Intentional marketing for ambitious brands.
STRATEGY. BRANDING. CREATIVE. DIGITAL. SOCIAL.
Full-service
creative agency.
Tactical Directions (TD) is a boutique full-service creative agency helping shape the future of government agencies, ambitious brands and growth-focused businesses.
Drawing on more than 25 years of industry experience, our team blends strategy, data-driven insights and creativity to build meaningful communications, influence action and achieve sustainable outcomes.
Whether launching, scaling, or an established brand seeking a transformative shift, Tactical Directions is your partner to achieve something greater, together.
impact your How we brand.
Our integrated service offering provides our clients with the opportunity to access our full-suite of marketing services. From strategic guidance, to thoughtful creative solutions, digital marketing, activations and beyond, our in-house team combines deep experience with a forward-thinking mindset to create lasting impact.
Research + Strategy
Campaigns + Promotions
Branding
Ideation
Graphic Design
Content Creation
Web + Digital + Social Media
Videography + Animation
Events + Activations
Marketing Training
Resourcing
WCAG 2.1 AA Accessibility
Diverse spectrum
of industry expertise.
With over 25 years of experience across a broad range of industries, including government, finance, FMCG, education and more, our team of seasoned professionals excel at tailoring our proven strategies to any sector or audience, delivering outcomes with commitment and creativity.
CLIENT COLLABORATIONS
Our diverse client partnerships are a testament to our relentless pursuit of excellence and our expertise in driving success across a wide range of industries. From visionary startups to global leaders and government bodies, we deliver industry-defining solutions that achieve impactful results. The loyalty of our clients speaks volumes about our ability to consistently exceed expectations, time and time again.
A sum greater than our
OUR TEAM individual parts.
The TD agency experience means that you benefit from a team of seasoned marketers, each an expert in their respective fields.
Together, we ensure each individual part of your marketing or communications combines to something greater, creating unified impact across all of your activities.
With a team of industry-leading talent, many from Australia’s best agencies, we bring more than just expertise. We offer creativity, innovation, and an unwavering passion to make things greater.
OUR TALENT
Scott Deakin
Creative Director
Creative problem solver, powered by tea.
Millie Prangnell Creative Lead
Passionate creative, nature lover.
Erica Walt Senior Designer
Creative and artist, inspired by curiosity.
Our talent
Samantha Foley Managing Director
Orchestrating strategies, chasing two children.
Sarah Haines
Project Manager
Relationship builder, TD social planner.
Teresa Carbone
Project Manager
Brand developer, literature lover.
Shannon Cleary Group Director
Client-centric focused, amateur comedian
Kate Gibbons Project Manager (VIC)
Marketing maven, fun-factor enhancer.
Adriana Santibanez Project Manager (QLD)
Passionate marketer, self-proclaimed chef.
Josh Maker Digital Lead UX master, digital nerd by nature.
Sharon McKenzie Project Manager (WA)
Results-driven, positive vibe creator.
Amanda Lindley Finance Manager
Number cruncher, belly laugh instigator.
OUR DIFFERENCE
Genuine Care Relentless
We prioritise YOU, building stronger partnerships, encouraging collaboration, and delivering clever, high-quality outcomes no matter the project’s scale. It’s big-agency expertise, but with the added care and dedication that you deserve. Exceptional, personlised service isn’t just our goal, it’s the standard that defines us.
Adaptive Movers
From collaborating with a diverse portfolio of brands and leveraging top-tier talent, we’ve streamlined our agency to deliver an agile approach that adapts swiftly to evolving needs. Always ready to pivot, we ensure your brand remains positioned for success, without compromising on creativity and quality.
Our Difference
At our core, we operate with an unwavering sense of ownership, ensuring that your success is our success. Our deep commitment to your brand drives us to treat it as our own, invested in every detail and dedicated to delivering real outcomes. We’re not just an extension of your team, we’re passionate advocates that will work relentlessly to achieve shared goals.
We believe in the power of constant curiosity, asking bold questions, thinking outside the box, and delivering with generosity. It’s often the small ideas and subtle adjustments that spark true transformation, and this mindset is deeply ingrained in our agency’s culture.
HOW WE CAN WORK WITH YOU
Flexible agency model.
