Your Digital Growth Partner

Meet 121 Group

Australia's specialist digital growth agency for service-based industries. 10+ years helping companies like yours build pipeline and brand.

Adam Ducquet

Managing Director

Kat Fremlin

Operations Manager

Steven Pythas

Head of SEO

Michael Potts

Head of SEM

Chris Castellano

Head of Social

Kate Lawrence

Head of Creative

Active Clients

Team Members

National Offices

Years in Business

Trusted by Industry Leaders

Certified Partners

“121 Group completely transformed our digital presence. Their understanding of the mining and construction sector is unmatched.”

Berg Engineering
B2B Industrial Services

“The team at 121 Group have been instrumental in our growth. They understand our industry and deliver real, measurable results.”

ForHealth Group
Healthcare Services

“Professional, strategic, and genuinely invested in our success. 121 Group is more than an agency — they're a growth partner.”

Central Innovation
Technology Solutions

Digital Growth Strategy

Build the Pipeline
GeoSurv Deserves.

A dual-stream LinkedIn-led strategy to generate qualified service enquiries and attract top talent for one of Australia's most established geospatial and utilities companies.

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Understanding

We've Listened. Here's What We Heard.

After speaking with your team, we understand GeoSurv is at a pivotal growth point. You've built a formidable operation over two decades — now it's time the market knows about it.

Untapped Market Position

With 21 years of delivery and 95% repeat business, GeoSurv has extraordinary credibility. But with only $1,500 spent on marketing in 6 years, the broader market doesn't know you exist. Your competitors are investing heavily in digital — it's time to catch up and overtake.

Vacuum Excavation Investment

You've made a multi-million dollar investment in 35-ton vacuum excavation trucks. The equipment is deployed and operational — but the pipeline needs building. Tier 1 and 2 contractors need to know this capability exists.

Talent Acquisition Challenge

The geospatial and utilities sector faces severe talent shortages. GeoSurv needs to position itself as an employer of choice — attracting senior surveyors, project managers, and skilled operators through proactive employer branding.

Six Divisions, One Brand

Surveying, Spatial & Digital, Subsurface Utilities, Asset Maintenance, Asset Investigations, and Access Solutions — each division is a growth engine. The market needs to understand the full breadth of your capability.

Josh's Brief

Josh Doyle wants LinkedIn-focused campaigns that build credibility and generate leads from Tier 1 & 2 contractors. He wants to see data-driven results, industry expertise, and a partner who understands complex B2B sales cycles.

Market Intelligence

Market Intelligence & Target Audience

Understanding the $4.2B Australian geospatial services market and where GeoSurv's opportunities lie.

$4.2B

Market Size (AUS)

$218B

Infrastructure Pipeline

7.2%

Annual Growth Rate

35%

Talent Shortage Gap

Infrastructure Boom

The Australian Government's $218B infrastructure pipeline (2024–2034) is driving unprecedented demand for geospatial, surveying, and utility services. Major projects like the Suburban Rail Loop, Cross River Rail, and Western Sydney Airport all require the services GeoSurv provides. This creates a sustained multi-year demand curve.

Digital Transformation

The sector is rapidly adopting 3D scanning, LiDAR, GPR, drone surveying, and BIM integration. Companies positioned as technology leaders capture premium contracts. GeoSurv's investment in cutting-edge equipment is a significant competitive advantage — but the market doesn't know about it yet.

Target Audiences

Tier 1 & 2 Contractors

Primary Revenue Target

Project managers & procurement leads
Companies like CPB, John Holland, ACCIONA
Need: Multi-discipline capability, compliance
Decision cycle: 3–6 months
Channel: LinkedIn, industry events

Government & Utilities

High-Value Long-Term

State & local government agencies
Water, gas, power utility companies
Need: Compliance, accuracy, reporting
Decision cycle: 6–12 months (panel)
Channel: SEO, tenders, LinkedIn

Talent & Recruits

Employer Branding Stream

Senior surveyors & project managers
University graduates (spatial sciences)
Experienced operators & technicians
Passive job seekers on LinkedIn
Channel: LinkedIn, Meta, Indeed

Traffic Intelligence

Competitor Intelligence

Real-world traffic data and audience insights — showing exactly where GeoSurv can capture market share.

