Tamaki Marine Park

Services:
marketing action plan, Advertising & Promotion, inbound marketing, Digital marketing manager

Industry: Marine/Trade

Navigating Tamaki Marine Park

Tamaki Marine Park (TMP) is a state-of-the-art marina offering top-level services to Auckland boat owners and the wider boating industry. While TMP has excellent facilities, a diverse range of services and a convenient Tamaki River location, they faced challenges in effectively tracking their marketing efforts and optimising their budget allocation.

They engaged Right Hand Man to help them navigate through these challenges and steer their marketing strategy towards measurable bottom-line results.

After taking the helm, we implemented a comprehensive marketing strategy that not only increased TMP's online visibility but also provided valuable insights into the effectiveness of their marketing spend.

CHALLENGES

Right Hand Man identified several key challenges:

• Difficulty in tracking sales generated from marketing activities

• Allocating marketing budget based on guesswork rather than data-driven insights

• Lack of compelling case studies and customer testimonials showcasing TMP's facilities, and extensive marine services offer

SOLUTIONS

Right Hand Man charted a course to address Tamaki Marine Park's challenges by implementing the following:

Qualitative Market Research

• Conducted a survey of TMP's database, asking a range of questions to gain insights into how the business was performing

• The research provided valuable information that helped us develop targeted marketing initiatives and improve overall strategy

Digital Campaigns

• We executed a digital campaign combining Google Search and targeted offers with Facebook ads - this enabled better tracking of sales from these marketing activities, allowing for data-driven budget allocation

Content Creation

• Conducted interviews with TMP staff and customers to create compelling case studies and gather valuable testimonials

• Produced videos highlighting projects and interesting work undertaken by the staff and the business services in TMO’s boatyard facility

• Incorporated new content into TMP's monthly newsletter, effectively communicating their expertise and customer service

Newsletter Optimisation

• We improved the design, copy, and content of the newsletter, resulting in increased database engagement and consistent messaging

Monthly Meetings

• We introduced monthly meetings with Martin, providing him with a clear view of marketing performance and enabling him to report back to the company board with confidence

OUTCOME

Our partnership with Tamaki Marine Park has yielded real results. By leveraging qualitative market research, data-driven insights and compelling content, we have successfully positioned TMP as a top-tier marina in the digital landscape. The targeted marketing strategies and optimised budget allocation have not only increased website traffic and sales, but also reinforced TMP's reputation as a trusted and skilled provider of Auckland’s competitive marina services environment. With our ongoing support, Tamaki Marine Park is well-equipped to navigate future challenges and maintain their course towards success.

KEY METRICS