TACTICAL DIRECTIONS (TD) - AGENCY SHOWCASE

Meet

s on i t c e r i D l a c i t c a T AGENCY SHOWCASE

Here’s our story, with a dash of project highlights… e r o m s y a w l a d an ou ordered. y an th

Steeped in legacy

The right ingredients

Our signatures

The perfect blend

From a humble beginnings in 2001, we’re now steeped in over 25 years of experience.

We blend a proven mix of strategy, creativity, and datadriven decision-making to deliver effective marketing solutions.

Integrated marketing solutions for renowned Australian brands, ambitious businesses and government agencies across both B2B and B2C channels.

We’re a team of industry-leading talent, expertise and creativity that combine to create something greater, together.

strategic marketing • creative communications • superior service

How we impact your brand We approach your brand with a holistic perspective, crafting bespoke marketing strategies that drive meaningful and transformative results. By staying ahead of evolving trends, we ensure sustained growth and impactful outcomes across the full marketing landscape.

Research and Strategy Campaigns and Promotions Branding Product launches Social media Digital media Email Marketing Websites Videography and Animation Events and Activations Point-of-Sale and Packaging Sales Collateral Sales Team Management

Our client partners From ambitious start-ups to government agencies and iconic brands, our clients trust us to deliver again and again.

Many have partnered with us for over a decade, a testament to our ability to consistently evolve, stay fresh, and never miss on delivery.

Our difference

Genuine Care

Relentless Ownership

Curious Visionaries

Adaptive Movers

We prioritise YOU, building stronger partnerships, encouraging collaboration, and delivering clever, high-quality outcomes no matter the project’s scale.

At our core, we operate with an unwavering sense of ownership, ensuring that your success is our success.

We believe in the power of constant curiosity, asking bold questions, thinking outside the box, and delivering with generosity.

We’ve streamlined our agency to deliver an agile approach that adapts swiftly to evolving needs.

We’re not just an extension of your team, we’re passionate advocates invested in every detail and dedicated to delivering real outcomes.

It’s often the small ideas and subtle adjustments that spark true transformation, and this mindset is deeply ingrained in our agency’s culture.

It’s big-agency expertise, but with the added care and dedication that your brand deserve.

strategic marketing • creative communications • superior service

We’re always ready to pivot, ensuring your brand remains positioned for success, without compromising on creativity and quality.

A taste of client feedback...

I love working with TD! You are very professional and efficient! One of the best agencies I have ever worked with (and I have an agency background therefore can be picky).

Thank you for all your hard work and efforts.

TD showed excellent prioritisation, time management and resource management skills to deliver top quality strategy and creative under pressured conditions, including time restrictions and changing scope.

TD, you have gone above and beyond in the seven months that I have been here.

I really appreciate all the effort that you guys put in to every request, no matter how insane.

STAEDTLER Australia

NSW Government

Waterpik Australia

strategic marketing • creative communications • superior service

Sip-worthy successes ts h g i l h g i H t c e j o r P

XPRESSFIT Sub-brand Logo The brief Develop a distinctive sub-brand identity for SpoutTek, a world-first retractable pull-out wall spout within the XpressFit range.

The strategy We created a contemporary sub-brand identity that captured the product’s innovative technology through a clean, modern and highly recognisable logo.

The typography was enhanced with a subtle visual device, integrating the product’s pull-out tap functionality directly into the letterform to create a memorable brand asset without compromising clarity or versatility.

The identity was designed to balance premium aesthetics with technical credibility, ensuring it could be confidently applied across product packaging, marketing collateral, digital channels, retail environments and future product extensions while reinforcing the innovation-led positioning of the XpressFit range.

The results •

Created a distinctive sub-brand identity for a world-first tapware innovation.

•

Elevated the product through a contemporary, premium and design-led visual identity.

•

Reinforced XpressFit’s position as an innovation leader within the tapware category.

•

Delivered a versatile logo system suitable across packaging, retail, digital and marketing applications.

strategic marketing • creative communications • superior service

Suprema Tapware Branding and Collateral The brief Develop a refreshed suite of marketing collateral that repositions Suprema as an innovative leader in premium tapware and accessories.

The strategy We created a cohesive range of contemporary sales and marketing collateral that reflected the premium quality and innovative design of the Suprema and XpressFit brands.

Every asset was designed to balance technical information with aspirational lifestyle imagery, creating an immersive brand experience that was both visually engaging and commercially effective. This included: • • • •

Premium product guide.

Product brochures and flyers.

Retail and showroom signage.

Brand templates and supporting collateral.

