CLIENT DATE STARTED UNTIL WITH KINGSTPRIMARY ITO 2009 (Ag ITO) End of 2016DAIRYNZ 2007 (Dexcel) (restructure) PresentAGRI-TRADE 2015 PresentFIELDAYS 1999 PresentSAM MACHINERY 1999 PresentPGG 2013 PresentRD1 2002 2004 2012SUMMIT 2008 PresentQUINPHOS/ALTUMWATERFORCE 2015AGRIFEEDS 1999 2013TIME CAPSULE 1999 Present
DAIRY NZ
KingSt has been working alongside DairyNZ from itsformation in 2007 and we are thrilled to still be workingwith them to this day.When the NewCo merger between Dairy InSight and Dexcel was announced,it was KingSt that rebranded NewCo as DairyNZ. We worked hard to build abrand that stood for industry good, encompassing all aspects of dairy, whichhad a voice independent of Fonterra and other dairy companies. KingSt wasresponsible for the logo design and the rollout of new collateral that establisheda long running relationship for years to come.Gi`mXk\9X^*))(:fie\iIlXbliX Dfii`ejm`cc\IfX[j?Xd`ckfe*)+'E\nQ\XcXe[G? './-+,,,-=8O './-+,-,-nnn%[X`ipeq%Zf%eq AF<9CF>>J9DJ ?fej DXib\k`e^Jlggfik8jj`jkXek Gi`mXk\9X^*))( ;;@ './-,+/-. :fie\iIlXbliX DF9 ').),-+.+( Dfii`ejm`cc\IfX[j G? './-+,,,- ?Xdk`cfe*)+' =8O './-+,-,- E\nQ\XcXe[ <D8@C af\Ycf^^j7[X`ipeq%Zf%eq nnn%[X`ipeq%Zf%eq GifÔkXY`c`kp%JljkX`eXY`c`kp%:fdg\k`k`m\e\jj% Gi`mXk\9X^*))( :fie\iIlXbliX Dfii`ejm`cc\IfX[j ?Xd`ckfe*)+' E\nQ\XcXe[ G? './-+,,,- =8O './-+,-,- nnn%[X`ipeq%Zf%eq N`k_:fdgc`d\ekjGifÔkXY`c`kp%JljkX`eXY`c`kp%:fdg\k`k`m\e\jj% GifÔkXY`c`kp%JljkX`eXY`c`kp%:fdg\k`k`m\e\jj%Alongside perception campaigns, Pasture First, and numerous Fieldays sites,we also hero the Rosie’s World campaign. DATE: 13/12/07 JOB NO: 07495 CLIENT: DAIRYNZ TITLE: LETTERHEAD, COMP SLIP & BUSINESS CARD
ROSIE’S WORLD In our towns and cities that don’t have a close associationwith dairy farming, there is a generation of kids who will nevervisit a farm, let alone build up a positive perception. It’s a factthat some kids, when asked where milk comes from, answered“from a carton”.DAIRY NZ KingSt has been responsible for the creativeBringing to life New Zealand’s cowbassador and media strategy that has seen RosieBackground become an icon with 5-12 year olds as she’sPublic awareness of the impact of dairy in New travelled New Zealand and the world spreadingZealand was not widespread. It’s more likely the word.that top of mind perception would be around Five years since launching Rosie at Fieldaysthe high price of cheese and environmental 2011, we have developed a case study thatissues. has set the benchmark for our client inIn our towns and cities that don’t have a effectiveness and creativity.close association with dairy farming, there aregenerations of kids who will never visit a farm, Planninglet alone build up a positive perception. It’s a Our first step in any planning exercise isfact that some kids, when asked where milk to consider the objectives of the overallcomes from, answered “from a carton”. campaign.Changing this is important. Dairy farming is a These are:key part of our economy, deserving pride ofplace. Equally, the industry needs succession • Improve knowledge levels among 5-12as many owners retire. It’s hard to recruit year olds of the importance, impact andnewcomers when all the news seems bad. diversity of dairy farming in New ZealandDairy NZ’s response has been on multiplelevels, with one of the lynch pins being to • Engage the audience over the course oftarget kids with the aim of instilling key each campaignmessages that will last a lifetime. An ambitiousand challenging task. • Encourage parents to join the conversation and, in turn, encourage their kids to takeAfter a nationwide pitch, we were appointed partbased on our strategy to create New Zealand’sfirst cowbassador – Rosie. • Enhance relationships with levy payers • Gain respect from industry partners and key stakeholders • Instil our key messages to the extent they become as easily remembered as their times tables
The next step is to consider the audiences: Strategy• Kids aged 5–12. One of the hardest • Make Rosie a star through integration audiences to target and engage with. • A largely digital strategy Forget print, radio, outdoor, mainstream • Multi layered and adapted in real TV and social media. They are savvy with all screen based media, accustomed to time to maximise new opportunities high production values, and there is a very from publishers short window of opportunity to engage. • Use each medium for its strengths Also, remember supervision from parents. • Partnerships with media organisations • Respect the creative and work together to• Parents of the above. Welcome the bring it to life