Professional Portfolio

Devon Nicholl graduated from Emmaus College in the Eastern Suburbs of Melbourne and attended Swinburne University when he was studying for his double degree in Public Relations and Media Studies. With a definite addiction to both coffee and tea, he is currently waltzing through working full time as a Marketing & Business Development Coordinator as well as completing the last Semester of his Master Degree in Communication & Public Relations at the RMIT University.

Current Position:Marketing & Business Development CoordinatorComfort Sleep Bedding Company

Vocational Communication & Public Relations Advisor PapaerGram Collective

Highest QualificationGraduate Diploma (Communication & Public Relations)Royal Melbourne Institute of Technology

Double Bachelor Degree in Public Relations (Social Science) & Media Studies (Communication)Swinburne University of Technology

International Professional AssociationStandard Membership & Accreditation Public Relations Institute of Australia, Melbourne Division

Other LanguagesCantonese, Native ProficiencyMandarin, Professional Proficiency

Story Telling A good campaign is when the individual elements are made stupendously. An excellent campaign is when the stupendously made elements working seamlessly together to deliver one single objective. With my projects, I always define an easy to understand storyline tailored to our target audiences and utilize the different communication

tools available to tell and paint that story. “The Quality of contents does not define effectiveness, how it is delivered does”.

My Core ApproachesQuantifiable Analysis

Prior to the planning and executing of any projects, I will always look for quantifiable and reputable information to form the basis of my planning and strategy. “An arrow is best shot only if you know the wind”

Solution Focus Imagination goes wild and sometimes it could get you lost. With an emphasis on solution building, I can always best utilize my time and company resources in the deliv-

ery of both the project outcome as well as the organization’s core objectives. “Imagination is your best vehicle and a disciplined mind is your best navigation”.

Creative Thinking Situations arise and the doctrine of precedence doesn’t always help. When I am confronted with a seemingly unsurpassable obstacle, I will always seek a creative way to

turn the problem into an opportunity. “You cannot stop the waves, but you can certainly learn how to surf ”.

Collaborative TeamworkRecognising I am both young and mortal (haha!), I cannot possibly know or learn everything there is to learn and know. A superb project planning and execution re-

quires the detailed eyes and the juicy brain of many different professionals and thus I always embrace productive and collaborative teamwork. “A man can build a hut an army could build a fortress”.

Professional Adaptability Fresh out of University, I was only equipped with the theoretical knowledge in Communication. However, as I develop professionally, I began equipping myself with various practical knowledge on different design software including Indesign and Illustrators as well as Online Content Management Systems such as PowerEdit and

Wordpress Based CMS. “You never cease to learn. Not even when you are one day from your retirement”.

My Key Expertise

Social Media & SEO Management I am responsible for the drafting and execution for the various social media strategies for our different brands including UK’s Mattress Superbrand Silentnight. I am responsible for drafting, creating and implementing various social media content calendars as well as online promotions for various brands. I am also responsible for the coordinating of senior content designers and SEO specialist for various high-level content design and SEO optimization.

Business & Strategy Development I am responsible for the planning & executing for various CSB business development plans as well as the brand management of the UK super-brand Silentnight in Australia. I am also responsible for the drafting and execution for different promotional calendars for different clients. I was also responsible for various communication campaigns & stra-tegic planning in Papergram, EscapeRoom and Amnesty International. I was also responsible for contributing to the Media Crisis Plan for the Victorian Building Authority.

Digital & Product Design I am responsible for using Adobe Illustrator and InDesign to design, draft and create online and print contents (both visual and text) such as Point of Sales Design, online & offline contents. I am also responsible for the designing of the information packages for our chain retail stores, major business clients such as Crown Casino and to the general public.

Marketing Collaterals & Talent CoordinationI am responsible for the roll out of marketing collaterals for all our new ranges of products. I am also responsible for coordinating different external consultants and suppliers as well as internal departments when a new range or a new campaign is rolling out. I was also responsible for the coordination and execution of the various marketing collaterals including a launch media kits for EscapeRoom Australia.

Marketing AnalysisI am responsible for the collection and the analysis on various social media data for the Silentnight Australia. I am also responsible for a weekly marketing report delivered to the Director of Sales as well as a monthly report to the Sales team. I am also responsible in working with the Sales team in the identification of potential markets and competi-tor development.

