The Salvation Army Oasis - Athena Creative Web

Video Production – The Salvation Army Oasis

Content Strategy, Copywriting, Not for Profit, Public Health/Education, Video Editing & Production

Advertising Videos

Background

I produced two advertising videos for Youtube which were designed to compel action from target audiences. One video targeting the gambler and the other targeted the family and whānau of the gambler.

I created both videos on shoe-string budget, in order to save more money for the ad spend itself. I used the voice acting skills of internal resources within the Salvation Army, rather than paying for an external provider. I also produced these videos using a combination of royalty free stock videos along with previously created video content in order to reduce costs down to zero.

Results

The two videos were viewed over 100,000 times in New Zealand during the campaigns and had a relatively high average click through rate of almost 8%. This indicated that the ad targeting was spot on for the video and also that the goal of brand awareness and engagement was achieved for Oasis.

Educational video series

Background

During the COVID-19 pandemic in New Zealand there was a huge increase in online gambling. This was brought on in New Zealand by the closure of casinos, gaming and betting venues during this unprecedented time.

Oasis helps to reduce the harm of gambling in Aotearoa New Zealand. They are a part of The Salvation Army. During COVID-19, I helped their team of public health workers, counsellors and case workers to pivot to a completely new way of working that was not face-to-face but rather online and through new modes of communication and support.

Solutions

The team pulled together admirably and effectively when faced with the challenges of both covid and the increased risks people face from online gambling.

I suggested that we could create a range of content that educates the community on various ways they can help themselves and reduce their risk online.

We produced a series of videos and a downloadable PDF that reviewed online gambling blocking software. This software can block out gambling websites and apps from one’s devices (with varying degrees of effectiveness).

I also spearheaded the creation of a PDF which clearly outlines the pros and cons for each Gambling Blocker.

Results

The series of six educational videos that I produced were deemed to be so important and vital to community health that they were featured on the Ministry of Health website.

The webpage that featured both the PDF and the videos on the Oasis website ranked very well, with over 3,000 organic views in the first two months of posting.

The videos in this series have been viewed organically over 1,000 times (with no advertising spend). It is clear from this success (at least early on in users’ journeys) that New Zealanders prefer to access self-help to manage their own gambling in many cases, rather than reaching out for counselling, at least in the initial stages.

It is hoped that by providing these resources, that Oasis is the first provider that one thinks of in New Zealand for support to reduce gambling harm.

Online Gambling Blocker PDF

Online Gambling Blocker PDF

Arthritis New Zealand

Content Strategy, Copywriting, Email Marketing, Graphic Design, Not for Profit, Web Design

In Brief

I undertook a contract role to develop a digital transformation strategy for Arthritis New Zealand.  I was the interim manager of the website, social media and digital engagement.  In charge of improving the website appearance and navigability and reviving and re-introducing old content. 

  • Digital strategy for marketing and operational needs.
  • Digital Content Manager for website.
  • Creation and management of an online community about arthritis.
  • Social media and online marketing best practice training and management.
  • Marketing and comms planning and budgeting.
  • Training staff on using digital tools, content marketing and social media best practice and using a CMS.

Background

Arthritis New Zealand are one of the leading health NFPs in New Zealand, with a strong 20 year history of helping the community.

Although an organisational restructure and a rolling back of the organisation’s visibility in the regional parts of New Zealand led to some disquiet among staff and within the community about the organisation’s future.

The task at hand was to create a digital transformation strategy which encompassed the operational structure, objectives and goals of their changing organisation, so that they could reach a much broader audience through digital tools rather than through face-to-face seminars in the community.

The project needed to encompass fundraising, advocacy and awareness, volunteering, community education, administration departments of the organisation located at three offices – Christchurch, Wellington and Auckland offices.

Recommendations

  • Remove snail mail for fundraising in favour of eDMs and targeted newsletters, augmented with snail mail post where no email address was available.
  • Streamline email marketing and automate and personalise email newsletters using both Hootsuite CRM and MailChimp.
  •  A website revamp based around data-led insights into strategic marketing and future direction.
  • A complete content audit of all content assets: video, audio, presentations, books, web content, user-generated content. Then revamp this content with consistently branded graphic design assets.
  • A feasibility assessment on a mobile app which provides accessible audience-appropriate content for young people and teens with arthritis.
  • The creation of a series of educational webinars which can be viewed live and then archived for ongoing viewing on the website and YouTube.
  • The creation of an online community called ‘Your Community, Your Voice’ where bloggers affiliated with Arthritis New Zealand can talk about their experiences with having the condition or treating others with the condition.
  • Comprehensive training on the importance of using digital tools such as mobile apps, webinars, social media and the website for harnessing change and creating community engagement.

Results

Some of the recommendations in the digital strategy were incredibly successful however for institutional and fiscal reasons, not all of the recommendations were implemented.

On a positive note, I managed to instigate a new way of working in an inter-team collaborative manner. I implemented scrum style meetings within the marketing team as well as between teams over a conference call in order to facilitate collaboration and a more open communication style. This opened up the channels of collaboration and ensured creative, novel ways of working were established.

I created an online community and sourced 20 local bloggers. Then I set up a content and social media plan for the following 12 months which was designed to support and leverage key fundraising dates and events throughout the year. This was a strategy-led content calendar that harnessed user-generated content created by active members of the Arthritis New Zealand community.

A fully functioning online community meant significantly less work for the fundraising, marketing and community engagement teams to find and produce stories.
The ‘Your Community, Your Voice’ online community was so successful that it resulted in a 30% uptick in organic traffic to the website in its first 3 months. The high quality, fresh content on the website put the Arthritis New Zealand website in first place on Google in organic search.
The conversion rate of specific event-based content on the website was measured using Google Analytics. A 30% increase in organic traffic to the online community and effective calls to action meant a boost in conversion by 40% around specific event sign-ups and webinars.
I trained teams across the country on best practice usage of social media, content management and branding. I also trained teams on better ways of collaborating together in groups and aligning together on shared goals. Team feedback suggested that this was highly useful.
I significantly reduced cost for the organisation on the production of webinars by costing and implementing Zoom as an alternative to a London-based branding consultancy charging thousands of dollars for the same thing. Then I trained the teams on using Zoom.
Removing snail mail on several fundraising campaigns and replacing this with 90% email marketing reduced printing cost by approximately $9,000 per year.

Web design and graphic design revamp showreel

Along with the partial redesign of the Arthritis New Zealand website, I also designed marketing assets like social media posts (see below), email marketing templates, slides, conference posts and infographics using Adobe InDesign and sourced royalty free stock images to aid in the brand storytelling.

Arthritis New Zealand poster design

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‘Your Community, Your Voice’: Community set up and management