.
.
.
D
r
i
v
i
n
g
 
y
o
u
r
 
p
r
o
j
e
c
t
s
 
t
o
 
s
u
c
c
e
s
s
Tourism marketing
Communications
Project management
Strategic planning
Event management
Consultancy
Association management

Experience - Marketing & Communications

SMS Marketing offers strong expertise in marketing and communications derived from holding significant contracts with two of Victoria's most highly regarded peak regional tourism bodies being:

Great Ocean Road Marketing (2009 - 2010)

Sally held an 18 month contract as Marketing Project Manager for the peak regional tourism body for the Great Ocean Road region. This included the following:

  • Collateral - project management of the production and distribution of the Great Ocean Road 8 page motivational brochure which involved sourcing graphic design and mapping specialists, budget management, copy writing and image sourcing, proofing and development of a distribution plan.
  • Tourism excellence - overarching coordination and reporting of the region's participation in Tourism Victoria's Tourism Excellence Program.
  • Tactical marketing - implementation of tactical marketing activities such as digital advertising and preparation of print ads using Fast Art as required.
  • Board administration - reporting, correspondence, minute secretariat.
  • Key contact - central point of contact for external enquiries and communications facilitator between the Board, Tourism Victoria and stakeholders.

Back to Marketing / Communications

Destination Gippsland Inc. (2006 - 2008)

Through extensive experience gained during five years in regional tourism association management, Sally's skills evolved into a leadership role coordinating key marketing projects for the newly formed Destination Gippsland Inc in 2006. For two years, Sally held the contract as lead Marketing Project Manager and worked closely with the Board, EMH Communications and industry on a range of key initiatives including:

  • Strategic plans - assisting a professional facilitator to develop Gippsland's first fully integrated Three Year Strategic Marketing Plan in 2006 and then undertaking subsequent reviews and updates until 2008.
  • Branding - input into the development and roll out of the new INSPIRED BY GIPPSLAND brand, including extensive industry consultation and communication to encourage region wide integration as well as ongoing monitoring of industry's adherence to brand usage guidelines.
  • One year action plans - preparation of annual marketing and communication action plans and budgets in consultation with key stakeholders, conducting annual reviews, updating and reporting to the Board and Tourism Victoria on outcomes.
  • Regional marketing plans - preparation of Gippsland's Regional Marketing Program (RMP) funding applications to Tourism Victoria and acquittals.
  • Campaigns - implementation of the region's marketing opportunities which included preparation of media campaign briefs, execution of comprehensive database acquisition programs, eDM's, consumer eNewsletters, package promotions, competitions and other new initiatives to drive traffic to the Gippsland consumer website and preparation of Fast Art ads. This also included the preparation of four industry based cooperative marketing campaign prospectuses and management of sales campaigns.
  • Media relations - development and maintenance of media contacts databases, preparation and distribution of media releases, sourcing of story ideas and supporting images, preparation of media kits, planning for journalist famils.
  • Crisis response - coordination of marketing campaigns following major crisis events, e.g. bushfires, floods.
  • Collateral production - coordination of the production of numerous pieces of jigsaw branded promotional collateral (e.g. jigsaw brochures, touring maps, postcards, displays, signage). This included preparing project briefs, sourcing graphic designers and mapping specialists, selecting images, drafting copy, ensuring adherence to brand style guidelines, proofing, approvals, printing and delivery.
  • Consumer shows - general assistance with partnership representation at key consumer shows (e.g. Melbourne Caravan & Camping Show, Flower & Garden Show) including rostering, collateral for distribution and evaluation.
  • ATE - coordination of Destination Gippsland's attendance at the 2007 & 2009 Australian Tourism Exchange. This included scheduling of meeting appointments (2007 only) and production of trade collateral and staff presentation kits.
  • Awards - preparation of Destination Gippsland's 2007 Tourism Award submission.
  • Industry events - coordination of the annual Gippsland Tourism Exchange, regional tourism awards presentations.

Back to Marketing / Communications

Gippsland Sustainable Regions Project (2005)

Sally held the contract for the delivery of this project which was jointly delivered with Emma Harry from EMH Communications. The $640,000 project was a cooperative venture between the six Shire Councils of Gippsland (Bass Coast, South Gippsland, Latrobe, East Gippsland, Wellington and Baw Baw), Destination Gippsland, Tourism Victoria and the federal government and aimed at building a sustainable tourism industry by gathering quality local research, developing tourism business networks and business opportunities and developing a touring route concept to provide a focus for unified marketing across the region. This involved:

  • project brief preparation
  • coordination of steering committee, reporting, minute secretariat
  • appointment and management of consultant team
  • stakeholder and funding partner communications

Back to Marketing / Communications

© Content Copyright 2010 SMS Marketing
Credit: Images supplied by Tourism Victoria and Parks Victoria.
Site by Glassy Software