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A selection of examples of what Split Media does best:• Copywriting• Social Media• Websites• Online TV• Digital marketing• Digital strategy
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folio 2012 Digital Marketing, Copywriting and Content
Split Media is a boutique copywriting, social media and digital marketing consultancy based in West Brunswick, Australia. Specialising in online communications, branding and creative concepts, Split Media is headed by award-winning digital marketer and copywriter Izzi Bennett, who boasts a diverse portfolio of professional experience, including many high-profile brands.
State Winner / National Finalist New Brand
Australian Marketing Institute Awards for Marketing Excellence 2011
Spinners by Shane Warne (lime door brands) was named State Winner / National Finalist in the New Brand category for the period when Izzi was Web and Creative Manager.
The awards submission was completed and submitted by Izzi.
Finalist Best Breakthrough Brand
WGSN Global Fashion Awards 2011
Spinners by Shane Warne (lime door brands) was shortlisted as a Finalist in the Best Breakthrough Brand category in these prestigious international awards for the period when Izzi was Web and Creative Manager.
The awards submission was completed and submitted by Izzi.
Finalist Creative Industries
Citipower Port Phillip Business Excellence Awards 2010
Hamdorf and Associates was named as a Finalist in the Creative Industries category for the period when Izzi held the role as Web and Creative Manager.
The awards submission was completed and submitted by Izzi.
State Winner / National Finalist New Brand
Australian Marketing Institute Awards for Marketing Excellence 2009
GRLmobile was named State Winner / National Finalist in the New Brand category for the period when Izzi was PR and Marketing Co-ordinator, reporting directly to the Managing Director.
Copywriting
• Electronic direct mail (EDMs) • Website and social media copy
• Media releases, statements and publicity • Product and service information • Business information and biographies
• Point-of-sale collateral • Product naming, specifications, packaging, reviews
• Retail and channel support; training materials • Business proposals and presentations • Customer touchpoints including IVR and SMS
• Awards submissions • Proofreading and editing
Marketing and Content Production
• Online marketing specialist • Social media strategy and management
• Blogging and editorial • Competitions, and terms and conditions • Promotions and downloads
• Internal and business-partner marketing • Online TV filming, editing and production
• Creative direction • Creative project management
Guru of Cyberspace in a Chanel necklace Izzi Bennett has been active in the digital wonderland since 2008, working with such high-profile brands as American Express, Spinners by Shane Warne, Von Follies by Dita Von Teese, Dream Out Loud by Selena Gomez, Crazy John’s and Technika, and for retailers including Target, Australia Post, David Jones and India’s Reliance Trends. Her work is as fresh as a spring daisy, as fun as a roller-coaster and produced lickety-split!
Izzi’s a bit of a creative harlot, and has worked on projects as a singer, artist, on-camera presenter, digital composer, music producer, model, publisher, writer, voice-over artist, actor and film-maker, which has given her a broad understanding of the multiple elements that can be used to create a holistic consumer experience. Her keen eye for design and close to obsessive/compulsive attention to detail, consistency and organisation means she delivers consistently slick, professional and effective work that achieves measurable results and makes her clients .
Past Projects As Copywriter and Social Media Blogger at GRLmobile (Australia’s Mobile Phone Service for Chicks), Izzi provided the fresh and vibrant writing style and social vibe that became synonymous with the brand. With her keen eye for grammar and punctuation, her odd-ball wit and relentless passion, Izzi became a key contributor to their success.
Izzi was the Web & Creative Manager at lime door brands, a boutique brand development house. In this position, Izzi managed the marketing, online presence, copywriting and content production for a number of global brands, including Von Follies by Dita Von Teese and Spinners by Shane Warne.
Through her creative direction, Izzi lead the creative and web teams to produce in-depth interactive websites, micro-sites and social media solutions, point-of-sale, packaging, advertising, graphic design, and even original music. Her own diverse skill-set also saw Izzi filming, editing and producing online TV episodes for Spinners and Dita Von Teese.
