Split Media is a boutique content creation and digital marketing consultancy based in West Brunswick, Australia. Specialising in online communications, video and creative concepts, Split Media is headed by award-winning digital marketer and copywriter Isobel Bedford, who boasts a diverse portfolio of professional experience, including with many high- profile brands.

1. Digital Marketing, Copywriting and Content
folio 2013

2. Split Media is a boutique content creation
and digital marketing consultancy based
in West Brunswick, Australia. Specialising
in online communications, video and
creative concepts, Split Media is headed
by award-winning digital marketer and
copywriter Isobel Bedford, who boasts a
diverse portfolio of professional
experience, including with many high-
profile brands.

3. Brands, clients and experience

4. Social media
and websites

5. Facebook
Brief
Write posts for the Western Digital New
Zealand Facebook page from May to
September 2012 (did not include
responding to customer comments).
Solution
I wrote posts about hard drives, computers
and technology that were fun, funny,
informative and interesting.
Results
Significant increase in Likes, Reach and
Impressions over the period.
Find it at…
https://www.facebook.com/wdkiwi
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6. Twitter
Brief
Write regular updates on the launch of the
Dita Von Teese Muse dress collection, that
would also highlight brand creators lime
door brands.
Solution
I created daily tweets including hashtags
and mentioning @DitaVonTeese, allowing
her to retweet them to her 930,000
followers. I managed this page from launch
until September 2011.
Results
Numerous retweets and mentions from Dita
Von Teese and fans, with a steady increase
of new followers.
Find it at…
https://www.twitter.com/limedoorbrands
6

7. Pinterest
Brief
Create a Pinterest page for high-end carpet
distributor, above left, that would highlight
their carpets in an exciting way that would
attract Repins and Follows.
Solution
For each of the ranges in their line, I
created a Pinterest board, which I filled with
related images. For example, for their In
Transit collection, I Pinned a collection of
images about transport and commuting,
and for their Executive Suite, the board was
full of aspirational interiors, offices and
fashion for men.
Find it at…
http://pinterest.com/aboveleft/
7

8. Blogging
Brief
Write a monthly blog about the benefits of
acupuncture and traditional Chinese
medicine to attract customers and establish
Meridian Medical Centre as experts in the
field.
Solution
Blog topics covered issues aimed at three
main customer groups: professional
women, the over 50s and tradespeople.
Find more at…
http://www.meridian-health.com.au/blog/
8

9. Social strategy
Brief
Develop a social media strategy for above
left, a high-end carpet distributor.
Solution
I proposed a Pinterest page as the most
appropriate channel for this company,
whose product was richly visual.
I produced an interactive strategy session,
where we workshopped objectives and how
we would measure these, competitor
analysis, positioning, the audience, and the
general look and feel of the page. This was
complemented by logistics and marketing
recommendations.
Results
The strategy was adopted and the Pinterest
page is now live.
Find it at…
http://pinterest.com/aboveleft/
9

10. Website roll-out
Brief
Create a comprehensive, interactive and
interesting website that would become the
main hub for the Spinners by Shane Warne
brand.
Solution
I designed the architecture, site map and
roll-out program and oversaw its execution,
leading a team of web builders, a web
designer and graphic designer.
I wrote the copy on the site and managed
the production of Spinners TV, leading the
videographer and film editor. I oversaw the
CMS of the site and responded to all
customer and business enquiries. I wrote
the script and wholly produced a
downloadable ringtone. The site is no
longer live, following the sale of the brand
in 2011.
Results
J-curve in website membership, and regular
customer interaction.
10

