Integrated digital, traditional and brand-led marketing

B2b/B2C Campaign Strategy

Brief: No Fussing About was briefed to develop an integrated campaign to launch Budget Bundoora and grow its revenue into $50,000 per month, within a year.

Leveraging corporate campaigns, within brand guidelines, a four-pronged campaign strategy that included digital, traditional, direct marketing, PR and outdoor media, supported by data segmentation and an internal brand advocacy and training program was delivered.

Results: Strategy adopted and implemented by client.

Franchise Review & B2C Campaigns

Brief: Undertake a system wide Franchise and Marketing review, develop a Franchise Recruitment Action Plan, a Franchisee Recruitment Tool Kit, Local Area Marketing Action Plan and Internal Communications Action Plan.

Results: Over an 18 month continuing partnership No Fussing About has delivered five out of six projects, with the Local Area Marketing Action Plan (for franchisees) being deferred. Direct Marketing (digital and SMS) consumer campaigns increased revenue by 10%.

B2b/B2C Campaigns

Brief: 2006 -2009 Hold responsibility for managing the Master Brand, bring to life the Franchise Brand, establish and manage the Marketing & IT Department, and deliver a consumer and franchisee recruitment marketing strategy.

On the ELT, Ben contributed to financial, cultural and brand stewardship. He was responsible for a multi-million dollar budget national integrated TTL channels digital/traditional (TV, Cinema, Radio, Print, OOH) client and franchisee marketing, and training/support programs. Ben recruited, trained, mentored and led a team of six, and print, PR and creative rostered agencies.

Results: Ben’s oversaw a corporate rebrand, Your Local Psychologist and development of the Franchisee Brand, Business Associate Program. His acquisition and retention strategies contributed to growing business from five company owned practices to 21 and 75 people, acquiring 5,770 clients and $3.2million in 2.5 years.