Uncategorized

How a business ‘pivot’ is taking shape for the better

How a business ‘pivot’ is taking shape for the better

With a business ‘pivot’ on my hands, my new business proposition,  The School Business Register, is taking shape this month and I am getting excited…again.

This is my third baby (after delivering two kids into this world). I can call it that,  as this business is the one that gets me fired up every day and has me thinking about until I fall asleep at night. I also tend get over-protective about it and frustrated with it too.  However similar to parenting I feel I am in a position of getting the business ready for the wider world and one-day I  hope it can function just fine without me.

To get me through this start-up toddler time, I find myself immersed in an inspiring environment of entrepreneurs at the Fishburners community to help drive my ideas even further. I have insightful chats with current and new people who seem to come through those doors everyday with a new business idea. It’s keeping me on track.

I also have a concept, business idea and challenge that I can’t seem to let go of. I truly believe it has the legs to be a great success, especially for the markets it is being developed for – schools, parents and local business.  I knew after working on sociaschool.com.au for 18 months, that I really hadn’t the right business model. However,  the feedback was positive , hundreds of members joined and continued to grow, along with over 26 schools that connected. I had people really appreciating the concept and what it was trying to achieve, however it had no where else to go. Back to the drawing board and simplifying what I wanted to offer and achieve, had me start building my online model again and its finally taking shape.

The 5 things I have learned from the last 18months to 2 years;

– That I have the drive, skill and determination to get something new off the ground. That’s a great feeling of satisfaction in itself.

– I can do things differently. Finding balance and doing it in a way that won’t run me into the ground is my goal. Everyone is busy. I don’t want ‘busyness’ to be all consuming and there is more to enjoy from life as well. Slow down and enjoy is a manta that I am still aiming to integrate more fully into my day to day.

– I can do this my way, but with the help and advice of others who have done it their way too. It’s not just mine or about me. It’s about providing something useful which can benefit others in the long-term.

– Fear is one of the big factors in slowing a person down. That feeling of ‘hesistancy’ can be a constant companion if you don’t just get over it. What’s the worst thing that can happen if it doesn’t work? hmm?

– Keep talking and inspiring others. I have a tendency to talk, maybe that’s why I am in Public Relations? I have a tendency to answer every call, email and text promptly. I am not one of those people that waits hours to reply. I see it as an extension of energy. Reciprocation is crucial to maintain and build the relationships we have. If you don’t communicate and share your vision, passion and belief, how else will people know about you and your business.

With an online model close to launch; ongoing discussions with national business partners for sponsorship; schools ready to embrace the register for their fundraising and parents and local business ready to sign-up – I believe it is a goer. 🙂

 

 

 

Last Weeks for Best Job offer for the ‘most perfect place in the world’

Australia 15 July 2014; With only two weeks left for 160 year old family business Pinetrees Lodge on Lord Howe Island to find the most talented videographer to film “the most perfect place in the world”1 , the competition is heating up

The position, open to professional and talented amateur film-makers, is a dream job which has received interest from videographers as far as New York City to professional Marine Biologist and Naturalist Tour Guides from the Great Barrier Reef.

With a $1000 per week salary, the successful applicant will experience everything Lord Howe Island and Pinetrees Lodge have to offer over a 2 month period. The videographer is to produce eight 2 minute video clips to capture the Lord Howe Island experience and let the content speak for itself.

Luke Hanson, owner of Pinetrees Lodge says; “We don’t need cheesy hard sell ads. The activities on Lord Howe are all world class, and just capturing people enjoying their time snorkeling, surfing, fishing, climbing, biking, kayaking, diving, golfing or walking on the beach with rare sea birds should speak for itself. The film clips are about sharing the experience.

Lord Howe Island has just been voted the seventh Greatest Holiday of Australia, ahead of all other island destinations in Australia (including Lizard, Hayman and Hamilton), and all other destinations in NSW. Through one of the most comprehensive surveys in years, Australian Traveller Magazine received 12,000 nominations for the Greatest Holidays of Australia. These were reduced to a shortlist or 900 and then sent to 20 judges to decide the top 1002.

Sometimes these surveys are driven by the numbers of people who will travel to each destination, you know, to help boost the tourism economy, but in this case our little island with a limit of 400 guests made the top 10. So it seems they were looking for genuine iconic destinations as well as big destinations. So few people have experienced Lord Howe and the best way for us to entice new guests to the island is to share fun documentary style videos across social media.

Applications close on 31 July 2014 and the successful applicant will be announced on 11 August 2014. In order for the videographer to capture a genuine experience, he or she will need to live on Lord Howe Island and do every activity – in some cases multiple times.

