Bay FM Rebrand

Byron Bay FM

Rebrand

Byron Bay FM Rebrand

The work

Barefruit was engaged to work with the local non-for-profit community radio station, BayFM as part of a pro bono project to help launch its new brand identity and new position as a digital platform.

The long-standing radio station, established in the early 90s, sounded the alarm bells as funds were reaching a record low in February last year. With the station,  just weeks from closing the business identified the need to strengthen the brand and increase funding and that’s when Barefruit acquired the project.

The rebrand includes a black and white logo which was simplified to be more digitally friendly, flexible and to include the world-famous name ‘Byron’. The brand’s fonts, colours, and images were all created for today’s digital world. Their new website is now live bayfm.org and uses phrases such as ‘Listen like a local', ‘Tune In. Chill out. Sign Up’ which is very much in line with Byron Bay and its culture.

Bay FM is extremely happy that we helped without hesitation and without charge, giving the business more time and better service than we could have hoped for.

Bay Fm Website
Bay FM Bumper Sticker Design
Bay FM Press Ad
Bay FM Logo Design

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Byron Bay’s iconic radio station BayFM gets a rebrand and a facelift

bay FM rebrand and logo

Barefruit has recently supported iconic and not-for-profit community radio station, BayFM, as part of a pro bono project to help launch its new brand identity and new position as a digital platform.

The Brief

The long-standing radio station, established in the early 90s, sounded the alarm bells as funds were reaching a record low in February last year. With the station just weeks from closing, the business identified the need to strengthen the brand and increase funding and that’s when creative agency Barefruit Marketing acquired the project.

The new branding is the result of an 18-month collaboration and sees the inclusion of the station’s home of Byron. Barefruit Marketing’s Co-Founder Evan Harding says,

“It was decided that to change the station’s name was a step too far, so the logo was simplified to be more digitally friendly, flexible and to include the world-famous name ‘Byron’. The brand’s fonts, colours, and images were all recreated for today’s digital world.”

Bay FM bumper sticker
The Rebrand

The rebrand includes a black and white logo, collateral featuring a vibrant and fun colour palette, and a new website, using phrases such as ‘Listen like a local’, ‘Tune In. Chill out. Sign Up’ which is very much in line with Byron Bay and its culture.

Barefruit Marketing’s lead creative, Alex Wales, worked closely on the project with NZ-based designer Dan Mercer together with Nick Richardson and Nick Mercer from BayFM, for over 100 hours of donated time to develop the brand as a digital platform to attract new advocates and reach current supporters in better ways.

Evan Harding continues,

“We believe that good business drives good community, and Barefruit was in a unique position to help BayFM. Over the past nine years, Barefruit has worked with a number of not-for-profit organisations and both founders are board members of charities, giving them pro bono access to some great minds and creative services. In every instance, we’ve seen extraordinary results and our partners are thriving more than ever before. These success stories affirm our belief that pro bono work done properly can help transform businesses and organisations."

Bay FM website banner
Happy Clients, Happy Days

BayFM’s Nick Richardson comments on BayFM and the experience of working with Barefruit.

“We really dislike asking agencies to work pro bono, because we know it costs them to provide that work. But the fact of the matter is BayFM simply had no money. It’s an independent, volunteer-run station and receives no ongoing government support. Knowing this, the Barefruit team jumped in to help without hesitation and without charge, giving us more time and better service than we could have hoped for.”

The website is now live – bayfm.org and all other launch elements are in the process of being rolled out this month including signage, ads and stickers.

See our work...

What clients are saying

It was great working with Jennica and Claire from Barefruit Marketing. They really took time to understand my project and delivered amazing ‘pitch’ / media release to appeal to journalists and media corporations. I felt comfortable sharing my ideas, and they were able to capture my vision and marry it to their expertise. Would highly recommend.

Alex Bosin

EV Classic

I'd like to say a huge thank you to Claire and Charlotte from Barefruit Marketing who have helped me in the last couple of months to pull this amazing media event together. The agency has offered their services on a pro bono basis, I am so grateful for the work they have done. Claire and Charlotte have been my unconditional support crew to lean on for advice and ideas, and I am excited about how our relationship will move forward in the next few months.

Kate Kempshall

North Coast Community College

I have been using Barefruit for my SEO and website development for Behind the Barrel. The best part about Barefruit is your're not just getting the attention of one of their staff members. The whole team works together to help bring the best possible outcome for your business marketing. I highly recommend Evan and his team if you want to take your business marketing to the next level.

Jarryd

Behind the Barrel

The Barefruit team is always friendly, helpful and very professional. They have taken the time to understand our business needs and develop a effective strategy to grow our brand.

