Danielle Hardgrave
Marketing Communication, 2021
Hi my name is Danielle Hardgrave
I have always loved the idea of combining business and creativity together and I have found that marketing communication is the perfect combination. That is why I chose to undertake a Bachelor of Communications in Media (Marketing Communications) at UC.
Research, strategy, collaboration and stakeholder engagement are just some of my passions when it comes to marketing. I love being able to bring the spirit of a brand to life by creating a distinctive and engaging identity that connects brands with its customers.
I am also passionate about continually growing as a person, learning new skills and seeking new ways to develop my skill set. I have been fortunate to not only intern at The Mark Agency in late 2020 but I have also been able to obtain a marketing coordinator position at a management consulting firm in Canberra while I complete my degree. These two positions have really helped to develop my professional career as a marketing communicator.
I guess you could say I have a strong work ethic, but I also have a strong eye for attention to detail and believe that learning never stops! Marketing and advertising is such an exciting industry and I am excited to grow as professional in this space.
Selected Portfolio
Thank A First Responder Day Campaign Report
Fortem Australia reached out to the University of Canberra Professional Evidence students to come up with a campaign for Thank a Frist Responder Day 2022. Between a team of 4 members, the campaign was developed over 11 weeks from beginning to end. I was head of research however, I also helped with creative writing and ideation generation.
The Everyday Woman Business Plan
The Everyday Woman business plan was created out of the idea that all female bodies should be celebrated no matter what size or shape they are. I identified a clear gap in the market due to the limited number of athleisure wear companies targeting an older age demographic. TEW offers extra supportive clothing for different body shapes and sizes that will give the confidence and enhance the natural figure of the woman and celebrate the curves. Offering a full range of neutral-toned, modern sophisticated pieces that women can wear from the gym to the shops.
Dr. Oetker Media Plan & Strategy.
This project involved creating a top-line media schedule and a supporting strategy document to justify the proposed plan for frozen pizza company Dr. Oetker. Dr. Oetker supplied a media brief outlining the goal for their upcoming campaign. They wanted to encourage regional families to stock up on Ristorante frozen pizzas. This media plan and strategy identifies regional grocery buyers as the primary target audience as well as numerous ways to reach them through appropriate media buying and scheduling.
McDonalds Social Activism Campaign.
This project required my team member and I to act as creative directors from a large Australian advertising agency. As a team of two we were asked by one of our largest clients to develop a creative ad campaign to align McDonalds with domestic violence an important social issue. The objectives of this campaign were about aligning domestic violence with awareness and behaviour change in the Australian Community. The client told us specifically that they did not want to sell products rather they expected compelling brand recognition as a socially responsible and activist brand. I was in-charge of the copywriting and ideation generation.