Pinetrees Lodge is the oldest hotel on Lord Howe Island, and one of the oldest family businesses in Australia. A typical day at Pinetrees may include snorkeling on the southernmost coral reef in the world, surfing perfect waves, catching a 20kg kingfish, climbing dramatic mountains, relaxing on the beach, exploring beautiful rainforest, riding bikes to a beach BBQ, and swimming in the pristine lagoon. After a memorable day, guests return to Pinetrees for a sunset drink on the waterfront deck and an exceptional 4 course dinner. During event weeks, guests can learn from celebrity chefs Peter Kuruvita, Tom Kime and Steve Snow, or Miranda Kerr’s yoga instructor Charlotte Dodson, or former World Ironman Champion Trevor Hendy.

Our event weeks attract the best chefs, athletes, photographers and naturalists to ensure that our guests have the best week of the year.  We get the same feedback every week when we drop our guests to the airport. The videographer will also get to enjoy and film our event weeks in the spring of 2014, so he or she may have the best week of the year – five times over.

Pinetrees Lodge has recently consolidated its family ownership arrangements with 6th generation owner Dani Rourke, and her husband Luke Hanson, taking ownership of the business from February 2014. Pinetrees Lodge has provided families, nature lovers, adventure seekers and couples with a unique holiday experience on the World Heritage island for decades. Luke and Dani are now looking towards their children’s future as they work to improve the business and pass it onto the 7th generation.

To enter, Applicants must submit a short 1 minute video that demonstrates their filming and production skills, and their creativity. The video must show people enjoying at least two outdoor activities such as surfing, snorkeling, swimming, biking, bushwalking, kayaking, climbing and diving in a location of the applicant’s choice. The video should be ‘soft sell documentary’ in style and entice the viewer to come to that location and try the activities. Videos must be suitable for uploading to our Youtube page for judging, and submitted to Luke Hanson at luke@pinetrees.com.au. Applicants must also send CV to with a cover letter explaining why they would like to be considered for the project.

Pinetrees Lodge will close for renovations from mid-June to mid-August 2014.

For further information and a copy of the job brief visit: www.pinetrees.com.au.

– ends –

1.  In the SMH article on 27 September 2012, American travel writer Lee Abbamonte described Lord Howe Island as “the most perfect place in the world” after travelling to 306 of the 321 countries in the world. http://www.smh.com.au/travel/the-most-perfect-place-in-the-world-belongs-to-australia-20120927-26nc4.html

2. Australian Traveller Magazine March 2014

Please call Amy Miller at ADM Communications on 0415 913 273 or email amymillerpr@bigpond.com for more information about the search for a videographer to film “the most perfect place in the world”.

FURTHER:

In September 2012, the Sydney Morning Herald reported American travel writer Lee Abbamonte’s description of Lord Howe Island as “the most perfect place in the world”. A big claim, yes, but based on good evidence because he’d just travelled to 306 of the 321 countries in the world.

Lee was right – Lord Howe Island is spectacular. Its dramatic scenery, lush subtropical forests, rare flora and fauna, pristine beaches and colourful marine life are breathtaking and unique. Sir David Attenborough once wrote that Lord Howe is “so extraordinary it is almost unbelievable… Few islands, surely, can be so accessible, so remarkable, yet so unspoilt.”

In recognition of its scenic beauty and biodiversity, Lord Howe was inscribed as a World Heritage site in 1982. The list includes Uluru, Kakadu, Fraser Island and the Great Barrier Reef. More recently, National Geographic named Lord Howe as one of its ‘Places of a Lifetime’.

Pinetrees Lodge is the oldest hotel on Lord Howe Island, and one of the oldest family businesses in Australia. A typical Pinetrees experience includes snorkeling on the southernmost coral reef in the world, surfing perfect waves, catching 20kg kingfish, climbing dramatic mountains, relaxing on the beach, exploring beautiful rainforest, riding bikes to beach BBQs, and swimming in the pristine lagoon. After a memorable day, guests return to Pinetrees for a sunset drink on the waterfront deck and an exceptional 4 course dinner. Guests find the perfect balance between physical exercise, mental stimulation, social interaction and, well, some of life’s more enjoyable treats.

The Brief

We require a talented videographer to capture the Lord Howe Island experience. Clearly the purpose is to entice guests to Pinetrees, but we’d like the content to speak for itself. We don’t need cheesy ads. The activities on Lord Howe are all world class, and just capturing people enjoying their time snorkelling, surfing, fishing, climbing, biking, kayaking, diving and golfing should speak for itself. Of course, in order for the videographer to capture these experiences, he or she will need to do them all – in some cases multiple times. It’s that simple. Do everything Lord Howe Island and Pinetrees have to offer over a 2 month period and produce eight 2 minute video clips in a ‘soft sell’ documentary style. The applicant will need to produce one video per week to distribute through social media.

