committed team player who is relentless in getting the job done, Mike has an Associate Diploma of Applied Art and has been trained extensively in using the latest versions of all our software programs including the full Adobe Creative Suite and Final Cut Pro. Mike’s impressive depth of knowledge has been accrued over 15 years in production, pre-press areas, computer system administration, studio management and and has a passion for new technologies and systems.
Alicia joined Redhanded in 2009 as our Financial Controller. She holds a Bachelor of Commerce degree from Deakin University; majoring in Accounting and Commercial Law and has also studied Psychology. Alicia’s main responsibilities are Accounts Payable and Receivable and Payroll. She is also responsible for lodging our regulatory IAS, BAS + Superannuation obligations.
Mike has the skills to combine text and graphics and communicate an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. He is adept at taking briefs and have client liaison experience. He has developed problem solving abilities to a degree where each design project is not seen in isolation. But rather, he are also able to look at the ‘bigger picture’ in a creative or advertising campaign.
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Redhanded Team.
What we do.
Strategy Integrated Brand Management Channel Planning Internal Communications B2B Marketing CRM / Loyalty Marketing Qualitative Research Concept Testing Sales Promotion Retail Communication Total brand experience Franchise Strategy Creative Advertising – Press, TV, Radio, Outdoor etc. Creative Concepts Brand Design Communications Planning Packaging Marketing Collateral Design/Print B2B Co-Branding Personalized DM Trade Displays/POS Corporate ID
Reports Invitations Flyers Training Manuals Booklets/Brochures Online Digital Services Website Design Online Advertising Viral Marketing Email Marketing Rich Media Production Multimedia/Interactive Marketing Online Training Search Engine Optimisation/Marketing Permission Marketing Media Publishing (Print & Online) Media Strategy Strategic Media Buying Broadcast Production Branded Media Content Viral Media Strategy
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We inspire and are proud in all we do, building a legacy as a positive voice for Rural & Regional Australia; we are the “go to� influencers when communicating with Rural & Regional Australia, discovering, creating and redefining powerful new relationships, identities, possibilities and brands; we value being relevant and we honour the integrity, honesty, hard-work ethic and spirit, that’s the Australian way in the country; we expect that just as we challenge clients, they challenge us in a refreshing, energising working relationship; we are a team of value-driven creative thinkers and we are active in nurturing talent.
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