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pit n portal mining

PNP has a history spanning more than two decades.

The company provides a complete service from geological surveys through to mining services, equipment maintenance and heavy machinery hire.

A mid sized company with 450+ employees, Pit N Portal was acquired by Emeco group and has subsequently moved in a different direction since heading up the marketing function.

Duration:
2.5 years
Budget:
$500k+
Tech:
Webflow | ActiveCampaign | Adobe | SEMrush
Scope:
Strategy | Branding | Corporate Identity | Website | SEO | Copywriting | Social Media
case study below
Project case study
Key challenges:

At the helm of an extensive marketing role for a prominent Australian mining company, the assignment entailed not just daily operations but a comprehensive rebrand.

The ambition was twofold: reposition the company as an avant-garde solution in its industry and simultaneously spotlight its vast array of services. Another parallel objective was to draw in fresh talent in a fiercely competitive labor market.

Specific challenges included:

  • Extensive rebrand: Beyond regular operations, embarking on a comprehensive rebranding journey for a well-established company in the mining sector brought its complexities.
  • Technical familiarity: The intricacies of mining sector terminology and technology were imperative for proficient technical copywriting.
  • Brand management: With the rebranding in full swing, it was crucial to maintain a unified brand message and instil consistency of asset application across a nationally distributed team.
  • Stakeholder collaboration: Facilitating change meant managing stakeholder expectations, working closely with top executives and ensuring seamless cross-functional collaboration.
  • Human-centric branding: The prevalent norm in the mining industry gravitated towards machinery-centric imagery. Introducing a focus on the human element was a strategic pivot.
  • Imagery constraints: High-quality photography, especially in underground mining, posed challenges due to security, environmental, and logistical hurdles.
Click image
The solutions:

River crafted a robust and meticulously researched marketing plan in response to the intricate challenges outlined earlier. This foundational blueprint paved the way for a series of strategic initiatives executed seamlessly over the subsequent years. At a glance, the activities and outcomes included:

  • Brand asset revamp: Led the creation, production, and management of all brand assets integral to the rebrand. The rebrand spanned external-facing corporate documentation, internal document templates, multi-facility signs, extensive fleet branding, uniforms, trade show displays and merchandise.
  • Digital infrastructure overhaul: Introduced a brand guideline-specific mini-site for staff accessibility and seamlessly transitioned the corporate website from WordPress to Webflow, ensuring alignment with the new brand ethos.
  • Imagery strategy: Devised an exhaustive corporate imagery procurement and management plan, reflecting the company's new brand identity.
  • Boosted digital presence: Rolled out social media campaigns tailored to the rebranded image, targeting follower engagement, business development, and talent acquisition.
  • The results were a testament to the strategy's effectiveness:
  • A staggering 400% increase in web traffic and a 200% uptick in job applications.
  • Seamless integration between CRM and HR platforms, optimising candidate management.
  • Crucial contributions to tender proposals, securing lucrative multi-million-dollar contracts.
  • A notable 330% ascent in social media engagement metrics underscores content success.