Marketing strategy &

brand development

Charcoal Lane is a Mission Australia social enterprise restaurant that provides on-the-job hospitality industry skills, training and experience for Aboriginal young people.

We seamlessly integrate our social enterprise training program into the restaurant, serving an all-day menu of seasonally inspired Australian cuisine infused with native ingredients. The casual menu is perfect for a quick bite to eat or taking your time, taking in the tastes of Charcoal Lane.

Every plate has a story behind its blend of Australian produce, native flavours and textures, just like the stories behind our eclectic team and why we exist. Even our building has a story to tell!

Dining in our social enterprise you get to taste our stories, while creating your own Charcoal Lane story.

Overview

branding

strategy

implementation

The brief To realign Charcoal Lane with the Mission Australia brand, bringing the program more into the focus of the business, while helping the restaurant holistically make the shift from fine dining to a casual eatery.

Branding

Branding

The brief The Pratt Foundation made a $7,000 donation to build a new website for Charcoal Lane.

Funds granted were for Charcoal Lane to develop a more professional, user-friendly informative website . The budget included all aspects of web design, coding, enabling booking functionality and training for staff to update the site regularly.

Web

Web

Design and build by Blacklight Productions

The brief To develop a social media strategy that aligns with the new Charcoal Lane marketing plan and brand that will support staff in managing the Charcoal Lane Facebook and Twitter pages.

Social

strategy training support

Social

Facebook

advertising

The brief To create Facebook advertisements that would raise awareness of Mission Australia Early Learning with mums living locally to our centres and help increase occupancy.

Advertising

December- January NSW/VIC/SA/QLD • Website clicks - 855 • Reach - 112,827 • Drove 95.44% of new visits to

the website

April-May (two weeks) NSW/VIC/SA/QLD • Website clicks- 1,254 • Reach- 191,322 • Driving 92.56% of new visits

to the website • 8% goal conversion rate*

*It has been identified that the Early Learning website needs development to make it more user friendly and increase the goal conversion.

The brief To attract sign-ups for the AtoB program by reaching young people who have completed trade qualifications via a medium they frequently use.

A to B is a government funded initiative that provides skills in small business management to tradespeople who want to start their own business.

Advertising A to B program

October- November NSW/VIC/SA/WA • Website clicks – 2,854 • Reach – 651,192 • Facebook yielded a much

higher response rate than other forms of traditional media – including both print and radio advertising.

February (2 weeks) NSW/VIC/SA/WA • Website clicks – 2,148 • Reach – 283,110 • Tested 3 different images to

gauge audience’s interest and trade of preference.