Archive for the ‘Projects’ Category

Website Design – Focus Cambodia

Saturday, August 21st, 2010

The Client

Focus Cambodia is an Australian registered charity doing amazing work to change the life of impoverished communities in the republic of Cambodia.

The Problem

Focus Cambodia required a solution for promoting its charitable activities, attracting new supporters and engaging with existing supporters, and raising much needed funds through the sale of items handmade by many of the communities it was supporting.

The organisation required the solution to be simple to self manage and take advantage of wider audiences on popular social media services such as Twitter and Facebook.

The Solution

Outsmart developed a social media marketing strategy for Focus Cambodia which included a website and blog which was tightly integrates with a twitter and Facebook page.

The website is highly dynamic and allows focus Cambodia to report on its activities, successes and challenges, which can be flag to featured on the site home page so that its is constantly fresh and up to date.

Not being particularly web savvy, Outsmart created the system so that by simply creating posts and selecting appropriate check boxes, the posts can be featured, shown non the home page, and published by RSS feed, on its Facebook page and as a Twitter feed.

The Results

Focus Cabodia has reported that the website has become central to the promotion and reporting of its activities as well as allowing it to create a wide and highly engaged supporter base.

Supporters are engaging with the organisation on Facebook, Twitter and directly on the site, and its customer base for its handmade crafts is expanding exponentially.

Interestingly, a secondary impact of the success of the strategy is that the organisation now has a highly effective archive of its activities which has improved accountability and supported engagement.


Web design, social media, social networking, internet marketing strategy, Twitter, Facebook

Social Networking Strategy – Love of Coffee

Saturday, August 21st, 2010

The Client

Coffee Shrine is a Perth based reseller of coffee related equipment, services and supplies. It markets its products and services nationally across a number of distinct coffee related markets.

The Problem

Coffee Shrine wanted to expose its business to a much broader audience than existing customers and customers searching for specific products that it sold. Believing that it could significantly expand its business if it could create engage with a wider audience of coffee lovers, the company needed a solution for expanding its reach.

The Solution

Outsmart developed a strategy for Coffee Shrine which involved the creation of a new “independent” industry brand. Love of Coffee, which was Coffee Shrine’s tag line, was a coffee news blog & website which positioned itself as on of Australia’s most important coffee resources.
The blog uses a magazine format, and includes industry news, café reviews, product reviews and information on coffee machines.
The Love of Coffee website also publishes aggregates feeds from a range of other trusted coffee sites and is very tightly integrates with Twitter and Facebook

Coffee Shrine places subtle banner ads on the site to promote its related products and where relevant has some keyword linking back to its ecommerce website.

The Results

The Love of Coffee website is a top ranking Australian coffee blog.
It is generating a significant volume of new traffic for the Coffee Shrine website as well as third part endorsement for many of its products.

Importantly, the Love of Coffee website has had a significant impact on Coffee Shrine’s search engine rankings for its primary ecommerce website, with new products launched simultaneously on the ecommerce site also being featured in the Love of Coffee blog.


Internet marketing strategy, blog, social media, Twitter, Facebook, SEO

Social Media Strategy – Fruut Toy Storage System

Saturday, August 21st, 2010

The Client

fruut is a new and exciting brand of innovative and stylish toy storage products created by Australian company Live Play Create, designed to make it easy to store, play and pack away.

It is a system that is comprised of fruut sacks, a toy bag which opens up to become a toy play surface particularly suited to toys with multiple small pieces, and stylish hangers or racks such as the fruut tree, a beautiful piece of wall art with hooks on which the fruut sacks and other items can be hung.

The Problem

The owners of the fruut brand needed a way of promoting the brand and its unique value proposition to its target market of Australian mothers of young children which have a passion for unique and stylish home décor.

Being a new concept in toy storage, the company needed to create an awareness of the product as it developed its retail channel which included both its existing toy retailers but would extend to children’s boutiques, home furnishing specialist as well as interior decorators and commercial designers.

The Solution

Outsmart worked with Live Play Create to develop a grass roots online strategy for the company to compliment both its exisiting online campigns as well as its offline marketing initiatives.

The strategy included the following elements;

  • Website design: a fruut brand specific micro site, which promoted fruuts features, benefits and brand promosition
  • Video: as the product was so unique, video was embedded into the fruut websites home page, company youtube channel and embedded as a viral facebook video
  • Blog: a series of blog articles on the companys blog, which were syndicated onto the fruut website and published on its twitter and facebook profiles
  • SEO: the website was optimised around key serach terms such as toy storage, toy storage systems and shildrens storage
  • SEM: the website was promoted on a large number of online directories, shopping comparison sites and its blog and social media updates were keyword enriched and promoted so that they would rank in erach engine results
  • Shopping comparison sites: the products were submitted to all of the major Australian shopping comparison sites such as, getprice, nexttag, and shopbot.
  • PPC: A google adwords PPC campign established around keywords realted to toy storage
  • Social Media – Facebook a very active campign on the Live Play Create facebook fan page interacting in particulalr with a lage number of complimentary facebook pages and mum bloggers.
  • Facebook ads; in addition to the social networking campaihgn on facebook, an intensive 8 week facebook ads campaign was created to build the companys brand avocates.
  • Social Media – Twitter: creating awarenewss through interactions on titter with influencial twitter avolcates and mum bloggers
  • Social Bookmarkeing – an extensive campaign of social bookmarkeing of the fruut website and blog posts related to the brand on a wide range of social networking sites

The Results

Live Play Create report that a lot of interest has been created in the new brand from both expected and unexpected sales channels. This has led to the creation of a wide retail distribution channel as well as the product being used by commercial interior design firms for creating unqiue spaces for children.

