Ella Mitchell
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Media & Marketing

CAMPAIGN IDEATION & STRATEGY

Campaign Definition: A coordinated series of linked advertisements with a single idea or theme; typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.

“It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.” Steve Jobs

Campaign IDEATION & MANAGEMENT Services
 

RANDOM ACTS OF POETRY

Random Acts of Poetry, Valentine's Day 2018 campaign, was designed to 'spread love' through free poetry giveaways. The campaign recruited more than 18 campaign partners and volunteers globally, who distributed 8,000 poems in Melbourne, Sydney, LA, Glasgow and Toronto. The campaign was supported by the State Library Victoria, Readings Bookstore and ABC Radio amongst others. Campaign results included a social media traffic increase of 200% for poetry feed @_fourlines_ and a 40% increase in followers. It was also responsible for numerous smiles and possibly started, or saved, a few romantic relationships.

CREDITS:  CAMPAIGN IDEATION & PLANNING, MEDIA MANAGEMENT, COPYWRITING, PARTNER RECRUITMENT & MANAGEMENT, COLLATERAL DESIGN & PRINTING, GLOBAL DISTRIBUTION, SOCIAL MEDIA MANAGEMENT


LETTERS OF LOVE

In the book Letters of Love, prominent Australians share their own words from the heart.From sports stars and TV personalities to High Court judges and CEOs, the book is full of words of hope, love and reflections from remarkable Australians including: Neil Mitchell AO, John Bertrand AO, Rex Hunt, Leigh Sales, Tim Costello AO, Layne Beachley AO, Cameron Daddo, Dan Jackson, Walter Mikac, Jimmy Barnes, Julian Burnside AO QC, John Bell  AO OBE, Jamila Rizvi, Michael Kirby AC CMG, Melissa Doyle AM and Caitlin Figuiredo.

The release of this book coincided with the 20th anniversary of the Alannah & Madeline Foundation. It was published by Affirm Press and is available for purchase from Target, Readings, Coventry Street Bookstore, Booktopia online and other book stores. All profits from the sale of the book will go back to the Foundation and its work to keep children safe from violence and bullying.

CREDITS: PROJECT PRODUCER, ASSOCIATE EDITOR AND PROMOTIONAL CAMPAIGN MANAGER FOR THE ALANNAH & MADELINE FOUNDATION (CAMPAIGN MEDIA BY PITCH PROJECTS)


20 STORIES FOR 20 YEARS 

This digital campaign highlighted 20 curated stories of resilience and hope from people who have benefited from and supported the Alannah & Madeline Foundation's programs. This campaign was one of many highlighting the Foundation's 20th Anniversary.

CREDITS: IDEATION, CAMPAIGN MANAGEMENT, TALENT RECRUITMENT, CAMPAIGN PHOTOGRAPHY, CAMPAIGN COPY WRITING, MEDIA MANAGEMENT FOR THE ALANNAH & MADELINE FOUNDATION


HOP FOR HOPE 

The Alannah & Madeline Foundation and Yarra Valley Chocolaterie & Ice Creamery united to present ‘Hop for Hope’ – a collaborative art exhibition raising funds to keep children safe from violence and bullying. Nestled amongst the picturesque views of the Yarra Valley, the ‘Hop for Hope’ exhibition showcased 40 larger than life-size kangaroos decorated and designed by iconic Australian artists and identities.

CREDITS: COMMUNICATIONS PRODUCER, SERVICES INCLUDED MARKETING COPY AND PRODUCTION, WEB COPY, TALENT & MEDIA MANAGEMENT, EVENT SCRIPTING AND PHOTOGRAPHY


DIGITAL LICENCE PRODUCT LAUNCH

Launched in 2015 with the support of Google, the Digital Licence online challenge uses quizzes, videos and games to improve understanding of issues such as cyber bullying, protecting privacy and dealing with inappropriate content. The educational product was ‘Highly Commended’ in the 2015 Australia & New Zealand Internet Awards (ANZIA) for Security and Safety and Certified by the Office of the eSafety Commissioner.

CREDITS: PRODUCT KEY MESSAGES, QUESTION REVIEW, PROMOTIONAL VIDEO PRODUCTION, MARKETING COLLATERAL, EVENT MANAGEMENT, SPEAKER & AMBASSADOR MANAGEMENT, LOCATION MANAGEMENT, EVENT MANAGEMENT


TELSTRA 'APPINESS CAMPAIGN

CREDITS: CAMPAIGN PRODUCER FOR JACK MORTON WORLD WIDE, SERVICES INCLUDE,  SCRIPTING CONTENT AND PRODUCING A 2 MINUTE ANIMATED VIDEO (ANIMATION BY XYZ), CREATING A BOARD GAME, STICKERS, EDUCATIONAL QUIZ AND CARDBOARD FIGURES


FORD 'PIECE BY PIECE' FUNDRAISING CAMPAIGN

CREDITS: LOGO REDESIGN MANAGEMENT, DESIGN REFRESH MANAGEMENT, WEBSITE DEVELOPMENT VENDOR MANAGEMENT, COMMUNITY EVENT ACTIVATIONS, PARTNERSHIP MANAGEMENT, SOCIAL MEDIA MANAGEMENT, COMMUNITY MODERATION