wordonthebird

[wordonthebird]

Wordonthebird is a boutique design and marketing consultancy led by designer, conceptual thinker, wordsmith, marketeer and all round top bird, Rachel Rowe.

Rachel can provide advice, coaching, outsourced marketing and social media marketing management, strategic and creative services for your business.

Go to about for an overview of the consultancy. Browse clients to get a comprehensive breakdown of recent work. Check out wordonthebird's design and marketing packages. And scroll through scope ….for a rundown on our scope of experience.

If you like what you see get in touch for an obligation free skype or phone chat to workshop the scope of your project.

[wordonthebird]

[wordonthebird]

Fortyfive on Lawson

Fortyfive on Lawson is Byron Bay’s newest architecturally designed five star luxury apartment building, situated in central Byron’s only absolute beachfront location with direct access to Byron’s stunning main beach. The apartments are managed by Mary Alderman from Byron Concierge.

Wordonthebird worked with Mary to create an identity for the new apartment building, aimed at exclusive luxury holiday rental. This included:

creating a brand identity.

working closely with photographer Kate Holmes to create a portfolio of styled images for use on website, newsletter and social media campaigns.

copywriting content for website and social media.

building a website designed and coded on a user-friendly CMS, including Mailchimp. The website was required to be mobile phone/tablet friendly and Google Analytics integrated.

writing a social media strategy and creating a self manage template for client, including strategic content planner, establishing key audiences and key messages, developing a style guide, custom graphic & headers, keyword/tag research and content source guide.

fortyfiveonlawson.com.au

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Liberation Larder

Liberation Larder rescue good food that would otherwise end up in landfill and make sure this food reaches folk in need, either as hot meals, fresh food parcels or emergency frozen meals. Liberation Larder captures the imagination of people because they provide a practical solution to the problems of food waste and food insecurity in our community.

Wordonthebird approached Liberation Larder early in 2016 to offer pro-bono support to the organisation on an ongoing basis.

Support to date has included:

initiating a new Instagram identity

establishing a social media campaign for the organisation...’sharing the stories of our clients, donors and volunteers’. This campaign is managed on an ongoing basis by wordonthebird.

creating written and photographic content for the campaign

developing a series of marketing materials, using the content from the campaign, for use across corporate and consumer donor marketing.

Outcomes for the organisation are:

increased brand awareness

increased donations

a more professional brand image

liberationlarder.org

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Army of Men 

Army of Men is an exclusive range of fetish gear for fun-loving, kinky, pleasure-seeking men. Army of Men bridges the gap between fetish-fashion and high-fashion, appealing to a younger generation of kinksters who are interested in being more sexually adventurous but do not relate to an ideal of masculinity grounded in late 70’s and 80’s gay leather subculture. A new tribe of men who are middle class, fashion conscious, sexually adventurous and sexually fluid in orientation. AOM’s range of products compliment and integrate into the social and party lifestyles of this new tribe, rather than becoming the sole lifestyle choice that defines them. The brand is experiencing rapid growth.

Creative Director Derrick Yong appointed wordonthebird mid-2016 to manage the strategic growth of social media for the brand. This involves:

• Dedicated social media management of the brand across Facebook, Twitter, Instagram, Tumblr and niche apps like Grindr, Scruff, and RECON • Content creation and distribution • Real time audience engagement and management • Organic audience building • Spam monitoring • Keyword and tag research • Monthly direct marketing campaigns to database.

Wordonthebird also consults to AOM on marketing planning, and public relations, communications and media.

armyofmen.com

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Pick Me

Pick Me is a letterpress and hand-lettering studio run by lettering artist Sabine Pick. She works with two antique presses – a Vandercook SP-15 proof press and a Chandler & Price platen press – and a beautiful collection of ink and elegant pen nibs.

Sabine approached woronthebird for help in planning next steps for her brand. Wordonthebird undertook a review of the business and marketing activity to date through a Marketing Health Check. We looked at:

the marketing mix.

marketing objectives.

marketing planning and strategies to achieve them.

potential risks to the business.

brand positioning and target markets.

marketing materials.

e-marketing and social media.

Outcomes for the brand were:

practical and actionable solutions.

a sense of direction.

clarity and vision for the future of the business.

a to-do list with achievable goals and objectives.

