Digital Marketing, Copywriting and Content                       folio 2012
Split Media is a boutique copywriting, socialmedia and digital marketing consultancy basedin West Brunswick, Australia. Sp...
State Winner / National FinalistNew BrandAustralian Marketing InstituteAwards for Marketing Excellence 2011Spinners by Sha...
FinalistCreative IndustriesCitipower Port PhillipBusiness Excellence Awards 2010Hamdorf and Associates was named as a Fina...
Marketing and Content Production               Copywriting•  Online marketing specialist                 •  Electronic dir...
Guru of Cyberspace in a Chanel necklaceIzzi Bennett has been active in the digital wonderland since 2008, working with suc...
Social media
FacebookBriefCreate an exciting and interactiveFacebook experience that sells the Spinnersby Shane Warne brand, provides a...
TwitterBriefWrite regular updates on the launch of theDita Von Teese Muse dress collection, thatwould also highlight brand...
YouTubeBriefProduce regular webisodes of Spinners TVto lift in-store sales, drive traffic to websitecompetitions and that ...
Google+BriefCreate a G+ page for Split Media brandengages followers and achieves +1s.SolutionI upload articles and info sn...
PinterestBriefCreate a Pinterest page for Split Mediawith pins that engages followers andachieve repins and Likes.Solution...
LinkedInBriefRevitalise, then regularly update theLinkedIn profile for a private client. Theprofile should remain content-...
BloggingBriefWrite a weekly blog aimed at the youthfemale market to establish GRLmobileunderstanding of their customers.So...
Social strategyBriefDevelop a Facebook strategy for Picky Pets,an online pet supply company.SolutionI proposed an informat...
Content planningBriefCreate a monthly social media planner withregular updates and engaging content.SolutionFollowing our ...
Social revitalisationBriefBarons Brewing is a boutique brewery witha strong fanbase, but production problemshad caused the...
Analysis and reportingBriefAnalyse and report on monthly analytics forthe Spinners by Shane Warne social mediapages and we...
ROI calculationBriefCalculate return on investment for marketingactivity for the Spinners by Shane Warnebrand.SolutionUsin...
Websites anddigital marketing
Website managementBriefCreate a comprehensive, interactive andinteresting website that would become themain hub for the Sp...
Website design and CMSBriefCreate a comprehensive website that willact as the main marketing and businessportal for Split ...
CompetitionsBriefCreate exciting and compelling regularcompetitions for the brand and productsuite that incentivise custom...
Music downloadsBriefOffer free music downloads to members ofthe GRLmobile website.SolutionWorking with a music distributio...
Downloadable ringtonesBriefOffer a unique download to members ofthe Spinners by Shane Warne website.SolutionI wrote a voic...
Printable cricket cardBriefOffer a personalised membership bonus tomembers of the Spinners by Shane Warnewebsite.SolutionW...
QR codesBriefCreate a QR code for Dita Von Teese Museto illustrate that the brand is a strong playerin the digital market....
Website consultingBriefProvide guidance on the creation and roll-out of The Big Umbrella website. Thisinvolved the creatio...
Analytics and reportingBriefAnalyse monthly reports on site visits, pageviews, bounce-rate, demographics,engagement and tr...
Copywriting and communications
Service informationBriefWrite fun copy for the GRLmobile websitethat would appeal to young females andhighlight the featur...
Business informationBriefRefresh the copy on the VooDu Marketingwebsite, clearly communicating theirservice offering and b...
MicrositesClientGRLmobile at Australia PostBriefWrite regularly refreshed copy forGRLmobile’s retailer microsite.SolutionI...
EDMsBriefProvide copy for the monthly L’Oréal ParisBeauty Confidential email with a focus onfeatured products, promotions,...
Customer SMSBriefWrite regular customer SMSs advertisingupcoming promotions, or to stimulate extraspend.SolutionMaking use...
Product copyBrief                                         Better fit                  Sportsman or spectator         Men’s...
Product copyBrief                                          Foil Feather Burn-out Tee                      GRLmobile 100% P...
BrochuresBriefCreate in-store brochures that outline eachmobile service in the GRLmobile offering,from pre-paid plans and ...
EditorialBriefWrite three editorial articles to feature onthe SpinnersbyShaneWarne.com “SpinMatters” Health, Style and Lif...
Product reviewsBriefReview a selection of mobile phones forthree issues of their Mobile glossymagazine, with the intention...
Incentive programsBriefDevelop a staff incentive program toreward successful teams in our retailchannel — Target.SolutionI...
AdvertorialBriefCreate a one-page advertorial for Dollymagazine with the likeness of a regularfeature, that will appear to...
