With competition in the transport industry becoming fierce and big players such as Uber and Lyft causing major disruption, many taxi companies are finding it hard to compete. Regionally based taxi companies however have an advantage. The big players are yet to move to regional areas where towns and their populations are too small to justify setting up.
When Port Macquarie Taxis came to us, they had a brand perception and technology problem. Although consumers could not book an Uber locally, they expected a service that was similar. Consumers expected a mobile taxi booking experience that was seamless, reliable and simple. While Port Macquarie Taxi offered great services, they were finding it hard to communicate their offer, benefits and value to the local community.
Working with Lindsay Moller Photography, we established a creative approach that would quickly and visually tell the Port Macquarie Taxi brand story.
A 60 sec video was developed that showcased the company’s customer service focus, range of transport options and mobile booking capabilities.
The video worked to consolidate the position of the company locally as a reliable and community focused business that was innovative, modern and responsive to customers’ requirements.
At the same time, we worked with Golden Age Media to re-develop the Port Macquarie Taxi website.
This included the development of the sites architecture and direction of the visual design of the website which incorporated new imagery being sourced. As part of the development, we proposed integrating an online booking feature into the website. We facilitated discussion with the Taxi Customer Management Software provider in order to integrate a real-time 24/7 online booking system into the website.
Dragonfly Marketing Services Provided:
The outcome was a new website for Port Macquarie Taxis’ that included a refreshed look and feel, was capable of online and mobile taxi booking and was mobile responsive to cater for over 60% of the websites traffic.
The brand story video was distributed locally and had the effect of increasing the company’s brand awareness immediately and resulted in being used to promote safe transport in key audiences in the Hastings Valley through local stakeholder relationships.
Key outcomes further detail:
“A refresh process of reskinning a website, photo shoot and video production is an overwhelming exercise.
Encapsulating a myriad of ideas and desired outcomes from a client into a format that a website designer and photographer can understand really requires the discipline of two ears and one mouth on the part of the consultant initially – analyzing the brain dump and banging it into a concise and accurate brief is a real skill.
This is why I sought Dragonfly Marketing out as a marketing consultancy – I believed they could help us gain clarity, perspective and direction to build our brief and without a doubt Jane and Brent delivered in spades.
Dragonfly’s passion and commitment to hitting the brief, developing an inclusive collaboration between us the client and the service provider plus attention to detail was such a breath of fresh air – constant email and phone updates ensured we never left in the dark regarding process or costs.
Our experience with Jane and Brent really helped us to enjoy a typically stressful process – they totally invest themselves in you and your brand and strive for nothing less than excellent with a contagious energy – was an absolute delight working with you and beyond happy with the results J”
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