The health check has been followed up with coaching/mentoring sessions and advice relating to ad-hoc marketing opportunities, as they have arisen.

pickme.com.au

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Love Byron Bay Chocolate

Love Byron Bay Chocolate is a new business, specialising in international and local chocolate. Alison has a background in business & marketing and an appreciation for the finer things in life. She is dedicated to sourcing, creating and sharing a quality chocolate experience, cultivating an understanding of cocoa, stimulating the palate with a discerning appreciation, and firing the imagination with unique chocolate encounters.

Wordonthebird worked with Alison to build a comprehensive identity for the new brand. This included:

brand analysis, brand identity and logo concepting.

design of new corporate identity including logo variations, colour palette, business card design, formatting for web, social media, letterheads and email signature.

a suite of packaging for a signature chocolate range.

a website designed and coded on a user-friendly CMS, including e-commerce and Mailchimp. The website was required to be mobile phone/tablet friendly and Google Analytics integrated.

location/product photography for use on website and in advertising campaigns.

copywriting content for website and promotional materials.

Alison also commissioned wordonthebird to establish a social media campaign across blog, Facebook and Instagram for the new brand. This campaign is managed on an ongoing basis by wordonthebird.

love-byronbay.com

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Stefan José Films

Stefan José Films is a boutique production house specialising in the production of RAW high resolution format film content for digital and commercial outlets. His clients include Speedo, McTavish, Splendour in the Grass, Falls Festival, Ash Grunwald, the Discovery Channel and Destination NSW.

Wordonthebird worked with Stefan to produce a detailed Integrated Marketing Plan for 2014-2015. The consulting package included:

reviewing business mission statement.

defining ideal target market/market segmentation.

setting marketing goals/key performance indicators.

SWOT.

a product analysis.

assessing competition.

defining marketing goals and objectives.

The research undertaken through the marketing planning process was developed into:

an 18 month marketing strategy.

an action plan/calendar.

an outline marketing budget for the period.

Marketing research undertaken as part of the planning process informed a brand re-launch under the name Stefan José Films (was Worx Studio). stefanjosefilms.com

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Forage and Graze  boutique farmer, artisan chef

Forage and Graze specialises in private dining, bespoke popup catering and premium cooking classes. Campbell and his team work closely with a network of local spray-free and organic producers. Their menu’s  showcase the region’s best seasonal produce and culinary traditions.  

Wordonthebird worked closely with Campbell to develop and launch his new brand. The consulting package included:

a strategic integrated marketing plan.

brand analysis and positioning, brand identity, logo concept and design.

design of a selection of print collateral including business card, poster, banner, postcard and letterhead.

web design, concept and build.

template creation for web marketing including e-newsletter and eventbrite booking forms. 

developing and implementing a social media strategy. 

styling and creative direction of the business launch event.

cross media content creation for web, media release and all print collateral.

PR support, media relations and brand profiling.

forageandgraze.com

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Arts Northern Rivers // Communications and Arts Development Officer // 2012-2013

Arts Northern Rivers (ANR) is the peak body for the arts and cultural sector in northern New South Wales, Australia.  ANR works at a regional, state and national level to support sustainable arts and creative industries development. 

In her role Rachel was responsible for:

developing and delivering innovative marketing strategies for the organisation.

providing effective communications systems to support arts and cultural development in the region. liaising with local, state and national media outlets and developing strategies for promoting the work of Arts Northern Rivers to the region and beyond.

delivering the organisation’s creative industry projects program including identifying potential funding streams, preparing grant applications and submitting reports and acquittals to various funding bodies.

collaborating with key industry organisations in the northern rivers’ region.

Significant contributions:

initiated, developed and delivered a new weekly ANR column for the Northern Star, which was subsequently syndicated across five other Australian Regional Media (APN) newspapers.

initiated, developed and produced a new fortnightly ANR ‘Northern Rivers Creative’ segment for ABC North Coast radio. 

strategically developed and creatively directed ANR’s web identity, and implemented a social media acquisition campaign resulting in a significant increase in profile across all platforms.

initiated and delivered a functionality review of all communications and marketing activities, and the platforms from which they were delivered, which informed a total communications and marketing restructure. 

artsnorthernrivers.com.au  northernriverscreative.com.au/nrc

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ABC North Coast // Content Maker/Producer (Casual) // 2012+2014

The Australian Broadcasting Corporation (ABC) is Australia's national public broadcaster. The corporation provides television, radio, online and mobile service throughout metropolitan and regional Australia, as well as overseas through the Australia Network and Radio Australia. 

