Michelle Coady

m: 0403 120 893 e: michellecoady@optusnet.com.au

P rofile
Working in a wide range of marketing communications positions, since graduating with a BA
Communications (Organisational Communication/Marketing), Ive managed complex
communication projects, applied strong writing skills to produce a variety of communications and
marketing materials for internal and external stakeholders and driven extensive media relations
campaigns. I also hold a Graduate Certificate in Organisational Communication.
K ey C om p eten cies
Highly developed written and verbal communication skills
Ability to develop and apply communication strategies
Creativity and understanding of design thinking
Organisation/time management and attention to detail
P rofessional D evelopm ent/E ducation
Graduate Certificate in Organisational Communication (CSU) 2011
BA Communication: Organisational Communication (CSU) 1991
Certificate IV in Interior Design (CUV40303)
IT Skills
Full Microsoft Office Suite: Word/Excel/PowerPoint
Social Media Platforms and Google Docs
MailChimp (e newsletters/database), WordPress/Weebly (websites)
FileMaker (database management)
E m ploym ent H istory
Freelance Communications Consultant (Nov 2013 Present)
Australian-American Fulbright Commission: Writing and advising on layout/design for
Fulbrights annual report, a Partnering with Fulbright prospectus as well as a state sponsorship
prospectus to assist with philanthropy goals.
North Sydney Community Centre: Wrote and edited term course guides as well as the 2015
and 2016 Annual Reports.
Can Too: Ran a targeted media relations project aimed at increasing the presence of Can Toos
run program in Brisbane, Sydney and Melbourne media. Developed and pitched the stories of
participants and coaches to a range of media channels. Achieved good coverage in local and
metropolitan media. Consulted Can Toos Business Manager on the development of a video to
promote the tenth year of Can Too. Prepared scripts for interviews, attended the video shoot as
interviewer and assisted with direction.
Program Development, North Sydney Community Centre (Oct 2012 Nov 2013)
Responsibilities:
Develop a marketing strategy to promote NSCC programs to the local and wider community
with the aim of building awareness, participation and student enrolments.
Build and maintain relationships with new and existing tutors, local media, council and relevant
community organisations. Assess trends and community needs to develop new adult classes.
Write, edit and manage production of the annual report. Present relevant and useful marketing
reports to the Centres Board of Management and manage the marketing budget.
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 Work with the Director on Adult Class programming including scheduling, budget (negotiating
course and fee structures with tutors), course guide production and distribution.
Manage and promote several events throughout the year including the Centre Open Day,
Changeable Art Exhibitions, In Conversation Evenings, Seniors Week and Guringai Festival
events. Write speech notes and running orders for events.
Manage the workflow of the in-house and freelance graphic designers, briefing each on projects
and prioritising workloads.
Assist with general administration of the centre including enrolments and enquiries working with
database management software, FileMaker.
Achievements:
Built strong relationships with media, council representatives, tutors and the community.
Generated a steady flow of publicity through multiple channels: local media publicity and
advertising; NSCC website; course guides; social media (Facebook); flyers; posters; council
publications and through the production of a fortnightly enewsletter using MailChimp. This
increased awareness grew Adult Class enrolments significantly and bolstered attendance numbers
at NSCC events.
Developed successful new classes and events and received record breaking enrolments.
Grew the enews database and improved the open rate on previous years. Built Facebook likes
and worked to create a library of quality images available for marketing purposes.
Co-produced DVD interviews with Centre founders to create a short documentary to mark the
NSCCs 40th Anniversary. Curated a series of historical boards on the Centres 40 Year History,
showcased at a special event, now on permanent display at the NSCC.
Worked with the Director on direction for the website and wrote all content for the new site.
Successfully managed several well attended events, including stepping in as interviewer at the last
moment for the Guringai Festival In Conversation evening.
Publicist, Canberra Symphony Orchestra (2009- May 2011)
Responsibilities:
Build the orchestras profile within the ACT and nationally through intensive media relations
activities and developing and managing key media relationships.
Work with the CSO team to plan broader marketing initiatives to reach a younger demographic
such as the development of the CSO Facebook page.
Gain additional media coverage for the CSOs 60th Anniversary Season.
Achievements:
Audience numbers increased on average 15% during my time working as CSO publicist.
Audience demographics revealed media relations strategies reached a desired younger
demographic.
Successfully launched new CSO seasons through interviews, media alerts and media conferences.
Generated extensive media coverage for the CSOs 60th Anniversary Season. This involved
liaising with key members of the CSO community from over the years, inviting them to
participate in media opportunities.
Pitched to, and worked with ABC Stateline producers to secure a feature story on the CSOs 60th
Anniversary. This involved securing interviewees associated with the CSO over the decades and
compiling briefing notes for each of them. I tracked down historic CSO footage and drafted
running sheets for Statelines producers. I also secured a venue for the interviews complete with
current musicians and instruments.
Developed a strong relationship with The Canberra Times Arts Editor, enabling extensive
coverage in the Arts section throughout each CSO season.
Increased CSOs on-line presence, posted concert details on several on-line calendars and secured
radio interviews for visiting performers.
Built a strong relationship with ABC Canberra and secured interviews regularly by supporting
producers with interviewee backgrounds and triple checking schedules.
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Public Relations Consultant (Part-time), Reed Weir Communications (1999-2000)

