UPA North Coast Campaign

A campaign created to help families keep their traditions

Our work at Barefruit is always varied, challenging, interesting and fun! Recently, we created and rolled out a campaign for our client UPA North Coast – providers of Aged Care Services as well as Youth Care Services on the North Coast – called “Keep Your Traditions”. This campaign was specifically for their Home Care Service sector, a sector that experienced a new level of competition beginning in 2017, due to a Government Reform.

The goal of this campaign is to help UPA achieve more Government Home Care Package customers. Something that with the right marketing campaign should be achievable given the client’s strong history in the sector. They are an award-winning provider who has been in Home Care successfully and with an excellent reputation since 1995.

The campaign is centred around an emotive 30-second Television Commercial for which we engaged our best creative partners in both conception and production. Over several collaborative meetings as well as individual time, we conducted sector research, created strategy based on this research, and came up with 12 campaign message “stories” that we could tell to connect with our target audiences: a) people who may need Home Care themselves, and b) people whose parents may need Home Care.

The winning message this time which we and the client felt was right to connect with our audiences tells the story of an elderly man, living alone, receiving the help of a Carer to prepare a Sunday Roast. The Roast is symbolic of “Family Traditions” (such as sitting down with family on a Sunday, at home, for a Roast dinner) that we all know and love, particularly older people who have upheld their traditions for many years.

The message tells our audience through live action and an emotive song, that you can “Keep your traditions” with the help of UPA Home Care. Because UPA helps you stay in your home longer, and help you perform tasks that might be difficult because of age and ailing health.

The TVC concludes with the Carer leaving the man’s home, with a smile, and the family arriving, surprised and utterly delighted to see the tradition of their Sunday Roast once again adorning his dining table.

The TVC is supported by a Campaign Landing Page (upahomecare.com.au), which further embeds the message with imagery from the TVC and the wording “Keep your traditions”. The landing page allows users to contact UPA Home Care with ease themselves, or to fill in a contact form to be contacted and receive more information about UPA Home Care.

The form is linked to a MailChimp List which will be further used to remind people about UPA Home Care.

A thorough digital campaign also supports the overall campaign, with display ads, Facebook ads (including a retargeting campaign), google ads, and keywords.

The images and message from the TVC and other mediums are also rolled across the press ads which will be in the papers of the geographic areas we are targeting.

To tie everything in, all the Home Care collateral such as brochures, guides, folders etc. have been updated in imagery and message to tie into this campaign.

This kind of strategic and focused campaign is both challenging and highly rewarding to pull together, and when executed correctly, can create incredible brand awareness, emotional response in the audience, and results for the client, which makes us extremely happy!

We hope you get the chance to see the UPA ad on TV, and if you get the chance to check out UPA Home Care for your loved ones’ who might need care, please do – because UPA Home Care will help you and your family “Keep your traditions!”

R U OK?

We started the conversation with our colleagues and asked R U OK, in a meaningful way. 

Connecting regularly and meaningfully is one thing that we can all do to make a difference to each and every one of us - especially if we are feeling not ok.

Regardless of how well you know the person, we encourage you to ask the question R U OK? It is important to realise that a lot of people are suffering in silence and don’t tend to speak up. It’s ok to not be ok.

If you’re not feeling ok, talk to someone you trust. We encourage it to be an ongoing and considered conversation - if you start it, take the time to help and listen - not just today, but regularly. 

Today, we took time out of our day to check in with our colleagues, shared a compliment with one another and to play a social game of ping pong. A shout out to Jo for winning the round robin and for being so awesomely creative in many ways. 

R U OK? If you need to speak with an expert call 131114.

The 2018 Lennox Head Business Award Nominations close TODAY!

Lennox Head Business Awards
Lennox Head Business Awards are closing!

If you have a business in Lennox Head, no matter how big or how small, no matter what it is that you do, and no matter how super busy you may be, it’s time to get recognised for all your hard work! The 2018 Lennox Head Business awards are open, but close this afternoon. Take some time out of your schedule and complete your nomination today.

