1. CASE STUDY
INTERFLOW’S CUSTOM BOOK
CELEBRATING 75 YEARS
[NOVEMBER 2011]
HOW TO USE YOUR COMpANY’S
ANNIVERSARY AS A MARKETING TOOL

2. INTRODUCTION
INTRODUCTION
Working with Great Southern Press Infrastructure Marketing Solutions, Interflow
created a book to use in their 75th year celebrations in 2011.
This case study looks at how Interflow created a custom published book that helps meet
their marketing needs.
Interflow is a leading provider of repair, restoration and renewal services for non-pressure
pipelines in Australia and New Zealand. It was established in 1936 as General Constructions
(GCs) by Harold Weaver. The company has grown and developed over the years, and today
Interflow is focused on trenchless rehabilitation projects.
Throughout its history, Interflow has demonstrated a strong role in innovation within the
trenchless industry, importing the first Barber-Greene from the USA in 1938, while it was
still GCs. Over the years, the business grew to extend its range to sewers, water supplies,
oil and gas, and has been recognised in various industry awards.
Today it is still run by the founding Weaver family and is celebrating its 75th year of Interflow 1950s
operation in 2011.
Interflow 1970s Interflow 2000s
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3. OppORTUNITY
There are many
innovations and people
OppORTUNITY
that made Interflow
As a company with a long and successful history, Interflow had the opportunity to tell its
story to its staff and other key stakeholders. By doing so, they could demonstrate the many what it is today, and
years of industry experience and expertise in trenchless rehabilitation and reinforce their they deserved to
credibility as pioneers and innovators in the industry.
be recognised.
There was also the opportunity to celebrate the past and look forward to the future, and
recognise the staff that contributed to Interflow.
As Joe Puglisi, Product Manager at Interflow notes, “There are many innovations and people
that made Interflow what it is today, and they deserved to be recognised.”
Interflow wanted to bring the organisation’s history to life, as well as reinforce their image
and reputation.
Three goals:
Interflow had three specific goals for the book:
1. Celebrate its history and recognise staff that contributed to its success
2. Enhance Interflow’s brand identity as an industry innovator
3. Tell others about their past and current success stories.
Joe Puglisi
Product Manager, Interflow
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4. SOLUTION
SOLUTION
Interflow approached Infrastructure Marketing Solutions with a proposal for a custom
coffee table book, filled with the innovations and people that made Interflow what it is today.
A book can be a strong marketing tool as it brings your company to life and establishes
credibility and experience through history.
“We wanted to show all the innovative technology and fantastic characters that have contributed
to the success of the company. And what better way to highlight them than through pictures?”
said Joe.
While Interflow had the images and records needed to put a great book together, they realised
that they needed to find a publisher who had two things – custom publication knowledge, and
an understanding of the specialised trenchless industry.
“We chose to work with Infrastructure Marketing Solutions because of their knowledge about
trenchless technologies, the work that they do in the industry and their publication expertise,”
says Joe.
Along with the book, Interflow also threw a dinner in celebration of 75 years, where all guests Jacinta Hannaford
received a copy to take home.
Industry Marketing Manager
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5. RESULTS
RESULTS
The result was an A4 coffee table book full of pictures and captions, taking readers on a journey
over the decades. We’re extremely
“This is a book that will make Interflow people very proud of the company they work for and happy with the entire
at the same time show the industry that Interflow’s longevity is built on our three core values: journey of the
competency, honesty and reliability.”
book production.
“We’re extremely happy with the entire journey of the book production. From the early stages of
Joe Puglisi, Product Manager, Interflow
concept and design, to content inclusion and ultimately the quality of the finished book, Industry
Marketing Solutions did a fantastic job throughout the process,” says Joe.
CELEBRATING CELEBRATING
INTERFLOW: CELEBRATING 75 YEARS
INTERFLOW: CELEBRATING 75 YEARS
1936 - 1939 1936 - 1939
75 YEARS 75 YEARS The price for excavation at the time was 2 shillings
per cubic yard of soft ground. For the Barmedman
Sewerage Project completed in 1939, a total of
9,348 cubic yards was excavated. However with
the high amount of hard rock encountered, the
18 shillings and two pence.
Harold Weaver initially set up business at his home in Maroubra, NSW, and After the success of Northbridge, the company won projects throughout
sewer reticulation for MWS&DB. At that time, trenches were New South Wales including the construction of West Wyalong Sewerage,
At the time it was the tallest building in Sydney at twelve storeys high. excavated by hand using pick and shovel, and in the rock water supply pipelines in Northern and Southern Riverina, Singleton
trenches only compressed air-operated jack picks were used. Sewerage and Grafton Sewerage. GCs also expanded its expertise into
The deeper trenches were supported using timbers where necessary. pump stations and treatment works in places like Lismore in northern New
heads out of the window on Castlereagh Street and talk to each other. South Wales. The company had an outward-looking approach and was always looking
for ways to improve its productivity. In typical leading style, GCs
During excavations of deep sewer lines at West Wyalong, one of the crews
struck a gold seam. Harold promptly took out Miner’s Rights for the area This multiple bucket-and-ladder type production trencher, was
and the trench line did take a slight detour to follow the reef, but the seam
eventually disappeared and the crew went back to laying pipes,
regrettably without the pot of gold.
