Australian Institute of Conveyancers NSW

It’s all about a community.

Social strategy is a core strength of the pepper team and through a thoroughly researched and honed understanding of the end customer, we have successfully worked to grow this niche community and the engagement within it.

Our strategy for AICNSW’s social media activity emphasises reach and engagement, over vanity metrics such as followers. How to achieve this? Put your audience at the centre of what you do. We continue to ensure our content and communication style is relevant to this group of industry experts. To expand on a limited membership base and to build commercial value, we shifted the target audience to incorporate industry stakeholders, government departments, suppliers, sponsors and partners.

Pivotal to our ongoing partnership with AICNSW, pepper ensures we continue to see growth in the social channels of importance. We’re always looking for ways to engage existing and new stakeholders in this content. Like finding fun ways to share latest trends and data, or legislation updates.

Likewise, designing, developing and delivering a website that would be used by members was an important stage in our partnership with AICNSW. A site where members could find key resources, professional development opportunities and key events needed to be delivered. It also had to have a search and content strategy that would assist in attracting non-members to join, as well as the general public looking for a trusted source of information on the conveyancing profession.

The site was delivered on time, and within budget, and continues to be a leader in professional association websites.

All marketing activity is monitored and reviewed monthly. Being so entwined in much of the marketing effort has allowed us to support the AICNSW team in providing contributions to their annual report to members, as well as designing it. And to complete the process, all these results and insights then give us the information we need to set strategy for the year to come.

Aside from the annual report, the AICNSW team also trust pepper with other print marketing efforts including their popular and anticipated bi-annual Convey Magazine. Filled with great articles on industry-related trends, legislative changes, professional development opportunities and key events, this magazine comes to life with pepper’s layout, design and editing touches.

The magazine also provides a great source of content marketing material, which is used in blogs and social media posts to reach the most number of people possible, and to also ensure these great pieces are used to their potential.

You will never have to convince us of the virtues of a strong brand and consistency in its use. The AICNSW team recognised there were some gaps in how the team were promoting their brand across all forms of communication including emails, presentations, social, website and in written form. We were thrilled to have the opportunity to tackle this project!

Our very clever graphic design team got hard to work on branded template designs, pulling brand assets together and providing everyone in the AICNSW team a consistent platform to share their information, updates and other communications.

It goes that if every client is different, so too are their audiences. This is the essence of what we love doing at pepper – finding the authenticity in the message and ensuring it’s received the right way. Understanding our audiences is at the heart of this so we’re always delighted to be invited to AICNSW events and conferences to meet and get to know members. And it’s even better when we have the opportunity to present to this fantastic group of people, as Ryan Shelley our Managing Director was invited to do at the AICNSW annual conference. What a pleasure to share some of our knowledge and pass on tips to the attendees.

AICNSW’s website attracts both conveyancing professionals and the general public with 81.2% of website visitors new visitors each year.