Split Media Established in 2011, Split Media is the love child of Izzi Bennett and her husband Matthew Bedford, a sales and relationship specialist, as a channel to offer their diverse skills to an ever-demanding digital market.
Social media
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Brief Create an exciting and interactive Facebook experience that sells the Spinners by Shane Warne brand, provides a forum for customers and encourages new followers to join the conversation.
Solution I updated the Facebook page daily with posts about the brand, Shane Warne and cricket, including photographs and videos. I managed this page until September 2011.
Results Huge J-curve in followers over the first year, with regular customer interaction and customer insights being used to improve the product offering.
Find them at… https://www.facebook.com/SpinnersbyShaneWarne
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Brief Write regular updates on the launch of the Dita Von Teese Muse dress collection, that would also highlight brand creators lime door brands.
Solution I created daily tweets including hashtags and mentioning @DitaVonTeese, allowing her to retweet them to her 930,000 followers.
Results Numerous retweets and mentions from Dita Von Teese and fans, with a steady increase of new followers.
Find it at… https://www.twitter.com/limedoorbrands
YouTube
11
Brief Produce regular webisodes of Spinners TV to lift in-store sales, drive traffic to website competitions and that would engage the audience, so they would come back and watch each month.
Solution I created scripts and storyboards and managed the videographer and video editor to produce sixteen webisodes that were fun and gave viewers and insight into Shane Warne’s world. I also filmed and edited a small selection of the videos. In total, seventeen episodes were produced.
Results We achieved thousands of views via our YouTube channel and website video player.
Find them at… http://www.youtube.com/SpinnersbyShaneWarne
Google+
12
Brief Create a G+ page for Split Media brand engages followers and achieves +1s.
Solution I upload articles and info snippets about the services Split Media offers – copywriting, social media and content
Find it at… http://gplus.to/SplitMedia
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Brief Create a Pinterest page for Split Media with pins that engages followers and achieve repins and Likes.
Solution I pin pictures relating to the services Split Media offers – copywriting, social media and content.
Find it at… http://pinterest/SplitMedia
14
Brief Revitalise, then regularly update the LinkedIn profile for a private client. The profile should remain content-rich and information heavy.
Solution I completed a catchy biography, wrote content for the Experience, Memberships and Awards sections and added third party apps to feature downloadable PDFs, video files and PowerPoint presentations.
Image is indicative only. Actual profile cannot be shown due to confidentiality.
Blogging
15
Brief Write a weekly blog aimed at the youth female market to establish GRLmobile understanding of their customers.
Solution I wrote regular blogs about fashion, music, film and “GRLifestyle”, researching the topic for each article thoroughly. The tone was fun, humorous and focussed on girls achieving their best life possible.
Find more at… http://grlmobile.blogspot.com/
Social strategy
16
Brief Develop a Facebook strategy for Picky Pets, an online pet supply company.
Solution I proposed an informative Facebook page, designed to bounce customers back to the website with promotional offers and product information.
Content planning
17
Brief Create a monthly social media planner with regular updates and engaging content.
Solution Following our annual marketing plan and international cricket calendar, I pre-wrote Facebook and Twitter updates and planned Spinners TV episodes that could be uploaded by myself or the Marketing Assistant. I also programmed automatic updates via TweetDeck to ensure the conversation continued on weekends and holidays. The focus was on cricket and the product range for both the Australian and Indian audience.
Find more at… https://www.facebook.com/SpinnersbyShaneWarne
Social revitalisation
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Brief Barons Brewing is a boutique brewery with a strong fanbase, but production problems had caused the brand to come off the shelves for a number of months. The brief was to revive the brand’s flailing social media presence and stimulate customer interaction in time for the brand’s re-emergence into the market place.
Solution To engage existing customers and get Barons back onto fans’ Facebook Walls, I created the Win a Free Case competition, as well as posting regular fun beer quotes.
