The Challenge
DX Mail, a longstanding provider of specialised mail services, was at a marketing crossroads when we first met with them in 2024. The marketing function lacked clear direction and professional execution, with initiatives often disconnected from the overall business strategy. Their brand positioning had become muddled over time, making it difficult for potential clients to understand DX Mail’s unique value in the marketplace. This was especially critical as competitors like NZ Post shifted focus, creating an opportunity for DX Mail to capture a larger share of the business mail market.
Their visual identity appeared dated and inconsistent across touchpoints, failing to make a strong impression on their target audience. Additionally, their digital presence—including their website and social media—wasn’t effectively communicating their expertise or generating leads. With recent investments in both Sales and Marketing resources, DX Mail recognised the need for strategic marketing guidance to capitalise on market opportunities.
The Solution
We began by facilitating comprehensive marketing workshops with the DX Mail leadership team. These sessions allowed us to deeply understand their business goals and growth opportunities. From these insights, we developed a Marketing Traction Plan that established clear priorities and set a foundation for sustainable marketing success.
Our first strategic move was to redefine DX Mail’s market positioning. The workshops revealed the need to refocus on their core strength—providing dedicated mail solutions for New Zealand businesses—while eliminating distractions that had diluted their brand message. This clarity led to the development of a powerful new tagline—”Your Business Mail Experts”—that succinctly communicated their unique value proposition.
With this positioning established, we revitalised the DX Mail brand with a more dynamic and impactful visual identity. The refreshed branding was systematically implemented across all customer touchpoints, including office signage, vehicle fleets, DX SMRs (Secure Mail Receptacles), employee email signatures, and product packaging. This comprehensive approach ensured a consistent brand experience for customers at every interaction.
A cornerstone of our strategy was designing and developing a performance-focused website. The new design featured improved navigation, compelling messaging aligned with the new brand positioning, and enhanced user experience to drive more revenue through their online shop.
To strengthen DX Mail’s digital presence, we developed a comprehensive social media strategy across both LinkedIn and Facebook platforms, each serving distinct business objectives. LinkedIn was positioned to connect with business professionals and corporate clients, while Facebook targeted smaller business owners. We brought in an expert Xennial partner to resource this initiative, ensuring high-quality content creation and consistent engagement with their target audiences.
A two-day professional photoshoot captured both the refreshed brand identity and the authentic culture of the company. These new visual assets now provide a library of high-quality, consistent imagery for use across marketing materials, website, social media, and promotional campaigns.
Currently, we’re working on revitalising customer engagement through database marketing. This involves cleaning and segmenting their existing customer database to identify untapped value and opportunities. We’re establishing email marketing systems and developing a content calendar for ongoing communication with prospects and customers. This CRM-focused approach will become an integral part of their business-as-usual operations, allowing for more effective lead nurturing and customer relationship management.
Through our partnership, DX Mail is transforming its marketing function from a series of disconnected tactics to a strategic driver of business growth.