Case Study:

GFG Alliance and InfraBuild

Following its acquisition of Arrium, GFG Alliance embarked on the challenge of rebranding and reenergising its steel making and distribution, mining and resources, sustainable energy and property businesses in Australia. The new brands include LIBERTY, InfraBuild, SIMEC and JAHAMA.

The Content Professionals were engaged to help craft and execute a brand strategy to reposition InfraBuild as a thought leader and customer-focused major supplier of steel to the competitive construction, manufacturing, agriculture and resources sectors. TCP was also charged with demonstrating the benefits of specifying Australian-made steel over
imported steel.

We have continued to back up that brand strategy with a comprehensive array of insightful and engaging content to build awareness and understanding of the brand and deepen relationships with customers, stakeholders and the wider value chain. This has helped deliver real and measurable benefits across the businesses' communications output.

““The rebrand is considered a success story, largely thanks to the work delivered by The Content Professionals.”  
— Andrew Dibley, Head of Digital, Branding & Customer Experience, InfraBuild/GFG Alliance

scope

Brand and content strategy development and delivery

CHALLENGES

Launch new brand and
transition from old values

SOLUTIONS

Strategy, content, social advertising, events

 

SCOPE

Brand Strategy, Content, Marketing Services.

Our primary scope was to develop and operationalise InfraBuild's brand and content marketing strategy to launch the new brand and transition it from an old-school market-leader to a modern, customer-centric thought-leader and innovator. This included:

  • Brand and content marketing strategy

  • Content planning, creation, development and deployment

  • Print brochures, reports, catalogues, design and publishing

  • Presentations, webinars, signage, exhibition stand design, event management

  • Digital and print advertising creative and design​

We provide brand and content marketing strategy and deliver a sweeping range of content and creative services across digital, social and print channels in line with the brand strategy.

“The Content Professionals’ ability to develop strategic, engaging and creative executions, and manage complex workflows across multiple platforms, channels and stakeholders has enabled us to elevate the GFG Alliance brands to become key thought-leaders in our industries.” 
— Andrew Dibley, Head of Digital, Branding & Customer Experience, InfraBuild/GFG Alliance

CHALLENGES

Transform a century-old market leader to a customer focused thought-leader.

InfraBuild has a century-old legacy of market leadership and customer relationships, a multi-divisional operating structure with manufacturing, processing and distribution facilities throughout Australia, and a complex value chain of competitors and customers. The Content Professionals were challenged with developing a deep understanding of the InfraBuild business and the close relationships it has with its many and varied internal and external stakeholders. Our challenges included:

  • New brand development and repositioning

  • Building multi-divisional and multi-level internal stakeholder relationships

  • Winning the respect and trust of key client stakeholders

  • Creating and deploying best practice content to drive the shift in brand positioning and delivering a return on marketing investment

 
“The Content Professionals’ strategic approach, professional experience and creativity, as well as their capacity to scale up with expert resources, have been invaluable as we have rebranded and refocused our businesses.”

— Sally Eagleton, General Manager Marketing, InfraBuild/GFG Alliance

 

SOLUTIONS

Brand and content strategy and execution

We developed a comprehensive knowledge and deep understanding of the InfraBuild and GFG businesses and the wider construction sector. To this we have allied an ability to partner meaningfully and seamlessly with GFG Alliance and InfraBuild staff, partners and customers to deliver extensive brand, content and marketing solutions telling compelling brand stories and showcasing the work of GFG Alliance’s businesses across multiple channels. This delivers a real and measurable return-on-investment for GFG Alliance's brands. Our solutions include:​

  • Brand and content marketing strategy and playbooks

  • Workflow and QA process and development and management

  • Partner specialist agency 'village' relationship management

  • Brand, content and marketing solutions across multiple channels

Our agile, scaleable approach sees us pull in expert resources as necessary to deliver web-based projects, creative content campaigns, event management services and other marketing/communications solutions

 

What They Said:

"GFG Alliance has utilised the services of The Content Professionals for several years to assist with the delivery of brand marketing strategy, technical and digital content along with design work, all of which have been critical to the success of the InfraBuild brand nationally following the rebrand of OneSteel to InfraBuild. Their strategic approach to branded and technical content, their ability to partner meaningfully and seamlessly with our people, coupled with a customer-centric focus, and an ability to extract meaningful insights are capabilities that have delivered real and measurable benefits to the InfraBuild brand. The rebrand to InfraBuild from OneSteel is considered a success story across our organisation, thanks to the contributions made by The Content Professionals."

— Andrew Dibley, Head of Digital, Branding & Customer Experience, InfraBuild/GFG Alliance

 

"I highly recommend Geoff and his company, the Content Professionals, to any business requiring strategic brand development and content delivery expertise. I have worked with Geoff for over five years and, in the last three years, engaged him and the Content Professionals to play a lead role in the development of the brand strategy for GFG Alliance’s Australian businesses, including InfraBuild. The Content Professionals team followed through on that brand strategy by delivering extensive engaging brand, content and marketing solutions across multiple channels including digital, social and print and events to showcase the work of GFG Alliance businesses.
Geoff is a highly experienced brand strategist and content professional. His ability to connect and develop break-through strategy and content is underpinned by his and his team’s ability to develop an expert understanding of our business, our strategic challenges and our customers’ priorities, building close relationships with and winning the respect and trust of many of our key stakeholders. As a result, they have become an integral part of our team.
The Content Professionals’ strategic approach, professional experience and creativity as well as their capacity to scale up with expert resources, have been invaluable as we have rebranded and refocused our businesses. Their ability to develop strategic, engaging and creative executions, and manage complex workflows across multiple platforms, channels and stakeholders has enabled us to elevate the GFG Alliance brands to become key thought-leaders in our industries."

— Sally Eagleton, General Manager Marketing, GFG Alliance

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