This year the Gala night will be at Shelter. There will be entertainment, award presentations, delicious food and drinks. Get recognised, celebrate your achievements, eat some great food and share a drink with other business owners. Visit the Lennox Chamber website for more information.

Barefruit, winners of last years - Business of the Year (2017)

Last year, Club Lennox put on a fabulous spread for the awards, with entertainment by local crooner Sebastiaan, and hilarious MC carpet cleaner John Peacock. In a real testament to our hard work and recent business growth (including an increase in clients, staff and a larger office to accomodate), we took out both the professional services award, plus, for the second year in a row, the biggie – Business Of The Year.

Other winners included some of our clients: Culinary Science – Beef+Beach, Best Big Business – Ballina Campervans, Motorhomes & Caravans and Horizon Motorhomes

Enter your business now!

If you are a local small business - it's really worth considering entering these awards, put together by a bunch of amazing volunteers from the Lennox Head Chamber of Commerce, and designed to promote and support local business. A huge thank you to the Lennox Wave for putting us in this month's addition, and reflecting on our achievements.

It's not too late - enter your business by 5pm today for its achievements - it's great recognition, as well as great night out for your staff. Head to the Lennox Head Chamber Website now - click here!

Celebrating client milestones at the Ballina Business Awards

Barefruit at Ballina Business Awards
A huge shout out to two of our clients for their successful wins at the weekend!

It was a night of all nights for local businesses at the Ballina Coast & Hinterland Business Excellence Awards, held at the Ballina RSL club. Everyone got 'dolled up' in their finest attire, and of course each member of the Barefruit Marketing team wore a hint of 'orange' - from bow ties, suspenders to high heels, and jewellery!

Barefruit were finalists but unfortunately didn't take the win, however we celebrated our clients successes - who took home 3 awards in total! 

We're so pleased for our client BCMCHorizon Motorhomes, Horizon Motorhomes who took out the award for Excellence in Trade, Construction & Manufacturing (sponsored by Commonwealth Bank Australia) and for BCMC & Horizon Motorhomes who took out the award for Business Excellence (sponsored by ZZZ 2LM FM). This is a huge achievement for BCMC who are super pleased to be celebrating their 30th year in business (this year). This year, sees more growth for BCMC with the addition of caravans to their offering. BCMC is now the only retailer from the Tweed Coast to Coffs Coast to sell Millard Caravans. Last year, BCMC/Horizon also won the Manufacturing and Innovation award.

We are also so proud of our client UPA, who won the award for Aged Care & Wellbeing (sponsored Ballina RSL Club Ltd). This is also a huge achievement for UPA who offer a diverse range of aged care services extending from the Gold Coast south to Port Macquarie in New South Wales. The North Coast Region has continued to provide excellence in: Home Care, Residential Care, Respite and Carelink Centres and Youth Care (Foster Care) UPA in Alstonville.

A huge congratulations to our clients, we love seeing you win big and are honoured to work with you on your on-going achievements! We hope everyone had a wonderful night! 

See photos from the night below (L-R) UPA's North Coast Region with their Account Manager, Jo Coby, Director's Claire & Evan Harding, BCMC/Horizon Clayton & Kylie Kearney, the Trophies, Barefruit's HR Manager Sara Davis, BCMC/Horizon Kylie Kearney, Director Claire Harding, the whole Barefruit Team (minus Jo and Nat), and some extra Barefruit happy snaps.

 

The importance of a marketing plan

Help yourself, your business and most importantly your customers

Q. Can you tell me how to get to Timbuktu?
A. Not without a map.

Our region is home to some of the most awesome products and services, but how do you cut-through the clutter and get your message to the right audience?

With a simple marketing plan!

So many clever people in business put their marketing plan into the ‘I’ll do that later - it’s a bit hard’ basket. But how will you tell people how great you are without a plan?

We understand this. Running a business is busy enough, but really we promise you, it doesn’t have to take long to map out where you are, where you want to be and how you are going to get there.