I also responded to many enquiries on why the brand had disappeared, and current availability options.
Analysis and reporting
19
Brief Analyse and report on monthly analytics for the Spinners by Shane Warne social media pages and website.
Solution Using Facebook Insights, TwitterCounter and Google Analytics, I worked with the web designer to submit monthly reports and provide recommendations to the Executive Manager and CEO, including top pages, traffic sources, current locations of social media fans (as we supported a global audience), video views, interactions and follower numbers.
ROI calculation
20
Brief Calculate return on investment for marketing activity for the Spinners by Shane Warne brand.
Solution Using PR value as the indicator of return, I used the ROI formula to calculate the ROI for a selection of Spinners by Shane Warne marketing activities.
Results As activity costs were very low, and global media exposure was very high, activities achieved an extremely positive return on investment. For example, our Win a Bowling Session with Warnie competition achieved a 7,313% ROI.
Websites and digital marketing
Website management
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Brief Create a comprehensive, interactive and interesting website that would become the main hub for the Spinners by Shane Warne brand.
Solution I designed the architecture, site map and roll-out program and oversaw its execution, leading a team of web builders, a web designer and graphic designer. I wrote all the copy on the site and managed the production of Spinners TV, leading the videographer and film editor. I wrote Shane Warne’s ringtone script and created the ringtone. I also responded to all customer and business enquiries.
Results J-curve in website membership, and regular customer interaction.
Website design and CMS Brief Create a comprehensive website that will act as the main marketing and business portal for Split Media.
Solution I designed, built and regularly update SplitMedia.com.au, which includes an online folio, scrolling examples on the home page, case studies, social media links and a contact page featuring a QR code that can be scanned to save the company contact details straight to your smartphone. I use the WordPress content management system, including HTML coding. Find it at… http://SplitMedia.com.au
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Competitions
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Brief Create exciting and compelling regular competitions for the brand and product suite that incentivise customers to buy products to enter.
Solution Working with with the managing director, executive director and public relations team, I helped to strategise competitions that would promote the brand successfully. My copy was aimed at Aussie guys and the women who buy for them.
Results We achieved hundreds of competition entries, with our major competition for 2010 achieving over $30 million in international PR value — representing a 73% return on investment.
Music downloads
25
Brief Offer free music downloads to members of the GRLmobile website.
Solution Working with a music distribution company, I chose songs and wrote copy that would appeal to our customers. I negotiated the download limits and terms and secured bonus giveaway CDs for competition winners. Results In every promotion, the 500 songs were downloaded in a matter of days, proving it to be one of our most successful campaigns.
Downloadable ringtones
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Brief Offer a unique download to members of the Spinners by Shane Warne website.
Solution I wrote a voice-over script for Shane Warne, chose a royalty-free track, and negotiated with the music company for it to be edited into a ringtone with Shane’s voice-over, and distributed to our customers.
I then used Logic Pro audio software to mix the song, placing the audio clips effectively, to produce the 30 second ringtone.
Results The ringtone achieved hundreds of downloads, and was a very catchy way to viral the brand.
Find it at… A copy of the ringtone can be downloaded at http://yousend.it/zxu2y2.
Printable cricket card
27
Brief Offer a personalised membership bonus to members of the Spinners by Shane Warne website.
Solution Working with the managing director and web designer, I developed the personalised, printable cricket card. Data that was entered as part of the member’s profile were automatically uploaded into the card, which they could print.
QR codes
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Brief Create a QR code for Dita Von Teese Muse to illustrate that the brand is a strong player in the digital market.
Solution Using a QR code generator, I produced a QR code that lead to Dita Von Teese’s personal Twitter page.. The code was used on all garment labels in the launch range.
Website consulting
29
Brief Provide guidance on the creation and roll-out of The Big Umbrella website. This involved the creation of a site map, wireframes, editing existing copy and writing new content with the key focus on encouraging individuals and businesses to get involved.
