Arrow executed a holistic and integrated marketing solution to accommodate the various requirements of Baileigh. At its most basic level, the strategy would generate brand awareness towards making Baileigh a familiar name for Australian woodworkers and metalworkers. Beyond this, it would cover the entire acquisition process including the end-goal of conversions. As such, we deployed a number of techniques that encompassed audience analysis, website enhancements through the lens of conversion rate optimisation, plus driving the brand’s Australian social media identity. At the helm of Arrow’s approach was a complete SEM strategy carried out over organic and paid search campaigns. Understanding the importance of a well-defined audience to achieve message relevancy, Arrow also harnessed Facebook’s demographic targeting to discover that a large portion of Baileigh’s prospective customers were also AFL supporters and were able to deliver measured content, including You Tube videos, to this segment for maximum effect. As such, there was an element of branding involved to locate Baileigh’s place in the Australian market and leverage market share.