[ Welcome ]

Hello, I'm Tony Wilson. I am a skilled communicator, strategic thinker, and effective leader. In this portfolio, you'll find examples of my recent work in writing and editing, video production, web development, and publishing.

[ Projects ]

Blog

Created for : Conversify

Purpose: Thought Leadership, SEO

Deliverables: Copy and social assets

Challenge

Conversify was a mail house seeking to establish itself as a direct marketing agency.

Solution

I recommended a content-led rebranding strategy comprising industry engagement via speaking opportunities and thought leadership via blog posts with viewership delivered via paid search and social.

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Web Development

Created for : Tranex Roads and Traffic

Purpose: Branding, e-commerce, position

Deliverables: IA, wireframes, WP dev, Woo Comerce

Challenge

The website the business was running when acquired by my client was dated, parochial, unstable and unfit for e-commerce.

Solution

The site was rebuilt in stages that addressed the critical shortcomings first while allowing momentum of the business to be maintained. Deliverables were an IA aligned with USP for the nationally scaled brand, WP development of new home page incorporating product search and video assets, implementation of Woo Commerce platform, SEO for product profiles.

Created for : Tranex Roads and Traffic

Purpose: Brand position

Deliverables: Video assets

Video Production

Challenge

Tranex had premium products in what is primarily a commodity market. They needed a way to help customers understand and value their points of difference, most particularly inclusivity.

Solution

Working with a creative agency I delivered a video that showcased innovative products in a way that that also worked to position the brand outside the commodity norm for the category.

My role is best described as executive producer in that I recommended and managed an agency partner, worked to refine concepts for presentation to internal decision makers, supervised production and managed timelines and budget.

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Reports and Publications

Created for : Customology

Purpose: Branding, thought leadership, business development

Deliverables: Project manangement, PR, writing and editing, supplier manageent

Challenge

Customology had published a previous iteration of the Unspoken Customer research report to establish thought leadership to support business development.

Solution

My role was to project manage delivery of the updated research report, oversee a PR agency in generating media interest and source speaking opportunities.

Blog

Challenge

Conversify wanted to reposition its brand from mail house to direct marketing agency.

Solution

I recommended a content-led brand strategy that demonstrated the depth of their knowledege and plausible claim to thought leadership. As well as buiding profile through speaking opportunities the strategy included a series of blog posts with viewership delivered via paid social and search.

Want increased digital ROI?

There is no doubt that the emergence of a variety of digital channels has revolutionised marketing communications and the impact of this change is overwhelmingly positive. When executed well digital marketing delivers targeted, cost-effective and measurable campaigns and consumers benefit from offers that are relevant and personalised. The downside of digital is that everyone is doing it. With brands all running similar campaigns across similar platforms, consumers are drowning in a sea of indistinguishable messages and generic offers and opportunities to cut through and stand out are rare. Faced with this challenge the temptation is to colonise yet another digital platform (Tik Tok anyone?) or ramp up EDM campaign cadence in ever more frantic and futile attempts to garner attention. But this just adds to the digital clutter and compounds the problem. What marketers need most is a way to cut through and connect with consumers and fortunately the solution is at hand – literally. Direct mail, often neglected and forgotten amid the digital marketing hype, provides a robust, proven ability to find new customers in ways that can massively amplify the ROI of digital marketing – we’re talking about an ROI multiplier of 10x compared to using digital marketing exclusively. A 2020 research study(1) by consulting firm Accenture identified three attributes of mail that digital alone cannot match: trust, tactility and affirmation. Printed information delivered to the letterbox is perceived as more trustworthy than its electronic equivalents, is more likely to be opened and more likely to drive a direct response. Mail is tactile. It’s the touchpoint you can actually touch. When done well, it engages the senses which increases both message/brand recall and intention to act. Its tangibility gives it an extended shelf life within the household – 14 days or longer is common – and it is often shared with others. Receiving mail makes consumers feel more valued. They appreciate the additional time and effort required to create and send a printed piece and this is especially true for millennials who seldom receive items in the post. Conversify General Manager and Chief Conversationalist Sarah Hussey said her business specialised in using direct mail to support and enhance clients’ digital marketing efforts to acquire new customers. “We work with a number of businesses in the travel sector which has been hit especially hard by COVID-19. We were able to design and deliver an integrated direct marketing campaign for one travel client that delivered $7 million in bookings compared to $700 000 when using digital channels exclusively.” See case study here In order to allow more businesses to easily integrate mail into their marketing mix, Conversify has launched – a mail-driven customer acquisition product that can deliver new customer opportunities for as little as $0.50c per household. “MarketFinda uses sophisticated profiling tools to identify clusters of households or businesses that match our clients’ ideal buyer personas,” said Sarah. “We then work with our clients to create tangible and engaging mail packs and leverage the trustworthiness and reliability of mailbox delivery to ensure they are delivered and opened.” She said Conversify had seen this approach deliver results across a range of industry sectors and in both commercial and not-for-profit enterprises. “We know this works and we are excited about the potential for MarketFinda to make this opportunity available for businesses and NFP enterprises across Australia.” We’d love to talk with you about how can supercharge your digital ROI and help you get the jump on your competitors. To start the conversation, Click here to contact us Or call 1300 963 342 Email hello@conversify.com.au 1 Accenture. 2020. Mail’s role on the digital age: reevaluating the role of mail in the multi-channel communications mix