Brand Awareness & Media Buying Management I am responsible for the drafting, designing, and the execution of various core strategies for branding including Silentnight Australia and CSB. I am responsible for the media buying and advertisement selection for CSB as well as ad design and media relations. I was also responsible for designing and implementing the core brand strategy for Escap-eRoom Australia and PaperGram Collective.

Project Activation & Roll OutI am responsible for the coordination and execution for various product displays, trade shows, stalls and promotional booth for CSB as well as for PaperGram, EscapeRoom, and Amnesty International. I am also responsible for the execution for the Silentnight website as well as the coordination for the Reverie Australia website.

Silentnight Australia

Portfolio Overview A brand with over 70 years’ experience as the UK’s leading bedding and mattress manufacturer, we have made it our mission to help everyone find their perfect sleep solution.

A superbrand in the UK and worldwide, Silentnight is one of the most recognized international brands in the bed industry.

Silentnight’s core ambition is to manufacture quality products to provide families with a great night’s sleep.

To achieve this, in conjunction with a commitment to product research, a dedicated marketing execution team is formed to support the marketing and communication needs of the brand for the Australian operation.

The marketing team is responsible for online social media contents and SEO to digital promotions and marketing collaterals for retailer clients. The marketing team is also responsible for various promotional design as well as significant involvement in product development.

I am the principle brand executor of the Silentnight Brand from May 2016 - Present.

The execution team also includes a website designer, an SEO specialist, and a blog content specialist.

www.silentnight.com.au

Website Planning & ExecutionThe website provides both useful information about the brand as well as entertaining blog posts about sleep for those interested.

In-depth product pages are offered for those interested in knowing the various products Silentnight offers.

A dynamically updated blog spot, ‘Sleep Matters’, is implemented to provide our audiences with different sleep tips and useful information about sleep as well as to increase our website’s SEO relevance and Google Authorship Authority.

Links to our social media are included to increase medium intertextuality between platforms and an easy-to-navigate ‘find a retailer’ page is provided to maximize conversation from online browsing to in-store visit.

#SleepMatters CampaignVarious campaigns were executed to increase the exposure, engagement, and conversation of Silentnight social media.

This is an example of an exposure & awareness campaign.

In preparation for our Xmas and New Year online promotional campaigns, we have identified a need to increase the size of our audiences leading up to the end of the year.

A promotional campaign revolved around quirky, easy to like fun facts was executed.

A total of 8.8K exposure was achieved with a total budget of $30.98 and an average of $0.047cpc was achieved for the entire campaign.

Brand & Reputation ManagementSilentnight Australia includes three core ranges for the Australian marketing: Classic Choice, SilentPockets Series & The Diamond Collection.

Based on the current demand of the Australian Market, the focus for the Silentnight brand for 2016 - 17 will be the Silentnight Pocket Series and The Diamond Collection.

To maximize our marketing effort as well as minimize conflicts between the two ranges, a separate story where given to each range.

Focusing on family, the SilentPockets is a healthy, durable, comfortable and playful mattress designed for the dynamic use of a typical, active family.

Focusing on lifestyle, The Diamond Collection is a luxurious, elegant and esteem mattress designed for those who make comfort, luxury.

Each of their storylines are then manifested through various communication tools such as content language, visuals & imagery, copywriting, retail staff training and promotional devices.

SilentPockects - London The Diamond Collection

Examples of Marketing CollateralsExerts from Generic Silentnight Booklet Standard Rollup Banners

In Store Setup

Silentpocket London1000

EUROPEAN MADE HIGH COIL COUNT SLEEP SYSTEM

360O WALL SURROUND TECHNOLOGY

PROGRESSIVE COMFORT TECHNOLOGY

BODY MOULDING COOL GEL MEMORY FOAM

OPEN CELL FORMULA FOR OPTIMUM AIRFLOW

ULTRA-PREMIUM MADE LUXURY FABRIC

GECA CERTIFIED FOAM

www.silentnight.com.au

Si len tpocket

NOTES:

YEARGUARANTEE

Silentpocket OXFORD2000

EUROPEAN 2000 POCKET COIL SYSTEM

EUROPEAN DUAL SLEEP SYSTEM

BREATHABLE COOLEX COMFORT LAYER

360O WALL SURROUND TECHNOLOGY

BODY MOULDING COOL GEL MEMORY FOAM

OPEN CELL FORMULA FOR OPTIMUM AIRFLOW

ULTRA-PREMIUM MADE LUXURY FABRIC

GECA CERTIFIED COMFORT FOAM

NOTES:

www.silentnight.com.au

YEARGUARANTEE

A5 Product Tearaway Booklets

The Dormitex Series

Portfolio Overview

Comfort Sleep Bedding Company often design an exclusive range of our major clients.

