RESPONDING TO THE OZFISH CALL
I’d LOVE to be your
Media Manager!
Please roll over the dots to find responses to your specified selection criteria, where I demonstrate what benefits and experience I can bring to OzFish.
I’ve created a Dropbox folder for you, containing a collection of social media content, created by me for clients across the past few years. CLICK HERE TO ACCESS.
You’ll also find a range of traditional and new media portfolio samples and deeper information about my history and capabilities, if you wish to explore my website proper, which hosts this application.
Key Accountabilities
- Collaborate with the Director Engagement and Culture in mapping out and delivering a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for OzFish and why.
- Develop, and manage the delivery of effective paid and non-paid social media strategies and content that result in growth and community engagement.
- Monitor the company’s social media accounts and offer constructive interaction with users.
- Ensure content is informative and engaging and translates to online customer growth and improved brand experiences.
- Assist in the production of video, audio, multimedia presentations, graphics, EDMs and other marketing assets.
- Monitor SEO and user engagement and suggest content optimisation.
- Communicate with industry professionals and influencers via social media to create a strong community.
- Collect and review social media data to develop more effective campaigns.
Let’s write the next chapter
… the media chapter, that is. This great Australian story has only just begun to unfold. It’s time to get the OzFish tribe inspired to tell it.
Let’s write the next chapter
… the media chapter, that is.
This great Australian story has only just begun to unfold. It’s time to get the OzFish tribe inspired to tell it.
Jo Starling
Passionate Fishonista
& Creative Strategist
I’m easy to reach…
Pick up the phone
0409 940 050
Tap out an email
create@jostarling.com
Jo Starling
Passionate Fishonista & Creative Strategist
I’m easy to reach…
Pick up the phone 0409 940 050
Tap out an email create@jostarling.com
POTTED HISTORY |
Jo Starling is a creative strategist working almost exclusively in the recreational fishing space as a fishing media personality, public speaker, mentor, writer and visual creative. She is an avid angler, dedicated to shoring up recreational fishing as a valued aspect of the Australian culture and way of life. Jo represents the interests of recreational anglers on both the Recreational Fishing NSW Advisory Council and the RecFish Research Steering Committee.
She didn’t completely succumb to fishing fever until 2003 when she started fishing with the all-girl (and family) tournament team “Sister Act”. From there the learning curve turned steep, increasing ten-fold when it led her to meet her husband, Steve.
Today, Jo calls herself a ”passionate fishonista” with an agenda — to share the richness of happiness, wonder and health that fishing brings to a our lives. You’ll find Jo sharing her insights, tips and skills through Fishotopia.com (the Starling’s online fishing community), along with social media, mentoring, workshops, clinics, articles, on stage at boat shows, and on television and in videos.
Let me introduce you to some of my favourite captures…
In response to your selection criteria…
YOU SEEK PASSION
I have it in spades!
CRITERIA 1 | Demonstrated passion and involvement in recreational fishing.
Whilst my husband is far better known than I am, my role in the fishing community is very public, although I am like a duck on the water… there’s a lot going on that people cannot see. I am an educator, motivator & public speaker, as well as a small-time television fishing personality. I am also a writer, having many articles published in fishing & business magazines for well over a decade, as well as scripts for many DVDs, television & radio commercials.
I am a sponsored angler, fishing many tournaments all over Australia & even placed 6th International Angler in the 2011 Com Fishing Festival in Timor Leste! This gives me ample opportunity to speak to peak level, avid anglers.
You’ll most often see me on a playbill with themes like “Fishing — What’s In It For Chicks?” or “How To Fish As A Happy Family”… or a personal favourite, “How To Raise A SuperFisher” [read Habitat Hero]. Reconnecting with nature, eco-systems & our interactions with them are always presented as some of the primary positives that come with recreational fishing.
It’s fair to say that I am driven to advance & develop the pastime of recreational fishing in Australia, broadening the participation demographics & educating about best-practice at all times.
