Melbourne Cookie Co.

Melbourne Cookie Co. small retail business had been running for a couple of years, with limited success. Sales were not growing and cafe was not delivering as expected. There was a basic e-commerce site, which was clunky and a logo.  Poor imagery and it was completely missing the unique brand story. They had a good product but needed direction, with a brand overhaul, new e-commerce website and communications.

Approach

Reviewed the competitors, landscape, defined objectives, customer mapping, defined what is the value proposition is. The style of creative appropriate will we use including digital Media audit. Crafted a communications plan, then worked with the team  to roll it out.

Direction

Overhaul brand redefine and create new website and communications, focus on corporate and gifting with increase events in store to drive Local Area Marketing LAM and Word of Mouth WOM.

Proposition

Delivering Smiles Across Australia – focused on what the Cookies do as well as ranges designed for gifting and celebrations via seasons.

Creative direction

• Focus on Melbourne icons, white french provincial undertone in cafe
• Utilise Made and home in Melbourne
• Brought life to the brand with illustrations highlighting Melbourne Icons, Flinders street station, Trams, fashion, food and architecture – Terrace houses
• Messaging to focusing on used hand drawn elements to showcase handmade cookies

Photography

• Shoot founders to tell the story behind the brand
• Regularly shooting all cookies for use across website, print and social media, utilising stylist to highlight on the attributes of each range
• Focused ranges on seasonally capturing the colourful shapes and designs all in keeping with new brand direction

Digital Marketing

Website built E-commerce site built with SEO principles, boasting a  blog, secure payment options, shopping cart, easy to use interface for internal team to upload new products and ranges from backend. Designed to push through content to social media channels.

Cafe & Website

Brochure site to highlight offers and events.

Events

Created events focused on driving new brand activations into cafe to increase Local Area Marketing(LAM) and improve Word of Mouth  (WOM) – Mothers day, Halloween, Melbourne cup, (high tea) Christmas, etc.

Content Marketing

Crafted and develop weekly blog posts & social media articles to harness produce offerings campaigns & SEO.

Social Media

• Linkedin campaigns – provided direction to create  profiles,
• Facebook campaigns – developed company pages, rich with content – drove up new fans, likes, event registration and sales
• Twitter campaigns – publishing relevant content to audience following and growing followers
• Pinterest – set up profile with relevant content
• Instagram – pushed through relevant content

Direct Mail

• Created local area marketing (LAM) materials introducing the parties and
• Created seasonal offers relevant to local area

Stationary

Developed all cafe menus, gift cards, flyers and promotional materials.