The Fetch Blog

Curated reads and events for professionals

Featured job: Client Whisperer, Apostrophe Copywriters, Melbourne — May 11, 2014

Featured job: Client Whisperer, Apostrophe Copywriters, Melbourne


Apostrophe Copywriters – Melbourne’s first copywriting collective – is on the hunt for a mid-weight Client Whisperer. Discover more below.

A not-so-traditional role.
Primarily, they’re after someone who’s good with people –­­­­­­ an inspiring communicator who’s well connected in the design, digital, corporate, new business or branding world (or can be with very little effort).

You know the kind – able to deliver a pitch with the charm of Clooney, the clarity of Tim Ferris and the warmth of Oprah. A triple threat communications pro.

Must possess super powers.
The candidate doesn’t have to wear a cape or anything, but must be super brainy, super malleable and super dedicated. A day in the life of an Apostrophe Client Whisperer might include writing briefs, meeting writers, drinking caffeine, and then flicking the switch on the right brain for some off-the-cuff thinking.

The more versatile you are, the better. Play the guitar? Fly a plane? Bake cupcakes? Right on.


Socks up.
A good attitude isn’t enough. It needs to be frickin’ amazing. Deeply collaborative with an entrepreneurial spark, this person must have a passion for people and a willingness to learn. Kudos and constructive criticism are valued equally.

The power of one.
While Apostrophe is made up of 25 writers, there will be times where the candidate will be working solo, so he/she must love his/her own company. Insert clap (or high five for one) here.

Short (or long term)
At this stage, they’re after someone for three months. In saying that, if KPIs are met they’d like to make this a full-time role.

They’ll give you:

  • A trampoline to jump as high as you want to
  • An inspiring office space (in Thornbury) buzzing with startups and entrepreneurs
  • A decent wage based on your hard work, profile and experience
  • The chance to work with a kick-ass team of wordsmiths
  • The opportunity to rename your job title
  • The freedom to do your work exceptionally well.

While agency background (digital, branding, design or advertising) is a plus, it’s definitely not a mandatory. They know skills are transferrable and the right person will be able to shimmy them over better than Tina Turner herself.

If you feel like you have the right stuff, email them at

They’d like to see a CV and some creative answers to the questions below.

  1. What are the three words that summarise your higher purpose?
  2. What’s your favourite word?
  3. How would you connect with a person who didn’t want to be connected with?
Featured job: evening host, Hub Melbourne, Australia — May 4, 2014

Featured job: evening host, Hub Melbourne, Australia


Do you love innovation and the idea of coworking, collaboration and community? Do you love bringing some order to things, and connecting with and supporting amazing people? Are you committed to exceptional customer experiences?

If yes, then please read on.

Hub Melbourne is a professional member community that drives innovation through collaboration. They’re now looking for an evening host.

It’s made up of individuals, startups, social enterprises and large corporate, government and education institutes. At our centre is a ‘clubhouse’ – a coworking and innovation space on Bourke Street. They are part of a global network of almost 60 similar ‘Hubs’ around the world.

At the heart of Hub Melbourne is a core team of dedicated individuals whose role is to create an environment where diverse people, organisations and sectors come together, work on projects, swap ideas and innovate. They do this by hosting physical and online collaboration spaces, curating events for learning and networking and catalysing connections for our members. They’re constantly !innovating new ways to work and do business.


Their values are: Open, Collaborative, Autonomous, and Entrepreneurial.

Overview of the role:

An awesome evening host to collaborate with the team on all facets of the business.

Your role will involve:

  • Providing a welcoming environment for Hub members and space users
  • Supporting Hub members to ensure their Hub experience is an awesome and successful one
  • Space beautification
  • Events setup and breakdown
  • Daily coworking space reset at end of day
  • IT support (shared with day host)
  • Identifying and implementing continuous improvement processes and procedures
  • Working as part of a dynamic duo with the day host

For this role, you must:

  • Dig the idea of innovation and collaboration (this is a deal breaker!)
  • Understand and participate in the digital world
  • Have a willingness to teach others
  • Have excellent research and networking skills – know the right places to look and people to ask
  • Be super-organized, flexible, process-oriented, and open-minded  Be willing to jump in and help wherever needed
  • Have a passion for space beautification
  • Be a hospitality super person with high standards of space cleanliness

What’s in it for you?

  • You’ll be a key member of an energetic and fun small core team
  • Enabling an inspiring and diverse network of over 200 people in-house and 7,000 people globally
  • Being part of a company with a vision and plan to make a difference
  • Working from one of the coolest workplaces in town (12.30-9.30pm, some flexibility with hours)
  • A full-time role based on Bourke Street
  • This role provides you with $55K incl. super plus phone allowance and professional development allowance

How to apply:

Please submit a two-minute video on why you would love to work with Hub Melbourne, plus a LinkedIn profile to:

Full job details:

Event review: She Hacks – Australia’s first female-focused hackathon — March 30, 2014

Event review: She Hacks – Australia’s first female-focused hackathon

She Hacks Melbourne - Yishan Chan Photography
Yishan Chan Photograph

Kat Loughrey recently caught up with She Hacks runner-up Jackie Antig, on her first-time hackathon experience.

