Hands-on, heartfelt business, marketing and communications

Case studies

Case study: NCS Holdings Ltd – Repositioning the business starts with culture and leadership

The work achieved for Papua New Guinea Landowner company NCS by Zulu Communications is a career highlight for Sue Liu. On commencing with the company in June 2008, she was not to know that this would be the beginning of an intense journey to reposition and rebrand the company, achieving unprecedented recognition and success for consolidating and raising the profile of a proud and powerful brand. During the initial audit and evaluation conducted for NCS, one of the key strategic goals identified was to position NCS as a leader in the industry to enable the company to be a contender for multi million dollar contracts in catering and services management of LNG projects in PNG.

With its existing brand, NCS would be battling the perception and seed of doubt sown by international competitors that PNG owned companies were not capable or professional enough to bid for such significant work. Sue discovered that in fact, NCS were indeed already leading the industry in PNG with service provision to the key mining developers and government institutions. The organisation’s brand, and internal and external communications were in need of a major overhaul, as well as redefining the key messages and methods of communication.

Sue’s goal was to reflect back to the key stakeholders of the company, its people and communities, the nature and scope of their daily work and how truly successful they ARE at “Meeting the Challenge – Every Day” – in servicing the needs of their customers. This created a great sense of ownership, pride and celebration in the company within its own ranks- and the development of an authentic recognition and respect for the achievements of one of PNG’s most successful landowner companies.

Case study: The Alliance Group – the jewel in the crown for the PNG LNG pipeline

The company is a partnership or alliance between NCS Holdings Limited and GCC Services – to provide Catering and services to LNG projects in Papua New Guinea. Before the company was a formally established entity, Sue was involved with the formation of the business partnership on behalf of her client NCS – who was seeking to form an alliance with a Kuwait based GCC Services – to tender for the multiple large scale projects in PNG – specifically LNG projects.

Sue worked as part of the team of 5 to lead the all critical strategic positioning and marketing of the new entity – under intense pressure and exceptionally short time frames.

The ultimate success for The Alliance Group is the winning the major contract for the LNG Project with Chiyoda – for Exxon Mobil. The company was formally established in October 2009.

Sue continued to drive and deliver the brand and communications for a further 2 years after securing the contract.

Case Study: Accelerated Healing -The importance of the ICON to the individual

When we commenced work – we started with a broad communications and marketing plan to ensure that everything we produced was well considered and appropriate. She was aiming to adopted a variety of community based marketing activities to build up awareness of her new brand and services.

Lydia had notions of design elements that were of significance to her- she just didn’t know how to express it -to create a brief for the designer. She was very sure about what she wanted – but NOT UNTIL she saw it in front of her!!

In the planning process we had identified requirements for applying the logo that had to be considered – and I was the project manager working on Lydia’s behalf with the designer – taking the AGONY out of that communication process for both parties.

We also worked quite intensely on Lydia’s copy writing – to structure and her services and offerings – and to ensure that the terminology and concepts we developed to describe her work appropriate to her marketing and consistently applied to her other marketing materials.

Case Study: Aspire Australia -A new identity to INSPIRE those who Aspire to live in Australia

Sarah Gillis is a lawyer who specialises in Visa and Migration services. Sarah had been trading under her own name and felt that after 5 years in business, it was time to develop an identity for her business that could be more powerful and communicative to her target market.

Our process included the very important notion of renaming the business appropriately and developing a logo and identity that would be clean, clear and energised without being cliched.

Case Study: Integral Security Management – More than just alarms – the re brand of The Alarm Factory

For over 20 years Bankstown based security company, The Alarm Factory had developed a recognisable and respected brand. In 2002, CEO David East decided to take advantage of moving to a new premises to redevelop the identity of his business.

We started this process with an Audit, Evaluation and Recommendations process – to take stock of the company’s history, business development goals and to develop a strategy to rebrand the business and to communicate this change to his loyal customers.

A critical aspect of the strategy was to ensure that the new business name captured the scope of services provided by the company and to enable expansion and introduction of new services in the future. We came up with the name INTEGRAL SECURITY MANAGEMENT or ISM, and a fresh colour scheme that maintained its solid foundations by keeping close to “Alarm Factory blue”

We were given a short time frame of 2 months to develop the strategy and design the new logo and to work within ISM’s administration structure to ensure that signage, stationery and other key marketing communications resources could be introduced seamlessly into the company’s relocation plans and existing administration systems.

Case Study: Jill Henderson – How do I structure and explain what I do?

Jill Henderson had completed a number of renovations and was focused on developing a business concept that would combine her experience and knowledge of managing residential renovations.

One of the biggest challenges Jill had was translating her notions for her business idea and services into WORD – and produce a flyer that would communicate her service offering to potential clients.

After a brief discussion about the concept for her business, which led to further issues about how to run the business as a consultancy, Zulu wrote and designed an A5 flyer – which as been a success for Jill as she begins to promote her new business and services.

Case study: Mercy Foundation – A helping hand to modernise and refresh

Originally I was asked to work with the wonderful people at the Mercy Foundation as in addition to my brand management responsibilities with St Vincents & Mater Health Sydney.

The Mercy Foundation asked me to write and redesign a series of leaflets – and start to develop a brand identity that was appropriate to their supporter base and that would help them appeal to a wider market.

They really needed modernisation – and professional help to keep develop a style and maintain consistency.

We have over the years, redeveloped their business resources such as stationery and also – the big undertaking of redeveloping and redesigning their Mercy Foundation website.

Working with the Executive team over a period of 3 months, I restructured, rewrote, redesigned and managed the production of the Mercy Foundation’s clean, fresh, colourful and professional website.


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