CASE STUDY — RENOVATION & DESIGN & CONSTRUCT

NEWR

A premium Canberra renovation and design-and-construct business with exceptional work and a word-of-mouth reputation. Limited marketing system, basic lead pipeline, and no way to scale what they'd built.

THE BRIEF

Map the complete customer journey from first touch to project completion, design and build the infrastructure to manage every lead with consistency, and create the marketing foundations to drive qualified enquiries at scale.

01 Foundation

NEWR came to us with a quality problem that most businesses would love to have - the work was exceptional, the reputation was strong, and repeat and referral business was coming in. But there was no system behind it.

Every enquiry was handled manually. There was limited pipeline visibility, no consistent follow-up process, and no way to nurture leads through what is, by nature, a long and considered decision cycle. The business was growing through relationship and reputation alone - and had limited marketing infrastructure to accelerate or sustain that growth.

We ran a structured Customer Journey Mapping and Automation Planning session with the leadership team to map how enquiries were currently moving through the business, where they were falling through, and what a connected, scalable system needed to look like.

THE PROBLEM

A renovation business operating entirely on trust and referral, with no defined lead management process, a basic CRM pipeline, and no automation in place. Enquiries were coming in but there was no consistent way to respond, follow up, qualify, or convert them. The sales journey from first contact to signed project was entirely manual and entirely dependent on the team's capacity to manage it.

STRATEGY SESSION

We conducted a deep-dive session with the NEWR leadership team covering their customer profiles, growth priorities, pain points across the sales and delivery journey, and the key funnel stages from attract through to advocacy. The output was a complete Customer Journey and Automation Blueprint - a practical roadmap connecting strategy to system implementation.

POSITIONING & MESSAGING

We defined NEWR's position as Canberra's trusted end-to-end renovation partner - a design-and-construct model that eliminates the fragmentation of managing multiple trades and designers. The key message across all marketing: one team, one process, one seamless outcome. This became the anchor for all customer-facing communication and campaign content.

02

Insight

NEWR's audience isn't one type of person. The renovation decision looks completely different depending on who's making it and why.

We identified three primary audience segments and mapped the distinct emotional drivers, barriers, and decision triggers for each - because the same message doesn't convert a empty nester making their forever home more comfortable and a dual-income family trying to add a kitchen they can actually live in.

AUDIENCE RESEARCH

We mapped three core audience profiles. The Lifestyle Seeker - typically 50s to 70s, staying put and investing in long-term comfort, driven by trust and fear of being taken advantage of. The Home-Pride Professional - 40s to 60s, quality and cohesion-focused, wanting a single partner who can manage the whole project. The Aspirational Upgrader - mid-30s to 40s dual-income families, budget-conscious but design-driven, sometimes tempted to manage it themselves via trades until the logistics become real. Each segment required a different entry point, different messaging, and different lead nurture logic.

COMPETITOR REVIEW

We reviewed how NEWR sat relative to other renovation businesses operating in the Canberra and Queanbeyan market, assessing how competitors presented themselves online, what channels they were active in, and where the gaps existed. The design-and-construct model - one integrated team from design through to build - was NEWR's clearest point of differentiation and became the central proof point across all marketing.

THE INSIGHT THAT DROVE EVERYTHING

Renovation is one of the highest-stress, highest-stakes purchases a homeowner makes. The fear of being ripped off, blown out on budget, or left with a half-finished kitchen while living in a construction zone is real. NEWR's design-and-construct model directly eliminates those fears - but only if the marketing communicates it clearly and builds enough trust before anyone picks up the phone. Every system and every piece of content was built to earn that trust first.

03

System

This is where the bulk of Brandscape's work sat for NEWR. Not just strategy - actual infrastructure. A connected marketing and sales system built in Go High Level, from the ground up.

