Career Highlights
"From personal experience, every challenging and complex business problem is overcome by
integrating the skills, talent and resources of a strong united team."
Following are some of the challenging business problems Narelle collaborated on during her career
that she considers personally rewarding due to their successful outcome.
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CRA - Commercial Radio and Audio (Australia 100 Years). Broadening the media marketing landscape from broadcast radio to total audio listening, CRA combined national broadcast, digital, streaming, DAB+ Radio and the growth of podcasting to monetise Australian listening audiences and support Australia 8 key radio networks. As the leading radio and audio industry body, CRA worked with key stakeholders to evolve the survey data from the age old paper diary rating system to lead media change with the national launch of the new hybrid digital audio ratings system, including launching the new wrist watch recording technology. It is always a great privilege to be involved in leadership category campaigns that create history in the making.
Procore Technologies - No 1 Integration Platform for the Australian Building Industry. What to do when traditional brand and digital strategies aren't resonating - it's time to think outside the square! America's No 1 leadership Integrated Platform Technology arrived in Australia with Procore's objective to launch a 'rapid fire take-over' of the Australian Building and Construction industry. However, the very latest in digital technology was first perceived as an unnecessary business cost and relationship threat, with Australia's building industry leaders long establishing their careers on personal relationships with an aversion to modern 'detached' software platforms. Further road-blocks existed with an unknown 'American' brand and limited local market penetration into Australia's 'closed shop' construction industry. Hence, Procore needed to think differently (or think the same as Australian industry influencer's) to facilitate product demonstrations to break through. A 'people first' communications strategy broke down barriers and spearheaded 'open dialogue'. Procore's 'People First' core strategy targeted key industry problems associated with ‘sustainability’ and ‘health and safety’ policies. Further, we replaced traditional media spends with a different type of 'take-over', borrowing industry trust from the leading industry association groups, via ownership of the premium sponsorship packages with The Property Council, Master Builders Association and WIDAC. Extending Procore's commitment to 'people first' industry relationships, Procore combined 'not to be missed' events and select invites to 'intimate' boardroom luncheons - opening doors to networking across industry, providing for product demonstrations and building brand trust. In addition, we leveraged one to one CRM contacts, packaged special relationship price offers, and combined '5 steps to advocacy' campaigns to deliver on sales pipeline objectives.
NSW Department of Premier and Cabinet - Business evaluation & roll out of the new Health Hospital Project (HHP) and communications campaign. Contracted as a Senior Strategic Advisor to evaluate the NSW State Hospital's business project viability to roll out to metro and regional areas. Engaged to manage government stakeholders and to develop the associated communications campaign roll out. A premium job experience with the career opportunity to bring my unique depth of building and construction industries knowledge and intimate understanding of the Government tendering process. A genuine hybrid role combining my extensive communications expertise as a recognised campaigner of Government policies and pubic notice objectives.
DSC Consultant Engineers - Brand Repositioning (Est. 35 years international building & construction services): Business advisory, re-branding, business development and planning to grow the initial established limited 50 client base to over 2,500 qualified CRM pipelines plus established 'preferred supplier listing' registration for tendering state government hospitals, local councils, universities, international hotels including established a successful PNG office - all on a limited budget but on unlimited creativity, energy and passion. Re-positioned from brand name 'Donnelley Simpson Cleary Engineers (Partners) evolved to 'DSC - Design, Sustainability, Construction'.
National AMP Shopping Centres - Brand Repositioning: Against the real estate and media spending might of key competitor Westfield, the newly created AMP 'Family' campaign repositioning proved to widen appeal with broader market segments - encompassing babies to grandparents - to successfully connect customers with retailers. The proposed broader 'Family' repositioning challenged the then considered 'extremely successfully and inspirational' presenter/model campaign (utilising 'Sophie Faulkner 'as the face of AMP National Centres). In post analysis, the AMP 'Family' and National Centres not only remained both inspirational and fashionable, the sales success also proved that engagement with a broader base of customers and retailers was necessary to extend the relationship beyond high-end beauty and fashion.
The 'Kevin 07' Labor Election Campaign: This federal election campaign is well recognised today for its strategic precision and 'quick to respond' 'implementation against the newly evolving and challenging backdrop of rising social media platforms and the '24 hour news cycle'. Including implementing traditional media placement, the integrated campaign successfully generated a landslide win against a Liberal Government that was not expected to loose.
Australian Tourism Commission: Under immense time pressures and updating of board member decisions - official writer of the formal Marketing and Communications documentation (objectives, plans, strategies,tactics, budgets and timings). The contract included formulating core propositions and writing the creative advertising briefs for the competitive tender pitch to recruit the Advertising Agency for The Sydney Olympics.
Optus launch of Australia's 2nd Local Call network: Challenging management, staff, technicians and agency resources to the limits, a national multi-layered, multi-channeled, integrated communications outcome resulted, extending to the largest single campaign and promotional budget reached in Australia at that time.
Launch of Australian Government's Compulsory Superannuation: Guided by revolving consumer and business research, analysis and developments, generate public awareness and acceptance across all contributing target market and stakeholder groups by educating the premise of 'short term pain for long term gain' for all Australians in retirement - in light of everyday Australian tax-payers struggling to balance their weekly budget.
Old El Paso Mexican Cuisine: Led the competitive International 'Consolidation' Agency pitch for an International campaign re-launch against renowned leading-edge creative competitive agencies in New York, London and Paris - DDB Needham Sydney as the International new business and campaign winner.
Energy Australia Re-naming and Re-branding: The re-naming of 'Sydney Electricity' and re-branding of 'Energy Australia' amidst the uncertainty of the newly deregulated Australian market for the energy supply industry.
Moccona Coffee Re-Launch: Developed the communications briefing core proposition 'For Lovers of Coffee' Campaign 'Is it a Moccona?' - the longest running brand proposition (over 20 plus years) to reverse market leadership shares with rival brand Nestle Gold - Moccona 55% - Nestle 45%.
Lindt Lindor Chocolate Balls: The original launch of the Lindt Lindor Balls onto the Australian market - originally high end priced against entrenched, competitively priced and loved chocolate brands such as Cadbury and Nestle - establishing distribution in supermarkets as well as chocolate speciality stores.
Revlon’s International: Redevelopment of the cutting edge and controversial international campaign ' The Most Beautiful Women' - to adapt the talent and imagery for the Australian market to successfully lead local market share.
Tip Top Bakeries: Against the time clock of key competitors positioned to 'copy' breads, launch and sustain market share of numerous innovative, first to market, new development bread brands to remain as the No. 1 Australian bread innovators and market leaders.
Telecom's 'Mobilenet' network: The educational launch of Telecom's original 'new visionary' mobile phone 'honeycomb' network and the launch of the very first 3 X Mobile Phones ('brick phones') onto the Australian market - considered by most 'non-consumers' as an 'unaffordable' and 'unnecessary' luxury - designed for the self-indulgent and the elite income earners of the time.