The Aupa’au family approached us in July 2023 for strategic guidance on the marketing of their composite decking and flooring business. While the business was performing well, the family were aware that they had big decisions to make around refreshing their website, sponsorships, collateral look and feel, and growing their franchisee network. They needed to differentiate themselves clearly from their competitors in a challenging decking and flooring market.
Getting the right messages
We worked closely with the business to develop its brand story and messaging so that any marketing investment made would be ‘singing from the same song sheet’ and leading into a sales pipeline that would lead to conversion. This work allowed us to transform the business’ presentation sample box into an object of pride for the entire business. It also helped us to support their entry in the Franchisee of the Year Awards (they achieved category finalist status in their first year of entry – causing quite a ripple of interest!). We have been able to secure coverage for the business in Kia Ora Magazine and have worked to prepare compelling advertorial content for Verve Magazine (in their target Auckland market) and in the Franchisee Magazine which has led to the acquisition of several new franchisees.
As trusted advisors to the business we have been able to help provide structure for marketing activities, a clear sense of alignment with business objectives and clear communication within the business before money is spent on tactical activities.
“Calm, thoughtful, and decisive it’s the depth of Jacquie’s integrity and the range of her network of contacts that really set her apart. Jacquie’s warmth and connection to her clients is rare in a provider of professional services and made us immediately feel that she cared deeply about us, our team, and our success from our first meeting onwards. That sense of care has never wavered and was immediately demonstrated even before we were on the clock by Jacquie turning around some compelling writing for us within an hour of receiving our email late one evening. Her immaculate wordsmithing of an award entry due the next day helped secure us national industry recognition as a franchise network.”
Vee Aupa’au, Co-owner – BiForm
