Industrial Manufacturing Marketing

James Cumming

  • Complete strategic rebrand of long-established company
  • New, high-performance website driving consistent, high-quality leads
  • Powerful Google and email newsletter marketing campaigns
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James Cumming & Sons is a family-owned and operated manufacturer and supplier of premium Australian Filter Coal, Activated Carbon and Filter Media with over 110 years of expertise. Their products enable millions of people in Australia and worldwide to enjoy clean, safe water every day. Now, with an optimised B2B website and strategy, they’re receiving more qualified leads from potential clients globally.

The Challenge

James Cumming & Sons approached us with an established, trusted brand with a history of innovation and success spanning over a century. However, their digital presence didn’t align with this extensive legacy and established reputation. As a result, they needed a new website to articulate their products, services and capabilities clearly.

Despite having numerous key selling points, James Cumming & Sons lacked crucial details on their website. For example, their exclusive high-performance bituminous Australian Filter coal outperforms expensive imported anthracite alternatives, but you wouldn’t know that from browsing the site. Identifying these gaps, we crafted a compelling narrative for their upgrade. Supported by targeted Google Ad campaigns, they started generating new business and leads almost immediately. 

“The Team at Brilliant Digital have been excellent at guiding us through the process of getting our brand, values and vision through our digital footprint, whether that be through our newly built website or our digital marketing efforts through their multi-platform expertise, we couldn’t recommend them highly enough if you’re an SME looking to build your online presence, grow and communicate with broader markets, the team at Brilliant have made the whole digital process very easy to understand and implement and already we’re seeing success through our refocused efforts under their guidance.” – John Cumming

The result

We make an impact through our work

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With a complete B2B website overhaul, James Cumming & Sons now have a modern digital platform. This is complemented by a comprehensive digital marketing strategy, including outsourced marketing, email newsletters, SEO-optimised articles and recruitment marketing, providing them with the tools needed to generate quality leads and convert with ease.

Brilliant Digital delivered a comprehensive branding and digital marketing solution for James Cumming, including a new B2B website and a highly customised B2B digital marketing strategy. With the previous website failing to generate leads consistently, the new website surpassed our client’s targets immediately.

Brand strategy considerations included:

  • Brand positioning
  • National and international market research and dynamics
  • Brand extension and longevity
  • Digital landscape
  • Brand differentiation
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Typography
  • Brand graphics
  • Brand assets
  • Brand guidelines

With clear, concise messaging and strategic targeting of important keywords, the new James Cumming & Sons website promptly attracted attention from international prospects within the desired geographical target market.

Key website considerations included:

  • Alignment with the brand identity
  • Connection with the target markets
  • Clarification of the value proposition with supporting social proof
  • Website positioning
  • Website architecture
  • Website structure
  • Website SEO plan
  • UX and UI plan
  • Website conversion plan

Website services provided:

  • Website design
  • Website coding
  • Prototyping and wire-framing
  • Website content
  • Website SEO structure
  • Photography and videography
  • Testing and iteration
  • CMS development
  • Data dashboard creation
  • Testing and quality assurance
  • Launch, hosting and maintenance

Brilliant Digital has implemented email newsletter marketing campaigns for James Cumming & Sons as a potent marketing tool to enhance engagement and drive conversions. We blend visual appeal with intellectual stimulation to regularly connect with their ideal target audience, consistently delivering valuable information with exceptional results.

Email newsletter strategy considerations included:

  • Deep understanding of the target audience
  • Defining the goals and objectives of each campaign
  • Consider engaging and relevant content and design elements to include
  • Ongoing testing and optimisation

Email newsletter marketing execution included:

  • Crafting attention-grabbing headlines
  • Writing informative, engaging content
  • Designing an eye-catching template
  • Segmenting subscriber lists
  • Scheduling and sending email newsletters
  • Measuring and reporting
  • Actionable insights for the sales team

The team at Brilliant Digital have expertly navigated us in weaving our brand, vision and values through our digital footprint, from our newly built website to SEO and branding. They made the whole process easy to understand and implement and we’re seeing success already. We would recommend Brilliant Digital to SMEs looking to build an online presence, grow and communicate with broader markets.

John Cumming

When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach.

Hugh Edmunds

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want.

Alan Lipman

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam

The leads that come from the website are warmed up and ready to do business. This massively reduces the time we spend pitching to new prospects.

Marius Fourie

Where is your current digital marketing
falling short?

We turn frustration into profit for clients experiencing:

Poor ROI

You’re investing significantly, but the returns are meagre.

Low-Quality Leads

You’re wasting resources, draining budget on bad leads.

Lack of Direction

You have no clear strategic roadmap and lack confidence.

Number Confusion

The data is puzzling and it’s hindering your decision-making.

Ineffective Content

Your content lacks punch and is failing to engage the market.

Tech Overload

You find the changing tools and platforms are overwhelming.

Comms Disconnect

Misaligned expectations are causing frustration and delays.

Subpar Website

Your website is dated and unable to support sales activity.

Would you like some

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI