121 Group
Prepared forPieper Hire
/ Stage 1 audit & proposal

You have all the pieces.
Now make them feel like one Pieper Hire.

Keil, you said it best on the call. The website, the capability statement, the brochures, the product guides and the social impact framework are all good on their own, but nothing is talking to each other. The job is to tie every customer touchpoint together so that picking up the phone, opening an email or landing on the site all feels like the same professional company. Here is what our Stage 1 audit found, and how we would do it.

18.4s
Homepage load time today (Grade D)
0
Hard-copy product guides your team can leave behind
5
Disconnected places your brand currently lives
US
Where your Australian site is hosted

Prepared for Keil Davies, Pieper Hire  ·  121 Group, Melbourne  ·  23 June 2026  ·  Private and confidential

/ What the Stage 1 audit found

Eight findings, in plain English.

A first level review of pieperhire.com.au and your public footprint, before we have logged into a single account. None of it is fatal. The website is genuinely good, modern and easy to use. Most of what follows is quick to fix and points straight at what you already told us you need.

High

The homepage is slow to load

A page speed grade of D and around 18.4 seconds to fully load, driven by the size of the images and the hero video. Google ties page speed directly to conversion. Compress and optimise the assets and this moves quickly into the green.

High

Everything lives in separate silos

Your capability statement, website, brochures, product guides and the new social impact framework are each their own island. There is no shared system holding them together, so the brand feels disjointed even when each piece looks fine on its own.

High

No product guides for your sales team

Your sales team is asking for hard-copy product guides to lead with, because customers are requesting them. Right now there is nothing branded for a BDM to print and leave behind. This is the most pressing gap.

Medium

Hosted in the United States

The Webflow site is served from US infrastructure. For an Australian audience that means slower loads and a weaker local signal for search. Moving to fast Australian hosting is a straightforward best practice fix.

Medium

Tracking is installed, but unverified

HubSpot, Google Analytics, Tag Manager, Hotjar, the Meta Pixel and Conversions API are all present. From the outside we cannot confirm the wiring is set up correctly, and your minimal Meta campaigns may not be feeding the right signals back. A Stage 2 audit confirms what is actually working.

Medium

Machine pages are light on detail

The equipment pages carry only basic specs. Fuller spec detail helps customers self-serve, reduces phone time, and is exactly what organic search rewards. A clear, repeatable spec template across the fleet does a lot of work.

Opportunity

No proof of track record yet

There are no case studies or testimonials on show. We understand the industry is guarded, so we would build anonymised project showcases and gather Google reviews, enough to demonstrate a track record without breaching any client confidentiality.

Working for you

Strong foundations to build on

A modern site you genuinely like, a sharp monochrome brand start carried through to uniforms, a lawyer approved capability statement, clean schema, SSL and DMARC, and a premium service behind it. The base is good. The work is to make everything around it match.

/ Why this matters now

Look like the company you already are.

You are moving from startup to established business faster than you expected, and you want to get ahead of it before there are too many weeds to sort out later. Your buyers are organisations, not weekend hobbyists: contract administrators, project teams and procurement at tier 1, 2 and 3 builders. They are not searching for scissor lifts on a Sunday, so when a project lands on their desk, Pieper Hire has to already feel like the obvious, professional choice.

In a traditional, old school market, presentation is the differentiator and almost nobody does it well. Get the look and feel of Pieper Hire consistent across every touchpoint and you are at the front of mind before the conversation even starts. The female led story behind the business, led by Dawny, is part of that difference. We would bring the positioning forward with the restraint she wants, told through the brand rather than putting anyone front and centre.

Where it sits today

  • Capability statement, website and collateral all separate
  • BDMs with no branded product guides to leave behind
  • Homepage loading in around 18 seconds
  • Brand carried personally by two people, part time
  • Enquiries landing in an inbox, with no system behind them

Where 121 takes it

  • One brand system every piece is built from
  • A product guide kit your team hands over every time
  • A fast, polished site hosted in Australia
  • A brand that runs without the founders carrying it
  • A clear path from enquiry to qualified opportunity
/ Proof, in your industry

We have done exactly this for mining, drilling and civil.

