Inclusive Creatives

The Challenge

Boat Sales Tasmania is the premier boat brokerage on the Island. Specialising in high-end luxury yachts and power boats and some of the finest used boats in the market.

The challenge for them was that with only one person on the ground, it was nearly impossible for them to find the resources in-house to create, implement and monitor any marketing activity. Awareness of the brand outside of its immediate market was low, and outside of their newsletter and website, there was very little retail activity to help promote and market new or just-listed stock.

Our Approach

Working closely with BST, as their ‘virtual’ marketing department, we developed a strategic plan and a creative platform to be used across Social Media, Google Adwords, email marketing and in press. The approach needed to be cost-effective, create high brand recall and be easy to deploy in response to stock activity, and the work also needed to show a strong ROI through regular reporting on all campaign and sales activity. All this was developed and delivered over the course of 18 months under our ‘creative bundle retainer’ model. This approach allowed for fast turnaround and response times when the client needed it the most, creating a genuine team environment and value for money, along with a better understanding of the importance of an integrated creative approach.

The Result

Utilising both text and display ads, the Adwords campaign delivered over 3000 impressions per day, with a click-through rate of 58, and a cost per click of approx 28c. Globally click-through rates for Google search are between 0.5 and 2% for display and text ads respectively, our campaign delivered an average of 0.8% for the display ads and 4.5% for our text ads. With users spending just under 3 minutes on average on the website.

Across the brand’s social media channels, we saw an average increase of 62% in profile visits and 149% increase in reach. There was a decline in people ‘unfollowing’ BST, and our various paid campaigns saw thousands of Tasmanians engage with the brand online and ultimately click through to the website.

Our strategic comms plan and the creative platform ‘You’re on the right tack’ has seen the business grow rapidly, to the point of needing to employ more staff. They are now in a position where they have the confidence to deploy and manage their own marketing channels, and the brand is enjoying a far more competitive and visible position in the market thanks to the integrated approach across multiple channels.

Project Scope

• Creative Brand Platform
• Creation of a Digital Marketing Strategy
• Google Adwords Campaign
• Organic and Paid Social Media Activity
• Ongoing Social Media Management &  reporting
• Newsletter and EDM writing and implementation
• Press Ads and Print Material

“The IC team fitted into the flow of the business seamlessly. They brought a level of expertise to our marketing that proved to be invaluable in helping us expand with maximum impact. By bringing them into the business I was able to really focus on my day-to-day job and I have also gained a more nuanced insight into the importance of integrated strategy and creativity in determining brand recall and market share.”

– Paul, Owner of Boat Sales Tasmania.