Solution Working pro-bono, I provided guidance on the site map and wireframes. produced copy for a number of pages of the website, and edited content that was provided by the founder and managing director, and continue to help the site grow organically through updates via WordPress.
Find it at… http://thebigumbrella.org/
Analytics and reporting
30
Brief Analyse monthly reports on site visits, page views, bounce-rate, demographics, engagement and traffic sources for SpinnersbyShaneWarne.com to gauge campaign and promotion effectiveness.
Solution Working with the web designer, monthly and weekly analytics reports were compiled, using information gathered from Google Analytics.
I used this information to monitor how effective each campaign was, and to track overall engagement in the website.
Results Promotions received high unique visits, and the site boasted a steady increase in overall engagement in the time it was online. Ineffective campaigns were re-strategised or abandoned.
Copywriting and communications
Service information
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Brief Write fun copy for the GRLmobile website that would appeal to young females and highlight the features and customer benefits of the brand’s new broadband offering.
Solution I used the “B’band goes glam!” concept, redefining the mobile broadband target customer, and used a plethora of txtspeak words to appeal to the GRLmobile customer.
Results The product achieved great sales in its first six months on sale.
Business information
33
Brief Refresh the copy on the VooDu Marketing website, clearly communicating their service offering and business commitments.
Solution Working with the director, I updated the copy with a focus on VooDu’s strategic concepts and passion for what they do.
Find it at… http://www.voodumarketing.com.au/
Microsites
34
Client GRLmobile at Australia Post
Brief Write regularly refreshed copy for GRLmobile’s retailer microsite.
Solution I wrote all the copy for the microsite, including regular competitions, product and service information and loyalty program incentives.
EDMs Brief Provide copy for the monthly L’Oréal Paris Beauty Confidential email with a focus on featured products, promotions, events and competitions, with the aim of customer click-throughs to the website and competition entries.
Solution My copy was used for selected sections of the EDM, including the tagline and call-to-action for the hero story, plus the Coles Health and Beauty Week and LMFF VIP competition winner sections.
Results The EDM was successfully distributed late March 2012.
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Customer SMS
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Brief Write regular customer SMSs advertising upcoming promotions, or to stimulate extra spend.
Solution Making use of txtspeak and symbols, I communicated each message effectively within the 160 character limit.
Results Up-sell SMS promotions achieved great success throughout each promotion period.
Product copy
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Brief Write fun and attention-grabbing copy for each category in the Spinners by Shane Warne range that highlights the benefits of the products’ technical features in plain English.
Solution The copy was used in the Products section of SpinnersbyShaneWarne.com, which is no longer online.
Better fit
We reckon you should be able to bowl a flipper without being distracted by your undies. So Spinners trunks are snug enough to stay in place when you’re on the field, and won’t ride up when you’re on the bench.
Sportsman or spectator
We know you love sports. But let’s face it, we’re not all elite athletes! Spinners tees give you that sportsman look, even if you choose to participate from the comfort of your lounge chair.
Men’s socks
The unsung hero of Aussie fashion, a good pair of socks that can go the distance makes a real difference to your day. Spinners by Shane Warne socks are packed with exciting sock technology (we think it’s exciting) to make sure you get the best out of your feet. They’ll stay up, and keep you cool whether you’re on the pitch or in the office.
Product copy
38
Brief Write fun and attention-grabbing copy for each product on the GRLmobile website that will appeal to young, fashion-conscious females.
Solution The copy was used in the Products section of GRLmobile.com, which is no longer online.
Foil Feather Burn-out Tee
The concept that male birds need to wear brightly coloured patterns and plumage to impress their females is quite funny when compared to human society. For us, it’s the chicks who dress to impress, while dudes seem comfortable in a dirty pair of jeans and ripped t-shirt. We think that the birds have got it right — who wouldn’t be excited to see your crush prancing around in an electric blue velour tuxedo fluffing up his bangs trying to get your attention?
