Credentials – Karen Balstrup
Here are some examples of my expertise in production, editing of content and materials including website publishing and management, social media and visual content editing.
Researching communication patterns, especially using Big Data, assists to predict human behaviour and customise engaging content.
I have an extensive background in Public Relations and FMCG marketing, stakeholder management, events, sponsorships and issues and crises management plans for brands.
Most recently at Towncars Networks Australia Pty Ltd, I updated their website http://www.towncarsaust.com.au/
Researching competitor’s sites was the starting point to choose the template style that uniquely identified the franchise company. I managed a photo shoot to produce imagery that reflected the service, quality and reliability of Towncars in a competitive hire car marketplace. Key messages were written into the content and menu selection to assist accessibility. Links were added for customer assistance during the booking process.
Using visual content editing tools, I wrote a series of Facebook ads to be used in a campaign across 30 local franchisee Facebook pages using PowerEditor. I used Canva to make the advertisements which were targetted at stakeholder groups such as Business Travellers and Family Travellers. I am also familiar with Adobe InDesign and LucidPress, Evernote and Pixlr. Recently I studied extracting big data from Google Trends and Wikipedia using R code on RStudio to produce graphs and analytics about behaviour trends.
To ensure measurement of interaction, I set up a Landing Page which became a filter for any engagement with the Facebook ads. The Landing Page, with unique booking details, measured results to present to the franchisee stakeholders paying the budget.
Analytics were used to measure the performance of the ads and to provide statistics in a report prepared for franchisees.
Community management of 30 local Facebook pages was undertaken on a daily basis along with regular content posting following an annually planned social media calendar.
I have set up and run many commercial pages on Instagram, Snapchat, Tumblr, LinkedIn and Twitter using analytics available to report to stakeholders.
I have experience setting up keywords and tags within the search friendly content written and posted provides the most effective optimisation and return on investment. Indexing, links on websites, ranking, click-throughs and conversions can be managed. The use of Google Adwords is also an excellent marketing tool especially in crowded marketplaces.
Writing content and distribution of email newsletter style communication was undertaken by me using MailChimp. The analytics relating to the subscriber databases, following the open and click-through rates offer excellent ways to improve growth and relationships with the stakeholder base.
Collateral or Print Production
My public relations background has involved writing, laying out and printing hundreds of brochures, annual reports, sales flyers, information pamphlets and other materials. Most recently I produced a Sales Brochure with key messages on front and back to be kept in reception areas to book the hire cars. I also developed a postcard that franchisees delivered to letterboxes each time they dropped off a passenger or handed out in shopping centres. I updated the company imagery and logo for ease of identification on the cars.
Digital Advertising Campaign
Each franchisee contributed marketing dollars to a digital advertising campaign focussing on local publications in their area. I brokered the package with News Ltd and oversaw the placement and creation of the advertisements.
During my public relations career I have been involved in managing stakeholder relationships and more recently with the franchisees and board members of Towncars Networks Australia Pty Ltd. Initially projects included community groups involved with The National Trust of Australia and it’s goal to increase membership and hence heritage conservation, and with the National Australia Day Committee, to encourage Australians to celebrate through engaging local councils for Australia Day parties or for the stakeholders involved in Bicycle Safety in the NSW Govt. Communication and relationship development is essential to achieve better understanding of content produced and enhance engagement. During my agency career at Clemenger’s Porter Novelli it was essential to maintain long-term relationships with global clients such as Pepsi-Cola, Apple Computer, Pizza Hut, Moet et Chandon and local companies such as Dairy Farmers and Meadow Lea.
Monitoring Issues and Agendas
With training in journalism, it is part of my daily behaviour to monitor issues in the media and online. This is more focussed when a watching brief is developed for key messages using alerts and searches as was the case with media monitoring press clippings and electronic reports for FMCG clients and issues that may affect their brands. As a result, whether it was the “cola wars”, the “fats & oils” wars or consumer education campaigns required, it has been part of my public relations background to manage issues and report to senior management and stakeholders. In addition this required writing and development of issues management plans and crises management plans, many of which were put into action under my supervision.
Gathering Big Data from Google Trends or Wikipedia searches can lead to understanding predictive human behaviour patterns which are essential in relation to managing large cities and natural disasters. I recently studied a certificate course about Big Data with Warwick University in the UK. Here is a sample of a week’s topics. We learned to use r code on a platform called RStudio which produces easy to ready graphs and imagery.
Through this study we learned about the community interaction with smart cities such as Amsterdam.
Sharing economies are important for economic growth.
http://www.smh.com.au/business/here-to-stay-disruptive-sharing-economy-worth-500m-annually-to-nsw-20160118-gm88km.html
CONTENT MANAGEMENT Credentials - Karen Balstrup Here are some examples of my expertise in production, editing of content and materials including website publishing and management, social media and visual content editing.
