1. e a s t e r n w e l l
ta r g e t e d c a m pa i g n
CASE ST U D Y
S Y DNE Y | B RIS B ANE | PERT H | MEL B O U RNE

2. ta r g e t e d c a m pa i g n
C H ALLENGE
Easternwell is a leading drilling and well servicing company operating in the resources sector.
A contractor to large projects across Australia, they are an integral part of key projects run
by major Oil and Gas companies. Our challenge was to help the Easternwell team reach
Queensland-based, experienced Drillers, Derrickhands and Lead Floorhands to fill the gap
in Easternwell’s Well Servicing teams. Easternwell had five positions to fill immediately and
planned to continue to hire 1-2 additional recruits each month.
NQ
104 The Courier-Mail May 4-5, 2013 couriermail.com.au
SUPERSATURDAY
Eels v Cowboys
live from 7.30pm
on Fox Sports 1
RUGBYUNION
Brumbies coach
demands Folau
declare his loyalty
P98
BOXING
The five boxers Jeff
Fenech rates better
than Ali
P95
RABBIT
PUNCH REPORT P102
Broncosbowto
SouthSydney’s
second-halfblitz
KNOCKOUT: Broncos
forward Alex Glenn
feels the full force of
a Ben Te’o tackle in
last night’s loss.
Picture: Darren
England
Home delivery
1800 630 130
careers.easternwell.com.au
Remember how you had
to fight for the front seat?
When you join Easternwell, you don’t just start a new role. You join a new
family. From structured career planning to full support for your lifestyle –
we do everything we can to help you grow personally and professionally.
We currently have opportunities in our Well Servicing crew for:
• Drillers • Derrickhands • Lead Floorhands
If excellent training, structured career planning and opportunities around
Australia sound great to you, it’s time you joined our family.
Call us on 1300 395 627 or visit our website.
A family that works all together better
Now it’s yours.
44 Chinchilla NEWS Thursday, May 2, 2013
careers.easternwell.com.au
Well, use ours.Remember how
your dad never
let you use his
power tools?
When you join Easternwell, you don’t just start a new role.
You join a new family. From structured career planning to
full support for your lifestyle – we do everything we can to
help you grow personally and professionally.
We currently have opportunities in our Well Servicing crew for:
• Drillers • Derrickhands • Lead Floorhands
If excellent training, structured career planning and
opportunities around Australia sound great to you, it’s time you
joined our family.
Call us on 1300 395 627 or visit our website.
A family that works all together better
SPORT
SportingLifeCatch all the action from around the region
Local trainers
top of track
at RSL races
➤ PAGE 39
Devils Club secretary
Wendy Carroll was pleased
with the boys performance,
especially given the Red
Bulls’ dominating 2012
performance, and said
everybody was excited
about thisSaturday’s game
against rivals Chinchilla.
“It’s our local derby, I
don’t know what it is but
when Miles and Chinchilla
play you can never tell
THE Miles Devils showed
the Wallumbilla Red Bulls a
thing or two about Rugby
League on Saturday, beating
them in the A-grade and
reserve grade convincingly.
Under Wayne Collie’s cool
command the result was
never in doubt for the
A-grade Devils, who
drained the Red Bulls by
half-time to fly over the line
twice.
Clinton Taylor, Josh
Power and Luke Brosnan
shone as the try-scorers of
the game, but with a strong
all-round attacking line the
opportunities opened up in
the second half.
The reserve-grade Devils
also fought hard, coming
away in the end to clinch
the win for the home side
38-28 after some wild
charges from the Bulls.
what’s going to happen,”
she said.
“It’s always been the
same, even the older people
say it’s always been the
same rivalry.”
The Devils will face the
Chinchilla Bulldogs at
Chinchilla on Saturday,
kicking off at 2.30pm for the
under 16s, 4pm for reserves
and 5pm for A-grade.
HARD AS HELL: MilesDevils
forward Kevin Brown keeps
the Wallumbilla Red Bulls
defenders occupied at
Centenary Oval on Saturday.
Devils gore Bulls
Casey Harvey trucks the ball up against Wallumbilla.
Miles A-graders smash 2012 premiers at home
PAGE 90 | Saturday, May 4, 2013 sunshinecoastdaily.com.auDaily
careers.easternwell.com.au
Well, use ours.Remember how
your dad never
let you use his
power tools?
When you join Easternwell, you don’t just start a new role.
