Marketing

As a marketing major in university, I have proposed, planned and executed marketing campaigns for various clients. The plans were crafted in response to client briefs. For each plan, I identified business problems/opportunities, conducted market research, selected target audiences, determined campaign objectives, developed strategies, executed tactics, and measured campaign success. Additionally, I launched a product for a hypothetical business and had a hand at digital marketing involving search engine optimisation and search engine advertising.

Disney+

Disney’s mission articulates its (i) Audience focus, and (ii) Competitive motive to ensure audience retention. Research indicates that audiences mainly desire wide variety of quality content and affordable subscription price from streamers. However, while Disney is dedicated to its audiences, there is a clash between meeting audience expectations and business profit motives. How can Disney+ ensure that its audiences’ expectations are met without compromising its profit motives?

For a university assignment, I conducted a service audit of Disney+‘s 7Ps (Product & Positioning, Pricing, Place, Promotion, Process, People, and Physical Evidence) and provided 3 short-term recommendations to enhance audience satisfaction which will increase audience retention and drive profits.

Overall Strategy: The need for innovation in a post-pandemic world.

Key Strategies:

Examples of Tactics with Mockups:

1. Implementing innovation using a Mickey Mouse artificial intelligence chatbot for streamlined content recommendations.

2. Informing subscribers of process towards innovation with operational transparency.

My Digital Story

As part of a final year project, I had the opportunity to reflect on my growth as an emerging marketing practitioner throughout my years at university, including my internship experience with NIXCO. My research revealed the quarter-life crisis that fresh grads are most susceptible to, especially after the pandemic. I decided to use this opportunity to encourage my future self with constant growth and small wins that I have achieved.

Digital Story Video Presentation

Talk To Me (2023) Word-Of-Mouth Promotions with NIXCO

Talk To Me is a recent A24 horror film directed by Adelaide-born filmmakers, Danny and Michael Philippou. For its release in Australia, I assisted NIXCO’s publicists to invite various social media influencers, like Heartbreak High‘s (2022) Ayesha Madon, to the film’s pre-release screening. I also liaised with grassroots organisations like film clubs and book stores across Australia to host movie ticket giveaways for their members and customers. These efforts were to stimulate positive word-of-mouth among influencers and the public to promote an otherwise niche film that would typically only appeal to horror fans. As a result, audiences across Australia flocked to the cinemas upon release, propelling the film as one of the top horror films in 2023.

Rachel’s Farm (2023) Info Pack for QnA Preview Screenings with NIXCO

Rachel’s Farm is a Madman Entertainment documentary by Australian film director and actress, Rachel Ward, about her journey towards restoring Australia’s farmland, food, and climate. Leading up to its release, NIXCO organised QnA preview screening sessions in at least 12 locations across Australia. To assist with this, I designed an info pack for each location that introduces the film, Rachel Ward, and the QnA panellists.

QnA Preview Info Pack Example

Small Steps 4 Hannah Client Plan

Small Steps 4 Hannah is a Queensland-based not-for-profit domestic violence foundation. As an influential advocate against coercive control, it seeks to redirect its resources towards a housing initiative that involves distributing funds to entities that will provide short to long-term accommodations for victims. My team, consisting of various disciplines such as Marketing, Finance, Business Management, and Accounting, proposed a business plan for the client to enhance linkages across the Queensland housing supply chain to maximise impact considering Australia’s current housing crisis. My main contribution is the development of a short-term marketing plan targeting educated middle-class Australian parents to garner donations. The client business plan is summarised in the video below.

Presentation Video

Thread Together Client Plan

Thread Together is a non-profit Australian organisation that consolidates excess deadstock from fashion brands and distributes them to vulnerable Australians. Thread Together seeks to become the world’s most ethical solution to excess deadstock. My team and I crafted a client marketing plan mapping out how Thread Together can tackle its low growth rates of brand partnerships to achieve its mission. My main contributions include: Marketing Mix, Primary Research, Target Segmentation, How-To Strategy, Thought Leadership Tactic, Designing of Presentation Slides, and Editing of Presentation Video. The client marketing plan is summarised in the video below.

Presentation Video

Cuppa Cube

Cuppa Cube is a hypothetical business that offers convenient, affordable, and sustainable coffee and hot chocolate cubes for consumers to savour on-the-go. As the Promotions Manager, I developed promotional strategies and executed them with product and advertising mockups for Cuppa Cube. I was also the Customer Experience Manager who anticipated customer enquiries and set up protocols for my colleagues to follow when engaging with customers.

Product Mockups

Advertising Mockups

Order Form

I also designed and automated an order form for the Market Day when we officially launched our hypothetical products to our customers.

Visit order form here: tinyurl.com/ordercuppacube

Presentation Video

Potter’s Pizza

Potter’s Pizza is a hypothetical client with a business problem of negative public perception that the brand disregards its local franchises. My job was to develop and execute a marketing campaign to improve customers’ views of Potter’s Pizza.

Target Audience: Gen Zs & Millennial Parents in Australia

Strategy: To feature and engage target audiences with stories of PP’s local franchise owners via state-focused activities on social media for Gen Zs and in-store for Millennial Parents

Phase One Tactic Mockups: Generation Z

1. 15-minute Instagram Lives

Interview chosen owners will be released; one per Australian state. The interview aims to reveal founding stories, resources provided by Potter’s Pizza to support local communities, and challenges that PP assisted to resolve.

2. Instagram Story: Quiz & Short-Answer Questions

A quiz relating to the interview are released each week using the poll and question features on Instagram Story. Each week, fifty lucky winners receive a AU$15 Potter’s Pizza voucher each. Additionally, a ‘Make-Your-Own-Pizza’ short-answer question is included at the end of each quiz as a co-creation opportunity for Gen Zs. By the end of the campaign, one pizza flavour suggested by a user from each state will be chosen by local owners and added to PP’s menu. These incentivise Gen Z participation.

Phase Two Tactic Mockups: Millennial Parents

1. Pull-Up Banners

Stories of the same local owners are designed on pull-up banners displayed in stores from the corresponding states.

2. Physical Copy of Family Quiz

When in-store, Millennial Parents and their children can complete a quiz based on the banner information. They can spin-the-wheel for attractive prizes like a free kid’s meal, Potter’s Pizza vouchers or merchandise.

Queensland University of Technology (QUT)

QUT requested for a campaign that encourages parents of prospective university students to attend Open Day 2022 having found that parents possess strong influence over their teen’s decisions for tertiary education.

Target Audience: Parents of Potential QUT Students

Strategy: To create need by revealing parents’ dissonance of wanting to help their teen but having limited knowledge to do so, then to provide a solution by presenting parents with information about QUT and its advantages

Social Media Advertising Mockups

Email Newsletter Mockup

Camplify

As a recreational vehicle rental company, Camplify requested for a digital strategy relating to search engine optimisation (SEO), search engine advertising (SEA), and Camplify’s social media platforms to encourage more hirers to engage Camplify’s services.

Target Audience: Professional Female Millennials in Australia

Strategy: To bridge the gap between female millennials’ expectations of the ultimate van life and their actual van life experience

Tactic One: Search Engine Optimisation (SEO)

Recommendations include i. Decrease site load time, ii. Introduce itinerary database and interactive planner, and iii. Generate additional keywords like “holiday itinerary” and backlinks to other websites like travel advisories.

Tactic Two: Search Engine Advertising (SEA)

1. Keyword List