Backtobasics Communication

Recent Projects

Project Management Institute Australia Conference 2015

Marketing Communication Program


Challenge: To communicate the value of project management to stakeholders thereby assisting the Project Management Institute Australian Chapters (PMI), hold a successful national conference in Brisbane. To source relevant information, speakers and set up opportunities to encourage media organisations and project professionals to promote project management and in turn the Conference. Challenging factors included working with a volunteer organisation strapped for time and resources.

Strategy: Build momentum for the Conference by highlighting the achievements of sound project management globally and addressing areas in which professionals need to improve to service the needs of industry and the general community. Backtobasics Communication Services worked with PMI Qld chapter to deliver a world class conference which attracted a high calibre of industry and community leaders. The first marketing communication initiative was to hold a Pre-Conference breakfast event which galvanised all stakeholders and created a buzz leading up to the Conference. The second was a sustained media relations program which involved sending out communication to media organisations and organising interviews for high profile Conference speakers including Ann Sherry, Executive Chairman, Carnival Australia, Bernald Salt, Professor David Hood and PMI Qld President. This strategy allowed the PMI to increase brand profile, expand the conversation about issues relevant to the community, and gain media coverage for the Conference. Social media was also used to build a strong fan base to share stories of success, discuss issues and encourage attendance.

Achievements: Successful conference attended over 350 delegates. Overall PMIAC 2015 media campaign helped to raise the profile of the Project Management Institute in Queensland and nationally and internationally through quality articles in mainstream media including: ABC radio, The Courier Mail, Sky News & Channel 7 News, plus industry magazines. High levels of reach and engagement achieved through social media channels, Linkedin, Facebook, Twitter, creating a solid base for the PMI Adelaide chapter to build upon in 2016.

PMI Australia Conference 2016: Following on from the success of the Conference in Brisbane, Backtobasics Communication Services was engaged to assist the PMI Adelaide Chapter promote the national conference in 2016. With our support, the Conference achieved $100K in sponsorship (an increase of $40K) and an additional 50 delegates. Due to budgetary constraints the marketing communication strategy utilised primarily social media channels to promote the conference and explore issues relevant to improving the role of project management for professionals and the industry.


Martin McKern
Adriana and BacktoBasics were engaged by PMI Qld to support our hosting of PMI's 2015 National Conference, and we couldn't have been happier with the result. Adriana and her team were patient, creative, and positive every step of the way, working tirelessly with all our people. We achieved a better than hoped for result with TV, print and social media coverage because of their work.
Martin McKern
Chapter Vice-President / Board Vice-Chair, PMI Queensland
Robyn Antill
As a Director of PMI Queensland Chapter, host Chapter for the Australian Chapter PMI Conference 2015 (PMI AC 2015), it was my job to secure the services of an organisation to help us with the Marketing and Media Communication. I was extremely pleased when we engaged the services of Adriana Summers and Backtobasics Communication Services to help market and promote the Conference. Adriana Summers provided expert advice on media communication strategies and delivered quality content which helped to communicate core messages about PMI and the PMI AC 2015 conference. Though her media savvy and persistent efforts, PMI Qld was able to raise the profile and brand of PMI amongst industry leaders, government and project managers. Backtobasics Communication Services achieved radio coverage, print media article for the PMI and the PMI Australia Conference 2015 and even a segment on TV. I was impressed with her professionalism and her ability to continually provided value-added services beyond the brief. I would confidently recommend Adriana and Backtobasics Communication Services to assist any organisation with their marketing and communication strategies.
Robyn Antill
Board Director, PMI Queensland
Scott Pearce
We are very grateful to Adriana and Back to Basics Communication for their services and work they have done with us for our two National Conferences. She has met our requirements and delivered beyond expectations to our stakeholders. Without BacktoBasics we wouldn't of been able to uniquely market our image and develop an effective marketing strategy with tools that communicate to our sponsors and members and opened up our networks. I would highly recommend their services and look forward to using them again in the future.
Scott Pearce
Vice-President, PMI South Australia

Conference Material

PMI 2015 Conference

PMI 2015 Conference Programme

PMI 2015 Awards Dinner

Articles about the Conference

Conference Photographs


Toowoomba Gardenfest 2014

Go Fresh Go Green - Community Engagement & Media Program

Garden Fest - Backtobasics Communication Services

Our Challenge: To inject new life in the Toowoomba Gardenfest 2014 and to increase attendance. The festival was being self funded by Plan Ahead Events with inkind sponsorship from Toowoomba Council and Southern Cross Institute of TAFE (SQIT). Consequently, we needed to attract new sponsors, a higher number of exhibitors and attendees to be profitable.