You join a new family. From structured career planning to
full support for your lifestyle – we do everything we can to
help you grow personally and professionally.
We currently have opportunities in our Well Servicing crew for:
• Drillers • Derrickhands • Lead Floorhands
If excellent training, structured career planning and
opportunities around Australia sound great to you, it’s time you
joined our family.
Call us on 1300 395 627 or visit our website.
A family that works all together better
PAGE 90 | Saturday, May 4, 2013 sunshinecoastdaily.com.auDaily
SWIMMING: Kawana’s Sa-
mantha Hamill has failed to
qualify for the World Swim-
ming Championships des-
pite finishing the Australian
titles with two silver me-
dals.
Hamill came home second
in the 400m IM at the na-
tional championships in
Adelaide last night, crossing
the line in 4 minutes 42.79
seconds.
It was her second silver of
the meet after finishing
runner-up in the 200m but-
terfly on Tuesday night.
However, for the second
time in as many races she
failed to meet the Aus-
tralian team’s cut-throat
qualifying marks despite
finishing in the medals.
Her time was within the
FINA world championships
A-qualifying time, however,
did not meet the national
team’s standards.
The Australian team
implemented its own qual-
ifying times following a
sub-par performance at the
London Olympic Games.
She finished behind Lo-
gan’s Keryn McMaster
(4:40.76) with Caboolture’s
Taylor McKeown (4:42.83) in
third.
Meanwhile Noosa’s Brit-
tany Elmslie has narrowly
missed out on booking a
solo spot at the world titles
after finishing third in the
50m freestyle last night.
Elmslie touched the wall
in 24.91secs, just behind
Brisbane sisters Cate (24.27)
and Bronte Campbell
(24.59).
The 18-year-old emerging
star was not expected to
figure in the medals in the
shorter distance race, one of
her non-favoured events.
After rising to stardom as
part of the gold medal win-
ning Australian 4x100m
freestyle relay team at the
London Olympics, Elmslie
went into the Australian
championships aiming to
book a berth in an indivi-
dual event at July’s world
championships in Barcelo-
na.
She narrowly missed
world title spots in her pet
events, the 100m and 200m
freestyle, but did enough to
earn relay spots in both
distances.
SILVER STREAK: Samantha Hamill of Australia competes in the women's 400m individual medley during day eight of the Australian Swimming Championships at
SA Aquatic and Leisure Centre in Adelaide yesterday. PHOTO: QUINN ROONEY/GETTY IMAGES
Silver just not enoughBy STEVE ZEMEK
Hamill fails to qualify despite two second places
RUGBY LEAGUE: Sunshine
Coast fullback Kyle Van
Klaveren is convinced the
Sea Eagles can shake up the
competition despite their
lowly ladder position.
The Coast may be in last
place in the Intrust Super
Cup after seven rounds, but
the passionate No.1 says the
side has turned the corner
and the wins should flow.
Van Klaveren urged pe-
ople to stop focusing on the
fact the Sea Eagles were not
aligned with an NRL club
because the team assem-
bled was capable of not only
making the finals, but going
further.
“If we’re busting a gut to
get to the next level (play
NRL) there’s no reason why
we can’t be top three, four
or five,” he said.
“We’ve got the culture to
do it. We’ve got the team to
do it.
“People go on about pe-
ople’s names. We’ve got big
names.
“Callum Klein. Justin Otto
is killing the competition at
the moment. He’s a small
guy, but he’s got the biggest
heart.”
Sunshine Coast has a bye
this weekend, with its next
match a home clash against
Easts next Saturday.
The Sea Eagles found
much-needed form in a 20-12
away loss to second-placed
Wynnum Manly last Sun-
day.
However, Van Klaveren
the 50-10 loss to Redcliffe
the previous week could
prove the Coast’s defining
moment this season.
The defeat resulted in
coach David Cordwell
speaking to the players at
length last week.
“No matter who you are,
no one wants to be beaten
by 40 points,” Van Klaveren
said.
“For us to be doing that
with mates beside us is not
on in Queensland Cup foot-
ball, and Dave Cordwell
knocked everything on the
head.
“He told everyone at
training that if they’re not
doing their job, they will not
be in the side.”
Sea Eagles
still have
the faith
THE former Cronulla vet-
eran, who played 13 games
for NSW between 1987-91
and three Tests for Austra-
lia, said: “We’ll win one here
and there, but unless some-
thing dramatic happens
injury wise I think we’ll
struggle to win this year’s
series.