Technical instructionsBriefWrite the copy for the instructional manualthat would be packaged with a newprepaid mobile broa...
“Chick-tionary”BriefCompile a “Chick-tionary” full of TxtSpeakwords and phrases that would bedistributed as a gift-with-pu...
Internal communicationsBriefWrite regular communications to the CrazyJohn’s channel, to stimulate sales andeducate staff o...
Staff handbooksBriefThis was not a requested document — Icreated it for fun in my spare time.SolutionI wrote an internal s...
Customer instructionalBriefWrite the script for a number of customerinstructional episodes that would befeatured on the Cr...
Interview ghostwritingBriefRespond to a number of interview questionsfor Professional Marketing magazine, toappear as if t...
Radio advertisementsBriefWrite 30 second radio advertisements fora promotion on Austereo. Choose a voice-over artist to de...
Business presentationsBriefComplete a submission to enter Spinners byShane Warne / lime door brands into theAustralian Mar...
Online TVproduction
Content planningBriefCreate an episode planner for one year’sworth of online TV episodes for bothbrands, to increase custo...
ScriptwritingBriefWrite an attention-grabbing voice-overscript to accompany an internal corporatevideo.SolutionWorking wit...
VideographyBriefFilm behind-the-scenes at a Spinners byShane Warne photo shoot and interviewShane Warne for an episode of ...
End-to-end video productionBriefCapture video footage and photographyand interview Dita Von Teese at variousevents, includ...
Creative direction and project management
Project managementBriefLead the creative and web teams toproduce successful online and creativeexecutions across four bran...
Budget managementBriefAs Web and Creative Manager, managethe marketing and online budget, to ensurethat marketing initiati...
Website developmentBriefCreate a comprehensive, interactive andinteresting website that will become themain hub for the Sp...
Digital art directionBriefBrief and manage the production of digitalartwork for the Spinners by Shane Warnebrand, their re...
Online TV directionBriefProduce a new episode of Spinners TVeach month, with content that engagescustomers, prompts “Likes...
Photography directionBriefWork with photographers at a number ofshoots to ensure photographs matchbusiness requirements, i...
Audio directionBriefHelp Shane Warne record a number ofaudio clips to be used as part of a customringtone, plus a selectio...
Marketing strategyBriefUse Blue Ocean marketing strategy tool todetermine a company’s differentiation andspecialisation in...
Intellectual propertyBriefMaintain an understanding of copyrightlaw and intellectual property ownership tohelp Hamdorf and...
Style guide managementBriefDevelop and maintain an active style guidethat defines guidelines and usage rulessurrounding al...
Corporate identityBriefHelp The Big Umbrella develop a strikinglogo and corporate identity.SolutionFrom their original log...
Split Media Digital And Content Folio
Split Media Digital And Content Folio
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Split Media Digital And Content Folio

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A selection of examples of what Split Media does best:
• Copywriting
• Social Media
• Websites
• Online TV
• Digital marketing
• Digital strategy

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Split Media Digital And Content Folio

  1. 1. Digital Marketing, Copywriting and Content folio 2012
  2. 2. Split Media is a boutique copywriting, socialmedia and digital marketing consultancy basedin West Brunswick, Australia. Specialising inonline communications, branding and creativeconcepts, Split Media is headed by award-winning digital marketer and copywriter IzziBennett, who boasts a diverse portfolio ofprofessional experience, including many high-profile brands.
  3. 3. State Winner / National FinalistNew BrandAustralian Marketing InstituteAwards for Marketing Excellence 2011Spinners by Shane Warne (lime door brands) wasnamed State Winner / National Finalist in the NewBrand category for the period when Izzi was Weband Creative Manager.The awards submission was completed and submittedby Izzi.FinalistBest Breakthrough BrandWGSNGlobal Fashion Awards 2011Spinners by Shane Warne (lime door brands) wasshortlisted as a Finalist in the Best Breakthrough Brandcategory in these prestigious international awards forthe period when Izzi was Web and CreativeManager.The awards submission was completed and submittedby Izzi.
  4. 4. FinalistCreative IndustriesCitipower Port PhillipBusiness Excellence Awards 2010Hamdorf and Associates was named as a Finalist inthe Creative Industries category for the period whenIzzi held the role as Web and Creative Manager.The awards submission was completed and submittedby Izzi.State Winner / National FinalistNew BrandAustralian Marketing InstituteAwards for Marketing Excellence 2009GRLmobile was named State Winner / NationalFinalist in the New Brand category for the periodwhen Izzi was PR and Marketing Co-ordinator,reporting directly to the Managing Director.
