Creative marketing with purpose and impact

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Case Study 1: DyslexicU – Integrated Marketing Communications Campaign

DyslexicU is a free online course by Made By Dyslexia, designed to reposition dyslexic thinking as a competitive advantage in an AI-driven workforce.

Our challenge was to develop a three-week Integrated Marketing Communications campaign targeting both:

• B2C: Australian university students aged 17–30
• B2B: University educators and institutions

The objective was to increase engagement, improve website traffic and sign-ups, and shift perception, from dyslexia as a deficit to dyslexic thinking as a future skill.

Strategic Insight

Audience Segmentation Strategy

Instead of targeting “students” broadly, we developed four behavioural tribes:

1. Purpose-Driven Learners
2. Thinkers for Change
3. Career Starters
4. Empowerment-Oriented Educators

Big Idea

U = You = University = DyslexicU

This idea reframed dyslexic thinking as essential to the future workforce. It positioned students not as disadvantaged, but as possessing irreplaceable strengths.

Integrated Channel Strategy

We designed a fully integrated, three-phase campaign:

Week 1 – Inspire & Activate

Launch TikTok filters, Spotify ads, influencer collaborations, and PR outreach.

Week 2 – Engage & Empower

Push career-focused LinkedIn and Seek ads; release vodcast episodes centred on employability skills.

Week 3 – Celebrate & Convert

Amplify “Future Ready” messaging and drive final sign-ups.

Key Tactical Elements

The campaign included:

• TikTok TopView ads and interactive filters

• Micro-influencer collaborations

• Thought leader endorsements (university academics)

• LinkedIn & Seek career ads
• Spotify streaming advertisements
• Campus posters across 43 universities

• Earned media through student publications

The integration ensured that awareness channels connected directly to conversion pathways.

Objectives & Measurement

My Role

As Project Manager, I:

• Led audience research and segmentation
• Structured the IMC strategy framework
• Coordinated cross-channel messaging alignment
• Ensured synergy between tactical execution and core positioning
• Oversaw timeline planning and campaign flow

This role required balancing creative ideation with structured strategic planning.

Case Study 2: LenexaCARE – International Market Entry & Value-Based Strategy

Project Overview

LenexaCARE is a pressure injury prevention platform integrating real-time monitoring, clinical alerts, and workflow-based reporting to reduce hospital-acquired pressure injuries (HAPI).

Our objective was to develop a market-entry and commercialisation strategy across three healthcare markets:

• Australia
• Singapore
• Thailand

The project combined industry research, segmentation modelling, pricing evaluation, and go-to-market planning.

My Role

Within this consulting project, I contributed mainly to Thailand Market’s:

• Cross-market research analysis
• PESTEL & SWOT development
• Persona and journey mapping design
• Big Idea positioning
• Pricing evaluation modelling
• Go-to-market sequencing

The project required synthesising macroeconomic research, regulatory constraints, behavioural insight, and financial modelling into a coherent international strategy.