The Deal 

The successful applicant must be available to travel to Lord Howe on 30 August 2014 and return to Sydney on 2 November 2014. We will pay for flights between Sydney and Lord Howe Island at the start and end of the project. We will organize all Lord Howe activities, and provide accommodation and meals free of charge. We will also pay $1000 per week, plus superannuation, as an employee of Pinetrees Lodge.

The Applicant

The successful applicant should have:

 

  • a genuine sense of adventure and enthusiasm for outdoor activities
  • experience in nature, outdoors, wildlife, lifestyle and travel videography
  • at least 5 years’ experience in video filming and production
  • his/her own video and production equipment for the project (including light and sound)

 

The Application Process

Applicants must submit a short 1 minute video that demonstrates their filming and production skills, and their creativity. The video must show people enjoying at least two outdoor activities such as surfing, snorkeling, swimming, biking, bushwalking, kayaking, climbing and diving in a location of the applicant’s choice. The video should be ‘soft sell documentary’ in style and entice the viewer to come to that location and try the activities. Videos must be suitable for uploading to our Youtube page for judging, and submitted to Luke Hanson at luke@pinetrees.com.au. Applicants must also send CV to with a cover letter explaining why they would like to be considered for the project.

Applications close on 31 July 2014 and the successful applicant will be announced on 11 August 2014.

Please send all enquiries and applications to luke@pinetrees.com.au

Please send all media enquiries to Amy Miller at amymillerpr@bigpond.com

Pinetrees media 19 IMG_7117 IMG_5631 IMG_0345

 

#bestjobinaustralia #mostperfectplaceintheworld

The ADM Communications launch

This re-brand and launch of ADM Communications has taken a bit of time! After 15 years of working within the PR industry, I finally saw the light and decided to put a better face forward with a new brand and website. The excuse? Well it’s busy working in PR. I also lecture in PR, inspiring the minds of new practitioners who will move into this field. So between working with great clients, engaging in best PR practice, teaching new practitioners, it left little time.

The last 15 years has also refined my practice and service in Public Relations. I have worked with some of the top PR agencies in Sydney and London. Working in industries across motoring, medical health, fast moving consumer goods, online business and the creative arts including musicians, artist and painters has allowed me to be highly creative in my approach.

New ideas are always possible in the field of PR. Holding a passion for sharing and creating keeps this industry fresh and dynamic.

 

Talk with ‘LA Dodgers’ PR Director Joe Jareck – CommsCon 20th March, 2014

The Commscon Conference held at Dolton House in Elizabeth Street, Sydney yesterday was the first I have attended and only the 2nd Focal Attractions (publishers of Mumbrella etc)  had organised for our industry. I came away thinking it was a great hub of creative minds, passionate communicators and provided me with a good sense of what was important in the PR industry today. It’s great to keep current at these type of events Once the #commscon twitter topics touched on everything ‘from a room of great hair and dress’ to ‘isn’t it gin o’clock time?’, what featured was nuggets of information and tips from some  of the great PR pro’s in the industry.

I was quite inspired by Joe Jareck , PR Director of the LA Dodgers Baseball team! How I would love to work with a huge sporting team like that. The colour, activity, events and stories that come out of managing a team of that calibre and popularity would have it challenges but also its huge rewards.

Some of the moments include being there at the right time for a ‘hero’ twitter photo which generated thousands of re-tweets and comments from LA Dodgers fans and literally crashed their twitter feed – the image involved a koala and a team hero (Vin Skully) whilst visiting Australia this week. See how the US media are also following the Dodgers on their trip down under.

Social media is an avenue that is working wonders in generating excitement, ticket sales and genuine connection with their fans. Major league players are also involved in connecting with their fans through this medium by re-tweeting their comments and posting news and notes about season games. It was interesting they had a social media policy which did not allow junior league players to engage on twitter, but when they got to major league the policy relaxed. However Joe mentioned there have been a range of ?questionable moments about content being displayed on facebook and twitter accounts by players. It requires ongoing communication about the type of content that may or may not be suitable.

Key message from the talk – Direct engagement with fans was the priority for the LA Dodgers.  By developing their own news and social media platforms this was the best way to communicate with fans , allowing greater engagement with them. Joe mentioned that Twitter was useful for news and facebook was used for activation.

This was a theme running through the #Commscon day, which I will touch on with ongoing posts. Read some of my #commscon twitter feeds from the day.

ladodgers