From Regional Innovator to National Industry Leader
In early 2023, WRL Engineering began a journey that started with a simple Ready Marketing Digital Health Check. What followed was a transformational partnership that propelled the Warren-based family business from a regional operator to a nationally recognised force in Australia’s agricultural manufacturing sector.
Key project highlights included…
Through strategic marketing, digital upgrades, and ongoing mentoring, WRL elevated its brand, and expanded its influence.
WRL achieved groundbreaking industry milestones including securing patents and Australian approvals that reshaped the grain storage landscape and cemented the business as a national industry leader.
Developed a modern website to effectively communicate WRL’s industry expertise and value.
BACKGROUND
WRL Engineering had been designing, manufacturing, and installing heavy-duty sealed grain sheds across NSW and QLD for more than 30 years. Despite their strong reputation, their digital presence didn’t reflect the quality or innovation of their work.
The business came to Ready Marketing with:
- A broken, underperforming website.
- Ad-hoc and inconsistent social media.
- Limited digital marketing strategy.
- A critical growth period underway.
Owner Jane Lefebvre recognised the need to shift from simply doing the work to strategically growing the business. Her decision to invest in a full website redevelopment and a marketing mentoring package became a key turning point.
OBJECTIVES
Together, Ready Marketing and WRL Engineering defined clear goals:
- Rebuild WRL’s digital foundation with a new, functioning, high-performing website.
- Strengthen brand visibility across multiple digital channels.
- Develop Jane’s marketing capability via consistent mentoring.
- Position WRL as a national leader in sealed grain shed innovation.
- Support major milestones including patent achievements and industry recognition.
STRATEGY & CONCEPT
Ready Marketing delivered a long-term, strategic approach designed to elevate both the business and its internal capability:
1. Website Rebuild & Digital Foundations
- Complete redevelopment of WRL’s broken site.
- Continuous updates and improvements.
- Integration with Google tools and analytics.
2. Marketing Mentoring & Capability Building
- Fortnightly marketing mentoring sessions.
- Guidance in planning, content creation, and campaign execution.
- Support in shifting from reactive to strategic marketing.
3. Digital Marketing
- Content drafting, scheduling, and publication support.
- Facebook and Google advertising support.
- Graphic design for traditional and digital materials.
- Development of new marketing collateral including case studies, media releases, feature portfolios and PR support.
4. Platform Expansion
- Established WRL’s YouTube channel.
- Created a LinkedIn presence.
5. Strategic Support for Industry Milestones
Ready Marketing worked alongside WRL during key achievements, including:
- Successful patenting of Australia’s only fully sealed grain shed just five months after engagement and support during the subsequent international patent pursuit.
- Promotion following WRL’s sealed grain shed receiving the Australian Standard AS2628-2010 approval - a major endorsement revealed in the 2025 Kondinin Group Research Report in collaboration with the GRDC stored grain extension team.
OUTCOMES
Across two years, WRL Engineering experienced measurable, high-impact results that boosted brand visibility, engagement, and leads:
Digital Growth
- Organic reach increased from 60–100 to 650–2000 viewers per post.
- Top video hit 22,000+ views in 2025.
- Consistent Facebook leads averaging 10 new enquiries every two months.
Brand & Industry Recognition
- Patented Australia’s first fully sealed grain shed.
- Sought global patent protection due to unprecedented demand.
- Achieved national approval under AS2628-2010 sealing requirements.
- Featured in key agricultural publications and industry research reports.
Internal Capability
- Stronger in-house marketing skills and confidence.
- Ability to maintain consistent digital communication.
- A shift from ad-hoc marketing to a clear growth pathway.
KEY LEARNINGS
The WRL–Ready Marketing partnership demonstrates that:
- A strong digital foundation accelerates business growth, especially for already high-performing regional businesses.
- Mentoring builds long-term capability, reducing reliance on external support and enabling sustainable strategy.
- Consistency in marketing drives measurable engagement, even in niche industries.
- Strategic marketing amplifies major milestones, helping industry-focused innovations achieve national visibility.
- Collaboration creates momentum - the combination of expert marketing support and internal commitment creates powerful results.