works - billboardme · through running mini boat races with plastic yachts in local waterways ffor...

ortniOur commitment is to offer people actionable access to achieving

breakthrough results in the areas that are important to the performance,

evolution and profitability of their business, brands and people. With a focus

on transformation and peak performance, we combine creativity, science and

business savvy to everything we do.

At Pilot, we relate to ourselves as specialists in human interactions. Our

services connect with, address, and make possible a new level of

effectiveness, accomplishment and pride for businesses and individuals who

are committed to generating breakthrough results, whether the business is

small owner operated to large multi-national corporate organisations looking

for fresh approaches.

We approach performance challenges, by creating new ways of thinking at

the intersection of design, culture and business - it’s a thrilling combo of

neurological connections. Our portfolio of works elucidates the fundamentals

and the philosophy of Pilot’s Peak Performance methodologies - a compass

for measured approaches to empower success and enable breakthrough

results.

Our team at Pilot truly believe business is an important motivator – it gets us

into the engine room of human progress. Ideas fuel that engine - always

have - from the industrial to the information revolution; from the wheel to the

silicon chip. Ideas have always been the true currency of success. Everyone

has them... Pilot unleashes them.

Are You Ready to Fly?

3

case

stud

ies

Team New ZealandIn 1995 Team New Zelaand defied all the odds - they won the America’s Cup.

However, when faced with the challenge of repeating their win, and becoming a

mega event management company, they were confronted by a future that was

uncertain - Team New Zealand had new sets of challenges, iones they did not know

how to deal with, namely being in the business paradigm. Sir Peter Blake understood

profoundly the law of integrity and set about pulling in people to partner Team

New Zealand Sail to Sucess in the 2000 campaign fundamentally to cause a

breakthrough in the enterprises operating state.

CHALLENGE

Team New Zealand also had a major challenge in engaging the support of all New

Zealanders. There had been much controversy surrounding government funding and

the spotlight being solely on the Auckland region. Wendy Kennedy was approached

primarly as a communications and consumer buyer behaviour expert to ensure

people would support Team New Zealand.

PILOT SOLUTION - Breakthrough Peformance

To generate a communications framework that externalised the internal visiion of

Team New Zealand.

To develop a community and sponsorhsip campaign that fostered community in a

way that enrolled all of New Zealand into supporing Team New Zealand Sail to

Victory.

To generate a communicaitons campaign and promotional leverage strategy that

expressed the team’s inspirational dream externally and empowered the team to stay

true to their promise.

RESULTS

• The development of a communications framework that enabled Team New Zealand to engage the will of all New Zealanders into making the Boat go FASTER!

• The creation of the inspirational dream, ultimate challenge and focus, together with an emotional connector to use as a platform from which to generate communications.

• The development and funding of the community communications campaign - Team New Zealand Support Crew sponsored by Westpac Trust Banking Group. This enabled the PILOT team to represent and bring Team New Zealand to every community in New Zealand.

• Participation of every local city council in the support of Team New Zealand through running mini boat races with plastic yachts in local waterways ffor the public to participate in, thus raising funds to pay for youth sailing initiatives.

FEEDBACK

The strategic intent of Team New Zealand is to impact the economic

welfare of all New Zealand through sailing. The talents of Wendy Kennedy

and her team have contributed to and enabled our intent to be fulfilled. It

has been a priviledge working with Wendy - she has always delivered

ideas that inspire the future.

Sir Peter Blake

Innovative Market Solutions

Innovative Marketing Solutions (IMS) is a creative in-store demonstration, meal

solution and sales business specialising in “fresh and healthy” produce promotion.

IMS represent California Fruit Tree Assocition, California Table Grapes, Harvest

Natural Foods, Sunsprouts and an ever expanding portfolio of natural and fresh

foods.

CHALLENGE

The owners of the business are very experienced in the fresh produce sales

representation. Their team had ideas about how to bring new approaches to

promotional activity in this category; however didn’t have an access to turning their

ideas into reality. Their ideas were often put into the “too hard” basket and

opportunities to create new revenue streams were limited. Their challenge was to

transform their business from a sales representative business into an IP company

that offers a full suite of marketing solutions.

