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Pilbara Rail Maintenance

Raising the brand profile of a local rail maintenance business in the Pilbara.

Pilbara Rail Maintenance

Learn how we changed the narrative for rail services company Pilbara Rail Maintenance to support their rapid growth and profile in heavy haul mining networks.

The Scope

Digital StrategyMedia RelationsMessaging StrategySocial Media
The Situation

In late 2022, Pilbara Rail Maintenance an Australian rail infrastructure and maintenance business specialising in heavy haul networks approached Gilligan Group to redefine the messaging behind the brand.

A startup, that had grown to a Tier One contractor in under 5 years and a 2023 Rio Tinto supplier award nominee – the company was well understated.

Our Approach

Our team travelled to PRM’s head office in Karratha to conduct a messaging workshop with key executives and operational staff so that we could immerse ourselves in the business culture and gain a deep understanding of PRM’s target audiences and pain points.

This laid the groundwork for our mining services brand strategy, defining messaging around their innovative solutions and holistic service offering that would resonate with prospective clients.

Our new tagline, ‘Invested in Ingenuity,’ speaks to PRM’s commitment to innovation in the rail maintenance industry and captures the essence of their brand.

Media Success

Our proactive media strategy targeting mining industry publications has achieved success with coverage in The Australian Mining Review and Director Chris Prior winning a prestigious WA Business News 40under40 Award.

I just wanted to pause for a moment and acknowledge what we have achieved.

The social media posts have been fabulous – the company pages look so polished and professional now and it more accurately conveys how established and respected the business is.

The messaging is a lot more targeted and consistent. The media features have been a great feather in the cap. We are seeing a lot of interest from clients so the improved marketing seems to be having the desired effect! The marketing is also having a positive impact on our employees and they seem proud to work for the company which is just so fantastic.

I’m really liking our monthly meetings – our partnership is leading to clearly identifiable outcomes for our business.

Chelsea Herman
General Counsel, Pilbara Rail Maintenance
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