Beer and BBQ Festival
Background: South Australia has a deserved reputation for putting together some of the best and tastiest, festivals in the world, from large affairs with international appeal to more locally based food and wine events. The Adelaide Beer & BBQ Festival (ABBF) is firmly aimed at those who like nothing more than relaxing with friends with a few beers and a barbie. Held over three days in July, ABBF brings together the best of South Australia’s beer brewers and compliments it with the genius of BBQ cuisine, International personalities and live music.
The Task: Develop a tailored communication plan to build the audience, sell tickets and attract Interstate visitors to the event.
What We Did: Activate, implement and manage the communication, marketing and advertising campaign; including large format out of home, social media channels, live streaming and Public Relations.
Result: 14,000 visitors attended the ABBF in 2017; visitors have doubled within 3-years. Over 70-brewers exhibited in 2017, a 30% increase since 2015. After 3 short years ABBF is a well-established winter festival. Brewers, locals and Interstate beer lovers now add this event to their calendar as a ‘must attend’ annual pilgrimage.
Background: Hamilton Holden is one of the oldest Holden dealerships in South Australia. Employing over 70-staff they are known affectionately as the Holden dealer at the bay.
The Task: Assisting with the day to day marketing including sales campaigns which vary month to month and need to adhere to the national GM Holden offers. Feeney Marketing meets regularly onsite with the Dealer principle and sales and marketing department. Managing media, communication, marketing material and assisting with events.
What We Do: Feeney Marketing assists with the marketing strategy. We plan ahead broadly for 12-months and then each quarter is planned in advance. Monthly meetings are scheduled to ensure smooth activation of all campaigns, events and sponsorships are assessed regularly. Hamilton Holden are very active within the community, sponsoring over 25 local clubs including football, netball, bowls and are also major sponsors for Glenelg Football Club, Brighton Jetty Classic, Beer and BBQ Festival
Result: Forward planning assists all departments, new and used cars and service to think ahead.
World Environment Fair
Background: The World Environment Fair was developed so that like-minded people could come together and celebrate the environment. An inaugural event built from the ground up and launched 3 and 4 June 2017, the event attracted over 10,000 visitors over a 2-day weekend.
The Task: Build a contemporary and relevant brand supported by a strategy that connected a mainstream social and environmentally aware audience to businesses and brands that offered eco and environmental products and services. Underpinning the event was a focus on engaging the community with an event that would celebrate the environment and also educate and connect visitors to extraordinary environmental places and destinations.
What We Did: Activate, implement and manage the communication, marketing and advertising campaign; including large format out of home, social media strategy and management and Public Relations.
Result: Close to 10,000 visitors attended World Environment Fair in 2017. As part of our process we survey visitors and over 82% of visitors said they will attend again in 2018. Over 85% rated Word Environment Fair as excellent and over 81% of visitors agreed the event was value for money. The dates for 2018 are 2nd and 3rd June, hope to see you there!
Lincoln Rural Supplies
Background: Farmers and regional communities face unique challenges, there’s a lack of capital, an ageing workforce, and a decline in young people staying on the land and in regional townships. But on the other, many businesses are performing well, the market is buoyant, and the growth prospects for ‘brand Australia’ are bright.
The Task: Feeney Marketing was asked to develop a strategic marketing plan and a tactical implementation plan. The strategy included traditional and digital marketing.
What we did: We started with a strategic workshop and deconstructed what the business had been doing and from here we established what needed to be achieved. Our work is continuing with Marc and his team at Lincoln Rural and EP Water
Result: Lincoln Rural and EP Water are uniquely positioned to help farmers, their families and their community prosper.
Background: HOLDEN has a long and steeped history in South Australia. The closure of the Elizabeth manufacturing facility was deeply felt by South Australian’s. HOLDEN wanted to ask the state of South Australia to share their stories to celebrate the journey so far. The Royal Adelaide Show is the states largest event so what better way to show case the journey than at this event.
The Task: Create a campaign that would encourage South Australian’s to share their stories and memories.
What we did: Designed a campaign to collect everyday South Australian stories and catalogue them. HOLDEN choose the best story. The winner got to own a HOLDEN for an entire weekend. The event went for 10-days and the activation included a display of historical cars and a media wall that visually depicted the journey of HOLDEN so far.
Result: Over 300 stories were collected and over 100,000 South Australian’s visited the display.
Background: Quality, independent analytical services is APAL’s core business. An innovative 100% locally owned company specialising in soil, plant and water analytical services, and focused on prompt delivery of results to the industry, through a variety of flexible, innovative reporting formats.
