Who
Austasia Animal Products
Where
Australia
What
Austasia Animal Products supports livestock industries in Australia and New Zealand by supplying high-quality, evidence-based probiotics essential for health, growth, and protein synthesis in production animals.
Specifications
Austasia Animal Products reached out to CoBright looking for an agricultural marketing partner. With a successful partnership developed they also invested in a website rebuild. Over time, CoBright has developed long term, measurable tools to grow the brand, engage with industry, and evaluate the effectiveness of marketing campaigns.
The Challenge
Marketing: With business growing at a rate of knots, Austasia’s staff were becoming overwhelmed with the demands of graphic design, marketing collateral and social media management. Austasia came to CoBright in search of a marketing agency specialising in the agricultural industry.
Our team is positioned to advise, strategise, and implement effective marketing strategies, backed with working knowledge and connections to the ag industry .
CoBright’s existing relationship with Riverina Stockfeeds and other ag-centric businesses helped Austasia make the choice to partner with us for their marketing efforts.
Website: Austasia was setting the benchmark for animal nutrition and health, but their industry-leading work was not represented by their existing website. Their online presence was hindered by several issues:
Outdated Design and Extensions – Visually, the design of the website needed a rethink to help customers build brand recognition. Structurally, the site’s WordPress extensions were outdated to the point of risking the entire site crashing if updates were attempted.
Poor Website Structure – The site was structured poorly, making expansion difficult and complicated. Over time, short term solutions had been put in place but on a foundational level, the problems were unresolved.
Inability to Track Analytics – The site was unable to support website tracking extensions, ruling out any capacity for smart URLs or campaign analytics.
As CoBright were managing Austasia’s marketing, it was a natural step for our team to take on the project of building a new website to better represent Austasia’s brand and business.
The Solution
Marketing: Austasia Animal Products partnered with CoBright to develop and implement a tailored marketing and communications strategy. This strategy supports the product range within beef feedlotting, diversifies into dairy, poultry and sheep feedlotting, and expands market penetration into beef feedlots and feed millers.
This marketing plan consisted of a range of components, all contributing to Austasia’ presence within the agricultural space:
Generating and distributing content
Graphic design
Social media management
Event coordination
Digital marketing strategy
Google Ads
Logo design
Customer stories
Website: CoBright continued working with Austasia Animal Products to overhaul their website, bringing a current representation of their achievements to their digital image.
The site was restructured for better user experience and future-proofing, alongside a product page with advanced filtering options. CoBright also developed SEO-optimised landing pages to drive organic traffic.
Responsive diagrams and a blog section were integrated to highlight product benefits and improve SEO. Professional videography, still in progress, will further enhance visual appeal and engagement.
A blog section was added to enhance SEO and provide valuable content to Austasia’s audience. The new design allowed for tracking of campaigns and web traffic, enabling CoBright to continue implementing smarter marketing strategies.
The Outcome
Marketing: CoBright’s experience in the agricultural marketing space has helped Austasia refine its digital presence and better represent the brand across a range of marketing efforts.
By delivering engaging, consistent and purposeful content, Austasia has grown its reach to new customers while nurturing relationships with its existing customers.
CoBright’s partnership has enabled Austasia to deliver consistent marketing material through social media, web updates, email marketing, merchandise, and a new logo.
Website: Austasia’s industry-leading status and approachable reputation is now reflected by its new website. CoBright incorporated a standout feature in custom-designed clickable animals, which help customers identify the benefits of each Austasia product. Other key outcomes include:
Design Elements – Enhanced visual appeal through dynamic animations, building user engagement with different aspects of the brand and its products
Increased Traffic and Engagement – SEO-optimised landing pages and blog content drive organic traffic to the site, increasing user engagement.
Enhanced UX – Restructuring of the site and product filtering options have made it easier for visitors to browse and learn about products.
Effective Campaign Tracking – With analytics tracking in place, Austasia can now accurately monitor their marketing efforts and campaign performance.
Scalability – The future-proofed website structure allows for easy updates and expansions, ensuring Austasia's digital presence can grow alongside the business
CoBright’s comprehensive website overhaul for Austasia Animal Products addressed the existing issues and set the site up for future success. By enhancing UX, incorporating SEO strategies, and enabling effective campaign tracking, we delivered a website that truly matches the calibre of Austasia’s business.
"Our team at CoBright are an integrated part of our business and is definitely what we, as a company, needed to promote us in the marketplace and step up our game. The weekly meetings are always great face-to-face meeting to work out strategies and campaign promotions that continue to challenge us as a company. All written material and artwork for promotional items are very professionally presented."
– Paul Lloyd, National Marketing Manager, Austasia Animal Products
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