SOLUTION - Transforming the future.

Pilot facilitated a workshop with their key team with a key commitment to re-shape

the future of the current business and give people an access to a new perspective.

The engagement was designed to enable each team member to take a helicopter

view of the business, the market place, its clients and explore their points of view

about what was missing. The staff acively participated in re-shaping the future three

years of IMS. In the process everyone gained a whole new perspective on how their

bigger vision could be realised. New pathways were seen on how to accomplish

their vision and a new business was formulated. Their commitment was to set new

performance and quality benchmarks for the industry.

RESULTS

• IMS Business was reinvented with business infrastructures, strategic plans and forecasted projections

• Action plans were created with a very clear focus of activity for the first 18 months

• IMS Brand Artifacts designed and created

• Barriers and Constraints to turning ideas and hunches into reality were eliminated

• Staff took accountability for ensuring IMS was successful

• 100 day plans were implemented with IMS achieving 100% of its goals within eight months

• IMS has a portfolio of over 50 key brands and preferred supplier to Foodstuffs and Progressive supermarkets

• Promotional activity undertaken by IMS has resulted in a minimum of 35% increase in sales average

• California Fruit Tree sales increased by over 150% - the largest ever in the global market

• Finalists in the AMCHAM Business and Success Innovation Awards in 2010

• A community project “SCORE” was created for Active Schools - a programme designed to encourage kids to be more active through inclusive play, educate kids to eat well, train and develop leaders.

PILOT SERVICES DELIVERED

PPO Futures Strategy Planning, Brand Architecture and Creative Fusion,

Executive and Team Coaching, Mission Control Productivity and

Sales Training.

7

Flourish/California Tree Fruit Agreement - point of sale banners

7

Flourish/California Tree Fruit Agreement - Sunday magazine adverts

11

Flourish/California Tree Fruit Agreement - Sunday magazine adverts 2005

13

Flourish/North West Cherries - Sunday magazine adverts

HobecaHobeca is a supplier of industrial tools. Hobeca represent many world class

manufacturing brands and are one of the largest suppliers of industrial tools in the New

Zealand market. Hobeca has been in business since 1979 and is grounded on a strong

family culture, with loyal and longstanding staff.

CHALLENGE

After 30 years of trading, the owner of the business was handing over the reins to a new

generation. Transition can often be tricky business and often brings up emotional barriers

that limit success and often disempower leadership. As a solid business, with

longstanding staff, change was resisted. The challenge was to empower the company

owner to “let go” and enable the new General Manager to establish his leadership and

build confidence of the team to ensure a seamless transition.

PILOT SOLUTION - Re-Invention

Pilot created a multi-dimensional approach - Personal Transitional Coaching, Futures

Planning, Team Alignment and engagement, Communication Strategy and Design.

To ensure the new management team had the freedom to move forward, it was critical the

owner of the business had the “peace of mind” to trust new ideas and new management

styles. Pilot provided coaching to empower the owner of the business to move forward.

To build confidence in the new management style and vision, the Director was able to

participate in a futures strategy development programme, where he could contribute and

engage with the team in creating a new future for the enterprise. This enabled the

General Manager to lead the business into a promising future. To ensure alignment, the

longstanding staff were also given the opportunity to complete the past. The facilitative

approach gave people an access to a new perspective; in the two day strategic planning

workshop the hard questions were asked, blind spots were uncovered and people were

empowered to re-invent the future context of Hobeca.

After doing the critical thinking and re-inventing the business Hobeca now needed a new

brand that matched the vision, commitment and integrity of the team.

RESULTS

• The owner of the business had peace of mind that the appointed manager and family member had everything he needed to build on the success and reputation of the company.

• A visionary strategic plan was created by the executive team – for the first time in the history of the company.

• New communications artefacts were designed and implemented to match the context the staff created

• The General Manager had a map that could guide his leadership compass and also understand their performance challenges.

