PORTFOLIO

Alexandra Rigby

Mother
Energy Drink
Tough
Mudder








Industry Ready Product
Alexandra Rigby 2014
















Alexandra Rigby








Contents
Industry Ready Product ............................................................................................................... 1
The Brief .......................................................................................................................................... 4
Justification of IRP ......................................................................................................................... 5
Creative ......................................................................................................................................... 9
Alexandra Rigby

Print Mockup
........... 10
Alexandra Rigby

Print 2 Mockup ......................................................................................................................... 11
Web Banner Mockup 600x300 .............................................................................................. 12
Film: 30 Second Spot Mockup .................................................................................................. 13













The Brief
Create a 30 second ad roll with two print/outdoor
supplements and a web banner for the Coca-Cola
Mother Energy Drink campaign sponsoring Tough Mudder.
Capturing the essence of the Mother target market of
males aged 18-35 with a high energy campaign and
catchy slogan similar to previous campaigns of the
Mother brand.


________________________________________________________

Presented is a mockup of each of these adverts to
present to the client in order to approve the campaign.
Alexandra Rigby


Justification of IRP

This IRP is relevant to the role of a Junior Copywriter as it shows the creativity and
strategy needed to pitch an idea to the firms clients. This IRP was created as Mother is
one of the big clients of Smart Advertising Agency. Creating a new brief and this
sponsorship campaign idea shows that I know the companys style, the clients target
audience and the methods for success.
An idea to further this IRP would be to create a competition for the campaign where at
registration level for Tough Mudder, teams that sign up would go in the draw to win a
Mother of a starter pack. This would include Mother Products and Mother branded
merchandise for their team to wear and use during the competition.








Alexandra Rigby







Alexandra Rigby







Alexandra Rigby

















Alexandra Rigby


Creative






Alexandra Rigby

Print Mockup


Alexandra Rigby


Print 2 Mockup




Alexandra Rigby


Web Banner Mockup 600x300

















Alexandra Rigby

Film: 30 Second Spot Mockup

Vimeo Link: https://vimeo.com/105644243






Or find me at:
Alexandra.rigby@hotmail.com
MoneyGram Australia is part of the second largest money transfer business in the world. It
operates in over 197 countries with over 300000 locations worldwide reached this April.
MoneyGram allows you to send and receive money via a kiosk or online to any one of their
locations in as little as ten minutes.
In 2010 it tripled its Australian network and partnered with seven eleven in approximately
400 stores across Australia and in 2013 have moved their business online.
Our research revealed information about our target demographic, their social media
preferences and money transfer habits. 75% listing Facebook as their desired source of
communication.
Research revealed the network extent of MoneyGram's main competitor, Western Union
which include B2B, B2P and P2P markets with transfers via the Australia Post network
estimated to account for more than 400,000 active remitters. MoneyGram's research on
Brand awareness amongst remitters showed and awareness of 55% of the MoneyGram
brand compared to Western Union 88%
Lack of brand awareness became our problem of choice. We decided to promote brand
awareness in the niche market of UNSW International and exchange students which
constantly replenish in potential consumers. This could test out the opportunities and
benefit of formulating strong ties with a university organisation.
Making up almost 40% of the University, UNSW International students and incoming and
outgoing exchange student are our target public. If successful, this would be expanded to
include all major Sydney universities.
1. Objective: Identify the main platform for promotion
accepted by UNSW students.
2. Objective: raise awareness of MoneyGram at UNSW by
promoting their new Facebook page MoneyGram Oceania
has 450 likes; the goal is to increase this by at least 20%
3. Objective: help to expand MoneyGrams Network through
identifying and implementing on campus communication
channels or agents.
MoneyGrams main message is that it is bringing you
closer to home. Our strategy is to reiterate this message to
the target public through promoting its services and social
media platforms, via traditional and new communication
mediums. This would provide a foundation for MoneyGram
to be UNSWs preferred choice for money transfer.
Facebook, Blitz magazine, International newsletters and
brochures where the media formats used.
We have worked productively through the past few months to reach our deadline. Our
objective was to create awareness of the brand in UNSW students these past few weeks to
create awareness that with the support of our ready-to-go material for semester 2, which
targets the mid year intakes of international and Exchange students. (exchanges often last a
semester) The blue stars mark our official group meetings whilst the red indicate the
deadlines we set for each tactic.
Our team has employed multiple tactics to fulfil our goals and objectives for example
through conducting a survey of 90 students who were International students or involved in
the exchange program. This informed our tactics to target online social media as a main
platform in particular Facebook.
We created a social media policy to ensure that MoneyGram employees were prepared with
how to deal with any issues that might arise through communicating on this format.
Using a competition with the chance to win either a boost Juice Voucher or a Punchbowl at
the Whitehouse we promoted Money Gram's Oceania Facebook page through flyering and
contacting interested UNSW Facebook groups there are currently 587 likes on the page.
Translated in both Mandarin and English, these posters and their online Facebook
counterparts helped us exceed our goal of 20% increase in Facebook likes reaching 30%
increase over the substantial time period. Through following the patterns of posting and the
dates of likes added we are positive that at least 20% of this increase is from our efforts.
One of the traditional media formats targeted and Ready to Implement for semester 2 was a
humanitarian article for Blitz magazine which included a secondary to the topic public
promotion of the MoneyGram brand., the reach of this article is estimated through Blitz
weekly readership of 15000 students. Advertising equivalent costs can be estimated saving
up to $965, the cost of a full page advertising feature. Talks with the editor are still running
to ensure its implementation at a later date
Whilst previous tactics dealt with promotion, a brochure targeted at
Exchange and International students would provide direct communication to
the niche market through their placement in the International and Exchange
offices.
The brochure works to provide detailed enough information on the service
that MoneyGram offers and after a meeting with an exchange office co-
ordinator, the official approval process allowing the UNSW Exchange office to
promote MoneyGram to students is ongoing.
Finally, we looked at the clients strategic plan to expand their network of
agents.
The team suggested the recently opened on campus IGA, we sought and
delivered details of the stores manager which has put MoneyGram in contact
with the IGA to discuss this opportunity.
With the International house just a few hundred metres away MoneyGram
would be well connected with students and students with their homes.
We support MoneyGram to continue their strategy of communicating to
potential clients and consumers through international and cultural fair. We
have outlined potential sponsorship opportunities of international festivals in
semester 2 that have up to 2000 in attendance.
In preparation for an implementation of our suggestion for MoneyGram to
hold a stall at semester 2 O-week we have created a ready to go Media Kit
that will potentially be picked up by UNSW media channels.
MEDIA ALERT 654 George St, level 12 suite B
Tel: 1200 9787

