Craig M

The primary role of this position is to assist the Event Manager and Festival Team with on-ground support services needed to deliver the event.

Managing the media and communications at one of Australia’s largest and leading animal welfare organisations means sharing stories about Animal Welfare League Queensland's lifesaving work through traditional media, communications, social media, advertising, digital and print collateral and website. I develop the media, communications and social media strategies to ensure the best ROI on all outreach.

I am responsible for planning, coordinating, implementing, and overseeing various marketing campaigns for fundraising, adoption, and advocacy issues within this role. This involves briefing external agencies and freelancers, monitoring and assessing campaigns and measuring the ROI of campaigns. In addition, I work closely with the Fundraising Manager to achieve these and manage spend and schedules.

Key achievements:

Stray Animals Day - $43,652.00 was raised, and in addition, there were 25 media mentions across digital, print, radio and TV. This resulted in a potential reach of 1,182,000 people, and the publicity value for this was $55,083.00.

National Desexing Month - 187 veterinarians participated and desexed 8,000 cats and dogs across Australia during the campaign.

Brand awareness campaign - A 121.3% increase in website traffic to the donation landing page. A month-on-month increase in the reach of the social posts, and since launching, there has been a 114.4% increase in social reach for donations.

Tax Appeal – Developed both DM and eDM campaigns that included case studies about animals who had been cared for and rehomed by the organisation. A targeted campaign to existing financial supporters via direct mail and email resulted in an income of $165,000 and 50 additional regular givers.

This position was responsible for administrating, reporting and coordinating logistics to achieve agreed targets of state-wide campaigns. A vital component of this role was working with volunteers, fundraisers and supporters, providing guidance, resources and support for their activities.

With guidance from the Head Office, I planned and executed the logistic plans for campaigns and events, including large-scale events such as Relay for Life and Daffodil Day. This included managing regional marketing campaigns and connecting with the community to establish strong relationships to strengthen the local community’s connection with Cancer Council Queensland. My responsibilities included:

Key achievements:

Generated an income of $304,842.00 for Australia’s Biggest Morning Tea, exceeding the target of $296,914.00.

Reporting to the Directors, I was responsible for supporting the Business Development Manager and Franchise Development Manager in developing and executing traditional and digital marketing strategies for the Asia Pacific Region. This included ensuring that the company communicated the right messaging to attract prospective customers and retain existing ones. My key responsibilities were planning and overseeing various activities, including launches, advertising, email campaigns, events, and social media.

In addition, this role involved managing Nuflow’s annual event calendar, which includes the yearly training program, franchisee conference and trade exhibitions.

Key achievements:

Executed a marketing strategy that increased residential enquiries by 160%.

Increased Facebook likes by 117%.

Increased website traffic by 102%.

Increased e-communication open rate by 40%.

Project managed brand transformation process.

Project managed the redevelopment of conference content and program.