TAM (Television Audience Measurement) is the specialised branch of media research, dedicated to quantifying (size) and qualifying (characteristics) detailed television audience information. This service gives Coordinate access to independent data ... Continue reading →]]> With todays ever-changing media landscape it’s important to be constantly offering clients value for money. At Coordinate we have taken our strategic media offering to the next level. Along with the recent addition of our full service production team, Coordinate has developed a strategic media-buying offering using Nielsen Television Audience Measurement (TAM).

TAM (Television Audience Measurement) is the specialised branch of media research, dedicated to quantifying (size) and qualifying (characteristics) detailed television audience information.
This service gives Coordinate access to independent data and statistics on media usage. This media usage data gives us a more strategic angle to our media buying, particular for larger campaigns like the soon to be launched campaign for national FMCG client Beerenberg.

Coordinate is excited to be launching the ‘Making Food Amazing’ TVC for Beerenberg.

Along with producing the branding and TVC for Beerenberg in-house, Coordinate also developed a comprehensive media plan to launch the product in NSW. This was a first for the South Australian based, food company.

With the addition of Coordinate’s full service production team, we are now able to offer clients cost effective advertising creative as well as planning and buying services.

In today’s media landscape there are more TV channels, more radio avenues along with the complete breadth of digital mediums. Coordinate’s existing media buying system and tools, coupled with the recent investment of the TAM media buying system allows the team to quantify our media buying decisions and track the results to ensure we are achieving value for money for our clients at all times.

The initiative called the 5cent campaign is a national strategy which aims to educate the public about youth poverty. The campaign will collect 5c pieces over a 5 week period with proceeds being donated to fund youth poverty programs.

Coordinate is helping deliver YGAP’s latest initiative and has developed the brand identity and advertising ... Continue reading →]]> Coordinate is currently working with YGAP (Y Generation Against Poverty) a not for profit organisation in Melbourne to create and drive a campaign to tackle international youth poverty.

The initiative called the 5cent campaign is a national strategy which aims to educate the public about youth poverty. The campaign will collect 5c pieces over a 5 week period with proceeds being donated to fund youth poverty programs.

Coordinate is helping deliver YGAP’s latest initiative and has developed the brand identity and advertising materials across television, billboards throughout Melbourne CBD, print and web, all designed to encourage the donation and collection of 5cent pieces.

To advocate the initiative, AFL star, Brownlow medalist and Carlton Captain Chris Judd, features in the commercial filmed by Coordinate Production Manager Andy Gallager. Andy flew to Melbourne to produce the commercial and filmed Juddy at Carlton’s home ground Visy Stadium.

We cant wait to watch this great initiative roll out.

More importantly, we see a huge opportunity to create compelling digital content, reality television programs, and branded visual pieces for websites, blogs and social media. To realise this ... Continue reading →]]> Over the past six months Coordinate experienced an increasing demand to produce video content for our clients. With the rise of social and digital media, and the increased digital television options creating more cost effective advertising solutions, we felt it was time to take the jump and become a full service advertising agency.

More importantly, we see a huge opportunity to create compelling digital content, reality television programs, and branded visual pieces for websites, blogs and social media. To realise this opportunity we have employed two full time videographers and editors who are extremely talented and both have very different skills. Andy Gallagher started with Coordinate late last year and has amazing creativity, imagination and flair and has produced some stunning ads so far for Love Canberra, WorkSafe ACT, Dymocks Bookstores, Elite Physique, Academy Nightclub, ACT Government and Beerenberg. Andrew Barnes started with Coordinate in February this year. Andrew worked with the St George Dragons where he produced Dragons TV which was streamed online. Andrew will be driving the content and production behind NEAFL Eastern TV as one of his major projects in 2012, and has also produced television commercials for the NEAFL 2012 season, Tiffen & Co, Autoco, GWS GIANTS and ACT Labor.

Watch some of the Coordinate team’s latest video productions.

We are really excited about the digital content opportunities we can create for our clients with the skills and knowledge Andy and Andrew bring. The real advantage of having an internal video production team is they sit right next to our creative and digital teams and are involved in the idea generation process for our clients. They will also be involved in working with the client service team and our media clients in producing television content. We can now create ideas and communications pathways which we never thought were possible, and will be stretching the boundaries this year. A testament to this is the launch of Footy Talk, NEAFL TV and ACT Labor TV, two internet based programs which distribute regular quality content.

