Online Media Agency

Freestyle Media had grown significantly since it was established in 2001 but needed further work on credibility building and improved brand awareness within the media. Freestyle Media is an online media agency specialising in driving traffic to websites and converting online customers into purchasers of products and services.

By using Fred Schebesta’s win as ADMA Young Direct Marketer of the Year as the launch pad, CPC implemented a PR strategy initially focusing on the marketing and business media. A media release was distributed on his win, and then CPC developed a series of editorials and commentary on the industry. Key journalists and publications were targeted and the editorials were pitched into the publications.

Speaker profile
To improve his credibility and position Fred as an online marketing expert, CPC developed a speaker’s profile and pitched him to business networks and industry associations to speak about the secrets of online marketing. As an experienced blogger, CPC also pitched Fred in that capacity.

Within days CPC had achieved media coverage in several industry publications, including B&T and AdNews. Feature case studies have been covered in Marketing Magazine and Fred now has individual blogs on news.com.au and www.SmartCompany.com.au

Extensive speaking engagements have firmly positioned him as an expert in online marketing and he has spoken at CeBit, Terrapin, IIR, Search Summit, Ad:tech, to name a few. He is regularly asked to provide industry comment from marketing journalists.

Fred Schebesta said, “Catriona is a trumpeting swan! Elegant at promoting your business to the people who make an impact to your bottom line. Before Catriona worked with our PR we had zero profile and now we are on the journey to high profile.”

Media coverage has included:

Management Today (PDF 180k)
B&T (PDF 611k)
Marketing Magazine (PDF 482k)

Aged Care Group

CP Communications manages a wide range of communications projects for Columbia, including respite care and low care promotional campaigns, and copywriting various brochures, websites, advertising and blogging.

Columbia Aged Care Services is a private aged care group, offering residential aged care facilities across Sydney. As part of Columbia’s PR strategy, CP Communications created a blog to increase their ranking in Google and act as a tool to educate people seeking information on Aged Care issues.

Online PR
The Online PR strategy raised Columbia’s profile and credibility significantly in online and print forms. The effectiveness of the blog as a marketing tool quickly became evident with strong links developing between the blog and print advertising. CP Communications noted that the hits on the Columbia blog increased on the days that an ad appeared in publications such as the Northside.

The blog was developed with the aim of education as well as sharing the Columbia story by creating an online community for Columbia. Within three months the blog hits out ranked the website hits and was also a significant source of candidate attraction.

Media launch
CP Communications also managed the communication aspect of the closure and relaunch of the Willowood Centre. CEO Anne Tucker said the closure of Willowood was “obviously a very sensitive project and Catriona handled all of the media and communications with skill, sensitivity and professionalism”.

CP Communications was responsible for the launch of the new Willowood Centre by local Federal Member The Hon Dr Brendan Nelson MP. This included inviting industry and local media, developing a video of the rebuild, speeches and briefing Dr Nelson. In addition to the launch, CPC developed media angles for the sustainable aspect of the building.

The Willowood Campaign was covered in every industry publication, including InSite, Hospital Healthcare, AgedCare Australia, www.EnvironmentalManagementNews.net and both the Sydney Weekly and North Shore Times.

Advertising
CP Communications is responsible for all of Columbia’s advertising, both creative, design and booking. The advertising campaign has resulted in a full occupancy of the Willowood Centre, and increasing the enquiry rates for all other centres. A successful Google adwords campaign was also implemented.

Ethnic campaign
To attract residents from different cultures, CP Communications created a marketing campaign that included advertising in Chinese and Portugese newspapers, Chinese radio and cultural open days. Brochures and postards were translated and distributed to community centres and clubs.

“CP Communications is increasing our profile within the community through creative and original strategies. They have strong organisational skills, vision and is always on the ball. Their dedication to perfection is absolute and. I cannot recommend Catriona and CP Communications highly enough,” Anne Tucker, CEO, Columbia Aged Care

Media coverage and advertising has included:

Aged Care Australia (PDF 291k)
Willowood Centre print ad (PDF 1,614k)

Human Resources Consultancy

Odin engaged with CP Communications to help build their credibility in the human resources industry and also with potential clients.

CP Communications developed a strategic PR plan to raise Odin’s profile and position them as experts in specialist areas including executive coaching, outsourced HR services and mentoring specifically for small to mid size companies.

With offices in Sydney, Brisbane and Melbourne Odin Consulting is one of Australia’s leading players in the emerging field of Outsourced Human Resource Services. They specifically work with small to mid size companies to assist them to improve their business performance through the utilisation of their people.

