Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success.
Industry
Infrastructure & Construction - Arboriculture & Environmental Management
Challenge
Arborcraft had entered a new chapter with a completely refined brand positioning and visual identity that reflected its evolution from residential services to becoming a leading provider for Tier 1 infrastructure projects. The company had invested in new brand positioning that positioned them as innovators in large-scale land clearing and arboriculture across infrastructure projects. The challenge was launching and activating this refined positioning in the market, while establishing thought leadership and building meaningful relationships with project directors and environmental managers.
Results
The "Intersection of Construction and Conservation" campaign significantly exceeded all primary KPIs, demonstrating strong market demand for Arborcraft's repositioned brand. The event achieved 23 RSVPs (153% of target) and 22 attendees (183-220% of target), with an exceptional 20.4% digital conversion rate that significantly exceeded typical b2b benchmarks
Key Services
Brand positioning
Event marketing
Thought leadership
Content creation
Lead generation
B2b networking
The "Branch Out" solution
Rather than pursuing traditional corporate marketing approaches, Arborcraft partnered with Brand chemistry to develop an event marketing strategy that would differentiate them from competitors while providing genuine value to target stakeholders.
The campaign was designed around intimate roundtable breakfast events that literally took networking out of the boardroom and into environments that reflected Arborcraft's connection to the natural world.
- Strategic venue selection: The inaugural event was held at Melbourne Zoo's Rainforest Room, creating a memorable setting that reinforced Arborcraft's expertise in wildlife and habitat management while providing a unique networking environment.
- Expert-led content: The agenda featured Peter Myroniuk from Wildlife CSI presenting on fauna and habitat management in construction, positioning the event as a learning opportunity rather than a sales pitch.
- Collaborative discussion format: Rather than just traditional presentations, the event centred on roundtable discussions addressing real industry challenges, including environmental compliance, project delays, sustainability outcomes, and safety performance.
- Hands-on demonstration: Arborcraft showcased their capabilities through practical demonstrations, giving attendees tangible insights into their innovative approaches to environmental risk management.
The campaign targeted 50-100 high-value prospects across government bodies, construction firms, and utilities companies, with personalised invitations including Arborcraft-branded merchandise that reinforced the safety and sustainability themes.
The transformation
The results spoke louder than anyone had anticipated. The "Intersection of Construction and Conservation" event, held on May 29, 2025, at Melbourne Zoo, not only met its objectives – it exceeded them:
- 23 RSVPs achieved (153% of the 15 target)
- 22 attendees participated (183-220% of the 10-12 target)
- 20.4% digital conversion rate (significantly exceeding typical b2b benchmarks)
The digital campaign metrics revealed the power of targeted, account-based marketing. With 113 total page views generating 23 form submissions, the 20.4% overall conversion rate demonstrated that when you reach the right audience with the right message, response rates go above industry averages.
Traffic analysis showed the multi-channel approach worked:
- Direct traffic (primarily from QR code invitations) achieved a remarkable 26% conversion rate
- 68% of traffic came through direct channels, proving the power of personalised physical invitations
- Average time on page of 2 minutes 22 seconds indicated genuine engagement with the content
But the real transformation was evident in the strategic objectives achieved:
- Brand positioning success: The campaign successfully launched Arborcraft's evolution from residential services to Tier 1 infrastructure, with the environmental risk management theme resonating strongly with the target market.
- Thought leadership established: Arborcraft positioned itself as a collaborative industry leader, facilitating open dialogue on critical sector challenges and demonstrating expertise beyond traditional service provision.
- Relationship building achieved: The roundtable discussions and networking time created meaningful connections that form the foundation for ongoing business relationships.
- Sustained engagement: The post-event nurture campaign continues to deliver value through a comprehensive email sequence, LinkedIn video series production, case study distribution, and direct sales conversations with the Arborcraft team. The campaign created reusable content assets while establishing a scalable framework for the planned quarterly series.
Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.
Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success.
Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.