Massive Untapped Digital Market

Your competitors are capturing thousands of monthly visitors that GeoSurv is missing. With $1,500 total marketing spend in 6 years, there is extraordinary first-mover advantage in organic and paid channels.

monthly visitors
you're not reaching

Monthly Website Traffic Comparison

Traffic Channel Breakdown

Veris dominates organic search with 8,200+ monthly visits — proving SEO investment works in geospatial

Cardno/Stantec invests heavily in paid search (2,100 visits/mo) — showing commercial intent keywords convert

Social media is underutilised across the sector — LinkedIn is barely tapped for B2B geospatial lead gen

GeoSurv currently captures <1% of competitor traffic — 100% growth potential across every channel

Competitive Capability Matrix

How GeoSurv compares across key digital dimensions

Capability	GeoSurv	Veris	Cardno/Stantec	Jacobs
Multi-Discipline Offering (6 divisions)	✔ Unique	● Partial	● Different	● Different
SEO / Organic Presence	✘ Minimal	✔ Strong	✔ Strong	✔ Strong
Paid Search (Google Ads)	✘ None	✔ Active	✔ Heavy	● Light
LinkedIn Content Strategy	✘ None	● Basic	✔ Active	✔ Active
Case Studies / Project Portfolio	✘ None Published	✔ Extensive	✔ Extensive	✔ Extensive
Owner-Operator / Agility	✔ Key Advantage	● Corporate	✘ Enterprise	✘ Global Corp
Recruitment / Employer Brand	✘ None	● Basic	✔ Strong	✔ Very Strong

Service Capability Comparison

GeoSurv offers the broadest service range of any competitor analysed

Capability	GeoSurv	Veris	Cardno/Stantec	McMahon Services
Surveying	✔ Full Suite	✔ Core	✔ Core	✖
3D Scanning / LiDAR	✔ Advanced	✔	✔	✖
Subsurface Utilities (SUE)	✔ Specialist	✔	● Limited	✖
Vacuum Excavation	✔ 35-ton Fleet	✖	✖	✔ Core
Asset Maintenance	✔ Full	✖	✖	✔
Drone / UAV	✔	✔	✔	✖
Access Solutions	✔ Specialist	✖	✖	● Basic
National Coverage	✔ Multi-state	✔ ASX Listed	✔ Global	● SA Focused
LinkedIn Followers	~6,000	~8,500	~25,000	~3,000
Active Digital Marketing	✖ Minimal	✔ Active	✔ Active	● Basic

Key Insight: GeoSurv has thebroadest service offeringof any competitor analysed — particularly in high-value niches like vacuum excavation, asset maintenance, and access solutions. The gap is purely indigital visibility. Veris (ASX-listed) has 7x more LinkedIn followers despite a narrower service offering. This represents a massive opportunity: GeoSurv can capture market share by simply making the market aware of capabilities it already possesses.

Website Audit

Website Audit & Quick Wins

Preliminary assessment of geosurv.com.au with immediate improvement opportunities.

geosurv.com.au

Overall Website Grade

0/100

Performance Score

38 Health Score

Issues Identified

⚠ 790KB page weight with 64 scripts — severely impacts load time and mobile experience
⚠ No H2 tags found — heading hierarchy missing, critical for SEO crawlability
⚠ Wix platform limitations — restricted technical SEO control, no server-side rendering
⚠ Meta description mentions only 4 disciplines — misses Vacuum Excavation and Access Services entirely
⚠ No dedicated landing pages for key services — all 6 divisions share a single scrolling page
⚠ No blog, no case studies, no project portfolio — zero content marketing foundation
⚠ Generic CTAs with no conversion tracking — impossible to measure lead generation effectiveness

Quick Wins

High Impact · Low Effort

Service-Specific Landing Pages

Create dedicated pages for each division (Survey, Utilities, Scanning, Access, Vacuum Excavation, Asset) with targeted keywords and unique CTAs. This alone could 3x organic visibility.

