Map every opportunity by attractiveness and difficulty, so marketing effort focused on the growth worth chasing.
Fieldair
From engineering company to aviation
solutions provider.
The challenge
Fieldair has been a trusted name in New Zealand aviation for decades, but its brand had not kept pace with the business. Over the years it had grown into a broad range of services across both aviation and non-aviation markets, yet its brand presence was underdeveloped, which made that full capability hard to see. Fieldair wanted to broaden awareness of everything it offers and open up new avenues for growth. There was no shortage of ideas, but no clear basis for deciding which to pursue.
There was a second challenge running alongside the first. Fieldair needed to attract young engineers and technical staff, and it was not yet visible to them as a modern, energetic place to build a career.
The strategic approach
We started with the thinking, not the tactics. Working with the Fieldair leadership team, we developed a Marketing Traction Plan that set clear priorities and tied every marketing decision back to the growth goals of the business.
Before building out any marketing, we ran a prioritisation session, mapping every opportunity by how attractive it was against how difficult it would be, so that marketing activity could focus on the opportunities genuinely worth pursuing. From there we explored a set of brand territories and landed on the reframe that shaped everything after it: Fieldair as an aviation solutions provider, not an engineering company.
Three priorities guided the work:
Prioritise, then act
1.
Reframe the offer
2.
Shift Fieldair from an engineering company to an aviation solutions provider, and make the full range of capability visible.
Build a consistent presence
3.
One confident brand across website, content and social, reaching customers and future talent alike.
From engineering to aviation solutions
Before
After
Website redesigned to elevate the brand and support part sales
Before
After
In their words
“We knew we were more than an engineering company, but we had never been able to say it clearly. James helped us work out which opportunities were worth chasing and focused the marketing there, rather than trying to do everything at once. The difference is that people now understand what we do, and that includes the engineers we are trying to attract. We look like the company we have become.”
Fieldair
Nolan King,
General Manager