Andrew Illingworth

Tweed Coast Holiday Parks

Just want to say a HUGE thank you to each and every one of the team for the website. You all went over and above and most certainly went above my expectations. I'm extremely happy with it (been bragging a bit about it just quietly) and couldn't have done it without you all. Thank you for bringing this to life.

Trent Chapman

Prevent Consultants

Behind the Barrel – Logo Refresh

Behind the Barrel

Logo Refresh

Behind the Barrel - new vs old logo

The work

Behind the Barrel is a tour operator that specialises in brewery and distillery tours throughout the Ballina and Byron Shires. There are numerous options to choose from and guests get to meet the local artisan brewers and distillers that craft the delicious beverages that sampled on the day.

Owner and guide, Jarryd, takes his guests to some of the hidden gems around the region. From the lush hinterland to the bustling centre of Byron Bay, he is well known for sharing his knowledge of the area and the industry; providing an unforgettable day out. Stops include Stone & Wood Brewery, Cape Byron Distillery, Seven Mile Brewery, Wandana, Lord Byron Distillery and Husk.

Jarryd jumped on board with the Barefruit team a few years ago with a personalised SEO program to help drive traffic. Once his bookings started rolling in, he approached the team to take care of his paid social, Google ads (SEM) and more recently, to refresh his logo and zhuzh up his website.

We love working with Jarryd- and we highly recommend his tours for staff parties...100% good times...guaranteed!

behind_the_barrel-mockup-website
behind_the_barrel-mockup-social

Like what we do? Let us help your business grow🌱with an awesome rebrand.
Send us an enquiry below...

Hey Team Fruity!

I'm , I'd like you to help my business 'barefruit'.
I am interested in .
You can call me on and email me at
We'd love to know how you heard about us?

Spend your End of Financial Year budget wisely…

We know the end of financial year is fast approaching. If you have some cash available in the budget, now’s the time to spend it. Most accountants will be asking you to look for ways to buy assets that minimise your tax for this year's return. But spend it wisely… do you really need that snazzy new coffee machine for the office? Make sure your hard-earned cash is put into something that will bring you more, like investing in long-term marketing strategies that will pay off over the next financial year.

Here’s our take on spending your remaining FY21 budget to bring wins to your business.

Save $$ on media spend

The EOFY sales extend beyond retail. You can secure some great rates by purchasing media spots at this time of year, especially if you buy in bulk. If you’re thinking of running print ads in a local publication, why not purchase spots now for the next 6 to 12 months and secure yourself a deal. Same goes for radio, digital and TV.

Save money on media
new website
Invest in a new website

If you’re not already online, you need to seriously consider this to get ahead in the coming years. People are buying, connecting and sharing online more than ever before. Set your business up in a way that takes advantage of online behaviour. This could be a great time to refresh your company website, set up an online store or build a new site from the ground up. Your website is an asset that will serve your business into the future.

Pimp yo' ride

If you’ve got a company vehicle, use it to its full potential…this is valuable, moving, real estate. Car stickers and wraps are an excellent tool to increase your brand awareness while you’re on the move. If you’re a tradie, builder, personal trainer, cleaner, allied health worker, home care provider (the list can go on), pimp up your company car -  sign writers might have some good offers at this time of year.

car wrap
social media campaign | Kookabox
Think of future promotions

Get organised for the year ahead and order promotional merchandise in advance. We’ve all experienced the rush to get flyers or a batch of business cards printed before a deadline. No one needs that stress. Consider what you’ll need in the lead up to Christmas: cards, product brochures, postcards, stickers etc. When it comes to events, what collateral will you need to grab the attention of consumers from the get-go; new signage, flyers, branded samples etc.

Polish up your marketing collateral

The beginning of the new financial year is a popular time for businesses to bring changes into effect. All marketing collateral will need to reflect any changes. Polish up your email signature, business cards, website, campaign material and social media content so that they work together to deliver the same message.

Integrated messaging

As tax-time draws near, consider your marketing needs for the new financial year and what you could get organised now, rather than later. Giving a little love to your marketing will help business bare fruit.

Unsure where to start?

Leave your details and we'll get in touch 🍊


See our work...

What clients are saying

It was great working with Jennica and Claire from Barefruit Marketing. They really took time to understand my project and delivered amazing ‘pitch’ / media release to appeal to journalists and media corporations. I felt comfortable sharing my ideas, and they were able to capture my vision and marry it to their expertise. Would highly recommend.