• Hobeca transformed its focus from being a supplier of tools to being a business partner, identifying the latest tool trends and providing all the solutions for the success of Hobeca’s customers and their customers, customers.

PERFORMANCE PLUS.

PILOT SERVICES DELIVERED:

PPO Futures Strategy Planning, Brand Architecture and Creative Fusion,

Transistion and Team Project Coaching

17

Hobeca - Stationery

Holm Engineered SolutionsHOLM Engineered Solutions is one of the world’s leading providers of small to

medium sized Above Ground Storage and Dispensing systems for hazardous

substances and fluids.

CHALLENGE

Design Engineer, John Holm had designed a range of above ground storage systems

that were revolutionary. John required financial resource and partners to take his

ideas to market. Prior to our relationship, John had suffered ill health and this is his

last chance to fulfill his vision and he was in a hurry!

SOLUTION - Commercialisation

In partnership with Profuzion Consulting, Holm Engineered Solutions (International)

Ltd was created as the company that would reignite John’s vision. The business

model was created, a new organizational structure, and an improved range of

products and new generation designs were engineered to enable sales to market

internationally. Venture capital activity was employed to raise funds to launch the

company. Hindsight is a wonderful cliché and this project has been challenging;

however the ability to realise the goal of being a key player in the global market for

environmentally compliant, above ground storage and dispensing systems for

hazardous substances and fluids, is being fulfilled. Profuzion Consulting must be

acknowledged for their expertise, perseverance, integrity and being unstoppable in

the face of challenging circumstances.

RESULTS

• Peak Performance Business and alignment strategy facilitated

• The ability to realise the goal of being a key player in the global market for environmentally compliant, above ground storage and dispensing systems for hazardous substances and fluids, is being fulfilled.

• HOLM brand architecture and brand artifacts created

• $500,000.00 venture capital raised

• Commercialisation of the HOLM IP has been achieved

• Business infrastructures, venture capital documents, IP valuations, Financial Management and governance delivered.

• Inspirational Dream is being fulfilled


PPO Futures Strategy Planning,

Brand Architecture and Creative Fusion, Executive and Team Coaching,

Profuzion Consulting Business Commercialisation and Acquisition

services

Engineered Solutions

Engineered Solutions

21

AccessmanWith his understanding of the practical requirements of the construction, electrical,

maintenance and trades industries, Ross Pickersgill identified a gap in the access

industry that was not maximised to its full potential by hire companies; access

equipment and machinery to make height-work easier. Central Rentals (Chch) was

formed to give people what they needed to make height easy and safe, and to reduce

operational overheads, particularly in the construction industry. Their challenge,

however, was communicating their ideas and developing a marketing strategy and

business plan that would make an impact in the market place to unleash the vision and

design structure for the business and create a communications strategy to support

vision being fulfilled..

PILOT SOLUTION - Envisioning

Pilot facilitated a workshop to tunleash he Central Rentals vision, and to formulate six

strategic outcomes on which to base its future growth and evolution. Of key

importance was the creation of a powerful corporate identity that would unify and

strengthen the business itself, as well as powerfully expressing its vision to the market.

RESULTS

• Central Rentals Limited now has a foundation business plan and communications framework to success and wealth.

• Central Rentals was restructured to become the trading network, and a new brand name - Accessman, with the positioning statement ”Making Height Easy” and the lovemarrk - emotional connector - “Hi High Hire” - was created to generate a breakthrough in marketplace awareness.

• Accessman logo and brand artefacts were generated to bring life to the Accessman brand name.

• Within 12 months the trading turnover tripled and as a result of the brand and marketing initiatives undertaken by Central Rentals, Accessman brand became the agents for Snorkel Access equipment, UK Nifty Life, Canadian Sky Jack and US MEC equipment throughout New Zealand.

• Seven Accessman franchise systems have been sold and are operating.

