We started working with Jolly Harbour Marina & Boatyard and the brief was simple; reflect the reality of what we do, day in, day out, through their social media channels.
During the “discovery” phase, we spent a great deal of time talking to the team on the ground, we spent sessions with their customer service team, the General Manager and, importantly, their clients on the dock. We were able to arrive at a brand positioning that was both distinct in Antigua and perhaps the Caribbean.
In order to shape the communications, we created a brand personality for the Marina around “community” and “Marina family”. We communicated this through the style of post and video content and the style of the brand narrative. We included many of the Marina customers in our communications; thus enhancing this sense of one family and community spirit.
To ensure that the engagement levels remain high, the posts tend to be a “fly on the wall” style of reportage around the Marina. From the team hauling out boats, to the maintenance crew fixing the dock.
Following this, the scope of work developed into updating the logo and the colour palette.
We also began working with the website designer to create a brand new website. We made recommendations on the theme, created the site map, took all the photography, undertook the copywriting and tested the site prior to launch. The website has a NEWS section that we update frequently; from idea to copywriting and photography.
In addition to social media and website, we also handle their PPC Google Advertising campaigns, reviewing Google Analytics, press advertising and website management.