Ivan Levacic Campaign Case Studies

Campaign / Project Type

Cross-channel Consumer Brand Promotion

SITUATION
Sensis, the owners of the Yellow Pages brand, were seeking an activity to engage their customers and to encourage cross platform use of their Yellow Pages directory products in order to: Draw users to newly developed content at front of YELLOW PAGES Metro Directories around Australia Encourage use of www.yellowpages.com.au

TASK
I led a team in the development of a campaign called Get To It & WIN, which asked users to gather clues by searching for products and services online and in the Yellow Pages print directories. After finding the required number of clues, users could enter the prize draw. Unlike most consumer promotions which are episodic and short-lived, the strategy for Get To It & WIN was to offer a new prize incentive every month for 10 months which is the effective life of the print directory before it is replaced each year. The promotion was designed to communicate a simple central message - whatever youre looking for, you can get to it with Yellow Pages - and reinforced that message with ongoing incentives to use Yellow Pages online and print products.

MY ACTIONS
Devised concept and strategy Led pre-campaign client pitch and presentations Briefed and managed creative execution Led campaign implementation team over the course of the ongoing promotion Managed client liaison, reporting and post campaign analysis processes

RESULT
Recruited 10 corporate promotional partners Secured $197,000 worth of prizes at no dollar cost to client Received 120,000 entries (52,000 unique email entries) 498,000 page impressions www.yellowpages.com.au promo page Radio campaign achieved 18.2% reach = 347,000 people 25-54 Generated unique database of 11,000 70% awareness of the promotion surveyed during campaign

Get To It & Win

An integrated consumer brand promotion spanning Yellow Pages print and online products.

Sensis Yellow Pages Brand

CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Publications & Content Development

SITUATION
Sensis directory products including Yellow Pages and White Pages embrace a unique market dynamic in that they need to cater for 2 distinct and interrelated client stakeholders consumers who use the directories to search for goods and services, and the SME and major advertisers who advertise in the directories and who are the source of most of the revenue they generate.

TASK
This brief was to produce internal sales collateral series of 96 separate 4 page category publications, which profiled advertiser segments and distilled usage and reach data into selling stories for the directories sales force.

MY ACTIONS
As agency Account Director responsible for the Sensis client business and major Sensis projects, in addition to client liaison I was responsible for: Developing Information design and copy templates Series publication design development and creative briefing Copywriting, editorial management and approvals Graph & Chart generation from spreadsheet data Layout and pre-press production Print management and national distribution

RESULT
A successful rollout to the Sensis sales force, of a suite of information-rich selling tools to support advertising campaigns for their Yellow Pages, White Pages, Whereis and CitySearch brands.

Sensis SME Collateral Internal & External

Complex and process driven content development and publications management

Sensis
CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Publications & Content Development

SITUATION
Based on previous experience in educational publishing and publications projects I had delivered in communications agaencies for clients such as Sensis brands, I (under my Recapture entity) was given the opportunity to tender for a contract to project manage the outsourced publication of books for the retail trade.

TASK
Contracted by Lonely Planet Publications to produce from raw manuscript to finished book, a series of 14 heavily illustrated and technically complex travel guides over an 18-month period.

MY ACTIONS
Developed, adapted and implemented communications, workflow, reporting and quality assurance processes, editorial procedures, individual title and project budgets and a web-based collaborative project portal

Recruited and managed full time and contract project team members in Australia and offshore across several time zones including 17 authors, 13 editors and proof readers and 11 designers Oversaw brand and quality control, and compliance with a range of Lonely Planet technical, cartographic, editorial and production standards and styles

RESULT
At the conclusion of the project, the teams and processes I had assembled and managed successfully produced 4000 pages of published content in titles under Lonely Planets Healthy Travel and Activity Guides series.

Lonely Planet Activity & Healthy Travel Guides

Complex and process driven content development and publications management

Lonely Planet Publications

CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Media Campaign Management

SITUATION
The Seasonal Streamflow Forecast product is a highly technical water forecasting information product underpinned by research and development by CSIRO and the Bureau of Meteorology , which required a media execution to be implemented as part of its overall service-launch communications plan.

TASK
I was asked to manage the media execution for the pre, during and post product launch phases of this activity. Managing this implementation involved planning, preparing and activating strategic and tactical elements to coincide with the launch of the product to media, government and industry stakeholders in Canberra.