We understand that there’s no one-size-fits-all approach. That’s why we offer a flexible agency model designed to accommodate varying needs, objectives and budgets.
Designed for clients who want a comprehensive strategic marketing solution that looks at your brand holistically and takes the lead on your marketing efforts.
Designed for clients with specific marketing challenges or goals. We deliver a strategic solution that addresses your project’s unique objectives.
Designed for clients who want ongoing marketing support, either across the full suite of services, or for a specific activity, capped at a monthly budget.
Designed for clients who want flexibility, our ‘hours’ packages let you tap into our expertise and resources for various marketing tasks as needed.
Project-based
The Full Suite
Retainer
Hours Packages
Small Business Growth Framework
SMALL BUSINESS GROWTH FRAMEWORK
Relaunch. Transform. Grow.
We get it! Running a small business is more than just a job; it’s personal. You’re wearing all the hats, stretched for time, working within tight budgets, and carrying the weight of making it all succeed.
That’s why we created our ‘SMALL BUSINESS GROWTH FRAMEWORK’—a proven, refined system built from years of working directly with hundreds of small businesses just like yours. We’ve taken what works, cut what doesn’t, and designed a clear path to help you relaunch, transform, and grow with confidence.
You’ll elevate your brand, boost customer connection and see real, measurable growth, while reclaiming time to focus on what matters most: doing what you enjoy most.
Your next move starts here—come take a look.
SMALL
We dig in to see what’s working, what’s not, and where we can really help. We reset your brand image with a fresh look to work just as hard as you do. We transform your presence into a cohesive, standout brand experience. We make your brands comeback with sharp, focused strategy that delivers genuine impact.
SMALL BUSINESS GROWTH FRAMEWORK
What’s Included?
Our Growth Framework delivers a holistic brand strategy, tailored to your business stage, goals, and budget. Every business is different, that’s why we begin with a deep review to identify the areas that will deliver the most impact, whether that’s a full package or just one focused solution from the below.
Brand Audit
Market Positioning
Visual Identity Review
Competitor Analysis
Audience Personas
Marketing Analysis
Business Strategy
Business Name/Tagline
Review or Update
Visual Identity Refresh (logo, typography, colour palette, visual assets, messaging and tone of voice)
Stationery
Website
Sales Collateral
Promotional Collateral
Digital and Social Media
Signage
In-store experience
Events/Activations
Ongoing Organic Social
Media Management
Email Marketing Paid Media
(SEM, Digital, Social, Print, Outdoor, etc).
SMALL BUSINESS GROWTH FRAMEWORK
Why it Works?
REFINED FORMULA
Developed and refined over 25 years working with both global and local businesses across diverse industries.
TAILORED FOR SMALL BUSINESSES
Specifically designed to help small businesses transition from stagnation to sustainable growth.
HOLISTIC APPROACH
Offers a comprehensive, integrated look at all aspects of the business, ensuring all aspects of your business move forward cohesively.
PERSONALISED SOLUTION
Flexible for businesses of all sizes and stages, delivering growth pathways tailored specifically to your unique needs and objectives.
BUILDS COMPETITIVE ADVANTAGE
Helps businesses differentiate themselves in the market through strategic refinement.
SUSTAINABLE GROWTH FOCUS
Sets your business up with long-term growth strategies rather than quick fixes or short-term gains.
TOP MARKETING TALENT WITHOUT THE FEES
Access top Australian marketing talent without costly large agency fees.
BUILT ON GENUINE CARE
We genuinely care because we’re a small business too and your growth is personal to us.
Project highlights
ASTUTE TIMBER
Branding and Launch
The brief
Support the launch and growth of Australian Wood Industries new sub-brand, ASTUTE.
The strategy
TD partnered with Australian Wood Industries to lead the brand strategy and execution behind their new product offering, Astute.
Astute, a premium architectual timber range, is an elevated offering from their wider product portfolio. As such, we developed a brand that both aligned with the Asuste positioning and audience, whilst still being recognisable as part of the wider product suite.
The newly developed brand was executed across a range of collateral targeting our key recommenders, architects and high-end builders, encouraging them to integrate the Astute range into their client plans.
Project deliverables included:
• Brand strategy
• Brand visual identity and assets
• Presentation template
• Product brochure (including renders)
• Event collateral and signage
• Website.
