The Challenge
Operating within a highly competitive and fragmented trades industry, the challenge for this All Four Campaign, was not just visibility but relevance and authority. Tradify, a cloud-based job management software designed for trade and service businesses, needed to stand out to time-poor trade business owners and clearly articulate its value as a business-critical platform.
At the same time, it was critical to build credibility and trust through proof points, ensuring Tradify was seen as both an expert voice and a practical solution.
The Strategy
MediaCast developed a data-led PR strategy positioning Tradify as the authority on trade business performance. The Top-Earning Trades Report was the campaign’s central pillar to capture attention and build credibility within the sector.
The strategy focused on three key themes: which trades are earning the most, where demand is strongest based on win rates and how technology is driving improved business performance.
By combining competitive, highly shareable data with practical business insights, MediaCast created a narrative that resonated with time-poor tradies while also appealing to mainstream and business media.
The Execution
To maximise reach, we implemented a multi-layered media approach, targeting national news, business and trade publications, alongside specialist industry media to reach both broad Aussie consumers and a highly engaged trade audience.
A data-driven media release reframed key data points, such as top-earning trades and quote win rates, to create a competitive hook for media interest. To drive lead generation, we developed a downloadable infographic and directed both journalists and the public to access the full report via a gated link on the Tradify website, enabling email capture and high-quality lead generation.
The campaign positioned Tradify and its CEO as credible, expert voices, supporting by anonymised data and real testimonials. We integrated storytelling throughout the campaign, using customer examples to show the tangible impact of job management software on revenue and efficiency. Additionally, the team strategically used an Audio News Release (ANR) to scale reach efficiently across national and regional radio network.
The Outcome
The campaign achieved national reach across all four media formats, headlined by a standout interview with Tradify’s CEO on Weekend Today and regional TV coverage via Win News.
Print and digital success centred on a major feature across 20 News Corp titles, including the Herald Sun, Daily Telegraph, and Courier Mail, followed by 12 additional online features. Yahoo! Australia also humanised the data through a case study on a Tradify user’s move to self-employment.
Specialist industry depth was achieved with coverage in Aus Biz, Build-It, Electrical Connection, and Inside Small Business. This was amplified by a massive radio footprint across 2GB, 3AW, 4BC, and the ABC Regional networks, alongside Air News reaching 65 community stations nationwide.
Beyond the headlines, the campaign acted as a powerful lead-generation engine. By gating the report, we converted media interest into a substantial pool of new industry contacts, reinforcing Tradify’s authority while shortening the sales journey with warm, high-intent leads.