A selection of examples of what Split Media does best: • Copywriting • Social Media • Websites • Online TV • Digital marketing • Digital strategy

1. Digital Marketing, Copywriting and Content
folio 2012

2. 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.

4. 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.

5. 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.

6. Marketing and Content Production Copywriting
• Online marketing specialist • Electronic direct mail (EDMs)
• Social media strategy and management • Website and social media copy
• Blogging and editorial • Media releases, statements and publicity
• Competitions, and terms and conditions • Product and service information
• Promotions and downloads • Business information and biographies
• Internal and business-partner marketing • Point-of-sale collateral
• Online TV filming, editing and production • Product naming, specifications, packaging, reviews
• Creative direction • Retail and channel support; training materials
• Creative project management • Business proposals and presentations
• Customer touchpoints including IVR and SMS
• Awards submissions
• Proofreading and editing

7. 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.

8. Social media

9. Facebook
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
9

10. Twitter
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
10

11. YouTube
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
11

12. Google+
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
12

13. Pinterest
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
13

14. LinkedIn
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.
14

15. Blogging
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/
15

16. Social strategy
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.
16

17. Content planning
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
17

18. Social revitalisation
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.
18

19. Analysis and reporting
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.
19

20. ROI calculation
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.
20

21. Websites and
digital marketing

22. Website management
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.
22

23. 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
23

24. Competitions
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.
24

25. Music downloads
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.
25

26. Downloadable ringtones
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.
26

27. Printable cricket card
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.
27

28. QR codes
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.
28

29. Website consulting
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/
29

30. Analytics and reporting
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.
30

31. Copywriting and
communications

32. Service information
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.
32

33. Business information
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/
33

34. Microsites
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.
34

35. 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.
35

36. Customer SMS
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.
36

37. Product copy
Brief Better fit Sportsman or spectator Men’s socks
Write fun and attention-grabbing copy for
each category in the Spinners by Shane We reckon you should be We know you love sports. The unsung hero of Aussie
Warne range that highlights the benefits of able to bowl a flipper But let’s face it, we’re not fashion, a good pair of socks
the products’ technical features in plain without being distracted all elite athletes! Spinners that can go the distance
English. by your undies. So tees give you that makes a real difference to
Spinners trunks are snug sportsman look, even if your day. Spinners by Shane
Solution enough to stay in place you choose to Warne socks are packed
The copy was used in the Products section when you’re on the field, participate from the with exciting sock
and won’t ride up when comfort of your lounge technology (we think it’s
of SpinnersbyShaneWarne.com, which is
you’re on the bench. chair. exciting) to make sure you
no longer online. 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.
37

38. Product copy
Brief Foil Feather Burn-out Tee GRLmobile 100% Pure Water
Write fun and attention-grabbing copy for
The concept that male birds need to Instant fashionista – just add water
each product on the GRLmobile website wear brightly coloured patterns and
that will appeal to young, fashion-conscious plumage to impress their females is quite In his famous Messages From Water
females. funny when compared to human society. experiments, Dr. Masaru Emoto
For us, it’s the chicks who dress to photographed the results of how certain
Solution impress, while dudes seem comfortable words and phrases can dramatically
The copy was used in the Products section in a dirty pair of jeans and ripped t-shirt. alter the molecular structure of water. His
of GRLmobile.com, which is no longer We think that the birds have got it right — findings could suggest that drinking
who wouldn’t be excited to see your water from these GRLmobile-labelled
online.
crush prancing around in an electric bottles could enhance your glamour
blue velour tuxedo fluffing up his bangs proficiency in miraculous ways. Probably
trying to get your attention? best to give it a go; you can’t doubt
proven science.
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.
38

39. Brochures
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.
39

40. Editorial
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.
40

41. Product reviews
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.
41

42. Incentive programs
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.
42

43. Advertorial
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.
43

44. Technical instructions
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.
44

45. “Chick-tionary”
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..
45

46. Internal communications
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.
46

47. Staff handbooks
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.
47

48. Customer instructional
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.
48

49. Interview ghostwriting
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.
49

50. Radio advertisements
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.
50

51. Business presentations
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.
51

52. Online TV
production

53. Content planning
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.
53

54. Scriptwriting
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.
54

55. Videography
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
55

56. End-to-end video production
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.
56

57. Creative direction and
project management

58. Project management
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.
58

59. Budget management
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.
59

60. Website development
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.
60

61. Digital art direction
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.
61

62. Online TV direction
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.
62

63. Photography direction
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.
63

64. Audio direction
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.
64

65. Marketing strategy
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.
65

66. Intellectual property
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.
66

67. Style guide management
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.
67

68. Corporate identity
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.
68