Visit www.astutetimber.com.au to learn more.
Sydney Home Design Centre Brand Relaunch and Marketing
The brief
Development of a comprehensive brand refresh and new visual identity, followed by the execution of an integrated marketing strategy.
The strategy
To reposition Sydney Home Design Centre (formerly JBH Design Centre) as the leading destination for interior home renovations, we implemented a comprehensive rebrand. This included:
• Name
• Branding and Visual Identity Kit
• Stationery suite
• Website (see here)
• In-store and external signage
• Email marketing template
• Presentation template
• Quarterly ‘CREATE’ Magazin (print and digital)
• Launch event
• Social Media Program
Following the rebrand, we strategically executed a fully integrated marketing program, designed to create cohesion across all brand touchpoints. This approach ensured consistent and impactful engagement with target audiences, ultimately reinforcing the brand’s authority in the market, driving customer engagement and sales.
TuffPlans Australia Brand Relaunch
The brief
Under new ownership, support the relaunch of TuffPlans into the Australian market.
The strategy
To help drive visibility in market and support the relaunch, we conducted a brand refresh and go-to-market strategy.
The refresh included the execution of a comprehensive suite of brand assets and communications engaging both resellers and customers.
The full suite of deliverables included:
• Brand refresh and visual identity
• Brand stationery
• Presentation template
• Reseller detailer
• Website refresh
• eDM communications, dispatch and reporting
• Social media content creation and ongoing management
• In-store collateral
• Reseller Marketing Toolkit
• Sponsorship communication
We implemented a dual-growth strategy—empowering brand resellers through structured onboarding and support, while also opening direct-to-consumer channels to broaden reach and boost sales. The result has been consistent month-on-month growth and diversification of product offering.
Broader Credentials
Nature’s Care
Healthy Care Chemist Warehouse Consumer Promotion
The brief
To develop a cut-through promotion to encourage purchase of any of the Healthy Care range throughout Chemist Warehouse Stores Nationally.
The strategy
TD developed a promotion showcasing the Healthy Care Brand Ambaadors, Kyal and Kara from ‘The Block’ fame. Due to their celebrity status being from home improvement, we tied this in to a promotional theme that would suit a large target audience and take into account the popularity of people wanting to improve their homes due to lock downs. The promotional concept “Win $20,000 dollars and a home styling session with Kyal and Kara” was developed.
As part of the promotion, TD managed the following elements:
• Liaison with Chemist Warehouse
• Development of all creative assets
• Ensuring assets met regulatory approvals for both the promotion and the products
The creative was rolled out across the following touchpoints:
• Digital and social suite
• TVC
• Trade communications
• Print advertisement
• POS (in-store Chemist Warehouse)
Great Barrier Reef Foundation Awareness Campaign
The brief
Shift audience views from a place of low awareness and low perceived impact, to high awareness and high perceived impact.
The strategy
Leveraging comprehensive brand and audience insights, TD developed a cost-effective campaign and creative strategy that focused on delivering the right information, at the right time and in the right place.
A balance of emotive and informative storytelling and visuals were used to communicate a complex, detailed story in a way that was meaningful and engaging. The Foundation’s key Reef-saving projects were at the forefront of the campaign, demonstrating progress and underpinning hope for the Reef’s future. TD delivered:
• Communication and creative strategy
• 10 x 15” and 30” impact videos
• 2-minute board campaign video
• Digital advertising display suites
• Social media assets
• Press advertisements
• Retail Digital Boards
The results
• 5.7% increase in Foundation’s reputation.
• 8% increase in brand advocacy and favourability.
• 5,932,156 campaign reach.
Oral-B
iO Professional Product Launch
The brief
Develop, manage and execute a virtual launch for Oral-B’s new iO power toothbrush to create industry buzz and educate key dental influencers to recommend to their patients.
Launch Pack
The strategy
TD developed an engaging launch campaign strategy encompassing the following elements.
• Teaser communication.
• Invites to Key Opinion Leaders and management of RSVP’s follow-ups.
• Premium VIP launch pack containing the iO brush, Oral-B products and snacks. To add additional excitement, the launch packs were locked with the code being revealed via a microsite TD developed the day prior to launch.