  5. 5. Marketing and Content Production Copywriting•  Online marketing specialist •  Electronic direct mail (EDMs)•  Social media strategy and management •  Website and social media copy•  Blogging and editorial •  Media releases, statements and publicity•  Competitions, and terms and conditions •  Product and service information•  Promotions and downloads •  Business information and biographies•  Internal and business-partner marketing •  Point-of-sale collateral•  Online TV filming, editing and production •  Product naming, specifications, packaging, reviews•  Creative direction •  Retail and channel support; training materials•  Creative project management •  Business proposals and presentations •  Customer touchpoints including IVR and SMS •  Awards submissions •  Proofreading and editing
  6. 6. Guru of Cyberspace in a Chanel necklaceIzzi Bennett has been active in the digital wonderland since 2008, working with such high-profile brands asAmerican Express, Spinners by Shane Warne, Von Follies by Dita Von Teese, Dream Out Loud by Selena Gomez,Crazy John’s and Technika, and for retailers including Target, Australia Post, David Jones and India’s RelianceTrends. Her work is as fresh as a spring daisy, as fun as a roller-coaster and produced lickety-split!Izzi’s a bit of a creative harlot, and has worked on projects as a singer, artist, on-camera presenter, digitalcomposer, music producer, model, publisher, writer, voice-over artist, actor and film-maker, which has given her abroad understanding of the multiple elements that can be used to create a holistic consumer experience. Her keeneye for design and close to obsessive/compulsive attention to detail, consistency and organisation means shedelivers consistently slick, professional and effective work that achieves measurable results and makes her clients .Past ProjectsAs Copywriter and Social Media Blogger at GRLmobile (Australia’s Mobile Phone Service for Chicks), Izziprovided the fresh and vibrant writing style and social vibe that became synonymous with the brand. With herkeen eye for grammar and punctuation, her odd-ball wit and relentless passion, Izzi became a key contributor totheir success.Izzi was the Web & Creative Manager at lime door brands, a boutique brand development house. In this position,Izzi managed the marketing, online presence, copywriting and content production for a number of global brands,including Von Follies by Dita Von Teese and Spinners by Shane Warne.Through her creative direction, Izzi lead the creative and web teams to produce in-depth interactive websites,micro-sites and social media solutions, point-of-sale, packaging, advertising, graphic design, and even originalmusic. Her own diverse skill-set also saw Izzi filming, editing and producing online TV episodes for Spinners andDita Von Teese.Split MediaEstablished in 2011, Split Media is the love child of Izzi Bennett and her husband Matthew Bedford, a sales andrelationship specialist, as a channel to offer their diverse skills to an ever-demanding digital market.
  7. 7. Social media
  8. 8. FacebookBriefCreate an exciting and interactiveFacebook experience that sells the Spinnersby Shane Warne brand, provides a forumfor customers and encourages newfollowers to join the conversation.SolutionI updated the Facebook page daily withposts about the brand, Shane Warne andcricket, including photographs and videos.I managed this page until September2011.ResultsHuge J-curve in followers over the first year,with regular customer interaction andcustomer insights being used to improve theproduct offering.Find them at…https://www.facebook.com/SpinnersbyShaneWarne 9
  9. 9. TwitterBriefWrite regular updates on the launch of theDita Von Teese Muse dress collection, thatwould also highlight brand creators limedoor brands.SolutionI created daily tweets including hashtagsand mentioning @DitaVonTeese, allowingher to retweet them to her 930,000followers.ResultsNumerous retweets and mentions from DitaVon Teese and fans, with a steady increaseof new followers.Find it at…https://www.twitter.com/limedoorbrands 10
  10. 10. YouTubeBriefProduce regular webisodes of Spinners TVto lift in-store sales, drive traffic to websitecompetitions and that would engage theaudience, so they would come back andwatch each month.SolutionI created scripts and storyboards andmanaged the videographer and videoeditor to produce sixteen webisodes thatwere fun and gave viewers and insight intoShane Warne’s world. I also filmed andedited a small selection of the videos. Intotal, seventeen episodes were produced.ResultsWe achieved thousands of views via ourYouTube channel and website video player.Find them at…http://www.youtube.com/SpinnersbyShaneWarne 11
  11. 11. Google+BriefCreate a G+ page for Split Media brandengages followers and achieves +1s.SolutionI upload articles and info snippets about theservices Split Media offers – copywriting,social media and contentFind it at…http://gplus.to/SplitMedia 12
  12. 12. PinterestBriefCreate a Pinterest page for Split Mediawith pins that engages followers andachieve repins and Likes.SolutionI pin pictures relating to the services SplitMedia offers – copywriting, social mediaand content.Find it at…http://pinterest/SplitMedia 13
