How long have you been with Eskleigh, and what initially attracted you to work here?
I’ve been with Eskleigh for nearly two years now. I was initially attracted to the role because there was a clear need for a marketing plan to enhance Eskleigh’s’ visibility and outreach.
If you could describe your approach to marketing in one word, what would it be and why?
Flexible!
Marketing plans can often be disrupted by changes in the external and internal environments, i.e. shifts in government policies or organisational changes. Being flexible allows me to pivot, adapt quickly and to change marketing accordingly.
What other marketing experience have you had prior to working at Eskleigh?
I bring over 20 years of marketing experience across various sectors, including not-for-profits, education, government, utilities, and an international engineering company. I've held management positions in marketing, campaign management, B2B marketing, market research, change communications projects, and communications.
Can you tell us a bit about your role as Marketing Manager at Eskleigh?
As Marketing Manager, I oversee brand management, which includes creating newsletters, drafting letters, producing the annual report, managing social media, liaising with media, updating the website, submitting grants, organising events, and engaging with the local community to foster relationships that strengthen our brand.
What does a typical day look like for you?
No two days are alike really! I might work on a specific project, crafting content for our social media, responding to information requests, developing content for our monthly newsletter, and seeking the necessary approvals. Currently, I’m concentrating on a report update regarding some funding we've received for and getting content ready to promote our short-term accommodation.
What are some of the key marketing strategies you focus on to help raise awareness of Eskleigh?
Social media campaigns, organise community engagement events, and collaborate with local organisations to maximise our outreach.
What are some ways you’ve seen our marketing reach people who might not otherwise be aware of the services we offer?
Utilising mainstream media has been effective, particularly during significant events like the groundbreaking at Jardine Crescent and its opening. Leveraging TV and print media helps us connect with a much wider audience.
How do you measure the success of a marketing campaign?
I recently executed a social media campaign for Jardine Crescent, which yielded: a reach of 60,974 unique users, 156,786 views, and 142 link clicks directing traffic to our website.
The newsletter articles with links drive traffic to our website, enhancing brand awareness and online visibility. I can track key metrics like open rates and click-through rates. For example the graph below shows website traffic after the last newsletter sent on April 17. This has many benefits including enhanced brand awareness, improved online visibility, and hopefully, more people seeking out our services. Also increased traffic and engagement can positively influence our website’s search engine ranking, making it easier for potential customers to find us.
Since I joined, our Facebook following has grown from 1.2k to 1.4k, and I've increased our posting frequency from approximately six to twelve posts per month, which has significantly boosted our engagement and visibility.
What’s the most rewarding part of your job?
The most fulfilling aspect of my role is being part of a compassionate organisation and feeling like a member of the Eskleigh family.
What’s a marketing initiative or project that you’re particularly proud of, and why?
One marketing initiative I’m particularly proud of is securing funding from the Community Climate Change Action Grant for a community garden at Eskleigh. This project will create a welcoming space for local gardeners to connect, learn, and grow food for their families. Our newsletter includes progress updates.
In the grant application, I addressed several key questions, including how the project aligns with the grant’s objectives, the clear community benefits, and the realism of its outcomes. I submitted supporting documents such as an itemised budget, a project plan, a survey for community input, and letters of support from the Perth Lions Club, Perth Football Club, and Perth Baptist Church.
What are some marketing goals or projects you’re excited about for the future of the Eskleigh?
Not long after I started, I was approached by a local historian interested in the old mill remains along the South Esk River. After a year and a half, plans are in the works. Sophie has included this in her news! I’m super excited about this project!
The Perth Baptist Church has been organising a popular Christmas event but has faced some space constraints. This year, the event will take place at Eskleigh, which I’m thrilled about. There will be food trucks, children activities, Christmas carols and so much more!
With the recent improvements to the accommodation at Eskleigh home, we are finally positioned to actively promote our short-term accommodation. Eskleigh home is such a beautiful and tranquil place for respite, surrounded by stunning views and beautiful gardens, with an abundant vegetable garden.
Outside of work, what’s something you’re passionate about that might surprise your colleagues?
I have a passion for decorating. Most of my home décor comes from garage sales, Facebook Marketplace, auctions, and Etsy, where I find unique handmade items. I live in an 1880 Georgian workers cottage, that was build by ex convict William Gage who build several homes in Campbell Town. I bought the house on-line during Covid and didn’t set foot into the house until I moved here. It was a great leap of faith!! I’ve painted nearly every room inside using a limewash paint to create a textured, weathered antique look on the walls which I love. This winter, I plan to remove the wall cladding from one bedroom to expose the stone and or brickwork. My plan is to transform this bedroom, which used to be the kitchen/living room into a living area and turn the current living room back into what would have been a bedroom. I would also like to replace the concrete flooring with wooden floorboards, yes ….. someone put in concrete flooring to replace the floorboards (i understand that they were in a bad way). The hallway has hand sawn floorboards which have hand made nails - I’m told they are convict made nails. I love the history of my home and I’m enjoying the process of renovating and decorating my home.
I also have a new edition to my family of animals a dog named Freckles. She joins Dotti, ducks, Guinea fowls and doves. I used to have a lamb called Clover but she got too big and went back to the farm where she came from and has since had lambs herself.