Thursday 30 August 2012
Avoca Bank Media Conference
Journalists are invited to attend an urgent media conference regarding Avoca Banks Managing
Director, Patrick Coleman and the banks financial situation at 10 am tomorrow, the 31
st
of August.
Mrs Elizabeth Neil, Avoca Banks Chairwoman and Mrs Mary OBrien, Public Relations Director will
be available for questioning on the day. A media release will also be available for journalists present.
Location: 654 George St, level 12 suite B
Time: 10am
Media contact:
Mary OBrien
Public Relations Director
Phone: 0400214667
Email: M.Obrien@Avocabank.com.au











AVOCA BANK
654 George St, level 12 suite B
Tel: 1200 9787
Media Release Friday 31
st
August 2012
BANK TAKES SWIFT ACTION
Avoca Bank welcomes Mr John Nevin to the role of acting Managing Director following Mr Coleman
being stood down from his position yesterday afternoon by the Board of Directors.
Ms Elizabeth Neil, the Boards Chairwoman said that we are extremely pleased to welcome John
Nevin to our team as he is an exemplary employee who is a firm believer in upholding Avoca Banks
code of conduct and ethical standards. Our shareholders and customers deserve nothing less.
Mr Coleman failed to communicate to the Bank that the projected profits for the financial year
2011-2012 had fallen from $1AUD Billion to $AUD500 Million. Actions that threaten the companys
reputation with its stakeholders are against company policy.
Avoca Bank has a number of safeguards in place to detect any further inappropriate behaviour, and
would like to assure its staff, investors and customers that the highest quality of care will be taken to
prevent a similar situation from arising.
The Bank is committed to working closely with the government and industry regulators to ensure
that all unethical and illegal behaviour is detected. Avoca Bank will be providing extra training
workshops to ensure the correct action is taken.
Ends
Media contacts:
Mary OBrien Elizabeth Neil
Public Relations Director Chairwoman of the Board of Directors
Phone: 0400214667 Phone: 0400518229
Landline: 96689707 Landline: 93410465
Email: M.Obrien@Avocabank.com.au Email: E.Neil@Avocabank.com.au
Avoca Bank Backgrounder

Ms Elizabeth Neil: has been working for Avoca Bank for the past thirty-four years starting as
a regional manager. She has worked her way up the promotion ladder and has been
Chairwoman of the Board for the past twelve years. Elizabeth is currently undertaking a
Commerce degree with Open University part time.
John Nevin: Having worked at Avoca bank for the past two years as an executive manager
after 15 years with Westland Building Association, Nevin has been named Acting Managing
Director. In the past two years Nevin has helped reform internal employee communication
systems and will be an effective and ethical leader.
Mary OBrien: has been working for Avoca Bank for the past ten years as the Public Relations
Director. She received her Bachelor of Media PR and Advertising from the University of New
South Wales in 2000 and was offered a position at Avoca bank in 2002

