17-19 August 2015, RACV Royal Pines Resort, Gold Coast
Repositioning Lessons from a Humble Brand
Sarah Mathews
Marketing & Communications Officer
Barnados Australia
Speaker Bio
Sarah Jade Mathews currently the Marketing & Communications Officer of Barnardos Australia. Sarah is specialist marketer, communicator and brand enthusiast with a passion to see her work have a lasting impact on social change. She is committed to using her skills to support social entrepreneurialism. As part of Mumbrella’s highly commended ‘Marketing Team of the Year’ and as the recipient of the 2014 Australian Marketing Institute’s 'Future Leader' award, Sarah saw Barnardos Australia reposition itself as a child-centric, solution-focused brand contributing to a four point increase on the Charity Reputation Index and allowing alignment with celebrity Beyoncé’s #BeyGood movement during her Australia-New Zealand Tour in 2013. Sarah graduated from the University of Canberra with a double degree in Advertising and Marketing Communications and Arts and is currently undertaking a Masters in Business Administration at the University of Sydney.
Presentation
The question of when and how to reposition a brand remains unclear for many organisations, especially those with limited resources. The recipient of the 2014 Australian Marketing Institute 'Future Leader' Award, Sarah Mathews will draw in on her experiences as part of the team that rebranded Barnardos Australia. She will illustrate vital experiences and learnings when a branding exercise has the opportunity to be part of a powerful social movement such as Beyonce’s #BeyGOOD movement, and the value it can bring to an organisation wanting to make a difference.
• Zooming in on Barnados Australia’s rebranding journey in a non-for-profit space
• Sharing strategies to diagnose your brand position, drive internal engagement and how to take the next step
• Highlighting the role of engaging the passion of all stakeholders in your team