Refocus the brand on its core strength and own one clear message in the market.
DX Mail
Your Business Mail Experts.
The challenge
DX Mail is the only credible alternative to NZ Post in the New Zealand market. As NZ Post stepped back from parts of the letter market, DX had the network and capability to take share, but marketing was disconnected from the business strategy and the brand made that opportunity hard to act on. Positioning had blurred, the visual identity looked dated, and the digital channels were neither communicating expertise nor generating leads. The company had recently invested in sales people, but not in marketing.
The strategic approach
We started with the thinking, not the tactics. A series of workshops with the DX Mail leadership team became the Marketing Traction Plan: a clear set of priorities tying every marketing decision back to the business strategy. The first and most important call was to sharpen the positioning, refocusing DX around its genuine strength and cutting the distractions that had muddied the brand.
Position with clarity
1.
Build a consistent brand
2.
Present one confident, professional identity across every customer touchpoint.
Generate demand
3.
Turn the website, social and database into a connected engine that generates and nurtures leads.
A clearer, more confident identity
Before
After
Website rebuilt to clarify services, improve usability,
and drive shop revenue
Before
After
In their words
“Before we started with Xennial, we were busy but not always pointed in the right direction. James helped us step back, get clear on what we are genuinely best at, and build a plan around it rather than reacting week to week. The real difference is in how we think about marketing now. It has become something that pulls the business forward rather than sitting to the side, and it was done in a way that fitted our culture, which matters more than people realise.”
DX Mail
Steven Pearson,
General Manager