Introducing Selph

Launching a holistic health and wellness service to better the mind body balance.

Inception: Leading with insight

1. Understanding our why 

2. Finalising business and marketing objectives

3. Looking to audience/s - segments and focus areas

4. Engaging relevant stakeholders - practitioners and business leaders

5. Building audience personas - practitioner, prospect, customer and member

6. Developing messaging framework 

7. Developing content plans.

Execution: Prioritising high-impact initiatives

1. Delivering an always on approach - PR, social, EDM, blog, events and influencer

2. Delivering campaign peaks - influencer launch and opening

3. Brand building and local community engagement. Thinking big and ensuring a high level
   of bottom-up user generated content through a launch competition and inaugural events 

4. Community and in-studio events

5. Building practitioners and business leaders as a thought leaders.

Measurement: Delivering success

1. Finalising objectives during inception - brand awareness, traffic and new clients 

2. Looking to business impact - linking KPIs to organisational growth

3. Consistent communication - weekly and monthly updates 

4. Leading with a test and learn mindset.

Optimisations

1. Daily/weekly paid optimisations

2. Monthly organic, PR and event review

3. Quarterly check in - aligning with practitioners and business leaders.

Learnings 

1. Lead with benefit on organic channels

2. Offers and email marketing works

3. Think human-centric - omnichannel 

4. Take risks

5. Understand the lifetime value of a user - its effective to steer value/time.

NOTE: Each channel had specific KPIs based on stage of journey, ie/ pre-launch, launch, 6-months, 1-year.

Health and Tech

Targeting health marketers with a solution to their problem.

Campaign

• 3-month lead generation campaign

• Targeting a new audience segment - health marketers

• Driving brand awareness, targeted engagement and new business leads.

Creative

• 1-research white paper

• Range of social assets

• Landing page - copy

• 8+ EDMs 

• Press release. 

Execution 

• Creating ~30+ touch points 

• Supporting lead nurturing with paid ads

• Launching research paper.

Result 

• 28 leads/ 21 MQLs/1 SQL

• $20K direct pipeline built

• AdNews and AdWeek feature.

110:1 Rebrand

Rebranding Guardian childcare centres - 53 brands to 1.

Campaign

• Rebrand of 110 childcare centres

• Engaging current and prospective families, employees and the childcare industry

• Driving community engagement and childcare enrolment.

Creative 

• Rebrand, including: Website redesign, style guide, logo, tone of voice, content architecture

• Templates, including: Blog, social and EDM 

• Bus advertisements

• Spotify ads.

Execution 

• Branding executed internally

• Internal and external comms plan

• Creative development

• Launch campaign to employees and parents

• Ongoing always on content.

Result 

• Increased employee satisfaction and retention around brand

• 15% increase in requests for centre tours, measured over a six month period.

ASX Listed FMCG

Delivering aggressive results for My Muscle Chef via social media-led marketing.

Campaign

• Always on management of organic and paid social

• Engaging previous clients, prospective clients and look-a-like audiences 

• Driving awareness, engagement, increased web traffic and improving sales/ROAS.

Creative 

• 1-photoshoot per month

• Repurposing photoshoot content for always on content, including;

  • 50-static assets per month

  • 10-video/GIF assets per month.

Execution 

• $50K+ ad spend per month

• Content generation, paid/performance optimisations

• Strict KPIs around cost per purchase. 

Result 

• 20% decreased cost per purchase

• 15% increase website traffic, measured over six months

• Additional methods of targeting - learnt through testing.