2006 Australian Catalogue Awards
HopeAD entered the annual Australian Catalogue Awards for 2006 in March of this year. While not achieving a major award this year. We are very pleased to advise that our entries listed below were assessed as being at a high standard within their category and have each been awarded a Highly Commended certificate.  

GJ Gardener Homes: Within the Series Category for the Prestige Series of presentation folders.

Ivanhoe Grammar School: Within the Education Category for the Ivanhoe Tabloid

We would like to thank our clients for the opportunity and briefs that have enabled us to create challenging and interesting pieces.
Again, our congratulations to everyone within HopeAD who worked on these projects and our clients, on the quality of our catalogue entries.

HOPEAD SCORES 96.82%

“Anything above 80% is regarded as exceptional and reflects outstanding customer service” according to Geoff Harwood, Director, Australian Achiever. One of the comments Australian Achiever received from a Hope AD clients was:

“They are very prompt and passionate in their dealings with us. They are very understanding and experienced and have great product knowledge. They bend over backwards to please – excellent customer service.”

Thank you to those clients who participated and provided their kind comments. We look forward to building an even stronger and more efficient customer service platform for all of you.

Annual inaugural HopeAD nine hole challenge.
After a half day of work, we tee’d it up for the first Annual inaugural HopeAD nine hole challenge. So we packed a fridge-full, some cigars and a 4 carloads of Hopesters, took a deep breath and headed to the Albert Park golf course.

Teams where chosen, handicaps devised, alliances made, talk was cheap.
As the drinks flowed and the carts rolled on (5 metres at a time), this gang of Comrades received a proper welcome to the world of golf.

The team of Jeremy, Paulina and Theo had cleaned up for the day, winning the days event and picking up nearest to the pin on the 8th. Paulina took out the straightest drive on the 6th after the ball only travelled five and a half metres.

Then it was back to the new HopeAD bar, yet to be named, for a BBQ and drinks. All in all a great day was had. Congratulations to Mitchell Hope who joined in on the day.

Question: Why does my printed work look different to what’s on the screen?

Answer: Printers and screens use fundamentally different methods of colour representation. All displays, including TVs’, whether LCD or CRT, use a black canvas to start with, where printed material starts with a white canvas.

Monitors add colour by shooting Red, Green or Blue light through holes in the black canvas to represent colour on your screen. Printed material is produced by subtracting reflected light off the paper to show a mixture of Cyan, Magenta, Yellow and Black (known as K), therefore the more inks the less light is reflected.

Artwork is printed in CMYK because of the greater colour variety and accuracy given compared to RBG.

If you have a question. email us at info@hope.com.au

Build Better Business with better Branding
Branding is the overall intellectual and emotional impression people have when they think of your company. It helps people remember that your business provides the perfect solution to their problems. Your branding strategy is an essential element of success. It should be reinforced during times when business is booming and when sales are slower.

Remember, branding is not about what you think about your company and products; it’s about what customers think. People will have a perception about your business. The question is: Are you managing the message?

Branding is a strong and consistent message about the value of your business. It is a combination of everything your company uses to present itself. Here are a few key elements to analyze and enhance in your branding strategy:

1. Professionally-designed materials: Your marketing materials (logo, stationery, ads, and the like) should tell customers your company is strong, confident, and credible. Be sure to reinforce your company’s image and positioning over and over and over.

2. Consistent advertising: Develop a tagline to succinctly describe your company—and use it! Develop a campaign that can provide different messages, but is recognizable as your brand.

3. Excellent customer service—always! Make sure your entire staff positively represent your business image to reinforce the emotional component of branding.

4. Outstanding website: Make it easy for viewers to navigate and understand. Let visitors know what your company does and why they should care. Provide compelling, succinct, and interesting content.

5. Differentiate: Make sure your customers and potential customers understand why you are different from the competition. You want to establish a superior benefit with your target audience that encourages long-term loyalty.

ACTION ITEM
Take a good look at your company’s marketing message. Make sure your branding strategy (marketing materials, advertising, sales, customer service, logo, etc.) reinforces a strong, credible, and consistent image.

Welding’s bright spark
It was the single fastest progression from a business idea to a successful running business that we’d seen here at HopeAD.

“I have a business, I need some brand development done for it, I want it to stand out and I want it to be successful.”

The business is a welding supply retailer. Within a week, HopeAD developed “The Weld Spot”, and two days later had developed their logo, stationary designs, colour scheme, brand standards and car & building signage came shortly after. Three weeks after coming up with the name we had a TV commercial in the can and by mid January, The Weld Spot opened its doors.
Trading started in mid-January in Morewell and in the three months since, The Weld Spot has taken close to a 50% market share, forcing two established competitors to stop supplying welding retail supplies, and giving a big fright to the major player in the area BOC Gas and Gear.

Hat’s off to Tim Brown of MMS for a brilliantly executed plan. We have been very impressed with his ability to push a project from concept to fruition, and we look forward to the growth of the business in the future.