Zara Coleman

Zara Coleman

Bachelor of Communication Studies (Management, Public Relations)

Waikato Management School

Zara Coleman (nee Tempest) is a blogger at Mosh Social Media and a copywriter at Mabel Maguire, a boutique Auckland agency that specialises in content marketing, social media and public relations.

Originally from Tauranga, she's spent many years working in the comms world, and is a dab hand at anything to do with words.

Since completing her Bachelor of Communication Studies degree at Waikato in 2006, Zara has worked both agency-side and in-house for some exciting New Zealand and international brands.

The signs were there from the very beginning; at university Zara was part of the winning team in the Chesterman Group Public Relations Campaigns competition.

Previous roles have seen her plan and execute marketing campaigns, PR and events for organisations such as the Child Cancer Foundation, Villa Maria Estate winery, Emirates, Foodstuffs, and Auckland Council.

She's also worked as a professional writer for AGM Publishing, a cross-platform and events company with a focus on architecture, design, landscape, building and construction, through  highbrow magazines such as Urbis and Houses.

Zara is also mum to a busy little dude, Hunter, and in her spare time you will find her poring over design blogs, learning new things on, and dreaming up ideas.

Zara has some useful advice for aspiring marketers on how to capture the loyalty of the growing millennials market; consumers in their 20s and early 30s who now make up a quarter of the world's population.

"They are also massive consumers, early adopters and trendsetters, and savvy and powerful influencers with large networks at their fingertips," says Zara.

"They're pretty important, but gaining their loyalty isn't always easy because they're also very discerning customers. Once you've earned their friendship though, they are happy to participate in conversations, interact, and play their part in shaping and communicating your brand."

With millennials checking their phones up to 157 times a day, Zara advises marketers to get creative and invest their energies in targeted digital and social media campaigns that will get people talking.

She is a big fan of the AirNZ Airpoints mobile app, which shows consumers the tangible benefits of joining Air New Zealand's membership card scheme by providing instant information about upcoming flights and destinations.

She also loves MasterCard's #pricelesssurprises Twitter and Instagram campaign in the United States, which rewards cardholders with outrageously good prizes like tickets to the Grammy Awards.

"Millennials love freebies, and rewarding them with cool stuff will help them feel special and better connected to your brand. Finally, get them involved. Create social activations that require active participation and let millennials be part of creating your social media content. They are really good at it!"

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