STRATEGY • EVENTS • CAMPAIGNS

Jonathon Khuu

Let’s build communications
that survive the scroll.

Elevating Experiences with Integrated Campaigns

Reimagining the Awards Experience

Delivered the integrated communications rollout for the association’s flagship Excellence Awards, repositioning the identity into a premium, cohesive experience across digital and live environments.Learn more about the Awards here.

+60%
Campaign Reach
21,276 → 34,076 YoY
+27%
Click Rate Uplift
Post-redesign EDM performance

  • Sold-out event with expanded sponsor visibility

  • Upgraded premium venue elevating the event experience and positioning

View Strategy & Delivery

The Challenge

Elevate the association's flagship Excellence Awards to strengthen industry prestige and deliver a cohesive brand experience across digital and live environments.

The Strategic Approach

  • Developed updated visual identity and cohesive brand assets
  • Coordinated multi-channel promotional campaign across email and social
  • Produced event collateral and on-site visual communications
  • Managed live content capture and post-event digital amplification
  • Maintained brand consistency across all campaign touchpoints

Impact

Delivered a premium, cohesive brand experience that strengthened engagement, visibility and the overall status of the awards program.

Excellence Awards Logo

Crisis Communications in Action

Cyber Incident Response

Coordinated rapid communications during a nationwide cyber incident affecting the VETtrak student management system, ensuring students and employers received timely updates despite major service disruptions.

0
Users Notified
0
Email Open Rate
0
Channels Deployed
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The Challenge

In October 2025, the VETtrak student management system experienced a cyber incident that caused nationwide service disruptions for education and training providers.

The outage prevented normal access to the training portal while concerns emerged around the exposure of sensitive documents. Immediate communication was required to reassure students and employers, confirm that classes were continuing and provide guidance on potential scam risks.

The Strategic Approach

  • Coordinated rapid incident communications with the training department during the system outage
  • Delivered urgent email notifications to all affected students and employers
  • Deployed SMS alerts confirming scheduled classes and training activities would proceed
  • Implemented a website banner alert to communicate the disruption and provide reassurance
  • Issued follow-up communications directing users to official cyber scam awareness resources

Impact

Ensured over 1,200 students and employers received timely updates during the system outage, reducing uncertainty and maintaining trust during a critical disruption.

Urgent communications achieved strong engagement, including a 77% open rate on student alerts, demonstrating the effectiveness of clear and timely crisis messaging.

From Ad Hoc to Structured Communications Governance

Building a Scalable Communications Workflow

Replaced fragmented email-based communications requests with a centralised intake and approval workflow, introducing asset validation and clearer delivery milestones.

Centralised
Intake
4-Stage
Workflow
Reduced
Campaign Delays
View Strategy & Delivery

The Challenge

Digital advertising requests were previously managed through informal channels, creating inconsistent prioritisation, limited visibility of workload and delays in campaign delivery.

The Strategic Approach

  • Introduced a structured communications request workflow
  • Implemented a centralised intake process to prioritise projects through Jotform
  • Defined clearer timelines and delivery stages for campaigns
  • Improved visibility for stakeholders through transparent planning
  • Aligned communications delivery with organisational priorities

Impact

Established a more structured and predictable communications pipeline, improving collaboration with internal teams and enabling more consistent delivery of campaigns and member communications.

Digital Engagement Strategy

Platform-Led Engagement Strategy

A structured, pillar-led content strategy balancing industry advocacy, member value, community engagement and culturally relevant creative, resulting in stronger consistency, broader format diversity and measurable growth in engagement across Facebook, Instagram and LinkedIn.

0
Total Reach
Last 12 mths, all platforms
0
Audience Growth
+8.6% since Jan 2025
0
Issue-led Reach
PVC & supply chain coverage
View Strategy & Delivery

The Challenge

Grow engagement and relevance across social platforms while balancing industry advocacy, member value and culturally relevant content. The existing approach lacked a clear structure and consistency across formats.

The Strategic Approach

  • Developed a pillar-led content strategy to guide messaging and ensure consistent storytelling across platforms
  • Balanced advocacy, member value and cultural relevance to broaden audience appeal
  • Expanded content formats including short-form video, campaign graphics and reactive posts
  • Aligned content with industry moments, national campaigns and cultural trends
  • Used platform insights and engagement data to continuously refine content performance

Impact

The platform-led strategy strengthened audience reach and consistency across channels, delivering more than 750,000 in cross-platform reach over the past 12 months while growing the combined audience by 1,400+ followers.

Targeted, issue-led content drove sustained engagement, with PVC and supply chain coverage generating more than 200,000 in reach across multiple posts, reinforcing the effectiveness of a structured, insight-led social media approach.

Content performance was driven by a balance of reactive industry commentary, campaign storytelling and platform-native formats including short-form video.

Transforming Member Communications

Mobile-First Communications

Led a full overhaul of the member eNews, transforming it from a desktop-led format into a mobile-first experience aligned to real-world member behaviour on site. View a live example here.

7.5%
Click Rate (Avg.)
Post-redesign performance
51%
Open Rate (Avg.)
Improved hierarchy & modular layout
View Strategy & Delivery

The Challenge

Member communications were primarily consumed on mobile devices, yet the existing eNews format was designed for desktop reading. Long text blocks and inconsistent hierarchy reduced scanning and click engagement.

The Strategic Approach

  • Redesigned the eNews template around a mobile-first structure
  • Introduced modular content blocks to improve scanning and readability
  • Strengthened visual hierarchy with clearer headlines, imagery and calls to action
  • Balanced editorial storytelling with promotional content
  • Used engagement data to refine placement and frequency of key content

Impact

Improved readability and engagement across devices, contributing to a measurable increase in open rates and a significant uplift in click-through performance across member communications.

Content Revitalisation

Master Plumbers Radio Relaunch

Revived Master Plumbers Radio by transforming an inactive podcast into a modern communications platform through refreshed branding, refined content direction and distribution across major listening platforms, aligning the channel with the association’s broader communications strategy.

Podcast
Relaunched
Future
Sponsorship Opportunities

  • Revived legacy podcast into a modern channel for the plumbing industry.

  • Created new opportunities for sponsored content and industry partnerships

View Strategy & Delivery

The Challenge

Master Plumbers Radio existed as a legacy podcast channel but had not been actively maintained or promoted. While the infrastructure remained in place, the platform was not being used to its full potential as a communications tool.

The opportunity was to revitalise the podcast and reposition it as a modern platform for industry storytelling while aligning it with the association’s broader communications strategy.

The Strategic Approach

  • Led the initiative to relaunch the Master Plumbers Radio podcast as a modern communications channel
  • Designed refreshed podcast artwork and visual branding to modernise the show’s identity
  • Developed a clearer content direction centred on industry insights, member stories and sector updates
  • Prepared the podcast feed for distribution across major listening platforms
  • Positioned the podcast as a platform capable of supporting future sponsored segments and industry partnerships

Impact

Reviving Master Plumbers Radio established a new platform for industry storytelling while expanding the association’s digital communications channels.

The relaunch also created opportunities for future sponsorship and partnership integration, supporting the organisation’s strategy to diversify revenue streams and strengthen engagement with industry partners.

MP Radio
Headshot

Let's build communications people actually pay attention to.

Open to communications and digital engagement roles focused on modernising how organisations connect with their audiences.

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