The creative direction combined clean layouts, sophisticated typography and premium photography to reinforce Suprema’s position as a leader in innovative, design-led tapware while making product features and patented technologies simple to navigate.

The results •

Created a scalable creative platform to support future product launches and ongoing marketing activity.

•

Strengthened brand consistency across retail, trade and customer touchpoints.

•

Delivered a contemporary suite of marketing collateral that elevated the brand’s market presence.

strategic marketing • creative communications • superior service

Sydney Home Design Centre Branding and Marketing Program The brief Development of a comprehensive brand refresh and new visual identity, followed by the management of an integrated marketing strategy and program.

The strategy To reposition Sydney Home Design Centre (formerly JBH Design Centre) as the leading destination for interior home renovations, we implemented a comprehensive rebrand.

This included: • • • •

Branding and visual identity kit.

Stationery suite and sales collateral.

Website - sydneyhdc.com.

In-store and external signage.

Following the rebrand, we strategically executed and continue to manage a marketing program designed to reinforce the brand’s authority in market and drive customer engagement and sales. This includes: • • • • • •

Organic social media.

Paid social media.

Email marketing program.

‘CREATE’ Magazine (print and digital).

Event collateral and marketing (e.g: Sydney Expo).

In-store events.

The results • • • • •

Sales spikes at key marketing moments.

652% growth in organic social media followers.

20% increase in organic social media engagement.

32%+ average email open rate.

Approx. 4,000 magazine readership after 2nd edition.

strategic marketing • creative communications • superior service

Australian Wood Industries Brand and Marketing Program The brief Support the launch and accelerate growth of Australian Wood Industries, strengthening its market positioning and driving demand across trade and architectural audiences.

The strategy TD partnered with Australian Wood Industries to revitalise both the master brand and specialist architectural timber sub-brand, ASTUTE, creating a stronger platform for growth and better alignment with their premium market positioning.

Our scope then extended beyond brand identity development to include messaging, website design, sales collateral, retailer materials and technical literature, ensuring a consistent and compelling customer experience across every touchpoint.

Today, we continue to lead their brand and marketing program, delivering strategic marketing activity across: social media, digital advertising, email marketing, reseller support, sales and events.

The results •

Incremental sales growth since the commencement of marketing activity.

•

60% increase in website traffic compared to the period prior to TD management.

•

43% growth in organic social media followers.

•

870% increase in organic social media engagement.

•

32% average email open rate.

•

Sydney Build Expo award for best stand (2025 and 2026).

strategic marketing • creative communications • superior service

Johnson Bros Mitre 10 Marketing Program The brief Elevate Johnson Bros Mitre 10’s brand presence across social, digital and in-store channels to drive customer engagement, increase foot traffic and boost sales.

The strategy TD delivers an integrated, full-funnel marketing program spanning organic social media, targeted paid media bursts, email marketing, and in-store promotion via digital screens and point-of-sale.

Organic social media forms the core of the program, driven by a strategic content calendar aligned to seasonal demand, retail promotions and in-store events. Content blends DIY education, product highlights, staff profiles and community storytelling to build relevance and drive engagement.

Paid media is deployed in strategic bursts to amplify key promotional periods, while email marketing drives frequency and conversion. In-store digital screens and point-of-sale then reinforce messaging at the point of purchase, ensuring a consistent experience across the customer journey.

The results •

Year-on-year sales growth since the commencement of marketing activity.

• • • •

18% growth in organic social media followers.

123% increase in organic social media engagement.

45% average email open rate.

Winner of Independent Hardware Group ‘Australian large-format store 2026’ (marketing forms part of evaluation).

strategic marketing • creative communications • superior service

TuffPlans Australia Brand Relaunch & Marketing Program The brief Under new ownership, support the relaunch of TuffPlans into the Australian market and drive sales uplift.

The strategy To help drive visibility in the local market and support the launch, we conducted a comprehensive brand refresh including: • • • • •

Refreshed visual identity.

Brand stationery and templates.

Reseller sales detailer and in-store collateral.

Website refresh and integration of e-commerce.

Reseller marketing toolkit.

This is supported by a dual-growth strategy, both empowering brand resellers through structured onboarding and ongoing support, and driving sales through direct-to-consumer channels including: • • • •

Organic social media program.

Paid media bursts. eDM program (resellers and consumer variations).

Events.

The results •

410% growth in organic social media followers.

•

3,080% increase in organic social media engagement.

•

37% average email open rate.

•

Diversification of product range.

strategic marketing • creative communications • superior service

Church & Dwight - Waterpik Professional Marketing Program The brief Launch Waterpik into dental practices nationally to drive professional trial, endorsement, and recommendation to patients, ultimately supporting long-term sales growth.