• Virtual event microsite.
• Production of pre-recorded session content.
• Live streaming of the event across 3 x session times on the launch day, including live Q&A session.
• Post event analysis.
The results
The launch strategy proved very engaging with ongoing communications/excitement in the lead up. Post event analysis showed:
EVENT INSTRUCTIONS
• 100% of attendees were extremely satisfied with the overall event experience
• 100% of attendees are likely to recommend this new brush to their patients.
Live Virtual Presentation
ORAL-B iO
EVENT SNACKS & ORAL-B PRODUCT PACK
Brisbane City Council Metro Campaign
The brief
Introduce a new transport solution, Brisbane Metro, and educate residents on how the Metro will benefit all of Brisbane as part of a greater transport network.
The strategy
TD executed a creative communication campaign, leveraging the existing Mobility narrative to continue to build on Council’s transport story and momentum.
A campaign tagline, ‘Get to know Brisbane Metro’ was introduced, supported by a suite of devices highlighting the Metro solution’s key benefits.
The hero creative asset visually communicated the greater transport network and how this linked in with the suburban bus and train services.
The campaign went to market with:
• 30”, 15” and 6” animated videos (pushed both online and outdoor)
• Station takeovers
• Print advertisements
• Billboards
• Transit
• Animated shopping centre panels.
The results
• 400% increase in traffic to the webpage at launch
• 194k (15sec) and 223k (30sec) video views on YouTube.
NSW Health Health & Medical Research
Re-brand and Creative Templates
The brief
Development of a NSW Health and Medical Research visual identity and supporting creative templates that increased recognition, helped to cross-leverage initiatives and programs, and positioned NSW as a global centre of excellence.
The strategy
TD facilitated a workshop with key stakeholders to deep dive into the brand, its offering, perceptions and creative expectations. Key insights were leveraged to steer our creative concepts and ensure recommendations engaged a range of target markets. Upon refinement of concepts, TD conducted in-market testing of the preferred concept to verify the creative direction. Additional sub-brands were also introduced to further define specific programs and initiatives via complimentary colours and iconography.
TD then developed a suite of creative templates to support consistent creative implementation ongoing. These included:
• eDM
• Social posts and assets
• Publications and newsletters
• PowerPoint presentation
• Pull-up banner
• Visual Identity Guidelines.
Berrigan Shire Council
Council Rebrand & Collateral
The brief
TD were briefed to develop a refreshed brand for Council, a brand that has remained untouched for over 20 years. The key objective was to ensure that the refreshed brand would both pay homage to the region’s rich history, whilst also bringing it into the future.
The
strategy
To ensure TD had a thorough and accurate understanding of Berrigan Shire, a range of research activities were undertaken including a brand audit, Council SWOT, stakeholder discussions and competitor brand review. These research activities identified four broad key attributes as best representing the region; their lifestyle, the Murray River, agriculture and the landscape.
TD leveraged these attributes to guide the brand refresh concept direction, incorporating creative assets that visually linked to these attributes. The result, a vibrant brand evolution that aligns with Council and the community’s values and vision of today.
The
deliverables
TD delivered a suite of refreshed brand assets and collateral to support a seamless and consistent implementation of the brand identity.
These included: Refreshed brand logo, Logo suite, Brand Identity Guidelines, Stationery (business card, letterhead and email signature), Publications, Social templates, PowerPoint template, Presentation folder, Signage, Launch video and various word documents.
Dettol Healthy Habits Primary School Program
The brief
Drive Dettol brand awareness and deliver education that encourages families to be healthy and hygienic.
The strategy
Leveraging our comprehensive primary schools database, TD launched the ‘Healthy Habits’ Primary School Program. Schools had the opportunity to register in the Program and receive a comprehensive curriculum-aligned Teachers Resource Kit and Dettol product samples.
The deliverables
• Interactive curriculum-aligned student activities
• Teacher lesson plans
• Classroom posters
• Healthy Habits rewards charts
• Parent information booklets
• Ongoing eDM communciations with additional related content and activities
• Dettol sample kit to help reinforce the Program learnings in the classroom.
The results
• Over 40% of Australian primary schools registered for the Program, actively requesting Dettol branded materials and samples.