Strategy: Backtobasics Communication Services developed a comprehensive community engagement and media program to reinvigorate a 30 year old gardening community event. Our strategy was to attract a wider audience by focusing the community’s attention on eating fresh and buying or growing locally produced food. We worked with Plan Ahead Events to develop sponsorship packages and engage new exhibitors, presenters and sponsors. Backtobasics Communication facilitated additional food segments using local chefs, producers and talent. We held a launch one month prior hosted at SQIT with the Lord Mayor of Toowoomba as special guest to attract media and acknowledge sponsors. An official opening for the festival acknowledging sponsors and supporters was held on the first day of the festival. This showed that Gardenfest had a high level of support and endorsement from government and the community.

Achievements: Backtobasics Communication Services assisted Plan Ahead Events to attain media sponsorship from Southern Cross Ten, Radio 4GR and The Chronicle, plus inkind donations from Harvey Norman and local companies. A regional media campaign resulted in media coverage on regional TV, newspapers and radio. Overall delivering sponsorship and publicity value of over $25,000. Backtobasics Communication provided copywriting support and produced quality marketing materials to promote the event.

Unfortunately, as Gardenfest was held outdoor on the SQIT oval leaving some areas exposed and affected by severe bad weather which impacted on attendance. The location for the festival was part of a sponsorship arrangement and could not have been changed for 2014, however, a new location was sought for 2015.

Jenny Marsden
Adriana Summers, Backtobasics Communication Services provided valuable assistance to Plan Ahead Events to secure sponsorship and publicity for Toowoomba Gardenfest 2014. Adriana actively sought opportunities to value-add to the festival and tirelessly worked to help attract sponsors, presenters, exhibitors and attendees. She is media savvy and developed a strategic media program to gain publicity through electronic and print media in South East Queensland. Plan Ahead Events gained media sponsorship and publicity for the festival delivering more than $25,000 in inkind funds and value. The media program helped to raise the profile of the festival and reach thousands of people. Adriana is a skilled communicator and wrote articles for distribution to the media, newspaper spreads, adverts, posters and flyers. I greatly appreciated her passion, dedication and most of all her counsel in tackling difficult issues. I highly recommend Backtobasics Communication Services to any organisation seeking to build their brand, attract delegates and achieve a successful event.
Jenny Marsden
Kerry Brocks
Adriana is extremely good at recognising opportunities to strengthen awareness of the institute and communicating the benefits we provide. She is also very good with identifying and making useful connections with potential members and people we can collaborate with to grow our business.
Kerry Brocks
Sean Kays
We engaged Adriana Summers to assist us in developing a targeted marketing campaign plan, to actively grow our QLD business. Adriana has a wealth of knowledge, and patiently worked with us to focus our ideas and develop a clear strategy, which is something we lacked prior. Adriana continues to provide us with ongoing support and advice as we roll out our marketing plan. We also engage Adriana for her exceptional copywriting skills for direct mail outs. We find Adriana to be very easy to work with in her approach, and she brings a fresh perspective to the table every time. BacktoBasics Communication Services has undoubtedly improved the way we market and communicate with our current and future clients, ultimately assisting us to strengthen and grow our business in Qld.
Sean Kays
Queensland State Manager, The Information Management Group
Ivan Dennis
I was recommended Adriana's services through a mutual professional relationship. In this regard I'd recently taken over marketing duties for TIMG and it's been a long time since using my marketing degree, So I needed some help and quickly, just getting into the 21st Century! Adriana has done a fantastic job starting us down the path of a proper social and digital media strategy, understood our brand and helped us create some great content. Adriana is very direct and results focused which has been perfect for me as I have the tendency to stray off topic! I'd happily recommend Adriana.
Ivan Dennis
Western Australia State Manager, The Information Management Group
Dr Carla Tromans
I met Adriana at the Brisbane Inner West Chamber of Commerce where she did a presentation about her work and company BacktoBasics Communication Services. As I am a business card collector, I contacted Adriana to scope a project of developing collateral for the University Colleges of Australia and ultimately the construction of a new website. Adriana is patient and professional and completed the project to a very high standard. She is creative in thinking and was able to guide us in making sound and realistic decisions for the future of the association. Highly recommended would be my overall review.
Dr Carla Tromans
Keith Foreman
For the past few months, Mino IT has engaged Back to Basics Communication to help them with their marketing. Adriana has helped give us clear direction in our marketing strategy and in particular on our website creation, social media and direct mail campaign. Adriana has been quick to understand our business and provide innovative marketing ideas going forward. She has remained engaged with our business by providing current relevant information.
Keith Foreman
Sales & Marketing Director, Mino I.T.
Denitza Genova
Adriana helped us to find clarity in our marketing tactics and streamline our approach to market. If you are looking for direction as well as practical, effective steps to execute your marketing strategy, Adriana will asks the tough questions that challenge your thinking, which is critically important, when, as a business owner and manager, you are so close to your business and products. This is a very refreshing and much needed attitude that everyone should seek from an external consultant. Adriana uses a systematic, planned approach to marketing and one which is also highly targeted to the customer’s needs and yet simple enough to execute. I was also impressed with Adriana’s ability to quickly and with little help grasp the intricacies of a complex and innovative product and in a short period of time to craft messages that represented successfully both the service supplier as well as the potential customer. If you need clarity and a real boost of your marketing efforts in a cost-effective and efficient way use Adriana’s services with full confidence.
Denitza Genova
Director, Business Dynamics
Chris Eichberger
Adriana is a fantastic communicator. Working to her briefs and under her instruction I was confident of a strong and effective result. She has a friendly, professional and refreshing management style. I look forward to the opportunity to work with her again in the future.
Chris Eichberger
Creative Director, Feathercap
Dominique Cassidy
Adriana not only brings a wealth of knowledge to her work but a huge amount of energy and focus. She is an excellent multi-tasker and manages to fit a huge amount of work into each day. Her knowledge of PR and community engagement was a great help when managing clients together.
Dominique Cassidy
Head of Client Engagement and Marketing, Millennium Charters