I am a member of the Recreational Fishing NSW advisory council and the RecFish Research Steering Committee of FRDC. I am currently sitting on the Trawl Whiting Harvest Strategy Working Group, representing the interests of recreational fishers (this may seem like an irrelevant species to recreational fishing, but there is no such thing, as you know. Also, this is the first of many Harvest Strategies to be developed and I’ve been tasked with helping to develop our understanding of the process). I have also served on the Batemans Marine Park Ministerial Advisory Council and the National Fisheries Advisory Council. In all of these forums, fish habitat, stock levels, the environment & our social licence are my big “barrows”.
Got time to be inspired? WATCH THIS to witness the value of the Barra’Prentice program…
GIVING BACK
RFNSW Advisory Council since 2016
RecFishing Research Steering Committee since 2018
Financial Member since day dot
Barra’Prentice Founder, Trainer, Mentor & Coordinator
Tournament Success
2018
Skipper & Competitor
(54th of 270 anglers)
Barra Nationals
Grand Finalist
Bass Nation Kayak Rounds
2017
Champion Angler
SWB Barra Challenge
Champion Team
(Barra’Prentice— Mentor & Skipper)
SWB Barra Challenge
2016
Champion Family Team
Lake Windamere Golden Classic
2015/16
Champion Team
Australian Freshwater Masters
2015
Champion Female Angler
Lake Windamere Golden Classic
2014
Champion Family Team
Lake Windamere Golden Classic
2013
Champion Female Angler
Champion Family Team
Lake Windamere Golden Classic
2012
Champion Female Angler
Lake Windamere Golden Classic
2011
6th placed International Angler
Com Fishing Festival (Timor-Leste)
2010
Third placed Female Angler
Daly River Barra Classic
Champion Team
SWB Barra Challenge
2009
Champion Team
SWB Barra Challenge
2008
Runner-up Champion Team
SWB Barra Challenge
2007
Runner-up Champion Team
SWB Barra Challenge
CRITERIA 3A | Demonstrated understanding of branding, online marketing and media concepts
And I’m talking TRUE branding — not just the application of a logo! Brand is akin to corporate DNA, whereas a logo is but a tattoo. This is a difficult concept to get across to logo owners. One of the most satisfying roles I played during my time as the owner of Adzu (my Darwin-based advertising agency, if you haven’t read my land-based potted history yet), was as a business trainer for the Northern Territory Government’s Upskills program. I was responsible to writing and running workshops on three topics: Marketing Strategies, eCommerce and Introduction to Marketing Online. The most consistent point of resistance was always my assertion that a logo is not a product or a headline… people tend to become overly precious about their logo.
I am a Creative Strategist. I am not a marketer, not a designer, not a writer… I am all, plus some.
My understanding of the concept of brand is deep, having developed and managed brands for myself and others for decades.
You will find my online marketing capabilities to be broad, creative, intelligent and lateral. They are not exhaustive… no-one’s are. Your candidates will all bring varied combinations of strength and experience, but none can be masters of the full gamut.
That’s the wonderous thing about the online realm… it’s organic! Every individual who dabbles in content creation is contributing to this ever-changing, electronic organism. And so, online marketers must expect to be perpetual students!
And as for media concepts, I have experience in all aspects of traditional media creation from concept development, through campaign application to press, radio and television production. I’ve even designed travelling trade show displays!
Of course, I don’t expect you to take my word for it. I have testimonials! Here’s a quick and easy one for you, but you can also click here for more…
I first met Jo in 2006 in her capacity as owner and Creative Director of an advertising agency in Darwin. Having a background in marketing myself, I was instantly impressed by the strategy Jo applies to her design work. Everything happens with the target audience in mind, regardless of whether it’s brand, copywriting, audio or visual.
So when it came to developing a brand for my start up business, Jo Starling Creative was the natural choice. Retread Designs is a children’s clothing brand where each piece is up-cycled from preloved clothing, blankets and other items destined for landfill. Each piece is unique and as such I needed a unique and flexible brand to portray this vision.
