Key Achievements

1.

Key Achievements
(30 May – 4 October)

2.

Technical
Increased:
Socials:
• PA conference organic performance by 515% and paid by 110%
• PC conference organic performance by 809% and paid by 120%
• APP2024 conference organic performance by 1400% and paid by 450%
Email:
• PA/PC conferences CTO & CTR rates by 20% and 10%, respectively (average results).

3.

Stats
PC/PA campaigns
PC
A hyper-increase in organic and paid
performance for both
PA

4.

Strategic
• Taking over the mid-to senior-level specialist, complex assignments. Managing them efficiently and with a positive attitude.
Examples include:
• #APPGiveaway mini-campaign (writing copy, developing key messaging, setting up automation, moderating T&Cs).
• #BrekkieWithTerri mini-campaign. Planned the campaign within a week from scratch (including copy & and design, IMC plan). Results: 37
organic leads within a fortnight, +680% increase in awareness acquisition. It was impressive for the small PA audience.
• PA/PC conferences: prepared the campaign plans from scratch during Week 2. With a team of 4, surpassed the KPIs for Early Bird full
registration tickets (112% - PA, 149% - PC). Navigated complex situations efficiently and addressed them in a timely manner, demonstrating
flexibility and strong strategic marketing ability. Examples: narrowed down the sales funnel and focused on the comms for HQ leads
increased the number of registrants by 20% (PC) and 30% (PA); identified HQ lead sources (e.g., fax, trade publications) increased the
website traffic acquisition by 1.3K users (PC) and circa 100 (PA)
• Upselling mini-campaign (PC/PA): single-handedly built out a comms plan for the conferences in order to repeat the sales success with the
Early Bird campaign. Results: surpassed the ticket sales KPIs by 15% (PC).
• APP2024: taking the strategic (i.e., managerial) role in the campaign mapping from scratch. Having built strong relationships with various
stakeholders, I identified the following promotion opportunities: Guild L&D, Forefront, Branch Bulletin, promo package website display, Guild
ITP webinars, Guild Member webinars, the National’s socials, etc. Built the content plan and achieved a 1400% increase in engagement rate on
organic socials and a 450% increase in link clicks on paid socials, in comparison with the APP2023 campaign outcomes.

5.

Stats
#BrekkieWithTerri campaign
Steady performance, massive increase in reach and
impressions (>50%)

6.

Other
• Being a mentor to Sofie – providing moral support and strategic advice for the SQW campaign, to get more course
attendees in Brisbane and other future courses. The same applies to marketing tactics for conferences (APP2024)
and minor technical hacks (e.g., placing a button on Members, or setting up engagement scoring on Vision6).
• Resolved multiple technical issues for the FSOP team under pressure in a timely manner (e.g., when the contacts
weren’t coming through the JCU form)
The advice included:
• Nurture the ‘outside the box’ thinking and start looking into different communities to generate HQ leads (e.g.,
partner visa holders, pharmacy customers, etc.)
• Launch the integrated lead generation campaign via Facebook ads (paid) and socials/webinars (organic) getting
people to register for the course
• Change the messaging from Unlock your potential to Get yourself upgraded in 7 weeks
• General tips on promoting conferences (i.e., APP2023)

7.

Stats
APP ‘FIRST200’ campaign
As I took the major role in strategising the campaign, the engagement rate for organic posts has
surged by 1400% since the campaign start date (7/09). The ad campaign received more clicks than any
other for APP2023. The same applies to the current organic performance > APP2023.