To achieve this, CP Communications strategically pitched Managing Partner, Don Holley to speak at numerous industry conferences and events including the How to Win Tenders Conference. As a result Don was able to share his expert knowledge with a number of potential clients while raising Odin’s credibility in the industry.

CP Communications also developed numerous articles to pitch to targeted publications offering Odin’s comment on a number of current HR issues. Coverage was received in The Age and The Sydney Morning Herald Enterprise Blog, Sydney Morning Herald and Sky Business News.

“You were quick to grasp our points of difference and as a consequence have been able to get coverage for our business, to our target demographic very quickly.” Don Holley, Managing Partner NSW, Odin Management Consulting

Media coverage has included:

 The Age (PDF 284k)
 Sydney Morning Herald (PDF 709 k)

Recruitment Company

Constructive Recruitment turned to CP Communications to raise brand awareness in their key industry sectors specifically in the resources, construction and engineering sectors.

Constructive Recruitment is a specialist in recruiting for the construction, engineering and resources sectors throughout Australia and overseas. They have offices in Sydney, Brisbane and Perth providing employers and jobseekers with strategic industry advice and specialist recruitment services.

CPC devised a strategic PR plan to raise Constructive Recruitment’s profile in to ensure that they were recognised as the leading recruitment agency in the resources sector.

CPC developed a number of articles to position Constructive Recruitment as an industry expert in their targeted sectors. These articles were written on topics such as “How to retain staff”, “How to recruit like an expert” and “How to chose the right recruitment agency”.

As a result, Constructive Recruitment has been interviewed by major Australian publications including the The Australian Financial Review, The Age and The Sydney Morning Herald offering their expert comment.

CPC raised Constructive Recruitments profile nationally, specifically in Western Australia and Queensland obtaining coverage in The Australian Financial Review, REIQ Journal, Australian Mining Review, Mining Chronicle, Queensland Business Review, Track and Signal and Property Australia.

The media coverage included:

 QLD Real Estate Journal (PDF 1,297k)
 Australian Mining Review (PDF 177 k)

Digital Advertising Agency

Prime Digital Media turned to CP Communications to raise their brand awareness and profile among media buying and planning agencies both nationally and internationally.

CP Communications developed a strategic PR plan to position PDM as Australia’s leading out-of-home digital media company.

PDM is Australia’s leading provider of out-of-home digital (OOHD) media and control Australia’s largest, centrally managed out-of-home digital network.

Media buying and planning agencies were still being educated on out-of-home digital media; CP Communications used this opportunity to develop a number of case studies and articles to educate the industry and position PDM as the expert.

CP Communications also distributed numerous media releases on PDM projects, including their work with Telstra and their environmental initiatives. These media releases received coverage in publications such as B&T and AdNews and OOHD publications.

CP Communications has achieved extensive national and international media coverage for PDM in Marketing Magazine, AdNews, B&T, Media Week, Digital Media, Digital Signage Universe, Daily Out of Home , Current and AKA TV.

This coverage has significantly raised brand awareness within busines community and specifically with media buying and planning agencies.

“Working with Catriona and her team at CP Communications has proven rewarding and insightful. Catriona delivers on her word - her ‘can-do’ attitude has resulted in us starting to gain real traction within our target markets,” Angela Byrnes, PDM Communications Director

Film Festival

CP Communications was engaged to significantly raise the profile of Starlight Cinema on the North Shore and with major metros in the entertainment sections. Jill Keyte, Managing Director of High As A Keyte, “engaged CP Communications to promote the ‘jewel in its crown’ of annual events, Starlight Cinema, because we were looking for a PR company with a different approach”.

Starlight Cinema is the biggest and best outdoor cinema for those living and working on Sydney’s North Shore (and those brave enough to cross the Sydney Harbour Bridge)! It runs over the summer months in Pittwater and North Sydney.

Strategic PR
Using media releases as the medium to distribute information and engage journalists’ interest, CPC wrote and distributed 10 releases over the season. Topics ranged from a family theme targeting family and parenting journalists and publications, to music publications with bands at Surf on the Turf, activities for Australia Day and entertainment writers were contacted for the launch of both seasons.

Massive media coverage was achieved with over 25 print articles covering the Cinema, and over 45 online articles/mentions. “We liked Catriona’s enthusiasm for Starlight Cinema, her ideas and persistent drive to attract publicity, she provided excellent service,” Ms Keyte said.

Online PR and marketing
In addition to traditional media, CPC also devised a strategy to target people not on the Starlight Cinema mailing list, by offering giveaways via enewsletters distributed to thousands of people. An online campaign was also run targeting online entertainment sites and blogs.

Inner West Courier (PDF 222k)
Sun Herald  (PDF 112k)