Blog

Overview

There’s a marked difference in the execution of marketing campaigns offline and online.

Offline, you design a campaign, launch it with a big bang and, voila, you’re done. Online, however, the ‘big bang’ is but a part of the journey.

In fact, it marks the start of a valuable ‘extend and expand’ phase – where you continually test and grow the campaign, adding new elements and attracting more people to it as you go.

Frontline Systems, a leading IT infrastructure and services provider in Australia, has embraced the online paradigm and implemented a highly successful campaign for brand positioning and market development. The Solaris is IT campaign – which is still in progress – is a prime example of the ‘extend and expand’ philosophy at work.

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Overview

Camden Soil Mix provides products and services to customers in horticulture, agriculture, viticulture, civil works and commercial landscaping; as well as services in earth management to local councils.

Customers rely on the diverse range of sustainable, organic products on offer, and need the ability to find the right product to suit their growing or landscaping application.

Following acquisition by WSN Environmental Solutions, the business undertook a market analysis and segmentation project and, from this, developed a focused strategy to engage key categories of customers. They sought to re-design the website with these customers top of mind – so that each market segment could find what they were looking for quickly and easily.

Bienalto was engaged to devise the new site. The resulting architecture – which utilises faceted search on the Wordpress platform – intuitively guides customers to the products they seek; whilst remaining supportive of WSN’s design aesthetic and sustainability focus.

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Overview

In July 2008, the investment attraction function previously administered by Invest Australia was rolled into Austrade as part of its overall trade facilitation function.

Austrade’s existing website lacked the scalability to simply ‘plug in’ a new section of content and was ready for a refresh to improve usability and content.

Austrade engaged Bienalto for one month of intensive strategy and collaboration to devise a new information architecture and content rationale for the site. The new website, which was launched in February 2009, creates a dynamic, progressive platform for the future growth of the agency.
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Overview

From Cindy Lauper to classic concertos, Chicago the musical to Carmen the opera, the Queensland Performing Arts Centre (QPAC) shows it all. It is the premier multi-venue performance space in Queensland, attracting renowned international performers as well as providing a home away from home for Queensland’s leading performing arts companies.

With new shows on each month, QPAC relies on a slick and efficient marketing system that promotes the program to a database of more than 150,000 people. Of course, details about each show are not sent to all people on the database – and therein lies the key to what has become an incredibly efficient and successful email marketing program.

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