HSBC Insurance
The issue – is the current training programme helping us to build a high performance sales team?
The insurance arm of the Hongkong Bank approached Pure Communications to help facilitate a focus group discussion on the training programme for its insurance agents.
The client wanted to evaluate the current programme, and to elicit feedback on what more needed to be done to develop a high performance sales force.
About 20 insurance agency leaders and new sales staff attended. Through a series of questions, and feedback categorization and a participant-led process of prioritisation, the client got the information required to retool and develop the training plan for 2012.
Eunos Residents’ Committee
The issue – how can we build morale in our diverse team and come up with new, innovative ways to reach our residents?
The client wanted to gather its office bearers and other members of its core team together for a one-day team-building plus workplan development.
Pure Communications developed a team building exercise that accommodated the diverse interests and age groups (including a polytechnic student and a grandmother!) in the client’s core team. The group ended the session on an energy high and this was carried through to the workplan exercise that opened with the participants setting its own discussion agenda.
World Café process was deployed with participants changing tables and groups with every new discussion topic. A wide range of proposals and ideas were floated, and there was much laughter and discussion about them.
A gallery walk completed the exercise and participants voted on which ideas they wanted to develop further.
Facilitators Network Singapore
Issue – how do we tell more people about the FNS and what we do? How can we engage our diverse membership?
Pure Communications manages all marketing communication needs for the Facilitators Network Singapore (FNS). This includes news bureau services for its newsletter, and marketing all its various initiatives.
The FNS, although established in Singapore since 2004, has grown organically and has not managed its own image. More recently though, it decided that it needed to raise the profile of professional facilitation in Singapore.
The strategy proposed is to leverage its membership and its volunteer facilitation programme to cultivate brand ambassadors, and to use its communications channels to give these facilitators a profile.
To tell its target audiences, current and potential, about the strategic goodness of facilitation, the website is in the process of being revamped. This will boost ‘touch’ with membership and will tell new site visitors more about facilitation in Singapore.
This is a work in progress – but already, positive feedback has been received about the newsletter. When the new website is up, Pure Communications expects a stronger engagement between the FNS and its membership, and therefore, a stronger brand positioning.
Colgate-Palmolive
Issue – launch of a first-ever sensitive tooth product that would drastically reduce sensitivity in a single minute without any advertising – during a peak advertising period – to create ‘noise’.
This well known FMCG company had decided on the strategy of using just press relations to launch its seminal new toothpaste. Singapore was the first and only country in the world to have the toothpaste on store shelves for the first month after the launch and this, in addition to the groundbreaking tooth desensitizing technology in the toothpaste, were the key selling points.
The key issue in this exercise was that the launch happened in the October timeframe when lifestyle publications were experiencing a space crunch due to the spike in advertising in the run-up to Christmas, New Year and a Hari Raya holiday. Lifestyle publications typically prioritise their advertisers when it comes to giving them space in their editorial pages.
Pure Communications proposed a two-pronged media outreach programme. Prior to the official launch of the toothpaste, the story was ‘sold’ in to trade and lifestyle media and after the launch, news platforms and wires services were engaged.
Leveraging excellent media relationships, Pure Communications garnered ‘hits’ across all Singapore dailies, several regional news wire services and a wide range of lifestyle and trade publications.
Box Sentry
Issue: small budget, big plans
Box Sentry (now called TrustSphere) is an email security vendor that was a venture-capitalist funded start-up. When Pure Communications began working with the company, it had only five people but the staff strength grew by leaps and bounds.
To accommodate its budget, Pure Communications proposed a targeted media cum whispering campaign to help position Box Sentry as an advocate for email security awareness amongst the CIO community.
The strategy worked well, and Box Sentry received ‘hits’ in the Business Times, the Straits Times and a series of technology trade publications. The CEO was positioned as an advocate for email security and he was regularly quoted in the media.
The higher profile stood Box Sentry in good stead and it was invited to sit on committees and task forces on email security and approached by other vendors to partner with their own solutions.
Our clients span the public and private sectors, and we have been engaged to deliver a combination of services for specific clients.
Private Sector
Public Sector