Driving Success for The Leaf Group Across multiple NSW South Coast Locations
LEAF GROUP
The Challenge
When The Leaf Group approached us, they faced a major challenge—finding a marketing agency that could effectively manage all five of their venues across spread across multiple towns on the South Coast of NSW. Nowra, Bombaderry, Milton and Mollymook.
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As a locally Thai-owned hospitality group with a passion for delivering the best Asian food on the South Coast, they needed a tailored approach that addressed the unique needs of each location. Each location came with its own audiences, cuisines and brand identity for each of the restaurants but they also wanted similar messaging of quality and service through each of the restaurants yet to keep their own local identity. The owner’s were passionate about their offering and knew how they wanted to be seen and needed the right agency to bring it to life and work with them on each identity.
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Each of the five venues had a distinct look, feel, and audience, requiring individualised strategies while still maintaining a strong brand presence under the Leaf Group umbrella. Their venues include:
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• Leaf Nowra – Thai restaurant
• Beleaf Nowra – Japanese restaurant
• Again & Again (Bombaderry) – Western Café
• What’s Up Bowl (Milton) – Multi region Asian restaurant
• Thai Flavours (Mollymook) – Thai restaurant
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With Nowra and Mollymook being high-traffic tourist destinations, especially during school holidays and summer, their marketing needed to target both locals and travellers to ensure strong year-round business. Tourist trade would be concentrated during the high summer season, while the rest of the year localised marketing efforts needed to be made to appeal to the local population.
The Strategy
To maximise visibility and customer engagement, we implemented a multi-location marketing strategy:
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Tailored Local Marketing – Each venue had customised content and promotions to resonate with the local audience while maintaining a consistent brand voice.
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Tourist-Targeted Campaigns – We developed seasonal marketing strategies to capture the influx of holidaymakers and travellers during peak periods.
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Social Media Execution – We built a strong online presence for each venue, ensuring high engagement, beautiful food photography, and compelling content that showcased the authenticity of their menus.
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High-Impact Promotions – We leveraged targeted paid campaigns and localised SEO strategies to ensure their venues appeared in searches when visitors were looking for places to dine.
Making inroads with the local communities via the localised Facebook groups and building up rapport with the locals to make sure they supported the business during the quieter times
Results
By working closely with The Leaf Group, we’ve successfully positioned their venues as the go-to Asian dining spots on the South Coast. Each location now benefits from a strong online presence, increased customer awareness, and higher foot traffic year-round. During the high tourist seasons, they are the go-to restaurants for that type of cuisine.
CPM had to adjust its normal urban marketing model to a more tailored marketing that speaks to both locals and tourists with much more seasonality involved.
