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Marketing Case Studies

 UniMed Logo-web


NZ's fourth largest health insurer has a solid client base, and offers competitive premiums based on prudent spending.  However marketing had been on the back burner, and a catchup was required.  Alexanders set out a recommended strategy for year one, including understanding what the key motivations are for selecting health insurance, redesigning their existing website, strategies to increase penetration of existing corporate clients, and a digital campaign to promote their new Health Positive campaign. Now the strategy for year two has been recommended.

 Allied Petroleum Lscape RGB

Allied Petroleum

Allied Petroleum was looking to up the ante on their digital marketing. Alexanders designed a new mobile-responsive website, optimised it.  We manage Adwords and monitor conversion rates and web performance quarterly. Traffic in the last year increased dramatically with noticeable increases in new customer forms being submitted. Different content for different markets was made easily accessible e.g. for people searching for petrol stations, a Google location App helps people find locations quickly, ideal when travelling with mobile phone), versus farmers and contractors wanting bulk fuel delivery.  Alexanders also mentored the Account Executive on how to organise and art direct photo shoots, a structure for marketing planning, event planning and press release writing.



New Zealand's largest vet group, with over 64 vets and 16 clinics nationwide, needed a marketing strategy.  Marketing was being performed by a PA, and a variety of vets throughout the group.  Rachel was engaged to provide recommendations on how the group should integrate marketing.  A full report detailed recommendations and actions for 12 months, including setting up a marketing department.  Rachel provided a structure detailing several marketing positions, some of which could be performed by vets, and recommended a full time marketing intermediate reporting to a contracted part-time marketing senior.  Rachel supplied a job description, wrote the ad, and vetted a shortlist to hire a marketing intermediate who reported to her, as the contract marketing manager.  Rachel then developed marketing plans and budgets for the overall business and three business units, which the marketing intermediate rolled out with part-time support from Rachel and the team at Alexanders.  Major projects included setting up an emarketing system, rationalising duplicated marketing activities throughout the group, updating the client database, building consistency across all communications, halting ineffective budget spend, marketing campaigns to existing customers and redevelopment of the website.  Alexanders continues to have an active relationship with VetEnt.



Alexanders had worked with the previous marketing manager in another company, and together we worked as a team where Alexanders recommended the web, online and direct marketing initiatives to reach a variety of target markets.  These included engaged couples for wedding/marquee hire and catering, corporates for venue hire/catering, and North Canterbury residents for equipment hire.  The agency team executed the recommendations including web site rebuild, Facebook campaigns, optimisation, a new look and theme for ads and trade show stands, regular print ads etc.  A new marketing manager was appointed and she requested fortnightly marketing meetings to bring her up to speed on online marketing, and to develop suitable initiatives to reflect new venues obtained and the growing event catering market.



Tait at that time, was a classic example of a company who was really good at making products, but not so good at marketing. Brand workshops were run with key teams throughout a range of deparments, to understand and articulate key brand values. Alexanders prepared a comprehensive global marketing plan, based on interviews we conducted with 140 customers, distributors and staff.  Communications material was audited to identify inconsistencies in message and format.  A comprehensive brand manual was developed and multiple brand formats rationalised.  The Alexanders team then executed the recommendations over the next 18 months through point of sale displays, corporate profiles, trade journal ads, product labelling etc. The inhouse design team then had templates and resources at their disposal, and were able to continue independently.


Dynamic Controls

The Dynamic team at the time, whilst brilliant engineers, were not aligned on what their marketing promise to customers should be.  The logo was tired, and impending new product releases required support material.  Alexanders ran workshops to identify the core essence, which was "enabling motion" (they produce electronic wheelchair navigation components).  A new logo was developed to reflect this story, and brochures designed for new product releases. 


Richmond Trust Lrd

Initially engaged to design an annual report reflecting the company's provision of mental health services, Alexanders offered strategic support to the inhouse marketing executive. The look and style was well received, and we were invited to produce a calendar, and direct marketing piece to announce the merger of a Wellington sister company, Wellink.  This required some colour co-ordination and the Wellink logo was updated to the Richmond colour.

Every Educaid Logo

Every Educaid

Having recently completed a new ecommerce site with a different firm, Every Educaid wanted to drive traffic to the web site and launch their new shop in Papanui Rd.  Alexanders works regularly to drive traffic through optimisation and used Facebook campaigns to launch the new shop to teachers and parents.  One such Facebook campaign to promote the sale of quake-damaged merchandise in the lead up to Christmas was a little too successful (even with four tils, one person complained of having a long wait).

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