Strategic Project Partnership with MellyS

Women's Wellbeing Association Project Partnership

Streamlining Operations and Revitalizing Community: A System Overhaul for Women's Wellbeing Association (2022–2024)

The Women's Wellbeing Association (WWA), a dedicated non-profit with a 20+ year legacy, was facing significant friction due to legacy operational challenges. The organization was struggling with years of disconnected, inefficient systems and a fragmented approach to communication that led to wasted volunteer time and unnecessary annual costs.

Upon stepping into the role of President, Bex Smith recognized the urgent need for strategic reform. Her vision was to establish a sustainable, professional foundation for the WWA's next chapter. She specifically engaged me to address the core goal: to audit and overhaul these operational systems, reduce annual expenditure, and revitalize community engagement to sustainably boost volunteer numbers and attendance rates across key events, particularly the annual Every Woman Gathering.

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The Strategy: My Framework in Action

My role as Marketing Co-ordinator and Systems Manager involved executing a comprehensive, multi-year content strategy that followed my four-stage framework. This approach ensured the project's content and systems were built for sustained success, leading to three consecutive years of improved results for the WWA.

Demographics & Branding

The project began by aligning all client-facing tools with WWA's core ethos of "Embracing Differences" and "Creating Positive Impact." This crucial Demographics & Branding stage involved working closely with the President to update all external correspondence, including email templates and social media, to clearly articulate the brand goals. This established a unified, professional voice across all channels, which was then consistently applied to the marketing for three consecutive Every Woman Gatherings (EWG).

Stage 1

Consistent Attraction

To achieve Consistent Attraction and reduce reliance on fragmented tools, the focus was placed on creating centralized, cost-effective digital assets that could be leveraged annually. I effectively migrated the volunteer committee to Google Workspace, eliminating the annual cost and complexity of Dropbox. Simultaneously, I created a new Wix website, eliminating the cost of a separate booking system. Crucially, the specialised, cohesive marketing campaigns for the EWG were managed and executed for three consecutive years, ensuring consistent growth in audience reach each year.

Stage 2

Engagement Initiation

Engagement Initiation focused on rebuilding the connection with the community and making it simple for people to get involved. As part of the website redesign, I implemented easy-to-use expression of interest forms for volunteers and new Circle Hosts. This simple system provided a clear path to action for the community. I also developed a specialised branding and marketing campaign for the annual Every Woman Gathering, a key event that successfully re-engaged the community.

Stage 3

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Sale Readiness

The final phase of Sale Readiness focused on sustainability and momentum. I meticulously detailed the operational procedures for all volunteer committee roles and established systems to ensure clarity for all future members. Most importantly, the results were clear: the consistent, professional marketing strategies led to improved attendance figures for all three consecutive Every Woman Gatherings (EWG). This provided the organization with clear, quantifiable proof of concept for future sustainability.

Stage 4

What MellyS Brings to the Project

The Proof: Results and Testimonial

The strategic overhaul and sustained marketing efforts delivered immediate and cumulative success markers for the Women's Wellbeing Association:

Sustained Attendance Growth: The specialised marketing campaign resulted in improved attendance figures for three consecutive annual Every Woman Gatherings (EWG), demonstrating the sustained effectiveness of the strategy.
Significant Cost Reduction: Elimination of annual fees for both Dropbox and a separate external booking system through consolidation into Google Workspace and the new Wix platform.
Operational Sustainability: The detailed operational procedures and implemented systems/templates (Mailchimp, Google Workspace) continued to be used effectively by subsequent committees, ensuring long-term operational success.
Community Growth: New WWA Women's Circles were initiated as a direct result of the volunteer and host expression of interest forms created on the new website.

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Meet MellyS

Where My Journey Meets Your Success

My career path has been a testament to the powerful synergy between grounded business practices and soulful insight. My story began with the practical backbone of an Accounting career and evolved through my own creative photography business, which taught me the messy reality of being a woman in business and the psychological courage it takes to truly step up and be seen.

This experience led me on a deep dive into the psychology of women. I discovered a repeating cycle to our emotional experiences, a cycle I developed into The Four Stages of Self. My journey then led me into the strategic world of digital marketing, and I realized that what I had developed from the psychology of women perfectly overlapped with the tactical elements of building a business.

This unique blend of expertise means I don’t just understand the tech and the numbers; I understand the human behind the business. I have walked the path you're on, and I am here to bridge the gap between your vision and building a sustainable business that doesn't cost your joy.

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It's Time to Delegate the Action

Your Vision Deserves a Strategic Partner. Apply Now.

Is your business planning a major event or product launch that needs a cohesive, award-winning content strategy? Let's discuss how my creative and strategic expertise can bring your vision to life. Share your project details by applying below.

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