Church & Dwight - Waterpik
Sonic Fusion Product Launch
The brief
Launch the new Waterpik sonic fusion® to Dental professionals, Australia-wide.
The strategy
Leveraging TD’s industry expertise and extensive Dental Professional database, we executed a multi-level strategy to educate and engage Dental Professional on Waterpik’s new sonic fusion® product. The strategy included the following touch points:
• Email marketing campaign
• Professional advertising
• Journal advertising
• Social media strategy
• Professional education detailing
• Professional launch collateral and communications
• Exhibitions
• Industry events
• Product uploaded on the e-commerce site to sell directly to dental practices
Ralph Lauren
Big Pony Fragrance Activation
The brief Drive sales of Ralph Lauren’s Men’s Big Pony Fragrance Collection.
The strategy
TD crafted an immersive brand activation to coincide with the launch of their five new fragrance SKUs, designed to generate excitement and drive sales.
TD orchestrated a dynamic two-day activation in which carefully chosen brand ambassadors toured Sydney in branded Mini Coopers, distributing fragrance samples at high-traffic locations.
The activation was strategically timed to align with flagship store launches, and event footage was captured and amplified across social media and owned channels to maximise reach and engagement.
TD managed all aspects of the activation, from ideation and creative, through to planning, logistics and execution.
The results
• Distribution of over 15,000 fragrance samples.
• Significant sales increases in stores near sampling locations.
• Activation used as the benchmark for the collection’s launch globally.
Church & Dwight - Waterpik
Professional Launch
The brief
Church and Dwight Australia acquired Waterpik in July 2018. Through the acquisition they developed a professional range available exclusively to Dental Professionals and Dental Practices. They briefed TD to launch Waterpik to Dental Practices nationally with the following objectives: Product awareness and education, personal trial, professional recommendation and professional retailing.
The strategy
To achieve client objectives, TD developed a multi-level strategy encompassing the following:
• Direct Mail
• Email Marketing
• Professional advertising
• Social media
• Telemarketing support to sell in offers and provide product education
• Patient education materials
• Development of e-commerce site to sell Waterpik directly to dental practices
• Professional education
• Exhibitions and Industry Events
The results
There have been over 1,000 professional education sessions to practices nationwide with over 50% uptake on trial offers.
NSW Government Business Connect Campaign
The brief Drive preference of the NSW Government Business Connect Program and increase quality leads.
The strategy
TD researched and developed the campaign strategy and communication plan, including creative development and execution of an integrated campaign considering multichannel media, internal communications and stakeholder collateral. The campaign was tailored towards specific target markets, including metropolitan and regional locations, various business industries and CaLD audiences, to assist in driving the key messages.
The campaign included:
• Metropolitan, Regional and CaLD Press (total 28 publications)
• Metropolitan and Regional Radio
• English and CaLD HTML5 display advertising.
• Stakeholder Fact Sheets (Government/local Councils/Partner)
• Social Media content plan (Facebook, Twitter and LinkedIn), copywriting and imagery
• Website Consultation, copywriting and image tiles
• Collateral (pull-up banners, infographics, advisor maps and lists).
City of Gold Coast Bike Share Scheme
Behavioural Change Campaign
The brief Gold Coast Council partnered with Mobike to launch the first bike share scheme in the Gold Coast. TD were briefed to develop a behaviour change campaign to communicate the scheme and to encourage both cyclist and driver etiquette.
The strategy TD developed the marketing activation strategy, central creative idea and messaging for the campaign communicating cyclist and driver etiquette - sharing the footpath with pedestrians, wearing a helmet and drivers staying wide of the rider.
‘Bike like Mike’, an illustrative character, was created to demonstrate these key messages in a fun and engaging manner. The creative execution was rolled out across various touch points within key precincts including:
• Outdoor billboards
• Signage
• Newsletters
• Print advertising
• TV slides
• Digital assets (Leaderboard, MREC, Wallpaper)
• Email marketing
• Desktop Screensaver
• Social Media Tiles
• App Pop Up Card
• Luggage tags and decals
TheraBreath Professional Sampling Campaign
The brief
TheraBreath, newly acquired by Church & Dwight Australia, enlisted TD’s expertise to introduce the brand to the professional dental channel.