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Interactive direct mail – the omnichannel game changer

The long-awaited reopening of local and international borders has sparked a marketing frenzy by travel industry brands with massively increased competition for the attention of potential travel customers. Zenith Media(1) has forecast growth in 2022 of 36% in travel industry advertising spend, twice the rate of growth for the ad market as a whole. And this increased marketing investment will be concentrated in digital channels which will comprise 61% of budgets, up from 54% in 2021. Conversify General Manager Sarah Hussey said this post-COVID travel market re-engagement would inevitably be subject to the law of diminishing returns. “As digital message volumes ramp up, effectiveness declines, mostly due to consumer fatigue navigating the deluge.” ”A lot of money will be spent and unfortunately much of that will be wasted on digital messaging that consumers ignore.” She said she had seen a trend in which astute travel marketers were hedging their digital bets with strategic use of off-line channels. “Digital is great because it’s low-cost and measurable. But what happens when the data tells you your audience has tuned out?” “Some of our clients are using interactive direct mail to get customer’s attention and bring them back into the digital fold.” The engagement rates for well-executed mail packs are streets ahead of email. Direct mail cuts through the clutter and has a proven ability to trigger online behaviour – scan a QR code to navigate to a PURL, launch an augmented reality asset, redeem an offer. “At Conversify we are big believers in digital-first marketing, with the caveat that performance has to be carefully tracked.” “If email alone isn’t getting the job done, travel marketers need to be willing and able to pivot to alternative channels. It’s not about replacing digital or competing with it – It’s about an integrated omnichannel approach that allows brands to get the maximum bang for their digital buck by letting each channel do what it does best. Direct mail comes into its own in crowded and noisy digital marketplaces. Because it’s under-utilised there is a novelty in receiving a tangible, personalized mail pack. “If it’s in your letterbox and has your name on it you are going to look at it. Contrast this to your email inbox where promotional emails are filtered into their own folder where they are destined to remain unopened and unloved. A well crafted mailer gives consumers a reason to re-engage with your digital marketing program. It’s like an insurance policy for digital campaigns. “No matter how good your digital program is there is inevitably a proportion of your audience that is under-engaged with the brand. Direct mail activates this segment, amplifies engagement and grows the pool of people who are ready to buy. It turns contacts into customers.”

