Renee Sewell
Marketing professional, providing innovative strategy and execution to increase market awareness, enhance trust and achieve business results.
AREAS OF EXPERTISE
Marketing Strategy aligned with business goals
Communications (internal & external)
Lead Generation
Social Media Strategy & Management
Email Marketing
Campaign Development & Management
Brand Strategy & Management
Metrics analysis & tactic adjustments
Market Research
Event Management
Project Management
Interpersonal Communication Skills
Development & Training
Leadership & Management
CRM, Stakeholder Consultation & Engagement
Business Process Improvement
CASE STUDIES - Full strategy & execution
Total Construction
January 2023 – January 2025
Conducted a full marketing audit, providing a comprehensive analysis of Total’s business and marketing activities and presence. Developed a bespoke National Marketing strategy ‘TOTAL Roadmap’ to address weakness and threats, capitalising on opportunities and strengths identified in discovery.
Outcomes delivered:
Brand
Conducted branding workshop facilitating business’ leaders to identify and achieving consensus on the focus on core construction market sectors, key repeat clients and services to deliver.
Consolidated the use of multiple brands replacing the stand alone TOTAL, removing Total Care and maintaining sub brand Total Special Projects in construction Narrowed focus on services and sectors - ensuring clear and consistency in communications.
Conceptualised and launched a rebranding initiative, consolidating internal and external facing brands, developing a 30 year brand mark to celebrate this achievement. Producing consistency with brand to increase recognition.
Print Communications
Development of 4 key Capability Statements 48 page brochures showcasing services and portfolio.
Trade events: production of flyer, business cards, printed artwork for stands and banners.
Composed several articles for the Master Builders Association, Self Storage Association of Australia and Food and Beverage magazines.
Digital Communications
Completed Website revitalisation: project managed the design concept, copy and imagery sourcing, producing industry leading brand and market positioned digital portfolio and communications hub, delivered on time and under budget.
Executing multi-channel campaigns, driving increase in invitations to tender, further negotiations and sales.
Social media strategy: Identified key content pillars, calendar of upcoming project milestones and event dates. Produced an organic content production system focus on LinkedIn first content to increase the efficiency of content production and publishing frequency gaining significant increases in followers organically increasing more followers than Tier 1 and 2 competitors and increasing engagement of content to 34 -43%.
Trade events, digital display presentations, website landing pages.
De Palma Salumi
Key Achievements:
Crafted unique De Palma Salumi story
Identified lucrative market opportunities
Rebranded from Small goods producer to Artisan Salumi makers
Built strong brand awareness in the industry
Collaborating with industry heavyweights
Developing and continually adapting effective social media strategies
Achieved significant market growth, 3x in the first year 2016 and 116% increase in orders in November 2022.
Taking on the family's Small Goods business, Robert expanded production capability and was keen to achieve significant business growth.
Approach:
Articulating the De Palma story
Passion, love and family history are at the centre of all activities.
Hand made salumi products, produced using labour intensive family recipes and methods of slow fermentation and ageing
Recipes and methods handed down through 7 generations of father and son Italian Salumi makers
The labour, time and passion intensive processes ensures that the cost of production is far greater than all other competitors small and large scale ie Primo, that use additives to fast ferment the products.
The outcome is a range of artisan products that are significantly superior in taste. There is no acrid after taste, with no dextrose, nitrates or nitrites added to fast ferment.
Target Markets
With a higher cost of production and superior tasting products we identified high end restaurants, hotel chains, throughout Australia and their Chefs to be the perfect fit and lucrative target markets to pursue.
Rebrand
Developed a new brand mark that reflected the traditional, hand made origins of the company. Deploying black and white colour pallet positioned the brand as a premium artisan luxury producer with a rich deep family history and reputation for excellence.
Ensuring consistency, the brand mark, colours and brand personality are deployed across all online and offline touch points including website, social media, banners, brochures, labels and packaging providing a consistent premium look, feel and voice.
Marketing strategies:
Trade shows & leveraging supplier relationships.
Enabling chefs to taste product range and gain understanding of our product origins.
Influencer marketing
Attracted several well known and respected chefs to create signature dishes with the current range as well as bespoke Salumi products.