• Accessman is perceived as the leader in access hire equipment, and the business has expanded to meet the market’s demands, offering electrical and mechanical servicing, OSH training and, most recently, Accessman franchises.

• Within four years Accessman fulfilled the vision of the original business plan and it’s turnover has quadrupled, they are the number one access platform providers in New Zealand.

• Accessman Licensed System has been developed for international and national expansion in PILOT.


PPO Strategic Planning, Brand architecture and fusion,

Franchise infrastructures, Executive coaching, Media.

DesignastyleDesignastyle are importers and retailers of Ceramic and glass tiles, stone surfaces

and specialise in installation.

CHALLENGE

Previously known as Designa Ceramic Tiles, the owners were challenged by the

cheap copy cats that were emerging in the market. Prices were being driven down

by competitors and the owners confronted that unless they got clear about the

future direction of their business, and distinguished their competitive point of

difference business performance would flat line, and predictably decline.

SOLUTION - Unlocking Hidden Potential

Getting clear about who they were, what their competitive point of reference was

and why they did what they did was a starting point. Each person in the business

was passionate about what they did; we just needed to find a way to unleash the

passion and put it into a structure and framework that would stimulate their target

market.

Through a facilitated approach we unlocked the hidden gold in the business.

Together we created a five year strategy and in the process were able to transform

the business from being a tile seller, to an essential part of the design and creative

process - working with clients from the very beginning of a project through to

installation completion. The combination of design sense, access to importing

unique fashion tiles, new technologies and understanding installation challenges it

was obvious their IP would be valuable to architects, home owners and designers.

RESULTS

• Designa Ceramic Tiles was transformed into” Designastyle” re-positioning the brand

• New brand artifacts were created to express the new positioning, including design of the brand and communications artifacts

• Copycat cheap tiles and price discounting no longer became a focus; prices were able to be adjusted to represent IP and expertise value

• A new “designastyle” service was created for architects and design industry

• Sales increased within the first three months by 22% through architectural and interior design clients

Pilot services delivered;

PPO Futures Strategy, Brand Architecture and Fusion,

Profuzion Business Improvement Coaching Programme

27

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Designa Style - Promotional fl yers and magazine advertising

Min Sarginson Real EstateMin Sarginson Real Estate (MS) is a local Canterbury agency that specialises in

property in and around Lyttelton, Cass Bay, Governors Bay, Charteris Bay, Church

Bay, Diamond Harbour, Purau and Port Levy and now close suburbs of Christchurch

city including New Brighton areas, Heathcote and Sumner.

CHALLENGE

MS had a big chunk of the real estate business in this area. The challenge was

many of the corporate real estate agencies started to focus on the region and MS

were starting to loose their market share. The owner knew it was time to get out of

the cul-de-sac of 4P’s marketing and find new ways to create competitive value as

well as keeping staff empowered and loyal.

SOLUTION - POWOW!

Most agents work independently and often compete with each other internally, for

listings. The owner needed to understand the team perspective. We designed a

two day engagement where the agents were able to be in dialogue with each other

and the owner of the business to express their views and distinguish personal

barriers to performance. Together, they unravelled the knots of conversations that

were limiting performance as individuals and a team. The team created a game plan

to maintain their competitive advantage and build on the solid foundation of the

past. Taking into consideration the commitments of the business and individuals

RESULTS

• The team distinguished sales barriers and performance constraints and were able to interrupt predictable patterns. They actually got to the source of their own performance.

• The owner discovered that the presentation of the company was dated and team were unhappy about this but no-one said.

• Pilot was commissioned to re-invigorate the brand

• The business changed its business model to a new real estate model that expanded profits; gave staff the financial security and peace of mind of a fixed salary and the business an access to generating decrease of overhead.

• Sales went UP.


Cultural Audit and Context Management, Mission Control Sales,

Brand Architecture and Fusion, Personal Coaching

31

Min Sarginson Real Estate - Property Magazine advert and signage

Profuzion ConsultingProfuzion Consulting is a professional business consulting agency that provides business

improvement services to the SME’s throughout Australasia. They are a non-traditional

practice and offer a full suite of strategic, business improvement and acquisition

management services.

