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Westfill Group

Full marketing and communication strategy, and execution

Building a unified digital presence for a mining group and it’s diverse subsidiary companies.

Managed Marketing Services
Marketing Strategy
Public Relations
Brand Building
Social Media Marketing
Web Design
WordPress Web Development
Photography
Videography
Copywriting
Overview

Westfill Group, a leading conglomerate in the underground mining and industrial services sector, consisting of multiple subsidiaries spanning mining solutions, software, recruitment and industrial products.

Despite a strong industry reputation, Westfill faced challenges in creating a unified digital presence. Each subsidiary operated with fragmented branding, inconsistent online visibility, and limited engagement across digital channels.

They needed a partner who could consolidate their digital strategy, attract top-tier mining talent, strengthen client connections and position Westfill as a leader across all aspects of mining services.

Challenge

When PWD partnered with Westfill, several key obstacles stood in the way:

  • Fragmented presence: Despite their established reputation from past clients, they faced challenges in promoting their brand to new clients, as well as rebranding as a full service company.
  • Low engagement: Limited visibility and brand awareness on social channels.
  • Talent competition: Recruiting skilled mining professionals online was proving difficult.
  • Event activation: Westfill wanted to maximise visibility at mining conferences and trade shows but lacked structured promotion.

Without addressing these gaps, Westfill risked under-leveraging its brand equity and missing growth opportunities.

The Strategy

Build a unified digital presence
  • Designed and launched modern, user-friendly websites for Westfill and its subsidiaries.
  • Prioritised SEO foundations and mobile responsiveness for long-term growth.
  • Ensured consistent branding while highlighting each subsidiary’s specialised services.
Social media and organic content
  • Created tailored content strategies for Westfill and its subsidiaries.
  • Published regular LinkedIn, Facebook, and Instagram posts to build visibility.
  • Engaged actively with audiences to nurture trust and strengthen relationships.
PR and thought leadership:
  • Secured media outreach in industry publications through tailored press releases.
  • Highlighted milestones, partnerships and project launches to reinforce authority.
Event Marketing & Coordination
  • Promoted Westfill’s participation in industry events through pre and post-event campaigns.
  • Designed booth assets, branded merchandise, and social promotions to maximise impact.
Recruitment campaigns
  • Ran targeted Meta Ads and LinkedIn campaigns to source skilled mining talent.
  • Developed a dedicated Vacancies page to centralise job listings and track applications more effectively.
  • Integrated JobAdder with the website, streamlining candidate management, improving lead tracking and reducing manual admin.
  • Executed targeted radio ads using strategic planning, geotargeting, and segmented audience profiles to reach skilled candidates in key mining regions.
  • These combined efforts simplified the hiring process, gave Westfill real-time visibility over recruitment performance and significantly increased the reach of their talent acquisition campaigns.
Ongoing marketing management
  • Deliver end-to-end content creation, campaign optimisation and reporting.
  • Produced video shoots and interview-style content to humanise the brand.
  • Maintained consistent messaging across subsidiaries while supporting unique brand identities.

Results

Digital visibility:

All subsidiaries now have a strong, consistent online presence.

Engagement:

Social and PR campaigns have lifted enquiries, project leads and partnerships.

Recruitment success:

Meta recruitment ads generated 700+ leads with a 70% success rate, filling critical roles.

Event visibility:

Strategic promotion boosted Westfill’s profile at mining industry conferences.

Streamlined marketing:

Consolidated digital efforts into one cohesive, scalable strategy.

Present a unified digital presence across all brands.
Confidently attract talent in a competitive sector.
Leverage digital channels to increase credibility and client engagement.
Promote events and milestones with higher visibility and stronger outcomes.

What’s next for PWD & Westfill

  • Continued marketing and PR management: PWD will continue to act as Westfill’s marketing department, executing strategies and pitching ideas to keep them ahead of the curve.
  • SEO: Execute tailored content strategies across subsidiaries to boost organic rankings.
  • Recruitment campaigns: Expand successful Meta and LinkedIn efforts to keep attracting talent.
  • Mine Talent platform: Develop a streamlined digital recruitment hub for candidates.
  • Google Ads: Launch high-intent campaigns to generate leads and awareness.
  • Targeted Meta Ads: Refine paid campaigns for each brand to strengthen audience engagement.

Next steps

Building on this momentum, PWD and Westfill will focus on:

  • SEO content strategies to drive long-term organic traffic across all subsidiaries.
  • Advanced recruitment campaigns with even more refined targeting.
  • Mine Talent platform development for streamlined job listings and candidate engagement.
  • Google Ads roll-out to capture high-intent mining service searches.
  • Targeted Meta Ads to deepen audience engagement and drive conversions.

The foundation is in place. The next phase is scale, sophistication, and continued growth across the mining sector.

PWD FOR MINING MARKETING

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