  13. 13. LinkedInBriefRevitalise, then regularly update theLinkedIn profile for a private client. Theprofile should remain content-rich andinformation heavy.SolutionI completed a catchy biography, wrotecontent for the Experience, Membershipsand Awards sections and added third partyapps to feature downloadable PDFs, videofiles and PowerPoint presentations. Image is indicative only. Actual profile cannot be shown due to confidentiality. 14
  14. 14. BloggingBriefWrite a weekly blog aimed at the youthfemale market to establish GRLmobileunderstanding of their customers.SolutionI wrote regular blogs about fashion, music,film and “GRLifestyle”, researching the topicfor each article thoroughly.The tone was fun, humorous and focussedon girls achieving their best life possible.Find more at…http://grlmobile.blogspot.com/ 15
  15. 15. Social strategyBriefDevelop a Facebook strategy for Picky Pets,an online pet supply company.SolutionI proposed an informative Facebook page,designed to bounce customers back to thewebsite with promotional offers andproduct information. 16
  16. 16. Content planningBriefCreate a monthly social media planner withregular updates and engaging content.SolutionFollowing our annual marketing plan andinternational cricket calendar, I pre-wroteFacebook and Twitter updates and plannedSpinners TV episodes that could beuploaded by myself or the MarketingAssistant. I also programmed automaticupdates via TweetDeck to ensure theconversation continued on weekends andholidays.The focus was on cricket and the productrange for both the Australian and Indianaudience.Find more at…https://www.facebook.com/SpinnersbyShaneWarne 17
  17. 17. Social revitalisationBriefBarons Brewing is a boutique brewery witha strong fanbase, but production problemshad caused the brand to come off theshelves for a number of months.The brief was to revive the brand’s flailingsocial media presence and stimulatecustomer interaction in time for the brand’sre-emergence into the market place.SolutionTo engage existing customers and getBarons back onto fans’ Facebook Walls, Icreated the Win a Free Case competition,as well as posting regular fun beer quotes.I also responded to many enquiries on whythe brand had disappeared, and currentavailability options. 18
  18. 18. Analysis and reportingBriefAnalyse and report on monthly analytics forthe Spinners by Shane Warne social mediapages and website.SolutionUsing Facebook Insights, TwitterCounterand Google Analytics, I worked with theweb designer to submit monthly reports andprovide recommendations to the ExecutiveManager and CEO, including top pages,traffic sources, current locations of socialmedia fans (as we supported a globalaudience), video views, interactions andfollower numbers. 19
  19. 19. ROI calculationBriefCalculate return on investment for marketingactivity for the Spinners by Shane Warnebrand.SolutionUsing PR value as the indicator of return, Iused the ROI formula to calculate the ROIfor a selection of Spinners by Shane Warnemarketing activities.ResultsAs activity costs were very low, and globalmedia exposure was very high, activitiesachieved an extremely positive return oninvestment. For example, our Win aBowling Session with Warnie competitionachieved a 7,313% ROI. 20
  20. 20. Websites anddigital marketing
  21. 21. Website managementBriefCreate a comprehensive, interactive andinteresting website that would become themain hub for the Spinners by Shane Warnebrand.SolutionI designed the architecture, site map androll-out program and oversaw its execution,leading a team of web builders, a webdesigner and graphic designer.I wrote all the copy on the site andmanaged the production of Spinners TV,leading the videographer and film editor. Iwrote Shane Warne’s ringtone script andcreated the ringtone. I also responded to allcustomer and business enquiries.ResultsJ-curve in website membership, and regularcustomer interaction. 22
  22. 22. Website design and CMSBriefCreate a comprehensive website that willact as the main marketing and businessportal for Split Media.SolutionI designed, built and regularly updateSplitMedia.com.au, which includes anonline folio, scrolling examples on thehome page, case studies, social medialinks and a contact page featuring a QRcode that can be scanned to save thecompany contact details straight to yoursmartphone.I use the WordPress content managementsystem, including HTML coding.Find it at…http://SplitMedia.com.au 23
  23. 23. CompetitionsBriefCreate exciting and compelling regularcompetitions for the brand and productsuite that incentivise customers to buyproducts to enter.SolutionWorking with with the managing director,executive director and public relationsteam, I helped to strategise competitionsthat would promote the brand successfully.My copy was aimed at Aussie guys andthe women who buy for them.ResultsWe achieved hundreds of competitionentries, with our major competition for2010 achieving over $30 million ininternational PR value — representing a73% return on investment. 24
  24. 24. Music downloadsBriefOffer free music downloads to members ofthe GRLmobile website.SolutionWorking with a music distribution company,I chose songs and wrote copy that wouldappeal to our customers. I negotiated thedownload limits and terms and securedbonus giveaway CDs for competitionwinners.ResultsIn every promotion, the 500 songs weredownloaded in a matter of days, proving itto be one of our most successfulcampaigns. 25
