Musket Cove resort fiji

OBJECTIVE:
Push and Pull strategy for guest acquisition, retention and growth focusing on travel agents and guests.

ACTION:
Strategic marketing plan featuring new website and online tactics.

RESULT:
Improved awareness and customer satisfaction.

NUTRITION AUSTRALIA

OBJECTIVE:
To improve awareness and to increase sales of products and services.

ACTION:
Developed a strategic marketing plan with comprehensive situation and competitor analysis leading to clear marketing objectives and tactical recommendations including online acquisition and distribution strategies.

RESULT:
Implementation stage.

Webfirm

OBJECTIVE:
Increase market share and build the brand.

ACTION:
Product development. National expansion plan including agent, reseller and chain stores roll out. Build and manage telemarketing and direct online and offline campaigns. Recruitment, training and mentoring of sales and customer service teams. Corporate sponsorship and events marketing.

RESULT:
Market share captured across Victoria and revenue targets met. East coast flag store successfully opened.

Jesus Rodreguez Fashion Label

OBJECTIVE:
Build brand awareness. Create push strategy with retailers and pull with consumers.

ACTION:
PR strategy implemented and managed, events and sponsorship strategy developed and distribution secured with DM, POS, Branded gifts and events.

RESULT:
National sales increased by 8 times in three years. International export generated 20% of revenue in third year.

POETS GROVE FAMILY AND CHILDREN'S CENTRE

OBJECTIVE:
Build stakeholder confidence and support for the new purpose built government centre. Create brand awareness for local communities and position centre as flagship for the city council.

ACTION:
Develop a creative brand identity and image with application to the new web site signage, stationery, student uniforms and promotional items.

RESULT:
85% local brand awareness in first 12 months.

LYGON COURT SHOPPING CENTRE

OBJECTIVE:
Re launch a stagnant brand into the present featuring the brand equity of the stronger fashion tenants.

ACTION:
A sophisticated and timeless brand identity that is adaptable enough to encompass the dynamic nature of a shopping centre.

RESULT:
Dramatically improved brand preference across all segments.

INTERNATIONAL CONGRESS ON AIDS IN ASIA AND THE PACIFIC

OBJECTIVE:
To develop a brand that resonated internationally to all delegates and organisations involved in the conference and to position the congress as the peak industry event.

ACTION:
Indepth qualitative research leading to an innovative, descriptive and emotional brand identity.

RESULT:
Favourable response from all surveyed stakeholder groups.

AQUA REAL ESTATE

OBJECTIVE:
Create an innovative brand identity for a start up real estate agency featuring a strong point of difference.

ACTION:
An elegant sophisticated designer brand that reflected the clients customers lifestyle preferences. Adapted across a website, signage, billboards and collateral.

RESULT:
Industry recognition: www.smallbusinessbigmarketing.com

DIRECT MAIL

Gallagher Bassett

For over 7 years, I have been managing the marketing collateral for Gallagher Basset Insurance services. They have strict and clear brand guidelines that we have adhered to whilst creating innovative messages across a variety of media. Most of the work involves

Workcover insurance policies and claim forms which are information-heavy and require complicated response details.

ELECTRONIC

Coinworks

I helped Coinworks reposition their brand to reflect their position as the market leader of high value coin investment companies in Australia. Their main challenge was to move their conservative and mature target market to online communications. We achieved this by building a strong advocacy for the regular and comprehensive e-newsletter which linked to the new attractive and informative website. This helped drive revenue up by 20% in the first year.

PRINT

Mink

Mink Hair salons used magazine ads in prestige publications as a preferred direct response medium. These ads needed creative cut through in a cluttered market to drive coupon response in-store. We achieved this with strong imagery, valuable offers and simple response mechanisms.

Tele Marketing

Webfirm

Working directly on the lead generation strategy to acquire prospects and customers for Webfirm, I was responsible for developing and implementing staff recruitment, mentoring and incentive strategies, TM plans and scripts and the online lead manager tools.

The revenue growth targets of this new operation were met and exceeded in the first 12 months.

MAIL DROP

Nando's

For over 7 years I was responsible for the planning, creative, production and fulfilment of Nando's national mail drop campaigns amongst other things. These were combined brand awareness and direct response campaigns complimenting our other radio, outdoor and print communications.

To assist the launch of new stores and the growth of existing ones, we tailored the offer & response of the various mail drops to the specific local area franchise. This helped us achieve higher than average coupon redemption rates and consistently meet revenue targets.

