The Background

Having worked closely with Local Liquor since 2001 in the development and production of various printed promotional materials including fortnightly press ads, in-store posters and brochures, as well as a quarterly pricing manual for all stores, Link was engaged to design the Local Liquor web site.

The Approach

Link proposed an holistic approach to branding and marketing of Local Liquor. Not just a new web site. The idea incorporates web design and maintenance with Search Engine Optimisation (SEO) through original concepts and copy and unique online promotions. Teamed with the existing publications, new printed materials promoting competitions and even additional sites for specific promotions, Link offered an appealing, integrated proposal that accommodated the existing branding and marketing landscape.

The Result

• Bimonthly (100pp) Pricing Manuals,
• Fortnightly Press ads,
• Fortnightly posters and brochures advertising Specials,
• Online beer and cocktail and wine tutorials (written and developed to enhance SEO results),
• Printed promotional materials for competitions (such as ’60 Grand in the Hand’),
• ‘Local Guides’ concerning each location in the expanding Local Liquor family (focussed to enhance SEO results), and
• A unique fortnightly newsletter emailed to an ever growing list of subscribers.

Independent of the Local Liquor site, LocalTips.com.au has been developed for Local Liquor and its partners to facilitate a football tipping competition running throughout the 2007 NRL season. Link has taken full responsibility for the delivery and ongoing management of the tipping system offering the client a professional distance from this process.

Link has also developed shelf ticketing software for Local Liquor stores. Details are updated via an XML download each fortnight allowing store owners that don’t use scanning and electronic registers to easily post the specials.

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