In her role Rachel was responsible for:

creation of regional cross-media content for ABC North Coast Breakfast and Mornings shows, including story ideas research, sourcing and analyse of information, selection and preparation of talent, scripting introductions and Q&A’s.

live studio production for Breakfast and Morning’s shows. 

Project specific ABC broadcast placements are detailed on client profiles for the Byron Bay International Film Festival, the Byron Bay Writers' Festival and Arts Northern Rivers.

abc.net.au/northcoast

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Byron Bay Writers’ Festival // Publicity and Public Relations Manager // 2012

The Byron Bay Writers' Festival  is widely regarded as one of Australia's premier literary events. 2012 was a pivotal year for the Festival.

In her role as Publicity and Public Relations Manager Rachel was responsible for :

developing a Publicity and Public Relations Plan, including undertaking a situational analysis, establishing core communication objectives and executing an integrated cross media public relations campaign for the 2012 Festival.

focusing on strengthening the festivals position as a leading literary festival of national significance, building national brand profile, building awareness in the wider region, establishing relationships with key new target media and building on strategic alliances with partners and key stakeholders.

The campaign included :

over 100 radio and TV broadcast placements, including multiple daily coverage on ABC Radio North Coast, weekly coverage on ABC Gold Coast and other local community radio stations during, and in the lead up to, the Festival.

a dedicated 2.5 hour ABC outside broadcast live from the Festival, along with strategically selected extended ABC regional and national radio interviews including multiple placements on In Conversation with Richard Fidler, Books and Arts Daily, Life Matters and By Design.

managing on site film crews for ABC, Prime Seven and NBN regional news, and negotiating strategic placements with ABC’s Q&A and Lateline.  

over 250 pieces of print and online editorial and advertorial placed locally, regionally and nationally, including coverage in The Australian, the Sydney Morning Herald, The Age, the Brisbane Courier Mail, Sun Herald, Artshub, Virgin and Jetstar Inflights and Readers Digest.

byronbaywritersfestival.com.au

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Byron Bay International Film Festival // Media Manager // 2012

The Byron Bay International Film Festival is an independent awards-based film event. The Festival attracts international filmmakers, directors, producers, prominent members of Australia's film industry and a wealth of appreciative audience members.

In her role Rachel was responsible for:

planning, developing and executing an integrated cross media public relations campaign for the 2012 Festival.

focusing on key marketing and audience development objectives, the campaign aimed to retain our existing audience through a broad Festival promotion and publicity campaign, whilst developing new audiences in targeted segments.

Highlights of the campaign included:

multiple daily coverage on ABC Radio North Coast and other local community radio stations during, and in the lead up to, the Festival.

a dedicated 2 hour ABC outside broadcast from an international filmmakers breakfast, along with strategically selected extended ABC regional and national radio interviews.

key film reviews and filmmaker interviews on SBS radio and SBS online, TV coverage on both Prime Seven and NBN regional news, and over 200 pieces of print and online editorial and advertorial placed locally, regionally and nationally.

www.bbff.com.au

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Bird Textiles // Creative Director and Founder // 2002-2012

Widely regarded as one of Australia’s premiere sustainable design brands, Bird Textiles was a pioneer in sustainable fashion, textiles and interior design practices. As early adopters facilitated the move of ‘eco’ into the mainstream, Bird became a symbol of environmental consciousness, spearheading a new era of ethical and sustainable consumerism.

