Marketing & Communications
(Strategy & Content)
International student acquisition campaign
The University of Newcastle
In 2016, I was given the green light to revise the UON brand to create a fit-for-purpose, globally segmented campaign for international channels (to recruit international students). The result - under the tagline banner (written by myself), "A world class education in a uniquely beautiful location" - extended across the full range of integrated mediums and channels, in digital, print and multimedia.
Managing my own creative and development team, alongside a contracted agency, It included posters and print advertisements, a unique international brochure, experiential (for international trade shows), video, and a segmented digital campaign involving 8 geo-targeted microsites that targeted key markets (in their own language when appropriate) and connected to a $200,000 paid online campaign across social and google.
A Blueprint For A Global Future 2019-2025
The University of Newcastle
After being enlisted by The Deputy Vice Chancellor to work on the University's global strategy (The Global Partnerships Plan), she wanted to communicate core elements of this to a wider audience than it was able to speak to - without the over-internalised framework, such as the detailed targets and KPI's, as well as expanding on how the internationalisation facilitated by the University was integral to the growth of the region as a whole - driven by inspiring understanding and involvement from University staff, its students, and the local community (including government and the business sector).
The result, A Blueprint For a Global Future 2019-2025, was constructed as a kind of hybrid of corporate strategy, marketing brochure, and cultural manifesto. The 24-page document uses the several core strategies of the University as a framework, and then interconnects a range of areas, both internally and externally to the institution, to explain how the University's global future was integral to the region's capacity to thrive in a greatly changed world.
It involved working across the University with both staff and students, as well as working with local council (the town Mayor is featured in the document) and business (such as the CEO of Newcastle Airport).
After developing the strategy and document with the Deputy Vice Chancellor, I wrote and designed the finished product. You can view it as a pdf by clicking here
Financial Review wanted to enter the app market with a splash, extending their advertising strategy to include an online influencer strategy, to widen outreach and embolden the app's status through key digital media support. Alongside writing the advertising and communications for the app, I also worked on creating this outreach through the targeting of influential bloggers and financial journalists (including personalised exclusive VIP packs and a private launch party).
Taste Australia brand, web and digital comms
Taste Australia is the national Australian horticulture food umbrella brand for international trade (with a focus on the Asian and Middle Eastern markets). After being part of the team developing the brand and style (including writing the official byline), I produced and wrote the website, and then created a range of digital comms, including social media content and web video (such as the promotion of Australian Oranges for the Japanese market).
When leading online business solutions company, Netregistry, wanted to launch a series of in-house workshops on digital business subjects (such as SEO, online marketing, etc), I was asked to brand and promote the workshops to their customers. The result was NETT#school (leveraging their flagship digital business publication, NETT#magazine). I created the name and brand, and promoted the workshops through a series of digital channels (eDM, social, PPC) and print advertisements.