The strategy
Leveraging TD’s robust dental professional database, we implemented an engaging sampling activation aimed at encouraging dental professionals to trial and recommend TheraBreath to their patients.
To ensure targeted and meaningful sampling, dental professionals were required to opt-in and request samples through a dedicated microsite. Each request was verified against our dental database before dispatching the samples in a visually appealing TheraBreath kit, designed to create a memorable unboxing experience.
The samples were complemented by professional collateral, including a product detailer and recommendation pad, empowering dental professionals to confidently recommend TheraBreath to their patients and enhancing the overall impact of the campaign.
The results
• Distribution of 40,000 samples directly to engaged target audience.
• Brand achieved forecasted sales KPIs for year 1.
• Approval of phase 2 professional sampling activity.
NSW Government Energy Social Programs
Communication Strategy & Collateral
The brief
Develop and implement a comprehensive communication and creative strategy with the objective of driving awareness and increasing uptake of NSW Government’s Energy Social Programs rebates and schemes.
The strategy
TD conducted an extensive research phase, using insights to shape the strategic recommendations. We proposed a comprehensive six-pillar communication solution, placing a strong emphasis on optimising government opportunities and fostering retailer relationships. This was complemented by strategic 3rd party collaborations and evidence-based targeted paid media to maximise impact.
Our strategy was further strengthened by a creative approach that combined empowering messaging with unique creative elements, establishing an emotional connection with our target audiences.
The deliverables
• research
• communication and creative strategy
• implementation plan
• program guidelines
• multi-channel campaign execution (print/digital)
• program and stakeholder collateral
• event collateral.
Kiehl’s
Limited Edition Creme De Corps Campaign
The brief
Promotion of Kiehl’s limited edition Creme De Corps, in collaboration with Australia’s premium fashion designers, Zimmermann, Ksubi and Sass & Bide and their selected charity.
The strategy
TD leveraged each designer’s commissioned artwork to create three limited-edition Kiehl’s Crème de Corps bottles. These exclusive designs served as the inspiration for the campaign’s creative direction, ensuring that the collateral and POS materials were uniquely tailored to each designer while maintaining a cohesive suite.
The campaign was executed across the following touchpoints:
• Limited edition packaging
• In-store struts
• In-store signage
• eDMs
• Postcards
• Website assets
• Social assets.
STAEDTLER
Art School Competition
The brief
Develop and implement a strategy to engage STAEDTLER’s core target audience, students, with the brand and drive product trial.
The strategy
TD pitched and executed a secondary school ‘Artists of the Year’ competition, targeted at secondary school students nationally. The competition encourages students to create a piece of artwork using STAEDTLER product, and upload to a dedicated competition microsite, for the chance to win.
The competition was supported by a comprehensive communication strategy including:
• Organic and paid social media (META + TikTok).
• YouTube advertising.
• Trade collateral (digital, social and in-store collateral).
• Telemarketing to secondary school art teachers to encourage integration into classroom activities.
• Email marketing.
• Direct mail.
The results
• Competition is now in it’s 6th year and achieving year-on-year growth.
• 15% increase in entries vs. previous year.
• 10% increase in school penetration vs. previous year.
• 282% increase in voting.
• Over 2.7 million social impressions.
Bogan Shire Council
Visitor Information Guide
The brief Execution of Bogan Shire Council’s Visitor Information Guide to drive tourism to Bogan and their surrounding villages.
The strategy
TD began with extensive research to thoroughly understand the unique qualities of Bogan Shire, including its key tourist destinations, community spirit, and the characteristics that make it a standout region for visitors.
Drawing from these insights, TD developed a creative direction that visually encapsulates the essence of Bogan Shire. The central visual concept was inspired by the region’s geographic boundary, which was incorporated in a stylised, abstract manner to create dynamic layouts that both guide the eye and highlight the area’s attractions. This approach not only enhanced visual appeal but also tied the design directly to the identity of the region.
To further enrich the design, TD used an earthy colour palette, directly inspired by the Bogan Shire Council logo, which resonates with the natural tones and landscapes of the area. This was also complemented by contextual imagery that captures the authentic experiences and scenery that visitors can expect.
Overall, the design strategy ensured that the Guide is not just informative but also a visually engaging representation of Bogan Shire, offering visitors an enticing preview of the region’s charm.
