Building & Fire Services and Training 4 Safety
Building & Fire Services are fire protection, safety and compliance specialists for businesses. Training 4 Safety offers in person and online training across safety, fire, compliance, emergency and industry trade skills.
We focus on the two businesses with a 30/70 split, with Building and Fire Services receiving approximately 30% of the time and ad budget, and Training 4 Safety receiving approximately 70%.
I work alongside the internal team who execute the organic social media marketing, and all design and website management. We have bi-monthly meetings where I meet with their internal team and their Mediaworks Account Manager (Radio and On-Demand TV), so we’re all in sync and can discuss what the team are working on, what we are seeing through analytics. With these meetings we are able to make sure that our messaging across online and offline content stays consistent.
We focus on the two businesses with a 30/70 split, with Building and Fire Services receiving approximately 30% of the time and ad budget, and Training 4 Safety receiving approximately 70%.
Our core focus has been to get more people who match the target audiences of each brand to visit their websites, and to enquire with the team. For the Google Ads, our goal has been to lower the ad budget compared to what was spent before for each person that they got to the website, so we focused on ranking on the correct search queries, and the ad quality score so the ad ranked higher, which resulted in a lower cost per click. Our main goal for social media has been to gain better brand recognition while also increasing traffic to the website. Through Email Marketing our goal has been to better interact with current customers of Training 4 Safety to offer better understanding of the range of training provided and stay top of mind.
We have balanced the 3-6 month planning with more reactive marketing throughout the past year, with shifts in the business offering, in competition and in the wider market. We have also been able to pause paid advertising or adjust our messaging through times where in-person services and training needed to be either adjusted or cancelled due to Covid-19 alert levels in Northland and across New Zealand.
“We started seeing an increase in our business growth and made the decision to utilise a specialist in the marketing field to ensure we were moving in the right direction. Emma was initially approachable and interactive, listening to our needs and reacting in a timely manner. She has carried out research to assist our ideas and brings new concepts with a creative and dynamic approach. Emma’s involvement has been cost-effective as she has become an integral part of our marketing team, embracing our business growth and culture.”
Mike Lindsay, Managing Director
