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

7 essentials for creating pay-per-click campaign copy that get results

Blog, Digital Marketing Strategy

Pay-per-click ad copy is an art form rendered in miniature. It’s a challenge to be so succinct in wording and yet to manage to capture a client’s unique value proposition, key selling point and the value to the customer. Although PPC ads can be powerful when you follow these simple steps for success.

7 essentials for creating pay-per-click campaign copy that get results
Are you standing out with your pay per click campaigns to reach your target audience around the globe?

1. Value: Why is your offer relevant and valuable to your audience?

How is it valuable to the audience in a broader sense. i.e. ”Reinvent yourself this new year with Reebok”

2. Offer – What exactly are you presenting to your audience?

What are you selling? Fewer calories, recycled plastic, 40% off on all now. How does the offer set itself apart from the competition? This is essential to consider in your PPC campaign. Your offer needs to be meaningful, valuable, targeted and specific to the audience’s needs.

3. Proposition – What are you asking your audience to do?

The simple action of asking people to do something can be all that’s needed to prompt the potential buyer. Although this is the other side of the coin for providing an offer. You can’t ask people to perform an action, without also providing a valuable and meaningful offer.

  • i.e. call to action. ”Free Delivery This Week Only”
  • ”Order now”
  • ”Lowest price guaranteed – buy now!”
7 essentials for creating pay-per-click campaign copy that get results
What planning have you done so far on your PPC campaigns? Are you asking your audience the right questions?

4. Speak directly to a pain point

  • Nobody visiting your site? Call us
  • Need a new body for summer? Call us
  • Drowning in tax paperwork? Call us
  • Gas bill hit the roof? Call us

5. Create a sense of urgency

A two for one deal on a massage or facial offer that ends in 24 hours will have more sticking power than a run-of-the-mill offer with no urgency attached to it. Limited time offers get results because they offer better value for money to customers.

7 essentials for creating pay-per-click campaign copy that get results
By creating a sense of urgency, or a limited time offer, you are helping to generate demand.

6. Qualify your leads

It’s no good trying to sell  car tyres to people with no cars, or conversely tampons to teenage boys or woman aged over 70. Ensure that your copy along with your Adwords campaign is reflecting the target audience you are seeking to capture, for that particular targeted campaign. This is also important so that you’re not making false promises with your PPC ad copy that isn’t being delivered on your campaign landing page/squeeze page. when you tweak your PPC copy to be better then you will find that the abandonment rate on the landing page (how many people click through and then click away without taking action) will decrease.

For example: Super cheap insurance for the students; Save on heating this winter in Sydney.

7 essentials for creating pay-per-click campaign copy that get results
Ensure that you are targeting the right audience and their needs to pre-qualify them in the PPC ads

7. Gamble – be quirky, irreverant and different

A simple memory hack is that people remember weird and quirky over ordinary and run-of-the-mill when it comes to marketing. Try and marry quirky, witty and slightly off the wall elements into your PPC campaign and you will find that these work, so long as the reference isn’t too obscure for people to understand. When in doubt, get several other people to give their opinion.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Given that around 2.35 billion people will be using social media after 2020, it no longer makes any sense for businesses to ignore the importance of social media. No matter what part of the social media journey you're on, just starting out or a veteran – there's always room for improvement. With that in mind, here's ten ways to ramp up your social media presence.

Six Ways to Ramp Up Your Social Media Presence

Blog, Social Media Marketing

Given that around 2.35 billion people will be using social media after 2020, it no longer makes any sense for businesses to ignore the importance of social media. No matter what part of the social media journey you’re on, just starting out or a veteran – there’s always room for improvement. With that in mind, here’s ten ways to ramp up your social media presence.

1. Choose Your Social Media Platforms Wisely

If you’re running a corporate business consultancy, there’s probably not much point being on Facebook. Likewise if you’re running a largely B2B enterprise. Your organisation would be better off on LinkedIn. However, if you are running a B2C enterprise where the end user is the consumer, then Facebook makes complete sense. This is where consumers spend a lot of time interacting with consumer brands. As a general rule, if you are a visually-oriented field such as design, photography, art, food, fashion or travel – then platforms geared for visual triggers and sharing like Instagram and Pinterest might be for you. Twitter is suitable for any business that requires fast moving interactivity and conversation about products or services. That’s why banks, news agencies and transport companies tend to have a strong presence and following on Twitter.