6 CELEBRATING 75 YEARS CELEBRATING 75 YEARS 7
Interflow_Template.indd 6 3/10/11 4:58 PM Interflow_Template.indd 7 3/10/11 4:58 PM
Front cover Back cover Inside pages
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6. THE SECRET TO SUCCESS
THE SECRET TO SUCCESS
Interflow and Infrastructure Marketing Solutions worked very closely in a partnership, which
resulted in a professional book that closely matched Interflow’s style while still creating a
separate identity as a special publication.
Interflow chose to work with Infrastructure Marketing Solutions because of our wide range of
services, flexibility and partnership approach to working with clients. Enjoying a strong sales
and editorial relationship with Trenchless Australasia, which is owned by the same company as
Infrastructure Marketing Solutions, Interflow felt that Infrastructure Marketing Solutions was
the best group to hire for the job.
What you can learn from the case:
1. Hire someone who understands your industry
Trenchless and other infrastructure technologies is a specialised area of knowledge. It can take
a long time for a nonspecialist agency to completely understand the different aspects and terms
of the industry. If you can find someone who speaks your language, you don’t have to spend
valuable time explaining things to them.
An agency that is already familiar with an industry doesn’t have to spend precious time
researching it, as they already have all the information. This results in efficiency and a
professional standard of work that is cost effective. Infrastructure Marketing Solutions was able
to complete the book in just six weeks because we didn’t have to keep checking what terms and
acronyms meant in the editing phase.
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7. Infrastructure Marketing
Solutions has all
THE SECRET TO SUCCESS
marketing services
under one roof, so you
2. Find someone who can do it all for you, so you don’t have to manage different suppliers
only have to deal with
one supplier.
Creating a book (or any marketing campaign) can be a large project, and keeping track of
multiple suppliers can be a job in itself. Let’s face it – although a book is a fun project, it’s
usually not the main focus for your business, so you don’t want to spend all your days getting in
contact with writers, editors, designers, printers and distributors.
Because Infrastructure Marketing Solutions houses all of these services under one roof,
you only have to deal with one supplier, freeing up your time to focus on what truly matters
for your business.
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8. THE SECRET TO SUCCESS
3. Find a provider who works with you as a team
If you find an agency brings exciting, new ideas to the table, your work will be a lot easier. It will We collaborate with our
also create the trust you need to leave them to their jobs, which is important for the successful clients and work with
creation of communication pieces like custom books and magazines.
you as a team.
Infrastructure Marketing Solutions’ parent company, Great Southern Press, is a company built
on industry partnerships. We have always aligned our success with the success of businesses
that we work with.
Because we collaborate with our clients, we work with you as a team, for strong results.
The benefits of a book:
• Brings your organisation to life
• Reinforces brand identity
• Enhances image and reputation
• Promotes, new projects as well as past successes
• Positions the company as a thought leader and pioneer in the industries you work in.
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9. CELEBRATING
INTERFLOW: CELEBRATING 75 YEARS
GETTING YOUR OWN CUSTOM BOOK 75 YEARS
YOUR OWN CUSTOM BOOK
If you’re thinking about producing a custom book to celebrate your company’s anniversary
(or for any other reason!), we recommend considering the following:
• What will the book be about?
• What do you want the focus of the book to be?
• How will you gather the information and images needed?
• What type of content will be included in the book?
• How will you go about getting the book created?
• Who will research, write, edit, design and print the book?
• What is your budget?
Talk to us at Infrastructure Marketing Solutions and we’ll help you produce and publish
your custom book. For more information call Tim Thompson on 03 9248 5100 or
email tthompson@gs-press.com.au
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10. ABOUT US
ABOUT US
ABOUT INFRASTRUCTURE MARKETING SOLUTIONS
We create engaging marketing and communications solutions specifically for businesses in the
infrastructure industry.
Working with one of our strategic advisors, a marketing communications plan can be
customised for your unique situation and implemented to provide marketing solutions that work.
It’s because of our infrastructure knowledge that you can be confident that we can create
solutions that will get your company noticed.
For more contact: Tim Thompson, Sales Manager, tthompson@gs-press.com.au
or Jacinta Hannaford, Industry Marketing Manager, jhannaford@gs-press.com.au
ABOUT GREAT SOUTHERN pRESS
Great Southern Press is a company built on partnerships with industries. We align the success
of our business with the continued growth and expansion of the clients we work for. Our unique
expertise and access to a range of industries means we can execute integrated marketing
communication campaigns across a variety of platforms, including video, magazines and social
media, to ensure that you reach new and existing customers for a higher return on investment.
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11. CASE STUDY
click here CONTACT
to download
our brochure Great Southern press
Infrastructure Marketing Solutions
GPO Box 4967
Melbourne VIC 3001
T. +61 3 9248 5100
F. +61 3 9602 2708
E. tthompson@gs-press.com.au
W. trenchless-australasia.com/services