But for now, I guess we need to stick to tradition. So we bring you this brightly coloured peacock feather burnout tee. Cut beautifully to show off your best bits, and featuring a flattering cowl neck, you’ll have no problem securing a date with the prize fowl.
GRLmobile 100% Pure Water
Instant fashionista – just add water
In his famous Messages From Water experiments, Dr. Masaru Emoto photographed the results of how certain words and phrases can dramatically alter the molecular structure of water. His findings could suggest that drinking water from these GRLmobile-labelled bottles could enhance your glamour proficiency in miraculous ways. Probably best to give it a go; you can’t doubt proven science.
Brochures
39
Brief Create in-store brochures that outline each mobile service in the GRLmobile offering, from pre-paid plans and caps to broadband, including technical information, terms and conditions.
Solution As well as writing all the copy, I worked closely with the graphic designer and creative director on the layout and final creative.
Editorial
40
Brief Write three editorial articles to feature on the SpinnersbyShaneWarne.com “Spin Matters” Health, Style and Lifestyle sections, that will appeal to 25–50 year old male and female sport-lovers.
Solution I wrote three articles, Staying healthy and happy one latté at a time, Android: an app revolution and Choosing jeans — be the king of your pins, researching each topic thoroughly.
Product reviews
41
Brief Review a selection of mobile phones for three issues of their Mobile glossy magazine, with the intention of driving sales in-store.
Solution I reviewed a number of phones, after road-testing them for a week each. Two examples are shown here.
It was found at… The magazines were available at Crazy John’s stores in 2009. Scans of full articles are available on request.
Incentive programs
42
Brief Develop a staff incentive program to reward successful teams in our retail channel — Target.
Solution I created a program with two categories — best % sales increase and best in-store representation of the brand. I created a poster and sent out regular updates for the stores.
Results The program achieved an average of an 87% increase in sales of Spinners by Shane Warne during the promotional period.
Advertorial
43
Brief Create a one-page advertorial for Dolly magazine with the likeness of a regular feature, that will appear to the youth female market.
Solution Dolly feature a quiz in every issue, so I chose this format for our advertorial, which also offered the opportunity to advertise four of our best-selling phones.
It was found at… The advertorial featured in a 2010 issue of Dolly magazine.
Technical instructions
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Brief Write the copy for the instructional manual that would be packaged with a new prepaid mobile broadband modem.
Solution I repurposed selected copy from the equivalent Crazy John’s device (we were their sister company), and added some dynamic inclusions to reflect the GRLmobile personality, whilst still being technically sound and easy to understand.
“Chick-tionary”
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Brief Compile a “Chick-tionary” full of TxtSpeak words and phrases that would be distributed as a gift-with-purchase for prepaid mobile phones.
Solution Using common TxtSpeak words and phrases and creating a few original ones too, I created a playful “Chick-tionary”, which proved to be a hit with customers and the media..
Internal communications
46
Brief Write regular communications to the Crazy John’s channel, to stimulate sales and educate staff on the latest GRLmobile offers.
Solution Using a very fun tone of voice, each newsletter was about three pages long, and full of information, pictures and staff incentives.
Staff handbooks
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Brief This was not a requested document — I created it for fun in my spare time.
Solution I wrote an internal staff manual outlining the most common complaints that were escalated to the Customer Relations department, with advice on how to avoid such complaints — or handle them if they did arise — during the in-store experience.
Customer instructional
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Brief Write the script for a number of customer instructional episodes that would be featured on the Crazy John’s website, that illustrated how the customer could take advantage of their phone’s features, for example, how to use Bluetooth®.
Solution Working with the film producer and videographer, as well as the product team, I devised scripts that would be easily understandable by all members of the community.
Interview ghostwriting
49
Brief Respond to a number of interview questions for Professional Marketing magazine, to appear as if they were answered by the Managing Director.