The Task: Develop a strategic marketing plan taking into account APAL’s growth and entry into new markets, including Perth.
What we did: A brand review and audit was undertaken and a comprehensive online and traditional communication plan was created with key messaging together with clear brand positioning.
Result: APAL is fast becoming one of Australia’s leading independent soil, water and plant laboratory.
The New Daily
Background: The New Daily is a Melbourne-based news website. The New Daily’s journalism is independent and has a mass-market, general-interest flavour with an emphasis on news rather than opinion. The site is funded in part by superannuation companies.
The Task: Conduct research into aesthetic, design and user experience on The New Daily website.
What we did: Recruit industry superannuation fund members from a broad demographic cross section and test their reactions and responses to the brand, navigation tasks, typography appeal, content, balance of text to images, and overall appeal. Testing took place in the CBD Melbourne and responses and feedback was reported in real time so that the development team could adjust and finalise design and navigation immediately.
Result: “The testing that Feeney developed and conducted on The New Daily website was invaluable to improving not only the look and feel of the site but also the customer experience.” Paul Hamra, Publicist Solstice Media
Ask for Cask
Background: Think Aussie icons – the Holden car, meat pies, Hills Hoist – and add one more to the list – the humble cask. In 2015 the classic Aussie invention turned 50. Ask For Cask was a joint initiative of the cask wine sector – involving Australia’s leading wine makers Yalumba De Bortoli Accolade collaborating to celebrate the iconic product
A marketing strategy was developed to support the initiative and activate public opinion and create a conversation that would reinstate cask wine as a staple wine choice.
The Task: Shift perception of cask wine so mainstream consumers would perceive cask wine as a suitable and quality wine of choice. The campaign needed to engage wine lovers in a positive conversation and entice past cask wine lovers back into the category as well as recruiting new wine drinkers.
What We Did: Feeney Marketing developed the national strategy and worked with some of South Australia’s leading agencies including On Creative – developed the creative and brand material, Starcom to assist with national media buying and Michels Warren who assisted with PR. The campaign employed a heavy social focus, out of home messaging, online media, and included dedicated pop up events in Sydney and Melbourne. Videos of these events captured visitor sentiment and a pre, mid and post tracking survey was adopted to measure results.
Result: Advertising recall for cask wine increased with 18% of respondents recalling seeing the digital and the video clip online. The campaigns messaging “For all occasions” and “For all celebrations” registered 69% and 73% recall respectively.
Background: South Australia’s Science Alive! is the largest single interactive science expo in Australia. Now in its 12th year, the expo attracts nearly 30,000 people and is set across 17,000 m2
The Task: Raise the profile of Science Alive! Encourage online engagement, build social channels and online ticket sales.
What we did: Develop an exciting and appealing brand identity and a communication platform that would engage audiences and illicit excitement in the Science Technology Engineering and Maths (STEM) disciplines. Using data, we identified the expo’s target audience – young mums with primary aged children whose interests included art, science, culture, education, and live theatre museums. It became evident that the brand would require an eye catching, bright and exciting visual identity to attract interest from both parents and children. The campaign employed a social heavy focus. A new website and videos were developed. Radio and television were activated during the immediate lead up to the event.
Result: Over 30,000 visitors attend Science Alive! Online tickets now accounts for 60% of total sales. Facebook followers have grown 70%; Instagram continues to build.
Centennial Park Cemetery
Background: Established in 1936 Centennial Park is an important part of South Australia’s history. But today one in five Australians do not subscribe to a religious faith, so for an industry that had been shaped by religion this presented major challenges.
The Task: Develop a strategic marketing plan taking into consideration the master plan. A complete review of the organisation’s future strategic direction was required.
What we did: Developed strategic marketing priorities to ensure a results focused outcome. Our work included a total brand review, conducting a SWOT analysis to identify key strengths, weaknesses, opportunities, and threats. Future facilities were examined and benchmarked against social, technological, economic, cultural, and religious trends.
Result: The board adopted all recommendations and the plan is currently being implemented.
Background: Knight Frank an old established brand is one of the worlds leading property-selling agents. The Adelaide division wanted to integrate a digital communication platform while retaining its premium market leading position and heritage.
The Task: Integrate new media technologies while retaining existing traditional formats.
What we did: We conducted Industry research and reviewed the existing communication collateral.
Result: We developed a new sales platform, which incorporated new services and introduced online digital advertising, DVD property streaming facilities. Printed property catalogues were transitioned over to online and a data base wash conducted. Electronic direct mail campaigns were scheduled and links to online market reports and property videos were included. While the campaign being developed consultation with the field team continued as an important part of the process – they were selling the services and products so they needed to be on board!