“I’m a Blue through in
through, but I call it how I
see it. They (Queensland)
have a wonderful connec-
tion and commitment to
each other.
“If we do win this series,
it will probably be one of the
great series wins of all
time.”
McGaw said NSW was
suffering because of the
wholesale team changes it
had made in attempting to
snap Queensland’s winning
run. “So we’re behind the
eight ball in No.1 talent
across the whole board and
No.2 cohesion, and cohesion
comes from playing togeth-
er,” he said.
McGaw’s former Blues
teammate, Manly legend
Cliff Lyons, is also strug-
gling to find positives to pin
to NSW heading into game
one at Sydney’s ANZ Stadi-
um on June 5.
The master five-eighth
said the Blues would be
advantaged by Queensland
great Darren Lockyer’s
retirement.
Former NSW star says Blues likely to struggle against Qld
FROM PAGE 92
SPORT RACING 109GOLD COAST: 2018 Commonwealth Games Host CitySaturday, 4-5-13
goldcoast.com.au
Avenger’s Lights shineBRAD DAVIDSON
davidsonbr@goldcoast.com.au
FORM guru James Buckley has tip-
ped Lights Of Heaven to avenge her
narrow defeat last year when she
starts a raging favourite in today’s
Group 2 Hollindale Stakes (1800m)
on the Gold Coast.
The Timeform Australia Queens-
land form analyst said there was lit-
tle between Lights Of Heaven and
Ranvet Stakes winner Foreteller, but
the Peter Moody-trained mare got
the nod after finishing second by a
nose to Shez Sinsational in the
1800m race last year.
‘‘She came back really well in Syd-
ney when winning the Neville Sell-
wood four weeks ago and we had
her running to 116 to win that race –
which is about two pounds (1kg)
below her master rating of 118,’’
Buckley said.
‘‘She is fourth up going in to the
race this year and she was second up
going into the race last year and was
beaten a nose.
‘‘She is ready to go and this is her
time of year where the top-notch
stayers are probably done.’’
Buckley said Foreteller had gone
to a new peak rating of 122 in his
Group 1 Ranvet Stakes victory in
March and said he had kept his foot
on the till since.
‘‘Foreteller also ran to 120 in the
BMW and he finished 1 ½ lengths
behind Fiveandahalfstar,’’ he said.
‘‘At weight for age Lights Of
Heaven gets two kilos off the boys,
so effectively her master rating of 118
and (Foreteller’s master rating) of
122 is even going into the race.
‘‘Foreteller is back to the 1800m
here but I don’t think that will be
an issue and at his last start at
this distance back in February he
won the Group 2 Peter Young down
at Caulfield.’’
Buckley had three horses fighting
out third, with Queenslander Solz-
henitsyn, Lamasery and Danleigh all
expected to run big races.
‘‘We settled with Solzhenitsyn for
third but not with any great convic-
tion,’’ he said.
‘‘He won the Toorak in the spring
and he ran third in Canterbury Sta-
kes behind Pierro first-up this prep
and that is great form.
‘‘He then ran 12th in the George
Ryder but back to Queensland he
might be in for a good prep.’’
Lamasery rounds out Buckley’s
top four.
‘‘He has won four from four at the
1800m,’’ he said.
‘‘The one concern is he was meant
to run in the Doncaster but was
scratched due to the wet track and
he might just be that one run short.
‘‘We just couldn’t squeeze Dan-
leigh in there but he will run a big
race as well.’’
The Chris Waller-trained Stout
Hearted is tipped by many as the
dark horse in this year’s Hollindale
and Buckley says the five-year-old
isn’t without a chance.
‘‘That Doncaster Prelude run was
fantastic and he was eating up the
ground late,’’ Buckley said.
Timeform Australia picked the
quinella in the Hollindale last year.
James Buckley selects:
1. Lights Of Heaven $3.00
2. Foreteller $4.60
3. Solzhenitsyn $4.00
4. Lamasery $10.00
TOP FOUR
Bad barrier but
trainer aims for
Morning glory
Morning Captain is up against it in today’s Listed $175,000 Prime Minister’s Cup, running from the outside barrier.
DANIEL MEERS
KELLY Doughty doesn’t want to run Morn-
ing Captain today, but she knows she has to.
Arguably the most honest horse on the
Gold Coast will start from the outside barrier
in today’s Listed $175,000 Prime Minister’s
Cup (1300m).