It also means Coordinate can provide this service to our clients more efficiently and cost effectively than if we had to outsource it, and the process is consistent and collaborative which is very important. To be able to bring our clients brands to life, to communicate a client’s vision on their website and distribute it through Facebook or Youtube is going to make a huge difference to their business. Our clients can communicate in real time, share their knowledge and experience in an intuitive way, rather than just having flat columns of static text on their websites.

Our NewActon studio has a full production set up including green screen, lighting, autocue, filming and editing equipment. We simply could not offer our clients the services we wanted to without this capability, and we look forward to working with our clients in this medium, now and in the future.

Please feel free to call one of our client service members – Jamie Wilson, Greg Robson Sonia Constantin or Jess Norton in the Canberra office or Danielle Tomas in the Melbourne office to discuss opportunities for your business or email ideas@coordinate.com.au

We most recently re-designed the Canberra Raiders 2012 Membership Booklet and corresponding Membership Cards. This years message ‘What’s Your Number’ has been executed with a mix of players, colours, typography and the traditional ‘V’ shape of Blue, Yellow and White, which will feature on the Raiders 2012 playing jumper.

The GWS Giants have been busy signing new players for their induction into the AFL in 2012 ... Continue reading →]]> This year, the Coordinate team has really enjoyed the amount of sporting projects in our studio.

We most recently re-designed the Canberra Raiders 2012 Membership Booklet and corresponding Membership Cards. This years message ‘What’s Your Number’ has been executed with a mix of players, colours, typography and the traditional ‘V’ shape of Blue, Yellow and White, which will feature on the Raiders 2012 playing jumper.

The GWS Giants have been busy signing new players for their induction into the AFL in 2012 so our email marketing templates and media releases have been getting used to their full potential.

In other AFL news we enjoyed producing the AFL Under 18′s Youth Girls National Championships Record and hope the girls in Queensland enjoyed the articles and had a fantastic season. We have also enjoyed producing some collateral for AFL NSW, and are in the middle of planning for the North East AFL Eastern Conference 2012 Season where we have plenty of exciting projects underway.

If you would like to check out some of our other sporting work click here.

Professionally, in 2011 we finally moved into our NewActon office in Canberra after two years of planning, designing, building…and waiting. We also found a new home in Fitzroy Melbourne, which is suiting Danielle nicely, and she is excited to ... Continue reading →]]> 2011 has been a huge year for the Coordinate team, and we couldn’t be more excited about the momentum we’ve gained.
We have celebrated some wonderful personal and professional achievements, none more so exciting than the birth of Mitch Brakenridge’s first child Zak.

Professionally, in 2011 we finally moved into our NewActon office in Canberra after two years of planning, designing, building…and waiting. We also found a new home in Fitzroy Melbourne, which is suiting Danielle nicely, and she is excited to have our Senior Web Developer Christian D’Ambrosio joining her in Melbourne in 2012.

Our Canberra office has continued to enjoy working alongside of some of our inaugural clients including Tiffen & Co, the Australian Football League (AFL Canberra and AFL NSW), Real Estate Institute of Australia, Watson Blinds and NewActon (to name a few). We hope to look back on this journey in ten years to come and sit down with a few of these clients knowing Coordinate has been able to truly grow with them and reward them for their investment and support.

Our clients too have reached new heights in 2011. Watson Blinds and Awnings opened their new showroom in Mitchell which was a long term goal as part of the company’s growth strategy. Canberra based Mortgage Broker Tiffen & Co continues to go from strength to strength and was named the 2011 Australian Boutique Brokerage of the Year. Granite Transformations celebrated record numbers nationally following the media campaign run by Greg Robson, and the GWS GIANTS reached 11,000 plus members following a successful ACT membership drive (the ACT4GWS campaign) which attracted nearly 6,000 $50 pledges.

We have celebrated some great wins this year, and we’re stoked to have won the accounts of the Australian National University (alongside CRE8IVE), National Arboretum, the national accounts for City Convenience Stores, Beerenberg Jams, Sauces and Condiments from Adelaide Hills, and have been appointed onto the ACT Government Supplier Panel as a full service marketing communications agency following a lengthy pitch process.

