Services & portfolio of work

1. D I G I T A L & S O C I A L M E D I A M A R K E T I N G
C O N S U L T I N G S E R V I C E S
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2. A B O U T M E
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3. M E E T M E
KATE
D I G I TA L M A R K ET I N G S T R AT E G I S T
I was bitten by the Digital Marketing bug in early 2011 where I focused on Search
Engine Marketing (Google AdWords, Bing and online display banner advertising),
content marketing, inbound marketing, social media marketing and digital campaign
activations.
I quickly moved into a senior role where I consulted across all Digital Marketing
projects while running the company’s Social Media Department.
I've had the honour of speaking at The Australian Institute of Management and on
the 4BC Radio Breakfast Show.
I am currently working with QUT to build the new Social Media Listening course for
undergraduate business students.
In my spare time I teach others how to DIY their own Digital Marketing on my blog:
Small Paper Things.
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4. B R A N D S I ’ V E W O R K E D W I T H
During my time with Reload I had the opportunity to
work with many SME clients. Through this, I learned
how to stretch a shoestring budget and how to ensure
we could measure the ROI on all digital activity.
I’ve also had the honour of working with some incredible
brands with larger budgets that allowed me the
opportunity to test and learn various tactics and get a
good idea on what tactics work well in certain verticals.
For case studies please refer to “Portfolio of work” on
slides 6 – 11.
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5. P O R T F O L I O O F W O R K
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6. P O R T F O L I O O F W O R K
During my time at agency I worked for Subway for many
years running their online advertising campaigns.
This included the strategy development and ongoing
optimisation of:
• Search Engine advertising strategy (SEM) Google
Remarketing
• YouTube TrueView advertising
• Facebook advertising
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7. P O R T F O L I O O F W O R K
During my time at Reload I was able to work on many
top tier clients. This client (whilst on an NDA) was a fast
moving consumer goods product for which I was
responsible selling via digital channels.
I build a social media and digital marketing strategy for
this client and performed the following services ongoing:
• Social Media advertising
• Digital project management
• Ongoing content strategy, development & execution
• Community engagement strategy
• Digital promotions and activations strategy and
development
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8. P O R T F O L I O O F W O R K
Whilst working with Reload one of my clients, Next Byte,
was interested in running a campaign that would both
drive increased community numbers to their Facebook
page and also drive footfall into stores.
I devised a competition and reward system whereby
users (who became fans of the Facebook page) could
gain access to exclusive rewards and offers through
Facebook which drive a 13% uplift in footfall throughout
the campaign period.
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9. P O R T F O L I O O F W O R K
Bridge to Brisbane approached Reload Media to
develop a full social media strategy to support the
Bridge to Brisbane activity from pre-event engagement
through to posting content after the event.
For Bridge to Brisbane I provided the following services:
• Social Media Strategy Development
• Social Media Advertising Campaign Build &
Optimisation
• Content strategy & execution
• Content scheduling
• Community engagement
• Reporting & tracking of campaign performance
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10. P O R T F O L I O O F W O R K
Tourism Tropical North Queensland were one of my
oldest clients at Reload. I ran campaigns with them over
the course of the 4 years I worked in agency.
We developed a number of social media campaigns built
to achieve many different objectives (from building a
community on their Facebook page to driving downloads
of their iOS application).
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11. P O R T F O L I O O F W O R K
During my time at Domino’s I had an incredible
opportunity to take my 4 years of agency experience to
an in-house role where I managed all aspects of the
Social Media Marketing, Digital Campaign Development
and Customer Engagement focussed campaigns.
In my first week at Domino’s I cut the cost per
conversion of our advertising in half and in the second
week I halved it again.
This resulted in us being able to increase our media
spend and trial new ad types.
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12. C O N S U L T I N G S E R V I C E S
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13. C O N S U L T I N G S E R V I C E S
Digital brand and marketing strategy (including inbound marketing, email, digital PR & outreach, search engine
optimization, search engine marketing & social media)
Facebook, Instagram, Twitter, Google AdWords, Bing & Display advertising strategy, set up and ongoing
optimisation
Content marketing strategy & copywriting: Social Media, website, blogs, infographics etc. with considerations for
Search Engine Optimisation
Outreach strategy & relationship building (identification of key influencers and turning them into advocates for the
brand)
Reporting & insights analysis: Native digital social media channels and impact on website performance and sales
Promotion & competition strategy and execution
Managing external partners including assistance planning and running photo/video shoots to ensure we get the
most from the allocated time
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14. MEET BUILD EXECUTE
Before starting on any digital strategy it’s important
to first have a “discovery meeting” or phone chat to
discuss the exact target market and business
objectives. This allows me to approach projects
with both a short and a long term focus so I am
able to recommend “evergreen” strategies where
possible that allow you to get more bang for your
buck!
It’s also important to discuss the measures that will
be used to determine whether or not the strategy
has been successful.
Following our initial briefing I will commence
building a strategy document which outlines the
proposed targeting, copy and scope of
development (if design or development is
required).
This will be sent to you so that you’re able to
provide feedback and approve once happy with
the direction.
The “build” will also include a proposed timeline
for execution of the recommendations outlined in
the document.
Once the strategy “build” has been signed off I’ll start to
execute the strategy as per the timeline set in the build
documents.
While strategy, content development and copywriting
activities can take a some time to execute, some items
such as advertising can often be set live on the same
day as sign off.
Please feel free to indicate any key deadlines and
timeframes when we first meet so that we can priorities
which items to execute first.
C O N S U L T I N G P R O C E S S

15. C O N T A C T M E
0422 419 824
kate@smallpaperthings.com
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