Case studies
Beyond words: a focus on achievement
This is a small selection of case studies that are examples of the work that Clayton has produced. Focussing on evidence-based position pieces means that these products are longer-lasting and have greater impact than copywriting-style messages can deliver. Should you wish to see a case study of a particular type of written communication please contact Clayton directly.
Background: The Managing Director of Andatech, the technology innovations wholesale & retail company, engaged Clayton to create a speech he was required to give as part of their nomination to the 2009/2010 Whitehorse Business Awards. The speech was to be presented to the Association’s normal luncheon.
Requirements: The speech was to be strictly no longer than five minutes in duration and had to cover the specific points of interest for the awards panel as well as being of general interest to the luncheon audience. The two major risks identified were that the speech could come across as a sales pitch, or that the “human touch” of the company could be missed if technology was too much of a focus. The speech therefore needed to discuss the humanistic aspect of what the business does as well as its quality mantra. Clayton recommended a formal speech accompanied by slides of images and concepts, as text-heavy slides require giving the audience precious reading time.
Product: A complete speech was prepared which was timed at four minutes fifty seconds and was accompanied by appropriate slides.
Achievement: Andatech achieved the goal of winning the nomination to the 2009/2010 Whitehorse Business Awards.
Background: The CEO of the Australian Association of Massage Therapists engaged Clayton to provide a short, snappy five minute speech to open the 2009 Conference in Hobart. The conference was the fifth to be held by the Association and so the focus was on the Association’s achievements over the past five years.
Requirements: To create an interesting, snappy, short speech with visually appealing slides that would introduce the conference theme and celebrate the association’s achievements.
Product: A speech of five minutes’ duration and accompanying slides.
Achievement: "Welcome speeches" can sometimes be seen as something that the audience sits through before, “the conference really starts.” By giving it the spin of being a celebratory look at the past, its relevance to the lives of members and a segue to the conference theme, the audience could connect with the message and see what it meant for them.
Background: Members of this industry association wanted to promote their Membership but the materials available were several years old and thus did not reflect the significant advances that had been achieved in the profession and the association since that time. New promotional materials were required.
Requirements: Written materials that promoted why clients should use RCSA Members that could be used with two separate client types.
Product: The final materials were two types of brochure (A4 and DL) focusing on the professionalism that was required to secure Membership of the RCSA and how Membership denoted adherence to the RCSA’s Code for Professional Conduct, which is approved by the Australian Competition and Consumer Commission (ACCC).
Achievement: Members immediately utilised this updated copy for their own websites and promotional materials, providing the RCSA with a quality Member service and their Members with a statement to promote their Membership in a format that was easily incorporated into their own promotional materials.