When 3BY2 met the Perth Convention and Exhibition Centre PCEC), we were pretty impressed. They had a well-established brand (I mean, who in Perth doesn’t recognise the name PCEC?), and their internal marketing team were doing some solid work. So – what was missing, you might ask?
Put simply – PCEC lacked the skills to do specialised tasks. Digital marketing team? Nope. A website developer at the drop of a hat? Not quite. A graphic designer with a full suite of tools? No way! More importantly, though, they had no robust strategic marketing plan. That’s where our crew came in.
PCEC was unique. With countless entertainment, exhibition and conference offerings, many internal teams needed to be serviced by the marketing strategy and execution. Then, consider the history of the venue and the size of their team to get on our side – we had a tough grind ahead.
Well, like all good stories – we started with a comprehensive stakeholder needs analysis. Okay fine. Not all good stories start like that…but all good marketing strategies do. So we started with the most important question: what do you need to achieve? After defining the unique requirements of each key offering at PCEC, we needed to play matchmaker. Which tactics were going to be the most effective and deliver maximum ROI?
One thing was clear: we needed to challenge the PCEC team. For too long, PCEC had treated their key business functions separately when it came to marketing. Yes, the day-to-day objectives were different and yes, the audiences were well distinguished. The issue was that nothing bound it all together. Each team operated with their own messaging and tactics, without the glue PCEC needed to have a strong foundational message. The answer? The development of a well-defined messaging framework that defined their unique selling points on a page, of course!
From there, outcomes flowed easily. Defining the message that has resonated with PCEC for their 20-year history, but never quite been articulated, was the perfect start. And once we opened this door, there were plenty more windows of opportunity. Since defining the key brand message – “Creating moments” – we’ve never been more proud of the work we do for PCEC.
Social media has taken a step up, with highly visual and polished video content to illustrate the meaning of “Creating moments” not just at PCEC but in the heart of Perth.
Their sales team was empowered by marketing sales automations (using our best friend, ActiveCampaign) that provide cohesive proposals, better productivity, and visibility of outreach to prospective clients. Segmenting, tracking, nurturing and tagging contacts has never been easier – especially when considering the archaic email marketing platform they were using before.
Their new website has recently deployed (probably our favourite website we’ve ever built. Ever). PCEC looks the part now – and there’s no better feeling than knowing our clients look the way that we know they deliver.
Their brand identity has never looked better. Whether their menus, event newsletters, internal documents or invitations – everything is cohesive and visually demonstrates who PCEC are.
We’re proud of the story. Rather than an internal team of 5 people that they would otherwise need (website developer, graphic designer, copywriter, social media specialist and marketing automation specialist), they can partner with 3BY2 instead. We’re thrilled to be working with them for another 2 years (and then some). Because that – is more than marketing.
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