5 tips to defining your marketing plan:

1. Define your audience or audiences – be realistic, it’s not everyone in Ballina.
2. Think about what you are selling and what your Unique Selling Proposition (USP) is – why should your customers choose you over your competitors?
3. When and where does your audience hang out? Where will they be open to hearing about you… on social media, in the car, in a newspaper, at the bus stop?
4. Allocate some $$’s. You have to invest something in marketing and, depending on where your audience are hanging out, it doesn’t need to break the bank. 
5. Make everything measurable – even the small things need to have goals so you know if you achieved them or not. What do you want your investment to return for you? Email addresses, walk-ins, referrals.

Bonus tip: step and repeat and keep on measuring.

Now that’s a plan every business can start with. The new financial year is coming so get your plan happening and if you need a hand give us a call.

Your Barefruit Team 

Plastic Free Forever

Plastic Free Ocean

Will you join us in the challenge and ‘Choose to Refuse’ single use plastics this month? Please join our effort to help the environment and choose to refuse single-use plastic during July and beyond!

Barefruit currently employ a number of initiatives and a plastic-free challenge that gets us thinking about the amount of plastic packaging in our lives! The Barefruit mindset is to create forever habits.

Our rules:

1. Make sure everyone knows the rules of recycling
2. No single use plastics: NO disposable coffee cups — only keep-cups to be used, reuse coffee carrying trays, take own bowls/crockery to get food from local cafe’s
3. Bring your own lunch/meal- share lunch program — cutting down on takeaway containers
4. In-office swaps including clothes, books, unwanted gifts, etc
5.Sustainable switches: reusable rags instead of paper towels, keep cups, reusable shopping bags, metal straws, reusable cutlery and plates over take-away versions.
6. Compost food scraps
7. Office plants to detox the air
8. Natural, toxin-free cleaning products
9. Open windows and encouraging natural light. This saves energy and is better for overall wellbeing
10. Promote sustainable and healthy food (Food Challenges encouraged)
11. Adopt a ‘Double Sided’ policy when using the printer
12. Car sharing/pooling to meetings
13. Dropbox filing system instead of paper filing
14. Purchase recycled paper

If you offend twice in a week your penalty is to shout the team coffee (keep cups, of course) wearing the orange suit to the coffee shop through the Main Street (River St, Ballina)

Why participate?

Living plastic free can be a forever mindset.

Choose to:

  • Avoid products in plastic packaging (choose alternatives)
  • Reduce where possible (opt for refills, remember your reusable shopping bags)
  • Refuse plastics that escape as litter (e.g. straws, takeaway cups, utensils, balloons)
  • Recycle what cannot be avoided
Are you with us?

Click below to accept and join the Plastic Free July 2018 Challenge & contribute to the count!

Share your plastic free efforts with us

The Plastic Free July Foundation's mission

Build a global movement that dramatically reduces plastic use and improves recycling. Their vision is a world without plastic waste. Over 2 million people from 159 countries are choosing to be part of our annual Plastic Free July challenge, reducing their consumption of single-use plastics in July and beyond. This July, they’re calling for all global citizens to collectively address on of the world’s greatest environmental challenges, plastic waste.

Join the global movement by taking up the challenge to #choosetorefuse and go #plasticfreejuly. The Plastic Free July campaign raises awareness of our growing plastic waste problem and supports behaviour change by helping people to avoid single-use (disposable) plastic. But it's not just about changing our own behaviour, we want to scale our impact by sharing solutions and be part of a wider movement for change. Community groups, businesses, schools and other organisations can also participate in Plastic Free July - get started with our handy toolbox of resources.

BEHIND THE SCENES: Fundraising, supporting the local community, team building & more

Barefruit Corporate Citizenship Program

Check out some of our latest social and cultural initiatives 

#1 - Fundraising

At Barefruit Marketing​ we're all about embracing important National Days such as RUOK Day, World Environment Day and most recently 'National Wear Your Pyjamas to Work Day'. As a proud corporate sponsor, and several personal sponsors, the Barefruit team is ​committed to supporting Rafiki Mwema - a charity run from our office that provides safe houses and therapeutic care​ for traumatised and sexually abused young children. ​All ​our ​pyjama participants donated $5 to the charity. $5 in Kenya can go a long way, for instance it can buy 3 meals a day for one of our ​children for a week or transport 3 of our children home for supervised visits with their family.

