Far North Coast Creative Agency Rebrand Financial Services Firm

September has been an exciting month for Barefruit. Another one of our client projects has been recognised and featured by B&T Australia. Korff Wealth, formerly known as Yellow Brick Road Wealth and Management, Northern Rivers approached us with a rebrand brief at the beginning of the year. It was interesting timing, with Australia heading into lockdown due to the COVID-19 pandemic mid-way through strategic and branding conversations. However, Korff Wealth saw this as an opportunity; with the current economic climate, Australians are looking for expert financial advice they can trust, more than ever. Considering, it was the perfect timing for a strategical review and rebrand of the business.

Read more about the project here.

 

We donated trees to Replant Byron

Barefruit is first and foremost a full-service marketing agency, but one of our core values is giving back to our local community. And we like to do so whenever and however we can. We all live in the Northern Rivers, known for it's stunning landscapes and beautiful beaches. We have subtropical hinterland that meets the ocean, untouched beaches and abundant rainforests that surround us. With such an amazing environment on our door step, at Barefruit we are passionate about doing everything we can to care for it.

We donated and planted trees!

Apart from our everyday eco-friendly habits, Barefruit recently donated 20 trees to Replant Byron! This is an initiative brought to life by Zero Emissions Byron. Replant Byron has committed to planting 1.8 million trees to create a community forest in the Byron Shire by 2025! What's really cool, is that back in 2018, we worked with Zero Emissions Byron to develop the Replant Byron logo. This was back when the initiative was still in the works. Nat, our wonderful graphic designer, designed the logo on a pro bono basis.

More about Replant Byron and our trees

In September, Replant Byron had a push to raise $10K of tree donations in two weeks. Amazingly, and thanks to the supportive community in which we live, they passed their goal, raising $15, 506. When the team at Barefruit heard about the fundraiser, we agreed that it was something Barefruit needed to be involved in. And so, we purchased 10 trees and donated them to Replant Byron. The Farm Byron Bay, has donated land for the community forest that Replant Byron is building, and during the fundraiser, The Farm was matching donations. So, we were able to contribute 20 trees to the community forest. What's more, donators were invited to plant the trees they had donated on 19 September 2020. Evan and his son, Cian, were very eager to get their hands dirty, and went to plant our 20 trees at The Farm, on behalf of Barefuit.

Planting Trees
A seedling
The boys learning to plant
Where Barefuit's passion for the environment all began

In 2018, The Barefruit team watched a documentary called 'A Plastic Ocean', and it hit pretty hard. We were shocked and saddened by what we learned and deeply inspired to reverse the impact our society has made on our precious earth. As individuals, we all led lives with eco-friendly habits, but as an organisation, we weren't taking much action. It was time to walk the walk. And so, the office set new rules, banning single-use-plastic and encouraging eco-friendly habits at work. These included carpooling to meetings, composting food scraps at work and taking crockery and cutlery to local cafés when getting lunch out. Staff who broke the rules paid penalties in the form of burpees. It's great to say that the rules have worked very well.

Even our clients are penalised - it's all good fun!

After the initial shock of these new rules, which saw quite a few staff members getting their burpees on, it was only recently that we had some more culprits. Luke from NBN Group and Geoff from Westlawn Finance brought disposable coffee cups into the office for meetings last month. Little did they know they would be paying a price! I can say their burpee form has been approved by Evan, our very own exercise-fanatic.

We've worked on other environmentally-focused projects too!

2018 was the year of change for Barefruit. We worked with Waste Warriors on their Reduce Single Use campaign to promote making sustainable choices at home and in work places. As part of their brief, we built a marketing strategy for the campaign and created a logo identity. This identity was rolled out on designs for promotional cut-outs, campaign collateral, a website landing page and print ads. The Ballina Shire Council heard about our project, and jumped on board with us, promoting the importance of the campaign. The result was 33 local business pledging to Reduce Single Use plastic in their workplaces.

Reduce Single Use Promotional Collateral

One thing all our staff love about working for Barefruit is that we prioritise giving back to our local community. Our newest employee, Charlotte, says "Knowing that Barefruit Marketing is an organisation focused on helping local clients, doing our bit to care for the environment, and supporting charities feeds my conscience. It's rare to find an agency with this value, especially in the Marketing and Advertising world. I wouldn't have it any other way.". 

 

 

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AdNews features Seven Mile Brewing Co. Packaging Designed by Barefruit

It was fantastic to see AdNews Australia pick up and write a story on the the packaging redesign project, briefed into us by Seven Mile Brewing Co. The recognition of our hard work was very rewarding, especially after the year 2020 has been.