If you somehow missed it, Melbourne recently played host to its first ever all female hackathon called She Hacks. Girl Geek Dinners ran the event with the aim of bringing together groups of women across different skill sets to engage in collaborative computer programming. The theme was ‘Communities & Neighbourhoods’ and each group was provided the space, and support via industry mentors, to develop and nurture an app concept in less than 24 hours. As a mentor, I was suitably impressed by the creativity, ideas and sheer determination by the teams to produce a high quality product and prototype within this tight timeframe.

Selling out within a week and with the participant’s donations going to One Girl, the event was definitely a huge success and a big win for local women in tech. It showcased just how many talented women there are locally – and generated positive media coverage in the process.

To ensure success within the teams, each group was required to include three different skill sets: think Hipster (designer), Hacker (programmer) and Hustler (marketing and business – growth hacker). The Fetch Community Ambassador Jackie Antig assumed the hipster role within her team, and shared with me her recommended tips and insights on presenting at a hackathon.

What inspired you to participate in She Hacks?

I’ve been wanting to participate at a hackathon for years, but I didn’t have the courage to before. I am a bit of a shapeshifter across product feature development, communication and design for technology but I only know how to do a couple meagre lines of code (that may change in the future). I had falsely assumed that you had to be a true-bred coder in order to be a successful participant at a hack. She Hacks did a particularly swell job at rolling out the welcome mat for all backgrounds.

Of course, the focus on supporting and promoting women in technology was the biggest draw. One of the roads to closing the gender gap in the sector is skill development. Another road is building up confidence by being challenged and overcoming the challenges in a wicked smart, supportive environment. Girl Geek Dinners Melbourne and She Hacks takes care of both ends.

In making your final pitch, each team only had three mins to present. How did you find this and working with the team, to pull a presentation together with limited time?

In the beginning we were quite ambitious about the amount of information we were going to fold into the pitch. Our early time trials proved we needed to pare down. We prioritised defining the problem statement clearly, our product prototype demo and the storyline about how it addressed the problem statement. We sacrificed the gory details about business forecasting and sustainability but had a feeling that the judges would likely tease those elements out in the question round.

There’s so much you could include but with limited time, what are the top five things you’d recommend that you should make sure to include in your presentation?

Problem, solution, empathy, feedback, and actionable idealism.

Identify a clear-cut problem, design a solution driven by empathy and test your assumptions. Display a sense of actionable idealism; dream up something wild but show you know how to break it up into realistic bite-sized pieces and steps.

I noticed that most groups used slides and visuals. What do you think are “must-haves” in the way of visuals for your presentation?

Minimalism and impact.

She Hacks had an impressive panel of judges (see list here). Knowing who they would be, did that change the way your team decided to present? What do you think the judges were looking for from the teams?

We kept their background separate from our approach. The three minute time limit was the cracking whip against our backs.

I would say they seemed to be evaluating feasibility and real-world application.

Best part of the pitch presentation?

The rush to get up and tell everyone about what we came up with.

Worst part of the pitch presentation?

The nagging feeling we forgot to mention something important.

Would you participate in a hackathon again where you need to present/pitch?

Absolutely! Already searching for the next one.

What advice would you give to others doing a hackathon for the first time and for women considering participating in next year’s She Hacks?

You have the chops!

She Hacks - Wake Up Dress Up team - Yishan Chan Photography
The ‘Wake Up Dress Up’ app team with their runner up awards – Quinnie Chen, Jude Gammie, Jackie Antig. (Image credit: Yishan Chan Photography)

Your team came second, congratulations! So what’s next for your app idea: ‘Wake Up Dress Up‘?

Thank you! We’re trying our best to follow through on actionable idealism. We will be doing a healthy dose of evaluating the morning routine needs of women and the current relationship-building models local fashion designers currently engage in with their customers through a combination of data gathering and ongoing conversation.

We also need a mobile developer on board. Drop a hello our way via Twitter if want to learn more or are interested in pitching in:

SheHacks 2014 Melbourne from Inspire9 on Vimeo.

Thanks to the She Hacks official photographer, Yishan Chan Photography, for the photos. See her full gallery here from the event.

About our Curator // Kat Loughrey is the Melbourne Curator of The Fetch, a community where professionals can discover and share what’s happening in their city. Originally from Brisbane, via Japan, Kat now lives in Melbourne – a digital content strategist by day and explorer of Melbourne’s digital/tech, arts and music scenes by night. Follow her on Twitter at @KatLoughrey & @thefetchMELB

11 ways to be awesome at your startup’s PR —

11 ways to be awesome at your startup’s PR


Getting positive press coverage can be of huge benefit to any company. Copywriter and PR geek, Ash Anand, highlights key elements for achieving earned media for your new startup or business

A key principle of public relations is securing unpaid coverage in the media with the aim of getting brands noticed. It’s a cost-effective way of raising awareness of your product, gives your brand credibility and introduces your company to new potential customers or business partners.