High Impact · Low Effort

Fix Meta & Heading Structure

Update meta descriptions to cover all 6 divisions. Add proper H1/H2/H3 hierarchy. Update page titles for each service to target location-specific keywords like "vacuum excavation Melbourne".

Medium Effort · High ROI

Project Showcase & Case Studies

Transform existing project photos into detailed case studies with client testimonials. 21 years of work = decades of proof points that competitors can't match. Essential for both SEO and sales credibility.

SEO Intelligence

Keyword opportunities worth thousands of monthly visits that GeoSurv is not capturing.

Top Keyword Opportunities by Monthly Search Volume

Priority Keywords & Estimated Opportunity

Keyword	Volume/mo	Difficulty	GeoSurv Rank	Opportunity
vacuum excavation Melbourne	480	Low	Not Ranking	★★★
land surveyor near me	2,400	Medium	Not Ranking	★★★
3D laser scanning services	720	Low	Not Ranking	★★★
utility locating services	590	Low	Not Ranking	★★★
surveying companies Melbourne	1,300	Medium	Not Ranking	★★
non destructive digging	390	Low	Not Ranking	★★★
height access equipment hire	880	Medium	Not Ranking	★★
geospatial survey Australia	260	Low	Not Ranking	★★★

Combined monthly search volume: 7,020+ — Currently capturing: 0

Strategy

Two Streams. One Unified Brand.

A dual-stream LinkedIn-led strategy that builds your service pipeline while simultaneously positioning GeoSurv as the employer of choice.

Stream 1

Service Pipeline Development

Targeted campaigns to generate qualified enquiries from Tier 1 & 2 contractors, government agencies, and developers across all 6 divisions.

LinkedIn Company Page Campaigns — Targeted thought leadership and project case studies to decision-makers

Google Ads — Search & Display — Capture high-intent keywords: vacuum excavation, utility locating, surveying services

SEO & Content Marketing — Build organic authority with division-specific landing pages and technical articles

LinkedIn Personal Branding — Position Josh Doyle and key leaders as industry voices through strategic posting

Target Outcomes (12 Months)

150+

Qualified Leads

5,000+

Monthly Visitors

10x

LinkedIn Growth

Stream 2

Talent Acquisition & Employer Brand

Position GeoSurv as the employer of choice to attract senior industry leaders, licensed surveyors, and skilled professionals in a competitive market.

Employee Spotlight Content — Feature team members, career progression stories, and company culture

Meta Recruitment Campaigns — Targeted ads to passive candidates in surveying, civil, and utilities sectors

LinkedIn Employer Branding — Showcase culture, equipment, career pathways, and industry impact

Careers Landing Page & Funnel — Dedicated careers hub with role-specific landing pages and direct application flow

Target Outcomes (12 Months)

50+

Qualified Applicants

-40%

Time to Hire

Application Rate

Channel Strategy

Platform-by-platform execution plan for maximum impact across both streams.

Primary Channel

The cornerstone of both streams. LinkedIn delivers the highest-quality B2B leads in the infrastructure sector and is the primary platform where senior talent discovers employers.

Company page growth + sponsored content targeting procurement managers, project directors, and civil engineers

Employee spotlight series, career content, and targeted InMail campaigns for passive candidates

Josh Doyle personal brand strategy — thought leadership posts 3x/week establishing industry authority

4–5 posts/week

Content Pillars

Four strategic content themes that tell GeoSurv's story across all channels.

Capability & Authority

Showcase the depth of GeoSurv's 6-division service offering, specialised equipment, and technical expertise. Position as the most capable provider in the market.

