Elders Limited
challenge
Elders Ltd is a leading Australian and international agribusiness focused on delivering a comprehensive portfolio of products and services to Australian primary producers and domestic and global customers.
Elders became a major client of the Adelaide office of Porter Novelli in the year 2000 when the company was engaged by Elders to develop and implement a communication strategy to launch Elders Rural Bank. The overwhelmingly successful launch of the Bank became the catalyst for an ongoing business relationship between Porter Novelli Adelaide and all divisions of Elders.
Being such a large and diverse business which deals with clients, suppliers and customers throughout the world, Elders requires from Porter Novelli a service that is both efficient and effective in communicating the company’s key messages both internally and externally.
solution
Porter Novelli Adelaide now works closely with Elders on a daily basis, assisting the company at regional, state, national and international levels to promote various activities, initiatives and company developments.
Porter Novelli is relied upon by the Elders marketing department for strategic input into company positioning and stakeholder relations and for development of internal and external communications.
Porter Novelli is active in servicing all divisions of Elders, including Elders Rural Bank, Elders International, Elders Wool, Elders Insurance, Elders Trustee, Elders Meat and Livestock, Elders Real Estate, Elders Grain and Elders Merchandise.
results
Since playing a significant role in the launch of Elders Rural Bank in 2000, Porter Novelli has been responsible for the successful development and implementation of various communications strategies and campaigns on behalf of Elders.
Such initiatives include the external launch in 2005 of Elders’ dedicated weather website, eldersweather.com.au, resulting in an overwhelming response from media to promote the website.
Porter Novelli devised an effective program in 2004 to raise the profile of the company’s expanding operations in China. From a business perspective, the concerted public relations exercise resulted in an inundation of inquiries from Australian and Chinese companies interested in doing business with Elders China.
More recently, Porter Novelli has been heavily involved in the national launch of the Elders Landcare Farming Partnership and ongoing promotion of the joint venture.