Six Ways to Ramp Up Your Social Media Presence
It may seem like a good idea to put yourself onto every platform out there, but be selective about choosing your social platforms, according to where your audience is likely to be.

2. Keep Content Timely, Newsworthy and Visual

We can define newsworthy content as being what the audience wants to hear about. So for example, if you were running a home décor company, then you would profile some fashionable trends in lounge furniture this year.

Also important is timeliness. Create a calendar of relevant holidays, seasons and key dates for the general population and the industry. Integrate these into your content as well. In this case, write about trends in lounge furniture that make a perfect Valentine’s Day gift! Or track down the birth date of the person who invented the chesterfield sofa, and offer a competition on that day.

Don’t be afraid to ask your fans what they enjoy hearing about. Social media is a conversation not a one way street. Finally, keep the ratio of pictures and videos high – social media is predominantly visual.

3. Tell a Compelling Story

With the time line functionality of many social media platforms such as Facebook, it’s become easier to showcase the bigger picture of your business, including milestones in the company history, employees, changes and innovations and community activities. All of this can be great publicity for your business and be a compelling story on social media.

In this talk, grand daddy of online marketing, Seth Godin talks about how social media and the future of work and communication.

Six Ways to Ramp Up Your Social Media Presence
Don’t squander people’s attention with boring stories, keep it real and interesting.

4. Be Authentic

When interacting on social media, make sure that you use a tone of voice that’s appropriate for the interaction. This isn’t a place for stiff boardroom professionalism. Think of the community you’re dealing with, as being your friend’s friend. You would be friendly, warm and yet polite and respectful. The key to being social media savvy, is truly listening to what the community says and learning from it. The key is being a real person and not a cardboard cut out.

5. Treat Social Media As An Arm of Customer Service

Social Media nowadays is becoming more and more important to the daily running of organisations and small businesses. The more that you make your presence visible on social media, the more likely that your customers will find and interact with you there. After all, it’s cheaper and quicker than a phone call and it’s also publicly visible.

There is a risky part of social media for businesses. If a complaint or gripe goes unanswered, it will reflect badly on that business in terms of customer service. So always stay vigilant on social media and have a polite, helpful and useful response ready. Don’t be tempted to be apathetic or less than helpful – as you’re responding on a public forum, this will only have a negative impact on the brand’s image.

A variety of interesting sorts are on social media platforms, engage with them but beware of trolls

6. Measure Your Impact

There’s no use in having a social media presence without measurement, to ensure that it’s effective. Use Google Analytics and third party applications to track and measure your performance across time frames and with different campaigns. Only then can you accurately gauge the success of your social media campaign.

Effective social media marketing can be a lot more tricky than meets the eye. For comprehensive advice on how to improve your presence on social media, speak with me today.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Ascension Magazine

Content Strategy, Copywriting, FMCG and Retail, PR & Media

Ascension Magazine aims to inspire Indigenous and ethnically diverse women in Australia to love, appreciate and relish the gift of life. Ascension Magazine both online and in print explores life’s many treasures; beauty, culture and creativity through enriching and empowering content. Their desire is to liberate our readers to love the skin they are in and embrace their infinite power.

At the very inception of the magazine in 2013, I helped Ascension Magazine founder, model and Indigenous Australian beauty maven Sasha Sarago to create key brand documents for Australia’s first fashion and lifestyle magazine for ethnically diverse women and indigenous women.

Challenges

Prior to the launch of the magazine’s first issue, Sasha needed a full suite of launch documents, such as a media release and media kit which would help her to sell advertising space in the debut edition of the print magazine. She also needed a sales document which would help her to crowd-fund the launch of the magazine.

Ascension magazine media kit cover

Solutions

I brainstormed with Sasha and together we came up with core branding concepts for the copy, which would tell an amazing and inspiring story of the magazine and its uniqueness from all other existing fashion magazines in Australia. This included:

  • A media release highlighting the launch of the magazine.
  • Go Fund Me launch campaign sales copy
  • A media kit
  • Lyrical, prose-inspired brand storytelling

Brand storytelling

The brand storytelling needed to be lyrical, poetic and inspiring. In terms of copy style, I used as inspiration the editorial of Oprah Winfrey’s O magazine along with the writing of Maya Angelou. However this brand storytelling couldn’t be derivative at all. It needed to be fresh, uniquely Australian and unique to the spirit and values of this powerful collective of people and their robust potential for greatness.

