Michelle Fifi

Over 10 years I've marketed precincts, markets, stays, retreats and live events. I build the plan, then do the work: campaigns, content, design, social and the reporting behind it. A selection: Social media & content Chapel Street Precinct (City of Stonnington). Social strategy, content pillars, on-the-ground Reels and monthly reporting. Within three months the account posted its best-performing Reel ever: 70K+ views with zero ad spend, 95% from non-followers. Tomassi Lanigan (property advisory). Launched Instagram, LinkedIn and Facebook from near zero, with every post designed and written in-house and a monthly report on what worked. Month one: 10.7K Instagram views, 80% from new audiences. Moss & Wheels (boutique stay). Positioning, a warm, filmic Instagram feed, local partnership giveaways and five SEO-led journal guides. 1K+ followers and a Domain magazine feature. Kaya Health Clubs. Planned and shot a 640-image content library across yoga, reformer Pilates and strength, then ran the social channels with it. Design Active Odyssey (adventure travel). An Instagram template system for destination launches, retreat dates and quote tiles, so the team can keep a consistent feed themselves. Selfund (investment). Brand identity from scratch: wordmark and icon, colour and type system, tone of voice guide and website design. Campaigns & events Paw-on-the-Door. Made Chapel Street the first major Australian precinct to welcome pets into 450+ businesses. 115 pieces of media coverage and around $1M into the local economy from a $72K campaign. Hall-Oz-Ween, Prahran Market. The market's first Halloween activation: 1.7M PR reach and visitation up 18.8% year on year. Chap-Drive-Thru & PROVOCARÉ. The world's largest drive-thru, with 300+ cafes and restaurants during lockdown, and a winter arts festival of around 17,000 attendees, up 70%. Ideal Home Show. Project managed a daily digital content series for the world's longest-running home exhibition, from talent booking to filming, editing and publishing, on time and on budget. "When a project has ambitious targets, multiple stakeholders, and many moving parts, Michelle is the person you want in the room." Kane Dempsey, Co-Founder & Managing Director, Gathering Media

• Content Creator
• Copywriter
• Graphic Designer
• +2

The brief: Tomassi Lanigan, a Melbourne property advisory, needed its Instagram, LinkedIn and Facebook launched from near zero, in a way that built trust with first-home buyers and investors. What I did: Social strategy, plus every post designed and written in-house. Each month ends with a wrap showing what worked, what didn't and what we'll try next. The early lesson: trust-building and myth-busting content beat brand-forward posts, so that's where we doubled down. The result in month one: 10.7K Instagram views 4.8K accounts reached 72% of Instagram views from non-followers

• Content Creator
• Copywriter
• Graphic Designer
• +1

The brief: When Chapel Street Precinct moved in-house to the City of Stonnington, the council wanted to keep the brand's energy alive through the handover. What I did: Set the content pillars and calendar, made real-time, on-the-ground content with local businesses and ran monthly reporting. When the contract ended, I left a full strategy plus three weeks of scheduled content. The result: Within three months the account posted its best-performing Reel ever, with zero ad spend. 70K+ views on one organic Reel, 95% from non-followers 67.8K accounts reached in a month, up 44.2% "She brought a great mix of strategic thinking and creativity to Chapel Street's social media... I'd happily work with her again and wouldn't hesitate to recommend her." Simon Osborne, Economic Development Coordinator, City of Stonnington

• Content Creator
• SEO Expert
• Social Media Manager