The strategy We developed and continue to deliver an integrated B2B marketing program engaging dental professionals across key touchpoints, building awareness, education and trial through an always-on, multi-channel approach. The key program initiatives include: • • • • • • • •

Waterpik professional sales team (managed by TD).

Waterpik e-commerce website (managed by TD).

Organic and paid social media program.

Professional media (digital and print).

Patient education materials and promotions.

Exhibitions and industry events.

In-practice advertising.

Key opinion leader program.

The results • • • • • •

Achieved year-on-year brand growth since TD’s appointment (2018).

Over 40% of Dental Practices Australia-wide currently recommending Waterpik.

Over 65% uptake on professional product trial offers.

292% growth in organic social media followers.

1,942% increase in organic social media engagement.

Built a comprehensive dental professional database to help drive ongoing, targeted communications and sales.

strategic marketing • creative communications • superior service

Church & Dwight - Waterpik Sonic Fusion Product Launch The brief Launch the new Waterpik Sonic-Fusion® to dental professionals nationwide, driving awareness, trial and professional recommendation of this innovative product category.

The strategy We led an integrated B2B launch program designed to rapidly educate, engage and convert dental professionals, leveraging our deep channel expertise, established industry relationships and targeted professional database.

To maximise reach and adoption, we delivered a coordinated multi-channel campaign supported by a comprehensive suite of launch communications and sales enablement materials. Key touchpoints included: •

Organic and paid social media.

•

Targeted direct mail.

•

Email marketing.

•

Professional journal advertising.

•

In-practice face-to-face detailing via TD’s dedicated professional sales team.

•

Industry exhibitions and events.

•

E-commerce site takeover and direct-to-practice purchasing.

The results •

Exceeded launch sales forecasts (comprehensive campaign results available on request).

strategic marketing • creative communications • superior service

Nature’s Care ‘Healthy Care’ Chemist Warehouse Consumer Promotion

WIN $20,000 & a h me styling session*

with

Kyal+Kara

The brief Develop a promotion to encourage purchase of the Healthy Care range throughout Chemist Warehouse stores Nationally.

The strategy TD developed and delivered a fully integrated national promotion featuring Healthy Care brand ambassadors, Kyal and Kara from The Block, leveraging their broad consumer appeal to drive engagement through a “Win $20,000 + Home Styling Session” campaign.

We managed the campaign end-to-end, including: •

strategy

•

creative development

•

digital and social media advertising

•

trade communications

•

in-store activations (Chemist Warehouse)

•

retailer engagement

•

regulatory compliance and performance reporting.

The results •

Exceeded campaign sales forecasts (comprehensive campaign results available on request).

strategic marketing • creative communications • superior service

Always read the label. Follow the directions for use. Vitamin & Mineral Supplements may only be of assistance if dietary intake is inadequate.

Spend $20 or more on Healthy Care products and enter for your chance to win.

Enter here *Spend must be in a single transaction.

Conditions apply, see www.chemistwarehouse. com.au/competitions/healthy-care-win-20k Open to AU res. 18+. Ends: 11:59pm AEDST 12/12/20. Limit 1 entry per transaction.

Retain receipt/s. Permits: NSW TP/00342 ACT TP20/01284 SA T20/1147.

Live Virtual Presentation

Oral-B iO Power Toothbrush Professional Product Launch The brief Develop, manage and executeLaunch a virtual launch Pack for Oral-B’s new iO power toothbrush to create industry buzz and educate key dental influencers to recommend to their patients.

The strategy TD developed an engaging launch campaign strategy encompassing the following elements.

• • • • • •

3 live virtual launch events via dedicated brand event microsite.

Hosted by selected industry key opinion leaders.

100 dental industry professionals and media in attendance (Australia-wide).

Product launch and detailing of key features and clinical benefits to assist with patient recommendation.

Premium launch kits distributed to attendees prior to their registered event (products, gifting, snacks).

Launch kits locked with code which was revealed at session to drive hype and event attendance.

ORAL-B iO

EDMs

The results •

100% invitee attendance.

•

98% of attendees confirmed they are likely to EVENT recommend the product to their patients.

INSTRUCTIONS Earned media through PR coverage, professional product reviews and industry publication news articles.

•

TEASER

strategic marketing • creative communications • superior service

EVENT SNACKS & ORAL-B PRODUCT PACK INVITE

CODE REVEAL/SESSION LINK

STAEDTLER Australia Digital Marketing Campaigns The brief Manage STAEDTLER’s digital marketing program, showcasing products, benefits and innovations while driving engagement at key purchase moments throughout the year.