Equipment spotlightsTechnical deep-divesDivision features

People & Culture

Humanise the brand. Feature team members, career journeys, safety culture, and what makes GeoSurv a workplace people choose. Critical for employer branding.

Employee spotlightsDay in the lifeSafety stories

Project & Impact

Let the work speak. Feature landmark projects, client outcomes, and the real-world impact of GeoSurv's services across infrastructure and development.

Case studiesProject galleriesClient testimonials

Industry & Innovation

Own the conversation. Share insights on infrastructure trends, technology adoption, and regulatory changes. Positions GeoSurv as a thought leader, not just a service provider.

Industry commentaryTech adoptionRegulatory updates

Proof of Performance

We've Done This Before. In Your Industry.

Real results from construction, mining, and infrastructure clients who faced similar challenges to GeoSurv.

Mining Services · Brand & Digital Transformation

RJV Mining Services

RJV needed to modernise their brand and digital presence to compete for Tier 1 mining contracts. 121 Group delivered a complete brand refresh, new website, and integrated digital strategy — positioning them as a premium underground mining contractor.

+340%

Website Traffic

+280%

Lead Generation

Top 3

Google Rankings

Contact: rjv.com.au

Exploration Drilling · Brand Repositioning

JSW Australia

JSW Australia approached 121 Group to reposition their brand from a small drilling operator to a nationally recognised exploration drilling company. The new brand identity and digital presence has helped them win contracts across multiple states.

+420%

Organic Visibility

+200%

Quote Requests

National

Brand Reach

Contact: jswaustralia.com.au

Underground Mining · Recruitment Campaign

PYBAR Mining Services

PYBAR, one of Australia's largest underground mining contractors, partnered with 121 Group to solve critical talent shortages. We built a targeted Meta Ads recruitment campaign that dramatically reduced time-to-hire and cost-per-application.

-65%

Cost per Application

312

Qualified Applications

-40%

Time to Hire

Contact: pybar.com.au

Allied Healthcare · Meta Ads Recruitment

Partnered Health

Facing an industry-wide healthcare worker shortage, Partnered Health engaged 121 Group to build a Meta-led recruitment funnel. Our video-first campaign approach delivered applications at a fraction of traditional recruitment agency costs.

$12

Cost per Application

580+

Applications

4.2x

ROAS

Contact: partneredhealth.com.au

Underground Mining · Digital Advertising

Barminco

Barminco, a Perenti Group company and one of the world's largest underground mining contractors, partnered with 121 Group for digital advertising campaigns targeting both contract opportunities and talent acquisition across Australia and internationally.

+180%

Application Volume

$18

Cost per Lead

Global

Campaign Reach

Contact: barminco.com.au

KPIs & Measurement

Clear, measurable targets for both streams — reported monthly with full transparency.

Stream 1: Service Pipeline

KPI	Q1	Q2	Q3	Q4
Website Traffic	1,500	2,500	4,000	5,000+
LinkedIn Followers	2,000	4,000	7,500	12,000+
Qualified Leads	10	25	45	75+
Google Rankings (Top 10)	5	15	25	40+
Enquiry Rate	1.5%	2.5%	3.5%	4%+

Stream 2: Talent Acquisition

KPI	Q1	Q2	Q3	Q4
Applications	50	120	200	300+
Cost per Application	$35	$25	$18	$15
Qualified Candidates	8	18	30	50+
Time to Hire (days)	45	35	28	21
Employer Brand Score	Baseline	+25%	+50%	+100%

Monthly Reporting Framework

Every month you'll receive a comprehensive performance report covering all KPIs, campaign performance, spend analysis, and strategic recommendations. Reports are delivered in a live dashboard and presented in a monthly strategy call with your dedicated account team.

Forecast Trajectory

12-Month Growth Trajectory

A phased approach that builds foundation first, then accelerates. Each phase has clear deliverables and measurable outcomes.