11. Copywriting and
communications

12. Product information
Brief
Write copy—on behalf of Targetbase
Integrated—for a selection of proposals
advertising Lenovo’s ThinkPad and
ThinkCentre range to IT managers in the
international market. Copy should be THINKCENTRE®
M92/M92p
enticing, and highlight the benefits of the Intel® CoreTM
i5-2520M processor
Genuine Windows® 7
Professional 64-bit
product, to encourage the reader to 8GB (1380MHz) RAM
160GB SSD HDD
4-in-1 Media Card Reader
contact Lenovo to discuss a possible
3-year On-site Warranty
SGD XXXX
purchase of the products.
PART NO. XXXXX
Solution
I wrote copy for information sheets and the
email they were attached to for five of the
Lenovo ranges.
Results
The client was very happy with the results,
ThinkVision® LT2323z Monitor (3028-LB2) KEEP YOUR DRIVE
23” IPS LED Panel with Full HD Camera and Dual Digital Microphones We respect the importance of keeping corporate
makes web conferencing feel like being there. Features USB 3.0 hub, plus files confidential. Keep Your Drive allows you to
DisplayPort and VGA monitor ports.
and further contracts with the brand have
retain your disk drive if it should happen to fail,
www.lenovo.com/support/monitors! giving you the peace of mind of knowing your
valuable data is secure.!
ThinkCentre® Extended Arm (57Y4352)
been secured. Tilt, pivot, raise or lower your monitor for improved viewing comfort in
portrait or landscape mode. Extend or collapse to move monitor out of the
way when not in use. 10.6 in (270 mm) of height adjustment.
ASSET TAGGING
In the case of loss or theft, dealing with your
www.lenovo.com/support/monitoraccessories! insurance company and the authorities can be
complicated and time consuming. Simplify the
Lenovo Ultraslim Plus Wireless Keyboard and Mouse (0A34032) process with Lenovo Asset Tagging. Systems come
Eliminate cables using this comfortable and reliable 2.4 GHz wireless equipped with a professional, flexible asset tag
keyboard and mouse combination. based on your exact requirements so your PCs are
www.lenovo.com/support/keyboards! easily identifiable and traceable right out of the box.!
TO LEARN MORE ABOUT THE THINKCENTRE® M92 AND M92P
TINY DESKTOPS PLEASE CONTACT [insert rep details]
WWW.LENOVO.COM/<CTRY>/WHYLENOVO
Footnote: 1. Opal SSC HDD required. 2. Fingerprint reader is as an optional feature available on most configurations. ThinkCentre models require special keyboards. 3. Claim is calculated by taking the
average of Lenovo EE3 notebooks and desktops, and comparing it with average data from 49 competitor products of similar configuration (Intel® Core™ i3, i5 and i7 PCs only). Testing conducted by CNET
Labs, Beijing in December 2011, using the independent VTS tool to measure start-up times and other performance measurements. Performance will vary by model and configuration. 4. Monitors 1 & 2: Two
DisplayPort cables split by optional dongle; Monitors 3 & 4: Two DisplayPort cables split by optional dongle. 5. M92p Tiny (Core i5-3450T) vs. M91p SFF (Core i7-2600). Calculation based on E_TEC
(Conventional) in latest Energy Star standard. Trademarks: The following are registered trademarks of Lenovo: the Lenovo logo and ThinkPad. Microsoft and Windows are registered trademarks of the
Microsoft Corporation. Other company, product and service names may be trademarks or service marks of others. © 2012 Lenovo. All rights reserved.
12

13. EDMs
Brief
Provide copy for the monthly L’Oréal Paris
Beauty Confidential email with a focus on
featured products, promotions, events and
competitions, with the aim of customer
click-throughs to the website and
competition entries.
Solution
My copy was used for selected sections of
the EDM, including the tagline and call-to-
action for the hero story, plus the Coles
Health and Beauty Week and LMFF VIP
competition winner sections.
I am also experienced in manging and
distributing MailChimp EDM campaigns.
Results
The EDM was successfully distributed late
March 2012.
13

14. Customer SMS
Brief
Write regular customer SMSs for the
GRLmobile brand, advertising upcoming
promotions, or to stimulate extra spend.
Solution
Making use of txtspeak and symbols, I
communicated each message effectively
within the 160 character limit.
Results
Up-sell SMS promotions achieved great
success throughout each promotion period.
14

15. Product copy
Brief Foil Feather Burn-out Tee GRLmobile 100% Pure Water
Write fun and attention-grabbing copy for
The concept that male birds need to wear Instant fashionista – just add water
each product on the GRLmobile website brightly coloured patterns and plumage to
that will appeal to young, fashion- impress their females is quite funny when In his famous Messages From Water
conscious females. compared to human society. For us, it’s the experiments, Dr. Masaru Emoto
chicks who dress to impress, while dudes photographed the results of how certain
Solution seem comfortable in a dirty pair of jeans and words and phrases can dramatically alter the
The copy was used in the Products section ripped t-shirt. We think that the birds have got molecular structure of water. His findings
of GRLmobile.com, which is no longer it right — who wouldn’t be excited to see your could suggest that drinking water from these
crush prancing around in an electric blue GRLmobile-labelled bottles could enhance
online.
velour tuxedo fluffing up his bangs trying to your glamour proficiency in miraculous ways.
get your attention? Probably 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.
15

