Digital Strategy, Web Development, Digital Marketing, Branding & Design
About Seedlab
Seedlab Australia is a unique, proven, and independent program supporting Australian businesses to start, scale and grow towards national supply. Seedlab is fully funded by Woolworths, making the program free for participants. We’ve been their digital partner since the start, helping to get them online and make noise for the right people to hear.
The brief
From the outset, we worked with Seedlab’s Founder Dr Hazel MacTavish-West to define what success looks like for Seedlab, and what we would do to achieve it.
They asked us to help develop their brand, create their top-level digital strategy, develop their website, produce content, and implement digital marketing to grow their online presence.
As our relationship with Seedlab Australia has evolved we’ve been happy to step up to the plate whenever they need any assistance in the digital world – including providing expert content for their programs.
the tech we useD
wordpress
React
Google
Analytics
Data Studio
Meta Ads
LinkedIn
Ads
DR HAZEL MACTAVISH-WEST | FOUNDER, SEEDLAB
STRATEGY, VISION, BRAND
We have weekly meetings with Seedlab to discuss digital strategy, upcoming work to be done, and their vision for the future. We’re also always available and frequently consult Hazel and the Seedlab team to ensure their brand is always presented properly and to determine effective use of their budget for content creation, advertising, and other priorities.
AN ITERATIVE & FRESH DESIGN
We iterated on the previous Seedlab Tasmania logo, altering it to be a better fit for screen applications. The resulting logo is recognisable at small sizes, and by the brandmark in isolation.
Seedlab Australia is and always was planned to be a program delivered via live and on demand online content. We built their brand with a screen-first mindset, aiming to provide them with a logo & styleguide that were flexible and clear for the broadest range of digital use cases possible.
To complement the style guide, we produced a full branding pack with all variations of the logo and design elements in every format that could ever be required by Seedlab’s team or designers working on their behalf.
WE’VE CONTINUALLY PRODUCED & ADDED CONTENT TO THE SITE
We built an initial website for Seedlab Australia rapidly over a period of one week before launch and have continually improved it over time. We also conducted a major restructure & redesign informed by data from website analytics & marketing campaigns we’d run. Following on from that we’re rejigging the site based on how the business is growing and what resonating with their audiences as they evolve.
We continue to work with Seedlab to produce and add content to the site over time, writing news articles & success stories, producing custom graphics & animations, and explainer videos.
ORGANIC SOCIAL CONTENT & CM
We help put quality content on Seedlab’s social feeds on a regular basis. We’re promoters of efficient content production & distribution, and have used a standardised approach for delivering updates for Seedlab.
We start with creating an update on the Seedlab website, then deliver shortened versions of that content to social channels directing users to the website for more info.
We also utilise this content in their eDMs to allow us to produce high quality, content rich updates which efficiently utilise already available content.
As part of the increased reach that comes with paid promotion on social media, we’ve stepped up to do daily community management for Seedlab.
This is often as simple as responding to positive comments, but also requires a tactful approach for more difficult interactions.
We’ve also used this as an opportunity to grow Seedlab’s audience, as we frequently invite new users to follow Seedlab.
OUTSTANDING MARKETING PERFOMANCE
We’ve been running ads for Seedlab Australia since the same day we launched their website. Our main goal has been to drive applications for their Bootcamp program, where we’ve consistently been able to provide a pool of great candidates for Seedlab & Woolworths to select participants from.
We’ve also seen additional benefits from our performance marketing efforts, with consistent growth for Seedlab’s eDM and social media audiences.
246K
Impressions
Impressions count ad displays, excluding user interactions, showing overall exposure.
87K
Reach
Reach is the number of unique people who saw the Meta ad at least once.
28K
Post engagement
Post engagements are the total number of actions that people take involving the ads on Facebook.
100+
Applications
The number of applications attributed to the ads.
*Meta Campaign promoting the Bootcamp Round 7 Application 20 Mar – 30 Jun 2023
more case studies
Innovation Bay
Healthy Heads