Solution I responded to each question in the voice of the Managing Director, using replies that would most appropriately represent her and the brand.
Results The responses were well-received by the interviewer, and the resulting article was very favourable to the brand.
It was found at… The article was published in a 2011 issue of Professional Marketing magazine. A scan of the full article is available on request.
Radio advertisements
50
Brief Write 30 second radio advertisements for a promotion on Austereo. Choose a voice-over artist to deliver the script.
Solution I wrote a selection of ads, promoting our current products. I then travelled to Austereo to audition their recommended v.o. artist, and coached her in the delivery of the lines, and our advertising objectives.
It was found at… The ads were broadcast in 2008, and we received an obvious uplift in sales of promoted products.
Business presentations
51
Brief Complete a submission to enter Spinners by Shane Warne / lime door brands into the Australian Marketing Institute 2011 Awards for Marketing Excellence in the New Brand category.
Solution I completed the submission over one month, which highlighted the Spinners by Shane Warne success story through its brand revitalisation from a basic offering of logoed men’s underwear to a multi-category brand powerhouse trading internationally.
Results Spinners by Shane Warne / lime door brands was announced as a State Winner and a National Finalist in their category.
Online TV production
Content planning
53
Brief Create an episode planner for one year’s worth of online TV episodes for both brands, to increase customer engagement and prompt “Likes” and “shares” on social media channels and plan an efficient filming schedule for the US and Australia in August 2011.
Solution I conceptualised a range of episode formats, which would occur once to three times across the year, including ‘interview ‘, ‘product showcase’, ‘styling and beauty tutorial’ and ‘behind-the-scenes’.
For the filming schedule, I laid out dates and locations, the event, title, which brand it was being created for and when the episode would be broadcast. Following pages included storyboards, interview questions and suggested answers.
Scriptwriting
54
Brief Write an attention-grabbing voice-over script to accompany an internal corporate video.
Solution Working with the video producer and animator, I wrote a four-minute script that breathed some life into what was otherwise some rather technical and somewhat mundane information.
Videography
55
Brief Film behind-the-scenes at a Spinners by Shane Warne photo shoot and interview Shane Warne for an episode of Spinners TV.
Solution The episode was broadcast on the Spinners by Shane Warne website and on their social media pages to advertise a consumer competition.
Find it at… The video can be downloaded at: http://yousend.it/yL9Bu8
End-to-end video production
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Brief Capture video footage and photography and interview Dita Von Teese at various events, including a photo shoot in Santa Monica LA and at Derby Day in Melbourne, and edit into short behind-the-scenes and interview episodes to be broadcast on the brands’ websites and social media pages.
Solution I attended the two-day shoot in LA, spent a third day there interviewing Dita, and four days in Melbourne filming behind-the-scenes at various events.
The videos were edited using Final Cut Express.
Creative direction and project management
Project management
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Brief Lead the creative and web teams to produce successful online and creative executions across four brands, three retailers and two countries, in line with tight timeframes, commercial requirements, and company and stakeholder objectives.
Solution I devised monthly content planners and calendars and maintained an active annual project calendar and marketing plan, and managed the team workload.
Results Creative executions were delivered on brief and on time.
Budget management
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Brief As Web and Creative Manager, manage the marketing and online budget, to ensure that marketing initiatives and activities were delivered on-cost, and returned a positive return on investment.
Solution I worked with service providers to forecast the costs of upcoming activities, mapping each out on the marketing budget in a concise manner, detailing activity timelines, marketing “seasons” (e.g. Christmas, Father’s Day), forecasted spend, actual monthly and annual spend and % of total spend for each individual activity as well as each area of marketing as a whole.
Image is indicative only. Information has been removed for confidentiality.
Website development
60
Brief Create a comprehensive, interactive and interesting website that will become the main hub for the Spinners by Shane Warne brand.
