Katie’s entrepreneurial spirit has seen her side-hustling from age 10 when she was mixing perfumes in her bathroom to sell to neighbours. Since then her insatiable appetite for making an authentic connection between brands and their consumers has become the centrepiece of her business Cake Marketing.
Katie thrives in immersing herself in a project where her flair for dynamic and engaging brand experiences emerges. Her creative expertise is what brought to life Guido van Helten’s 43-metre photo realistic mural on the Southern Gold Coast, where Katie conceptualised and managed the project and marketing exposure.
Katie’s award-winning project was one bold and definitive example of how a creative and strategic hustle can reach millions.
Concept creation and project management of the Guido van Helten mural on Southern Cross University’s 10-storey building, including workshops, community consultation, media and content production that reached 27 million people and won the 2018 Destination Gold Coast Best Overall Content Package and Star Awards.
Designed and implemented the creative marketing strategy integrating live streaming, consultation with indigenous elders, workshops, videography and time lapses, photography, social media, media across print, online, radio, television, collaboration with Destination Gold Coast, a live presentation and Q&A, and graduand address at Southern Cross University’s graduation.
Southern Cross University - social media
Managed the University’s social media platforms (Facebook, Twitter, Instagram and LinkedIn) curating and coordinating content that shares the University’s story to engage their online community of almost 70,000 followers and achieve measurable impact.
Increasing the Facebook following by 33% and the Instagram following by 90%, with an average organic engagement of 5% (industry standard is <1%*) and 18.6% respectively (industry standard is 3%*).
Production management of high quality video content, live or pre-recorded, to clearly communicate the University’s brand, capture the online community’s attention and resulted in meaningful conversations thereby building engagement and awareness. This resulted in reaching 100,000+ people with five Facebook Lives alone.
*Source: 2018 Social Media Industry Benchmark Report: Rival IQ.
Devised the Tourism Marketing Plan and creative collateral with designers across online, print media, PR, direct email, mail and outdoor. Secured industry funding and managed the campaign including stakeholder relations with fifty participating businesses, Destination NSW and media.
Lismore City Council - city centre management
Revitalised the struggling city centre by securing funding for the CBD project which resulted in 73% of local businesses supporting the marketing activities implemented to boost economic growth, and 67% of shoppers stating the CBD had improved and was more attractive to them as a result of these activities.
Built the Lismore Come to the Heart brand aesthetic across social media platforms, online, press, public relations, promotions and events, and developed three integrated tourism websites that saw a 310% increase in visitation in the first three months. Subsequently Katie presented at the International Cities, Town Centres & Communities Conference 2012.