education component but it has to engage Channel selection and keep the kids occupied. Concerned about free availability of imagery so will • We can’t run a usage analysis for the supervise media usage kids section of the market so our channel selection was based on our ownOur media objectives observations of the KingSt kids. Our criteria are the right environment for• Maximise eyes on screens in order to Rosie, screen based, readily analysed, create engagement available in the classroom, potential to reach large numbers• Generate 50,000 web hits• Bring the creative to life through clever • As far as parents are concerned, we have run the usage analysis and made our content and placement strategy channel selection accordingly• Employ media options that are relevant to • In 2016 in order to supplement the spikes the module in place during the module promotion we added• Keep audiences engaged through new two new elements – always on Facebook, search and influencer marketing ideas and constant performance review • Every year, we will continue to push the boundaries with new ideas and initiatives to keep the campaign fresh, and traffic to a maximum
CHANNEL STRATE Aug 2015 Oct/Nov 2015Google Search AdwordsMediaworks OndemandGoogle Display NetworkWhatNow programme partnershipGood Morning AdvertorialTV spot buys across TV2 and FOURKidspotTVNZ Kids SponsorshipStuff Life & StylePractical Parenting Facebook Post boostFacebook Promoted PostsInfluencer MarketingTV3 StickyTV fanzone takeover,onDemand and background skinsGoogle SearchGoogle PlayFacebookInstagramBig MobileTradeMeTots to Teens
EGYFeb/Mar 2016 Apr/May 2016 Aug/Sep 2015 Oct/Nov 2016 Mar 2017
RESULTS
PUBLICPERCEPTION“I think Rosie’s World is a fun and “My 8 year old says - I like theinteractive way to teach children games. Looking after a cow andabout the dairy industry and could getting rewards every day. Gumbooteasily be used in schools as it has throwing is fun. Looks fun andgames to play as well as education interesting, looking forward toaround the milk production process. learning more about life on a farm.A great resource that is aimed Videos are really cool.”at primary school children, wellworth viewing.”“That’s a great website! “Rosie’s World - looks like a fun andVery interesting even for an adult! interesting site for kids (for primaryI’m sure a teacher would love using and possibly early intermediate aged).that as a tool.” It has a good range of information on there, is well set out and is easy to navigate. The colours and images are engaging and draw you in and make you want to have a good look around”.
FIELDAYS
Fieldays was a client of Rimmington Advertising, andKingSt worked to develop a new relationship in 1999.We have worked together ever since.The strategy over many years has always been to ‘think big’, and a numberof strategic moves were made in this light. Firstly, to name the event the NZNational Agricultural Fieldays, and eventually evolve the brand, trademarking theone word “Fieldays” to ensure ownership. It is now the largest event of its kind inthe southern hemisphere and has a reputation for being a catalyst for change inNew Zealand agribusiness.Together with the team we developed the sub-events when the brief was towiden the audience;• Kiwi’s Best Kitchen• Innovations• Ag Art Wear• No. 8 Wired• Rural BachelorWe also worked together on the evolution of the Mystery Creek Events Centrebrand, which now hosts a significant list of entertainment, cultural, corporate andcommunity events.
FIELDAYSREBRANDOf all the changes we recommended, the addition of the twolittle letters (NZ) inside the circle device are, in our opinion,the most important steps we took to position Fieldays as thepre-eminent agribusiness event in all New Zealand.Building on the move to trademark the one-word ‘fieldays’,this change further laid claim to the national space, and setthem apart from the northern and southern field days.
Innovation Kiwi’s Rural Business & Ag Art WearCentre Best Bachelor International Kitchen Visitor Centre
tay a step ahead campaign Stay a step ahead campaign Stay a step ahead campaign FIELDAYS 2014 presented an opportunity to step things up for the biggest agricultural trade show in the Southern Hemisphere via a brand repositioning and design evolution exercise. Once that work was bedded down we launched the very successful and well received ‘Stay a step ahead’ campaign via a multitude of media channels. Here’s a taste of the event advertising. Over 130,000 visitors attended Fieldays 2016 with a year-on- year 20% increase in online ticket sales.