 

Rafiki Mwema ​urgently need funds to continue the life-saving work they do with these children - if you can go without your latte for a day, please consider donating it to Rafiki Mwema here, and make a difference - it's tax deductible too. When you donate please put 'Barefruit' in the notes - and we'll donate another dollar!

See more from our Pyjama Day here and you can donate to Rafiki Mwema here.

 

#2 – Supporting the local community

Barefruit Marketing continues their community sponsorship of local football club – Lennox Head Football Club – sponsoring the Under 8 Great White Sharks and the football pitch.

 

#3 - Team Building

A team that skates together, stays together. All-aboard the Ice Train – During April the Barefruit team joined the kids at the Cherry Street Bowling Club in Ballina, where they turned a green to ice for the holidays. 

If you would like to be in on the action or have ideas you think we could take on board Contact Us Today

 

 

CLIENTS WE LOVE: Tweed Coast Holiday Parks

Tweed Coast Holiday Parks Kingscliff Beach Grand Opening

In March 2018, Tweed Coast Holiday Parks Kingscliff Beach reopened their doors after a major 14-month redevelopment, which saw the park completely transform into a modern, premium beachfront holiday destination.

Barefruit Marketing were there to support Tweed Coast Holiday Parks as part of the team throughout the entire $21 million project, including communicating with key stakeholders as the redevelopment progressed, announcing major milestones and managing public enquiries. The collaboration ensured that this product launch was a great success. 

The Kingscliff Beach Facebook page experienced drastic growth throughout the development and now plays a key role in communicating with past, present and future guests of the stunning new park.

Kingscliff Beach was also the first in the Tweed Coast Holiday Parks Group to open bookings online, which completely sold out within minutes of launching on February 14 2018. Following the launch, RMS, Tweed Coast Holiday Parks’ Reservation Management System, quoted that they had never seen such a high influx of traffic.

Overall the grand opening and launch of online bookings marks a major milestone for Tweed Coast Holiday Parks.

 

If you need support with your next product launch find out more about how Barefruit can help you by clicking HERE
Or contact Claire today on 0449 949 778

What is GDPR & how it affects your business

So... what is GDPR?

The GDPR (General Data Protection Regulation) is a hot topic at the moment.

In short, the GDPR is a new data privacy regulation that aims to give individuals in the EU (European Union) protection and control over their personal data. It is designed to give greater protection to an individual’s personal information and how it’s collected, stored, and used. There are strict requirements placed on companies that possess the personal data of people located in the EU.

With these new regulations coming into play on May 25, 2018 it is important for businesses to know how it could impact your data collection, and what you may need to do to make sure your business is compliant.

How does it affect your business?

Potential Fines

After May 25, 2018, organisations that aren’t in compliance with GDPR’s requirements i.e. significantly breaching people's online privacy, will face serious ramifications that could include large fines (up to 4% of a company’s annual global turnover or €20 million), which vary based on the severity of the infraction.

It could also make companies liable if their security systems are weak and customers' data is hacked.

How can you avoid these big fines for non-compliance?

If you’re collecting personal data from an EU resident, such as IP address, cookies, location data, name, and email address, you must obtain explicit consent. 

Obtain Explicit Consent

The consent should be:

  1. Voluntary. Have the user take affirmative action.
  2. Specific and informed. Make sure people are aware of what you’re collecting, how it’s being used, and whom it may be shared with.
  3. Unambiguous. Don’t disguise with redirects to terms of service overflowing with legal jargon.

 

How is it relevant to Australia?

Given the GDPR is a European Law, it would seem to have little relevance for Australia. Any company with customers in the EU will be affected.

Strict Privacy by Default

Strict privacy settings should be the default setting. A user shouldn’t have to go into their settings to make manual changes to opt into stricter settings.

Rights to Data

Under GDPR, individuals have greater control over how their personal information is collected, stored, and used. Individuals have a right to access their data, which means the right to know where, why, and how their data is processed. This includes the right to request a report to access their data. Additionally, individuals have a right to be forgotten, which means their data can be deleted.

