Organic Wine
Web content, Blogs, and Tasting Notes
Working with Directors Stuart Wood & Michelle Gadd to develop SEO keyword digital media content to improve engagement and search. Monthly blogs – tasting featured wines and writing notes, with accompanying feature researching, sourcing images, writing content, and posting to web platform for new wine releases and educational content – on subjects as diverse as Pinot Noir Guide, Wine Additives explainer, new releases from Minimum Wine & Rosnay.
Michael Hall Wines
Targeted Email and PR Product Launch Campaigns
This retainer project for Michael Hall Wines supports the release of the new vintage product range throughout the year with press release writing, new product sampling and key wine media distribution; as well as launching the wines with targeted, sales-driven email direct marketing to the consumer database and location-based trade EDMs to drive sales and customer tastings.
Robnik Group
Brand Story, Trade Kit & Web Development
Working with Brenden Robnik – I developed a Brand Story – included market research, competitors, differentiation and key message development that speak to on-premise trade and their targeted consumer demographic. Developed Trade Sales Kit – included a wine professional level portfolio, tasting/tech notes, selling points and essential business docs. Pivoting towards direct to consumer as COVID lockdown began – worked on Web Development providing for direct online consumer sales – and recently updated branding look-and-feel.
Levin Wines
Trade Collateral, Website and Social Media Management
This ongoing retainer for Levin Wines Australia includes supporting the sales function with targeted, location-specific on-premise and off-premise marketing and collateral development like price lists, point of sale signage and customer presentations. As well as website development and ongoing management and social media management.
Wine Revolution
Brand Identity, Marketing Program, Trade Pitch Deck, Social Media Guidelines and Digital Marketing retainer
Worked with Alison Rainey – I developed a clear identity and brand story that speaks to the targeted demographic – including philosophy, reputation, brand differentiation, key messages, and consumer profile. Developed a consistent marketing program with traditional, event and social marketing instruments. Also, a pitch deck presentation for use in business development meetings with prospective clients. And created social media guidelines for multi social media channels. As COVID restrictions were introduced – provided digital media management retainer including email and social media marketing for pivot towards zoom/online tastings.
Digital Communications Management – Great Wine Estates UK
For collaborative UK import channel, Great Wine Estates, Wine Brain developed the brand story, website and researched portfolio with technical and tasting notes, individual producer backgrounds and winery logos, videos and images; marketing collateral, order forms, menus, press releases and Mailchimp EDM and social media all managed for updates and accuracy.
Mount Monument
Brand Voice, Marketing Program & Activity Calendar
For a Macedon Ranges vineyard, Mount Monument, we worked with Eleni Arbus to deliver a detailed Marketing Program within the defined brand voice, focusing on direct to consumer sales, while supporting the trade with key promotions. Strategy, tactics and activities will be designed to increase consumer brand awareness and database development, support trade sales and reputation, and drive eCommerce and online engagement, presented in January 2019.
Wanted Man Wines
New Brand Development Cellar Release
This production and promotional management for Heathcote vineyard, Wanted Man Wines, comprised developing a new premium Cellar Release range to utilise back vintages including production of the label, bottle (waxing and tissue) and gifting presentation, consumer communications (targeted email campaign to high value contacts for corporate gifting), and collateral development (tasting notes, bottle story card, selling kit, point of sale) from September to December 2018.
Leogate Estate
UK Export Brand Story
For Hunter Valley winery, Leogate Estate, Wine Brain developed a UK Export Brand Story and channel marketing capsule, includes a well-defined, localised, translated brand story communicated by introduction presenter and collateral kit consisting of price lists, portfolios, image presentations, technical notes for trade and experiential for consumers, as well as a press release and social media content for the London launch.
Armadale Cellars
Promo Strategy 20th Birthday Festival
This promotional strategy for Melbourne wine retailer, Armadale Cellars, comprised an integrated, five-month social media, PR and event campaign to promote their 20th Birthday #AC20thBdayFest. The social and PR campaign ran over the tasting calendar, promoting key wineries and rewarding consumer purchases with a ‘golden ticket’ to drive sales and event attendance, between May and September 2017.
Indigo Vineyard
Marketing Program & Activity Calendar
For Beechworth producer, Indigo Vineyard, Wine Brain developed a consumer-focused Marketing Program, including multichannel strategy, activities and tactics, geared to cellar door sales and database increase and retention, presented a detailed, annotated Activity Calendar, of EDM, social content, brand collaboration, sponsorship leverage and community development.
Bird On A Wire Wines
Export Development Support
This export development support project for Bird On A Wire Wines comprised developing a brand story and key product messaging for importer meetings at the Hong Kong International Wine Show, including PowerPoint presentation and takeaway collateral for prospective shippers.