CHALLENGES

The business was borne out of a collaboration of three consultancy practices with three

different areas of expertise; human interaction and strategic services; business

improvement services and succession planning. These are three very distinct services;

however with the complimentary services offered the market a compelling proposition.

The challenge was communicating to the market who they were, what they offered, how

they were relevant to the customers’ business and why they were converging.

SOLUTION

A futures planning process was adopted to shape the future direction of the business;

reveal any blind spots and design the context for being in communication.

RESULTS

• The three partners were aligned and created the strategic plan for the business up to 2011

• A brand name was created “ProFuzion” (professional fusion) together with logos and stationary, signage, etc

• The services offered were kept distinct to allow for flexibility but were named P3, B3, F3

• Communications strategy was designed and implemented


PPO Futures Planning, Brand Architecture,

Creative communications campaign and strategy

IP development

35

Profuzion - B3, F3, and P3 promotional fl yers.

Lifeline SystemsIn extreme circumstances, occupants of high rise buildings can be trapped when

conventional means of escape are no longer usable.

Lifeline Descent is the world’s simplest and most effective safety solution to escape.

Designed by South African Engineer in response to watching people jumping out of the

World Trade Centre in 9/11; he set about designing a last resort escape device that

exceeded all world safety standards.

CHALLENGE

After spending millions of dollars, in the development of prototypes, certifications and

perfecting the device, there was market resistance; people questioned whether they

would ever need a last resort escape device. Even Health and Safety practioners were

unsure of the need for a product such as this and questioned its value despite

endorsements from Fire Services, Engineers and Military. The owners were frustrated

but unwilling to give up. Our key question: What’s Missing the Presence of Which Would

Make the Difference?

PILOT SOLUTION - Innovation in action

Firstly, there was no strategy for taking the device to market. We worked with the

Managing Partner to identify who were the customers, why would they buy, what markets

are most vulnerable. We then undertook market research to understand the target

audience perspectives. What we discovered was; the current communication methods of

going to market were by power point presentations with great facts and figures, lots of

mechanical features and benefits. The audience already knew facts about safety

standards and what happens in emergency situations and related to their presentation

as a good idea but……their audience was not listening – they were listening to their own

little voice that said “I know this already”.

We designed a communications programme that enabled people to emotionally connect

to the benefits of the device, demonstrate how it worked and showcased features of the

device that is distinct from any other product in the world. Ironically, all the artifacts and

film production for demonstration DVD were created out of Christchurch by our team.

RESULTS

• Lifeline Descent was successfully launched in Singapore to military, police and emergency workers with outstanding success

• Lifeline Descent Agents were appointed for South Pacific regions

• Lifeline Descent Communications artifacts were created and implemented

• Lifeline Descent now is a feature of many high rise hotels, used in military situations and by fire services in the South Pacific


Market Research, Communications Strategy, Brand Architecture,

Digital Media – film production, business planning, ideas think tank

39

Lifeline - Promotional fl yer.

AtspecAtspec are an electrical company, offering IN-SERVICE SAFETY INSPECTION

and TESTING of electrical appliances and RCDs (Residual Current Devices). With

years of experience, libraries of documents and procedures and cutting edge

technology systems Atspec lead New Zealand industry in ensuring people’s safety.

CHALLENGE

The owners of the business are electrical inspectors. They were not happy with

electrical testing procedures and responded to new legislation around safety

standards as an opportunity to provide the market with the best, safest,

measurement electrical testing available. Understanding the challenges of safety

testing for electricians and record management, the owners developed

technologies that made testing easy, trackable and most importantly, safe. They

invested over $80K in a franchise system that they couldn’t sell.

PILOT SOLUTION - The Context is Decisive!

Whilst the challenge was perceived as sales and marketing, what became clear was

the owners were misaligned on how they saw the future of the business. A strategy

and context management planning session was held, to reveal blind spots, give the

owners to get authentic and re-examine their views from a personal, business

partnership and marketplace perspective.