How to avoid spiralling costs for
digital marketing

Paying more and getting less has become the new normal for digital marketers trying to find customers. Conservative estimates say digital cost-per-acquisition has increased at least 50% in the past 5 years. This trend was driven by greater competition for online eyeballs as more and more businesses transitioned to digital marketing and accelerated massively as the COVID-19 pandemic effectively eliminated bricks and mortar options for consumers. Many businesses who were early adopters of digital marketing benefited from the low cost of digital relative to traditional advertising channels but those days are over, never to return. These days most digital marketers are facing a double whammy of increasing costs and decreasing effectiveness. Paying more for less is the new normal. To make matters worse access to consumers is being restricted by the demise of third-party data, email opt-outs and do-not-call registers. The net effect of these trends is to make customer acquisition more challenging than its ever been with some businesses and categories effectively priced out of the market. In this context savvy marketers are re-assessing the customer acquisition potential of offline communication channels previously abandoned as too expensive during the digital gold rush. Direct mail, to give just one example, is now a much more attractive proposition. The particular benefits of DM are well established and it has never truly gone away. rather it became a niche channel for particular industry segments as it was hard to justify the cost of printing and postage relative to sending an email for practically nothing. When faced with rising costs and falling effectiveness of digital channels the proven ability of DM to engage customers and prompt action becomes a much more attractive proposition. Engaging – well executed direct mail massively outperforms email in open rates and conversions. It’s the touch point you can actually touch and this tactile quality makes it much more memorable and likely to lead to conversion. Cut-through – If it’s in your letterbox and has your name on it you are going to look at it. Contrast this to your email inbox where promotional emails are filtered into their own folder where they are destined to remain unopened and unloved. Reach – Every household and business in Australia has a mailing address with no equivalent to opt-out or DNC. Trackable – Digitally integrated print provides robust performance data via QR codes and personalised URLs. Affordable – production values and costs can be dialled up or down relative to your life-time customer value Conversify are experts in using direct mail to find new customers both on its own and as part of multi-channel campaigns. Our proprietary Marketfinda customer acquisition system is the key to our success. We work with you to design and execute Marketfinda campaigns that align with your growth goals. Through our strategic partnerships with data wholesalers we are able to source the freshest, highest quality contact data in Australia. These data sets are segmentable on an almost infinite matrix of variables. This sophisticated targeting greatly increases the effectiveness of Marketfinda campaigns, eliminating waste and driving up ROI. If you want an alternative to the digital marketing arms race with its law of diminishing returns, if you want to pay less and get more, then Marketfinda is exactly what you’re looking for. Contact us today because if you don’t you can be almost certain your competitors will

Let's Get Phygital!

Headbands and leg warmers have seen their day and thankfully so have bone-headed arguments about the relative merits of digital marketing compared to offline channels. Savvy marketers are reaping the rewards of an omni-channel strategy where every touch point and brand experience is keyed in to the customer and where they are on their path to purchase or repurchase. This unification of physical and digital has spawned its own buzz word – Phygital. If omnichannel hasn’t been on your radar then 2022 is definitely the year to get phygital. The power of phygital is nowhere more clear than in data-driven integration of digital and direct mail. Conversify is seeing a resurgence of brands reconsidering the proven marketing channel of direct mail. They recognise the benefits and returns of direct mail like the ability to re-engage customers in a memorable and actionable way as well as increase customer interactivity with brands. It’s no surprise that this marketing channel is seeing surge in uptake as the modern direct mail campaign is more effective than ever and now can be digitally interactive allowing you to access real-time data metrics, move customers along the path to purchase more quickly and convert higher quality of customers and increase brand loyalty. So what do the 2022 trends look like? In an article by Erik Koenig, he explored how direct mail marketing is now focussing on three key areas: Sophisticated Targeting, Personalisation & Relevance and of course Multichannel Experience. Sophisticated Targeting, or as we refer to it, data segmentation, is the strongest driver for any successful direct marketing campaign. As Koenig says, The right message, at the right time, hand-delivered to the right person is a truly valuable connection. Conversify has been working with our customers in 2021 on driving the importance of data segmentation and messaging. Working closely with Mercy Super, they have delivered a fantastic campaign that highlights how well this can be achieved. Take a look at Mercy Super’s health check here Personalisation is key! We all know receiving mail with our name printed on it catches our attention. We stop, read and then take action. Why? It is personal to us. Personalisation and relevance within a marketing campaign is no different. It is becoming increasingly important to personalise your campaign to your customers, and did you know, they expect it too! Digital printing makes mass-customisation of direct mail a viable strategy. Leveraging real-time customer data to trigger personalised DM that doesn’t just address customers by name, but demonstrates awareness of their needs, preferences and experiences with the brand. Treating them as individuals reaps the rewards long term for your brand and contributes directly to the bottom line. So what are you waiting for? Bust out those leg warmers and get phygital.

Web Redevelopment

WebDev

Challenge

The website in place when my client acquired Tranex and scaled it in to a national business was unfit for purpose. Apart from design and performance issues it was not configured for e-commerce and online sales.