Responsibilities:
Implement PR programs for predominantly Pharmaceutical clients including AstraZeneca,
Sanofi-Aventis and Collagen Aesthetics.
Write media releases, newsletters, testimonials and text for various websites and liaise with the
medical media to gain coverage for a range of clients.
Achievements:
Rapidly came up to speed with the specialist technical issues and language associated with public
relations in relation to medical and pharmaceutical products and therapeutic goods.
Worked with Osteoporosis Australia to launch a national prevention campaign: gained coverage
following a successful launch involving health writers receiving a bone density test. Developed a
series of patient case studies to support launch.
Promotions Co-ordinator, NRMA (1995-1997)
Responsibilities:
Event manage corporate promotions, particularly NRMAs largest event: Motorfest.
Plan, implement and evaluate local marketing activity for 25 NRMA branches: Write local
advertisements and radio promotions, manage local direct mail activities, competitions and
community road safety education campaigns.
Achievements:
Successfully event managed: NRMA Motorfest (Sydneys largest classic car event held in Hyde
Park on Australia Day, attended by over 600,000 people); Red October Road Safety Month and
The NRMA Responsible Host Campaign. For Motorfest I worked with the Australia Day
Council, Sydney City Council, Vintage Car Clubs and other key stakeholders, trained large teams
of NRMA staff to work at the event, produced comprehensive event running sheets and coordinated everything from signage and tents to entertainment and logistics.
Developed and implemented a project to educate NRMA branch staff on marketing strategy,
aimed at improving consistency of POS campaigns implemented via the branch network.
Account Executive, Hausmann Communications (1993-1994)
Responsibilities:
Media relations and campaign support in a busy Public Relations consultancy, working for a
range of clients including Bonds, Nestle, Kimberly-Clark Australia, Swift & Moore.
Achievements:
Awarded PRIA State Award for Excellence for my work on National Rock Wallaby Month
(Kimberly-Clark): produced an education kit to be used in schools nationally and managed a
national school competition.
Account Executive, Bruce Glen PR (1992-1993)
Employed on a project basis to assist Bruce Glen on all media relations work for the FIFA CocaCola World Youth Soccer Championships. While working on the championships I also worked
on media relations for WIN Television Network and Nestle along with a press conference for
Peles Australian book launch.
1993: Teacher (Evenings): Publicity Practice, TAFE NSW
1992: Account Executive, Schofield Smith Partners (Nescafe Big Break Awards)
1991: PR Internships with Sydney Water Board, Westfield Run Media Team, Freedom from Hunger.
C om m u n ity In volvem en t
Co-ordinated stalls and over 100 volunteers for 2015 Loreto Normanhurst Spring Fair.
Actively involved in school fundraising and social activities for past 15 years: writing newsletters,
running trivia nights and events, co-ordinating costumes and chairing committees.
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