HiQA Geotechnical
Strategy first, then a marketing system built from the ground up — culminating in two 2017 Telstra Business Awards wins.
Client
Family-owned construction materials and geotechnical testing business serving the Northern Territory and Western Australia.
Engagement
Strategic marketing plan through to a full sales and marketing ecosystem.
Headline outcome
A marketing system that helped HiQA win 2017 NT Business of the Year and the 2017 NT Category Winner at the Telstra Business Awards.
HiQA Geotechnical · on site, NT
"Danielle from MacInnis Marketing took my Strategic Marketing Plan to the next level. We have now entered the Telstra Business Awards based on our great results."
HiQA Geotechnical · Google ReviewThe challenge
HiQA was a strong, technically excellent business — but its marketing didn't yet match its ambition. The pieces weren't working as a system. There was no strategic foundation tying positioning, message and channels together, and no consistent engine for attracting the right clients.
The brief wasn't a logo or a one-off campaign. It was a marketing function that could genuinely grow the business.
The approach
We started where it matters — with strategy, not tactics.
The first step was a strategic marketing plan: a clear foundation before a single asset was built. From there we developed positioning and values rooted in why clients genuinely chose HiQA — the family-owned, community-first, get-it-right-the-first-time qualities that real customers valued. This wasn't invented brand language; it was drawn from the truth of the business. (Those same values still anchor the brand today — a sign the foundation was built right.)
Just as importantly, this was built with the owners, from the ground up — not handed down. They finished with a system they understood and could carry forward, not a dependency.
What we built
With the strategy set, we implemented a complete sales and marketing ecosystem:
- A website aligned to the new positioning
- An active social media presence
- A blog to build authority and answer the questions real clients ask
- An inbound marketing approach designed to attract the right clients rather than chase them
- Positioning and values woven consistently through every channel
Each piece reinforced the others — a connected system, not a scatter of disconnected activity.
The marketing ecosystem — strategy at the centre, every channel pulling from the same positioning.
The result
The work delivered a marketing system built to grow the business over time — the opposite of a campaign that fades. In 2017, HiQA won NT Business of the Year and the NT Category Winner at the Telstra Business Awards. The marketing of the business formed part of that recognition — a credible measure of how completely the work landed.
"Danielle took my Strategic Marketing Plan to the next level… based on our great results."HiQA Geotechnical
Why it worked — the MacInnis approach
This is how MacInnis Marketing works at its best:
Strategy before tactics
The plan came first; everything else followed from it.
Positioning rooted in truth
Values drawn from why clients actually choose you, not marketing invention.
A system, not a one-off
Web, social, blog and inbound built to work together and keep working.
Built with you, not done to you
Owners involved from the ground up, left owning the result.
Thinking about marketing that's built to grow your business — not just fill a calendar?
Book a free 30-minute strategy call. No pitch. Just clear thinking about what would actually move things for you.