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Get StartedFor over a decade, Permax has been on a mission to convince engineers and builders that there are superior fire rating solutions for timber, concrete and steel, surpassing the outdated and unappealing choice of vermiculite. Today, we are actively bolstering market awareness with remarkable results.
Passive Fire Rating, an unfamiliar term in everyday conversations, thrives in Australia as a multi-million-dollar industry. However, engineers and builders have clung to traditional solutions due to a lack of awareness. In collaboration with Permax’s sales team, we set out to challenge these preconceptions and grow sales for the business.
Permax Australia, a subsidiary of a specialist building company, struggled to establish itself in the emerging market of passive fire rating. They originally launched with products that protected structural steel, but have since expanded to include products that protect timber and concrete as well.
This made our brief both compelling and challenging: after all, how do you sell something so niche?
Our approach was to earn recognition and credibility for both the company and its innovative products and simplify a complex concept.
Through intensive workshops with Permax and its management team, we meticulously crafted a brand identity and core messages. Anchored by the promise of “Integrated Technologies for the Built Environment,” the Permax brand emerged. Sub-messages, audience identification, and outreach strategies followed.
We developed a comprehensive set of assets, including a dynamic website, templates, digital tools, calculators, and printed materials. Central to our market approach was education—empowering engineers and builders with knowledge of alternatives to vermiculite and concrete for fire rating structural steel. We co-developed technical resources and tailored website content to demystify the available options including writing technical blogs on their behalf.
Our initial focus was on establishing a robust digital presence, designed to guide visitors to desired information and facilitate inquiries. The centrepiece of this effort was the development of an intuitive website that directed diverse audiences to relevant sections.
With the digital platform in place, we sought to increase website traffic and engagement using content seeding, SEO, and PPC strategies.
Testament to our long-term efforts in the first 10 months of 2023 we have driven more than 17000 site visits, with the majority (72%) coming from organic Search which we are optimising for them,
Currently, we are managing Permax’s digital outreach and are delivering exceptional results:
“We were introduced to the Three-Piece Marketing team through our sister company, Remedial Building Services. Their recommendation was spot-on, highlighting Three Piece Marketing’s commitment to service excellence, strategic prowess, and cost-effectiveness. Upon briefing them, they swiftly took the reins, mapping out a strategic plan, presenting well-crafted recommendations, and designing a comprehensive solution aligned with our current and future needs.
Throughout our collaboration, Three Piece Marketing’s performance has been consistently outstanding, ensuring a seamless and enjoyable experience. Their professionalism and collaborative approach have been truly exceptional. With our new website on the verge of launch, we anticipate a continued partnership as we navigate our lead generation endeavours.”
– Andrew, General Manager