PYBAR Mining Services is the third largest underground mining contractor in Australia. New South Wales based, PYBAR had the majority of its business in the eastern states. With a strong reputation of delivering results, the company’s growth strategy targeted West Australia and internationally.
Scope Of Works
Build a respected market position nationally and internationally and increase awareness to support business development.
Discovery & Strategy
Brand One undertook a strategic discovery process with the company’s board, senior management team, key divisional heads and site management. Management interviews, client and employee surveys, and an audit of all collateral including the website were undertaken. A strategic workshop saw us working together with the board and senior managers to clarify the vision, mission and supporting company values to provide the direction and foundation for the business’s planned growth. A market position, value proposition and key messages to market were clearly identified and articulated to support the business development objective.
The Importance Of Key Messages To Content Marketing
Building awareness of the brand and what the business has to offer is important when entering new markets or building greater market share. What sets a company apart is the point of difference (POD); whilst the key messages are important to ensure what the company has to offer is consistently communicated to the market. Brand One worked with the PYBAR team to establish this. This is important as it becomes the brief for all content marketing – what we consistently say across all marketing and communications media including all digital media such as social media, the website, eNewsletters, blog and online ads; as well as mainstream media through PR and press advertising and collateral including the Capability Statement and tender documents.
A Fully Responsive (Mobile Friendly) Website Repositioning The Brand To Help Position The Business Nationally
Central to the marketing strategy is the website. Prospective clients and clients will ‘Google’ a company which means that a website has a critical role to play. Design excellence + clear navigation + functionality are instrumental to presenting the company, showcasing its services and equipment, and providinge clear evidence of its capabilities. The new design reflected the refreshed brand position with a clean and professional look. The new website was clearly sectioned for easy traffic direction and ease to use. The navigation was purpose built to reflect the user journey from entry through to all areas of the business. Speciality areas: a fleet area showcased the company’s extensive equipment; an interactive map and projects list provided evidence of the company’s experience and results; a resource centre consolidated all marketing collateral; and a news area was designed to provide a vast library of categorised information – great for Search Engine Optimisation!