Central Coast Makers Trail Reaches 1 Million+ Visitors

The Brief

Central Coast Makers Trail, a collective of passionate tourism providers on the Central Coast of Australia, recognised the potential for significant growth in attracting visitors and boosting the local economy. However, their existing grassroots initiative needed a cohesive brand identity and a comprehensive digital marketing strategy.

Missing Link Social Media was tasked with transforming the Central Coast Makers Trail into a world-class tourism brand, driving increased brand awareness, engagement, and, ultimately, bookings for participating providers.


The Approach

MLSM embarked on a comprehensive 12-month growth project, collaborating closely with the Central Coast Makers Trail providers, Central Coast Industry Connect, and our trusted partners. Our multi-faceted approach encompassed:

Project Management: Ensuring seamless coordination and timely execution across all deliverables.

Marketing & Brand Strategy: Supporting our partners to craft a clear and compelling brand identity that resonated with the target audience and positioned the Central Coast Makers Trail as a premium tourism brand.

Digital Marketing Matrix: Developing and driving a comprehensive digital marketing strategy encompassing

  • Social Media Strategy: Developing and executing organic and paid social media campaigns across Facebook and Instagram to target specific demographics and interests.
  • Website Build: Collaborating on creating a user-friendly, visually stunning website showcasing the diverse experiences the Central Coast Makers Trail providers offer.
  • High-End Promotional Video: Project management to produce a captivating video that showcases the unique experiences and beauty of the Central Coast Makers Trail.
  • Email Marketing: Designing a targeted email marketing strategy to build a database, nurture customer relationships, and drive bookings.
  • Branding: Partnering on the design of a distinctive brand identity that translates seamlessly across all digital platforms..
  • PR Strategy: Working with our PR team on securing targeted media coverage to generate brand awareness and build positive public perception.

Ongoing Execution: MLSM successfully implemented and managed all digital marketing initiatives for 12 months.

Meet Our Makers

The Results

The meticulously crafted digital marketing strategy yielded impressive results:

Brand Exposure: The Central Coast Makers Trail was exposed to over 1 million unique users on Facebook, Instagram, and YouTube.

Social Media Growth: The campaign achieved significant social media growth, with 4K Instagram followers, 5K Facebook likes, and an enthusiastic audience generating 100K post engagements, including 15K post reactions.

Booking Action: The campaign effectively drove action for the Makers, generating 1.7K booking clicks and successfully directing potential visitors towards concrete travel plans.

Email Marketing Success: The email marketing strategy yielded a substantial 2.5K increase in email subscribers, allowing for ongoing communication and nurturing of leads.

Website Traffic: With 50K website visitors, the campaign effectively directed potential visitors to a valuable resource for trip planning.

Considering a refresh for your business’s marketing strategy? Please don’t hesitate to reach out via our contact page, give us a call on 1300 031 686 or book a time with Perry here.

James Cant
Perry and the team are awesome! They’ve done a fantastic job with profitably scaling our ads up to $80k per month in spend
Jason Campbell
Perry and his team completely opened my eyes (and those of my colleagues!) to the potential of reaching new audiences. They took us on a journey of discovery, showing us how to leverage social media to connect with the perfect customers for our products and services. I know there are countless businesses out there like ours – companies doing fantastic things but hesitant to dive into social media marketing. The fear of wasted investment is real, but Perry's team addressed those concerns head-on. They showed us clear strategies for maximizing ROI and measuring success.
Teneke Ranson
Missing link have been exceptionally helpful for our business and are always professional with an approachable friendly team that are passionate about what they do. No hesitation to give 5 stars.
Jeremy Jones
Yes, they're worth it. I've got a background in ecommerce and have always run my own social ads but when I launched my most recent business last year it grew faster than I could manage on my own. I reached out to several marketing agencies and after meeting with many (and trying out one other one) it seemed clear that Missing Link was the one for us. They truly care, are highly responsive, and spend copious amounts of time trying to understand every inch of my business so that they can get the best outcomes for me. They worked out my expectations and haven't stopped striving to meet and exceed them. We were unsure how our usual peak season would go with the rising cost of living as many consider our products a "nice to have" and not a "must have" but they exceeded our ROAS targets and outperformed the same period YoY (yes, even including their fees). Their knowledge of the industry is immense and they treat our business as if it's their own. Highly recommended. Thank you Missing Link!
Irwin Hau
We recently had the opportunity to work with the Missing Link Social Media team on a social media strategy we had in mind for our company, and the experience was nothing short of enlightening. Their expertise not only brought clarity to our vision but also transformed the way we approach social media. Their frameworks were easy to understand and made a lot of sense. The team has a knack for translating complex concepts into actionable insights, and that's something we've seen benefit not just us, but many of our clients as well. They have helped us elevate our clients' success, making us look like superstars in the process. I special thanks to Perry Henderson, who has been a guiding light throughout our journey. You're a true champion and social media guru my friend! His personal touch, commitment to understanding our needs, and constant support have made working with Missing Link a truly exceptional experience. If you're seeking a partner who can bring clarity to your social vision, you're definitely in the right place.
Bec Jerdan
I have worked with Perry & the team since 2018, on multiple client accounts. They deliver above and beyond with both results and service month on month. I HIGHLY recommend the team to help with your social media advertising needs.
Leanne Rehua
I called Missing Link on a whim seeking some important information about social media marketing. He was on vacation, however was more than happy to run through everything that I needed to do to get on track. Perry was clearly an expert in the industry but also a genuine down to earth human that was helpful and supportive. I highly recommend reaching out to Perry from Missing Link for any social media marketing concerns.
Rob Fish
Perry at Missing Link came highly recommended. Fair to say, I was anxious that the last client he may need was a 50-year-old with no social media experience. Perry's help was invaluable in developing and implementing an effective and targeted social media strategy that has already delivered quality new clients. I have also received content and LinkedIn training from Perry. I now confidently produce the video content I need, and the LinkedIn training has allowed me to develop a targeted network in a short period. The most valuable aspect for me is that the training has imparted the skills to build on my social media campaign. I enjoyed the whole process and can't recommend it enough. Thanks, Perry and team.
Belinda Brown
I can’t say enough good things about Perry at Missing Link Social Media! I had made a mess of my social media accounts and had no clue how to fix them, I called Perry and the issue was sorted in under and hour over Zoom. He took the time to walk us through the simple mistake we had made and couldn’t have been more helpful. If I could give give 10* I would.
bird & hill.
Our first session with Perry was an eye opener, I had no idea about all the tricks and hacks you can use to target the exact customers we were looking for. I will definitely be back for another lesson coming into the new year. Thanks Missing Link and my main man Perry. We are very happy customers - J & S