  25. 25. Downloadable ringtonesBriefOffer a unique download to members ofthe Spinners by Shane Warne website.SolutionI wrote a voice-over script for ShaneWarne, chose a royalty-free track, andnegotiated with the music company for it tobe edited into a ringtone with Shane’svoice-over, and distributed to our customers.I then used Logic Pro audio software to mixthe song, placing the audio clipseffectively, to produce the 30 secondringtone.ResultsThe ringtone achieved hundreds ofdownloads, and was a very catchy way toviral the brand.Find it at…A copy of the ringtone can be downloadedat http://yousend.it/zxu2y2.  26
  26. 26. Printable cricket cardBriefOffer a personalised membership bonus tomembers of the Spinners by Shane Warnewebsite.SolutionWorking with the managing director andweb designer, I developed thepersonalised, printable cricket card. Datathat was entered as part of the member’sprofile were automatically uploaded intothe card, which they could print. 27
  27. 27. QR codesBriefCreate a QR code for Dita Von Teese Museto illustrate that the brand is a strong playerin the digital market.SolutionUsing a QR code generator, I produced aQR code that lead to Dita Von Teese’spersonal Twitter page.. The code was usedon all garment labels in the launch range. 28
  28. 28. Website consultingBriefProvide guidance on the creation and roll-out of The Big Umbrella website. Thisinvolved the creation of a site map,wireframes, editing existing copy andwriting new content with the key focus onencouraging individuals and businesses toget involved.SolutionWorking pro-bono, I provided guidance onthe site map and wireframes. producedcopy for a number of pages of the website,and edited content that was provided bythe founder and managing director, andcontinue to help the site grow organicallythrough updates via WordPress.Find it at…http://thebigumbrella.org/ 29
  29. 29. Analytics and reportingBriefAnalyse monthly reports on site visits, pageviews, bounce-rate, demographics,engagement and traffic sources forSpinnersbyShaneWarne.com to gaugecampaign and promotion effectiveness.SolutionWorking with the web designer, monthlyand weekly analytics reports werecompiled, using information gathered fromGoogle Analytics.I used this information to monitor howeffective each campaign was, and to trackoverall engagement in the website.ResultsPromotions received high unique visits, andthe site boasted a steady increase inoverall engagement in the time it wasonline. Ineffective campaigns were re-strategised or abandoned. 30
  30. 30. Copywriting and communications
  31. 31. Service informationBriefWrite fun copy for the GRLmobile websitethat would appeal to young females andhighlight the features and customer benefitsof the brand’s new broadband offering.SolutionI used the “B’band goes glam!” concept,redefining the mobile broadband targetcustomer, and used a plethora of txtspeakwords to appeal to the GRLmobilecustomer.ResultsThe product achieved great sales in its firstsix months on sale. 32
  32. 32. Business informationBriefRefresh the copy on the VooDu Marketingwebsite, clearly communicating theirservice offering and business commitments.SolutionWorking with the director, I updated thecopy with a focus on VooDu’s strategicconcepts and passion for what they do.Find it at…http://www.voodumarketing.com.au/ 33
  33. 33. MicrositesClientGRLmobile at Australia PostBriefWrite regularly refreshed copy forGRLmobile’s retailer microsite.SolutionI wrote all the copy for the microsite,including regular competitions, product andservice information and loyalty programincentives. 34
  34. 34. EDMsBriefProvide copy for the monthly L’Oréal ParisBeauty Confidential email with a focus onfeatured products, promotions, events andcompetitions, with the aim of customer click-throughs to the website and competitionentries.SolutionMy copy was used for selected sections ofthe EDM, including the tagline and call-to-action for the hero story, plus the ColesHealth and Beauty Week and LMFF VIPcompetition winner sections.ResultsThe EDM was successfully distributed lateMarch 2012. 35
  35. 35. Customer SMSBriefWrite regular customer SMSs advertisingupcoming promotions, or to stimulate extraspend.SolutionMaking use of txtspeak and symbols, Icommunicated each message effectivelywithin the 160 character limit.ResultsUp-sell SMS promotions achieved greatsuccess throughout each promotion period. 36
  36. 36. Product copyBrief Better fit Sportsman or spectator Men’s socksWrite fun and attention-grabbing copy foreach category in the Spinners by Shane We reckon you should be We know you love sports. The unsung hero of AussieWarne range that highlights the benefits of able to bowl a flipper But let’s face it, we’re not fashion, a good pair of socksthe products’ technical features in plain without being distracted all elite athletes! Spinners that can go the distanceEnglish. by your undies. So tees give you that makes a real difference to Spinners trunks are snug sportsman look, even if your day. Spinners by ShaneSolution enough to stay in place you choose to Warne socks are packedThe copy was used in the Products section when you’re on the field, participate from the with exciting sock and won’t ride up when comfort of your lounge technology (we think it’sof SpinnersbyShaneWarne.com, which is you’re on the bench. chair. exciting) to make sure youno longer online. get the best out of your feet. They’ll stay up, and keep you cool whether you’re on the pitch or in the office. 37