Past Projects

Cairns Regional Council, Water & Waste Management Division.

This $300K project involved developing and implementing an education and community awareness campaign for residents in the Port Douglas and Mossman area, to help communicate water conservation measures being implemented by the Cairns Regional Council. Adriana was part of a team of consultants, at Marketplace Communications, New Farm (June to Dec. 2011) who developed a three-phase communication strategy which aimed to inform the communities of the need to save water, encourage behaviour and attitudinal change, and then reinforce water conservation behaviour. As Account Manager, Adriana was primarily responsible for managing this account with direction from the Managing Director and assistance from a Marketing Assistant. The campaign involved:

  • Highlighting issues and monitoring media and public response to the campaign
  • Developing a campaign logo, theme and core messages
  • Producing an advertising campaign and creating a series of adverts for the various stages of the campaign
  • Developing a direct mail campaign involving the production of a series of education brochures for the community, businesses and tourists.
  • Producing a water conservation DVD, and a specific campaign website
  • Creating a media campaign involving a media launch, production of media releases, and fact sheets
  • Production of promotional educational materials including banners, badges, postcards, checklists etc.
  • Conducting regular client meetings and providing strategic reports.

Blue Chip Clients

AGL gas pipeline division, C-Bridge Internet Services, and Morgan Stanley financial services.

As Account Executive, Blackie McDonald Consultancy, Sydney (2000), Adriana managed media programs for a variety of financial and technology based clients. Tasks performed included: writing and distributing media releases, organising media conferences/interviews, monitoring media coverage, and reporting to clients.

The launch of the AGL pipeline to the financial community involved a sensitive media campaign which provided great results for the company. All projects undertaken achieved increased awareness of the companies’ profiles and their intended messages within their target markets.

Royal & Sun Alliance, external and internal communications program

As Account Director, WCG, Whyment Consulting, Sydney (1999), Adriana developed and implemented communication strategies for Royal & SunAlliance’s customers and employees.

  • Primarily responsible for the editorial content of the Royal Sun magazine. Adriana edited and wrote articles and managed the production of the magazine.
  • Developed and implemented media campaigns to promote various financial products of Royal & Sun Alliance and producing marketing materials for various sectors including workers compensation, home insurance and financial products. Specially the media strategy for the merger of Royal Sun Alliance and the Tyndall group.
  • Monitored media coverage and prepared reports to clients.
  • As a result, Royal & SunAlliance received increased public exposure for its services and image through media campaign and communication materials.

Australian Federal Government, Launch of Centrelink

As Account Manager, Public Affairs, Edelman International, Sydney (1997) Adriana worked as part of the communication team to launch Centrelink offices nationally.

