Thank a First Responder Day (TAFRD) 2022
As part of a team I was asked to come up for a proposal for a national integrated marketing campaign for the annual Thank a First Responder Day event. The objectives were to increase awareness of the event from 2021 levels, and to expand the campaign to the national level. The campaign had a budget of $20,000, plus $10,000 for Google Ads and pro-bono sponsorships from regional radio and tv networks. As strategy lead for the project, I was responsible for planning the project. I also collaborated with the team on every element, from written content, to design, to creative executions.
TAFRD Campaign Proposal - Australia's Biggest Thanks
I lead the story and strategy segments of the TAFRD 2022 campaign report. The Australia's Biggest Thanks campaign capitalises on TAFRD's established call to gratitude, elevating campaign to the national level. The campaign is context aware, and references Australia's shared experience of the COVID pandemic, alongside other shared events where first responders have been involved, including the 2019-2020 Black Summer Bushfires.
Social Media Campaign Pitch - Made In Canberra
As part of a group assignment I was asked to pitch a social media campaign advertising Canberra to a young audience. Our team pitched 'Made In Canberra', a campaign focusing on young people and success in Canberra, characterising Canberra as a city where you can make yourself. I lead the strategy and design of the project.
Project Proposal - 2021 Faculty Study Tour to India
As part of a group assignment I was asked to propose a 2021 Faculty Study Tour to a country of our choice. Our team selected India. I was responsible for the overall strategy for the project, as well as the project itinerary and budget.