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

This slideshow requires JavaScript.

‘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.

This slideshow requires JavaScript.

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
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.

 

This slideshow requires JavaScript.

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.

This slideshow requires JavaScript.

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

British Gas logo

British Gas ‘Price Freeze’ content marketing campaign

Content Strategy

Background

British Gas was one of my key clients at an agency I used to work with in 2011-2012 in the UK. I worked with their corporate team to create a content strategy around a seasonal offering from British Gas – an offer that allowed customers to freeze their gas prices for the year at a static amount and pay the same amount each month, rather than have to deal with price fluctuations.

Recommendations

I recommended that British Gas develop a series of helpful and practical blogs around cost-savings and helpful tips for staying warm and being wise with energy during the colder months. Also I recommended that the brand attempt blogger outreach to influential bloggers in Britain who would be willing to host sponsored posts about these helpful hints. I recommended that British Gas also try to use native advertising and sponsored posts on sites like the Daily Mail and The Guardian.

Implementation

I created a content calendar, selected influential UK bloggers with a large following in the health and lifestyle catergory. I got costings and data on native advertising in lifestyle magazines and national news media like The Guardian and the Daily Mail. I researched topics which would be relevant and useful to the average British Gas customer. The customer persona for the British Gas brand was  the  decision maker of the household, this person is generally also the primary caregiver of the household and the bill-payer. By targeting this customer persona with relevant content that is interesting and helpful to them, it builds brand trust, thought leadership and also with time, brand loyalty.

The content strategy involved the creation of several infographics which visualised the leaky, coldest parts of the home and nifty ways to fill the gaps. Another infographic visualised the ideal energy-saving home. Tips for the winter included articles about winter warming tips for cooking food in the most energy efficient way, doing the washing in an energy efficient way and tips for making your kids become more energy conscious around the home. These blog posts and infographics were used on social media and in the blog part of the British Gas website in conjunction with several paid PPC advertising campaigns around the Winter Price Freeze campaign.

Results

Pitching out these helpful hint articles to lifestyle blogs and news sites with backlinks to the original articles on the British Gas site was successful. The objective was to create high quality branded content which reflected the British Gas brand and led to greater brand trust and authority on energy-saving. The off-site content was also placed on high ranking and reputable blogs and also used in conjunction with PPC campaigns around the Price Freeze offer. This led to a boost in google search rankings under several keywords like energy-saving tips and winter energy saving.