But getting the media’s attention is no easy job. Which is why these important tips will help:

1. Get online

Launching a business without a website is like Homer without Marge, toast without Vegemite and trams without fare-dodgers.

You get the gist. Something’s amiss. If a journalist is going to write about your company, chances are they’ll include a link to your site for their readers. A great product championed by a brilliantly designed website and captivating copy is what will convert browsers into buyers.

A website designer or WordPress can help you with the look and feel, but the copy needs to stand out – after all, what you say and how you say it is what’s going to sell your business to potential customers.

Lots of small business owners make the mistake of writing their websites themselves, but hiring an experienced copywriter will not only make the words leap off the page, thereby engaging readers, but a great content writer can also optimize your site for search engines.

If your site’s easier for Google to find and the copy’s well-written enough to keep customers on the page, the upfront outlay will reap huge rewards for your business in the long run.

2. Prepare a public relations strategy

It’s crucial to have a PR strategy for your brand, clearly identifying your objectives and tactics. Outline a PR plan for the next 12 months, including your:

  • Audience
  • Key messages
  • Communication objectives
  • Spokespeople
  • Media angles, stunts or promotions you have in mind

Your PR strategy should recognize what you want to achieve through the year and exactly how you plan to do it.

Pay specific attention to how you’re going to measure your media success – will it be evaluated in terms of revenue, total Advertising Value Equivalency or a front page story in one of your key media targets?

3. Know your media

A strong media database means you’re going to get your brand noticed by the right people. Be targeted in your approach. Research media that your audience reads, listens or watches and take note of specific sections or programs where journalists cover your field. Online research will also help you find popular bloggers and freelance journalists who write about issues your business relates to.Collate publication names, specific contacts, job titles, phone numbers and emails – and update your list regularly.

4. Seriously, people. Know your media

A media database is only half the story.If you want to launch a product on a particular date or at the start of a specific season, you’ll need to research media lead times. Monthly magazines have longer lead times (roughly 3-4 months in advance) than weekly magazines (4-6 weeks) or daily papers (1 or 2 days).Online news has a very quick turnaround but online features and blogs usually plan well ahead so it pays to do your research before you send your release.

5. Put pen to paper

Journalists are inundated with a gazillion media releases daily so yours needs to stand out. Write your own if you are an excellent wordsmith, otherwise recruit a PR specialist to help. Media releases have a rough formula, based on journalists probably not having enough time to read each one fully. You should write the most important information in the first two paragraphs (the what, why, where, who, when and how), and build on it from there. The copy should be engaging, succinct and flow naturally. Media releases should be no longer than two pages – and that’s with line spacing!

6. Pitch

Follow up calls are crucial after sending out a release to media contacts. Always start by asking your target journalist if they’re free to talk; be friendly and keep your telephone pitches interesting and concise. Think about why the journalist would want to write about your product or company – what’s its USP? Why would their readers want to know about it? Is there a unique backstory about how the product or service came about?

7. Launch tactics

If budget permits, send out samples of your product to key journalists for review. Better still, organise a press launch to network with journalists directly.

8. Get visual

Organize a simple but eye-catching stunt for coverage as a photo in a print publication or even a quick clip on TV news. Alternatively, harness the power of the internet to kick off a creative viral campaign. A clever, unique and engaging YouTube clip can spread the word on your brand in mere moments.

9. Set the news agenda

Get quality coverage of your business by piggy backing off relevant news, timely awareness days or commissioning a survey which piques the interest of editors, as well as being relatable to your field.

10. Get social

Create conversation around your company through social media platforms. Whether it’s Facebook, Twitter, Instagram or any others – plan what you want to say and when you want to say it. Posting three times a week is a good start but make sure your posts are relevant to your industry and interesting to your followers. Develop a brand tone and voice that suits your audience and make sure your posts have a good mix of product specific updates and other topical and engaging information from across the Net. Promote your social media pages, and ergo, your business, via your contacts, advertising and suggest links are included in any media coverage you secure.

11. Be your brand’s ambassador!

You know your business inside-out so your passion can help you raise awareness of your company. As a knowledgeable and astute spokesperson, you can relay to the media exactly why consumers need your product or service. Be warm, positive and upbeat. Champion your brand at networking engagements and offer to speak at key business events.

Getting a new name out there is hard and fostering a brand that’s trusted and liked by the masses is even harder. But not impossible! With a considered plan, creativity, enthusiasm and time, you can secure excellent exposure for your business.

About our contributor // Ash Anand is a freelance copywriter and PR consultant based in Melbourne. She specializes in lifestyle, consumer, NFP, education and health sectors. Visit or follow her on Facebook or Twitter.

Image credit: Freepress

Hello Lauren – our content and production manager — March 15, 2014

Hello Lauren – our content and production manager


We’re pleased to welcome Lauren Jewell as our new content and production manager. Melbourne-bred, Miami-based Lauren has been doing an amazing job of managing the processes and curators involved in curating The Fetch to its fine-tuned standards each week. We’re lucky to have her on the team!

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