Solution I designed the architecture, site map and four-phase roll-out program. Working with the web designer, wireframes were produced that outlined the content and functionality of each page of the website. I oversaw the build and execution of the multi-functional website, leading a team of web builders, a web designer and graphic designer, and managing the budget.
Results The website was rolled out on time, and on budget. Functionality was usable and effective, with any initial problems managed immediately.
Digital art direction
61
Brief Brief and manage the production of digital artwork for the Spinners by Shane Warne brand, their retailers and business partners, covering marketing, advertising and merchandise promotion across SpinnersbyShaneWarne.com, third-party sites, social media platforms and electronic customer touchpoints.
Solution I briefed the graphic designer and interactive designer on upcoming projects, and worked closely with them to manage their workloads and ensure each element of final art was visually arresting, commercially effective and delivered on time.
Results A colourful, fun and visually appealing suite of artwork was produced for the duration of the brand’s lifetime, which received positive customer and industry comments.
Online TV direction
62
Brief Produce a new episode of Spinners TV each month, with content that engages customers, prompts “Likes” and “shares” on social media channels and ultimately leads to in-store purchases of the Spinners by Shane Warne brand.
Solution I created a Spinners TV episode planner, following the marketing plan and upcoming events, promotions and product launches. For each resulting episode, I oversaw the film producers in the creation of storyboards; filming itself, including suggested shots and angles, keeping in mind the requirements of the finished video; then supervised and directed them through post-production, including editing, graphics, music and bounce-backs to the website.
Photography direction
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Brief Work with photographers at a number of shoots to ensure photographs match business requirements, including product still-shots and modelled garments for use online, in point-of-sale and advertising and for PR.
Solution For each shoot, I would discuss with the photographer (see photo) the intended mood of the photographs, lighting, and commercial requirements, ensuring that the end product suited its purpose. providing the photographer with point-of-sale templates in which to fit each key photograph. I would also guide the model in their posing and facial expressions and motivation.
After the shoot, I would brief the retouch artists on any required photo manipulation or touch-ups.
Audio direction
64
Brief Help Shane Warne record a number of audio clips to be used as part of a custom ringtone, plus a selection of generic marketing clips. Work with the sound engineers to ensure recordings were completed in a timely manner, and met commercial requirements.
Solution Throughout the recording session, I guided Shane through how to effectively deliver the lines, including pronunciation, vocal clarity and appropriate tone. I worked with the engineers to correctly label each clip, and with choosing clips to keep and those to delete, as well as working with the overall tone of the recording, speeding files up where required.
Marketing strategy
65
Brief Use Blue Ocean marketing strategy tool to determine a company’s differentiation and specialisation in the marketplace, that could be used by Hamdorf and Associates in strategic business and marketing consultancy sessions.
Solution I mapped out the Blue Ocean Value Strategy Canvas and Four Actions Framework that was used by Hamdorf and Associates to help clients consider and finalise their marketing strategies.
Intellectual property
66
Brief Maintain an understanding of copyright law and intellectual property ownership to help Hamdorf and Associates clients establish brand equity that is protected and properly maintained.
Solution I outlined four areas of intellectual property and copyright that would ensure their brand elements were cleared to use in the market, could not be challenged or reappropriated by competitors, and would be consistently represented in all channels.
Style guide management
67
Brief Develop and maintain an active style guide that defines guidelines and usage rules surrounding all aspects of branding, logos, digital executions, photographs and packaging.
Solution Working with the graphic designer, I created a comprehensive style guide for internal use, as well as an abridged version for retailers and external suppliers. The style guides were regularly updated with newly-developed artworks and photos, and was a fail-safe system for the consistent branding and representation of Spinners by Shane Warne across all channels.
Corporate identity
68
Brief Help The Big Umbrella develop a striking logo and corporate identity.
Solution From their original logo, I provided branding guidance to the founder and managing director and graphic designer to create a commercially viable corporate identity, including a logo, icon, typography, colours, graphic elements and web design.
