Wingarc Australia
Helping companies become data-driven for higher efficiency and performance.
Role: Technical Marketing Specialist
What I did:
Pay-Per-Click Marketing
Google Ads Management
Social Media Management
Content Strategy
Marketing Strategy - Paid, Email Marketing, Annual Budgeting
Content Creation (Adobe InDesign, Adobe Illustrator, Adobe Photoshop)
Event Management
Wingarc 1st. is one of the biggest business intelligence companies in Japan. Launching their Australian division in 2017 as Wingarc Australia, the company entered the APAC market with two of their core products: Motionboard, a business intelligence data visualisation platform, and ConnectiveCARE, an IoT (Internet of Things) wearable smart watch for nursing home residents and patients. Their clientele has included Asahi and Panasonic to name a few.
The Project:
Working as their Technical Marketing Specialist, I reported to the Marketing Communications Manager. My goal was to position Wingarc Australia as leaders in the IoT and business intelligence industries, plus increase lead generation for the Motionboard and ConnectiveCARE products. I also planned and executed their entire annual marketing strategy (with a budget). The strategy included trade conferences, paid marketing via Google Ads, sponsorships as well as designing new marketing collateral with Adobe Creative Suite.
Pay-Per-Click (PPC) Marketing Strategy with Google Ads:
The PPC marketing strategy was used to increase lead generation. All leads were managed in Salesforce.
With a budget of approximately $1000 per month, I used Google Keyword Planner to analyse relevant keywords, average monthly search volumes and bidding ranges.
From there, I built the Google Search ads from scratch, adjusting the PPC’s for each keyword daily to ensure it didn’t break budget.
This was paired with a monthly analytical report for the head office that examined clicks, engagement and conversions either through filling out the contact forms or downloading their lead magnets (ie: whitepaper reports).
Results:
Pay-Per-Click (PPC) campaigns attained a conversion rate of at least 2.66% across all ad groups after users hit landing page. The average Cost-Per-Click for the campaign was $3.95.
PPC campaigns doubled lead generation, with 4-8 leads per month for Sales team to action. The KPI was to generate 2-3 leads per month.
Social Media Management:
Prior to my role, social media management was ad-hoc. A refresh of their social media profiles were essential to build their digital presence.
Targeting Facebook, Twitter and LinkedIn, I used Buffer to build an editorial schedule of posts that informed, educated and encouraged call-to-action to explore more of Wingarc’s offering by visiting the website. Targeted hashtags were also used to maximise reach.
Results:
Twitter account gained 603 followers.
LinkedIn account gained 78 followers (started at zero).
Consistent posting schedule and targeted hashtags increased brand engagement that increased follower count.
Email Marketing Campaigns (EDM):
Utilising their existing subscriber base for ConnectiveCARE, I used Mailchimp to build email marketing campaigns for the Sales team that were then sent to prospective customers.
These emails educated them about the benefits of IoT and smart wearables. They were also sent to subscribers post conferences and events that Wingarc Australia partnered with.
Results:
Average open rate for EDM’s was 25%
Average click through rate was 2.7%.
EDM’s were implemented into the customer retention sales funnel, re-engaging with new prospective customers who showed interest at events/conferences.
Sales Deck & Marketing Collateral:
I created new sales decks for the products, tailoring each of them to the particular industry and prospective client. The presentation included information such as Wingarc’s company profile, an inside look into the product, case studies and more. New marketing collateral was also needed for future conferences and trade shows Wingarc partnered with. Using both Canva and Adobe Photoshop, I designed the new marketing collateral like flyers and banners.
Results: New marketing collateral were used as presentations to prospective customers and clients. The Sales team also used them as pitch decks when communicating to prospects via telephone or email.
Logo Development: Logos needed to be updated to reflect each industry Motionboard targeted. Specifically, the platform could be customised to suit hospitality, transportation or retail businesses. Using Adobe Illustrator, I designed the new logos to be simple yet eye-catching. A logo for their in-house Motionboard app was also designed.
Results: New logos helped differentiate the products Wingarc Australia offered.
Blog Writing: To continue building their reputation as leaders in the IoT, business intelligence and data industries, I revamped their blog with new content aimed to encourage customers to explore the benefits of data. Digital tools like Google Keyword Planner, Buzzsumo and Moz were used to identify popular content topics and keywords to target for each blog article.
Results:
Informative content positioned Wingarc Australia as thought leaders in the business intelligence and IoT industries.
Blog content was keyword specific to optimise SEO for the website, while helping to increase Page Authority and Domain Authority for Google Search.
Results & Outcome:
Successfully developed a digital and physical presence of Wingarc Australia in the APAC region.
Gained an average of 4-8 enterprise leads monthly for the Sales team to action.
Twitter account gained 603 followers.
LinkedIn account gained 78 followers.
Acquired retailer Muji as a client.