Central Coast Makers Trail – Brand Launch & Activation

Central Coast Makers Trail Generates 4.1 Million Impressions

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.

The Results

The meticulously crafted digital marketing strategy yielded impressive results:

Brand Exposure: The Central Coast Makers Trail campaign generated over 4 million impressions across Facebook, Instagram, and YouTube.

Social Media Growth: The campaign achieved significant social media growth, with 4.2K Instagram followers, 6.1K Facebook likes, and an enthusiastic audience generating 176K post engagements, including 16K post reactions.

Booking Action: The campaign effectively drove action for the Makers, generating 3K 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 57K 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.

 
 
 
 
  EXCELLENT  
  
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 Britt Ruja 
 
 
 
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Perry, Chris & the team are extremely knowledgable in all things digital marketing from strategy to implementation and everything in between!
Highly recommend their services.
  
 
  
 
 
 
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 Jaden Frame 
 
 
 
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We were a bit unsure of what was needed and a bit hesitant to go with Missing Link due to the higher investment compared to another agencies. We were also a bit unsure about the research, workshop, and strategy process because we thought we were across our marketing strategy. Since engaging with Missing Link for Research, Strategy, Workshop, Social media and Google ads, we have been blown away with their sense of urgency to keep to the agreed time frames and the follow up, assistance and patience throughout the process. My eyes have been opened to the potential of social media for our business. Thank you Missing Link Social Media.
  
 
  
 
 
 
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 Shania Hornsey 
 
 
 
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Working with Perry and the team at Missing Link Social Media has been fantastic. We were looking for an advertising company who matched our values and visions at Svelte Kitchens and they were a great match. Working with them has been great, from easy communication to working to specifically accommodate our requirements.

From $9k in ad spend, we've generated 109 leads and amazing awareness with 252k impressions, leading to a 15.7 times return on our advertising spend. We would highly recommend Missing Link Social Media for their great communication, incredible results and their tailored approach to our business.
  
 
  
 
 
 
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 James Cant 
 
 
 
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Perry and the team are awesome! They’ve done a fantastic job with profitably scaling our ads up to $80k per month in spend
  
 
  
 
 
 
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 Jason Campbell 
 
 
 
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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.
  
 
  
 
 
 
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 Teneke Ranson 
 
 
 
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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.
  
 
  
 
 
 
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 Jeremy Jones 
 
 
 
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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!
  
 
  
 
 
 
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 Irwin Hau 
 
 
 
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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.
  
 
  
 
 
 
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 Bec Jerdan 
 
 
 
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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.
  
 
  
 
 
 
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 Leanne Rehua 
 
 
 
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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.