Expertise + Solution Focus = Positive Results
My Work
Case Studies
Case Study: Google Ads to increase In-Store Foot Traffic
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The Challenge: A local retail store wanted to attract more customers directly to their store. Their existing Google Ads campaigns weren't quite hitting the mark.
I was brought on board to review their marketing efforts broadly and see if we could optimise their Google Ads for better results.
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Conversion-Focused Optimization: I shifted the campaign focus from "clicks" to "maximizing conversions." This ensured that ads reached users with a high intent to visit the store.
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Improving Ad Quality: Writing compelling and directly addressing customer needs, coupled with matched imagery. This resulted in more relevant and engaging ads.
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Keyword Precision: Broad match keywords were replaced with 90% phase match keywords. This laser-focused approach ensured that ads appeared for searches more likely to lead to in-store visits.
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Quality Score Improvement: I meticulously reviewed and optimized the campaigns, improving their overall quality score. This led to lower costs and more prominent ad placement.
The Results: Within just one month, my strategic adjustments delivered impressive results:
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Clicks Increased by 1400: The refined campaign reached a wider active and ready to convert audience.
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Click-Through Rate (CTR) Up 1.2%: Targeted ads with clear value propositions led to more users clicking through.
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Conversions Skyrocketed by 100%: The most impactful metric, in-store visits and calls, saw a remarkable increase of 143.
The Takeaway: This case study highlights the power of a data-driven approach to Google Ads management. By prioritising conversions, refining keyword targeting, and crafting compelling ad copy, I transformed the client's campaigns into powerful tools for driving foot traffic.
Case Study: Rebranding for Growth:
United brand; Stronger together
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The Challenge: For Change Co. (FCC), a social enterprise tackling youth homelessness, had blossomed from a grassroots initiative into a multifaceted organisation – multiple social enterprises, some doubling as training venues for young people experiencing homelessness, and a governing body had fragmented the brand message. FCC needed to consolidate, rebrand, and clearly communicate its impact to attract further support.
The Solution:
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Brand Consolidation: Working with FCC to define a unified brand identity that unites all their endeavours. Working with an external agency, we created a family of icons and a naming protocol across the group.
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Creating a Brand Voice: Collaborating with FCC, we developed a distinct brand voice that reflected their core values: Collaboration, Transparency, Passion and Inclusivity. This voice would be used consistently in all communication, from website copy to social media posts.
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Rebranding and Messaging: We crafted a compelling brand message that resonated with various target audiences. This message highlighted FCC's mission to empower young people experiencing homelessness and the impact of their Impact Program.
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Multi-Prong Approach: Collaborating with external agencies and suppliers to ensure a seamless rebrand rollout across all marketing channels, including social media, website, and physical locations.
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Content Marketing Strategy: Defining the established brand voice and identifying key audiences, we developed targeted content that met their needs and interests. This content marketing strategy aimed to raise awareness of FCC's mission and the positive impact of their work.
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Digital Marketing Management: Implemented a data-driven digital marketing strategy to increase brand visibility and online engagement.
The Results:
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Unified Brand Identity: FCC's brand message now presents a united front, strengthening its impact and fostering recognition.
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Revenue Growth: The consolidated brand message effectively resonated with the audience, contributing to a 30% increase in revenue across the group's enterprises.
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Enhanced Social Media Engagement: FCC's social media channels saw a significant boost, with a 51% increase in audience engagement and a 7.5% growth in followers.
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Cafe Social Media Growth: The cafes within FCC's network experienced a remarkable 177% increase in engagement and an 11% increase in followers on their social media platforms.
*(Metrics reflect data from January-August '22 compared to the same period in '23.)
Conclusion:
By consolidating brands, focusing on the audience information needed to craft a compelling message, creating and implementing a distinct brand voice, and implementing a strategic marketing approach, For Change Co. achieved significant growth and solidified its position as a leading social enterprise supporting youth experiencing homelessness. This case study demonstrates the power of a unified brand identity, effective digital marketing, and a consistent brand voice in driving positive social change.
Case Study: Multi-Channel Campaign.
Supercharging Fundraising for For Change Co.
The Challenge: For Change Co. (FCC), a social enterprise championing youth experiencing homelessness, needed to revitalise its annual End of Financial Year (EOFY) fundraising campaign. Past campaigns lacked a data-driven approach, hindering their ability to reach the right audience and maximize impact.
Starting with the analysis of past campaigns, segmenting audiences, and identifying the most effective platforms (past and new) for reaching potential donors.
The Solution: Leveraging data analytics, I conducted a deep dive into FCC's past fundraising efforts. This analysis allowed for:
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Audience Segmentation: Donors were segmented based on demographics and past engagement, ensuring targeted messaging.
