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Split Media is a boutique content creation and digital marketing consultancy based in West Brunswick, Australia. Specialising in online communications, video and creative concepts, Split Media is headed by award-winning digital marketer and copywriter Isobel Bedford, who boasts a diverse portfolio of professional experience, including with many high- profile brands.
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folio 2013 Digital Marketing, Copywriting and Content
Split Media is a boutique content creation and digital marketing consultancy based in West Brunswick, Australia. Specialising in online communications, video and creative concepts, Split Media is headed by award-winning digital marketer and copywriter Isobel Bedford, who boasts a diverse portfolio of professional experience, including with many high-profile brands.
Brands, clients and experience
Social media and websites
5
Brief Write posts for the Western Digital New Zealand Facebook page from May to September 2012 (did not include responding to customer comments).
Solution I wrote posts about hard drives, computers and technology that were fun, funny, informative and interesting.
Results Significant increase in Likes, Reach and Impressions over the period.
Find it at… https://www.facebook.com/wdkiwi
6
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. I managed this page from launch until September 2011.
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
7
Brief Create a Pinterest page for high-end carpet distributor, above left, that would highlight their carpets in an exciting way that would attract Repins and Follows.
Solution For each of the ranges in their line, I created a Pinterest board, which I filled with related images. For example, for their In Transit collection, I Pinned a collection of images about transport and commuting, and for their Executive Suite, the board was full of aspirational interiors, offices and fashion for men.
Find it at… http://pinterest.com/aboveleft/
Blogging
8
Brief Write a monthly blog about the benefits of acupuncture and traditional Chinese medicine to attract customers and establish Meridian Medical Centre as experts in the field.
Solution Blog topics covered issues aimed at three main customer groups: professional women, the over 50s and tradespeople.
Find more at… http://www.meridian-health.com.au/blog/
Social strategy
9
Brief Develop a social media strategy for above left, a high-end carpet distributor.
Solution I proposed a Pinterest page as the most appropriate channel for this company, whose product was richly visual.
I produced an interactive strategy session, where we workshopped objectives and how we would measure these, competitor analysis, positioning, the audience, and the general look and feel of the page. This was complemented by logistics and marketing recommendations.
Results The strategy was adopted and the Pinterest page is now live.
Find it at… http://pinterest.com/aboveleft/
Website roll-out
10
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 the copy on the site and managed the production of Spinners TV, leading the videographer and film editor. I oversaw the CMS of the site and responded to all customer and business enquiries. I wrote the script and wholly produced a downloadable ringtone. The site is no longer live, following the sale of the brand in 2011.
Results J-curve in website membership, and regular customer interaction.
Copywriting and communications
Product information
12
Brief Write copy—on behalf of Targetbase Integrated—for a selection of proposals advertising Lenovo’s ThinkPad and ThinkCentre range to IT managers in the international market. Copy should be enticing, and highlight the benefits of the product, to encourage the reader to contact Lenovo to discuss a possible purchase of the products.
Solution I wrote copy for information sheets and the email they were attached to for five of the Lenovo ranges.
Results The client was very happy with the results, and further contracts with the brand have been secured.
ThinkVision® LT2323z Monitor (3028-LB2) 23” IPS LED Panel with Full HD Camera and Dual Digital Microphones makes web conferencing feel like being there. Features USB 3.0 hub, plus DisplayPort and VGA monitor ports. www.lenovo.com/support/monitors!
ThinkCentre® Extended Arm (57Y4352) Tilt, pivot, raise or lower your monitor for improved viewing comfort in portrait or landscape mode. Extend or collapse to move monitor out of the way when not in use. 10.6 in (270 mm) of height adjustment. www.lenovo.com/support/monitoraccessories!
Lenovo Ultraslim Plus Wireless Keyboard and Mouse (0A34032) Eliminate cables using this comfortable and reliable 2.4 GHz wireless keyboard and mouse combination. www.lenovo.com/support/keyboards!
KEEP YOUR DRIVE We respect the importance of keeping corporate files confidential. Keep Your Drive allows you to retain your disk drive if it should happen to fail, giving you the peace of mind of knowing your valuable data is secure.!
ASSET TAGGING In the case of loss or theft, dealing with your insurance company and the authorities can be complicated and time consuming. Simplify the process with Lenovo Asset Tagging. Systems come equipped with a professional, flexible asset tag based on your exact requirements so your PCs are easily identifiable and traceable right out of the box.!
TO LEARN MORE ABOUT THE THINKCENTRE® M92 AND M92P TINY DESKTOPS PLEASE CONTACT [insert rep details] WWW.LENOVO.COM/<CTRY>/WHYLENOVO
Footnote: 1. Opal SSC HDD required. 2. Fingerprint reader is as an optional feature available on most configurations. ThinkCentre models require special keyboards. 3. Claim is calculated by taking the average of Lenovo EE3 notebooks and desktops, and comparing it with average data from 49 competitor products of similar configuration (Intel® Core™ i3, i5 and i7 PCs only). Testing conducted by CNET Labs, Beijing in December 2011, using the independent VTS tool to measure start-up times and other performance measurements. Performance will vary by model and configuration. 4. Monitors 1 & 2: Two DisplayPort cables split by optional dongle; Monitors 3 & 4: Two DisplayPort cables split by optional dongle. 5. M92p Tiny (Core i5-3450T) vs. M91p SFF (Core i7-2600). Calculation based on E_TEC (Conventional) in latest Energy Star standard. Trademarks: The following are registered trademarks of Lenovo: the Lenovo logo and ThinkPad. Microsoft and Windows are registered trademarks of the Microsoft Corporation. Other company, product and service names may be trademarks or service marks of others. © 2012 Lenovo. All rights reserved.
THINKCENTRE®
M92/M92p Intel® CoreTM i5-2520M processor Genuine Windows® 7 Professional 64-bit 8GB (1380MHz) RAM 160GB SSD HDD 4-in-1 Media Card Reader 3-year On-site Warranty
SGD XXXX PART NO. XXXXX
EDMs
13
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.
I am also experienced in manging and distributing MailChimp EDM campaigns.
Results The EDM was successfully distributed late March 2012.
Customer SMS
14
Brief Write regular customer SMSs for the GRLmobile brand, 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
15
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
16
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
17
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.
Business presentations
18
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
Scriptwriting
20
Brief Write a fun and easy-to-understand voice-over script for a series of how-to videos for the Dulux Australia website that were produced by Hase Media Group.
Solution Working with the video producer and animator, I wrote seven four-minute scripts that clearly explained the process of painting various surfaces and areas.
Find them at… http://www.dulux.com.au/advice/how-to-guides/how-to-paint-interior-surfaces
Animation consultation
21
Brief Strategise animations to accompany scripts for four videos about how businesses can benefit from accepting American Express.
Solution As well as scripting consultation, I worked with the director and head animator at Hase Media to brainstorm fun and effective animations to visually explain the concepts outlined in the script.
Find them at… The videos can be viewed at http://www.youtube.com/user/americanexpressau?feature=results_main
YouTube production
22
Brief Produce monthly episodes for the SunSmart YouTube channel, that encourage viewers to stay safe in the sun. This work is through employment with Cancer Council Victoria.
Solution I film video and record audio for a number of episodes, including the release of the Sun Savvy Chic dress, designed by JASONGRECH.
Find them at… The videos can be viewed at http://www.youtube.com/watch?v=1k48CCyT24M
Creative direction and project management
Project management
24
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.
Digital art direction
25
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.
Marketing strategy
26
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.