16. Brochures
Brief
Create in-store brochures that outline each
mobile service in the GRLmobile offering,
from pre-paid plans and caps to
broadband, including technical
information, terms and conditions.
Solution
As well as writing all the copy, I worked
closely with the graphic designer and
creative director on the layout and final
creative.
16

17. Editorial
Brief
Write three editorial articles to feature on
the SpinnersbyShaneWarne.com “Spin
Matters” Health, Style and Lifestyle
sections, that will appeal to 25–50 year old
male and female sport-lovers.
Solution
I wrote three articles, Staying healthy and
happy one latté at a time, Android: an app
revolution and Choosing jeans — be the
king of your pins, researching each topic
thoroughly.
17

18. Business presentations
Brief
Complete a submission to enter Spinners
by Shane Warne / lime door brands into
the Australian Marketing Institute 2011
Awards for Marketing Excellence in the
New Brand category.
Solution
I completed the submission over one
month, which highlighted the Spinners by
Shane Warne success story through its
brand revitalisation from a basic offering of
logoed men’s underwear to a multi-
category brand powerhouse trading
internationally.
Results
Spinners by Shane Warne / lime door
brands was announced as a State Winner
and a National Finalist in their category.
18

19. Online TV
production

20. Scriptwriting
Brief
Write a fun and easy-to-understand voice-
over script for a series of how-to videos for
the Dulux Australia website that were
produced by Hase Media Group.
Solution
Working with the video producer and
animator, I wrote seven four-minute scripts
that clearly explained the process of
painting various surfaces and areas.
Find them at…
http://www.dulux.com.au/advice/how-to-
guides/how-to-paint-interior-surfaces
20

21. Animation consultation
Brief
Strategise animations to accompany scripts
for four videos about how businesses can
benefit from accepting American Express.
Solution
As well as scripting consultation, I worked
with the director and head animator at
Hase Media to brainstorm fun and effective
animations to visually explain the concepts
outlined in the script.
Find them at…
The videos can be viewed at
http://www.youtube.com/user/
americanexpressau?feature=results_main
21

22. YouTube production
Brief
Produce monthly episodes for the
SunSmart YouTube channel, that
encourage viewers to stay safe in the
sun. This work is through employment
with Cancer Council Victoria.
Solution
I film video and record audio for a
number of episodes, including the
release of the Sun Savvy Chic dress,
designed by JASONGRECH.
Find them at…
The videos can be viewed at
http://www.youtube.com/watch?
v=1k48CCyT24M
22

23. Creative direction and
project management

24. Project management
Brief
Lead the creative and web teams to
produce successful online and creative
executions across four brands, three
retailers and two countries, in line with tight
timeframes, commercial requirements, and
company and stakeholder objectives.
Solution
I devised monthly content planners and
calendars and maintained an active annual
project calendar and marketing plan, and
managed the team workload.
Results
Creative executions were delivered on brief
and on time.
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25. Digital art direction
Brief
Brief and manage the production of digital
artwork for the Spinners by Shane Warne
brand, their retailers and business partners,
covering marketing, advertising and
merchandise promotion across
SpinnersbyShaneWarne.com, third-party
sites, social media platforms and electronic
customer touchpoints.
Solution
I briefed the graphic designer and
interactive designer on upcoming projects,
and worked closely with them to manage
their workloads and ensure each element
of final art was visually arresting,
commercially effective and delivered on
time.
Results
A colourful, fun and visually appealing
suite of artwork was produced for the
duration of the brand’s lifetime, which
received positive customer and industry
comments.
25

26. Marketing strategy
Brief
Use Blue Ocean marketing strategy tool to
determine a company’s differentiation and
specialisation in the marketplace, that
could be used by Hamdorf and Associates
in strategic business and marketing
consultancy sessions.
Solution
I mapped out the Blue Ocean Value
Strategy Canvas and Four Actions
Framework that was used by Hamdorf and
Associates to help clients consider and
finalise their marketing strategies.
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