BRANDINGINTEGRATED MARKETING

Birthday Campaign design for premier Sydney hospitality brand  

— Navarra Venues —

 

Mind Methods were tasked with updating a hospitality website with campaign pages to stimulate conversions and be attractive for SEO.

 
 
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Situation:

The client built their reputation as industry leaders in Weddings but they wanted to expand the scope of how the market perceived their offerings.

Mind Methods were tasked with highlighting the client's other sector offerings and present them as a well rounded company that audiences would consider for general events.

The campaign would be rolled out with updated landing pages and email direct marketing.

The main objective of the campaign was to highlight the diversity and capability of various venues to cater for different event types beyond weddings. Additionally, the objective was to also highlight that Navarra Venues specialises in catering for 18th, 21st, 30th, 40th, and 50th birthdays. The campaign aims to highlight the ability of Navarra Venues to cater to birthday events at every stage of life. The campaign started in August with an email and website promotion and will continue throughout them months of September and October on social media.

 
 
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Strategy:

Create a frame which allows for digestible content that will come up on search. Investigate the search terms to best target and develop content which incorporates these word sets.

Find a text and graphic treatment that is applicable across varied event types. This will be the avenue for directing readers to other content across the site.

 
 
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Navarra Venue’s previous website…

Navarra Venue’s previous website…

New website by Mind Methods

New website by Mind Methods

 
Treatment 1: Grayscale, Gold icon.

Treatment 1: Grayscale, Gold icon.

Treatment 2: Sepia, White icon.

Treatment 2: Sepia, White icon.

 
Treatment 3: Grayscale light, Gold icon

Treatment 3: Grayscale light, Gold icon

Treatment 4: Light tint, Gold gradient icon, inner shadow

Treatment 4: Light tint, Gold gradient icon, inner shadow

 
 

Solution:

We created a structure that streamlined the aesthetic from our website rebrand. We compiled a list of possible benefits that applicable to events. A list ranging from drinks, service, location, entertainment, styling etc... In promoting these benefits, we allowed for more SEOable copy and offered avenues for readers to explore the advantages of Navarra Venues.

As there's a risk of having too much content on a landing page and making things too noisy, we also offered gallery pictures and venue suggestions for quick scanning.

The benefits were presented with broad imagery and an icon treatment. Whilst the graphics were consistent, descriptive titles were customised to highlight the selling points. We fleshed out these benefits with phrases that were attractive for search and reinforced messaging we had been using in other media.


 
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Core integrated project deliverables included development and alignment with:

  • Brand Guidelines

  • Communications Strategy

  • Concept Design

  • Graphic Design

  • Website Design

  • Landing Page Design

  • User Experience (UX)

  • Mobile Responsive Design

  • Layout Design

  • Illustration

  • Photography

  • Website Development

  • Online Marketing

  • Search Engine Optimisation

  • Search Engine Marketing

  • Website Content Structuring

  • Website CSS Styling

  • Integrated Marketing Campaigns

  • Communications Implementation

  • Blogging

  • Content Marketing

  • Event Marketing

  • CRM Consulting

  • Automation & Triggers

  • Sales Data Integration

  • Customer Segmentation

  • Keyword Research

  • Link Analysis


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