  37. 37. Product copyBrief Foil Feather Burn-out Tee GRLmobile 100% Pure WaterWrite fun and attention-grabbing copy for The concept that male birds need to Instant fashionista – just add watereach product on the GRLmobile website wear brightly coloured patterns andthat will appeal to young, fashion-conscious plumage to impress their females is quite In his famous Messages From Waterfemales. funny when compared to human society. experiments, Dr. Masaru Emoto For us, it’s the chicks who dress to photographed the results of how certainSolution impress, while dudes seem comfortable words and phrases can dramaticallyThe copy was used in the Products section in a dirty pair of jeans and ripped t-shirt. alter the molecular structure of water. Hisof GRLmobile.com, which is no longer We think that the birds have got it right — findings could suggest that drinking who wouldn’t be excited to see your water from these GRLmobile-labelledonline. crush prancing around in an electric bottles could enhance your glamour blue velour tuxedo fluffing up his bangs proficiency in miraculous ways. Probably trying to get your attention? best to give it a go; you can’t doubt proven science. But for now, I guess we need to stick to tradition. So we bring you this brightly coloured peacock feather burnout tee. Cut beautifully to show off your best bits, and featuring a flattering cowl neck, you’ll have no problem securing a date with the prize fowl. 38
  38. 38. BrochuresBriefCreate in-store brochures that outline eachmobile service in the GRLmobile offering,from pre-paid plans and caps tobroadband, including technicalinformation, terms and conditions.SolutionAs well as writing all the copy, I workedclosely with the graphic designer andcreative director on the layout and finalcreative. 39
  39. 39. EditorialBriefWrite three editorial articles to feature onthe SpinnersbyShaneWarne.com “SpinMatters” Health, Style and Lifestyle sections,that will appeal to 25–50 year old maleand female sport-lovers.SolutionI wrote three articles, Staying healthy andhappy one latté at a time, Android: an apprevolution and Choosing jeans — be theking of your pins, researching each topicthoroughly. 40
  40. 40. Product reviewsBriefReview a selection of mobile phones forthree issues of their Mobile glossymagazine, with the intention of drivingsales in-store.SolutionI reviewed a number of phones, after road-testing them for a week each. Twoexamples are shown here.It was found at…The magazines were available at CrazyJohn’s stores in 2009. Scans of full articlesare available on request. 41
  41. 41. Incentive programsBriefDevelop a staff incentive program toreward successful teams in our retailchannel — Target.SolutionI created a program with two categories— best % sales increase and best in-storerepresentation of the brand. I created aposter and sent out regular updates for thestores.ResultsThe program achieved an average of an87% increase in sales of Spinners by ShaneWarne during the promotional period. 42
  42. 42. AdvertorialBriefCreate a one-page advertorial for Dollymagazine with the likeness of a regularfeature, that will appear to the youth femalemarket.SolutionDolly feature a quiz in every issue, so Ichose this format for our advertorial, whichalso offered the opportunity to advertisefour of our best-selling phones.It was found at…The advertorial featured in a 2010 issue ofDolly magazine. 43
  43. 43. Technical instructionsBriefWrite the copy for the instructional manualthat would be packaged with a newprepaid mobile broadband modem.SolutionI repurposed selected copy from theequivalent Crazy John’s device (we weretheir sister company), and added somedynamic inclusions to reflect the GRLmobilepersonality, whilst still being technicallysound and easy to understand. 44
  44. 44. “Chick-tionary”BriefCompile a “Chick-tionary” full of TxtSpeakwords and phrases that would bedistributed as a gift-with-purchase forprepaid mobile phones.SolutionUsing common TxtSpeak words andphrases and creating a few original onestoo, I created a playful “Chick-tionary”,which proved to be a hit with customersand the media.. 45
  45. 45. Internal communicationsBriefWrite regular communications to the CrazyJohn’s channel, to stimulate sales andeducate staff on the latest GRLmobile offers.SolutionUsing a very fun tone of voice, eachnewsletter was about three pages long,and full of information, pictures and staffincentives. 46
  46. 46. Staff handbooksBriefThis was not a requested document — Icreated it for fun in my spare time.SolutionI wrote an internal staff manual outlining themost common complaints that wereescalated to the Customer Relationsdepartment, with advice on how to avoidsuch complaints — or handle them if theydid arise — during the in-store experience. 47