Peter Gilmore - Quay and Bennelong won dish of the decade with our Ventricina product:
Social Media:
Providing a voice and face of the business, we were able to rapidly build the know, like and trust relationships with the target market.
Content strategy focussed on short videos & Reels to share the story, who we are, what we are about, point of difference, our philosophy, spotlight each product and how to innovate with Salumi.
Daily chefs both local and abroad DM for product supplier information to order.
Instagram has grown organically to almost 5K real and active followers.
Good food’s
Dish of the decade
De Palma Salumi Ventricina
by Chef Peter Gilmore
Stories are bridges for connections.
How do you harness the power of your story in your communications?
Kids Cottage Preschool
Business Objective: Increase occupancy.
Approach:
Review demographics of current families
Produce avatars of 3 families to proactively attract
Conduct competitor analysis, current family in person surveys, market research, and forecasts on childcare consumer trends
Marketing Objectives:
Raise Brand Awareness
Build a pipeline of new family inquiries and tour bookings
Attract:
New and expecting parents, especially females living and working in North Parramatta and surroundings.
Families recently moved into the area with older children attending Oatlands public school.
Professionals and academic support staff in the local large private schools and Universities.
Marketing strategies:
Realignment from day care to preschool with extended service hours to:
Target specific families that want their child to not only academically prepared but also have emotional and life skill preparedness
Capitalise on their expert educators and flexible programming - utilising their competitive advantage
Retain quality educators
Brand refresh
Larger signage
Developed digital brand strategy and implementation plan
New Wordpress based Website with optimised tagging, SEO and PPC
Blog content strategy to strengthen website SEO and provide content direction for Social Media - organic and paid strategies
Social Media Content strategy and calendar to provide direction and guidance on content to create, outlining 20 key content pillars that speak to target families
Developed and managed paid Instagram and Facebook ad campaigns
Measured all marketing programs performance metrics - provide recommendations and implement changes for improved performance
Formed closer ties to local community including local primary schools (introduced school readiness visit and library excursions), grocery stores, vet and GP.
Key Achievments:
Influx of inquires to tour during campaigns (increase of 700%)
Occupancy currently at 92-100% in line with teacher/child ratios
Healthy waitlist of families waiting for a vacancy
Robust website presenting essential information and call to actions and strong SEO
Professional printed welcome packs with helpful guides and key information about KC for prospective families
Streamlined social media content production system, enabling multiple Educators to create and schedule on brand effective content.
Every organisation has a unique marketing need requiring a bespoke approach to achieve their business goals
Marketing & Branding Projects & Events
MyHomeCare
Competitor analysis
Stakeholder interviews
Brand strategy & messaging
Developed Brand mark and assets
Communication tools, new livery - cars, uniforms, buildings etc
Built website, app, communication tools (welcome packs, service offering, log sheets)
Engaged influencers to create content
Manage PR engagement for TV, Dr endorsement, radio & newspaper advertising
Custom Fleet
2022 Wellington ARC EV Summit
Manage the production of Event assets including:
Digital invitations
Media wall
Branded lanyards and individualised participant name tags
Branded Powerpoint presentation content for Custom Fleet and suppliers
Branded fleet vehicles
InterLink
Brand strategy & messaging
Refined Brand mark and brand extension to accommodate 5 key specialty areas
Capability documents for each key specialty area for more efficient and targeted tenders
Every Trade Group
Produced Capability documents for each key specialty area for more efficient and targeted tenders. These were developed as part of growth strategy for ETG, looking to expand into the health and education private sector.
Spantec
Developed product specific retailer assets. Eg: promotional A3 posters, demonstration videos and detailed product installation guides
Refined product information on spantec.com.au
Developed signage and stickers as brand awareness in-store and on the job site
Start with your current clients. What are their pillow problems and deep desires?
Use their words in your marketing communications.
SOCIAL FOCUS
Officeworks
Develop a brand awareness campaign for LinkedIN for the launch of an education/e-learning micro site for Officeworks business customers. Developed and briefed in web assets, eDMs, social media memes and printed documentation.
CSIA
Customer Service Institute of Australia
Develop a ‘Conversation starter’ campaign for instagram around customers. Developed messaging and briefed in social media assets. Launching CSIA on social media platforms.
Something special happens when you tell a story, people actually listen
Let’s chat.
renee@zam.agency
+61 403 481 884