MY ACTIONS
Developed editorial direction linking the technical nature of the product to a broad public interest in the ability of water and catchment authorities to better predict flooding and water availability Developed a media contact plan & media invitations to launch Produced media alert, media release and product information material Distributed material to the media contact list and partner stakeholders Liaised with CSIRO and stakeholder communications and media staff Prepared and briefed media spokespeople Managed and monitored media & interviews at and after the Canberra launch

RESULT
The implementation of the media communications plan I formulated and the product launch was successful with a strong media presence at the Canberra event, numerous interview requests, nationally syndicated television, press, radio and Internet coverage and strong stakeholder endorsement.
Seasonal Streamflow Forecast Product Launch / Media Management

Developing public & media freindly content for a technical product and manageing the media launch for the service

Bureau of Meteorology Climate & Water Division

CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Issues Management / Media Management / Internal Communications

SITUATION
The summer of 2010 / 2011 saw the Eastern seaboard of Australia experience cyclones and the worst flooding in generations. The Bureau of Meteorology played a key role in forecasting and warning operations around these events and efforts at disaster mitigation during this period. In the aftermath of widespread and devastating flooding, the Queensland Government announced the Queensland Floods Commission of Enquiry to examine the roles and responses of private and government agencies involved in managing and responding to the events. The Bureau of Meteorology was asked to provide information to the Commission on its operations and responses, and was asked to appear before the Commission in Brisbane. The Bureaus National Media Relations Advisor role was vacant at this time and I was seconded from the Corporate Communications unit to fill the position in relation to the Commission of Inquiry project. As Media Advisor over this process I was the primary contact for all media relations issues internally, for all local, regional and national media enquiries and sat on the Bureau Executives Post Event Management Team, which was responsible for the Bureaus overall response to the Inquiry process.

TASK

MY ACTIONS
Developed, drafted and disseminated internal protocols around media and issues management for the event Wrote media releases, statements, and talking points Managed all media enquiries and media information requests related to the Bureaus performance and response to the flood events and its participation in the 2011 Queensland Floods Commission of Inquiry. Assisted in the management of information and FOI requests and enquiries from community, media and stakeholders. Travellied to Brisbane to attend Commission of Inquiry hearings, monitor media activity and interest at the hearings, and worked with Bureau staff involved in appearing at the Inquiry

RESULT

Over the course of my management of this project, the value of the processes, reporting and advice I provided was acknowledged on numerous occasions by various levels of management and the Bureau was able navigate the Inquiry process with a generally balanced treatment in the media and no significant adverse coverage.
Bureau of Meteorology Queensland Floods Commission of Inquiry Issues and Media Management

External media management and monitoring, internal communications and reporting on the issue and internal and external stakeholder liaison.

Bureau of Meteorology Corporate Communications / Executive Branch

CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Internal Communications / Change & Transformation

SITUATION
In the lead up to the planning for and participation in a major international currency conference in Washington DC and industry symposium in Ottawa, the Marketing and Communications Department of Securency International - developers of the worlds first polymer banknote substrate - required senior communications program and project support to achieve its overseas mission objectives while also maintaining its internal communications program schedule.

SPECIMEN: EDITION 2, 2012 SPECIMEN EXCLUSIVE

We deliberately spent a long time in

the research phase of this new note series

program in order to do a full sweep of the technologies for banknotes that were

currently available

Gerry Gaetz, Chief of Currency Department at Bank of Canada

TASK
To deliver publishing and collateral projects to support the Conference and Symposium activities and to lead and manage all internal and change program communications activities.

(BOC) has been actively involved in the last two changes of the Canadian banknote series. Gerry shares with us what has been learnt, the decision making process and outcomes from this multifaceted project.

MY ACTIONS
Published first edition of Specimen Securencys external stakeholder magazine Wrote, produced and published One!News - Securencys monthly internal HTML magazine Led communications planning and implementation for Asset Protection a continuing program of internal change and transformation initiatives. Provided strategic, planning and implementation support and advice for brand roll out of Guardian - Securencys primary product brand.

RESULT
In addition to being a key contributor to the implementation of Securencys special event program prior to and during the events, while the Departments staff were overseas, I was able to successfully maintain the continuity and outputs of the internal communication program and to deliver a proactive communications service to the business.
Securency International

Internal communications program management, change communications, journalism and publishing, Brand and strategy and communications planning.

