RESUMÉ & PORTFOLIO

Haka Tours Website

April 22, 2020 by barnabylawrence

One of my first projects at Haka was to relaunch its e-commerce website. As the marketing lead and overall project manager it was my responsibility to set the website’s strategic direction. This included documenting business requirements, creating the sitemap, working with our agency partner to define the UI/UX and overseeing the integration with Haka’s custom back-end booking engine. There were several pillars underpinning the website’s strategy: writing destination-focused content to drive SEO performance, reducing clicks-to-cart as much as humanly possible, […]

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Sam’s Club Christmas Campaign

January 14, 2018 by barnabylawrence

Photo printing is a billion dollar industry in the States and, every Christmas season, Sam’s Club relies on PNI to promote its photo printing website – a place where you can create everything from custom canvas prints right through to photo shower curtains and photo books. As the Senior Marketing Specialist I pitched a promotional strategy, 12 Days of Christmas, featuring huge daily discounts on various gifts from December 1-12. Supported by an email campaign to over half a million […]

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Costco Business Printing

January 14, 2018 by barnabylawrence

Costco Business Printing allows people to design custom business cards, banners, flyers and other stationery to promote their business – then pick them up from their local Costco Warehouse. PNI designed the website, developed the design tool and created the e-commerce back-end platform. They also manage refreshing the site’s content and evolving the UX/UI. As the Senior Marketing Specialist, my role was to ensure the marketing team delivered on its requirements which included a launch strategy, promotional video, writing […]

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The Biz

February 13, 2015 by barnabylawrence

The Biz is an annual series of seminars created by Yellow to help people run their businesses better. Held in ten locations throughout NZ over six weeks, seminars are packed with advice from some of the best brains in business. This year’s speakers included the likes of Google, Microsoft, and rocket experts who work with NASA. My Role? I led the microsite’s redesign. This included wireframing, user journeys, art direction, and content creation. The look-and-feel of the microsite went on to inspire other campaign […]

Categories: Art direction, Brand development, Copywriting, Creative strategy, Digital marketing, Digital strategy, Direct marketing, Email marketing, Event marketing, Marketing strategy, Project management, Social media marketing

Download the Yellow app

December 1, 2014 by barnabylawrence

A simple brief – create a series of digital banner ads to encourage people to download Yellow’s app. Then launch them across Facebook, the Google Display Network, and yellow.co.nz. My Role? I came up with the banner concepts. I also wrote the copy, and art directed the design of the ads too. Strategy? Humour is an effective tool for banner conversions, so it was just a case of emphasising the app’s main benefit – you can find businesses – in […]

Categories: Art direction, Copywriting, Creative strategy, Digital marketing, Digital strategy, Social media marketing

yellowbusiness.co.nz

September 20, 2014 by barnabylawrence

Yellow Business is the online home to Yellow’s digital and print advertising products. Strategy? Completely re-design the existing Yellow Business website, align the look-and-feel with other key Yellow properties and redevelop user journeys to suit our Cautious Beginner and Traditionalist target audiences. Result? A mobile-responsive website packed with over 200 pages of products, articles, videos, website-audit tools, events, news stories and case studies. The new user experience created a highly-focused conversion funnel aimed at giving people the right information they needed to make purchasing […]

Categories: Art direction, Brand development, Copywriting, Digital marketing, Digital strategy, Project management

Yellow Webinars

July 27, 2014 by barnabylawrence

As part of Yellow’s promise to help businesses succeed, I was asked to help set up free educational webinars for our small business customers. Strategy? Find a reliable software solution to use, develop a comms plan to roll out, partner with credible speakers and launch Yellow Webinars to the world. Result? We partnered with Google for the first webinar, teaching businesses about the Path to Purchase (how people search online before buying stuff). Within 48 hours of the invite being sent […]

Categories: Copywriting, Digital marketing, Digital strategy, Direct marketing, Email marketing, Project management, Webinars