Significant achievements:

grew a sole trader operation into an internationally renowned creative business. Navigated new business opportunities and successfully managed rapid growth across multiple segments. At its peak, Bird Textiles supplied over 150 retailers across Australasia, Europe and the U.S., along with multiple own brand retail outfits, and a global customer base serviced through its online interface.

undertook a comprehensive carbon life cycle analysis for the entire business, purchased offsetting renewable energy, and were recognised as Australia’s first climate neutral business in 2004.

from being listed as ‘one to watch’ in Time Magazine (April 2007) to coverage in fashion and interiors magazines like Vogue, Inside Out and Home Beautiful, regular broadsheet editorial placement in the Sydney Morning Herald, The Age and The Australian across news, environment and design specialities, the company achieved considerable media success with significant key national and international editorial coverage every month since inception. http://www.birdtextile.com.au/media.php

featured as part of a NSW Department of Education initiative, in conjunction with ‘State Respond’ at Object: Australia Centre for Craft and Design, Sydney to provide educational case study materials for the NSW school syllabus.  http://vimeo.com/10737047

selected by The Australian Trade Commission to represent Australia in New York at ‘G’Day USA’.

curators at the Powerhouse Museum nominate Rachel Bending for a Powerhouse Wizard Award, recognizing emerging leaders in Australian innovation and achievement. Awarded Highly Commended.

House and Garden magazine recognize Bird Textiles as 2008 Fabric Designer of the Year.

invited to be panel member of ‘Eco Young Guns’ at Eat Green Design, Powerhouse Museum part of Sydney Design Festival.

Bird Textiles awarded $50k grant from AusIndustry, Australian Government.

Bird Textiles invited to show at Estethica, London Fashion Week.

Fashion Group International select Bird as winner of the Sustainable Product category of the FGI Sydney Awards for Excellence 2009.

guest speaking at various national symposiums, design festivals, panels, TAFE’s and universities.

birdtextile.com littlebirdlittlebird.com

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SMIRNOFF for The Rowland Company, Saatchi and Saatchi, London, UK // International Event Director // 1998-2000        

The Rowland Company (TRC) is the Public Relations arm of the leading global advertising agency Saatchi and Saatchi. During Rachel's time at TRC major accounts included high profile international brand Smirnoff Vodka.

The Smirnoff International Fashion Awards, is the only internationally run student fashion design competition supporting a significant branding opportunity, and unique audience including top international fashion designers and the worldwide media. Celebrity recruitment/liaison for the event included Elton John, Chaka Khan, Jodie Kidd and Norman Jay. In 1999 the event took place in Hong Kong and included students from 29 countries. As Event Director Rachel was responsible for a Catwalk Event and Awards Ceremony for 2000 guests, an entertainment/hospitality programme for 300 participants from 52 countries, and a budget in excess of £1.5 million (at the time, AU$4 million).

smirnoff.com

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SPEEDO for The Rowland Company, Saatchi and Saatchi, London, UK // International Event Director // 1998-2000          

The Rowland Company (TRC) is the Public Relations arm of the leading global advertising agency Saatchi and Saatchi. During Rachel's time at TRC major accounts included high profile international brand Speedo.

As a lead in to the 2000 Olympic Games in Sydney, Australia, Speedo International launched their new technologically advanced ‘Fast Suit’ swimwear to the world press at the FINA World Swimming Championships in Athens resulting in extensive worldwide and Olympic coverage. As Event Director Rachel was responsible for a Product/Press Launch to International Media (40+ countries) and an Entertainment/Hospitality Programme for over 500 participants.

speedo.com

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The Prince’s Trust, London, UK // Exhibitions and Events Manager // 1997-1998

The Prince's Trust is a UK charity founded in 1976 by HRH Charles, The Prince of Wales to help young people. The Trust runs a range of training programmes, provides mentoring support and offer financial grants to build the confidence and motivation of disadvantaged young people. Each year they work with 40,000 young people, with around 80% moving on to employment, small business, education, training or volunteering.

Significant events managed as part of a national annual programme of exhibitions, seminars and events for the Prince’s Youth Business Trust (now called Prince’s Trust Enterprise Programme) were:

The Business Awards at St James’ Palace, London – The Prince’s Trust annual awards ceremony in the presence of HRH, The Prince of Wales.

The Prince’s Trust Showcase at The Houses of Parliament, London.

a group trade stand for 150 Prince’s Youth Business Trust small businesses at Autumn Gift Fair, NEC, Birmingham.

a group retail stand for 40 Prince’s Youth Business Trust small businesses at Clothes Show Live, NEC, Birmingham.

princes-trust.org.uk