From the very architecture of the mattress to the marketing strategy for the range, each design is unique in every aspect from other product CSB offers.

I was tasked as the sole strategist and executor of the Dormitex range when it was revamped.

Consist of five core mattress options, the Dormitex Series provides a wide range of option that could accommodate the needs and wants of a variety of markets.

Designed for the Furniture House Group, they are a buying group with 20+ rural stores across Australia.

The older clients of their stores are generally technological reluctant with a heavy emphasis on features, values, and options. They are also generally more willingly to rely on the opinions and information given by the store’s sales representative.

With the store’s needs and wants in mind, I have forgone the company’s usual approach in launching a new range, and instead, I have designed a marketing strategy that is tailored to the stores and their customers.

Innovation. Technology. Luxury.

www.dormitex.com.au

PROUDLY AUSTRALIAN MADEAND OWNED SINCE 1981

2011 2012 2013 2015 2016

AUSTRALIAN FURNITURE INDUSTRYAWARD WINNER EXCELLENCE IN A SLEEP SET

Furniture House Group Trade Show 2016Showcasing the Dormitex Series as well as 13 additional mattresses, I was in charge of the design, execution, logistics, set up and display during the FHG Trade Show.

Each range is equipped with their unique set of POS (Point of Sales) and was strategically placed throughout the show to maximize exposure effectiveness.

In addition, CSB branded collaterals such as company information booklets, tear drop flags and roll-up banners were placed to increase the company’s authority and presence over the displaying domain.

Innovation. Technology. Luxury.

www.dormitex.com.au

PROUDLY AUSTRALIAN MADEAND OWNED SINCE 1981

2011 2012 2013 2015 2016

AUSTRALIAN FURNITURE INDUSTRYAWARD WINNER EXCELLENCE IN A SLEEP SET

Standard Rollup Banners

Standard Mattress Foot Protector

Pillow Cases for the Premium Range(Silhouette)

Pillow Cases for the Upper Ranges(Horizon, Vista)

Pillow Cases for the Basic Ranges(Summit, Classic)

Graphic & POS Design Being fully in charge of the Dormitex Series, I was also responsible for the various graphical design and the design for various POS elements.

A typical rollout for a major client such as the Furniture House Group would involve a roll-up banner design, a foot protector design, range specific information sheets and custom designed pillow cases.

Vista Info Sheet (A) Vista Info Sheet (B)

Detailed ProductTraining Guide

Strategic Promotion Scheduling

To maximize the chance of a successful launch, I was also responsible for the brainstorming of a promotional calendar appropriate for the Dormitex Series.

The promotional cycle is done in a creative and opportunistic manner, taking into considerations the environment and the timing of each of the promotional periods.

For example, November is the last month for Furniture House Group to order mattresses before the cutoff day and thus we offer a bulk buying discount.

With December and January being the strongest buying month for our market, we offer an incentive program to persuade floor staff to promote our range instead of any alternative brands.

With February being one of our quieter months, we offer the retailers an opportunity to replenish their stock as well as getting ready for the Easter Peak.

And with the holiday spirit once again approaching, we offer a getaway incentive for the staff to enjoy during their Easter break.

Comfort Sleep Bedding

Portfolio Overview As my current primary employer, I am also tasked with the coordination and management of the CSB branding and marketing strategy.

From major retail chains such as Beds n’ Dreams and BevMark to Major hotel resorts such as Crown Casino and Jupiter Hotel to the hundreds of small to medium suburban and rural stores across Australia, CSB has over 300 different clients in extremely different fields, size, and market.

As CSB grows, we have also begun identifying our key areas of growth and we have identified three major segments of our market.

This portfolio will only focus on one of the three segment CSB will be focusing on in 2016-17.

