Objective:

Established in 1999, the MFA Awards is one of the most prestigious Awards events for the media industry in Australia. My role is to manage all marketing, communications and coverage for this event, coordinating photographers and videographers, creating pre-event collateral to drive ticket sales and sponsorship, and post-event to drive prolonged interest and pride in the media industry.

One of the primary tools is the post-ceremony EDM campaign, which gets sent to a majority portion of the MFA database to congratulate winners, and to demonstrate scope, scale and value of the program to prospective future agency members, trade press, clients, and sponsors.

My Role:

I coordinated all photographer''s briefs and utilised their images, repurposing them in design software to create visual assets that were highly engaging, representative of the prestige of the brand, and demonstrate value to MFA’s members and clients. I then hand-segmented our database to attendees, key industry contacts, and other important contacts, collaboratively created copy with our PR staff, then constructed and distributed the EDM.

Execution:

I created a highly visual, on-brand EDM wrap-up of the event, highlighting key winners, showcasing industry stalwarts and conveying the celebratory nature.

Outcomes:

• 8,400 unique sends (w/ 2% only bounce rate)

• 57.6% Open Rate

• 40.8% Click Rate (average click rates from standard sends typically sit between 2.6-4.5, surpassing the 2026 average click-through-rate).

• EDM Campaigns sent over my tenure (as of Oct 2026): 155 campaigns.