Solution

I recommended a complete overhaul of the site including information architecture, look and feel, branding and implementation of an e-commerce platform. Some of these changes can be seen in the before and after comparison below.

Video Production

Challenge

Tranex had premium products in what is primarily a commodity market. They needed a way to help customers understand and value their points of difference, most particularly inclusivity.

Solution

Working with a creative agency I delivered a video that showcased innovative products in a way that that also worked to position the brand outside the commodity norm for the category. My role is best described as executive producer in that I recommended and managed an agency partner, worked to refine concepts for presentation to internal decision makers, supervised production and managed timelines and budget.

Publication

Publication

Challenge

Customology had published a previous iteration of the Unspoken Customer research report to establish thought leadership to support business development.

Solution

My role was to project manage delivery of the updated research report, oversee a PR agency in generating media interest and source speaking opportunities.

Tony's Resume

Resume

Tony Wilson Resume (1.2mb)

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[ Summary ]

With 30 years of experience in marketing and communications, I've progressed from a cadet journalist to a decade-long position as Director of Communications and CMO for a billion-dollar enterprise. In that role, I championed digital transformation and honed my skills in inspiring teams and effectively managing resources. Following that, I launched a successful consulting practice, which was ultimately impacted by the COVID-19 pandemic. In 2021, I joined the GJI group of companies, expanding my expertise to include B2B and performance marketing. Most recently, I have delivered improvement projects for a number of clients. These include a three-month engagement with Brismark, where I focused on services marketing and stakeholder relations and an operational review for GI Media. I'm now looking for a role that blends my strengths in strategic analysis and advising with the hands-on delivery that first attracted me to this field.

[ Skills ]

Communication strategy
Staff engagement
Client relationships
Digital marketing

Brand management
Marketing automation
Stakeholder engagement
Media relations

Issues management
Crisis communications
Digital strategy
Campaign management

[ Work History ]

General Manager - Operations at GI Media

November 2024 - January 2025 (3 months)

Review and improve operations and provide. strategic advice on scaling GI Media's digital assets.

Senior Communications and Engagement Executive at Brismark

June 2024 - September 2024 (3 months)

Review and improve services marketing. Review and make recommendations for marketing automation.

Develop a stakeholder engagement strategy

Group Marketing and Brand Specialist at GJI Group

Apr 2021 - February 2024 (2 years 10 months)

Internal consultant and advisor to the owners and general managers of a portfolio of B2B brands. Key focus on brand architecture and strategy, performance marketing, digital strategy, supplier management.

Director at Tony Wilson Communication Strategy

Jan 2017 - Mar 2021 (4 years 3 months)

Consulting practice specialising in communication strategy, digital and organisational transformation

Executive Director, Marketing and Communication at QUT

Jun 2007 - Dec 2016 (9 years 7 months)

Senior Executive leadership role comprising Chief Marketing Officer and Director of Communications responsibilities. 60+staff. Accountabilities across a portfolio including strategic planning, brand stewardship, customer acquisition and retention, website, digital marketing, marketing services, media relations, issues management and crisis communication.

Associate Director, Marketing and Communication at QUT

Apr 2001 - Jun 2007 (6 years 3 months)

Senior management role. Portfolio included advertising and brand, marketing services, agency relationship management

External Relations Manager at QUT (Northern CorrIdor Development)

Jan 2000 - Apr 2001 (1 year 4 months)

External relations, Stakeholder engagement, Community consultation, Government relations

Student Recruitment Manager at QUT

Jul 1997 - Jan 2000 (2 years 7 months)

Oversee domestic student recruitment program (publications, external relations, events), Manage multi-disciplinary team, Manage stakeholder relationships

Media Manager at QUT

May 1995 - Jul 1997 (2 years 3 months)

Develop engaging and newsworthy content for a variety of external audiences including news media. Deliver media training and coach senior execs. Manage media relationships for issues and crises.

Communications Officer at Queensland Govt

Nov 1992 - May 1995 (2 years 7 months)

Media and communications roles for a range of Queensland Govt agencies including TAFE Queensland and the Department of Communities

Journalist at Central Highlands Observer (Emerald)

Feb 1992 - Nov 1992 (10 months)

Journalist and sub editor for a weekly regional newspaper

[ Licenses ]

Qld Drivers Licence

Class: C. Type: Open