VICSCREEN
I manage all social media and content for VicScreen (previously Film Victoria), leading our social media marketing strategy and community engagement.
As Content & Digital Marketing Producer, I handle the day-to-day digital channels of VicScreen, generate and present reports, and produce content for web, social media, video, eComms and more.
2021—2023
HIGHLIGHTS
I was responsible for VicScreen’s record-breaking engagement on Instagram and LinkedIn.
Joining VicScreen in early 2021, I made it my mission to grow the organisation’s presence on Instagram and LinkedIn.
Focusing on creating meaningful content and connecting with followers on Instagram, my organic social media work alone led to a 74.4% increase YoY in total engagements.
LinkedIn also benefited from this organic social media strategy, with an increase of 99.7% YoY in total engagements thanks to regular, meaningful posting and conversation.
In addition, my work led to substantial increases in total impressions—Instagram saw a 404.7% increase YoY in total impressions and LinkedIn likewise, at a jump of 300.4%.
I have a proven track record of growing audiences, with VicScreen as no exception.
Between 2021—2022, I cultivated new followers for VicScreen’s social media channels.
This included a 36.7% increase YoY in total followers on Instagram and a 24.6% increase YoY in total followers on LinkedIn, echoing increases in engagement and impressions.
In a year where users were down for the first time in Meta’s history, VicScreen’s Facebook went against this trend and saw a 13.1% increase YoY in total followers.
I led the content roll-out of VicScreen’s rebrand from Film Victoria.
In early 2022, Film Victoria evolved into VicScreen, marking a new chapter for Victoria’s screen industry.
As part of the rebrand campaign, I was responsible for leading the roll-out of all video, web and content. Dealing with multiple internal and external stakeholders, vendors, and creatives, I managed multiple moving parts of the brand campaign.
This included the redesign of the website and email templates, the production of new brand trailers, and the social media strategy around launch.
I manage all of VicScreen’s social and digital channels, and introduced reporting tools and benchmarks.
I manage all of VicScreens’ social and digital channels. From a monthly newsletter to lead generation emails, to rolling out new funding opportunities on the website, I bolster continuously support the organisation and larger marketing activity.
In early 2022, I helped introduce social scheduling and reporting tool Sprout Social, and created VicScreen’s first-ever social media benchmarks.
I cleaned up VicScreen’s email databases, empowering targeted communication.
In 2022, I organised VicScreen’s email databases on Mailchimp.
Through implementing tags, groups, and double opt-ins, the newsletter has jumped from an average open rate of 35% to 60%.
I created engaging blog content that had people clicking (and reading).
Taking responsibility for the VicScreen news blog, I publish and edit regular content on the website.
Engaging readers, 2021—2022 saw a 97.1% YoY increase in page views on the blog and an increase of 12.8% in total time on page. That means more readers landed on the blog than ever before—and stayed there.
The period also saw a 98.4% increase in unique page views, meaning the VicScreen blog was reaching thousands of new, first-time readers.
VIDEO PRODUCTION
EDITORIAL
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WAYWARD STRAND PUTS EMPATHY FIRST
The initial idea behind Wayward Strand started with a clear vision of setting—the team wanted to tell stories about aged care and older people, but through mindful storytelling and player experiences.
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HOW ALICE ZHAO GOT HER BREAK INTO THE SCREEN INDUSTRY
From Clickbait to La Brea, Alice Zhao reflects on the opportunities and skills that being a part of Film Victoria's Professional Attachments Program gave her.
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MELBOURNE VFX STUDIOS RAISE THE BAR IN MARVEL HIT SHANG-CHI
Award-winning Melbourne VFX studios Luma Pictures and Method Studios share what it was like to work on the new Marvel blockbuster, Shang-Chi.
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MEET THE CREATORS OF WE ARE SEXUAL BEINGS
Filmmakers Isaac Elliott and Lucy Knox created We Are Sexual Beings to produce the kind of documentary they wanted to watch themselves.
PHOTOGRAPHY
