Our Results - Case Studies

At Balfour Consulting Pty Ltd we are totally focused on:

• Tailored solutions - not "one size fits all"
• Results that are tangible
• Results that are measurable
• Results that can be easily understood and easily implemented
• Results that are both what the client wants and what the client needs
• The satisfaction that comes from over-achieving for our clients

For further information about our work, projects and clients, please contact us any time.

Case Study 1:

Australian Technical College NQ - Business Planning

The Problem

A consortium of North Queensland businesses and other organisations, led by Thuringowa City Council and the Townsville Chamber of Commerce, needed a Request for Proposal for selection by the Federal Government to establish and operate an Australian Technical College in Townsville. Following selection of the consortium, a full business plan had to be developed to meet the funding and approval requirements, with this plan being developed to strict and comprehensive government guidelines.

The Solution

Balfour Consulting, in association with North Australia Economics and Chris Chappell Independent Contracting, first successfully undertook the Request for Proposal on behalf of the consortium then completed the business planning process. This included developing an innovative "green fields" model for the college, meeting all requirements of the Federal government and achieving completion within a very tight time frame. This enabled building work to start in early 2006, with completion of Stage One by the start of the 2007 school year.

The Results

• The business plan was accepted by the Federal government and funding approved.
• The innovative model for the college was accepted by the Federal government.
• The college has met its targeted enrolment for its first operational year of 130 students and will exceed this with an additional intake of 30 students in July.
• The college will meet its target of 300 students in 2008
• The ATCNQ is the most successful of these colleges in Australia in terms of student numbers, apprenticeships attracted, industry and community participation and the quality of the staff attracted.

Case Study 2:

Museum of Tropical Queensland - Marketing & PR

The Problem

Visitation to the MTQ had dropped by over 30% during its first three years of operation. A related drop in income meant the Museum did not meet its budgetary forecasts.

The Solution

Balfour Consulting undertook desktop, qualitative and quantitative research into the museum's markets and from this developed a three-year Strategic Marketing Plan plus an associated implementation plan for the first financial year. This included providing ongoing marketing and PR consulting services to the museum over a 13 month period to guide the development and implementation of the plan, a complete restructuring of the Museum's advertising and promotions activities and the introduction of a comprehensive communications program focused on local and regional media.

The Results

• Implementation began in Q3, 2003/04.
• The largest one-day attendance was achieved on January 18, 2004 (3500 visitors, up 250% on the previous best and not equalled since).
• Record visitation in Q3 2003/04 (91% increase on Q3 2002/03).
• Achieved budget for first time in Q3 2003/04.
• Four media partner agreements negotiated.
• Media coverage averaged 37 items per month (newspapers, TV, radio and magazines).
• Five Councils signed up for the Community Pass Program.
• The Museum won a North Queensland Tourism Award 2004, The Museum the Gallery and Museum Achievement Awards 2004 and the Public Relations Institute of Australia State Award for Excellence 2004.

Case Study 3:

Citiwater - Corporate Communications

The Problem

Townsville people recognised that Citiwater (a business unit of the Townsville City Council) delivered water and removed sewerage, but were unaware of the leading role the organisation played in water recycling and water conservation. Citiwater management wanted increased staff involvement in corporate programs.

The Solution

Balfour Consulting developed a three-year Corporate Communications Program, which involved:

• Activities and partnerships to promote the Watersmart education program in Townsville schools.
• Implementation of a planned media program to promote key messages to the public.
• Preparation of awards submissions to gain recognition of Citiwater's world-class water purification and recycling programs.
• Implementation of an issues-management program relating to specific issues and special interest groups.

The Results: 2003 -2006

• Citiwater won the Institute of Engineering Excellence Award 2003, competing against major companies, and was Highly Recommended in 2005.
• Citiwater was recognised in the 2005 National Awards for Local Government.
• Citiwater (and Watersmart) was accepted as a sponsor of 'Frog Ponds in Schools', a program associated with the NQ Conservation Council.
• Over 100 entries were received in the Watersmart school painting competition, with a selection of entries later displayed at Townsville libraries (which have a combined traffic of around 5,500 people per week).
• Tours of the treatment plants increased 80%.
• Citiwater consistently achieved its media coverage target of two items per month.
• Watersmart items and posters were part of the News In Education program, which reaches the classrooms of 15,000 students at 90 schools across the region.

Case Study 4:

Campervan & Motorhome Club of Australia - Research

The Problem

The CMCA wanted to prove to councils in Queensland, along with Tourism Queensland, that campervans and motorhomes staying in free rest areas generated local economic benefit. Councils had been closing these areas in the belief that they were protecting local caravan park operators.

