RYCO 24.7

RYCO 24.7 is a national brand of highly specialised Hydraulic Build and Repair Services – a core feature of the Australian Industrial and Emergency Services Industry. With a Franchise Business Structure, we were approached by RYCO 24.7 Ingleburn specifically to take what the RYCO parent brand has given to them and amplify its messaging, marketspace and of course, its client intake for its region.

Like many Industrial Brands,  RYCO 24.7 Ingleburn had a patchwork style approach to marketing – fragmented, inconsistent and reactionary – it’s a style of marketing that is very easy to fall into, when approached by multiple single-service marketing groups over the years. And while it’s great to participate and invest in independent franchisee marketing, the results are inevitably lackluster for the level of investment required.

That’s why they came to us. As a multi-service marketing agency, Advantage is able to strip it right back, identify what is an asset to their marketing ecosystem, what is missing, and what can be let go. By unifying and streamlining their marketing avenues –  messaging, events, promotions, and leads are working together rather than apart and thus rapidly improving not just their ROI, but also elevating their franchise as a leader within the Parent Company Network.

Broadly speaking, the objective was clear – step up across the board (Method, Results, Marketplace Standing). To achieve this, we had to break it down into definable and trackable goals:

• Lead amongst the national franchise group and demonstrate superior market excellence against competitors such as Pirtek, ENZED, and Hydraulink
• Improve Content Output by routinely investing in unique content creation (video, photography, copy writing).
• Unify messaging across all marketing channels
• Create a flow of marketing material that turns cold audiences HOT HOT HOT and keeps the hot audiences coming back for more.

It might be obvious already, but the key challenge in this project was determining what was valuable to the marketing ecosystem that has already been built and what can be pruned off. But to go deeper, it was also about acknowledging the disconnect between channels and rewriting the script on how these channels should interlock and support the core objectives of bringing in new clients and keeping existing clients coming back to the business. This meant finding a water-tight strategy that produces trackable and tangible results that can be measured and finetuned each year or season.

Identify, Shake Up, Invest and Follow Through. I.S.U.I.F.T. Not a great acronym, but what it means is how we executed this revitalised strategy for marketing with  RYCO 24.7 Ingleburn. We were tackling problems from Service Pillars, Messaging Pillars, Content Creation, Key Word Mining, Google Ad Words Management, Monthly EDM output, and Social Ads Management

• We identified the core operations of the business which included 24/7 emergency service, in-house maintenance and repairs, and over the counter sales/service
• We then broke down key markets within the franchise territory which includes truck and transport, mining, construction and equipment, manufacturing, products supply & wholesale
• We then aligned channel strategy to each area of the business ensuring that the journey from customer search through to inquiry was seamless. First of all ensuring we are always present on social (creating a mix of content which was educative, entertaining). Implementing an email marketing strategy to keep consistent communications with existing customers and an “always-on” advertising strategy.
• Content Creation – we established a way to create cut-through in the market, and position RYCO differently from the bulk of the competition was putting authenticity and personality behind the brand, We achieved this through a content-first approach with a focus on video and social media. 
• Google AdWords Management
  • Google was mined for targeted relevant keywords chosen to expand the reach and get laser-targeted clicks back to the website. Ads focussed on maximizing quality scores, with the view of outranking competitors
  • Campaigns regularly sifted for search terms/adding negative keywords, monitoring performance, etc.
• Facebook/Instagram Ads Management
  • Content cascaded which was aligned with tactical marketing funnels (all levels) and targeted toward specific audiences. The audience also went through a retargeting marketing approach when they visited the RYCO 24.7 Ingleburn website.

Now, these numbers are great – we love massive positive % growth when a tight strategy is executed correctly – the ROI is clear and measurable – but there is also the intangible improvement that we need to celebrate. The directors of  RYCO 24.7 Ingleburn are more confident in their marketing output and empowered to be creative and ambitious with their future goals. The massive success of bringing this deeply fragmented marketing ecosystem under one harmonious umbrella has meant that RYCO 24.7 Ingleburn has secured a future of measurable growth that they can rely on. Not only does this bode well for their team members, but it also sends positive results to the parent company which will now be better inclined to support and promote this franchise, in ways that only a parent brand can.

• The impact of operations evolution as a direct result of commercial growth has fostered the opportunity for an additional entity!
• Google Adwords (July 2020 – June 2021): 
  • Google campaigns delivered 6,746 users to the website (the majority of them are new users) in 2021. This equated to an incredible +623.82% improvement YOY!
  • 527 conversions recorded in 2021 vs 194 conversions in 2020 (+171.65% improvement YOY)
• Social Media Ads
  • YOY (2021 vs 2020), RYCO 24.7Ingleburn welcomed a +58% increase in total users on the website as a direct result of social media activities.
  • The tactical campaign strategy acted as a fantastic enabler in attributing results in the overall marketing strategy

What we’ve achieved for  RYCO 24.7 Ingleburn already has been a whirlwind success story, but what gets us most excited is the continued partnership we have with them and the evolving creative and results we are producing. To know we have their trust means we are empowering each other to drive incredible results year after year for this solid, hardworking company.