Most of these slides and decks are not the finished designed up versions because I think it’s important to acknowledge the reality of how strategies build.
AlUla
Challenge
AlUla is a key tourism destination for Saudi Arabia as part of the Vision 2030 plan to make KSA “the heart of the Arab and Islamic worlds, an investment powerhouse and a hub connecting three continents.”
This includes diversifying the economy bringing tourism to the fore.
The aim for AlUla is to attract affluent tourists and premium hospitality and tourism brands to the region. To achieve that the theme of ‘innovation’ needed to be far more integrated into internal and external storytelling and values. But was, as yet, almost entirely absent.
My approach
Create a storytelling tool kit that could be used to educate, inspire and connect internal teams as well as provide a creative platform for external-facing creative comms.
To do this, I used a mix of historical research, stakeholder interviews (designed and conducted by me) across government, management, agency and partner institutions in hospitality, events, archaeology and museology.
From that I created the comms JTBD, the underpinning narrative and the creative guidelines for all teams to use.
BASE
Challenge
I conceived, wrote and designed this deck and business plan.
Create an investor deck that can be used both for crowdfunding purposes and, with some additions, also for angel investors.
Investor decks need to pithily capture the market opportunity, how your business solves the particular associated problem then show convincing evidence of traction and a clear growth plan toward exit.
Audience research (confidential media title)
Challenge
A media brand and its agency were undertaking a proposition development and wanted to better understand one of their key audience segments.
My approach
I used primary research and audience research tools like Mintel as well as social listening tools like Talkwalker to pinpoint shifts in habits, preferences and popular online destinations for this audience.
The aim was to help articulate where the opportunities for our client lay in meeting this audience’s needs in the current and future states.
Gillette x Hypebeast
Challenge
Produce three rich strategic territories that the creative teams can use to activate the partnership between Gillette and Hypebeast in key media and retail environments.
My approach
Find the overlap between Gillette’s brand values, those of Hypebeast and the key customer needs and intentions in those environments.
Articulate the current market and consumer dynamics and habits at that particular moment in time.
Then dramatise that space using creative platforms that both inspire the creative teams and will lead to visually striking, effective activations.
Provide initial visual stimulus to set off the imagination.
Triple Karmeliet
Challenge
Produce the creative strategy and brief for design teams to execute a new packaging concept for a new Triple Karmeliet gifting product.
My approach
Articulate what the gifting offer should factor in and conduct fast primary research with lookalike audiences to test hypotheses around the creative recommendations.
Creative design guidelines to enable creatives to produce a layered solution appealing to the different audiences involved in gifting.
Citalia
Challenge
Citalia, one of the brands in the Travelopia group, lacked clear direction and effectiveness in their organic social media activities with little engagement or growth.
My approach
An audit and evaluation of Citalia’s own channels, the work of competitors and the strategic recommendations from the platforms themselves.
This included data analysis from social listening tools like Talkwaker and Sprinklr as well as the native analytics from the platforms themselves. It also included customer and internal stakeholder interviews.
I articulated and mapped out what the core customer journey was and identified the needs at each stage and how content could provide value at each stage.
Then I created the central, differentiating editorial proposition which still laddered up to Citalia’s brand strategy but would serve as a richer territory for the internal and agency teams to plan and create content.
RSPB Nature Reserves
Challenge
Footfall and on-site spending were falling dramatically at nature reserves.
My approach
Produce a creative strategy and potential creative territories that internal and external teams could use for marketing campaigns and proposition development.