Section 35 of Avoca Banks code of conduct states that:
Article 3 Avoca Employees will maintain high ethical standards in all situations. Employees are to disclose
any information which may have an impact on Avoca Banks Stakeholders
Article 14 Insider trading is illegal and any allegations will lead to immediate suspension whilst an
investigation is conducted.
Article 8 Any attempt to coerce or manipulate another employee will not be permitted. Bribes, blackmail
and any physical or verbal threats will not be tolerated at Avoca Bank
For a full copy of Avoca Banks code of conduct please visit:
www.AvocaBank.com/Internal/conduct154.html



Official Statement Ms Elizabeth Neil
The current financial position of the company is in no way a reflection of its future performance. I
am extremely confident that the financial year of 2013 will be reaching projected revenue.
Shareholders are warned not to ditch their shares. They should be considered a long-term
investment and therefore will have the fluctuations within the market. We are extremely dedicated
to our customers at Avoca Bank and our customer service hotline is available 24 hours a day. Our
position as number one in customer satisfaction will not change and will certainly improve as we
continue to develop.

Official Statement John Nevin
Although the circumstances are not the most desirable, I am extremely proud to be performing the
role of Acting Managing Director. I am committed to perform to the maximum of my abilities the
tasks that I will be undertaking until someone is found for the official position. The projected
revenue for the financial year of 2011- 2012 will not impact on customers, whose financial situations
are of the utmost care to us at Avoca Bank. I am looking forward to working with all staff, customers
and regulatory bodies to ensure that Avoca Bank is the best it can be, and I am excited in continuing
the socially responsible projects initiated by my predecessors.

1

Mascot Actor Alan Dukes Pens Brilliant Monkey
By Alexandra Rigby

From a dancing banana to an established actor and playwright, at 45, Mascots Alan Dukes
has done it all. Next week, Currency Press will publish his play Brilliant Monkey and plans
for a screen adaptation are already underway.
Dukes is best known for his role in Beneath Hill 60, playing Wayne Swan in At home with
Julia, and has worked alongside the likes of Cate Blanchett, Brendan Cowell and Phillip
Seymour Hoffman in the Sydney Theatre Companys play True West.
People recognise me, not for anything in particular, but they think they know me and they
may think Im at their bus stop in the morning ... some people have minds that go youre that
guy! but thats very few and far between.
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His wife Melanie Deferranti, was one of those who were few and far between, recognising
Alan from a McDonalds ad. They now have four year old twin daughters August and
Marlena. Dukes says hed be behind the girls one hundred percent if they wanted to follow his
career path.
I think theres a lot you get out of being in the arts, Ive met some fantastic people. I have the
best friends, I met my wife, I love my job and I love performing.
However like most in the entertainment industry, success was not always the case for Alan.
When I started out, to make ends meet, I did a lot of costume characters. I remember being a
dancing banana at an expo, a birthday cake; Ive been a paddle pop lion! There is a lot of that
stuff that you do when you first start out. It is great experience and it gives you a certain sense
of humility.
Dukes has been working with Pork Chop Productions for over fifteen years and so it was only
natural that they produced his most recent project, the self- written play Brilliant Monkey.
It was basically out of desperation, says Dukes on writing the play.
I needed to get some work ... so I thought I would write something for myself just to be in it,
just to get out there.
Written and performed originally in 2007, Brilliant Monkey tells the story of a returning
soldier from Afghanistan and his older, homeless, alcoholic brother. Set to be turned into a
film for a 2013 release.
Its about family and its about addictive natures and its all very current, says Dukes.
Because of that I decided to get it made into a film. On saying that, we have to get some
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money from Screen New South Wales to develop it, get the script into shape, and then get
everyone attached. Its about tailoring the story to fit into all the parameters youve got, as
well as telling a story.
After a nomination for Best Independent Production from the Sydney Theatre Awards,
Brilliant Monkey toured with the Arts Council all around New South Wales and Victoria and
the film adaptation has a few well-known names lined up including Susie Porter [Bikie Wars]
and Jackie Weaver.
We spoke to Jackie before she did Animal Kingdom so we dont know if shell still be
available. Dukes explained, referring to her most recent and critically acclaimed movie
Animal Kingdom that shot Weaver to Hollywood stardom.
Jeremy Simms of Pork chop Productions and Director of Beneath Hill 60 is lined up to
direct the film and Dukes assured us that both he and his co-star, Warwick Young, will reprise
their original roles.
On the difference between theatre and film, Dukes says Theatre is quite expansive acting-
wise, whereas cinema is so close that you dont need to do a whole lot ... its that specific part
of film that intrigues me and I cant wait to do more of it.