The Solution

Balfour Consulting undertook quantitative research of campervans and motorhomes stopped at rest areas in Thuringowa, near the Bruce Highway north of Townsville. The objective was to establish spending patterns, income status, trip behaviour, use of caravan parks and demographics.

The Results

• The CMCA had independently gathered data to take to the 2003 LGAQ conference in Cairns that showed the economic value of motorhomes and campervans to the smaller towns in regional Queensland.
• The research was taken to TQ and the Federal Department of Tourism and was included in a white paper looking at management options and growth issues for this type of tourism.

Case Study 5:

Hillross - Marketing

The Problem

The Hillross franchise (The Haller Group) in NQ faced the challenges of moving from being an AMP agent to a provider of quality financial services, adapting to substantial changes in the regulatory environment and implementing generational change within a family company.

The Solution

• Balfour Consulting introduced a customer relationship marketing (CRM) program to ensure high-quality customer service and customer recognition.
• Developed supportive positioning advertising.
• Introduced client retention and client referral systems.
• Developed strategies to refocus the business geographically from the Burdekin to Townsville.
• Set performance targets for revenue, referrals, planner performance and new customers.

The Results

• Independent research by Business Health found that 98% of Hillross's top 200 clients would refer the business to their friends and relatives. The research company rated Hillross as "one of the best, if not the best, we have ever seen".
• Hillross achieved target for revenue growth of 10% in 2003/2004.
• Hillross NQ beat over 105 financial planning practices throughout Australia, including 35 in Sydney and Melbourne, to win the Hillross National Award for "Best Practice - 2003".

Case Study 6:

The Tyto Wetlands VIC Project - Strategic Planning & Community Consultation

The Problem

The Hinchinbrook Shire Council wanted to develop an interpretative centre for the Tyto Wetlands and, as part of this, relocate its Visitor Information Centre from the Council Building on Lannercost Street to a park adjacent to the wetlands area. The Council needed a detailed strategic plan to support its funding applications for the project. It also needed the plan to identify any problems or issues the community had with the project and find appropriate solutions.

The Solution

Balfour Consulting researched the tourism industry within the Shire and the region, undertook stakeholder research, conducted focus groups with key organisations such as the Chamber of Commerce and the Tourism Association and undertook quantitative research of the local community.

The Results

• It was found that there was overall strong support for the project in the community.
• Key tourism opportunities for the Shire that had not been previously identified were detailed and put before the council.
• Issues raised by the business community and tourism operators were acknowledged and solutions recommended.
• The resulting plan has been used on ongoing basis to develop briefs for architects and others involved in the project along with supporting a range of grants and other funding applications.
• The new visitor and interpretive centre will open in 2007.

Case Study 7:

Living Heroes VP60 - Public Relations & Special Events

The Challenge

Living Heroes VP60 was held in 2006 to commemorate the 60th anniversary of Victory in the Pacific, 15th August 1945, which heralded the end of World War II. A supporting program of 28 events occurred before and during the VP60 long weekend, which included another 24 major events over 4 days. Some key challenges of VP60 were the need to:

• Meet high public expectations regarding the calibre of the event and to maximise public participation.
• Involve ageing WWII veterans in a range of both fun and commemorative activities, while not overtaxing their capabilities.
• Provide some events of major significance to both the veterans and the wider community.
• Communicate with WWII veterans and their families plus military organisations around the world in order to engage their participation.

The Solutions

• The cornerstone of the celebrations was the veterans themselves, with the Living Heroes theme carried through all branding and activities.
• Specific communications strategies were developed for each target audience.
• Newspaper, radio and television media partners were recruited, with the inclusion of sponsorships for community service announcements on a national basis.
• Community involvement was encouraged through a Community Grants program and the formation of steering committees for ancillary events.

The Results

• Living Heroes VP60 was attended by over 1200 veterans, more than double the original target.
• Veterans attended from every Australian State and territory, USA, UK, Singapore, Canada, PNG and New Zealand.
• Over 125,000 people attended 52 events, with 37 schools also participating.
• Independent research showed 22% of attendees were visitors and estimated the economic benefit to Townsville as being $29.5 million.
• Media coverage of around 300 in local, State, national and international items generated positive exposure for Townsville.
• Living Heroes VP60 in 2006 won a Gold Award in the PRIA State Awards for Excellence and a NQ Tourism Award, as well as Highly Commended in the national Golden Target Awards and the Regional Achievement and Community Awards.