You asked whether we understand your world. We have spent years as the outsourced marketing department for some of Australia's toughest industrial brands, doing the precise work you described: one cohesive brand, capability statements, tender-winning toolkits and the collateral a sales team leads with. Three examples, all published on our site.

PYBAR Mining ServicesUnderground mining

PYBAR Mining Services

One of Australia's largest underground mining contractors. We repositioned a strong eastern-states name into a national operator and built the full marketing and communications system around it.

  • Brand and capability collateral
  • SEM, newsletters and posters
  • Employee recognition program
Nationalrepositioning, eastern states into WA
JSW DrillingDrilling

JSW Drilling

One of Australia's largest and safest drilling companies. Their outsourced marketing department since 2018, full strategy and execution, on and offline, including the exact collateral your sales team is asking for.

  • Capability statement and tender toolkit
  • Business cards, newsletters, posters
  • Lead generation campaign
40+qualified leads from one campaign
RJV civil construction and miningCivil & construction

RJV

One of WA's most established civil construction and mining contractors. We refreshed the brand, rebuilt the website and produced the complete marketing toolkit to support real growth and a move back into mining.

  • Strategic brand blueprint and refresh
  • Website rebuild and social presence
  • Full collateral and recruitment campaign
1955heritage brand, brought up to date
Google Partner Microsoft Advertising Partner Meta Business Partner
Certified across the platforms that matter, with 16 years behind us. Deep, hands-on experience in mining services, drilling, civil construction, oil and gas, and industrial trades.
Underground miningDrillingCivil constructionEarthmovingOil & gasIndustrial tradesEquipment hireTransport

Access equipment hire is home turf.

We run the full marketing retainer for Skyreach, one of the biggest names in access equipment hire: paid search, social and content, generating hundreds of B2B enquiries a month in exactly your market. We know this category inside out, we know it converts, and we know how to make it profitable. That is the experience we would bring to Pieper Hire.

/ A few of the names we have built brands for
Skyreach
PYBAR Mining Services
JSW Drilling
RJV
Berg Engineering
Bruce Rock Engineering
Baseline Onsite
Risen Energy
/ Social, done properly

Social built for a B2B industrial audience.

Recruitment drives, brand awareness and capability posts that look like the company behind them, not generic stock. A sample of the social creative we have run for drilling, civil and mining clients.

JSW Drilling social posts
JSW DrillingRecruitment and brand posts
RJV social posts
RJVBrand awareness campaign
PYBAR Mining Services LinkedIn
PYBAR Mining ServicesLinkedIn company presence
/ What 121 Group would do for Pieper Hire

Four moves, in your order of priority.

Built around what you actually asked for: tie everything together, get the sales collateral your team needs, and sharpen the site you already like. Paid media and search are levers we test later, once the foundations are right.

One Pieper Hire brand system

The connective tissue. A brand guideline that every asset is built from, so the website, capability statement, product guides, social impact framework and even how the phone is answered all speak the same language. This is the headline piece, and it is what makes the difference between looking like a professional operator and a garage with a few scissor lifts.

The sales collateral your team needs now

Hard-copy and digital product guides by category (boom, scissor, vertical and man lifts, forklifts and material handling, telehandlers), plus leave-behind one pagers, all aligned to the capability statement you have already invested in. Something a BDM can print and walk a client through. We would start here because your team needs it fastest.

Sharpen the website you already like

Not a rebuild. Compress the images and video to fix the load time, move to fast Australian hosting, deepen the machine spec pages, and verify the tracking is wired correctly so the data you collect is actually trustworthy. Keep what works, polish the rest.

Prove the track record, then grow

Anonymised project showcases and Google reviews to demonstrate a track record without naming clients, feeding your content and social. When you are ready, we test measurable demand (Meta done properly, a Google Ads pilot) and revisit a CRM that actually fits, so enquiries stop living only in an inbox.

/ How it rolls out

Staged, so nothing breaks and nothing waits.

  1. Stage 1 · Foundations

    The brand system and guidelines, the first hard-copy product guides your team is asking for, the page speed fix and move to Australian hosting, and a full check that your tracking is wired correctly. Quick wins your team feels straight away.

