Marketing & Communications
(Strategy & Content)
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 the internationalisation objectives of the University at both an institutional and community wide level, essentially to increase stakeholder engagement and dissolve the notion that internationalisation was merely the domain of the international division of the University.
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
This is Your Place, Too
City of Newcastle
The Community Strategy & Planning team at City of Newcastle asked if there was any way I could help solve a problem through digital outreach: that the engagement surveys for the new Social Strategy they were developing (aimed at addressing social inclusion in an increasingly diverse region) would be engaged by the usual handful of wealthy, middle-aged Anglo women from Newcastle's beach-side suburbs who tended to partake in Council consultation. In short; "How do we get the people the strategy is about to be the ones taking part in shaping it?"
In response, I developed the "This Is Your Place, Too" campaign, which directly addressed the ambitions of the Strategy and used digital profile targeting to match seven different iterations of the campaign - based around video content depicting diverse range of "Novocastrians" - to the community groups they represented: Indigenous, LGTBQIA+, refugee, immigrant, senior citizen, community housing and disabled communities. The tagline, "This is your place, too" spoke to the recognition and empowerment we wanted to offer to these groups as a value proposition for taking part in the consultation. Each ad drove audiences to a microsite that carried through the representation (showing different imagery, depending on where the user had arrived from) and converted via the completion of the online survey.
It was a huge success. The online survey broke the record for community participation - beating much more accessible and broader themed consultations - and with a diverse demographic spread that represented the diversity of Newcastle.
Watch the seven videos here
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), connected to a $200,000 paid online campaign across social and google.
Financial Review wanted to enter the app market with a splash, extending their advertising strategy to include an online influencer media 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, as seen in this featured video).