Breach Notification

Organizations have a duty to report certain types of data breaches to the relevant supervisory authority within 72 hours, unless the breach is harmless and poses no risk to the individual. If a breach is concluded to be high risk, the company must also inform the individuals impacted.

How does your business take action?

Make sure your Privacy Policy is up to date

Ensure your privacy policy is updated to address GDPR. Discuss what information you collect, how it’s used, and any third-party service providers you share the information with. Include the process to follow to invoke the right to access personal data or the right to be forgotten.

Remember, while your privacy policy will reference the requirements of GDPR, having it installed doesn’t mitigate your need to obtain informed consent.

Google Analytics

If you use Google Analytics you may be collecting user ID/hashed personal data, IP addresses, cookies, or behaviour profiling. To be GDPR-compliant while using Google Analytics, either 1) anonymise the data before storage and processing begin, or 2) add an overlay to the site that gives notice of the use of cookies and asks for the user’s permission prior to entering the site.

Retargeting Ads and Tracking Pixels

If your website uses retargeted ads, pixels or cookies to capture personal information to remarket to your audience, you must inform website visitors of this immediately when they enter your site and obtain informed consent.

Email Opt-In

On the subscription form, have a checkbox for the visitor to consent to everything they’re about to subscribe to. If your newsletter uses tracking pixels to see when they open it, put a visible disclaimer before they subscribe. Verify if your email service provider offers GDPR tools.

Affiliate Links

If you use affiliate links, you need to get consent for cookie usage. Consent must come before the visitor clicks the affiliate link because a cookie will be placed on their browser to track sales activity.

Display Ads

If you have ads on your website from a third-party ad server, upon entering your site, users should immediately consent to your use of a third-party server that collects user data for advertising and marketing purposes. If your ad server uses cookies to gather data on the visitor for targeting purposes, inform visitors upon entering your site and get consent for using cookies for this purpose.

Contact Forms

Before users submit their information in a contact form, get their explicit consent with a checkbox.

Comments

Before users can leave a comment, get consent by using a checkbox and disclose that your site will store their comments and, as needed, information relating to the comment such as the date and computer’s IP address. Let them know how the information is used. Also, include a reminder that some information may be displayed publicly, such as name or URL, if they’re submitted with the comment.

Product Sales

If you’re selling services or products to EU residents, only collect necessary information from your customers upon checkout and obtain explicit consent prior to submitting the purchase to let them know how you’ll use that information.

Concerned about GDPR compliance?

 

If you’re interested in getting our assistance on this matter, please call your Account Manager or Director and we can discuss the potential impacts on your business and craft a solution for you.

Contact Us Today

3 JUICY TIPS TO IMPROVE YOUR LOCAL SEO

3 TIPS TO IMPROVE YOUR LOCAL SEO

We try not to make things more complicated than they need to be. However when we start throwing out the terms SEO, Local SEO, On-page SEO, Off-page SEO we get that the mind drowns in a tsunami of jargon, and the good stuff runs the risk of getting lost in translation.

 

So why is Local SEO important?

Local SEO enables you to promote your business’ visibility for location-based searches, i.e. city, state, postcode, and ‘near me’ searches.

The effects of Local SEO are magnified if your business also has a physical location. According to a study done by Forbes, 95% of smartphone users have used their device to perform local searches, out of which 61% called the business, and 59% visited in person.

Competition in local SERPs (Search Engine Results Pages) is becoming increasingly challenging, but there’s plenty of things that you can do to improve your positioning amongst your competitors, and give yourself the best chance of ranking locally.

 

Here’s 3 juicy tips to improve your Local SEO…

 

 

In at #1 - Claim and Optimise Your Google My Business Profile 

If you need Local SEO help the best place to begin is to claim your Google My Business profile. This business listing shows up in local searches, Google maps, and organic rankings in general.

To claim your listing you need to have a physical location and street address (not a P.O. Box). Google will then send a verification code by post to your address; the advantage of a verified business listing is greater SERPs dominance for brand searches, which can increase click through. 

