Midland IrrigationMulti-Channel Marketing for a Trusted Irrigation Brand

Boosting Brand Awareness in a Competitive Market

With over 40 years of experience serving Victoria’s agricultural industry, Midland Irrigation has built a strong reputation as a trusted irrigation specialist. However, they needed to expand their reach beyond their established customer base and build stronger brand awareness across regional Victoria’s farming communities to support continued growth. Operating in a competitive market, Midland required a strategic approach to leverage its decades of expertise and cut through the noise, effectively communicating its extensive product range and expert service capabilities to new agricultural operations throughout the region and ensuring they remained a leader within the industry.

Project Details

Services

Sectors

Agriculture

Channels

Services Provided

Admedia developed a comprehensive multi-channel marketing strategy that positioned Midland Irrigation as a leading name in regional Victoria’s agricultural sector. By integrating targeted digital advertising, engaging social media content and strategic media buying, we created a cohesive brand presence that resonated with farmers and agricultural businesses. The result was increased brand visibility across key regional markets and improved customer engagement. This made it easier for potential clients to discover Midland’s extensive irrigation solutions and connect with their expert team. Ultimately, the campaign ensured Midland Irrigation’s expertise reached a wider audience and strengthened its standing within the regional farming community.

What We Delivered

Digital Marketing

Our targeted digital marketing campaign delivered impressive results across multiple platforms. Through strategic Meta advertising, we achieved a consistent monthly reach of 50,000 to 80,000 users throughout regional Victoria, putting Midland Irrigation in front of thousands of potential customers and increasing overall brand visibility. Complementing this reach, our Google Search Ads campaigns generated over 2,000 high-intent clicks across 3 months, achieving a strong click-through rate and driving qualified traffic from customers actively searching for irrigation solutions, thereby connecting them directly with Midland’s expertise and improving conversion opportunities.

Media Buying

We arranged media buying on a monthly basis to ensure variation and the best possible return on investment. This flexible approach allowed us to adapt quickly to market conditions and audience behaviour, ensuring campaigns remained relevant and effective. Over the course of the last 12 months, media has been placed across all of the following platforms and mediums:

Free TV: 7 Network, 9 Network & 10 Network
Radio: Triple M Stations, ACE Network & ARN Network
Playback/Streaming: 7Plus, 9Now & Kayo
Outdoor: Buses & Billboards

With Admedia continually adjusting and refining the chosen platforms and mediums, we have consistently achieved a 70% return on investment on top of the original spend, while maintaining an always-on presence that keeps the brand front of mind throughout the year.

Social Media Management

We established a consistent and engaging social media presence that kept Midland Irrigation top-of-mind with their audience. Through regular, strategic content showcasing their products, expertise, and industry insights, we significantly improved engagement rates across their platforms. This continuous online presence strengthened customer relationships, built community trust, and positioned Midland as an active and accessible resource for Victoria’s regional agricultural community. The increased interaction also helped reinforce Midland’s role as a knowledgeable leader within the industry. By maintaining a reliable and authentic digital voice, we ensured their brand remained relevant and connected to the needs of local farmers.