Phase 1

Months 1–3

Foundation & Launch

Brand audit & positioning strategy finalised
LinkedIn company page optimised & content calendar launched
Google Ads campaigns live (vacuum excavation focus)
Website SEO technical audit & quick wins implemented
Meta Ads recruitment campaign framework built
Monthly reporting & analytics dashboard configured

Target: 1,500 monthly website visits • 10 qualified leads • 50 applications

Phase 2

Months 4–6

Acceleration

Content production scaling — video, project showcases, thought leadership
LinkedIn thought leadership program for senior leaders
SEO content strategy driving organic rankings
Google Ads expanded across all 6 service divisions
Employee advocacy program launched
Retargeting campaigns active across all channels

Target: 2,500 monthly visits • 25 qualified leads • 120 applications

Phase 3

Months 7–12

Scale & Dominance

Full-funnel marketing engine operating across all channels
GeoSurv recognised as industry thought leader on LinkedIn
SEO driving 40+ top-10 rankings for target keywords
Talent pipeline consistently delivering qualified candidates
Regional expansion campaigns (QLD, NSW, WA)
Strategic partnership & event marketing integration

Target: 5,000+ monthly visits • 75+ qualified leads • 300+ applications

Investment Options

Transparent, Scalable Pricing

Three tiers designed to match your ambition. All include full reporting, dedicated account management, and strategic consultation.

Foundation

$3,500/month

Establish your digital presence and begin building pipeline.

LinkedIn strategy & management
8 LinkedIn posts per month
Google Ads management (1 division)
Monthly SEO health report
Basic content creation
Monthly strategy call
Performance dashboard

+ Ad spend from $2,000/month

Recommended

Growth

$6,500/month

Dual-stream strategy for pipeline growth and talent acquisition.

Everything in Foundation, plus:
Dual-stream LinkedIn & Meta strategy
16 LinkedIn posts per month
Google Ads across 3 divisions
Meta Ads recruitment campaigns
SEO strategy & content optimisation
Video content production (2/month)
Thought leadership program
Fortnightly strategy calls
Competitor monitoring

+ Ad spend from $4,000/month

Scale

$8,500/month

Full-service marketing engine for market dominance.

Everything in Growth, plus:
All 6 divisions covered
24+ LinkedIn posts per month
Full Google Ads & SEO program
Advanced Meta recruitment funnels
4 videos per month
Employee advocacy program
Event & partnership marketing
Weekly strategy calls
Quarterly business reviews

+ Ad spend from $6,000/month

All Plans Include

Dedicated account manager • Monthly performance reports • Real-time analytics dashboard • Strategic consultation • Creative asset development • No lock-in contracts • 30-day notice period

Recommended Next Steps

Getting Started

A clear path from today's conversation to measurable results.

Strategy Alignment Call

Review this proposal together. Confirm strategic priorities, select investment tier, and align on target audience segments.

This Week

Brand & Asset Audit

Deep dive into your existing brand assets, photography, project portfolio, and team profiles to identify what we can leverage immediately.

Week 1

Content Strategy & Calendar

Develop the 90-day content calendar, draft initial posts, and establish approval workflow with your team.

Week 2

Campaign Setup

Configure Google Ads, LinkedIn, and Meta campaigns. Install tracking, set up conversion goals, and launch initial campaigns.

Week 2–3

Content Production

First batch of LinkedIn content live. Photography and video shoot scheduled. Thought leadership articles in production.

Week 3–4

First Performance Review

30-day check-in with initial campaign data, audience insights, and strategic optimisation recommendations.

Month 1

Quarterly Business Review

Comprehensive performance analysis with ROI metrics, competitive benchmarks, and strategic roadmap for Phase 2.

Month 3

Let's Discuss Further.

We'd love to walk you through this strategy in detail and tailor it to your priorities. Book a time that suits you.

Book a Strategy Session

Or reach out directly:

adam@121group.io • 0488 066 879