PYBAR - Mining Services Case Study - 121 Group

PYBAR Mining Services

PYBAR, a Metarock company, is one of the largest underground mining contractors in Australia. With the help of 121 Group, it was able to expand its presence outside of the eastern states to become a serious player in the competitive WA market.

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While the PYBAR brand was well known in the eastern states, it needed a profile-raising campaign to reposition it as having national capability, particularly in WA where increasing opportunity in the underground space were being identified.

THE solution

121 Group collaborated with PYBAR’s senior leadership team to undertake a strategic discovery process. Clarification of the company’s vision, mission, and values were performed in order to build the foundation of a successful national marketing and communications strategy. A deliverable USP was established, and the company’s key message was built into the marketing strategy, alongside considerations of target audience.

The initial strategy included a full calendar of activities to undertake, accounting for the budget and responsibilities of PYBAR. 

The Result

The PYBAR marketing initiatives generated recognition across WA and successfully broadened brand awareness outside of the eastern states.

Three years after the revamped marketing strategy was implemented by 121 group, the majority of PYBAR projects were in WA. It was no longer viewed as an eastern states company, but a national one, capable of providing mining services Australia-wide.

Today, 121 continues to provide ongoing marketing and communications services to PYBAR.


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