The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA. It was an exciting opportunity for Barefuit to work with a local business who required help in designing cans that served both functional and brand purposes for their beers. The brewery prides themselves on keeping their beer cold from the moment it is poured into a can and Barefruit ensured the packaging was designed for this purpose.

“It’s really important to us that our beer is kept cold from the moment it’s poured.” says, Matt, co-founder of Seven Mile Brewing Co. He goes on to say, “This ensures the beer’s flavours and aromas stay true to how we brew them here on site. And so, we needed packaging that would keep its integrity at cold temperatures”.  

Read more about the project here. 

 

B&T features Barefruit’s Redesign of Seven Mile Brewing’s Packaging

After all that has happened this year with our agency working from home for 8 weeks, business for our clients taking a hit and being as flexible and adaptable as we can, it was so exciting for our hard work to be noticed by B&T Australia. They ran a Press Release written by Charlotte (one of our star Account Executives), about our design project with Seven Mile Brewing Co. 

Barefruit worked with Seven Mile Brewing to design and print new can and carton packaging for the brewery's three core beers. The 9-month-long project progressed without any setbacks. Discussions began in late 2019, which were followed by thorough market and competitor analysis, concept development and final art production. The team worked collaboratively to develop designs that overcame the challenges of Seven Mile Brewing Co.’s previous packaging design; creating individual can designs for each core beer.

Alex Wales, Barefuit’s Creative Lead, is delighted to see his designs on bottle shop shelves. He said, “we based the design of the cans and cartons on how they would look on the shelves and in a retailer’s cooler room. We went for a simple design, placing emphasis on the brand logo and complimenting the design with bright variant colours.”

Read more about the project here. 

Read more about the project here. 

 

Colouring-in for a Creative Mind

Remember when you were at school? When recess was the best time of the day? You were let free from class to run around until your heart was content, to climb on the monkey bars and play made-up games. You were completely present in the moment and gave your mind a break from the hard work that goes into learning. Why don’t we do this anymore? When we talk about creativity, it’s so important to relieve your mind after critical thinking and reset focus. This essentially turns over a new page in your mind, making room for new ideas and connections to be formed. It’s essential for productive creativity, yet we never allow it for ourselves.

Until now! You need to get your hands on some colouring-in material because it’s not just for kids anymore. It may not be as physical as running around on the playground, but colouring-in will help you reset your mind, leading to enhanced creativity.

Colouring-in to express yourself

As an artistic practise, colouring-in lets you express yourself in way that you cannot in your daily work and life routine. It encourages experimentation which leads to new ideas. Ever had a great idea that just hit you out of the blue? It’s very likely you were being creative and present in the moment, helping your brain make new connections and pathways. What’s more, you can strategically use specific colours to enhance this effect on the brain. As you may already know, colours have a measurable impact on how we feel and how we think. Studies have shown the using blue and green in a situation or environment helps the brain to think creatively and open it to new ideas.

Colouring-in to detox from the digital world

As creative professionals, we are being drawn into the digital world more and more. Keyboards and screens have become our new normal, so putting a pencil to paper may be the best thing you could do for you creativity all day. Your eyes will be grateful for the time away from the screen too. Colouring-in is also highly effective to wind down after work or before bed. It can give you that distinction between your workday and being at home, especially important with so many Australians working at home at the moment. As reading or walking does, you’ll feel more refreshed after some colouring-in, instead of groggy and tired from staring at the computer all day long.

Colouring-in for stress relief

Feeling overwhelmed, running out of inspiration - life is stressful, and it’s even more stressful in the current climate. Give yourself the opportunity to zen out and focus solely on what’s happening right in front of you. Colouring-in will do this for you. Studies have shown that colouring-in relieves stress and helps reduce anxiety. Colouring within the lines means you don’t have to think about screwing up the drawing, boosting self-confidence and trust in your own ability. And what happens when you feel confident within yourself, and less stressed? You’ve got more room for creativity and new ideas!

Colouring-in to practise mindfulness meditation

Sitting still is not your thing? Traditional meditation is hard to practise, but that doesn’t mean it’s not for you. Meditation is often misunderstood for a crossed-legged yogi, sitting still for hours on end. This is unrealistic for pretty much everyone, and there are plenty of other ways to practise mindfulness meditation. The essence of practising mindfulness is to be 100% present in what you are doing. When you are colouring-in, you are focused only on the drawing in front of you. This helps to block out all distractions, declutter your mind and transport you into a meditative state. This break from the demands of everyday life creates space for creative thinking to thrive and helps improve mental health.

