Great ideas can change the world – but only if you communicate them well
Development and implementation of a campaign to encourage and facilitate farmers planting commercially viable trees on Tasmanian agricultural land. Private Forests Tasmania is a government Statutory Authority. A considerable research project including secondary research and interviews with farmers, formed the foundation of an ambitious but exciting Farm Forestry Engagement Plan. The campaign, themed “Growing the Future”, will launch in March 2020 with a new campaign brand.
A substantial content development project to write researcher profiles and develop video and website content for a digital transformation project. The researcher profiles project was part of the pilot program for the University of Tasmania’s digital strategy, writing engaging articles and career overviews on the impact and objectives of the research of the top academics. The researcher profiles project was followed by a comprehensive content marketing campaign. The pilot for this campaign ran through Dark Mofo 2015. In just 6 weeks the pilot saw incredible results: 6 million global reach; 700,000+ engagements; 5% increase in university enquiries. Claire was then recruited to run the ongoing “weareutas” content campaign as the Digital Content Manager, using the powerhouse digital marketing platform Percolate.
Sustainable Timber Tasmania is Government Business Enterprise tasked with managing Tasmania’s public forest estate. Engagements with STT include drafting the 2019 5–year Corporate Plan and contributing to the development of the Communications and Engagement Plan by providing a research review and drafting measurable campaign objectives. Claire also delivered a presentation to the staff Leadership and Innovation Conference 2019 on brand storytelling.
‘Claire was an amazing speaker. Hearing her story and how she got where she is was truly wonderful. I felt Claire really tried to engage us all with what she does and how she does it.’ STT Staff Member
Ongoing content projects over three years to promote the impact and engagement of the institute’s research to showcase IMB as a centre for excellence and reposition the brand as a recognised global leader in discovery research. Initial project was in conjunction with my previous business partner under the brand Black+White, as a direct result of the success of the content project at the University of Tasmania.
“I have worked with the [Black+White] Team to deliver the message of research to the world. Promotion of what researchers do, why we do it, the benefits, outcomes and legacies are integral to the research endeavour and the more who can join us in that journey, the better engagement we can have to deliver innovation and discovery. [Black+White] have the capacity to take a brief and deliver beyond expectations, with messaging and experiences that offer a Gestalt experience for the end result: where the whole is greater than the sum of the parts. I cannot recommend them strongly enough.” Jodi Clyde–Smith, Deputy Director (Operations & Strategy), Institute for Molecular Bioscience.
Content development, including researcher profile and impact stories
Brochure content and design
Annual Report Content
Research and implementation project to improve the experience of faculty of health students surrounding professional experience placement (PEP). The new website and communication strategy saw a dramatic change in student behaviour, for the better, there was a 1000% increase in entrances and 300% increase in traffic to the PEP homepage in the first 6 weeks.
“I had a very positive comment the other day when speaking with staff from an interstate university regarding the Professional Experience Placement website and what it contains. They said that it was extremely professional, and their website paled into insignificance; and that they were trying to model their website on the UTAS PEP website. Thank you, as always, for your development and continued resources for PEP.”Melissa Holman, Executive Officer, Rural Professional Experience Placement.
Research: User Research (Focus Groups & Interviews) User Needs Analysis Report, Internal Stakeholder Engagement Report
Content: Articles, Video, Photography
Communications consultant to the Tasmanian Government for the Tasmanian Trade Strategy. Claire helped to design and deliver Tasmania’s first Visiting Architects Program. The pilot was a huge success with the program now planned for continuation through 2020 and beyond.
Ongoing Consultation and Advice
Delivery of the Tasmanian Visiting Architects Program.
Content: Videos & Articles
Claire was an amazing speaker. I felt Claire really tried to engage us all with what she does and how she does it.