CONTENT MARKETING CASE STUDY
Client: PAV Complete Event Solutions
Location: Western Australia
Project Date: 2015
Project Brief: PAV Complete Event Solutions is well known in Perth as the industry leader with over 40 years of experience in corporate and large-scale audio-visual requirements, slick and cutting-edge productions and producing events from concept to completion.
A quick three-month engagement, Coffey & Tea was contracted to help transition the then ‘Perth Audiovisual’ to the new brand ‘PAV Complete Event Solutions’.
The aim of the game was to build the new brand and the surrounding marketing infrastructure in a ‘user-friendly’ way so that the PAV team could easily take ownership and run with it at the end of the engagement.
A starting point was to roll out the new brand artwork, optimise all social media channels with the new brand, activate some advertising (small scale) and issue a press release to launch the new brand.
From here we could work toward growing engagement on social media platforms (Facebook, Twitter, LinkedIn) by implementing an all-new content marketing strategy: curating content but also producing some high-quality content of our own in the form of topical, targeted blogs for the website and LinkedIn.
LinkedIn audiences responded well to the new content; and Twitter followers also grew from 58 to 341 over the same period. Facebook and Instagram, however, were slower burners by comparison.
Ultimately we were able to provide a comprehensive foundation with a bit of a boost from the growth in social engagement, so the PAV Complete Event Solutions could well and truly hit the ground running with their new branding!