Sales Pipeline Design & Build - designed and built a structured 9-stage GHL pipeline covering every step of NEWR's sales journey. Each stage triggers its own automation logic.
CRM Setup & Contact Management - full GHL contact environment with auto-tagging by project type, lead source tracking, and repeat client identification. Every enquiry is automatically created as a contact and linked opportunity.
Automation Flows - built the complete automation ecosystem across the full customer lifecycle including: new lead instant response via email and SMS, engaged lead follow-up task creation and email sequences, consultation booking confirmation and reminders (24 hours and 1 hour prior), post-consultation follow-up, proposal delivery and multi-touch follow-up sequence, job won onboarding welcome sequence, and job complete aftercare including review request, referral program trigger, and re-engagement sequence at 3 to 6 months post-project.
Automation Clean-Up - audited and restructured all existing workflows, archived tests and duplicates, applied consistent naming conventions across the system, and configured pipeline stage movement logic throughout.
Brand Campaign Landing Page (GHL) - built and launched the campaign landing page at welcome.newr.com.au including full technical setup: SSL connection, Google Analytics tracking codes, GA4 Data Stream configuration, page view tracking, form submission events, button click tracking across project categories, UTM tracking for campaign attribution, and Google Tag Manager integration.
Category Landing Pages - built segmented landing pages for Kitchen, Bathroom, and Master Suite renovations, each with a dedicated lead magnet, GHL form, delivery automation, tag assignment, email follow-up trigger, and behaviour-based segmentation logic.
Lead Magnets - produced lead magnet guides for Kitchen, Bathroom, and Master Suite renovation categories plus a Renovation Planning Guide, each connected to GHL with automated delivery and nurture sequencing.
Calendar & Consultation Setup - configured the consultation booking calendar connected to the landing page including availability settings, booking confirmation email and SMS, reminder sequence, internal lead alert notifications, and missed booking handling.
WordPress to GHL Integration - set up Zapier integration connecting the main WordPress website contact and subscription forms to GHL, with tag application and automatic enrolment into nurture sequences on form submission. Cross-linked WordPress site to the GHL campaign landing page with tracking continuity.
Dashboards & Pipeline Visibility - configured lead overview and sales pipeline dashboards with role-based access for admin and sales to give Craig and Tash a live view of every lead, where they sat in the journey, and what action was required next.

04

Creation

With the system built and the audience mapped, we produced the creative assets to drive traffic, capture leads, and nurture prospects through the journey.

Campaign Strategy - full digital campaign strategy developed for NEWR's Canberra and Queanbeyan market, aligned to the design-and-construct positioning and the three core audience segments.
Digital Media Ad Creative - concept and design of static and video ad creative using NEWR's project assets, with messaging aligned to the campaign narrative and all ads directed to welcome.newr.com.au with UTM tracking for performance measurement.
Lead Magnet Guides - professionally designed PDF guides for Kitchen, Bathroom, Master Suite, and Renovation Budget Planning- each connected to automated delivery via GHL and designed to position NEWR as the authoritative renovation partner before a conversation even begins.
Email Nurture Sequences — behaviour-driven email sequences developed for each audience segment and pipeline stage, including the new enquiry welcome sequence, the education-based nurture series ("How NEWR Simplifies Renovations," before/after client story, behind-the-scenes content, and consultation CTA), proposal follow-up sequences, onboarding communications, post-project aftercare, and the referral program email series.
SMS Sequences — automated SMS communications built across the pipeline including instant enquiry response, consultation reminders, proposal follow-up, and post-project review requests.

05

Activation

With the infrastructure live and creative assets in market, the focus shifted to driving qualified traffic into the system through paid digital channels.

MEDIA PLANNING

Developed the full digital media strategy targeting NEWR's three core audience segments across the Canberra and Queanbeyan market. Channel selection was based on where each audience segment actually researches renovation decisions — predominantly Meta for lifestyle and awareness, and Google Search for high-intent active seekers already looking for a renovation partner.

MEDIA BUYING & MANAGEMENT

Campaign traffic directed to welcome.newr.com.au with UTM tracking applied across all placements for clear attribution. Ad creative built from NEWR's existing project assets and the Deakin project renders, with messaging aligned to the campaign narrative and segmented by project type and audience.

CHANNEL RATIONALE

Meta reaches homeowners before they're actively searching — building brand familiarity with NEWR's design-and-construct model during the consideration window that can run months before a renovation enquiry is made. Google Search captures the high-intent moment when someone is actively looking. Together they cover both the awareness and conversion phases of a renovation decision cycle that rarely moves quickly.

06

Evolution

The system is live and active. The work now is making sure it keeps performing — and adapting as NEWR grows.

Analytics & Attribution Monitoring - regular review of GA4 data, UTM performance, and form conversion rates across all landing pages to identify which channels, audiences, and messages are driving qualified leads.
Pipeline & Automation Reviews - ongoing monitoring of pipeline health, automation trigger accuracy, and lead flow through each stage to ensure the system is working as designed and no leads are falling through.
Campaign Optimisation - ongoing refinement of ad creative, audience targeting, and landing page conversion based on performance data coming through the connected tracking and analytics setup.
System Expansion - as NEWR grows and new project categories come online (Extensions, Full Renovations), the existing infrastructure is designed to scale - new landing pages, lead magnets, and audience segments can be added within the same connected system without rebuilding from scratch.
Ongoing Opportunity Identification - the quarterly NEWR Home Journal email sequence, referral program, and client spotlight content keep past clients engaged and generating referral pipeline - turning the delivery side of the business into an ongoing lead source.

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The Henry

In a city where everyone knows someone who knows you, your reputation often arrives before you do. A drip-feed campaign - like a 10-part video series delivered over weeks - lets you shape that reputation deliberately. Each video shares your expertise, your thinking, your way of working.