Taking the time to fully optimise your profile by carefully selecting the business category, providing a precisely worded business description, adding contact information, business hours, images, videos and types of payments accepted will help to boost performance in local search. Google now allows up to 750 characters in your business description, however only 250 characters show up before getting cut off in the Knowledge Panel: this is a great place to use keywords specific to your business, and define your unique selling points that set you apart from the competition.

Google’s added so many brilliant features for you to take advantage of. As an example, you can activate the messaging feature, so that customers can text you direct from your business profile in search results.  

Another super cool feature launched last year are Google Posts that you can publish in your Google My Business profile. You can use the posts to communicate with your audience, letting them know about events, new products, updates to business information, etc, and these posts will appear in SERPs alongside your Google My Business listing. Google posts expire after 7 days, but it’s a great way to broadcast your latest news and put it before both old and new customers.

CHECK OUT YOUR GOOGLE MY BUSINESS PROFILE NOW

 

In at #2 - Get New, High-Quality Links  

If you’ve ever had one of our free SEO health checks you will have seen a lot of data that tells you about backlinks to your website, and linking domains. Backlinks are the links from another website, back to your website. Google analyses your backlinks to determine whether your website contains relevant, useful information.

Linking domains refers to the number of websites that link to your site, and this is where we begin to examine the authority of those websites. Backlinks are weighted based on that linking websites authority. Higher influence websites typically rank higher in search results. Not all backlinks are valued the same; the value of a backlink depends on the authority of the referencing website.

The quantity and quality of links directed to your website have a significant effect on local SERPs. To improve your Local SEO focus on building backlinks to your site from other websites owned by businesses and directories within your local community. This acts as an indicator to Google that you hold key relationships with other businesses, providing signals of trust and authority. Think about reciprocating links if the related services, or content may be useful to your customers.

Here’s a few ideas on how to get local backlinks to improve your Local SEO:

  • Look for local sponsorship opportunities;
  • Get involved in local community events, and get listings on their websites;
  • Become a contributor to local digital newsgroups, or the online version of your local press;  
  • Consider relevant local classifieds ads online;
  • Think about local business awards, such as the Chamber of Commerce;
  • Build relationships with local influencers;
  • As we said above, leverage local business relationships.

 

In at #3Prioritise Your Online Reputation by Focusing on Customer Reviews.

 Never judge someone by the opinion of others…  

Great advice, but when it comes to the digital world, it doesn’t quite work like that.

According to a 2017 consumer survey:

  • 97% of consumers read online reviews for local businesses.
  • 85% of consumers trust online reviews as much as personal recommendations.
  • Positive reviews make 73% of consumers trust a local business more.
  • 49% of consumers need at least a four-star rating before they choose to use a business.

Being proactive about your reputation management is a valuable use of time. Online customer reviews are known to impact Local SEO, SERP rankings, consumer trust, AND click-through rates.

Google My Business reviews are a great way to fire up your Local SEO marketing. You need at least 5 reviews for Google to start showing your reviews against your business profile.

Apart from making Google happy and driving your SEO, customer reviews are powerful in that they give prospects a real indication of what it’s really like to use your goods or services.

Google loves customer reviews as it's unique content, usually of high-frequency, giving its search spiders something fresh to crawl. Couple this with the fact that your customers usually write reviews using words and phrases mirrored in the searches of your prospects, results in an increased chance of ranking well for keywords relevant to your business.

Google encourages you to invite your customers to leave online reviews through Google My Business. These reviews will appear next to your listing in Google Maps and your business’ Knowledge Panel in search results. The easiest way to encourage your customers to leave you a review is to provide them with a direct link to your Google My Business listing. According to a 2017 consumer survey, 70% users are willing to leave reviews and ratings if asked to.

Before you start check out Google’s guidelines for Google My Business reviews.

 

 

We hope that you find our juicy Local SEO tips useful.
Feel free to leave us a Google My Business Review if you’re inspired after reading our tips.

 

If you need help with your SEO strategy we offer a full range of SEO services, and SEO packages to suit your business needs.

Contact Us Today