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Problem
Our client is a well-known Sydney investment firm who have a multitude of exciting startup businesses within their portfolio. This includes a premium warehouse conversion co-working space and 2 food and beverage businesses, all located in a premium Sydney CBD location, near Barangaroo.
When our client approached us to form a strategic marketing partnership, all three of these brands were in the launch or pre-launch phases of operation.
A significant marketing opportunity arose to utilise our multi-channel experience across all three brands, to drive the marketing function of the various businesses.
The Process We Followed:
- Strategies
- Internal resource plan - identification of need (including writing JD and presenting to key stakeholders - budget)
- Recruitment & training
- Monthly strategic direction & activity planning
Solution
The End To End Solution We Delivered:
✔ Development of comprehensive full-funnel marketing strategies signed off by Directors. These considered individual business objectives, competitor analyses, company values and key marketing principles to drive brand awareness, lead generation and sales for each business.
✔ The strategies identified a need for an internal marketing resource to execute the day-to-day activity across brands. We developed a comprehensive plan for the internal resource, including the development of a job description and budgeting recommendations which were presented to key stakeholders.
✔ Recruitment of internal resource and training and support of marketing task requirements across brands, including technical execution of digital ads setup and management.
✔ Successful strategic direction and activity planning of all marketing channels across brands on a monthly campaign basis, including performance analysis and insights
Highlights
✔ The firm saved $152K on internal marketing management costs by entrusting the ask marketing VMM’s to manage the strategic marketing plan across businesses (75% less than in-house Marketing Managers)
✔ All marketing activities executed on time and within budget
✔ New websites developed by the ask team increased website traffic by 700% and drove a 16% conversion rate
✔ Outperformed lead generation target by 300% in 3 months
✔ Social media advertising drove a lead to sign up conversion rate of 17%
✔ PR efforts resulting in placement in Qantas Magazine, Concrete Playground, Good Food, Gourmet Traveller and Broadsheet
The Team
Virtual Marketing Managers - ask Marketing
UX Designer and Website Developer - Dan Shepherd @ ask Marketing
Photography- Megann Evans
Internal Marketing Executive - Indira Pandey
"Utilising the skills and expertise of the ask Marketing Virtual Marketing Managers across the multiple brands within our portfolio has proven to be a highly efficient and effective way of working.
They have worked collaboratively with our stakeholders to create targeted strategies for each of our businesses, which span across a range of industries. They recruited, developed and continue to support our internal Digital Marketing Executive, who works across our brands, to ensure the day-to-day marketing activities are executed in alignment with their bigger picture strategies.
The businesses have grown within their respective markets due to the dedication, drive and performance-focused methods that the ask team have implemented. We look forward to seeing the results and partnership continue to thrive."
Alan Wong, CEO, Clover Investments
