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Case Study – AFS Group

How we helped the AFS Group and Matty Harrison to build a brand-consistent marketing strategy that converts event managers into clients.

Maxys Digital Strategy & Virtual Production for the AFS Group and The Matty Harrison Show

Australian Fashion Week’s Natalie Xenita on the Marry Harrison Show

Brief

Objective: Small Business Growth with a Strong Digital Strategy Increase your online visibility and reach more customers with a comprehensive digital strategy.

Australian Frontline Solutions Group (AFS Group) is a well-established company that has been providing security, training, tourism, events, and compliance services for over 31 years. AFS Group takes pride in providing its customers with a unique and personalized service and ensuring their satisfaction at all times. With its extensive industry experience, AFS Group is able to offer tailored services across different industries and maintain its focus on security and safety.

Maxys was tasked with creating a cost-effective and scalable marketing plan for AFS Group. Given the tight budget constraints, a digital strategy was developed that would combine the five divisions of the AFS brand into a consistent visitor experience. The strategy leveraged the network and connections of Matt Harrison, CEO of AFS Group, who has over 3,500 connections on LinkedIn.

LinkedIn Live Show

The first aspect of the digital strategy was to create a monthly LinkedIn livestream show targeted at event industry leaders and decision-makers. The show, called The Matty Harrison Show, was designed to showcase Matt’s knowledge and expertise in the industry and provide unique content and experiences for AFS Group’s target audience. The show was later made available as a YouTube VLOG on the AFS website for even wider audience reach.

YouTube VLOG

The Matty Harrison Show was filmed in a virtual town called Hollytown, which was created in Unreal Engine using low polly digital assets by Maxys. The virtual town was heavily branded with AFS and featured a studio where Matt conducted interviews with special guests from the events industry. Some of the guests included Natalie Xenita from IMG and Belinda Clarke from the Restaurant & Catering Industry Association.

To maximize the impact of the show, Maxys created derivatives of the video content for social media and email direct marketing (EDM). The video content and its transcriptions were added to the AFS website for search engine optimization (SEO) indexing and social media amplification.

EDM (Electonic Direct Mail)/ email newsletter

A monthly EDM was also sent out to over 5,000 customers through Mailchimp, providing links to the latest episodes of The Matty Harrison Show, AFS services, the AFS shop, and AFS training courses. This helped drive traffic to the website and allowed customers to stay up-to-date with the latest offerings from AFS Group.

Results

The Matty Harrison Show and the digital strategy developed by Maxys have been successful in creating unique content and experiences for AFS Group’s target audience. The LinkedIn livestream show and YouTube VLOG have helped increase brand awareness and reach a wider audience, while the monthly EDMs have driven traffic to the website and generated sales.

However, the show and digital strategy were put on hold in August 2022 due to external events at AFS Group. The results of the show and digital strategy are currently under discussion for a relaunch, which would allow AFS Group to continue reaching its target audience and drive growth for the company.

In conclusion, Maxys has successfully created a cost-effective and scalable marketing plan for AFS Group through the use of LinkedIn, video content, derivatives for social media and EDM, and a virtual production in Unreal Engine. This strategy has helped increase brand awareness, reach a wider audience, and drive traffic to the website.


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