Core Strategies >> Sustainable Solutions



Cairns Regional Council, Water & Waste Management Division

This $300K project involved developing and implementing an education and community awareness campaign for residents in the Port Douglas and Mossman area, to help communicate water conservation measures being implemented by the Cairns Regional Council. Adriana was part of a team of consultants, at Marketplace Communications, New Farm (June to Dec. 2011) who developed a three-phase communication strategy which aimed to inform the communities of the need to save water, encourage behaviour and attitudinal change, and then reinforce water conservation behaviour. As Account Manager, Adriana was primarily responsible for managing this account with direction from the Managing Director and assistance from a Marketing Assistant.

The campaign involved:

  • Highlighting issues and monitoring media and public response to the campaign
  • Developing a campaign logo, theme and core messages
  • Producing an advertising campaign and creating a series of adverts for the various stages of the campaign
  • Developing a direct mail campaign involving the production of a series of education brochures for the community, businesses and tourists.
  • Producing a water conservation DVD, and a specific campaign website
  • Creating a media campaign involving a media launch, production of media releases, and fact sheets
  • Production of promotional educational materials including banners, badges, postcards, checklists etc.
  • Conducting regular client meetings and providing strategic reports.

Blue Chip Clients

AGL gas pipeline division, C-Bridge Internet Services, and Morgan Stanley financial services

As Account Executive, Blackie McDonald Consultancy, Sydney (2000), Adriana managed media programs for a variety of financial and technology based clients. Tasks performed included: writing and distributing media releases, organising media conferences/interviews, monitoring media coverage, and reporting to clients.

The launch of the AGL pipeline to the financial community involved a sensitive media campaign which provided great results for the company. All projects undertaken achieved increased awareness of the companies’ profiles and their intended messages within their target markets.

Royal & Sun Alliance, external and internal communications program

As Account Director, WCG, Whyment Consulting, Sydney (1999), Adriana developed and implemented communication strategies for Royal & SunAlliance’s customers and employees.

  • Primarily responsible for the editorial content of the Royal Sun magazine. Adriana edited and wrote articles and managed the production of the magazine.
  • Developed and implemented media campaigns to promote various financial products of Royal & Sun Alliance and producing marketing materials for various sectors including workers compensation, home insurance and financial products. Specially the media strategy for the merger of Royal Sun Alliance and the Tyndall group.
  • Monitored media coverage and prepared reports to clients.
  • As a result, Royal & SunAlliance received increased public exposure for its services and image through media campaign and communication materials.

Australian Federal Government, Launch of Centrelink

As Account Manager, Public Affairs, Edelman International, Sydney (1997) Adriana worked as part of the communication team to launch Centrelink offices nationally.

  • Developed media angles and co-ordinated distribution of media releases to media organisations Australia-wide.
  • Liaised with media regarding localising stories for each region, monitored andreported on media coverage and issues.
  • Extensive media coverage was achieved in national and regional newspapers and news outlets.

Amway Australia

Liaised with Royal Children’s Hospital and Amway to develop a media strategy to promote sponsorship initiatives. Staged media events, including the launch of Amway’s online trading website liaised with media, co-ordinated interviews and reported on results. Successful media coverage for the sponsorship partnership was achieved.

Brisbane-based Clients

Tangalooma Moreton Island Resort, Austcorp Australia, Zupps Group of Companies, Brisbane City Council Superannuation Office, Queensland Department of Lands, Australian Nature Conservation Agency, Comalco Smelter Development and CSR Softwoods.

As Senior Consultant, McCall’s Pty Ltd, Public Relations & Public Affairs Consultancy Brisbane (1994-1995), Adriana was responsible for managing the above accounts. Each account involved assessing their communication needs and developing a strategy to suit. Components of the strategies included:

  • Liaising with government agencies and community groups on behalf of clients to manage sensitive issues, particularly Comalco Smelter Development project in Gladstone and the CSR Softwood program for the Bribie Island community.
  • Developing and implementing media campaigns to promote products and services for Zupps Group of Companies both for customers and internal employees.
  • Writing and production of communication materials to support strategies.
  • Reporting on progress and achievements for clients.

The media campaigns of the above clients achieved great results in obtaining news and feature stories in local, metropolitan and national newspapers. In the case of Tangalooma Moreton Island Resort, extensive television coverage was also achieved to promote its Wild Dolphin Feeding program.

International Clients

Organic skin and healthcare products franchise Manager, One Group Pty Ltd, Hong Kong (2005-2009)

This was a franchised organic healthcare business originating from One Group Pty Ltd, Australia, which Adriana operated and managed while living in Hong Kong. The marketing strategy for the business involved targeting direct consumers as well as businesses and employed communication tools including:

  • Developing strategic alliances with health and wellbeing organisations, community and educational groups
  • Developing and implementing media and marketing campaigns, particularly for the visit by Founding Director of One Group to Hong Kong
  • Developing and conducting healthcare awareness programs for schools, community groups including YWCA, HK Cancer Council, HK University, Australian International School
  • Managing retail booths for products in gift fairs
  • Providing communication support for customers and business associates.

Adriana established a successful niche business in Hong Kong and expanded the market and awareness of the benefits of organic products by using a variety of communication tools.

Backtobasics Communication Services

Other Work

Adriana was primarily responsible for the production of the Dementia Services Development Centre’s publication “Australian Dementia Care”. A magazine which promoted the work that Age Care Professionals conducted in the community.

Adriana wrote and edited articles and managed the production of the magazine, as well as developing and implementing a media program to promote the visit of reminiscing practitioner, Faith Gibson, Emeritus Professor of Social Work, University of Ulster, Northern Ireland. The result was a greater awareness of the needs of dementia suffers and ways in which to help treat their condition in the community.

These communication strategies and their implementation helped to achieve the Centre’s goals.

Murrumbidgee Dairy Products, Wagga Wagga, NSW (1996), subsidiary of Bonlac

Adriana expanded the marketing role to include communication elements to greatly enhance the positioning of the company in their customer markets, and the local community as well as to improve internal communications. Projects included;

  • Revamping the corporate brochure, staff magazine, product profiles
  • Marketing various milk-based products to the retail and wholesale trade sector
  • Promoting the Healthy Eating program for schools
  • Implementing a media program to raise the corporate profile of the company through its 80th anniversary celebrations and its success at trade conventions.

The result was a successful communication and marketing program which greatly enhanced the company’s position and contributed to their financial achievements during this period.

Qld Department of Environment & Heritage, Brisbane (1987-1993)

Adriana helped to implement successful communication programs and achieved the co-operation of many government, businesses and community groups to help fulfil the Department’s communication objectives.

As part of the Education & Information Unit team, Adriana co-ordinated and assisted with the event management of many public communication and education programs including:

  • World Environment Day – components included staging a public open day
  • Northern Hairy-Nosed Wombat Appeal – fund raising media event
  • Opening of Fort Lytton National Park – a public open day to commemorate the declaration of the national park and its significance in Australia’s defence history.