Before you rush out the door to find the closest colouring-in book you can find, Rafiki Mwema have some gorgeous free downloads to get you started. These three colouring-in sheets are part of the colouring-in book ‘Rafiki Mwema - Colours of the World’, featuring illustrations from artists all around the world who donated their art for this book. And if the three sheets aren’t enough, you can buy the whole book! Use the code FRUIT25 to get a 25% discount. Proceeds go towards helping some of the most vulnerable children in Kenya. It's a guilt-free, creativity enhancer that you need!

NCCC – the Ballina Advocat – Bush Food opens doors for employment

A Press Release, written by Barefruit, engaged the interest of a Ballina Advocate journalist. As part of a Public Relations strategy for the launch of the North Coast Community College (NCCC) Primary Industries Training Centre, Barefruit created hype about its opening event. Javier Encalada, journalist At the Ballina Advocate, joined us at the Primary Industries Training Centre opening event in early September 2020.

Javier took a different angle on the opening event and focused on how the new training centre and qualifications. He explained how the centre will provide opportunities for the community to learn the tradition culture of the local area. Javier interviewed Tracey King, who is the NCCC's Cultural Trainer, gaining great insight into her opinions about the new facility and it's importance in sharing local, traditional knowledge with everyone.

Barefruit was briefed by North Coast Community College to engage the attention of the media for the opening of the new Primary Industries Training Centre. The team is very proud to be working on such an important initiative. Read more about the project here.

 

North Coast Community College – PR and Event Management

North Coast Community College

PR and Event Management

the brief

Eight weeks out from the launch date, Barefruit was engaged by Kate Kempshall, CEO of North Coast Community College (NCCC) to assist with the PR and Event Management of the official opening of North Coast Community College Primary Industries Training Facility - a collaboration between NCCC and the Department of Primary Industries. The aim was to manufacture as much free publicity as we could about the new training centre and its new qualifications, as well as help organise an opening event to attract dignitaries, community guests and the media.

our response

The team at Barefruit worked closely with Kate and her team at NCCC, as well as the Department of Primary Industries on a part-pro bono basis, to produce a Press Release about the uniqueness and future potential of the training centre and qualifications for the local community and beyond. In the lead up to the official opening date, Barefruit played a major role in the organisation of the event, including managing invitations and RSVPs, catering, website updates, speech writing and more! Barefruit were also very much involved in creating email invitations, a course booklet and an illustrated map of the training facility. In the current climate of COVID-19, special consideration was taken in planning an event that would be safe for attendees. 

the fruits

The press release written by Barefruit was picked up by The Northern Star, the Ballina Advocate, ABC North Coast and NBN News, who all published stories about NCCC Primary Industries Training Centre. Paradise FM held a radio interview with Kate the day before the event too. The event was a great success, with media representatives from most local publications and television channels present, as well as dignitaries and special guests. Through this initial project, NCCC has awarded Barefruit as their marketing agency n a retainer basis, which is very exciting for the whole team. 

NCCC Booklet, featuring Illustrated Map
Illustrated Map for NCCC Primary Industries Training Centre

Articles from the Media

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NCCC – NBN News – Wollongbar gets north coast community college campus

As part of a Public Relations strategy for the launch of the North Coast Community College Primary Industries Training Centre, Barefruit engaged the interest of a local NBN journalist, Georgia Schefe. With our Press release, this journalist wrote a story for the NBN website and Television broadcast. Georgia and her camera man attended the opening event to capture footage and hold interviews for a TV story. Kate Kempshall, CEO of North Coast Community College, was interviewed and this, along with a short story about the new training facility and qualifications ran on the local 6pm news that night.

Visit the article here to watch Georgia's interview with Kate.

Read more about Barefruit's project with North Coast Community College here.

 

 

Blogging for Search Engine Optimisation

Search Engine Optimisation. It opens up a whole can of worms. There are so many ways you can approach an SEO strategy, but let’s talk about Blogging. This is one of the easiest ways to boost your website’s SEO quality and the best bit, you can do it right now…for free!

A bit of Background for your first

Let’s start with a bit of background to get the bigger picture. Google’s number one priority is providing the people performing searches with the most relevant and up-to-date information to answer their questions. This ensures people using Google have a good experience and come back again (Google is a business, afterall). So, in order to get your website to the top of a search result page, you need to work with Google’s main goal. And having a regularly updated blog on your website certainly helps achieve this.