Alex Bosin

EV Classic

I'd like to say a huge thank you to Claire and Charlotte from Barefruit Marketing who have helped me in the last couple of months to pull this amazing media event together. The agency has offered their services on a pro bono basis, I am so grateful for the work they have done. Claire and Charlotte have been my unconditional support crew to lean on for advice and ideas, and I am excited about how our relationship will move forward in the next few months.

Kate Kempshall

North Coast Community College

I have been using Barefruit for my SEO and website development for Behind the Barrel. The best part about Barefruit is your're not just getting the attention of one of their staff members. The whole team works together to help bring the best possible outcome for your business marketing. I highly recommend Evan and his team if you want to take your business marketing to the next level.

Jarryd

Behind the Barrel

The Barefruit team is always friendly, helpful and very professional. They have taken the time to understand our business needs and develop a effective strategy to grow our brand.

Andrew Illingworth

Tweed Coast Holiday Parks

Just want to say a HUGE thank you to each and every one of the team for the website. You all went over and above and most certainly went above my expectations. I'm extremely happy with it (been bragging a bit about it just quietly) and couldn't have done it without you all. Thank you for bringing this to life.

Trent Chapman

Prevent Consultants

Barefruit launches Raine & Horne, ‘We’ll Love your Listing’

Barefruit was recently presented with an exciting opportunity to work alongside nationally recognised local real estate company Raine & Horne, to bring a fully integrated campaign including a television commercial, press, outdoor and online to fruition. So many of our clients moved to digital advertising throughout 2020, due to the global pandemic. However, as we all know, real estate is booming, and due to it being a highly competitive market - Raine & Horne needed to be top-of-mind of those selling their homes.

What’s more, the client was keen to go above and beyond standard real estate advertising to produce a commercial and overarching campaign 'We'll Love Your Listing' that had longevity, a refreshingly different approach, and would leave a heart-warming impression on its audience. The brief was to create an engaging TVC (television commercial) that would captivate the audience on an emotive level whilst showcasing Raine & Horne’s passion for real estate, by recognising the emotional importance of what other real estate agents often see as just bricks and mortar.

Andy Pilkington, Strategy and Creative Director says,

"We were struck by just how passionate the Raine & Horne team were and some of the lengths they go to to ease the buying and selling of homes. People say that moving is one of the most stressful things in life but - aside from the packing - moving home represents a fresh start and the opportunity to take your best memories with you."

A perfectly imperfect home

The TVC is told as a narrative, which includes a series of perfectly imperfect vignettes of family life in a regional property. During post-production, scenes were cut to a female voice over who reads out the family’s ‘rules’ (which are based on the popular frames prints that many have hanging in their homes). The story completes with the viewer realising the vignettes are all memories these sellers will take with them to their next house.

Sorry Mum Vingette
party time vignette

The TVC was shot over one day on location in the Byron Hinterland. The result was a team effort from start to finish, with input and experience from Raine & Horne coupled with Barefruit’s seasoned in-house creatives. We employed a film director, camera, and lighting team from Sydney and in the Northern Rivers, as well as a local hair and make-up artist and interior stylist.

Evan Harding, Barefruit Marketing’s Co-Founder, and Head Harvester says,

“It was a major project for Barefruit Marketing – the team pulled it together, all in under 3 months, without any major setbacks. We are really proud of the end result – it is one of our biggest productions yet.”

The style of the ad is beautifully messy, and it delights in muddy children and dogs, bubbling casseroles, and imperfect interiors. The aesthetics and colour grade highlight the dust, dirt, and atmosphere rather than hide it. All shots were taken to give a sense of being part of the modern family, which was cast from a mixed group of talent, all from the Northern Rivers.

Raine & Horne were ecstatic with the end result, a beautiful commercial and campaign message, 'We'll love your listing', that stands out from a saturated market, tells truth in a heart-warming way, and has serious longevity.

Julie-Ann Manahan, Raine & Horne's Licensee/Principle says,

“We are so proud of working with the team at Barefruit and their suppliers, they have produced one of the best all time real estate campaigns for us.”

 

We'll Love Your Listing

How to write a Press Release

We’ve all been waiting for it, and finally 2021 is here. Over the holidays Lennox has been buzzing with visitors. It’s been fantastic to see local businesses being supported after such a trying year.

Success stories are popping up all over the place and if that’s you, it should be part of your marketing strategy to tell people about it. Social media is great at spreading awareness, but a story in the media, whether in a newspaper, magazine or on the TV or radio is unparalleled. Getting your story ‘published’ is the best form of word-of-mouth marketing you can get. We refer to this as ‘earned media’ and it is more trusted and credible to the viewer than ‘paid (owned) media’ as it is seen as unbiased. Naturally, people get talking and before you know it, you will hopefully see an impact on your business in terms of customers and sales.