SJA Brand Identity

July 15, 2014 by barnabylawrence

My good friend Jason in an enthusiastic beekeeper. So enthusiastic, in fact, that he quit his day job and is now one of the largest suppliers of Manuka honey to Comvita in New Zealand. And what do all big premium companies need? That’d be a logo.. and business cards.. and a website.. oh, and branded vehicles.. and branded sticky tape. Being a beekeeper, Jason didn’t know much about design. So I said I’d help out and introduced him to my other good friend, […]

Categories: Art direction, Brand development, Copywriting, Creative strategy, Project management

Rate & See

April 10, 2014 by barnabylawrence

We recently launched a new feature on yellow.co.nz allowing people to rate and review businesses, and desperately needed some user generated content. The brief was simple – get Kiwis reviewing businesses and improve Yellow’s brand perception along the way. Strategy? Throw a concert with The Black Seeds & Tahuna Breaks where tickets couldn’t be bought, only won. How? You guessed it, by reviewing businesses on yellow.co.nz. Result? Just shy of 10,000 reviews were generated over a six week campaign period, with […]

Categories: Copywriting, Creative strategy, Digital marketing, Digital strategy, Email marketing, Event marketing, Marketing strategy, Project management, Social media marketing

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I Wrapped It My Way

April 10, 2014 by barnabylawrence

The Pond is an award-winning Creative Talent Agency, it helps freelance creative types find work in New Zealand’s advertising, design and digital industries. When I was on board, however, most of its revenue came from the advertising industry alone. The brief was double-edged; connect The Pond with New Zealand’s top design agencies, and find the best freelance graphic designers too. Strategy? Get behind the Best Design Awards as sponsors and launch an online design competition where people had to brand their own MINI. Then promote the […]

Categories: Art direction, Creative strategy, Digital marketing, Digital strategy, Direct marketing, Email marketing, Event marketing, Marketing strategy, Project management

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yellowtoolbox.co.nz

April 10, 2014 by barnabylawrence

Yellow Toolbox was a campaign launched back in 2011. Supported by a microsite, it showcased how Yellow’s digital products helped real NZ businesses succeed. My brief was to rapidly evolve a very basic (and hard-coded) microsite into a fully-fledged content manageable and mobile responsive website that would become home to all of Yellow’s products. Result? A brand-spanking new content-manageable website that works across desktop, tablet and mobile. Fully integrated with Yellow’s CRM system (Sugar), and its social media channels too. My Role? As […]

Categories: Digital strategy, Project management

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Be Your Own Boss

April 10, 2014 by barnabylawrence

Four years after its inception, The Pond was operating at an all time high with talent bookings left, right and centre. It became pretty clear that we needed more talent, and quickly. Brief? Find a way to attract more Art Directors, Copywriters and Designers to represent. Strategy? Position The Pond as a voice of authority by giving best practise advise on being your own boss. We created a booklet to address the top ten freelancing conundrums, then expanded these tips into articles […]

Categories: Art direction, Brand development, Creative strategy, Direct marketing, Event marketing, Marketing strategy, Project management, Social media marketing

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Who’s Your Paddy?

April 10, 2014 by barnabylawrence

The brief was quite straight forward really – boost users and get more reviews on yellow.co.nz. Strategy? Use St Patrick’s Day as a timely excuse and give people a chance to win one of 5 x $500 bar tabs at a place of their choice. Then use a concoction of social media, digital banners, retargeting and eDMs to promote the competition. Result? The two-week campaign generated just short of 350 new users and a whopping 1240 new reviews. The digital banner […]

Categories: Art direction, Copywriting, Creative strategy, Digital marketing, Digital strategy, Email marketing, Marketing strategy, Project management, Social media marketing

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Ca$h Dump

April 10, 2014 by barnabylawrence

A student project as part of my PR degree, I was challenged to raise awareness of New Zealand’s increasing gambling problem. Strategy? Dump $5 million of fake cash at the base of Auckland’s SkyCity casino on Gamble-Free Day to demonstrate how much money is thrown away on gambling in New Zealand every day. Result? The stunt got live TV coverage on One News and 3 News. The story was also covered by the NZ Herald, Stuff.co.nz, Scoop.co.nz, Newstalk ZB, Radio New Zealand, More FM, George […]

Categories: Creative strategy, Event marketing, Project management, Public relations

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