BOLTON CLARKE

Social Media & Content Marketing Specialist

MAR 2017 - NOV 2018

In 2015 RSL Care + RDNS merged to become the largest non profit provider of aged care and home nursing services in Australia. In 2017, the organisation was ready to take the next step, consolidating the two organisations into one with a major rebrand, distinctly different from either of the previous identities to be launched mid year. As part of the new brand team, my initial 6 month contract involved the creation and delivery of a Social Media risk analysis, social strategy, content marketing plan and establishment of a social media presence across Facebook, Twitter & LinkedIn to align with the launch of a new brand. The contract was extended twice, concluding 15 November 2018.

Achievements

  • Compiled a Risk Analysis and Crisis Management Plan for the newly merged RDNS + RSL Care.
  • Established the Social Media Policy for the overall organisation.
  • Developed the Social Media Strategy to transition the legacy brands of RSL Care and RDNS into a successful new brand implementation:
    Step 1 – introducing an account for each organisation
    Step 2 – once the initial brands were established, I introduced the newly merged identity (RSL Care + RDNS)
    Step 3 – commenced a brand awareness campaign to highlight the similarities of both organisations and the benefits of the merged organisations for all stakeholders
    Step 4 – the new Bolton Clarke Brand reveal in August 2017
    Step 5 – minimise and control any negativity resulting from new brand launch, particularly in Victoria with the loss of the Royal District Nursing Service title
  • Delivered successful paid media campaigns for several areas of the business, resulting in business growth and public awareness.
  • Rebuilt the brand identity for RDNS New Zealand including:
    • establishing social media channels,
    • a new corporate newsletter for staff and stakeholders,
    • created MailChimp campaigns and customised forms for professional eDMs
    • directed an intensive photography shoot involving multiple locations in Auckland. The assignment included the elderly,  disabled, children and animals on a tight 16 hour schedule
    • commenced development of a new website, to transition away from their current Kentico platform (still in development)

Responsibilities

  • Create and maintain the Risk Analysis and Crisis Management Plan, Social Media Policy, and content schedule for all channels
  • Established a social media presence for each of the organisations, introducing each organisation. Once the initial brands were established, I introduced the newly merged identity and commenced a brand awareness/transition campaign in preparation for the new Bolton Clarke Brand reveal in August 2017
  • Developed the content strategy for the social channels, maintained and developed assets and monitored community engagement for:
    • 36 Facebook accounts,
    • 3 Twitter accounts,
    • 3 LinkedIn accounts
    • and an Instagram account
  • Delivered successful paid media campaigns for several areas of the business
  • Analysed and reported on analytics each month and used the insights to deliver further growth for the organisation, which provided an educated advantage over many of our competitors
  • Played a key role in several other above and below the line marketing initiatives including:
    • NewAccess mental health program,
    • Be Healthy and Active program,
    • Fundraising campaigns and activities,
    • a Symposium for the Bolton Clarke Research Institute,
    • At Home Support campaigns, and large scale events including:
      • Victorian Seniors Week
      • New South Wales Seniors Week
      • Community Health Expo in partnership with Bowls Australia
    • and program launches across Australia in conjunction with beyondblue for NewAccess
  • Maintained the Bolton Clarke website (WordPress)
  • Assisted RDNS New Zealand with digital, design, marketing and communications activities
Aisha

It was my pleasure to work as Fee's direct manager in her role as Social Media and Content Marketing Specialist at Bolton Clarke.

Fee and I worked closely together on many key projects and it was my pleasure to get to know her during this time. I discovered that Fee is not only a brilliant asset to any business, but also a personable, kind and supportive team member.

Fee's broad-ranging skills in marketing, graphic design and content creation combined with the dedication and pride she takes in her work make her a true marketing all-star – with extreme efficiency to boot! Fee's tenacious approach saw the completion of long-outstanding marketing projects, including a new social media policy and management processes, a social media content plan and the launch of Facebook advertising and profiles for the business.

Fee was also integral in diversifying Bolton Clarke’s content marketing strategies for campaigns, guiding and collaborating with team members to ensure successful results. This success included the rapid growth of social channels under her supervision - far exceeding previous growth rates.

Fee is a talented, passionate and highly skilled marketing professional and I wouldn’t hesitate to recommend her as an asset to any business.

 

Aisha Champness
Digital Marketing Manager, Cystic Fibrosis Canada/Fibrose kystique Canada

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