Case Study 8:

The Great Tropical Drive - Organisational Management & Public Relations

The Project

The Great Tropical Drive is a self-drive and fly/drive tourism product covering the North Queensland region from the Burdekin to Cooktown and is co-operatively promoted by Townsville Enterprise Ltd and Tourism Tropical North Queensland. Balfour Consulting was engaged for the initial six months of the campaign to:

• Assist with brand creation and online communications strategies.
• Manage program resources and outcomes to ensure that domestic and international (NZ, Germany and the UK) PR consultancies delivered all campaign outcomes against budget.
• Launch the product and promote it in the local regional market.
• Provide support to the interstate and international consultancies.
• Develop and produce corporate communications and external stakeholder communications, including with local government, local tourism organisations and visitor information centres.
• Develop management templates for and coordinate familiarisation visits by national and international journalists.
• Undertake succession planning by organising a management and inheritance framework for the indefinite continuation of the campaign.

The Results

Balfour Consulting:

• Worked closely with the website developer in overseeing photo shoots and copy development.
• Planned and implemented the national launch of the Great Tropical Drive by the Federal Minister for Tourism at Mission Beach, which was held five weeks after Cyclone Larry hit and was the first positive news story from the area, receiving wide coverage in national print, radio and television media.
• Developed a local/regional communications and promotions program that included specific projects with regional media, eg. a two-week promotion in the Townsville Bulletin published 20 full pages of colour maps, photographs and detailed descriptions of the major loops making up the Great Tropical Drive.
• Developed management templates covering all areas of the campaign, including journalist familiarisation tours, reporting procedures and accountability processes/programs, as well as undertaking performance management of the PR agencies engaged for the project and organising familiarisation programs for local/regional and visiting journalists.
• Worked closely with regional tourism organisations and operators to promote the campaign and encourage participation in marketing and promotional activities.
• Managed supervisory and reporting processes throughout the first six months of the campaign.
• Developed a succession plan as required.

Case Study 9:

The Ring Road - Community Engagement and Consultation

The Problem

The Queensland Department of Main Roads (DMR) was preparing the business case for Sections 2 and 3 of the Townsville Ring Road.  There was a great deal of public scepticism about the $119 million project arising from the many delays leading up to the construction of Section 1.  The public also continued to be critical of some aspects of Section 1 of the Ring Road.   DMR was required to undertake community consultation on the concept design for Sections 2 and 3, but wanted to ensure the focus was on the new project rather than the previous section and that this focus was maintained over the life of the project.

The Solution

Balfour Consulting undertook householder research in the project catchment before devising strategies and implementation plans. Two key community demographics were identified by the research, along with preferred methods of receiving information. Throughout the project, communications and community activities were designed to meet these requirements. In addition, key concerns and issues were listed along with plain English answers for use on the project website and at public displays.

The Results

• Over four years, very few complaints about construction impacts were received out of nearly 400 recorded inquiries.
• All media coverage of the project was positive.
• Over 400 people visited the site on special tours, plus another 340 attended a community day – all recording positive comments on the project.
• Over 2400 adults (children not counted) attended various pubic displays.
• Regular surveys of key stakeholder groups provided valuable feedback and gave an average approval rating of “excellent”.

Case Study 10:

The Bowen Family Day Care Association

The Problem

In early 2007, the Bowen Family Day Care Association found itself lacking demand for its services, unable to attract day-care providers and consequently suffering financially. What it did have was a committed Management Committee and two proactive and enthusiastic staff members. The Management Committee decided to raise funds against the Associations property and develop a business and marketing plan with the aim of increasing awareness of the benefits that family day care offers, increasing the fundraising abilities of the organisation and recruiting properly qualified carers.

The Solution

Balfour Consulting was commissioned to deliver a business/marketing plan for the organisation, which would also address issues of fundraising, public relations and sponsorship. Balfour Consulting was aware that the key skills of those involved in the organisation were not in marketing or business management and therefore developed a basic but thorough business plan and associated operational plan. These planning documents outlined the rationale behind the actions that the organisation needed to undertake and clearly laid out the implementation process on a month-to-month activity basis. The Committee and the staff were kept directly involved in the planning process, and time was taken to ensure they understood why particular activities needed to be done and why it was important to implement the plan as a whole.

The Results

To its credit, the Bowen Family Day Care Association implemented the business plan totally, enthusiastically and to great effect. Within a few months, the organisation had significantly raised its profile in Bowen and Collinsville and successfully sold the benefits of home-based child care to families in the region. This greatly assisted its fundraising abilities and led to a considerable increase in demand for its home day care services, demand so great that he organisation was unable to meet it all at the time. Over 2008, the Bowen Family Day Care Association placed greater focus on attracting carers and by November had been able to recruit two fully qualified carers with others interested in becoming involved. The organisation's financial position has also improved, and by 2009/2010 it should move back into profitability.