Green Olive at Red Hill, winery and olive grove, is a whole farm experience. They grow olives, grapes, herbs and veggies, hops and bush food as well as raise sheep and chooks to create a range of food and wine experience people love!
The team behind the bustling farm shop and restaurant wanted to extend their already successful local delivery store to accommodate nationwide delivery. We undertook the digital strategy and development project to meet their needs and budget. The result? An intuitive, user-led online store, informational website that showcases farm-fresh produce & body products across a range of grocery categories.
In pursuit of creating an online presence, Green Olive needed an effective online marketing campaign that would generate online sales. To do that, they would need to build a community and increase awareness for their farm, restaurant & online store. The most viable way for them to accomplish this was through the use of automation and using technology for lead generation and lead nurturing.
As previously mentioned, generating more online sales needed to complement generating greater foot traffic to Green Olive’s brick and mortar locations. A big part of converting online traffic into foot traffic was by educating new and returning audiences. They needed a way to grab a digital consumer’s interest either by urging them to buy online or to purchase in-store.
Lastly, Green Olive wanted to create a holiday promotions campaign. This would again complement a multi-front pursuit of both their online and in-store activities.
Having initially explored the overall design, packaging and marketing strategy associated with the existing brand, along with the success of producing a consistent annually awarded oil – that was thereby shifting the position of the brand within the market, we approached Green Olive with the recommendation that their brand undergo a strategic and visual revision in order to meet their own underlying business objectives.
Additionally, Green Olive did not see the point that their business could complement the growth if they incorporated an online marketing strategy. Their experience with technology and digital marketing was also limited. Furthermore, they worried about cannibalising their brick-and-mortar location with the addition of an online presence.
A big challenge of generating and nurturing new online audiences for them was having to educate audiences about their highly specialised products. In their old website Green Olive struggled to clearly explain the value of their products, farms and experience.
Our job was to design and develop a website that would be visually impressive, easy to use and would target three different customer types; corporate, weddings & families. To do this, we developed an architecture which split the website into 3 distinct sections, with each of these sections tailored specifically towards the customer type.
The copy and images were all constructed in a way that would appeal to and excite the target customer.
To gauge the success of the campaign, Green Olive homed in on the following KPIs
Green Olive was easily onboarded to 23 Digital’s idea with doing a complete revamp of their digital strategy. This service helped them quickly set up their new automated technology for generating, nurturing and converting online leads & Sales. So, this strategy could succeed, a new ECommerce Website was developed for them in addition to using 3rd-party integration to guide leads throughout their buyer’s journey.
Two Lead Nurturing Campaigns were then created, which incorporated creating lead magnets, nurture emails and automated workflows. Before being placed into appropriate workflows, contacts would be segmented into lists. These workflows provided audiences the best educational offers for their needs.
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