CRITERIA 2 | Demonstrated ability to create multiple forms of content for social media and digital platforms and use social media to distribute that content in creative and engaging ways
In responding to this selection criteria, I recognise an unmentioned skill — a nuance that can tilt the outcomes of your social media campaigns dramatically. That is the skill to respond intuitively, creatively and swiftly to shifts in mood, unexpected events and fleeting opportunities... to pivot on a ten cent bit. Not in principles or ethics or core values, but in context.
It’s my experience that creative rigidity around visual branding on social media can limit engagement and our opportunity to be authentic — not in all things, but certainly in some. Developing a set of guidelines for corporate campaign collateral is imperative, but I believe it can be bolstered with a secondary set of minimum mandates for content that needs to speak directly in a more emotive sense. Such minimum mandates might simply be language style and tone, coupled with some colour guidelines for creative inclusion.
Such considerations in OzFish Unlimited’s content style guide will allow timely creative responses to incidental opportunities that arise in social discussions, enhancing relevance and engagement in a shareable way.
In the following dropdowns, you’ll find a few examples of how flexibility allowed the National Recreational Fishing Survey to pivot as needed. Through a traditional media lens, these creative executions might look off-brand... the social media audience, however, really doesn’t care about brand as much as the brand owner does. They care about engaging, on-point content.
They want to be shown how our story relates to their world view, at any given time.
We need to make that a “social imperative”.
CLICK HERE to visit my extended portfolio
Adobe Spark Video
Building trust and relationships with recreational fishers was integral to the success I achieved for the National Recreational Fishing Survey, through a four month long social and traditional media and website campaign, utilising Facebook, Instagram, podcasts, radio interviews, web and magazine advertisements. This is an example of a video created with the Adobe Spark Video app, using my own iPhone photo and video library.
Magisto
Off the back of our success with the National Recreational Fishing Survey social media campaign, the University of Canberra contracted me to assist with the recruitment of survey participants for the Regional Wellbeing Survey. This is one of the pieces.
Ripl
Competitions are an easy way to gain social momentum. In this video, I’ve leveraged the fact that a competition winner had only provided a first name to raise awareness of the National Recreational Fishing Survey. This fun video was created on my phone, using Ripl.
Adobe Illustrator
When infographics or diagrams required, I use design industry standard software Illustrator, from Adobe Creative Suite. With this software, I can create virtually anything, from realism to naive graphics... and every style in-between. For more evidence, check out my illustration portfolio.
Adobe Photoshop
Need evocative imagery? Look no further. I use design industry standard software Photoshop, from Adobe Creative Suite. With this software, I can create virtually anything, including animations and composite images such as this one, which is a feature image for one of my Inner Circle campaigns (Fishotopia).
Adobe Premiere Pro
Fully scripted, edited... even voiced! My home office boasts a full edit suite, through which I combine my decades of creative industry experience — behind the scenes and in front of the camera — to provide a one-stop-shop. This piece was written, spoken, edited and, at times, even filmed by me!
... is that all?
I HAVE PERSONAL & PROFESSIONAL EXPERIENCE IN THESE PLATFORMS...
I've managed accounts and campaigns through Hootsuite in the past, and am currently looking into Later.
I have over a decade of experience working with Facebook Pages, growing through Ads Manager to the current version of Business Manager, which allows clients to manage paid content across linked Facebook and Instagram accounts.
gratuitous inclusion of one
of my paintings, celebrating symbiosis, habitat and fishing
“TAIL DANCER”
Acrylic on canvas
Jo Starling