When something newsworthy happens, let the media know about it by sending them a press release. Journalists are busy bees, so when writing a press release, there is a bit of a recipe to follow to make their life easier.

  1. A Strong and Informative Title

The title is the first thing the journalist will read, so it must clearly describe your story, grab attention and not be too long. This will become your email subject when you send press release out to publications. If it’s boring, the email won’t be opened.

 

  1. Your Subheading is Everything

Journalists receive hundreds of press releases, so don’t have time to read them all. Write a sentence or two that sums up your story and this will become your subheading. Make sure you answer all the Who, Where, When, What, How and Why questions.

 

  1. Talk about the Important Things First

Your press release is not an essay. Like a news article, you need to include the most important and relevant information towards the beginning. When you’ve done this, you can go into more detail, adding quotes and interesting facts about your story.

 

  1. Include Photos with People in Them

Send photos (with people in them) along with your press release. Photos make things more engaging for readers and helps them relate to your story. By including a variety of photos that are captioned, you’ll give your story a better chance of being published.

 

  1. Quotes are important 

Boost the credibility of your story with quotes from the business owners, customers, members of the community…whoever is relevant.

 

  1. Your contact details

Often, journalists will want to get in touch to organise interviews, take photos or learn more. Include your contact details, so they can get in touch.

 

  1. Boilerplate

Appearing at the bottom of every press release, is an outline of your company, products, services, awards and website and social links.

 

And with that fine-tuned recipe, you’ll have a press release ready to send to publications. Happy writing !

 

Why is blogging so important?

Blogging for Business

There’s a reason for everything. Back in the day, blogs were used as a platform for writing and sharing opinions, ideas and stories. These days, blogs serve so much more purpose. From improving your website ranking on Google, to asserting your expertise on a topic, to assisting with content creation for a truly integrated marketing approach, blogs, or news, or whatever you want to call them, are a highly important part of any successful digital marketing strategy.

Did you know?

The term "weblog" was coined by Jorn Barger in 1997. The short form, "blog", was coined by Peter Merholz, who jokingly broke the word weblog into the phrase we blog in the sidebar of his blog Peterme.com in 1999.

Boost your visibility on search engines

Regularly updated website content, of which a blog is one element, will play a significant role in improving your Google ranking and getting relevant traffic to your website. This is because blog articles, that are optimised for search engine algorithms, will show up more often in search results. More online visitors = more leads. But how and why, you ask? Well, Google’s main goal is to provide people performing searches with the most relevant and up-to-date information to answer their queries. This will ensure Google users have a good experience and return over and over again. So, to get your website to the top of the search results, you need to help Google offer the best search results., Your regularly updated blog on your website will help significantly.

More content to share

You’ve heard this right? Content is king. Well, people are more content hungry than ever before. Regular blogging will provide you with evergreen content that you can share across other channels and platforms; saving you time and money in content creation. From one blog post may come your next newsletter, a week’s worth of social posts and even the beginnings of a press release. Winner winner chicken dinner!

But you don’t have the time 😭

We appreciate the time it can take out of your working week to put your creative hat on and write hundreds of words for your website on a regular basis. We work with many clients that admit that this task is one of their marketing tasks that always slips down the to-do list and never actually gets done. We get it, it’s hard when you’re running a business and wearing so many hats to find the time to come up with ideas, let alone write about them.

And there is more to writing a blog than you might think. It’s not just composing words, but knowledge of digital strategy does come into play. Knowing how much to write, which keywords to include, which pages and websites to link to, how to optimise sentences, paragraphs and images for SEO best practise is equally important.

Hand over your blogging

Outsourcing the things that are not your core strength and that take away from your real passion is a sensible business decision. Let the professionals do what they do best, so you can do what you do best. Handing over your blog copywriting to an agency will free you up to run your business. Barefruit can handle this on your behalf and have a number of blog programs to choose from.

Our discovery process allows us to get to know you, your business, your customers and your brand’s tone of voice. It’s imperative to us that we absolutely nail how your brand's personality is communicated. We’ll then do the research, write your blog, source the images, upload it, optimise it for SEO and make it look pretty.

We can write a one-off blog post for you, or give you peace of mind for the next few months with our 3 blog or 6 blog bundles – the more you have, the more you save. So, if you know you need to write some blogs and don’t have the time or skills, or simply can’t be arsed, fill in the form below, and let us take it off your hands.

Yep, please write my blogs!