LINFOX AVIATION

OBJECTIVE:
Promote Linfox's aviation charter business

ACTION:
Develop a site that clearly demonstrates the point of difference and benefits of Linfox's aircraft and service with an prestigious design.

RESULT:
Linfox Aviation Website

GATINEAU

OBJECTIVE:
To educate current customers improving loyalty and retention through repeat purchase

ACTION:
Design an elegant and sophisticated site with simple e-commerce solutions.

RESULT:
www.gatineau.com.au

MUSKET COVE ISLAND RESORT FIJI

OBJECTIVE:
Acquisition strategy for new visitors and retention through engagement

ACTION:
To design a clear and simple site (including 3rd party booking) featuring large authentic and attractive images and a large volume of information.

RESULT:
http://www.musketcovefiji.com

MALKA SKIN CARE

OBJECTIVE:
Develop and exciting and enticing destination for visitors to experience the natural beauty of the product and make simple trial and repeat purchases.

ACTION:
Simple E-commerce software combined with an elegant creative design featuring over 100 products displayed in a fast and easy to navigate site

RESULT:
www.malka.com.au

AUSTRALIAN TOY ASSOCIATION

OBJECTIVE:
Build brand awareness and preference while delivering large amounts of information through a clear and simple to use website.

ACTION:
Simple clean and sophisticated web design with colour coded sections for easy navigation and user segmentation

RESULT:
www.austoy.com.au

RETAIL: HALLMARK

Developing creative brand images for specific occasions is usually relatively easy however father's day and Easter to a brand as old and well known as Hallmark is as common as a 9am coffee to you and me. Add to this - the need for adaption across mail, print ads, point of sale and out-door and you've got a difficult task. We rose to the challenge and created various collateral over several years with successful results.

FINANCE: CPA

Business development for CPA membership is driven and reinforced primarily through the events and seminars they offer to their current members. Invitations and supporting communication pieces were information heavy and required careful planning to include creative interest and simple navigation. For over 7 years we managed the design and fulfilment of these response pieces to help retain and grow CPA's membership base.

PUBLIC: Workcover

The communication of delicate issues addressing the needs of multiple stakeholders requires diplomacy and sensitivity. We were stretched to our limits, photographing the cancer ward at the Peter Mac Callum Institue for the publication on Cytotoxic drugs.

However, we rose to the challenge and with respect to the value and importance of the task we took great pride in delivering great work.

TRAVEL & TOURISM: YHA

Surprisingly the YHA has a broad spread of age groups in its membership base. Reaching these different segments and communicating in a relevant way was always the challenge. For over 6 years we enjoyed many successes with the implementation of various acquisition and retention campaigns.

NOT FOR PROFIT: KIDS HELPLINE

Kids Helpline is a worthy and proud organisation operation on a shoestring and achieving great results. The four main fundraising events on the annual calendar drive a great deal of the philanthropic and donations revenue. It was our pleasure to dedicate time and money to producing all the collateral for these events that was rewarded every time we heard the story of a child saved by the helpline. Oh and also to meet the ambassador Kylie Minogue.

FRANCHISE: BRUMBY'S

Brumby's developed an innovative concept for the local area marketing strategy; They planned to develop a suite of creative DM tools for each of their 270 franchises to access via an online ordering system and have printed and distributed by an associated national print and fulfilment franchise. Our role was to develop the LAM brand image and to design all the creative collateral. We successfully delighted the various stakeholders and integrated well with the group of partners to achieve a great result for our part in the chain.

ARTS & ENTERTAINMENT: Circus Ringbarkus

Making a travelling family circus look entertaining was easy, to make them look sophisticated and professional at the same time was more of a challenge, photographing parents children and dogs all in one shoot was near impossible, but the hardest part was to drive prospective customers to respond to ads. We achieved great results and increased their patronage dramatically over the years.

FASHION: JESUS RODREGUEZ STREET LABEL

From no-one to cult figure in two years. From rags to riches in three, from brand advisor to brand builder I built this label with my bare hands. Using a combination of creative copy writing, clever PR, innovative in-store display, cost effective outdoor guerrilla marketing, unique product development and smart distribution tactics, my partner and I achieved amazing results. We exported to five countries and distributed to over 70 stores nationally with an estimated brand awareness in our primary target market of 75%.