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Richmond-based Fresh Direct Refreshment Services has changed its name to Halloran's Refreshment services and rebranded using a new website, logo and message! |
New products and a local Richmond focus drive name change
Scott Halloran's vending company was leading the local market for soda machine and snack machines, but this Richmond native knew his customers wanted more. Looking at the overall refreshment needs of office staff, factory workers and the students and professors at local schools, Scott decided it was time to give back to the city he loves.
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| The old Fresh Direct vending website |
Historic Richmond flair and a brand to be proud of
Working with Wayne Dementi and AdLinea, Scott laid out his vision for the future of refreshment services and aligning more closely with river city. We created a new name, Halloran's, to represent Scott's personal commitment to his customers and the town they live in. Further plans for branching out into a Richmond-specific line of coffee and the cutting edge of corporate refreshment and convenience were formalized and AdLinea created Halloran's first marketing strategy.
Out with the old website and in with the new HALLORANS.COM
A website for Fresh Direct Services had been available for years, but it was limited in it's appeal, both to Google's search engine and human prospects. The website was visually low key and lacked the keywords and content to help Google connect people searching in Richmond VA with Halloran's snack, drink and small meal vending service.
Doug Lucy, president and chief techno geek at AdLinea, negotiated the HALLORANS.COM domain for use while the expert Joomla content management system team at AdLinea created a more functional, easier to use website for the new company.
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| The new Halloran's website |
Adding social media and applying search engine optimization
Even before the website debuted, Ashley Loftin, AdLinea's Twitter and Facebook guru, planned out a campaign of useful, valuable messaging to bring up awareness of the new brand and website within Richmond and the local business community. Halloran's Facebook fan page took off instantly, fueled by contests and a strong Twitter following.
With the functionality of a modern CMS, AdLinea's Erin Crabill was able to implement randomly-appearing customer testimonials, HTML forms to bring in prospects and contestants, newsletter sign up buttons and the Google-friendly content that the SEO team prepared for HALLORANS.COM.
Great results for the company as well as customers
The resulting website is now on-target in terms of visual appeal to visitors, functionality for customers and management, and is rising in search results and pagerank. The Halloran's brand and vending, coffee and bottled water service is quickly becoming better known within offices and the local Internet.
Halloran's customers have never been better served, too. The new website is the central focus for the company's monthly customer newsletter. Historic Richmond facts, coffee trivia and fun facts are hidden amongst the web pages and serve as the basis for the Richmonder of the Month contest.
See the new website in action at HALLORANS.COM, Richmond's best vending, coffee service and bottled water vendor. Keep you web browser ready to point at TROLLEYCOFFEE.COM when RIchmond's first historic coffee brand is launched.