ORGANIZATIONAL-COMMUNICATION STRATEGY FOR 2017 – 18

OVERVIEW The purpose of this brief is to outline the organizational & marketing objectives of CSB 2017-18 and the proposed methodologies in achieving them. MISSION STATEMENT “To become one of Australia’s leading resort & commercial supplier in luxurious, award winning mattress” CORE ORGANIZATIONAL OBJECTIVES

1. To increase the price point of the product we offer to our existing & potential clients 2. To increase the volume our existing client will order in a single purchase 3. To establish a notable reputation to our key audiences both online & offline 4. To establish a driving authority to our existing and future clients

KEY AUDIENCES

- Existing Large Accounts Clients - Existing Chain Retailor Clients - Potential Large Account Clients

- Potential Chain Retailor Clients - Hotel/ Resort/ Commercial Clients - Potential Oversea Licensee/ Exports

CORE MARKETING STRATEGY Following a four stage process, we will first focus on the exposure CSB to our key audiences both online and offline to ensure the visibility of our company. Once a consistent exposure is established, we will instil authority to both online and offline to ensure the significance and impact of our brand. Once both exposure and authority is established, we can increase volume through promotion and incentive as well as value through the worth of our branding we have established through exposure and authority. KEY TACTICS Online – Social Media & SEO Online – Google Authorship & Targeted Ads. Offline – CSB Specific Branding Exercises

Offline – Key Audiences Rapport Exercises Internal – Strategic Product Offering Internal – Further staff training

PROPOSED TIMELINE MAR -

APR APR - MAY

MAY – JUN

JUN – JUL

JUL – AUG

AUG – SEP

SEP – OCT

OCT - NOV

NOV - DEC

DEC - JAN

EXPOSURE XXX XXX XX X X X

AUTHORITY XXX XXX XX X XX XX X XX XX

VALUE X XX XXX XXX XXX XXX XX XX X VOLUME X XX XXX XXX XXX XXX XXX XX

SUCCESS MESSUREMENT

1. Have we successfully increased the average price point of our product offers? 2. Have we successfully increased the volume of order from our existing clients? 3. Have we successfully communicated to our key target audiences? 4. Have we successfully established our desired branding outcomes to our key audiences? 5. Have we successfully established a notable exposure as well as a driving authority both

online and offline as a leading supplier in luxurious beds? 6. Have we successfully acquire/ expand our current business portfolio outlined on the key

audiences above? RESOURCE ALLOCATION The amount of resources should be allocated based on the revenue/ margin from the clients.

Business Growth Plan for 2016-17

High-Level Business Development As part of the business development plan for 2016-17, I was tasked to propose the growth plan for 2016-17 from the Marketing’s perspective.

Using various sales data as the foundation, I proposed a four-stage plan with the objective of increasing company profitability through sustainable growths.

On the left is a one-page executive brief for the overall Marketing & Sales growth plan for 2016-17.

Brand Awareness through POS

Foor Protector (B)

Foor Protector (BK)

Generic A4 Info Sheet (BK)

In Store Lightbox DisplayAustralian Furniture Industry Award Winner Excellence in a Sleep Set

AUSTRALIA’SBEST MATTRESS

2011 2012 2013 2015 2016

SALE

Roll Up (BK) Roll Up (B)

Generic A4 Info Sheet (BK)

Promotional Tear Drop Flags

Media Buying & Audio Visual ContentsPart of my responsibility as a marketing coordinator is to coordinate all types of media activity, including audio-visual media and media buying.

When buying media, CSB takes a practical approach. We only reach out to media specific to our target audience and we channel our advertisement with them. AccomNews magazine was a superb choice because their readership is extremely similar to one of our target audiences.

I am tasked with the production of lower-investment audio-visual contents such as the ‘Sale, Sale, Sale’ video for the Boxing Day promotion on Social Media.

I am also tasked with the coordination of high-investment audio-visual content such as our CSB hero banner video we will commence shooting in early 2017.

Accom Magazine Half Page Advert in Accom Magazine

Audio - Visual CotentsScript for Upcoming Website Video

CSB Business Portfolio

Other Supporting Collaterals Back of Truck

Nose of Truck Side of Truck

CSB Truck Branding

Other Significant Portfolio EscapeRoom Media Kit

EscapeRoom Joy FM Radio Interview

Catalyst Publication

VQSN Marketing Proposal

Crown Casino Special Staff Offer

PaperGram Collective Organisation Portfolio

VBA Media Crisis Plan

DEVON.NICHOLL@GMAIL.COM.AU(61) 488 009 488

WWW.LINKEDIN.COM/IN/DEVON-NICHOLL