Strategic why-based purpose + position
Website Design & Construct
Signage & Wayfinders
Search Engine Optimisation
FSC - MIGHTY FINE FENCING
Located in Bayswater, Fencing Supply Centre is possibly WA’s best kept fencing secret. Owned by brothers Adam + Eddy Alagic, the business not only punches above its’ weight, but has a desire to ‘take on the big boys’ of the industry. Enter The Jam Jar.
It doesn’t take much to imagine how the category typically markets itself. It’s all about product. But from a customer point of view, a fence is a fence is a fence right? How does anyone without technical knowledge determine a superior from inferior fence? It can’t simply by colour. This knowledge gap suggests there was a gaping hole in the market for an industry player to tell a better story. The question is how?
During our why based strategy work, we discovered FSC are innovators. Not only do they sell Colorbond product, they’ve patented a number of unique designs that solve real world customer fencing related problems. The Jam Jar challenge was to create a customer facing story, instilling confidence, certainty and security into the market for the FSC brand and products. “Mighty Fine Fencing” is a platform that communicates strength and longevity while creating a springboard to tell stories around uniqueness of product. Our intention is for our end consumer to feel they have made the decision, perhaps a mighty fine decision, in choosing FSC. “Mighty Fine” as an idea also pivots nicely to the feeling after innovating a new product.
The rollout involves addressing sales challenges where insights in customer buying criteria are integrated into the FSC ‘Creative’, the purpose of which is to create an affinity between FSC and potential suppliers where they believe FSC is a relevant, worthy decision.