Along with some new clients came the addition of some new services. We have recently appointed a Video Production Manager to add greater depth to our team. Andy Gallagher comes to Coordinate experienced in filming and editing and has already produced some amazing commercials and web videos. Andy’s developed visual material for Love Canberra (ACT Government), Dymocks Bookstores, Academy Club, Home Energy Advice Team (ACT Government), Asbestos Awareness Campaign – Before you renovate Investigate (ACT Government), Australian National University, University of NSW, Body to Burn Personal Training Studio and Palace Cinemas/NewActon Nishi.

On the campaign front, we have delivered some wonderful campaigns including the National Awards for the Australian Hotels Association and Real Estate Institute of Australia. We also produced the branding and promotional materials for the Australian Hotels Association ACT Awards, Lifeline Canberra’s 40th Birthday Ball, the ACT Government’s Business in Focus Month Awards, and the AFL Canberra pre – season, 100th year Celebration, and the Best and Fairest Awards Presentation night.

Social media has been a huge part of our business this year. We have created and managed campaigns for Canberra Milk “You could be the next Canberra Milk Kid” and “Win the 18th Raider for the Day Experience”. We also created and managed the GWS GIANTS Make Your Mark competition to design the symbol to feature on the GIANTS’ ACT home guernsey. We cant wait to watch the GIANTS run out in Canberra for the first time knowing the Coordinate team was there from day one. We have also been privileged to be given the opportunity to work with the Canberra Raiders in developing the 2012 Membership Brochure and supporting collateral.

Our Melbourne office has enjoyed great growth and worked with some amazing clients which is a testament to Danielle’s hard work and dedication. After helping Jamie establish Coordinate in Canberra, Dani moved to Melbourne where our brand is gaining momentum and exposure every day. Recently, the Coordinate team was successful in being selected as a full service agency supplier for the Telstra Wholesale panel, and we have done some great print work for Telstra Wholesale. We have also worked with leading national retailer Lollypotz who recently won the rights to sell their innovative Chocolate Bouquets in Myer. Dani has also produced two stunning brand identities for Melbourne based businesses i-Courts and Mediaverse.

While just a quick summary on our year in 2011, its been a challenging but rewarding period. A huge thank you for those clients who have partnered with us in some capacity throughout the year, and a big thank you to our amazing staff.

Bring on 2012.

By Jamie Wilson and Greg Robson

As part of our pitch, the Coordinate team conducted extensive market research, and the team got together for a two – day strategy workflow, before under taking the ... Continue reading →]]> Over the last month, the Coordinate team was invited to pitch for the national creative campaign for Beerenberg. Beerenberg is world renown for their range of jams, marmalades, chutneys, sauces and marinades, pickles, dressings, dessert sauces and olive oil, made with fresh ingredients sourced from the Paech family farm in Hahndorf, Adelaide Hills.

As part of our pitch, the Coordinate team conducted extensive market research, and the team got together for a two – day strategy workflow, before under taking the creative concept development. We will be launching the campaign mid October 2011, stay tuned.

Here’s a snap shot of our planning strategy workshop. Enjoy!

Contestants were asked to enter via the Canberra Milk website, with the prizes including the opportunity to sit in Coaches Box during Toyota ... Continue reading →]]> Canberra Milk, the Canberra Raiders and Coordinate teamed up to give Raiders fans the chance to be the 18th Raider for a day.
The competition required fans to submit in 18 words of less why they wanted to be the 18th Raider for a day. With massive prizes to be won, the competition was well received by the public.

Contestants were asked to enter via the Canberra Milk website, with the prizes including the opportunity to sit in Coaches Box during Toyota Cup Match, have access to the dressing room with the coach at half time, gain attendance to NRL squad pre match warm up area, have access to players dugout area, attend post match press conferences for both teams, and receive a Raiders Polo, Cap, Jersey and an additional double grandstand seat for the winner’s guests.

The promotional period only went for five days. The competition was promoted on the Canberra Milk website, and the Canberra Milk and Canberra Raiders facebook page. Canberra Milk’s facebook page tripled in ‘likes’, while over 100 quality entries were received.

This weekend (August 11) one lucky person will be the 18th Raider for a day.