  2. Stage 2 · Bring it all together

    The full collateral suite across every machine category, a deeper spec library on the website, the client facing social impact framework brought in line with the brand, and the case study programme started.

  3. Stage 3 · Grow

    With the brand, collateral and site right, we test measurable demand where it pays, stand up a CRM and customer journey that fit, report it all on your dashboard, and meet quarterly to plan the next moves.

/ How we would work together

Three options, month to month.

This is not a one-off project. Your monthly fee is a retained marketing department: a team that builds the foundations first, then keeps producing, improving and looking after the brand every month, and is on call for the jobs that come up. No lock-in contract, and the exact inclusions are tailored once the free Stage 2 audit confirms what is involved. Your custom dashboard is included in every option.

Foundation
$3,000/mo
from, ex GST

Your retained marketing department, every month:

  • 10 hours of website development and design
  • A dedicated account manager and ongoing strategy
  • Foundational SEO so customers can find you in search
  • Social media management, 2 posts a week across your channels
  • Steady production of collateral and product guides across your range
  • Brand guardianship, so every new asset stays on-brand
  • Website hosting, maintenance and monthly improvements
  • Tracking kept accurate and your dashboard monitored
  • Monthly reporting and a working session
  • On call for the ad hoc jobs that come up

Plus, in your first weeks: the brand system, the page speed and hosting fix, and your first product guides.

Growth
$5,000/mo
from, ex GST · most common

Everything in Foundation, plus each month:

  • Website development and design lifted to 15 hours
  • Social media stepped up to 4 posts a week, on a planned content calendar
  • Expanded SEO and ongoing keyword growth
  • The case study and testimonial programme, ongoing
  • Expanded collateral and deeper website build-out
Performance
$8,000/mo
from, ex GST · ready to scale

Everything in Growth, plus each month:

  • Website development and design lifted to 20 hours
  • Social and content lifted to 6 posts a week
  • Managed paid media: Meta, and a Google Ads pilot in your category
  • Conversion tracking and CRO, always improving
  • CRM and customer journey, run for you
  • Full performance reporting against your pipeline
16 yrs121 Group operating
5.4 yrsaverage client relationship
Month to monthno lock-in contract
Sector fitmining services, civil and construction experience
/ What every client gets

Your numbers, live, on your own dashboard.

Included in every package. One private dashboard so you can manage marketing the way you already manage the rest of the business, on data, not guesswork.

Spend & channels

Every connected platform and what it is costing, in one view.

Leads by postcode

Track enquiries by location and see where the demand is coming from.

Call tracking

Record calls and tie each one back to the ad or page that drove it.

Social & profiles

Google Business, Facebook, Instagram and LinkedIn, all in one place.

Search visibility

Search Console and analytics: which keywords and pages are working.

Locked to your business

Private to Pieper Hire
Your data, your access
Australian hosted
/ Your team

Who does the work.

A Melbourne team you can pick up the phone to and catch up with in person when you need, which is exactly what you said you wanted.

Adam Ducquet

Adam Ducquet

Managing Director

Strategy lead, 16 years across industries

Kate Lawrence

Kate Lawrence

Account Director

Day to day delivery lead

Katryn Fremlin

Katryn Fremlin

Head of Strategy

Brand positioning, voice and content

Scott Campbell

Scott Campbell

Head of Design & Development

Website, hosting and your dashboard

Pip Tyssen

Pip Tyssen

Graphic Designer & Editor

Product guides and collateral production

Michael Potts

Michael Potts

Paid & Performance Lead

Demand and tracking, when you are ready

Chris Castellano

Chris Castellano

Senior Growth Manager

Search visibility and authority

Steven Pythas

Steven Pythas

Strategic Account Director

Quarterly strategy reviews

/ The next step

The free Stage 2 audit, then your three options.

This was Stage 1, from the outside. Stage 2 is also free: grant us read only access to the website, analytics and your ad accounts, and within about 24 hours we confirm exactly what is wired up, what needs fixing, and the precise inclusions for each package.

If anything here misses the mark, tell us. We would rather do another round and bring you exactly what you want.

Start the Stage 2 audit Thinking higher