  47. 47. Customer instructionalBriefWrite the script for a number of customerinstructional episodes that would befeatured on the Crazy John’s website, thatillustrated how the customer could takeadvantage of their phone’s features, forexample, how to use Bluetooth®.SolutionWorking with the film producer andvideographer, as well as the product team,I devised scripts that would be easilyunderstandable by all members of thecommunity. 48
  48. 48. Interview ghostwritingBriefRespond to a number of interview questionsfor Professional Marketing magazine, toappear as if they were answered by theManaging Director.SolutionI responded to each question in the voiceof the Managing Director, using replies thatwould most appropriately represent her andthe brand.ResultsThe responses were well-received by theinterviewer, and the resulting article wasvery favourable to the brand.It was found at…The article was published in a 2011 issueof Professional Marketing magazine. Ascan of the full article is available onrequest. 49
  49. 49. Radio advertisementsBriefWrite 30 second radio advertisements fora promotion on Austereo. Choose a voice-over artist to deliver the script.SolutionI wrote a selection of ads, promoting ourcurrent products. I then travelled to Austereoto audition their recommended v.o. artist,and coached her in the delivery of thelines, and our advertising objectives.It was found at…The ads were broadcast in 2008, and wereceived an obvious uplift in sales ofpromoted products. 50
  50. 50. Business presentationsBriefComplete a submission to enter Spinners byShane Warne / lime door brands into theAustralian Marketing Institute 2011 Awardsfor Marketing Excellence in the New Brandcategory.SolutionI completed the submission over one month,which highlighted the Spinners by ShaneWarne success story through its brandrevitalisation from a basic offering oflogoed men’s underwear to a multi-category brand powerhouse tradinginternationally.ResultsSpinners by Shane Warne / lime doorbrands was announced as a State Winnerand a National Finalist in their category. 51
  51. 51. Online TVproduction
  52. 52. Content planningBriefCreate an episode planner for one year’sworth of online TV episodes for bothbrands, to increase customer engagementand prompt “Likes” and “shares” on socialmedia channels and plan an efficientfilming schedule for the US and Australia inAugust 2011.SolutionI conceptualised a range of episodeformats, which would occur once to threetimes across the year, including ‘interview ‘,‘product showcase’, ‘styling and beautytutorial’ and ‘behind-the-scenes’.For the filming schedule, I laid out datesand locations, the event, title, which brandit was being created for and when theepisode would be broadcast. Followingpages included storyboards, interviewquestions and suggested answers. 53
  53. 53. ScriptwritingBriefWrite an attention-grabbing voice-overscript to accompany an internal corporatevideo.SolutionWorking with the video producer andanimator, I wrote a four-minute script thatbreathed some life into what was otherwisesome rather technical and somewhatmundane information. 54
  54. 54. VideographyBriefFilm behind-the-scenes at a Spinners byShane Warne photo shoot and interviewShane Warne for an episode of SpinnersTV.SolutionThe episode was broadcast on theSpinners by Shane Warne website and ontheir social media pages to advertise aconsumer competition.Find it at…The video can be downloaded at:http://yousend.it/yL9Bu8 55
  55. 55. End-to-end video productionBriefCapture video footage and photographyand interview Dita Von Teese at variousevents, including a photo shoot in SantaMonica LA and at Derby Day inMelbourne, and edit into short behind-the-scenes and interview episodes to bebroadcast on the brands’ websites andsocial media pages.SolutionI attended the two-day shoot in LA, spent athird day there interviewing Dita, and fourdays in Melbourne filming behind-the-scenes at various events.The videos were edited using Final CutExpress. 56
  56. 56. Creative direction and project management
  57. 57. Project managementBriefLead the creative and web teams toproduce successful online and creativeexecutions across four brands, threeretailers and two countries, in line with tighttimeframes, commercial requirements, andcompany and stakeholder objectives.SolutionI devised monthly content planners andcalendars and maintained an active annualproject calendar and marketing plan, andmanaged the team workload.ResultsCreative executions were delivered on briefand on time. 58
  58. 58. Budget managementBriefAs Web and Creative Manager, managethe marketing and online budget, to ensurethat marketing initiatives and activities weredelivered on-cost, and returned a positivereturn on investment.SolutionI worked with service providers to forecastthe costs of upcoming activities, mappingeach out on the marketing budget in aconcise manner, detailing activity timelines,marketing “seasons” (e.g. Christmas,Father’s Day), forecasted spend, actualmonthly and annual spend and % of totalspend for each individual activity as well aseach area of marketing as a whole. Image is indicative only. Information has been removed for confidentiality. 59
