Online Marketing Client Gallery for PublicityShip

Torquay on the Great Ocean Road

As keen travellers, Yvonne Hunter and Tim Kottek opened Wattle Court Retreat in 2001, just over the dunes near Torquay, Victoria, on Australia’s Great Ocean Road.

Noticing that many accommodation booking sites were becoming overloaded with information, making it harder for visitors to make decisions about where to stay when they wanted to get away, they launched a website, Experience Torquay.

They also recognised two vital points, which more and more savvy tourism operators are now picking up on:

1. An increasing number of those who take Australian holidays - both overseas (72%) and in Australia (53%) - are both researching and booking their trips online.
2. Attracting more visitors to a region as a whole can only benefit all the tour and accommodation providers.

Yvonne and Tim asked PublicityShip to upgrade their site, transferring across existing content and developing new sections. The new site would not only continue to be a valuable resource for visitors booking accommodation, but would also provide a full range of information on Torquay and the Great Ocean Road, enabling travellers to plan a complete holiday. They also wanted their new site to gain page 1 search rankings on particular search terms.

PublicityShip carried out detailed keyword analysis before developing a blog-enabled site with a focus on both Torquay and the Great Ocean Road region as a whole. The result is Torquay on the Great Ocean Road, a content-rich resource optimised to attract overseas visitors, locals wanting a short break, and surfers looking to visit the iconic Bells Beach on the Surf Coast.

This is a short note to acknowledge how pleased we are with progress on our project. First and foremost we expect that our ability and focus on on-line marketing will make the biggest long-term difference. Although we have an attractive site, even judged as very professional by some of our partners, the site that you are developing for us is where the visibility to customers will come from.

Your willingness to find, as well as teaching us how to find, royalty free images meets our need to contribute to customers, at the same time containing costs.

The “Publicityship options”, as we work our way into them, will allow us to have seasonal theme changes and thus keep the site alive on a long-term basis. Given that that is the most complex part of site maintenance taken care of, the writing, image loading and the more day-to-day tasks are quite straightforward.

The result is that we are able to focus on learning from Jane’s word-smithing expertise knowing that the technology is taken care of. For us that’s critical, as this site is the link between us and the customers we want to serve. We are excited with how this is developing!

Tim Kottek

Existing website: Experience Torquay
New website: Torquay on the Great Ocean Road
Blog: Torquay on the Great Ocean Road Blog

Auspen Markers

PublicityShip developed a new online marketing presence for Auspen, who sell refillable white board marker pens. The new site simplified dramatically the user experience, making it far easier to understand the the products.

The site also introduced online ordering for customers from anywhere in the world. After identifying shipping as the most complicated aspect of ordering marker pens, Auspen took PublicityShip’s suggestion and introduced a shipping-inclusive price list to make it easy for their customers.

Based on keyword research, Auspen were able to identify that US customers were searching for dry erase markers, whereas Australian customers were searching for whiteboard markers. So the site was structured to make it easy for both groups, as well as ensuring the search engines were able to find appropriate pages for the different searches that were occurring.

Old website: Auspen.com.au
New website: Auspen-Markers.com

Paul and Jenny Geelen (WA)

Paul and Jenny Geelen are Ocularists - if you haven’t come across this profession before, they are responsible for manufacturing and fitting prosthetic eyes. The Geelens are highly skilled in their craft, and we have learned so much helping them develop a new blogsite. They are passionate about providing information to those people (and their family and friends) who are going through the processes involved in having a prosthetic eye fitted.

PublicityShip developed an integrated blog and website for Paul and Jenny. The blog provides perspective on the type of service Paul and Jenny provide, and is designed to interest international as well as Australian readers. The site has transformed Paul and Jenny’s business. It draws strong local traffic, leading to increased bookings from clients in their home city. It also draws global traffic from people interested in the support material on dealing with eye loss, as well as clients booking Paul and Jenny’s services. In some cases, international clients have scheduled a consultation with Paul and Jenny in Perth, and in other cases have scheduled consultations at the clinics in Indonesia, Malaysia and the Middle East.

Web traffic is now growing steadily. The site has attracted a Google Pagerank of 3 in under 9 months, and they rank strong on targeted keywords such as ‘ocularists’.

Julia has ghost-written a range of fascinating, moving and sometimes gently humorous Stories of Eye Loss and published them on the site. These stories have been collected and published as the Stories of Eye Loss eBook, available free to individuals and for sale to hospitals and surgeries.

The stories draw growing web traffic from Google, and are a regular topic of discussion with clients.

More details on how Paul and Jenny use the web to take their artificial eye business to the world can be found in a detailed case study, The Online Ocularist.

Website: Paul and Jenny Geelen, Ocularists
Blog: Geelen Blog

Histology Online

PublicityShip designed and launched the online web presence for Histology Online. The website provides a blog enabled platform to publicise the application internationally.

Student subscriptions and payments are fully automated, with full subscriber access being granted immediately on completion of payments. A free trial subscription is included.

PublicityShip established and operates the global AdWords campaign, and provides regular reporting on impressions, click through rates and conversion rates.

Boshack Farm

Email marketing. Chrissy and Deryck from Boshack Farm came to PublicityShip looking for new and more effective ways to publicise their outback eco tours and their new website: www.wherethebloodyhelldoyouthink.com

We ran a planning meeting with them and decided that the best way to start would be an email campaign making use of their substantial email database.

We prepared a series of three messages, targeted at travel agents whose clients are looking for a truly Australian outback experience.

“We have now received your three completed e-mail marketing templates. I must compliment you on your presentation and how you grasped and ran with our promotion so easily.”

Deryck Brockhurst, Boshack Farm

Websites: Boshack Farm
WhereTheBloodyHellDoYouThink.com

Ningaloo Blue (WA)

PublicityShip has developed a new online marketing site (ningalooblue.com) for Ningaloo Blue, as part of their 2007 Hidden Jewel award. The site is already seeing significant traffic and blog authority. To find out more about this aspect of their prize, go to our blog.

We have been so impressed with the work you guys have done for us … we love the new look blog! There’s no use having a site if it’s not being found, and a blog-enabled site like this one is like having double exposure - a website with a blog that makes the whole thing more interactive. Most importantly, there are more ways for potential customers to find us when they’re searching online.

Kat Mikic
Marketing Manager, Ningaloo Blue Dive

Old website: NingalooBlue.com.au
New website: NingalooBlue.com
Blog: Ningaloo Adventure Blog

Janet Shaw and Beyond The Red Door (WA)

Author and Paralympian Janet Shaw engaged PublicityShip to help her launch a new blog for Beyond The Red Door, her novel. At the same time, she asked PublicityShip to revamp her existing website and existing blog, creating Janetshaw.com in the process.

Janet is blind, and uses Wordpress with a speed and efficiency that is truly amazing. With new books on the way, Janet’s web presence will play a key role in spreading the word about her books.

Websites: JanetShaw.com
Beyond The Red Door