Fieldays TVC 2016Fieldays Print 2016 KingSt13394_DN_B KingSt13394_DN_A stay a step ahead stay a step aheadFieldays Online 2016TAKE CONTROL 00:20 [ CLOSE X ] AND STAY A STEP AHEAD D E PLAY NOW BDrone has subltle flashing lights to encourage the visitor to interact with thead placement. A C Get your tickets today BUY NOW June 15-18, Mystery Creek, Hamilton
FIELDAYSAPP
MEDIA PLAN WEEK COMMENCING: 5th June 2016 12th June 2016Facebook CanvasFacebook Remarketing - purchased a ticketGoogle Remarketing - purchased a ticketSnakk Media coordinate targetingSnakk Media location retargeting - at event previous yearMobile metservice banner - expandableHighly targeted campaign, including separate creative for iOS and android users to avoidlink confusion. A shoestring budget used wisely that resulted in over 20,000 app downloads.3. Image carousel
MYSTERYCREEKREBRANDA move away from sport-focussed events resulted in the needto update the brand to reflect a more inclusive event space.This logo now shines a light on Mystery Creek by giving it abold, fresh and contemporary look.Using ‘Mystery Creek’ as the platform, four spotlights connectto construct the bold ‘M’.The colours are purposefully bright and energising, and reflectthe nature of the physical location.This design and the broad range of execution options it allows,created a strong and unique logo that is versatile and modern.
THEEXPOREBRANDFor this logo design, we felt that the word ’EXPO’ should bethe main message to focus on, as this particular event is aboutheavy vehicles and transport and we wanted to express that inthe logo.The use of a modern stencil typeface sets the tone and relatesto the serial numbers normally seen on heavy machinery. Itshows strength and power with square edges and boldness.A vibrant orange colour palette represents the paint used ondiggers and other machinery. It also has a strong familiaritywith die hard expo fans.
INTERNATIONALCAPABILITIES
Although we can export our services all overthe world, our focus has always been theNew Zealand market.We do have the ability to buy media internationally and have done so in thepast on behalf of University of Auckland. We have planned and purchasedmedia in Australia, America and Asia. If a significant campaign is requiredwe work with a local partner in the country of question to ensure we areaccessing relevant research and local insights.We have created art and packaging for international markets, includingworking alongside translation services and researching cultural impacts ofthe use of design and colour.We can plan and implement digital campaigns all over the world, however itis important to be aware of issues such as Google prioritising local content.Having relevant websites and web addresses to the country in question istherefore critical.To work effectively on behalf of LIC international we would want to buildrelationships with local representatives and agents in areas where wewere asked to work, in order to ensure we are taking into account theirlocal knowledge.
DAIRYINDUSTRYINSIGHTSAudience: Farm Owners/ ManagersSource: Nielsen CMI Q4 2016
MEDIA CONSUMPTION: WORK STATEMENTS:75% 35%are heavy to moderate consumers of TV. often respond to work emails at home and21-28+ hours a week. at weekends.41% 64%are heavy consumers of Daily Papers. use the Internet to source information.6+ papers per week. 60%41% are more likely to read email newsletters fromare moderate to heavy consumers a company they have a relationship with.of Magazines.3-6 publications per week. 73%57% keep up to date with current affairs on a daily basis.are heavy consumers of Radio.10-25 hours of radio per week. TECHNOLOGY STATEMENTS:48% 57%are moderate consumers of the internet. agree that technology is changing so fast that60-150 min per week they find it hard to keep up.(exclude emails & social media) 37%LIFE STATEMENTS: agree that mobile technology has made their62% lives easier.agree that they take time to gather all facts 41%when making decisions. believe they would be lost without their60% mobile phone.always talk to family/friends/experts when 50%making big decisions. now use their mobile phone more than their32% home phone.find it difficult to get a balance between my 36%work and my leisure. need their mobile phone for accessing the67% internet.agree that their work is more to them than 22%just a job. have an iPhone45% 36%find it difficult to switch off from work. have an Android phone. 39% have downloaded an Utilities app, 40% Social network, 27% Music, 44% Travel, 50% Weather, 29% Finance/banking and 41% Maps. 90% access the Internet at home.