The strategy TD developed and delivered a digital marketing program spanning email marketing, social media and paid digital media to strengthen brand engagement and support sales activity throughout the customer journey.

Guided by an annual strategy aligned to product launches, retail promotions, back-to-school periods and seasonal demand cycles, the program ensured consistent, relevant and timely communication with key audiences.

Content was strategically planned to educate consumers, highlight product innovation and reinforce brand value, while paid media was used to amplify high-performing content and maximise reach during priority campaign periods.

Regular performance analysis and optimisation enabled continual refinement of content, targeting and channel activity, ensuring stronger engagement and improved campaign effectiveness over time.

The results •

Increased eDM open rates by 28% across the year.

•

Paid campaign amplification drove 19% additional reach and engagement on top-performing content

•

Optimisations improved campaign performance, resulting in higher conversions quarter-on-quarter.

strategic marketing • creative communications • superior service

TheraBreath Professional Sampling Campaign The brief TheraBreath, newly acquired by Church & Dwight Australia, enlisted TD’s expertise to introduce the brand to the professional dental channel.

The strategy Leveraging TD’s robust dental professional database, we implemented an engaging sampling activation aimed at encouraging dental professionals to trial and recommend TheraBreath to their patients.

To ensure targeted and meaningful sampling, dental professionals were required to opt-in and request samples through a dedicated microsite. Each request was verified against our dental database before dispatching the samples in a visually appealing TheraBreath kit, designed to create a memorable unboxing experience.

The samples were complemented by professional collateral, including a product detailer and recommendation pad, empowering dental professionals to confidently recommend TheraBreath to their patients and enhancing the overall impact of the campaign.

The results •

Distribution of 40,000 samples directly to engaged target audience.

•

Brand achieved forecasted sales KPIs for year 1.

•

Approval of phase 2 professional sampling activity.

strategic marketing • creative communications • superior service

But...

There is no one-size-fits-all formula for success.

We understand the most effective solutions are those built around your objectives, audiences, challenges and budget. Our role is to understand what success looks like for your organisation and develop a tailored approach that delivers the greatest impact, value and return on investment.

strategic marketing • creative communications • superior service

How can we help?

Challenges & Support?

Questions & Feedback?

Next Steps

Additional case studies

Brisbane City Council Metro Campaign The brief Introduce a new transport solution, Brisbane Metro, and educate residents on how the Metro will benefit all of Brisbane as part of a greater transport network.

The strategy TD executed a creative communication campaign, leveraging the existing Mobility narrative to continue to build on Council’s transport story and momentum.

A campaign tagline, ‘Get to know Brisbane Metro’ was introduced, supported by a suite of devices highlighting the Metro solution’s key benefits.

The hero creative asset visually communicated the greater transport network and how this linked in with the suburban bus and train services.

The campaign went to market with: • • • • • •

30”, 15” and 6” animated videos (pushed both online and outdoor) Station takeovers Print advertisements Billboards Transit Animated shopping centre panels.

The results • •

400% increase in traffic to the webpage at launch 194k (15sec) and 223k (30sec) video views on YouTube.

strategic marketing • creative communications • superior service

Great Barrier Reef Foundation Awareness Campaign The brief Shift audience views from a place of low awareness and low perceived impact, to high awareness and high perceived impact.

The strategy Leveraging comprehensive brand and audience insights, TD developed a cost-effective campaign and creative strategy that focused on delivering the right information, at the right time and in the right place.

A balance of emotive and informative storytelling and visuals were used to communicate a complex, detailed story in a way that was meaningful and engaging. The Foundation’s key Reef-saving projects were at the forefront of the campaign, demonstrating progress and underpinning hope for the Reef’s future. TD delivered: • • • • • • •

Communication and creative strategy 10 x 15” and 30” impact videos 2-minute board campaign video Digital advertising display suites Social media assets Press advertisements Retail Digital Boards

The results • • •

5.7% increase in Foundation’s reputation.

8% increase in brand advocacy and favourability.

5,932,156 campaign reach.

strategic marketing • creative communications • superior service

Ralph Lauren Big Pony Fragrance Activation The brief Drive sales of Ralph Lauren’s Men’s Big Pony Fragrance Collection.

The strategy TD crafted an immersive brand activation to coincide with the launch of their four new fragrance SKUs, designed to generate excitement and drive sales.

TD orchestrated a dynamic two-day activation in which carefully chosen brand ambassadors toured Sydney in branded Mini Coopers, distributing fragrance samples at high-traffic locations.

The activation was strategically timed to align with flagship store launches, and event footage was captured and amplified across social media and owned channels to maximise reach and engagement.

TD managed all aspects of the activation, from ideation and creative, through to planning, logistics and execution.