Securency International
CLIENT

Ivan Levacic - Campaign Case Study

Campaign / Project Type

Internal Communications / Change & Transformation
HEALTH, SAFETY, ENVIRONMENT & COMMUNITY TARGETS SCORECARD NOVEMBER 2012
The business scorecard outlines performance against our Health, Safety, Environment & Quality objectives
SAFETY
NO INJURIES EVER
Target
Reduction in the Total Work Injury Frequency rate (TWIFR) from all sites

ENVIRONMENT
ZERO HARM
Target Date Target Trend* Commentary Target Date
End 2012

PRODUCT QUALITY
WORLD LEADER
Target Trend* Commentary
Month budgeted product output SECAUS: 12000

MANAGEMENT SYSTEMS
BEST PRACTICE
Target Date Target Trend* Commentary
Month number of WorkSafe Legislation breaches: 0 Month number of RBA Site breaches: 0 Management system audited during October 2012 & found to be compliant. Next compliance audit scheduled for February 2013

Trend*

Commentary
YTD TWIFR 59.3

Target Date
End 2012

10
9

End 2012

YTD TWIFR SECAUS: 132.9 YTD TWIFR SECMEX: 13.9 ) Month 0 MTIs @ SECAUS

Zero significant incidents that impact the environment Reduce electricity consumptions by 10% based on 2011 figures. Monthly target <500 Kw or 0.180 Kw per linear metre (SECAUS)

Month: 0

End 2012

Compliance to WorkSafe legislation

End 2012

Production output reams

Month: 0.18 Kw per linear metre YTD: Average 563 Kw per month ups Financial year July 1 2012 to June 30 2013 is per monthly budget (Record output only

SITUATION
In the lead up to the planning for and participation in a major international currency conference in Washington DC and industry symposium in Ottawa, the Marketing and Communications Department of Securency International - developers of the worlds first polymer banknote substrate - required senior communications program and project support to achieve its overseas mission objectives while also maintaining its internal communications program schedule.

Month actual product output SECAUS: 15552 Month budgeted product output SECMEX: 6500 Month actual product output SECMEX:14418 Month budgeted product spoilage SECAUS: 9.3

Compliance to RBA lease

agreement conditions ISO Maintain Accreditations for Quality, Environment & Safety to lodge SECAUS the National End 2012 Pollutant Inventory report to the EPA by 30 September 2012 (SECAUS) to Compliance conditions of End 2012 the Securency Australia Site Discharge Licence (SECAUS

End 2012

Medical Zero Treatment Injuries

YTD 2 MTIs @ SECAUS Month 0 MTIs @ SECMEX YTD 0 MTIs @ SECMEX Month 0 LTIs @ SECAUS YTD 3 LTIs @ SECAUS Month 0 LTIs @ SECMEX YTD 2 LTIs @ SECMEX Month 1 FAI @ SECAUS Stores operator knocked right foot against a yellow post whilst moving boxes past the Line 2 Counting area YTD 27 FAI @ SECAUS Month 0 FAI @ SECMEX YTD 2 FAI @ SECMEX

October 2012

OCTOBER 2012: STAFF IMPACT LEVEL

H IG H
10
9

Sludge Reclaimed (waste ink); Target 1000kgs of reclaim per month.

Month kg of reclaimed sludge: 0 FinYTD actual kg of reclaimed sludge: 0 FinYTD target kg of reclaimed sludge: 5000 Month kg of sludge: 7800 FinYTD actual kg of sludge 46400 FinYTD target kg of sludge 43650

Zero Lost Time Injuries

End 2012

Financial year July 1 2012 to June 30 2013

is as Spoilage per monthly budget (Record spoilage only)

Month actual product spoilage SECAUS: ?? Month budgeted product spoilage SECMEX: 9.5 Month actual product spoilage SECMEX: ??

The NPI report has been submitted

30 Sept 2012

10
9

8 7 6 5 4 3

8 7 6 5 4 3

Zero First Aid Injuries

M E DIU M

7 6 5 4 3

End 2012

Reduce Sludge (waste ink) amounts by 10% based on 2011 financial year figures. Monthly target of < 8730kgs (SECAUS)

Financial year July 1 2012 to June 30 2013

Spoilage is as per yearly budget (Record spoilage only) the Reduce number of

Year to date SECAUS: Target 9.1% V Actual ??% SECMEX: Target 12.00% V Actual ??% Month number of Customer Complaints: 10 YTD number of Customer Complaints: 74 Customer Complaints completed in 30 days SECINT: 100% 5 out of 5

Month number of EPA Site Licence breaches: 0

End 2012

Reduce prescribed
waste costs by 10% based on 2011 financial year figures. Monthly target of < $11,250 (SECAUS the Reduce 31mt bin pick up amounts by 50% based on 2011 financial year figures. Monthly target of 1 (SECAUS). Reduce the 4.5mt bin pick up amounts by 10% based on 2011 financial year figures. Monthly target of 10 (SECAUS)..

Month prescribed waste cost: $12,567 FinYTD actual prescribed waste cost: $60,786 FinYTD target prescribed waste cost: $56,250 Month number of 31mt bins: 3 FinYTD actual number of 31mt bins: 8 FinYTD target number of 31mt bins: 5

Number of TRACITs overdue End 2012 TRACITs Zero overdue SECAUS: 6: Finance 3, Environmental 1, HR 2 Number of TRACITs overdue SECMEX: 0 End 2012

Financial year July 1 2012 to June 30 2013

Customer Complaints from 2011figures by 30%; target is < 60 complaints

TASK
To deliver publishing and collateral projects to support the Conference and Symposium activities and to lead and manage all internal and change program communications activities.

