PYBAR, earned media, owned channels, and a Thiess-acquisition integration.
PYBAR is an Australian underground hard-rock mining services contractor, since acquired by Thiess. The company ran no paid acquisition, so the marketing supported a capability-led sales engine through industry presence, earned media and owned channels.
PYBAR, earned media and owned channels through a Thiess acquisition.
121 Group has had PYBAR on the record since 2018 and ran an integrated retainer across 23 months of it, covering five lines.
Monthly retainer: account management, Canva milestone template creation, social media template systems and ongoing capability collateral.
PR: monitoring of social media, online publications and Google search, record-keeping, earned-media response, and relationship management with industry publications.
eNews: the seasonal PYBAR eNews from Summer/Autumn 2024 onwards, covering story repurposing across web and email, full content loading on the website, photo curation and caption work, and EDM design and send. More than 17 editions shipped across the engagement.
SEO: Search Console issue review and ongoing technical monitoring, maintenance grade rather than aggressive expansion.
Acquisition integration: website updates following the June 2024 Thiess acquisition, covering brand architecture, parent-company referencing and navigation that retains the PYBAR identity.
The engagement was retained through the acquisition transition, including the post-acquisition integration work.
Five integrated lines under one capability-led retainer.
Integrated monthly retainer
Account management, Canva milestone template creation, social media template systems, ongoing capability collateral, and post-acquisition website updates in line with the Thiess acquisition.
Earned-media + PR monitoring
Monitoring of social media, online publications and Google search; record-keeping; earned-media response; industry-publication relationship management.
PYBAR eNews, seasonal
PYBAR eNews Summer/Autumn 2024 onwards. Story repurposing across web and email, full-content loading on the website, photo curation and caption work, EDM design and send.
Maintenance-grade technical SEO
Account management, Google Search Console issue review, ongoing technical SEO monitoring and update work. Maintenance-grade SEO, not aggressive expansion.
Thiess acquisition, June 2024
Website updates in line with the Thiess acquisition, brand-architecture changes, parent-company referencing, retained-PYBAR-identity navigation work. The kind of marketing-ops integration that gets called "small change" but actually takes weeks.
Earned + owned + capability
Like JSW, the PYBAR model is industry-presence + earned media + owned channels. Zero paid acquisition. The marketing engine supports the capability-led sales engine.
Integrated retainer through to the Thiess acquisition
eNews editions shipped across the engagement
Kept through the acquisition transition, including post-acquisition integration work
PYBAR Mining Services, underground hard-rock capability across Australia.
What did 121 Group do for PYBAR Mining Services?
121 Group ran SEO and email marketing for PYBAR Mining Services.
What industry is this mining and engineering case study in?
PYBAR Mining Services 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 mining services contractor?
Thirty-minute call. Bring your capability statement, your earned-media coverage list, and your last industry event presence. We'll show you what we'd do differently.
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