My role at the Myotherapy Association Australia included the development of all marketing plans & activity, communication calendars and project timelines.

End to end development and management of the events calendar, including 30+ professional development events per annum. My role included all marketing, communications, presenter agreements & reporting.

Development and implementation of a new Myotherapy Awareness Week strategy focusing on member and public engagement, with free or low cost events, media and marketing.

End to end management of the first in person conference since Covid.

Total control, implementation, tracking and reporting of all marketing, entertainment and sponsorship budgets including frequent presentations with internal and external stakeholders.

Managing and developing content for the Myotherapy website and social media with ownership and technology restrictions.

Developed an implemented a new tied partnerhsip strategy for the assciation, to increase revenue and provide credibility and value for our members.

Key Results:

Annual conference received outstanding results including;

Sell out of in person tickets, venue capacity 130pax.

Approx. 30% ROI for in the live event, and a large profit on recordings post event.

Developed and managed a sponsorship prospectus, securing over $16,000 in event sponsorship, an increase of 33% YOY

Launching complementary conference professional development courses selling 30+ tickets.

Secured $12,000 in partnership revenue within one month of launching a new partnership prospectus in the month prior to my maternity leave

Identifying new target markets and key customer groups across a diverse season, I was able to develop the following products with exceptional results. Overall, these products generated ticket sales of over 2,700 people in only two years.

Case studies on the below products are available on request, including go-to-market strategies and digital results.

Examples of Festivus for the Rest of Us can be seen here.

Oktoberfest Biergarten
Target Market: 18-35YO, Non-racing enthusiast, <100km from Yarra Glen, male.
Budget: $4,000
Sales: 435 tickets
Revenue: $58, 725
Partners: Bretzel.Biz & Costumes.com.au

Glamping | Australia Day Sleepover
Target Market: Young & Middle Aged Couples (18 - 55YO), Non-racing enthusiast, <150km from Yarra Glen
Budget: $2,000
Attendance: SOLD OUT 20 tents
Revenue: $19,800
Partners: Glamping.co Melbourne & Sony Pictures

Family Fun Zone
Target Market: Families with young children (1 - 14YO), Non-racing enthusiast, <50km from Yarra Glen
Budget: $2,000
Attendance: 700 children
Race Days: Melbourne Cup*, Early Christmas and Australia Day Saturday
Partners: Kelly Sports & Harness Hero’s*

The Vines Lounge
Target Market: Small business owners, Male, <100km of Yarra Glen
Budget: $2,500
Attendance: 160 tickets (SOLD OUT)
Revenue: $37,600
Partners: NIL

A different kind of Christmas Party…

Our Christmas party raceday is one of the largest races on the Yarra Valley calendar, however, there was an opportunity to broaden our horizon and key target market to encourage smaller groups of customers to attend, rather than our traditional large corporate groups.

This was achieved by development of a new product - Festivus for the Rest of Us!

A tongue-in-cheek, slightly salty product, that we were able to use as the go-to-market lead for our entire raceday campaign.

Key Results

Achieved an increase in total attendance of 32.5% to 5,057 pax
• Achieved total pre sales for the event of just under $700k
• Achieved excellent package margins of 32% (excluding admissions)
• Achieved an increased in Raceday Profitability by 42% to $237k
• Achieved the successful development and implementation of two new ‘hero products’ in the Festive Enclosure and the VIP Lounge realising sales of $123k and 789 pax in year one.
• Achieved an increase our sales for various other existing products by 22% to 3582 pax - excluding our new hero products.
• $22,000 in racename sponsorship revenue - due to a new sponsorship sales pack developed.
• Reduced average CPC from digital advertising from $1.70 in 2016/17 to approx. $0.47. (not including social media)
• Social media CPC achieved only $0.27.

Traditional and Digital Advertising Budget: $8,200

My Role

My role included creative development (with the use of a graphic designer), execution and complete overhaul of the entire go-to-market strategy for the raceday.

I developed the marketing and communication strategy, and executed all elements personally. This included liasing with media outlets, developing radio ads (as well as participating in media interviews), digital production, copywriting, partnership and supplier engagement.

I was also responsible for the physical event space and all event management on the day.

I was responsible for maintaining and growing current relationships at Yarra Valley Racing, well as developing new partnerships across the season.

Part of my role included partnering with the Shades of Pink Foundation, has helped raise over $37,000 for the foundation, whilst selling more than 600pax to our VIP lounge - otherwise unused on the Blue Diamond Raceday. More information on the first race day can be found here; https://bit.ly/39Gpzib

The three year Eastland partnership secured over $50,000 per year for the club’s Fashions on the Field events and drove approx. 6,000 entrants per year to one of the five key race days across each season.

My work with the local Chamber of Commerce, and Yarra Ranges Tourism, secured additional coverage for our vents across the season, adn assisted in securing more large events to hire our space outside of race days. This included a large antiques fair and car shows, which contribute a substantial amount of non-raceday revenue and security outside of the racing season.

The highlight of working on the Country Racing account was the rebrand project undertaken in the 2015/2016 racing season.

The largest media and creative spend to date, I was instrumental for the organisation, project management and long-term, ongoing implementation of the Its Got It All campaign.

