RJV is one of Western Australia’s most established civil construction and mining contractors, delivering civil infrastructure, urban renewal, mining services and marine infrastructure to the public and private sector since 1955. We partnered with RJV in 2021 to provide strategy and execution for all internal and external marketing activities.
VALUE-ADDING RECRUITMENT CAMPAIGN
STRATEGIC BRAND REFRESH
FULL MARKETING TOOLKIT
RJV required a brand refresh and repositioning to cement their brand and help them achieve significant growth in their existing markets and diversification by re-entering the mining market within WA.
Through a strategic workshop, we worked closely with the senior leadership team to review current marketing activities, develop an understanding of the business, unlock the value proposition, and cement the brand messaging.
This gave us a clear idea of the brand itself and enabled us to develop a comprehensive ‘brand blueprint’, covering everything from the core purpose of RJV to its visual identity.
From here, we rebuilt the website, built a social media presence and created a complete range of marketing collateral including a capability statement, stationery kit, templates and inductions and ran an advertising campaign across digital and print channels to raise brand recognition and awareness. Each element in the strategy aligned with RJV’s new branding and positioning.
In addition to an overhaul of the external brand, we evaluated the employee sentiment through workshop sessions, guided a review and relaunch of the company values and developed an employee engagement strategy.
Following the roll out of RJV’s refreshed branding and market positioning, they have continued to grow in the civil infrastructure, urban renewal and marine infrastructure sectors and secured their first mining contract shortly after re-entering the market.
This growth led to the launch of an aggressive recruitment campaign on social media, which was successful in attracting qualified candidates to the team.
121 Group continues to act as RJV’s outsourced marketing department for all internal and external marketing and public relations activities.