  • Developed media angles and co-ordinated distribution of media releases to media organisations Australia-wide.
  • Liaised with media regarding localising stories for each region, monitored andreported on media coverage and issues.
  • Extensive media coverage was achieved in national and regional newspapers and news outlets.

Amway Australia

Liaised with Royal Children’s Hospital and Amway to develop a media strategy to promote sponsorship initiatives. Staged media events, including the launch of Amway’s online trading website liaised with media, co-ordinated interviews and reported on results. Successful media coverage for the sponsorship partnership was achieved.

Brisbane-based Clients

Tangalooma Moreton Island Resort, Austcorp Australia, Zupps Group of Companies, Brisbane City Council Superannuation Office, Queensland Department of Lands, Australian Nature Conservation Agency, Comalco Smelter Development and CSR Softwoods.

As Senior Consultant, McCall’s Pty Ltd, Public Relations & Public Affairs Consultancy Brisbane (1994-1995), Adriana was responsible for managing the above accounts. Each account involved assessing their communication needs and developing a strategy to suit. Components of the strategies included:

  • Liaising with government agencies and community groups on behalf of clients to manage sensitive issues, particularly Comalco Smelter Development project in Gladstone and the CSR Softwood program for the Bribie Island community.
  • Developing and implementing media campaigns to promote products and services for Zupps Group of Companies both for customers and internal employees.
  • Writing and production of communication materials to support strategies.
  • Reporting on progress and achievements for clients.

The media campaigns of the above clients achieved great results in obtaining news and feature stories in local, metropolitan and national newspapers. In the case of Tangalooma Moreton Island Resort, extensive television coverage was also achieved to promote its Wild Dolphin Feeding program.


Organic skin and healthcare products franchise Manager, One Group Pty Ltd, Hong Kong (2005-2009)

This was a franchised organic healthcare business originating from One Group Pty Ltd, Australia, which Adriana operated and managed while living in Hong Kong. The marketing strategy for the business involved targeting direct consumers as well as businesses and employed communication tools including:

  • Developing strategic alliances with health and wellbeing organisations, community and educational groups
  • Developing and implementing media and marketing campaigns, particularly for the visit by Founding Director of One Group to Hong Kong
  • Developing and conducting healthcare awareness programs for schools, community groups including YWCA, HK Cancer Council, HK University, Australian International School
  • Managing retail booths for products in gift fairs
  • Providing communication support for customers and business associates.

Adriana established a successful niche business in Hong Kong and expanded the market and awareness of the benefits of organic products by using a variety of communication tools.

Other Work

Adriana was primarily responsible for the production of the Dementia Services Development Centre’s publication “Australian Dementia Care”. A magazine which promoted the work that Age Care Professionals conducted in the community.

Adriana wrote and edited articles and managed the production of the magazine, as well as developing and implementing a media program to promote the visit of reminiscing practitioner, Faith Gibson, Emeritus Professor of Social Work, University of Ulster, Northern Ireland. The result was a greater awareness of the needs of dementia suffers and ways in which to help treat their condition in the community.

These communication strategies and their implementation helped to achieve the Centre’s goals.

Murrumbidgee Dairy Products, Wagga Wagga, NSW (1996), subsidiary of Bonlac.

Adriana expanded the marketing role to include communication elements to greatly enhance the positioning of the company in their customer markets, and the local community as well as to improve internal communications. Projects included;

  • Revamping the corporate brochure, staff magazine, product profiles
  • Marketing various milk-based products to the retail and wholesale trade sector
  • Promoting the Healthy Eating program for schools
  • Implementing a media program to raise the corporate profile of the company through its 80th anniversary celebrations and its success at trade conventions.

The result was a successful communication and marketing program which greatly enhanced the company’s position and contributed to their financial achievements during this period.

Qld Department of Environment & Heritage, Brisbane (1987-1993)

Adriana helped to implement successful communication programs and achieved the co-operation of many government, businesses and community groups to help fulfil the Department’s communication objectives.

As part of the Education & Information Unit team, Adriana co-ordinated and assisted with the event management of many public communication and education programs including:

  • World Environment Day – components included staging a public open day
  • Northern Hairy-Nosed Wombat Appeal – fund raising media event
  • Opening of Fort Lytton National Park – a public open day to commemorate the declaration of the national park and its significance in Australia’s defence history.

Contact us

Don’t waste this opportunity. Adriana Summers, Director of Backtobasics Communication Services enjoys learning about the difficult marketing challenges facing SMEs. Call now and have a chat.

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