LOW

2 1

2 1

2 1

Financial year July 1 2012 to June 30 2013

of Customer % Complaint s completed within 30 days from the raised date

Customer Complaints completed in 30 days SECAUS: 72% 21 out of 29 Customer Complaints completed in 30 days SECMEX: 97.4% 37 out of 38 Number of Product returns SECAUS: 153 Number of Product returns SECMEX: 60 Repeat Customer Complaints SECMEX Print spots, BNR print: Repeat Customer Complaints SECAUS: Foil register:

End 2012

Month number of 4.5mt bins: 12 FinYTD actual number of 4.5mt bins: 65 FinYTD target number of 4.5mt bins: 50

Overall performance against target:

Cabling

AUSTRALIA

To help maximise the performance of our information and systems technology function, IT is upgrading the integrity of the cable network. Expect some disruption throughout the ofce and main production building. To account for every sheet of product, dedicated Product Security Ofcers (PSOs) are now working with Production teams, with the process ofcially embedded during the month.

Product Reconciliation

MEXICO

To account for every sheet of product, dedicated Product Security Ofcers (PSOs) are being organized for the OptiNota process. Substrate manufacturing reconciliation is to follow.

Document Classication

REMOTE

Financial year July 1 2012 to June 30 2013

product Zero returns from Customers

End 2012

To establish clear benchmarks, 25-50% of staff will be asked to spend 30 minutes to help create examples of documents that represent different classication levels.

Product Reconciliation

Secure Warehouse

Personnel Security Clearances

Zero repeat product quality issues after the corrective action processes were implemented

End 2012

Personnel Security Clearances

Target Exceeded Target Achieved Target Not Achieved

On Track Off Track

Construction on the new Secure Warehouse is well underway. This is an important improvement to the secure storage of our security products. To establish clear benchmarks, 25-50% of staff will be asked to spend 30 minutes to help create examples of documents that represent different classication levels. Managers in selected business units will prepare for and participate in a workshop that identies optimal response plans to potential disruptions that ensure the continued operation of our business.

Document Classication

Document Classication

Security Clearance Process

To establish clear benchmarks, 25-50% of staff will be asked to spend 30 minutes to help create examples of documents that represent different classication levels. To improve the security of client and company IP and to create improved working synergies, 11 staff will be moving to new ofce locations. Managers in selected business units will prepare for and participate in a workshop that identies optimal response plans to potential disruptions that ensure the continued operation of our business.

Security Clearance Process

Vetting Agency Requests Supplimentary info
incomplete

Staff Relocation

Business Continuity

Business Continuity

MY ACTIONS
Published first edition of Specimen Securencys external stakeholder magazine Wrote, produced and published One!News - Securencys monthly internal HTML magazine Led communications planning and implementation for Asset Protection a continuing program of internal change and transformation initiatives. Provided strategic, planning and implementation support and advice for brand roll out of Guardian - Securencys primary product brand.

Todays Briefing

5 days

You Complete & Return Consent Form to Group Security Manager

5 - 7 days

You Receive Clearance Pack from Vetting Agency

14 days

You Complete Clearance Pack (Including Supporting Docs Signed & Witnessed

You Return Clearance Pack & Supporting Docs to Vetting Agency

complete

Vetting Agency Reviews Clearance Pack 28 - 42 days & Makes Recommendation

Group Security Manager Makes Final Decision

0 - 5 days

You Are Notified of Clearance Outcome

within 70 days

Strengthening Organisations

RESULT
In addition to being a key contributor to the implementation of Securencys special event program prior to and during the events, while the Departments staff were overseas, I was able to successfully maintain the continuity and outputs of the internal communication program and to deliver a proactive communications service to the business.

Personnel Security Clearances Reference Guide

6

Securency International joins many Australian and international organisations in launching a policy of Personnel Security Clearances.

Personnel S ecurit y Clearances provide organisations working in industries of high security or political and commercial sensitivity, with comfort that their assets are not exposed to loss or fraud. Clearan ce s p rovide cus tom ers an d key stakeholders with assurance that the people they are dealing with hold integrity, honesty and protection of the sensitive assets as a fundamental value.

MEXICO

CANADIAN BANK NOTE COMPANY LIMITED

CBNCO

Securency International

Internal communications program management, change communications, journalism and publishing, Brand and strategy and communications planning.

Securency International
CLIENT

Ivan Levacic - Campaign Case Study