The Coronary Atlas

Content Strategy, Copywriting, Graphic design, Web design

The Coronary Atlas project aims to understand the reasons coronary stents fail, how we can improve them and help more patients effectively. I helped the researchers by building a website and doing all of the graphic design, web design, Google Analytics integration, on-site SEO optimisation and some of the content.

I helped them to articulate their message through visual and written content assets so that they could talk about complex academic concepts in a way that anyone could understand.

Design showreel 

 

During the planning and scoping phase of the design, I did some usability assessments in the form of interviews, surveys and looking at the design of competitors sites. I then worked with the researchers to design a website that was usable, relevant and designed with the various stakeholders in mind who are of interest to the researchers.

The final design consisted of a general interest page that was written in a simpler language called Global Context. This page was a reference guide to coronary artery disease and featured an interactive infographic. This contrasted to other pages which were research focused and written with other researchers in mind.

Infographic creation, interactive design

Working along with the researchers, I created an infographic which demonstrates in a clear and articulate manner, a very complex engineering and research pipeline. I also designed all of the icons, the interactive elements and slides.

Coronary Atlas infographic - Optimising Stenting outcomes by Athena Dennis.

Coronary Atlas infographic – Optimising Stenting outcomes by Athena Dennis.

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Forman and field logo

Forman and Field

Content Strategy

Background

Forman & Field are a high-end gourmet hamper producer in London. They target high spend and time poor customers who want to add something unique to special occasions like Christmas, Easter, Hannukah, Valentine’s Day and other occasions, with delivered hampers of gourmet goods.

Working agency-side I helped Forman & Field to articulate their content strategy and to find the right mix of content in order to promote their seasonal Christmas hampers to their target audience/customer personas: Gen-X and Gen-Y, busy, city workers in London and regional cities who love gourmet food but don’t have time to make it all themselves.

Implementation

  • The creation of a calendar of content topics according to seasonal demand and seasonal food hampers that are available.
  • Pitching out content topics to freelance content writers, managing and editing their work, giving feedback and coaching on copy.
  • Targeting off-site blogging campaign on reputable lifestyle and foodie blogs in the UK, with high quality and relevant content that piques the interest of the target audience.
  • Working with an off-site ppc team and creating keyword rich content for PPC ads and copy for landing pages, optimising the landing pages for conversion with compelling copy on seasonal products and limited time offers.

Infographic creation for Forman & Field

Working with their in-house comms team, I created a concept and worked together with a design team to deliver an infographic about English wine (a feature of their hampers) to coincide with the Queen’s Jubilee and to capitalised on the festive atmosphere at the time. The question posed, why would you pay for French wine when you can have equally good English wine from Forman & Field. The infographic was posted to partner sites and aided in the first stage of the buying cycle, helping familiarise the audience with Forman and Field’s high quality food and wine.

 

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Brain Research New Zealand

Content Strategy, Copywriting, Graphic design, Social media marketing, Video 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.

Click image to browse the document

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

Australian patients association

Australian Patients Association

Content Strategy, Copywriting, Social media marketing

A NFP located in Melbourne enlisted my help to set up their social media, train them on social media and promote a range of awareness campaigns aimed at boosting knowledge of patients about their options for treatment, clinical care and promoting fairer billing by health professionals.  

  • Social media set up and training
  • Digital marketing strategy – BTL
  • Website copy creation/conversion optimisation
  • Online campaign planning and execution for several concurrent campaigns

Vaccinate Australia

This campaign by the Australian Patients Association was the result of medical experts growing increasingly concerned that Australians were becoming complacent or apathetic about the need to vaccinate in order to wipe out preventable diseases. In 2010 the APA enlisted my help to create a digital and social media campaign around ‘Vaccinate Australia’.

This involved the creation of an advocacy plan and a manifesto of action for political awareness. It also involved the creation of copy for several targeted email campaigns.

I created a comprehensive digital marketing strategy for the Australian Patients Association which involved a targeted ad campaign on Facebook, a blogger outreach campaign and a revamp of their existing website to include campaign-relevant information about vaccination. This involved creating online resources which countered the arguments of anti-vaccination campaigners. The marketing strategy also made recommendations to involve people of influence in the media and to have these advocates speak out publicly about the importance of vaccination.

Direct Line Insurance logo

Direct Line Insurance

Content Strategy

At a glance

  • Conducted an audit their existing content and found there wasn’t enough content around business van ownership which would be of interest to a particular target audience (business van and ute owners).
  • Created a series of how-to helpful resources for their website about van ownership, saving money on business vehicle insurance and common challenges for tradespeople.
  • Worked with client to create a suite of FAQs which answered the commonly asked questions via social media and customer service inquiries.
  • Worked on a content marketing strategy which encompassed blogging on 3rd party sites about van ownership and insurance.
  • Worked with freelance content writers, third party blogger sites, designers to pitch out and manage the creation of infographics and blog posts.

Background

Direct Line Insurance were a client of a digital agency where I worked. I worked directly with them as their account manager and also acted as their content strategist for a sub-brand of van insurance. I helped their corporate team with articulating the right messaging and the right content that would be relevant for their customer personas, the people who would be interested in buying their van insurance.

Through customer research, we gleaned that the types of customers interested in Van insurance were

  1. busy, self-employed tradesmen who are time-poor and also wanting tips on how to save money in their business.
  2. Owners of small businesses with a fleet of several vehicles used by sub-contractors.

These people were highly engaged on mobile devices and often listened to radio. They were interested in ways that they could save money and time on their commutes between jobs. They were interested in ways they could save on having insurance for their vans and work vehicles.

Content strategy

I worked with their on-site team to create a content marketing strategy which was strengthened by using a mix of radio and mobile based advertising, as well as content marketing which was delivered via a mobile application.

This mobile app provided personalised money saving tips for van owners and included discount offers for petrol stations across the UK and real-time traffic updates for people out on the road every day.

The mobile app also had a calculator which recommended the right Direct Line insurance policy for the individual according to their van’s payload, location and budget.

An RSS feed with relevant content from the mobile optimised website ensured that people were able to access personally relevant money and time saving tips, according to their interest.

I helped to develop an editorial tone of voice which suited the audience – van owners. I helped Direct Line to coordinate the kind of content they needed for both the mobile app and the online blogs. I managed two content writers to complete the copy according to their needs.

Results

The mobile app received over 4,000 downloads while it was active. There was two updates to the app and it was rolled out on Android and iOS. Direct Line considered the van insurance mobile app as successful  because it contributed to the early-to-middle sales funnel (the brand awareness and evaluation  phases).The mobile app positioned their nascent van insurance brand within a place of high authority with their target audience. The mobile app allowed Direct Line to capture and qualify thousands of new sales leads through that platform. The mobile friendly blog and personalised RSS feeds which fed into the blog was used primarily to create thought leadership and to foster trust with potential customers by providing them with the information that they need, to help them become better or more efficient in their work – information about taxation, sub-contracting, real-time traffic updates, discounts on petrol and other incentives which are highly important to them.

My Van is My Home Infographic

Van Insurance – Online Knowledge Centre

https://www.directlineforbusiness.co.uk/van-insurance/knowledge-centre

https://www.directlineforbusiness.co.uk/van-insurance