Taurus AppLauncher© leads to Taurus Profile© for serial indigenous entrepreneur
Strategy to launch an app creates a visionary personal brand
Serial Indigenous Entrepreneur
Serial Indigenous entrepreneur Joanne Pellew sought out Taurus for a launch and marketing strategy for her start-up App codenamed ‘The Look’, now re-branded as Lashd. After getting to know Joanne personally, the Taurus team identified the PR potential behind Joanne’s very own personal story and determination. As a multifaceted entrepreneur, Joanne is a successful advocate of the Indigenous community and has enabled the creation of jobs for thousands of Indigenous workers through two successful companies.
From beauty app to personal brand and leadership
Empowering Indigenous Employment
Joanne is the founder and CEO of Ochre Workforce Solutions and iWork jobsite, a company she personally built to help members of the Indigenous community find potential employment. Ochre is a full-service recruitment and labour hire company specialising in Indigenous employment. By recruiting, training and finding jobs across various industries from mining and resourcing to hospitality and tourism, Joanne has assisted over 900 Indigenous Australians.
In a similar manner, iWork enables hiring managers to access a community of Indigenous Australians available to work. The iWork jobsite is essentially the seek.com.au for the Indigenous community. With the commitment of boosting Indigenous employment opportunities, iWork has built the largest database of Indigenous jobseekers in Australia.
$100 Million Contract Success
“My role was to engage with Indigenous people in the community. We were awarded a $100 million dollar contract based on all the Indigenous people we had waiting in the wings for employment.” – SmartCompany, Joanne Pellew, CEO, Ochre Workforce Solutions
Boosting a company brand with a personal brand focus
Media Challenge
Prior to meeting Taurus, all three brands: Ochre, iWork and Joanne’s profile had not been featured in the mainstream media. After reviewing the three brands, the Taurus team proposed to drive PR activity using Joanne and her story as a key spokesperson.
While re-defining her personal brand, the goal was then to position her as a thought-leader, entrepreneur, activist and visionary around Indigenous employment.
Taurus Profile© success attracts more than 1 million Australians
The work Joanne focuses on and the outcomes she achieves, holds a unique position in Australia. We created a story around her achievements and picked out the news angles to achieve coverage. Through this, Taurus managed to generate:
Campaign Results
- Increased public knowledge of Joanne’s companies driving viewers to the websites
- Generate enquiries for Joanne as a thought-leader
- Raised awareness of the issues around Indigenous employment
Ultimately, within six months, Ochre Workforce Solutions, iWork Jobsite and Joanne Pellew reached over a million Australians through media outreach.
From Indigenous verticals, business and lifestyle publications across broadcast and online media, the estimated total media reach was 905,000 Australians from a standing start.
“I know how much a job means to any individual. The improvement in self-esteem, feeling a part of society, having a purpose, moving out of poverty, providing for your family and the positive flow-on effects to all areas of your life… simply by having a job. These elements are multiplied by 100 times for an Indigenous person. This is especially the case if they have grown up in ingrained poverty, been through the justice system, been marginalised, disadvantaged, discriminated against their whole lives.”
– Joanne Pellew, CEO, Ochre Workforce Solutions
The relationship with Taurus continues
Joanne is a long-standing client for Taurus from initially being referred to Taurus for a marketing strategy to launch her App through to working on personal branding for her corporate brands Ochre and iWork. Taurus has now been commissioned to launch her new beauty on-demand App ‘Lashd’.
What Taurus did for Joanne
- Taurus Applauncher©
- Identifying media and key messages
- Taurus Profile© PR strategy
- Defining the story
- Media relations
- Thought leadership
Interested in similar results? Here's some services you can purchase from SHOP:
Know what you're after? Browse through SHOP or for bespoke packages,
E-Mail: [email protected]
Phone: (02) 9415 4528