Franchise systems were audited and re-organised to align with the strategic intent.

Brand Systems were designed and implemented to support franchise sales and

operations.

Leadership capability programme was designed for the owners

RESULTS

• Within eight months 10 Atspec Licences were sold as a result of the new franchise support packages at double the price they were originally asking.

• Atspec have the reputation of being leaders in their field and Atspec system is in demand by companies nationally – they are an icon brand in their industry


Alignment and Context Management frameworks, Brand architecture

and communications planning,

Leadership Capability coaching and development, Franchise audit

43

Atspec - Stationery and appliance test icons

Morgan & PollardMorgan and Pollard are a Christchurch Icon Company offering a range of landscape

services that include;

• Landscape Architecture

• Landscape Animation and Visual 3D viewing

• Landscape Contracting

• Landscape and Tree Maintenance

• Ready lawn and Ready Tree

CHALLENGE

Morgan and Pollard’s brand artifacts were dated and not a match for the outstanding

design, depth of experience of the owners and staff, and of the value they offer the

market.

The challenge was to re-invigorate the brand and vividly express the brand value.

SOLUTION - Show Off

A brand architecture programme was implemented to reframe how Morgan &

Pollard were viewed by the new generation, respecting the best of traditions of the

past and express the promise of the future. The look of the company was

re-designed from brand logo, stationary, signage, website, marketing artifacts.


Brand Design and Fusion including management and co-ordination

of production.

47

Morgan+Pollard - Group logos

KaleidoscopeProject launch, New Zealand Spinal Trust, Alan Bean Centre

Burwood Hospital, Christchurch

CHALLENGE

The New Rehabilitation was receiving a lot of resistance from government funding

agencies and the medical industry, mainly because it was steering patients away

from traditional practice.

Our challenge was to create a communications structure and framework to enable

the NZ Spinal Trust’s New Rehabilitation to gain credibility, thereby gaining the

acceptance of government and medical agencies for funding and implementation.

PILOT SOLUTION - Alignment

Pilot designed a process to uncover major operating blind spots, and to general a

framework for cultural alignment amongst all parties. The next step was to create

new ways of communicating to the market place, including brand name, positioning

and emotional connectors for communication. Pilot generated a future-driven

business plan underpinned by clear strategic objectives for the project.

The intent of the project was to generate a brand name for the project and strategic

outcomes for fulfilling an inspired future, together with a 100 day rolling game plan

that generated actions to fulfil the future that was envisioned.

RESULTS• The foundations of sustainable business practice were also set down during this time, and a network of co-operation between this and other rehabilitation suppliers began to take shape. Using this network, The New Rehabilitation began spreading its vision amongst the business communities on whose support it will depend in the future.

• The New Rehabilitation project generated a new brand name, positioning statement and lovemark - “Kaleidoscope - Opportunities for Living”.

• A business plan was created outlining the fundamentals of the programme and a strategic pathway for the future.

• Alignment between government agencies, the medical community, caregivers, programme facilitators and people who have been rehabilitated was established, and a framework to communicate their shared vision was created.

• New openings for action were established through the 100 day rolling game plan and Kaleidoscope was nominated for a number of prestigious health innovation awards three months after its establishment.

• Kaleidoscope generated a breakthrough funding result with ACC, and forged cross-functional partnerships with suppliers who had initially been resistant to their ideas - people were naturally engaged to participate and be part of the Kaleidoscope project because of the commitment and passionate communication demonstrated by those involved.

• Kaleidoscope has now created the structures and delivery systems to offer a programme that really works, and won the Health Innovation Award in 2004.


PPO strategic planning process, Executive coaching,

Brand architecture and fusion, Communications strategy,

Cultural alignment services

There are some people in this world who are rare and have special gifts.

Wendy, you are one of those people. Words cannot express the

difference you make and will continue to make - may you live long and

reach many people - thank you.

Professor Alan Clark - Chairman - New Zealand Spinal Trust

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