Business Tips to Make the Most of Summer

With the festive season and school holidays in full swing the Northern Rivers is seeing a huge influx of visitors. And, with international travel no longer an option for a Christmas getaway, this summer is going to be busier than ever before. As a small business in our area, it’s time to get creative and do what you can to capture the attention of locals and visitors. Think about how you can make valuable exchanges and build relationships to encourage future sales.

It’s time to get creative!

This summer is the perfect opportunity to gather and collect content and customers so when it goes quiet again, you’ve got something to work with. After the year 2020 was, User Generated Content (UGC) is more important than ever before. Think of ways for consumers to engage with your brand so that their experience with you is memorable and personalised. Perhaps it’s through a hashtag, a competition or discount rewarding UGC or some clever packaging.

Lennox Head Pizza have collaborated with @thepizzabib and local artist, MLak, to create quirky pizza boxes with fun artwork that is very shareable on social media. Don’t forget about print ads, either! We can expect this high season to last until after Easter, so an ad in the Lennox Wave, the Echo or other local publications will boost your brand's awareness. Loyalty cards, gift cards and repeat-sale-discounts are other ways to facilitate relationship building with consumers.

Trends to look out for in 2021

The marketing landscape has undergone significant change due to the impacts of lockdowns and social-distancing restrictions, across the world. As such, nostalgia marketing has really taken off. Why? We’re all craving the comfort of familiarity. Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services. This makes nostalgia marketing  a perfect fit for any marketing strategy. When you combine emotions and connections to brands from people’s childhoods with persuasive messaging, it has a strong effect on purchase decision-making. Remember the ‘Crocodile Dundee’ Superbowl ad for Australian Tourism? That tapped into nostalgia, helping Americans connect with and build perceptions of  modern-day Australia.

Position Zero on Google

We are currently witnessing one of the biggest shifts in digital marketing in the last decade. It’s always been the goal to rank 1 on Google, but now there is a Position Zero to aim for. Position Zero is when text from a website is shown above search results. This snippet is pulled from Google’s algorithm as it is believed to be the most accurate answer to a certain query. Position Zero is what Google uses to answer voice searches, which is why it is becoming increasingly important. In 2021, ranking first in search results will still be essential to a successful SEO strategy, and being featured in Position Zero will be just as important, if not more so.

We made it through 2020! May 2021 be a fruitful year for you.

Getting Your Brand Ready for Christmas

Get ready for Xmas

It’s that time of year already…finally! After the Melbourne Cup, the festive season hits and with the longer days, daylight savings and warmer weather, Christmas is well and truly on its way. If you’re a small business, Christmas and the holiday season can be one of your busiest times of the year. So let’s make sure you’re ready.

Promotion, Sales and Discounts

Whatever you’re selling, this is the time of year when the market is saturated with promotions, deals, discounts and sales. It all kicks off with Black Friday on 29 November and Cyber Monday on 30 November in celebration of Thanksgiving. Although Australia doesn’t necessarily celebrate Thanksgiving, we’ve jumped on board anyway – any excuse for a sale! Then we’re into the Christmas rush, swiftly followed by Boxing Day and January sales. Choose which promotional method best suits your brand and make sure you give people plenty of notice. Utilise your social media channels, website and email lists. If you are Lennox-based, you will reach most of the community with the Lennox Wave. What's more, over the holiday period Helen’s bumper issue reaches locals and the many visitors to our town!

Consider Shipping Delays

With COVID-19 and the huge increase in online shopping, Australia Post and other couriers are struggling to keep up. Keep an eye on possible delays! Communicate the cut-off dates for Christmas deliveries to encourage early purchase.

Christmas Gifts for Business Partners and Loyal Customers

The festive season is a time for giving and it’s important to make sure your brand is also. Recognise the people you work with, partnerships, clients and loyal customers with a little-something-special to show they’ve made a difference to your year. It doesn’t have to be big or expensive…a card in the mail goes a long way. Again, don’t forget lead times on merchandise could be very soon.

Shop local!

Choose to shop local to support our community and local business owners. With everything that has happened this year, they really need all the support they can get. Plus, gifts are so much more special when there is a story behind them – a personal touch that cannot be matched.

Schedule your Socials

Being a business owner and wearing all those hats is full on at the best of times, so get ahead of yourself and organise what you can in advance. Batch your content and spend a few hours getting your posts created and scheduled, all the way to the beginning of January if you can! There is an in-built scheduling tool in Facebook called Creator Studio (make sure you link your Instagram and Facebook together!) and multiple scheduling apps, such as Hootsuite or Later.

2020 has been a huge year, and as a business owner we have all felt pushed to our absolute limits at times. This Christmas make sure to give yourself a break. Get refreshed for the new year, think about your goals moving forward and appreciate the fact that you made it!