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Multi-Channel Strategy: A comprehensive strategy incorporating paid and organic social media, Search Engine Marketing (SEM), and segmented email marketing was implemented. This approach ensured a broader reach and increased campaign visibility.
The Results:
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42% Increase in Donations: The data-driven approach and integrated multi-channel campaign led to a significant 42% increase in donations compared to previous years.
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Attracted a fresh cohort of donors and supporters.
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Exceptional ROI: The campaign delivered an impressive ROI (Return on Investment) 6400% on the marketing investment!
The Impact: This successful campaign has resulted in more support for FCC's vital mission of ending youth homelessness. By maximising donations, we helped FCC create a lasting impact on vulnerable youth within the community.
Case Study: B2B Marketing
Workforce Extensions | Brisbane Takes the Lead
Challenge: Workforce Extensions | Brisbane (WFXS|Brisbane) sought to solidify itself as the go-to labor-hire provider for Queensland's manufacturing and supply chain sectors.
Solution: SerraMarketing crafted a strategic content marketing campaign designed to attract and educate a precisely targeted audience.
Results:
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Explosive Audience Growth: Monthly unique website visitors skyrocketed by 70%, significantly expanding WFXS|Brisbane's reach.
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Industry Authority Established: WFXS|Brisbane was positioned as a trusted resource for high-quality labour-hire solutions, achieving industry recognition with their "#RightPeople" campaign.
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Franchise Powerhouse: Within just a year, WFXS|Brisbane became a leading performer within the entire Workforce Extensions network.
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Client Testimonials:
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"I've been impressed with the content that Amanda has created for us. She has taken the time to understand the industries we operate in and tap into the information they want to hear about." Tony Petschy, Co-Owner, Workforce Extensions | Brisbane
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"We're flat-out running our business, we don't have the time to do marketing, but we know we need to. Amanda is part of our team, and I can leave the marketing to her, knowing it will be done to a high standard." Debbie Carr, Co-Owner, Workforce Extensions | Brisbane
Case Study: Utilising Paid Socials to Increase Audience Reach
Amplifying Joyce Watts' Melbourne Family Fun Empire
Challenge: Joyce Watts, the mastermind behind Melbourne's top website for family activities, had a high-ranking organic post and knew that by putting money behind it, she could amplify her reach and ignite audience engagement beyond her existing followers.
Solution: SerraMarketing devised a targeted paid social campaign. This strategy utilised a "look-a-like audience" approach, reaching users with similar demographics and interests to those who already engaged with Joyce's content.
Results:
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Exponential Audience Growth: The campaign catapulted Joyce's reach, reaching over 29,000 potential followers.
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Increased Engagement: The campaign successfully grew Joyce's social media following by over 10%, translating to a more engaged community.
Client Testimonial:
"Amanda's expertise in crafting ad strategies and her attentiveness throughout the campaign were invaluable. She's a breeze to work with and breaks down complex concepts into clear explanations." Joyce Watts, TOT or NOT
Workshop Facilitor – Business Victoria
Delivering marketing workshops:
Social & Content Marketing.
Taking Your Business Online.
Advanced Strategies For Taking Your Business Online.
Generating Cash Flow.
Small Business Advisor (1:1 Sessions).
Project Lead; New Category Development
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Quantify future product development categories
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Boost brand touchpoints online and at POD; Improved brand awareness by 12%
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Developed and Launched a premium product range, increasing the Average Order Value (AOV).
Work Snapshots
Product & Brand Development Manager
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Product development for a bi-monthly live TV segment on the US Home Shopping Network
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Brand management
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Client presentations
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Our team grew sales by over 288% within three years
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The brand became the #1 selling brand on the network
I worked with Curtis & the team for almost four years in a full-time capacity.
Casa Bonita Womans Empowerment Hub
Developed a compelling pitch deck to secure funding for Casa Bonita, a social enterprise empowering migrant women to achieve financial independence.
Website work for the social enterprise portion of the business, mainly SEO best practices and content hierarchy.
Marketing & Project Manager
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Project managed new website
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B2B Marketing Strategies; CRM, audience segmentation, email marketing and digital strategies.
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Worked with inventory & product teams to reduce Stock On Hand and improve cash flow
Website Creation
I craft functional websites tailored to client goals, using SEO and marketing principles for optimal online presence. Here's some of my past work:
What Clients Say
“Amanda was instramental in bringing the team together as she transitioned our organisation to new branding. Her knowledge of branding was impressive and the outcome was a strong.
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I valued her expertise and strategic appraoch as she establish new marketing platforms to promote our group, reaching new audiences and communicating our mission.”
Tenille Gilbert, For Change Co.
Co-founder & Managing Director