JSW Australia, capability marketing, content, and event presence for a WA drilling contractor.
JSW Australia is a drilling contractor based at Bibra Lake in Western Australia, running drill-and-blast rigs on tier-1 mine sites. We have held a continuous monthly retainer with them for 23 months, and no paid media has run in that time. The programme is earned and owned channels only.
JSW Australia: a 23-month marketing retainer with no paid media in it.
The largest piece is the JSW Newsletter, the company's own publication for a curated industry list. We source the stories, write it end to end, design and lay it out, print roughly 50 physical copies per edition and deliver them to the Bibra Lake offices, alongside the digital version. We picked it up at edition 17.
A monthly retainer line covers capability content and account management: design and output of industry award certificates, client liaison on ongoing capability content, and milestone collateral.
A separate social retainer line runs LinkedIn as the lead channel with Instagram in support. That covers content generation, image and information sourcing, copywriting and posting cadence, including capability storytelling for the senior leadership team.
We have also produced two industry-event videos for JSW's AMEC and Mining Club appearances, from sourcing footage and creative direction through review to event-ready delivery.
Twenty-three months of continuous engagement, the newsletter from edition 17 onward, two event videos, and zero dollars of ad spend.
Capability-led marketing without paid acquisition. Pure earned and owned reach.
JSW's marketing model relies on industry presence (AMEC, Mining Club), capability storytelling, owned-channel reach (the JSW Newsletter goes to a curated industry list, both digitally and as printed copies delivered to their Bibra Lake offices), and organic social. Paid media isn't part of the operating model, and hasn't needed to be.
Monthly retainer + social retainer + newsletter + event video.
A monthly retainer line for design, certificate output, client liaison, and ongoing capability collateral. A social media retainer line covering content generation, image sourcing, copywriting, and posting cadence. The JSW Newsletter, flagship content asset, multi-edition, copywritten end-to-end, delivered both digitally and as a physical printed item. Plus event-driven video work for AMEC and Mining Club appearances.
Four integrated lines, all earned + owned.
Capability content + account management
Design and output of industry award certificates (JWB, etc.), client liaison for ongoing capability content, milestone collateral, account management.
LinkedIn-led capability storytelling
Content generation, image and information sourcing, copywriting, posting cadence on LinkedIn (lead) and Instagram. Capability storytelling for the senior leadership team.
Multi-edition, digital + printed
JSW's flagship owned-channel asset. Story sourcing, copywriting end-to-end, design and layout, printing of physical copies (~50 per edition), delivery to Bibra Lake. Edition 17 onward.
AMEC & Mining Club
Source video content, brief and creative direction, review and refinement, deliver event-ready outputs for AMEC and Mining Club industry presence.
Earned + owned, never paid
Zero paid media. The pattern reference for capability-led mid-market industrial B2B where industry presence and owned-channel reach are the operating model.
For drilling contractors
If your model is industry-presence-led and the marketing programme is content-and-capability rather than paid-acquisition, the JSW retainer shape is the one we'd quote.
Paid ad spend, the engagement is entirely capability-led
Continuous monthly engagement
JSW Newsletter delivered digitally and in print to Bibra Lake
JSW Australia, drill-and-blast rigs on tier-1 mine sites.
What did 121 Group do for JSW Australia?
121 Group ran LinkedIn for JSW Australia.
What industry is this mining and engineering case study in?
JSW Australia operates in mining and engineering. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach mining and engineering marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a drilling or specialist services contractor?
Thirty-minute call. We'll look at your industry presence, your owned-channel programme, and your capability content engine, and tell you what we'd do differently.
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