Queensland Advertising bursary helps kick-start my advertising career

Bridget McCulloch

Over the past three years I have studied a Bachelor of Communication, with a Major in Creative Advertising and Minor in Graphic Design at the University of the Sunshine Coast.

Earlier this year, through the university, I was lucky enough to receive the inaugural USC School of Communications Bursary that was funded by Queensland Advertising.

However, rather than just an exchange of money, QA went even further and generously offered me the opportunity to come into the office and experience the day to day operations of a full service advertising agency.

As most of my peers know, work experience is extremely hard to gain within the industry, especially on the Sunshine Coast, so I was ecstatic at the offer and keen to grab the opportunity with both hands!

Three months down the track, the work experience I have now undertaken with Queensland Advertising has been incredible. I’ve worked with their directors and other staff who have guided me through work with real clients, introduced me to numerous industry professionals, and exposed me to endless opportunities.

I have been working with a range of different clients, preparing anything from media releases to marketing plans. I am also helping to run social media accounts for a major Sunshine Coast development which is really exciting.

Through QA’s guidance and support I have been able to apply my knowledge and undertake real work before I’ve even finished my degree. I know this will give me a distinct advantage when I start applying for work.

With graduation quickly approaching, the work experience I have done with QA is a fantastic leverage to find a career within the industry. Not many other students gain the same opportunities so I am extremely thankful for all the support I’ve received.

I am completely inspired by everything I have experienced so far and it has vindicated my decision to pursue a career in advertising. I have very high ambitions for the future and thanks to QA and USC I am well positioned to enter the workforce.

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From Left, Peppi Bueti, Bridget McCulloch, Roger Delaney

QA helped turn a humble iPhone case from Cairns into an international seller

It all started in far north Queensland when a team of Aussies discovered a need in the market for a sturdy product that would protect the iPhone, but not just any old case!

The team at Indepth Cases designed an iPhone case that was waterproof, shockproof and dustproof. The case is perfect for tradesmen, miners, water lovers and those with an active outdoors lifestyle.

The Indepth Case allows your phone to be completely waterproof and fully functional underwater, allowing you to take underwater photos.

QA helped launch the product across Australia with an advertising plan that incorporated a limited budget with highly targeted TV placement. The initial strategy focussed on the cheaper option of digital tv, in particular ONE HD which is already a channel highly targeted to males, sports lovers and fishing enthusiasts.

After just one month on air Indepth Cases had launched their way into the marketplace, online sales had gone through the roof and fishing store stockists were getting a fantastic result.

Indepth Cases have now evolved over time with added features and accessories including a belt clip, bottle opener, floater accessory, mounting clip and more female friendly colour options (pink of course).

With everyone moving over to the iPhone as the preferred phone choice this was definitely the right market to get into. Indepth Cases have continued on a long-term advertising campaign across all states of Australia in only the highest targeted programming designed to reach the core market of outdoor, water and sports lovers.

Steady sales and increasing popularity has allowed Indepth to break into the international market, first with a TV advertising campaign in New Zealand, followed by an American campaign on the Outdoor Channel broadcasting to a reach of almost 40 million viewers.

Indepth Cases is a great example that advertising on a small budget isn’t a barrier to achieving results. QA look at all aspects of your business and devise powerful long term strategies to help you achieve growth and success, based on high level research, ratings, consumer behaviour and a thorough understanding of your product.

If you would like to launch your new product or company contact QA and we can help you achieve results.

Agencies can make an impression with your budget

As 2013 is coming to an end marketers and business owners are making plans for next year, particularly on their advertising and marketing budget and which agency can provide independent and ultimately the most effective advice on how to spend that budget.

Previously, an effective marketing campaign would use two or three media channels. Today, this has jumped to an average of seven channels such as print, tv, outdoor, radio, PR and a smorgasbord of digital options. Media agencies can determine the right mix of these channels to both suit your brand and your budget.

The main kinds of media to get a company’s message across include the following:

• Paid (once the traditional) – tv, radio, print.

• Owned – the brand’s own website, Facebook, twitter, blog etc.

• Earned – word of mouth, PR.

In 2013 the fastest growing media is owned; Facebook, Twitter, blog etc. Although all of these channels are free, they cost money to set up, maintain and to create worthy content.

So what is the right combination you ask? First you must ask what are you trying to solve, and second, if consumer does ‘x’ now, what do you want them to do in the future?

Only by identifying these questions can you decide how to split your budget amongst the appropriate channels.

Agencies like Queensland Advertising speciliase in determining the most effective media channel mix. We have on our team specialists in the fields of media, digital and PR to strategically plan your split between paid, owned and earned media.

With the full suite of specialist communications disciplines to tap into, an agency can provide you as a marketer or business owner the benefits of our expertise to ultimately create brand awareness and sales for your business.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

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