Why Google loves blogs

Now that we understand Google’s purpose and goal, let’s take a look into how blogging will work wonders for your website’s SEO quality. Search engines love websites that are updated frequently – this shows that the website’s information is relevant and up-to-date for people searching. You probably won’t be regularly updating your home page, which is why having a blog on your website is highly recommended. The more content you post on your blog, the more pages your website will have for Google to index, which helps the search engine better understand your business offering. Putting it simply, imagine if you spoke a lot about your business, going into detail about your products or services. People would have a good understanding of what it is you do. Now, imagine if you spoke about your business all the time, as well. People would not forget about your business and its offerings. This is essentially how your blog posts communicate with Google – giving the search engine more information about you (and doing it frequently) helps Google understand who you are and ensures it doesn’t forget about you.

What to write about

Yes, you need to write content for your blog. But it shouldn’t be about anything and everything. We are talking SEO, so we need to make sure blog posts are optimised for keywords. And these need to the same keywords that you have used to optimise your website pages. Optimising blog posts for keywords is not about incorporating as many keywords into your posts as possible. Nowadays, this is actually harmful for your SEO quality as Google picked up on this little trick. Plus, it doesn’t make for a great reading experience for the audience which is also important for SEO quality. Google isn’t going to recommend a website a reader won’t understand easily.

The perks of long-tail keywords

Having a blog on your website also gives you the opportunity to start implementing long-tail keywords into your content. These are longer and more specific keyword phrases that people use when they are closer to a point-of-purchase (also very effective for people using voice search!). For example, our Barefruit Marketing website is optimised for keywords such as ‘advertising agency, and ‘marketing agency ballina’. However, by having a blog we are able to optimise posts for keywords such as ‘organic and paid SEO services in ballina’ and ‘newspaper advertising in northern rivers’. By doing so, we boost the SEO quality of our website and in turn, Google is able to rank our website much higher on the search results page. In turn, we have visitors to our website who are more interested, more focused and more committed to purchasing our services.

Backlinks are important

Lastly, we’ll touch on using social media to create backlinks to your website. Backlinks are links from other places on the internet that refer readers to your site. Google sees backlinks as a measurement of credibility and authority. If people are referring others to your website, then they must have found your content helpful and so, your SEO is boosted and Google improves the ranking your website. Use your social media profiles to post about your blog posts, informing your audience, creating backlinks and boosting your website’s SEO quality all at once.

Well, if you aren’t thinking about setting up a blog on your website after reading this, you’re crazy! The benefits blogging can bring to your website’s SEO quality and thus, ranking in Google, are invaluable. And you can get started right now. Or, if you are feeling a bit lost, drop us a line and we’ll get in touch to talk about how we can help you in your journey to boosting your website’s SEO and, in turn, attracting more online visitors searching for your product or service..

It’s time to talk Search Engine Marketing

Spring has sprung! While we’re relieved that the Northern Rivers hasn’t experienced a second wave in terms of increasing COVID cases, it’s hard to hear that local businesses are still copping the brunt of the economic slow-down. It’s time to put on your "adapt to survive” hat and look for opportunities in places where business is growing. And one of those places is online!

Search Engine Marketing (SEM) is one of the most important marketing channels to generate web traffic to your website. It’s the process of increasing website visibility on search engine results pages though paid search advertising. If Google Ads, previously known as AdWords, rings a bell, this is what we are talking about. With millions of businesses out there vying for the same eyeballs, online advertising to promote your products or services has never been so crucial.

Bidding on keywords

Google Ads is a platform which allows you to bid on keywords to have your ads shown when people are doing searches on Google. You bid against other advertisers for the right to have your ad shown in several places on the Google Search results page. You only pay, however, when a user clicks on your ad. By setting a daily budget, you can cap the amount that you spend each day. You could set a budget of $5 or $10 per day and know that you are only paying for those who click on your ad (and hence visit your website).

More than just search

While SEM is great for attracting those who are searching for particular keywords, Google Ads also provides the opportunity to show your ads on other platforms. Advertising on the Google Display Network means your ads have the opportunity to be shown on millions of sites such as YouTube, eBay, Amazon and Gumtree.

Catch them looking

Everybody knows the experience of looking at a product and then suddenly getting those ads shown to you again.  This is a technique called remarketing that allows Google to show your ads to people who have previously shown an interest in your brand.  This works on the old marketing “rule of seven” that people need to be exposed to your message 7 times before they take action. 

SEM is focused on converting

While traditional advertising works to grow your brand awareness, SEM reaches people actively searching, people who are ready to buy. When someone clicks on your ad your landing page should guide them through the sales process… and voila! You’ve made a sale, gathered new leads, subscribers or sign-ups.

Now that you’ve got an idea of the potential for online advertising, set up your Google Ads account. There are heaps of tutorials on YouTube to help you get going. Google even has a free online course on Google Skillshop to get you started.