REACHING THESEARCHERSSearch Volume Trends : Herd Management ToolsMobile trends Jun AugAverage monthly searches8K6K4K2K April 2016Search Volume Trends : Bull Semen & Artificial InseminationMobile trends Jun AugAverage monthly searches16K12K8K4K April 2016
Mobile TotalOct Dec Mar 2017 Mobile TotalOct Dec Mar 2017The ability to break down an audience by exactly what they are lookingfor creates a cost effective channel to target only those for whom yourservices are relevant. A targeted approach to search activity couldsupport a brand and awareness strategy.
A NEW WAYTO CONNECT
The good old cup of tea is changing shape, with farmers connectingand sharing information in the digital world on platforms such asFacebook. This gives us the luxury to see a little deeper into somekey insights and is possibly the easiest platform to target differentsegments of the market. However a clever and creative social mediastrategy, alongside a clear risk management plan, will give you muchneeded engagement to make sure you cut through the clutter ofFacebook news feeds.INTEREST IN FARMINGFARMING AS JOB TITLE
OTHERPLATFORMS
LinkedInAlthough it can be a little more expensive; LinkedIn is a greatplace for authority and thought leadership. It would be worthbuilding a strategy with purpose and conversion in mind.InstagramNone of your competitors are currently on Instagram. At a quickglance we don’t see this as a platform that would be of use to investin content, unless you develop a relaxed persona. It is difficult to seeif farmers are high users, it tends to swing towards the female, oryounger demographic.TwitterAlthough your competitors are using this, it does not have highengagement. This could be used to share content from Facebook, andTwitter is better for the international technology and business marketand could be used effectively here.SnapchatWould not be a consideration for this market unless you weretargeting a younger market for training purposes or engagement.
WHATWE HAVELEARNT
Over the years we’ve learnt three things thatare critical to what we do…• We listen• We research• Actions speak louder than wordsWe’re going to show you what we mean...video embargoed until Wednesday 17th May
OUTSOURCING
KingSt services vary between a System 1 and System 3 structure.The majority of our services are self contained, but it’s not alwayspossible to get the best results using only the resources available.We sometimes look beyond our pastures to supplement our incredibly talented team, when weknow the additional inputs will result in an exceptional finished product.We are honoured to work with these trusted partners.Illustration Partner Video Production PartnerScott Pearson – Visual Evolution Ziga ZupancicScott is an extremely talented artist who Ziga provides KingSt with top of the linecomplements the KingSt design team, equipment and a wealth of productionbringing to life their ambitious ideas when knowledge. Working alongside Patrick, theour studio workload is at capacity. duo have crafted high quality and affordable video solutions.Creative Partner PR PartnersKevin Walker – Whiskey CreativeProviding a fresh, outside perspective on HMC Communicationsconcepts Kevin works in conjunction with KingSt have a long standing relationshipChris while our Creative Director is on with HMC and integrate their expertisesabbatical. into campaign solutions when strategic partnerships are required.Animation Partners Web PartnerFlux Media & Luke TothKingSt have fostered an efficient working F6relationship with Flux through years of Again, KingSt have a long standingconjoint work on the Rosie’s World account. relationship with F6, using their knowledgeRecently we have also began working with for complex web builds that sit beyond ofLuke, a highly talented Motion Animator. our area of web expertise.
REFEREES
Don’t just take our word for it, getin touch with some of our amazingclients and partners.Yvette DuPlessisCFO Beau Ideal Ltd021 108 [email protected] NationCEO National Fieldays Society021 247 [email protected] FraserChannel Marketing Manager DairyNZ027 706 [email protected]
TRANSITIONALARRANGEMENTS
New arrivals take a little extra attention duringtheir first months. We are committed to providingparticular attention to ensure a strong start andexponential growth.OnboardingThis is the first step and involves a few forms. Please find in Appendix:• Account application• Digital onboarding form• A few legal requirements• We also finalise our contract inclusions, exclusions and rates negotiations.TransitionAfter onboarding is complete it is expected to take approximately 30days to transfer work in progress from current partners, however weunderstand if seeing some projects to completion is required.During this time we set up regular work in progress meetings, andmeet with all relevant parties. Please find our briefing forms inthe Appendix.InductionGetting to know each others business is critical to a great ongoingpartnership. We would like the team to come to KingSt to further getto know us, and would love the opportunity to be inducted into thedifferent areas of your business.
THANKYOUChris Williams Robyn HenwoodCEO Account Director027 453 3960 021 201 3213
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