The results •

Distribution of over 15,000 fragrance samples.

•

Significant sales increases in stores near sampling locations.

•

Activation used as the benchmark for the collection’s launch globally.

strategic marketing • creative communications • superior service

Dettol Healthy Habits Primary School Program The brief Drive Dettol brand awareness and deliver education that encourages families to be healthy and hygienic.

The strategy Leveraging our primary schools database, TD launched the ‘Healthy Habits’ Primary School Program. Schools had the opportunity to register in the Program and receive a comprehensive curriculum-aligned Teachers Resource Kit and Dettol product samples.

The deliverables: • • • • • • •

Interactive curriculum-aligned student activities Teacher lesson plans Classroom posters Healthy Habits rewards charts Parent information booklets Ongoing eDM communications with additional related content and activities Dettol sample kit to help reinforce the Program learnings in the classroom.

The results •

Over 40% of Australian primary schools registered for the Program, actively requesting Dettol branded materials and samples.

strategic marketing • creative communications • superior service

Berrigan Shire Council Council Rebrand & Collateral The brief Develop a refreshed brand for Council, a brand that has remained untouched for over 20 years. The key objective was to ensure that the refreshed brand would both pay homage to the region’s rich history, whilst also bringing it into the future.

The strategy To gain a clear understanding of Berrigan Shire, TD conducted a brand audit, Council SWOT, stakeholder consultations, and a competitor review. This research revealed four key regional attributes: lifestyle, the Murray River, agriculture, and landscape. These insights shaped the brand refresh, with creative elements reflecting these themes, resulting in a vibrant evolution aligned with the Council’s and community’s current vision and values.

The deliverables included: • • • • • • • • •

Refreshed brand logo suite.

Brand guidelines.

Stationery suite and templates.

Publications.

Social media templates.

Brand collateral.

Signage.

Videos.

Strategic Plans and Reports.

strategic marketing • creative communications • superior service

GreenPower Collateral and Assets The brief Deliver a suite of GreenPower communications that clearly explain a complex offering, while strengthening brand consistency across all touchpoints.

The strategy TD built on our deep familiarity with the GreenPower brand to create a cohesive, scalable system of assets that works hard across multiple environments. The focus was clarity, accessibility and visual impact, ensuring information was not just accurate, but genuinely easy to understand and engage with.

Complex concepts were translated into clear, visually led storytelling through the considered use of iconography, data visualisation and infographics. Every asset was designed to feel distinctly GreenPower, while remaining flexible enough to perform across platforms and audiences.

The suite of deliverables included: •

LinkedIn template suite for consistent, on-brand social communications.

•

Corporate and residential fact sheets designed for clarity and accessibility.

•

Website assets, delivered with a mobile-first mindset and desktop optimisation.

•

Branded Microsoft Teams backgrounds to support internal and external engagement.

strategic marketing • creative communications • superior service

EnergyCo Explainer Video Series The brief Educate key stakeholders and communities on EnergyCo’s role in maximising the opportunities created by the transformation of the NSW electricity system by coordinating investment in Renewable Energy Zones (REZs) across the State.

The strategy To effectively communicate EnergyCo’s intricate role in a manner that was both straightforward and captivating for our audience, video, a compelling storytelling medium, was strategically selected.

TD adopted an illustrative creative style, aligned to NSW Government’s brand guidelines. This approach allowed us to meticulously craft scenes that authentically depicted the diverse NSW locations, services, and communities required.

During the production phase, we leveraged animation to enhance the creative impact of selected assets. This not only elevated the overall visual appeal but also served to draw the audience’s attention to specific narrative focal points. We complemented this with the inclusion of key messages, music, and a professional voiceover, all of which were seamlessly integrated to further bolster audience comprehension and ensure compliance with accessibility standards.

The video was distributed on EnergyCo’s website, social channels and used as an education tool ongoing.

strategic marketing • creative communications • superior service

NSW Government Business Connect Digital Campaign The brief Continue to drive preference of NSW Government’s Business Connect Program and increase quality leads.

The strategy Leveraging the existing Business Connect visual style and previous creative templates developed by TD, we executed a digital-led campaign focused on driving preference of the Program’s specific services and offerings including: •

Independent, tailored business advice.

•

Events and webinars.

•

Practical small business resources.

The campaign was executed across the following digital platforms for English and CaLD audiences, with performance monitored and optimised to better performing creative to deliver the best return on investment and results.

•

Social (Facebook and Instagram)

•

WeChat

•

Digital native

strategic marketing • creative communications • superior service

u o y k an Th For more information sam@tdirections.com.au (02) 9998 5333 tdirections.com.au