NABERS
Branding and Creative Templates
The brief Implementation of a brand refresh and development of a cohesive suite of stationery and creative templates for ongoing use by internal teams.
The strategy
TD kick-started the project with a thorough brand onboarding. It was important to both understand the brand and it’s current state, but also identify NABERS future goals and visions to help shape the refreshed brand direction. The overall brand refresh sought to convey a modernised visual approach, leveraging the brands primary assets and supporting with additional creative assets and treatments to enhance the brand delivery.
The brand refresh was then executed across a suite of brand and campaign specific templates to aid in future implementation by internal teams. The suite included:
• stationery
• email marketing assets
• meeting agenda and meeting minutes templates
• comprehensive PowerPoint presentation deck
• long-form and short-form document templates
• Zoom event banners
• social media asset templates
• campaign specific template suites (e.g: Annual Report campaign and Sector-specific updates).
STAEDTLER
Beyond Blue Campaign
The brief
TD were briefed to develop a creative campaign along with media strategy to demonstrate STAEDTLER’s commitment to mental health and support of Beyond Blue.
The strategy
TD developed a creative concept aligning to both STAEDTLER and Beyond Blue brand guidelines. Our core focus was to recognise the importance of mental health by promoting the Beyond Blue Support Services available.
Whilst considering the overall target market (being a wider audience, outside of STAEDTLER’s existing customer base), TD launched a targeted digital advertising campaign across LinkedIn, Facebook and Instagram. The campaign encouraged people to download Beyond Blue’s resources to support them in their mental health journey.
To enhance the campaigns success, TD developed creative collateral including a suite of animated social GIFs along with printed flyers and dedicated eDM for Trade Customers.
The results
The campaign was launched across multiple platforms during campaign live dates ensuring the highest possible reach, engagement and brand recall. Key highlights across the month long campaign period include:
• Over 545,053 total campaign impressions
• Over 95,014 total engagements
• Over 89,212 video plays
• Social engagement & positive mental health awareness discussions across social campaigns.
MLSP
Brand and Website Refresh
The brief
Development of a refreshed brand and website to relaunch MLSP into the market and increase patient acquisition.
The strategy
TD conducted a brand deep dive, including analysis of the existing brand, their SWOT, competitor landscape and wider health based industries. Key findings and insights helped steer the refreshed creative approach, ensuring the brand was both unique in the market, whilst also resonating strongly with key audiences.
Following the brand refresh, TD conducted an audit of the existing MLSP website to gain insights into its performance and identify areas for optimisation.
Initially, TD leveraged audit outcomes to map out a comprehensive website wireframe including navigation functionality and site logic. The approved wireframe then informed both the interface and back-end creative and build requirements.
To help drive site engagement and reduce page bounce rates, TD focused on a combination of strategies including; engaging creative, clear and concise content, emotive imagery and a overall seamless user journey.
Prior to launch TD conducted thorough testing in UAT and live environments, also ensuring the site was optimised for mobile devices.
NSW Government Solar for Low Income Households
Campaign - Phase 1
The brief
The Solar for Low Income Households program provides eligible households with a free solar system installed on their home. TD were briefed on the creative development of a range of media to increase general awareness and encourage eligible homeowners to take up the offer.
The strategy
TD collaborated with NSW Government and their media supplier to execute an integrated media campaign. TD were responsible for the development and management of the creative assets.
TD developed two creative territories that focused on an emotional approach versus a rationale approach. Messaging and imagery were selected to align with each territory, with a simple layout to reflect the context of the media. Creative was then A/B tested in market.
Upon creative approval, TD executed the campaign media including a marketing mix of print, digital advertising and native display including:
• Print advertisements (total 14 publications).
• Digital advertising suite positioned on high-impact websites (total 10 GIFs and 10 static display advertisements).
• Native advertisements (total 6).
What’s next?
Let’s start a conversation and unpack how we can support your business. Simply, book a FREE discovery call with our Managing Director, Samantha Foley, or drop us an email.
• Email: sam@tdirections.com.au
• Phone: (02) 9998 5333
www.tdirections.com.au
www.facebook.com/tdirections
For more information
sam@tdirections.com.au tdirections.com.au facebook.com.au/tdirections