Ascension Magazine

Content Strategy, Copywriting, PR and 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

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

 

Arthritis New Zealand

Content Strategy, Graphic design, 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

Evo Industries

Content Strategy

Background

Evoheat are an Australian company who have since 2006 manufactured around 60,000 domestic & commercial heating units per year.  Total Marketing Australia have been providing marketing support, strategy and implementation to Evo Industries since the inception of both companies in 2005. As growing businesses, both companies supported and guided each other with their respective skills, personnel and expertise.

Challenges faced by the brand

The new brand needed to be identifiable as a part of the same stable of brands. So one of the challenges was developing the new website to have a the same skin, look and feel as the old website, but with a new colour scheme and tone of voice.

They were entering into a highly competitive marketplace with many global players that have deep pockets. Evo Industries on the other hand begun as a start up and were completely self-funded. They didn’t have the same marketing budget as their global competitors Rheem and Zodiac, yet they needed to make a huge dent in the market with a modest budget.

Gaining access to the right individuals with specialised knowledge about the technology within Evo Industries. They only have a a small team who are very busy with other aspects of the business. So there was a challenge to gain access to specialist knowledge.

An Australian audience who are for the most part unfamiliar with this technology in Australia. Even though it’s tried and tested overseas, it’s relatively new in Australia – so the challenges of convincing the audience needed to be overcome.

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Solutions

The highly skilled team of developers and designers at Total Marketing managed to refresh the branding without straying too far from the core website branding. So there was a consistent layout, logo, site map and content between the two sites.

Athena took it upon herself to study of the industry stakeholders, technology, along with the social, environmental and economical impact of the technology on society. In this way, they were able to overcome the need for accessing a subject-matter expert in the organisation.

Athena created an ongoing monthly content strategy that was cost-effective, high quality and targeted to relevant industry publications and websites, which reached Evo Industries’ target audiences and answered their questions about the new technology, prompting them to become either loyal followers of the brand or to enter into a buying cycle.

Athena built trusted relationships with editors, specialists and thought leaders in the industry by providing fresh and high quality content for them to publish, which was designed to promote and educate readers on Evo Industries’ work, product range and past successes.

Athena and Leon created a comprehensive digital marketing strategy incorporating PPC and geo-located landing pages which was successful in generating organic web traffic to the site, improving web ranking and driving genuine sales leads to the site.

Leon project managed the creation of a complex new website so that it was simple and easy to use, yet user-centric and enabling much more effective sales conversions.

Leon managed the relationship with Evo Industries, ensuring that the business’s core needs were being met throughout the course of the year.

Athena changed the brand tone of voice so that it was comprehensive, technically accurate and yet simple enough to be understood by the average person.

Results

In 2014, Evo Industries formed an alliance with a German-American organisation 2G. Evo begun selling new technology from their partners 2G into Australasia.

Over the course of 2014, Evo Industries won a prestigious award for one of their projects; expanded their office to another state and took on more staff.

The team at Total Marketing produced a powerful marketing strategy for their ever expanding stable of brands: Evoet and Evoheat.

In terms of the PPC campaign, the target of selling over a dozen units after 24 months was achieved. This was achieved through a blend of relevant content marketing, a sales funnel that was closely monitored for adjustment and by using a sales CRM, which enabled inbound sales to be captured and delivered to the sales team at Evo.

The content marketing planned and executed by Athena meant that Evo had all of the right and relevant information for their prospective clients when they were needing it. This addressed their concerns and barriers to purchase and then moved them through the sales funnel towards the sale.

With a carefully managed digital marketing and content marketing strategy in place, Evo Energy Technologies moved to the top of Google search rankings in Australia and S.E Asia for a variety of industry products. As a result, the nascent brand gained huge exposure and following on social media platforms, as well as increased sales conversions through their new site.

“We engaged Athena for her copywriting services and can highly recommend her. She was quick to grasp the essence of our business and translate that into sparkling copy. She is the ultimate professional and a pleasure to deal with. We look forward to using her services in the future.”  Read more Carl Diamond Google Analytics Consultant, Diamond…

Carl Diamond

“Athena is a talented news writer and editor for our website, Edinburgh Book Review. She thinks outside the box and often comes up with new ideas for content. Athena’s easy to work with, accurate and reliable.”  Read more Saskia Iseard Founder, Edinburgh Book Review

Saskia Iseard saskia-iseard

eHarmony

Content Strategy, Copywriting

Background

While working for an agency in the UK I worked directly with the UK arm of the eHarmony Group and helped them to create an Australian sub-brand for their brand. They were expanding to create an Australian website and needed to optimise the copy on the site for a new audience.

Implementation

  • As an Australian I had a good understanding of the sort of colloquialisms that they should use and so I helped to create their tone of voice document which was unique to the Australian market.
  • I planned and executed a content strategy involving on-site blog content, off-site third party blog sites around the theme of Christmas gift-giving for new couples along with infographic gift guides.
  • Liaised with content writers and designers to create infographics, blog posts and feature articles related to dating during the Christmas period.
  • Content ideation around Melbourne versus Sydney styles of dating and other Australian oriented content around regional Australian areas (wine region in SA).
  • Collaborated with the digital engagement team to create Australian relevant PPC ad content and landing pages for driving conversions.

Results

  • The eHarmony Christmas infographic gift guide was incredibly successful in terms of organic sharing and actually made it to the reddit front page at one stage. It was reused in subsequent seasonal campaigns by eHarmony and on their social media in the years following.
  • The high quality on-site blog resulted in an increase in web traffic to the regional AU eHarmony site and was used in conversion rate optimisation for increasing sign-ups on the site. Here’s an example of a post I did  for eHarmony.
  • The eHarmony team saw the editorial tone of voice consulting as helpful in the creation of the Australian sub-site and useful in targeting the new site to a new audience in a meaningful and authentic way.

eHarmony Christmas Gift-Giving Guide

First draft of the infographic went something like this… 

case_studies_infographic_eHarmony_

The final designed version…