In 2011, Coordinate has sponsored Lifeline to assist the organisation refresh their identity and communications materials.

To mark the 40th birthday milestone, Lifeline Canberra are ... Continue reading →]]> For 40 years, Lifeline Canberra has been part of a national network offering telephone counselling to the people of Canberra and the surrounding region. Counselling is possible because of the dedication of some 200 trained volunteer telephone counsellors who fill shifts to ensure that the phone will be answered 24 hours a day, 7 days a week.

In 2011, Coordinate has sponsored Lifeline to assist the organisation refresh their identity and communications materials.

To mark the 40th birthday milestone, Lifeline Canberra are holding a Willy Wonka Gala Ball, and the Coordinate team has partnered with Lifeline in bringing the event to life.

Coordinate developed the Gala Ball’s brand identity, invitations, program menu and communications materials. We are looking forward to kicking back and celebrating this prestigious event…stay tuned!

With the recent changes to the ACT Government, Coordinate was required to move away from logo based branding, and developed the look and feel for the 2011 event.

This year’s event is focusing on creativity, and therefore the Coordinate team was required to developed a bright, fluid and dynamic look and feel which was consistently applied to a suite ... Continue reading →]]> For the third consecutive year, Coordinate teamed up with the ACT Government Economic Development Directorate, to produce the Business in Focus Month campaign.

With the recent changes to the ACT Government, Coordinate was required to move away from logo based branding, and developed the look and feel for the 2011 event.

This year’s event is focusing on creativity, and therefore the Coordinate team was required to developed a bright, fluid and dynamic look and feel which was consistently applied to a suite of communications materials.

In answering the brief, the Coordinate team developed a series of kite’s to reflect the endless possibilities, vibrancy and contribution business makes to the social and economic landscape in the ACT.

Coordinate is meeting with more and more businesses each week to assist them with media strategy, buying and monitoring. Advertising dollars seem to be flowing again, it could be the end of financial year incentives, but business owners ... Continue reading →]]> As Partner and Media Director at Coordinate, it’s been an interesting process to see the media landscape evolve over the last eighteen months. The rise of electronic media and the evolution of digital television has fragmented the media more so than ever before.

Coordinate is meeting with more and more businesses each week to assist them with media strategy, buying and monitoring. Advertising dollars seem to be flowing again, it could be the end of financial year incentives, but business owners seem to be investing in radio, online, newspaper, magazines, television and pay-TV advertising. Like anything businesses must make each and every dollar count. Advertising is no different. Business owners come to Coordinate to advise and invest their advertising dollars wisely. The instructions are nearly always the same, ‘don’t spend a dollar unless it can be proven to increase revenue’.

The sleeping giant of Online advertising is now well and truly awake with net advertising jumping 21% in the past year. Google’s AdWords are the most popular online investment for SME’s. Under the instructions of only spending a dollar if you know it drives to revenue, AdWords is the near-perfect advertising medium. Each dollar spent is carefully analysed against criteria such as keywords, leads generated through to lead conversion and, ultimately, revenue.

The big mover in Online advertising revenue in the next 12 months could be YouTube. Most Google searches reveal YouTube listings are now dominating many searches on the first page. Not surprising when you look at some of the figures, there is more than 2 billion views a day, 24 hours of video uploaded every minute and the average user spends 15 minutes a day on YouTube.

Here’s some interesting YouTube statistics:

• Over 5 Billion Videos
• 200,000 Videos Uploaded Each Day
• Last year 91 million viewers
• Every 60 seconds, 10 hours of video is uploaded on YouTube.
• Average time to watch: 2 minutes 46 seconds.
• Average age of video uploader: 26 years old.

Amazing stats aren’t they, but how can they work for your business? Well the truth is YouTube may not work for everyone, however with all the advertising mediums out there, you need to know that you can be a part of it and it may be worthwhile. YouTube is another advertising medium and you can actually place ads on YouTube. The number of people advertising on YouTube has increased 1000% in the past year. Of the top 100 advertisers in the US, 94 have run campaigns on YouTube. That data may boost the Online advertising revenue share to another level when the next data is released, making YouTube video another advertising channel for small-medium business.

YouTube started in 2005, Google bought it in 2006 for US$1.65 billion.

What a prudent investment that might turn out to be!