Key Results

The relaunch of the ‘It’s Got It All’ brand campaign resulted in revenue growth by 37% in the first season. Website traffic grew over 19% including a higher conversion rate.

Database grew by 10% in 2015.

Post campaign research showed that “the campaign was a success according to every measure” with ‘81% stating they actively liked the campaign’.

My Role

My role included pitching the idea and strategic direction to the internal Country Racing Victoria marketing team, board of directors and all club managers at the yearly marketing conference.

I oversaw the comprehensive pre and post market research undertaken by Quantum of which resulted in the best post campaign results that the company (Quantum Research) has ever worked with. We acheived a resounding 81% positive review from all people questioned. 

These campaign evaluation results clearly demonstrate that CRV’s ‘It’s got it all’ campaign was a success according to every measure.

It was well recalled, well liked, got the correct message across effectively, and positively affected behavioural intention to attend Country Racing Victoria events.

I lead the agency team in developing communication and advertisings plans, liaising with media teams, briefing the 3rd party online agencies (developer and media agencies - Unruly and Trade Indy) and working with our internal SEM specialists to develop a comprehensive digital campaign.

I also assisted creating a social campaign and launch competition, as well as development of online content.

This campaign was truly a comprehensive, intensive project that shaped the way for Country Racing Victoria's record seasons in 2015/16 and 2016/17.

Country Racing Victoria hold a range of specific campaigns throughout the racing season, one of the largest is the Kids Summer of Country Racing campaign, which runs from Boxing Day to Australia Day. It offers a range of free kids activities, free entry for kids and a range of family activations around the state.

I was instrumental in initiating the new face of the Kids Summer of Country Racing - Chris Humfrey from Wild Action Zoo.

I developed the campaign communications plan, social media strategy, video content and all remaining digital creative. 

The campaign, although having just finished, has been successful on all preliminary reports in ROI and attendance growth.

Below are some creative examples for the campaign, showing the range of assets that are required throughout the season.

The Zouki group is a new client, being appointed in December 2017. I was instrumental in the pitch process for this brand, which included developing a new brand, creative rollout and launch strategies.

We are currently finalising the logo and full creative rollout which includes development of a communications strategy and detailed social media and content strategy.

The Zouki Group planning incorporates partnership programs with trusted suppliers like Nutrition Australia and both public & private hospitals, planning for retailing some of their 72 outlets, launch of a new loyalty program and development of two new websites (B2B and B2C).

Below are some examples of the creative rollout already completed.

In conjunction with the internal marketing team, we developed a new creative execution expanding the brand as a way to best convey the principles of BIG4 Holiday Parks and the "Great Australian Break".

The campaign, and implementation of such, needed to expand to a wide range of audience groups, including both considerers and non-considerers of holiday parks overall.

Key Results

BIG4 is currently sitting at 76% prompted brand awareness and Prompted brand awareness up by 10% since the isn’t it time brand campaign was launched by my team.

Substantial (7%) growth in traffic to BIG4.com.au (resulting in 6.7M sessions)

Below the line thematic campaign resulted in an increase in 9% of bookings growth via BIG4.com.au.

Cluster campaigns resulted in a $650k (10%) revenue growth during cluster promotions.

Social media initiatives resulted in a 78% increase in traffic to BIG4.com.au from social channels alone, directly resulting in 74% revenue growth.

My Role

The campaign included development of a wide range of communications in both traditional and digital channels. 

I was instrumental in the production and development of the two brand TV commercials, including management of the shoot and post production variations for digital applications.

Importantly, the updated brand campaign needed to be responsive to world events and changing consumer mindsets.

I produce a wide range of large impact collateral across the year for BIG4 which are now inline with the isn't it time campaign.

These include activations, stand creative and collateral for yearly trade shows, including the  Caravan and Camping show (5 state shows across Australia) and International (ATE) trade show.

Below is a sample of the work produced in the last year for BIG4.

In conjunction with the internal digital team, I was the lead project manager on the complete revamp of the current eDM platform.

This project included the lifecycle mapping for purchasing, member vs subscriber welcome series, retention modelling and internal communications.

I was on the panel, to represent the agency, to shortlist and vet platforms and email systems, including as part of the RFT process.

I was the project manager on development of the creative templates, and the agency liaison with the Taguchi team. We managed the launch of the new system, the tracking and list management for the project and have seen some substantial results since its launch in November 2017.

Below are a few examples of a lifecycle plan and templates for implementation. Additional examples and details on this project are available upon request.

I was the project lead on the DAF Trucks re-positioning project and pitch process. The project included a range of traditional and digital comms.

The comprehensive digital campaign included a sophisticated programatic, geo-targeted media buy, as well as third party Bauer media properties, all with specific and targeted messaging.

I was also instrumental in leading the DAF stand for the Brisbane Truck Show, the largest truck show in the southern hemisphere - it included an activation and competition.

My project management included overhauling dealer and LAM creative for the DAF dealers, which enabled the brand to expand across the regional network.

From all of the post campaign reports, DAF has recorded an increase of 2% brand awareness points, and the best sales results from the last three years.

Below are a range of digital and traditional creative executions.