Well, she delivered. Taking my concept and business name of Retread Designs, the branding Jo developed offers the flexibility and uniqueness I was hoping for. And in the spirit of the brand, the logo features a ‘e’ which has been up-cycled into an ‘a’. Brilliant.
Be assured, Jo’s strategic thinking makes her a marketing strategist, not simply a designer.
BRAND “YOU”
Over the past two blogs, we’ve explored “brand”, from the origins of branding as a concept, to defining its meaning in the modern era. In this blog, let’s discuss what we need to know about the brand, in order to make it “good”. Strong branding comes from strategic...
BRAND FROM THE INSIDE OUT
In my last blog post, we discussed the origins of brand and the fact that brand is inherent in all things, even in ourselves. Let’s face it… if it exists in our experience, we have an opinion on it—and an expectation around it. The reason we strive to build a STRONG...
THE ORIGINS OF BRAND
I want to take you on a nostalgic stroll through the catacombs of imagination in an effort to garner a solid, tangible concept of the too often intangible beastie—THE BRAND. Many people believe that brand=logo=emblem=icon. It’s not. It’s so much more. But we don’t...
CRITERIA 3B | Commitment to keeping abreast of the latest platforms, trends, tools and possibilities
fun fact
My education has come through paid coaching with the likes of Siimon Reynolds and Kerwin Rae, and practical online courses through Lynda.com to learn WordPress, video editing and e-publishing.
So, does it scare me to commit to keeping abreast of the latest platforms, trends, tools and possibilities? NOT REMOTELY! In fact, BRING.IT.ON! Learning is the stuff of life.
CRITERIA 3c | Ability to understand different audiences, to find and use data to develop insight into OzFish’s diverse audiences
Each one of these target audiences needs to addressed in a manner that resonates with them. Each will have their own nuanced language and tone, their own interests and their own triggers. Effective marketing and communication requires that we develop insight into these and ensure we’re speaking “the right language”, depending on who we’re targeting each piece of content to.
When I’m teaching this stuff, I use the metaphor of walking into a party full of people you don’t know. You have no option to leave, so you must build relationships. Instinct will likely take over. You’ll gently pry for key clues as to how to communicate effectively with each person and, upon reflection, realisse that your choice of words, tone of voice, body language, etc. varied depending on who you spoke to.
This is target marketing, audience identification and relationship management 101. The crux of Permission Marketing, as coined by Seth Godin (one of my favourite modern marketing minds).
Recognising that our audience cannot escape their humanness helps to create empathic content, which cuts through like nothing else.
When it comes to ploughing data to develop insight into Ozfish’s audiences, there are a number of free and paid tools at our disposal. Facebook’s Business Manager tools have extraordinary power in themselves, as long as we stay within the lines. There’s also all manner of metadata tools that can be put to work on our behalf.
… and of course, good ol’fashioned Survey Monkey will always have its place.
CRITERIA 4 | Proven track record in social media campaign activity, including strong grasp of social media and digital marketing tools, trends and strategies
proof’s in the pudding
Please make use of the people who’ve enthusiastically agreed to support my application.
They all have their different story to share…
Please contact me to discuss Jo’s performance in her capacity as Media Manager and Creative Strategist for the National Recreational Fishing Survey 2020, including communications strategy, creative application, content development, etc.
0409 464 778
Jo’s been consulting to me as Social Media Strategist for our stocktake sales since 2016. We are B2C – retail only and have many limitations that hamstring her, but she always gets it done. Call me to find out more.
0404 810 308
I’ve volunteered to discuss Jo’s role as Communication Strategist for the Regional Wellbeing Survey, which included web & brochure design, plus social media creative & management, where she succesfully crafted content from an empathic viewpoint.
0415 275 685
I’ve known Jo for a decade now and have worked with her in many fishing arenas. Please contact me to discuss Jo’s passion, involvement and commitment to the recreational fishing sector and for a person reference.
0427 454 357