The Situation

Diagnostech, Australia’s leading Remedial Building Consultancy, has been a trusted expert in building diagnostics, remedial and property consultancy, and project management for over 22 years. Despite its strong industry reputation, the company recognized a need to modernize its brand, sales, and marketing operations to match the high standards of its service delivery.

Having followed Ask Marketing on LinkedIn for some time, Managing Director Dennis Stephenson decided the time was right to take action. With a clear vision for the future, Dennis engaged Ask Marketing to lead a 9-month transformation project. The objective: to align Diagnostech’s outward-facing brand and internal operations with its exceptional work, setting the foundation for a new phase of sustainable growth.

The Objective

Diagnostech identified several critical objectives for the transformation project:

  1. Elevate the Brand: Refresh the existing brand to authentically reflect the exceptional service offering delivered by the business.
  2. Website Redesign and Development: Create a new website that would:some text
    • Manage large volumes of inbound lead inquiries effectively.
    • Align with current market and client expectations.
    • Attract top talent to meet growing business demand.
    • Position Diagnostech as the true leader in its field.
  3. Develop a Targeted Sales and Marketing Strategy: Craft a robust strategy to meet new revenue goals, focusing on specific market segments.
  4. Optimize the CRM System: Collaborate with the newly appointed General Manager to analyze the custom-built CRM, identify key data points, and set up customized reporting to uncover growth opportunities.
  5. Streamline Marketing Operations: Implement a new marketing operations tool to unify teams and ensure a single source of truth.
  6. Upskill Internal Resources: Provide training to a newly hired internal marketer, enabling them to execute the strategy effectively and work closely with the operations team.
  7. Fractional Leadership and Strategic Advisory: Deliver hands-on, high-touch fractional CMO leadership for the first year to guide execution, followed by a transition to a strategic advisory role.

This comprehensive approach would equip Diagnostech with the tools, strategies, and leadership needed to achieve its ambitious growth goals and maintain its position as an industry leader.

Our Ask Marketing Solution

To help Diagnostech meet their objectives, Ask Marketing delivered a comprehensive and strategic solution, guiding the company through brand evolution, digital transformation, and sales enablement. Here’s how we approached each element of the project:

1. Project Management and Integration of New Visual Branding

A vital aspect of the transformation was ensuring Diagnostech’s brand visuals aligned with their exceptional services. Ask Marketing led the project, engaging Sherry Design, to refresh the brand’s visual identity, ensuring that it authentically represented the business's expertise. Whilst it was important to retain key elements of the brand that held valuable credibility in the market, the goal was to update logos, typography, colour schemes, and imagery to create a cohesive and modern look that clients would align with. 

2. Project Management and Delivery of New Written Brand Messaging

In addition to the visual refresh, Ask Marketing led a project, engaging Melotti Media, to craft new brand messaging. The messaging was designed to reflect the company’s high level of service, industry expertise, and leadership position in the remedial building sector. We then ensured that this new messaging was consistent across all channels and resonated with Diagnostech’s target audiences.

3. Project Management and Delivery of New Website Design & Development

We led the full redesign and development of Diagnostech’s website, which aimed to:

  • Manage large inbound lead inquiries through an efficient lead capture system.
  • Align with market expectations, ensuring the site resonated with the target audience.
  • Attract top talent by showcasing the company’s work culture and industry leadership.
  • Position Diagnostech as an industry leader, reflecting their trusted expertise in remedial building services.

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The Old Diagnostech Website
The Newly Launched Diagnostech Website which you can check out here

4. Robust Sales and Marketing Strategy and Monthly Calendar for Execution

Ask Marketing developed a comprehensive sales and marketing strategy, which included:

  • Identifying target market segments for focused growth.
  • Creating a monthly execution calendar to organise marketing activities and campaigns, ensuring consistent and effective progress toward revenue goals.
  • Setting up KPIs to monitor performance and measure success.
Managing Director Dennis, hosting a lunch and learn session with the amazing Prosper Group, a core part of the Ask Marketing Strategy

5. CRM Data Reporting

We collaborated with the General Manager to dive into Diagnostech’s custom-built CRM system, identifying key data points for customised reporting. This enabled the team to track lead performance, monitor customer journeys, and identify business opportunities more effectively. This lead to 2 key ongoing initiatives for marketing including; 

  • Google review program
  • Client check in program 

6. Marketing Operations Tracking

A new marketing operations tool was introduced to streamline workflows and improve collaboration across teams. We identified Monday.com as the best solution, and have fully integrated this into the business for marketing, but it is now also being adopted by other business functions including General Management. 

7. Marketing Performance Tracking

We set up comprehensive systems to track the effectiveness of all marketing initiatives. Through real-time analytics and dashboards, Diagnostech was able to monitor campaign performance, quickly identify areas for improvement, and adjust strategies as necessary.

8. Training of Internal Team

Ask Marketing continues to train and lead an internal marketer, empowering them to effectively execute the new strategy. This training will continue to ensure that the team can maintain the momentum of the transformation, executing the newly developed tactics while staying closely aligned with the broader business goals.

9. Ongoing Advisory

As part of the transformation, Ask Marketing provided high-touch, fractional CMO leadership during the initial year, ensuring that Diagnostech had expert guidance during the execution of their new strategy. After this phase, we transitioned to an advisory role, providing ongoing strategic support to ensure sustainable growth and continued success.

A recent team session - Ali presenting the new strategy alongside General Manger Linda Fernandez.

The Results

  1. Strengthened Brand Positioning
  2. Optimised Lead Generation and Lead Management
  3. Enhanced Operational Efficiency
  4. Aligned Sales and Marketing Strategy, with Ongoing Accountability to Ensure Results
  5. Empowered Internal Team

Client Testimonial

“Working with Ask Marketing has been brilliant. They have successfully embedded themselves into our business and industry and led what has been a remarkable transformation of our marketing. They have done exactly what they set out to do: align the brand, sales, and marketing operations with the exceptional work being delivered by the business. I am confident that their work will continue to strategically position the company for its next phase of sustainable growth.”

Dennis Stephenson, Managing Director, Diagnostech

Diagnostech are a proud Manly Sea Eagles Sponsor. Pictured is a few of the team with Ali from Ask a recent Sunday game.

Celebrating the wins together

Embedded into this wonderful team - Stephanie and Ali with the Diagnostech Team at a celebratory dinner at Crown Sydney.
Alexandra King

Ali has a proven track record of aligning with commercial business objectives and translating research into key insights that result in exceptional marketing strategies, online user experiences and positive financial results.