Ascension magazine media kit cover

As such, myself along with Sasha wrote the following prose to encapsulate the soul and spirit of the magazine:

 

Spirit speaks to us. She guides us in an unspoken language. Spirit whispers softly in our ears.

 Ssshhh…Listen! Can you hear her?

 Spirit urges us to listen to our intuition. But we hardly ever do. Why is this? As women, we’re conditioned to ignore our power. To play small and conform to a foreign ideal that places us in constant conflict and turmoil with ourselves and the world.

 Ascension Magazine is a spiritual revolution. Right now we are in hot pursuit to reclaim Spirit.

It is time to give ourselves permission to transcend everything that no longer serves us.

 This is called Emancipation.

 When we realise that we’re infinite beings; we become capable of everything our heart desires.

The universe never meant for us to act in desperation, but in faith, expecting abundance.

 Our ancestors are aware of this wisdom.

 They watch and wait patiently for us to understand this universal truth.

Culture beats like a drum in our hearts. It runs deep through our bloodlines.

It’s the glue that binds us to each other. Our language, totems, dances, songs, our spiritual home is where we derive strength and purpose.

 Culture is never lost. From all parts of the globe, we Australian women share a common reverence for culture.

 With many new dialogues of ancestry, tradition and contemporary expression these are signs of a cultural renaissance.

 What sets Ascension Magazine apart from every other glossy magazine, is our courage to see the world in colour rather than in black and white.

 Ascension is the magic that happens when women dare to be fearless and release the goddess power within.

Welcome to Australia’s first Indigenous and Ethnic Women’s Lifestyle Magazine.

 

Media Kit

For the media kit I thoroughly researched the fashion media landscape in Australia to find out about evidence that the media thus far had never been ethnically diverse and had been predominantly white. I didn’t need to look very far to find that evidence. This went into the media kit as a persuasive arguments to potential advertisers of the untapped potential they were missing.

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Media release for launch

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Results

The magazine is now in its fifth year and has evolved from being a print only magazine to becoming an online and social hub for ethnically diverse women in Australia with a vibrant community of dedicated followers.

The magazine has gone from strength to strength over the years, and I like to think that this is in part because of my initial help to kick-start the publication at its very inception.

Access CN – Minenssey

Content Strategy, Copywriting, FMCG and Retail

Access CN are a Sydney-based marketing agency that enlisted the help of Total Marketing in order to generate brand storytelling for a new Australian brand of mineral make-up, Minenssey.

Minenssey is a rapidly growing cosmetics brand that targets the Asian market with natural mineral skincare range for women of all ages and skin concerns.

Challenges

The team at Access CN needed the make-up brand to have a native speaking Australian tone of voice. They needed the language to sound natural, polished, sophisticated, lyrical and poetic.

Minenssey’s overall brand storytelling needed to be a form of accessible glamour and affordable beauty that would cater to a middle income audience of Asian women.

Solutions

Athena worked with the Access CN Marketing Manager Amelia Hu and came up with the right language to convey the brand storytelling and product marketing for both the website and product packaging.

She generated lyrical and poetic product descriptions for both the Minenssey product packaging and the website.

Minenssey-Australian-Clay-Hydrating-Mask-White+Clay-Flannel-Flower-Rosella-1.jpg

She checked that Minenssey’s online shopping experience was being optimised in the best way, to ensure that they were going to attract customers. She did this by looking at their returns and delivery policy. She made recommendations on how they could lower the cost for delivery, and clarified and clearly explained their returns policy, making the products more appealing to customers.

She ensured that the FAQs on their website were clear, and not going to lead to a frustrating experience from the potential customer’s perspective.

She fact-checked the medicinal properties and purported benefits of ingredients in the products. Then in some cases she advised when the wording on the product packaging needed to be slightly altered so that it wouldn’t be potentially misleading to the customer.

She proof-read all of the terms and conditions and privacy policy and ensured that it all matched according to Australian online consumer law.

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Results

Amelia Hu, Access CN’s marketing manager was happy with the work of Athena from Total Marketing. In an email she provided this feedback.

“Hi Athena, you are one of the best vendors I have ever worked with. Thank you so much for all of your information and suggestions for Minenssey, they are extremely helpful. The copy on the website looks really beautiful and the client is really happy with it.” Amelia Hu, Minenssey Marketing Manager, Access CN.

minenssey.PNG