Fremantle Fishing Boat Harbour Case Study
Where it All Started
Long term client of Media on Mars, Fremantle Fishing Boat Harbour (FFBH) came to Media on Mars in late 2013 with a unique opportunity– to manage all of their online marketing platforms. Fishing Boat Harbour already had many strengths and opportunities to capitalise on, including:
- The area already held a strong reputation as a tourist and family-friendly destination
- The area is safe, well lit and busy with many people visiting the area during the warmer months
- The Harbour is a beautiful area
- An excellent location to watch one of Western Australia’s famous sunsets
- Location of a number of sculptures, including an ode to local legend Bon Scott
- Long term traders such as Char Char Bull, Cicerellos and Sweetlips have a strong reputation as quality dining options
- Easily accessible via public transport, plus there are many car bays around the Harbour
- High quality accommodation facilities available
Step One – Building A Strong Foundation
The first step of any successful online marketing campaign is to have a strong foundation– a great website. A website overhaul by Media on Mars ensured that the content was current and relevant, the site was easy to navigate and the imagery was fresh and appealing. A mobile-and-tablet friendly version of the site was also required, and the Media on Mars developers set out to create an Adaptive version of the site for on-the-go viewing.
Key information required on the website included:
- Contact details
- Information on major tenants, including Char Char Bull, Cicerellos, Little Creatures and Quest Harbour Village
- Social media links
- Enewsletter sign-up form
- Parking and public transport information
With this key information in place, Fremantle Fishing Boat Harbour’s website became an online information hub– a place where tourists and locals alike can discover upcoming events, access relevant information about businesses in the area and connect with Fishing Boat Harbour in one easy to use location.
Time to Get Social
A comprehensive social media strategy was then devised. Facebook and Instagram accounts were created, with their posts working to position Fishing Boat Harbour as one of Perth’s leading destinations. Emphasis was on the location as well as supporting events in the area of greater Fremantle.
Engagement with the public was high– people connected instantly with Fishing Boat Harbour’s social media platforms which was greatly driven by visually stimulating imagery such as stunning sunsets, fish and chips on the water and twilight sails. The Media on Mars team have managed to grow Fishing Boat Harbour’s Facebook fan base by over 142% over the last three months.
Research into Facebook and Instagram showed that the hashtag #fishingboatharbour was already in use and being used by the public to represent Fishing Boat Harbour. This hashtag was then applied to all relevant Facebook and Instagram posts.
You’ve Got Mail
Online marketers understand the power of direct mail marketing such as eNewsletters. A database of subscribers has grown exponentially through social media competitions and strategic positioning of signup forms on online platforms,
The implementation of these strategic online marketing activities has seen a dramatic increase in engagement for Fishing Boat Harbour across all online platforms, with a 4500% increase in total reach for Facebook alone.
Fremantle Fishing Boat Harbour are delighted with their results and can clearly see the benefits that consistent high quality digital marketing can have. They were an ideal client for an online marketing strategy as they are a collection of business that all benefit from an increase in engagement and can share the costs of implementing a strategic approach to online marketing. Now their website, social media and marketing present a cohesive story that is reiterated through numerous challenges. It provides each of the individual business with a channel to implement their marketing as well as a valuable training opportunity that can be used within their own business.