The five-year-old resumes from a spell in
today’s feature and was going well enough to
be right in the finish – until he drew barrier
20. Once the emergencies come out he’ll start
from 16, but that’s no comfort.
‘‘We’ve got to start him. If we don’t start
today than the only real option is to run in
the Group 1 next week and he’s not up to that
sort of level,’’ she said.
The natural frontrunner is again expected
to push forward and hope he can slot in
behind the speed demons.
‘‘We’ll just have to ride him for luck. He’s
obviously a forward horse, they’ll probably go
crazy. We’d be mad to try to go with them
from out there, we’ll just have to try and slot
in and hope for the best.’’
Doughty said where the $3000 Magic Mil-
lions purchase, who has earned connections
more than $330,000, gets in the run will ulti-
mately be up to jockey Jim Byrne.
Morning Captain, $26, is forward enough to
be competitive if he has luck.
‘‘He’s going well. I can’t fault him. If he has
the right run then yes, he’s a genuine chance.’’
Doughty said Morning Captain would be
aimed at Listed and Group 3 sprints through-
out the carnival.
Morning Captain and the Noel Doyle-
trained pair Biggles and Celtic Dancer are the
only locals in the 16-horse field.
The Toby Edmonds-trained War Ends is
the first emergency.
careers.easternwell.com.au
Well, use ours.Remember how
your dad never
let you use his
power tools?
When you join Easternwell, you don’t just start a new role. You join a new family.
From structured career planning to full support for your lifestyle – we do everything
we can to help you grow personally and professionally.
We currently have opportunities in our Well Servicing crew for:
• Drillers • Derrickhands • Lead Floorhands
If excellent training, structured career planning and opportunities around Australia sound
great to you, it’s time you joined our family.
Call us on 1300 395 627 or visit our website.
A family that works all together better

3. ta r g e t e d c a m pa i g n
S O L U TI O N
Due to the specialist nature of the roles and the competition for talent throughout the industry,
we recommended targeting the passive audience through ‘lifestyle’ media channels. Through
extensive research and collaborative information sharing, we discovered that the market we
needed to reach would potentially be currently employed, and living in coastal, metro and nearby
regional areas. Likely to be predominately male with a disposable income, we deduced the target
audience would invest time and money in sport and leisure activities.
Considering our target market, we booked advertising space on various stations on the Triple
M radio network, sporting channels online, and within the relevant pages of local press to
communicate our message. This was then supported with a Search Engine Marketing (SEM)
campaign and an industry targeted email – allowing us to target our message very directly.
Remember
how you had
to fight for the
front seat?
Now it’s yours.
When you join Easternwell, you don’t just start a new role.
You join a new family. From structured career planning to full
support for your lifestyle – we do everything we can to help
you grow personally and professionally.
We currently have opportunities in our Well Servicing crew for:
• Drillers • Derrickhands • Lead Floorhands
This is your chance to work with great people at Australia’s leading
integrated energy and mining services provider. Ready to meet the team?
Visit our website to hear first hand from our crew what it’s like to be part
of Easternwell.
It’s time you joined our family.
For more information or to apply, call us on 1300 395 627 or
click here to visit our website.
A family that works all together bettercareers.easternwell.com.au
Find out more

4. ta r g e t e d c a m pa i g n
r e s u lt s
With a total of 775,034 views across the campaign, 2,212 clicks through to their careers website
and an average CTR of 2.58%, the campaign delivered well above the industry standard for
digital recruitment. While the digital components of the campaign were easily measurable,
anecdotal feedback from Easternwell confirmed that each media channel played its part in
delivering a successful integrated campaign, which has so far resulted in the hiring of eight
experienced candidates.
Easternwell is still in the early stages of the recruitment process, and aim to analyse the
conversion of these results to applications in full in the coming weeks. However, early feedback
shows the campaign has been successful not only in attracting the right caliber of candidate,
but increasing awareness to the candidate market of Easternwell’s current recruitment drive
and the company brand as a whole.
As a result, Easternwell was able to engage with new audience groups, helping to generate
strong interest from candidates who hadn’t previously applied, and re-engaged those who had
applied for previous roles. Through Easternwell’s conversations with applicants, they felt that
radio was very successful in targeting the right demographic, with the online campaign also
delivering high quality applications.
Matthew Moynihan, Easternwell
…we have been lost in all of the excitement
brought on by the marketing campaign and have
had some positive results!