  59. 59. Website developmentBriefCreate a comprehensive, interactive andinteresting website that will become themain hub for the Spinners by Shane Warnebrand.SolutionI designed the architecture, site map andfour-phase roll-out program. Working withthe web designer, wireframes wereproduced that outlined the content andfunctionality of each page of the website.I oversaw the build and execution of themulti-functional website, leading a team ofweb builders, a web designer and graphicdesigner, and managing the budget.ResultsThe website was rolled out on time, and onbudget. Functionality was usable andeffective, with any initial problemsmanaged immediately. 60
  60. 60. Digital art directionBriefBrief and manage the production of digitalartwork for the Spinners by Shane Warnebrand, their retailers and business partners,covering marketing, advertising andmerchandise promotion acrossSpinnersbyShaneWarne.com, third-partysites, social media platforms and electroniccustomer touchpoints.SolutionI briefed the graphic designer andinteractive designer on upcoming projects,and worked closely with them to managetheir workloads and ensure each element offinal art was visually arresting,commercially effective and delivered ontime.ResultsA colourful, fun and visually appealing suiteof artwork was produced for the duration ofthe brand’s lifetime, which received positivecustomer and industry comments. 61
  61. 61. Online TV directionBriefProduce a new episode of Spinners TVeach month, with content that engagescustomers, prompts “Likes” and “shares” onsocial media channels and ultimately leadsto in-store purchases of the Spinners byShane Warne brand.SolutionI created a Spinners TV episode planner,following the marketing plan and upcomingevents, promotions and product launches.For each resulting episode, I oversaw thefilm producers in the creation ofstoryboards; filming itself, includingsuggested shots and angles, keeping inmind the requirements of the finished video;then supervised and directed them throughpost-production, including editing,graphics, music and bounce-backs to thewebsite. 62
  62. 62. Photography directionBriefWork with photographers at a number ofshoots to ensure photographs matchbusiness requirements, including productstill-shots and modelled garments for useonline, in point-of-sale and advertising andfor PR.SolutionFor each shoot, I would discuss with thephotographer (see photo) the intendedmood of the photographs, lighting, andcommercial requirements, ensuring that theend product suited its purpose. providingthe photographer with point-of-saletemplates in which to fit each keyphotograph.I would also guide the model in theirposing and facial expressions andmotivation.After the shoot, I would brief the retouchartists on any required photo manipulationor touch-ups. 63
  63. 63. Audio directionBriefHelp Shane Warne record a number ofaudio clips to be used as part of a customringtone, plus a selection of genericmarketing clips.Work with the sound engineers to ensurerecordings were completed in a timelymanner, and met commercial requirements.SolutionThroughout the recording session, I guidedShane through how to effectively deliver thelines, including pronunciation, vocal clarityand appropriate tone.I worked with the engineers to correctlylabel each clip, and with choosing clips tokeep and those to delete, as well asworking with the overall tone of therecording, speeding files up whererequired. 64
  64. 64. Marketing strategyBriefUse Blue Ocean marketing strategy tool todetermine a company’s differentiation andspecialisation in the marketplace, that couldbe used by Hamdorf and Associates instrategic business and marketingconsultancy sessions.SolutionI mapped out the Blue Ocean ValueStrategy Canvas and Four ActionsFramework that was used by Hamdorf andAssociates to help clients consider andfinalise their marketing strategies. 65
  65. 65. Intellectual propertyBriefMaintain an understanding of copyrightlaw and intellectual property ownership tohelp Hamdorf and Associates clientsestablish brand equity that is protected andproperly maintained.SolutionI outlined four areas of intellectual propertyand copyright that would ensure their brandelements were cleared to use in the market,could not be challenged or reappropriatedby competitors, and would be consistentlyrepresented in all channels. 66
  66. 66. Style guide managementBriefDevelop and maintain an active style guidethat defines guidelines and usage rulessurrounding all aspects of branding, logos,digital executions, photographs andpackaging.SolutionWorking with the graphic designer, Icreated a comprehensive style guide forinternal use, as well as an abridged versionfor retailers and external suppliers.The style guides were regularly updatedwith newly-developed artworks and photos,and was a fail-safe system for the consistentbranding and representation of Spinners byShane Warne across all channels. 67
  67. 67. Corporate identityBriefHelp The Big Umbrella develop a strikinglogo and corporate identity.SolutionFrom their original logo, I providedbranding guidance to the founder andmanaging director and graphic designer tocreate a commercially viable corporateidentity, including a logo, icon, typography,colours, graphic elements and web design. 68

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