The brand has been widely promoted by pro bloggers and social media champions

The brand’s video has been viewed over 10,000 times and website is ranking number 1 in google for toy storage system and on page 1 for toy storage as well as for its brand names.

At a recent trade show the company was amazed at buyer awareness of the product, reporting they had been exposed to the concept particularly in the social media and in industry blogs.


website design, video, blogging, seo, sem, ppc, directory submission, shopping comparison sites, social media, social networking, twitter, facebook, social book marking, website design, website development

SEO Strategy – Austin Developments

Wednesday, July 7th, 2010

The Client

Austin Developments is a developer of stylish and unique outdoor living environments. Based in Perth, Western Australia, the company has a strong reputation for its quality and creativity in outdoor pergola, patio, cabana and timber decking designs.

The problem

Austin Developments had identified that its potential customers had shifted from using traditional directories such as the Yellow Pages towards online sources of information.

To better take advantage of this shift, Austin Developments wanted to create a Internet Marketing Strategy which would give it a greater and more effective presence online.

Frustrated that a considerable portion of its marketing budget had been spent on Yellow Pages style campaigns and that their corporate website was expensive to modify every time they wanted to make a changes, the company approached Outsmart to help it create a more effective internet marketing strategy.

The Solution

Austin Developments are artisans in their field, the creation of exemplarity outdoor living spaces and had an impressive portfolio of work to its credit. As such, we decided that their online presence needed to take maximum advantage of visuals of its great work.

First and foremost was the recreation of a website which had a simple to use and maintain content management system. A system that was easy for the owners to manage themselves and upload each new project as completed to expand their online portfolio.

Video was created and integrated into the website to give visitors an experience of the lifestyle improvements that was accompany an investment in an Austin Development lifestyle space.

We created a rage of high quality image galleries so that users of the website could get inspirations for their own projects as well as demonstrate the company’s track record.

A blog incorporated in the site allowed the owners to write about each project as completed, talking about the design briefs, challenges which needed to be overcome and how they arrived at the specific solution.

An integration with social media sites such as twitter and Facebook mean that Austin developments could be exposed to a wider audience and take advantage of some of the viral benefits of things such as the Facebook like buttons.

Finally, we implemented a highly targeted SEO campaign to improve the companies ranking in the major search engines.

The Results

The company has reported that it has decided to reduce its large expenditure on Yellow Pages advertising as it starts to receive the benefits of new online marketing strategy.

Customers are spending more time on their website and they are using it as a marketing tool while in customer presentations.

The ability to manage their own online content rather than rely on a web dev elopement firm means they are now updating this on a regula basis and it has become an integral part of its marketing mix that it now has control of.

keywords: seo, social neworking, blogging, website design, web development, wordpress

Internet Marketing Strategy – Live Play Create

Thursday, June 17th, 2010

Live Play Create required a scalable Internet Marketing Strategy to accommodate its growth from a single product small business to a large international operation with a portfolio of products and brands.

Client :Live Play Create

Product : Developer of unique, stylish and functional toys and children’s lifestyle products

Campaign : Online Marketing Strategy – Website Design and Search Engine Optimisation (SEO)

Background :Live Play Create is an Australian company which develops and markets a range of stylish and unique toys and children’s lifestyle products.

Founded by Cathy Ballardin, a West Australian mum with a passion for sustainable design, the company had grown from a single product to a portfolio of successful brands.

Challenge: Live Play Create had grown from focusing on a single product which it marketed through its own website, to a portfolio of products and brands marketed through a large retail network.

The company wanted to ensure brand integrity by operating the top ranking website for each of its products and brands, have an online presence for customers who did not have access to one of its retail distributors, yet did not want to complete with its retailer customers.

Internet Marketing Strategy: After meeting with the team and discussing their objectives, budget and resources Outsmart presented Live Play Create with an Internet Marketing Strategy which included website design and search engine optimisation (SEO)and would meet all of its desired outcomes.

The strategy was to develop a hierarchy of websites as follows:

Internet Marketing Strategy

Live Play Create needed an internet marketing strategy to cater for its growing portfolio of brands

  • A corporate site at the top of the hierarchy comprised of general information on the company, information on the respective brands and a corporate blog.
  • A suite of brand specific micro-sites which would be used the communicate products and brands and allow customers to easily locate their nearest retailer, and
  • An online shop where customers could purchase any of the company’s products online if they did not have access to its retail network.


  • The company’s brand websites are ranking #1 in Google.
  • The company’s corporate website is ranking #2 in Google for its respective brands.
  • Transactions through the company’s online shop have increased by 27%
  • There has been an increase in traffic across the hierarchy of sites of 32% above the traffic from the previous standalone website.
  • The company is more effectively diverting customers to its retail partners.

About the Author:
Outsmart is a Perth based Internet marketing company which specialises in search and social media marketing strategies.