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

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Brain Research New Zealand

Content Strategy, Copywriting, Graphic Design, Public Health/Education, Social Media Marketing, Video Editing & Production, Web Design

Background and challenges

Brain Research New Zealand – Rangahau Roro Aotearoa (BRNZ) is a Centre of Research Excellence which was newly created in 2014. BRNZ involved 4 Universities – Otago, Canterbury, Auckland and AUT along with several independent research institutes and groups and over 300 researchers.

BRNZ’s aim was to advance the treatment and prevention of diseases of the ageing brain on a global scale. BRNZ therefore required a heavy-duty marketing approach to kick it off.

I was the sole-charge marketing person for the group and as such had to be a one-woman band. I also had a zero dollar marketing budget with virtually no access to funding for day-to-day marketing, with the exception of the creation of the annual report and some key research events.

As such I needed to produce valuable marketing assets out of nothing but my own capabilities. I also needed to foster an atmosphere of branding consistency and cooperation between historically competitive institutions, which were now brought together under the same banner for the first time.

I therefore put together a marketing strategy and then executed all of it highly effectively.

Actions

• Management of a database of community members for targeted personalised comms around specific issues, via Hubspot and HootSuite.

• Ongoing community outreach with relevant not for profits and iwi across the country – both online and in-person events.

• Event planning, management and promotion before, during and after events.

• Produce creative, cost-effective merchandise, branding materials and visual branding (myself and via an outsourced agency).

• Social media management and content management best practice training for researchers.

• Measuring and optimising the website using Google Analytics and making cost-effective recommendations for optimising content for SEO and conversion.

• Content, design and digital marketing using free and open-source tools where possible to keep costs low.

• Media liaison with Fairfax, NZ Herald and other journalists and getting researchers stories out into the media.

• Relationship building with dispersed teams and individuals in order to capture and convey research stories to the wider world and get cooperation on key campaigns.

 

Results

 

Community engagement, social media and online conversion optimisation

As a part of my role with Brain Research New Zealand – Rangahau Roro Aotearoa, my role was to engage directly with Not for Profits and Maori Iwi within Auckland and Dunedin and to arrange marae visits for researchers and clinicians.
BRNZ had a stall at Te Matatini 2016 was an outstanding success. I managed to giveaway over 3,000 kete bags with the koromiko seeds and also to giveaway approximately 1,500 notepads. The community outreach and #GrowWithBRNZ campaign online and offline resulted in a 30% increase in Twitter followers along with substantial user generated content.
The campaign also meant a spike in engagement, with over 3,000 views of the website during the week of the event. The conversion goal of 100 responses to our online survey was exceeded and we received over 800 responses to the online survey into knowledge of neurological conditions.
Community events (which I organised and ran) contributed to the group receiving millions in philanthropic funding towards improving health outcomes.

Media interviews 

Read the full selection of stories on Linked In

 

Web design, graphic design, content marketing

I designed a new website for Brain Research New Zealand which was based on usability assessments, paper and online surveys, and research into the existing CMS and what pages were most visited on the site. Also the UX process involved integrating the most important user functionality such as access to new research studies looking for participants, as well as contact information for key clinicians. I designed the site with this and design best practice principles in mind.

Internal communications/ research collaboration

I wrote, designed and produced a pamphlet for researchers to promote themselves internally to other researchers within BRNZ and externally to researchers around the world.

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Annual Report writing, design and production management

This was the first annual report ever produced for Brain Research New Zealand.Therefore it needed to be visually impressive, on-brand and also contain stories of substance and scientific rigour which would impress the target audience – the Tertiary Education Commission (TEC) the governing body which provides funding to BRNZ on a 4 yearly basis.

I coordinated the content, interviewed researchers, coordinated the photography and managed the production of the design and printing via a design agency.

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Video production and post production

For the opening of several new dementia research clinics across the country, I managed photo shoots and produced a series of videos which featured interviews, speeches and cut aways to stock footage.  See examples below

eDM template design and distribution