Project

Overview

We are building a new local plumbing brand for a skilled, trusted contractor with over 20 years of hands-on experience. Known in the Northern Rivers community for his reliability and generosity — including regular volunteering at the Mullumbimby Food Co-op — he offers a full range of plumbing services: hot water, gas, drainage, renovations, and emergency repairs.

This project will create a clear, professional identity through brand strategy, visual design, and content — all rooted in local values and informed by regional analysis. The goal is to help him stand out in a competitive market, build trust with locals, and attract ongoing work.

well plumbed plumbing services Line drawing of a van facing to the left.

🎯 Objectives

Create a clean, professional brand identity (logo, colour, tone)
Build a high-conversion, mobile-optimised website with clear call-to-actions
Develop simple local funnels for inbound calls, bookings, and enquiries
Set up systems for Google Business Profile, local citations, and reviews
Create SEO-optimised blog and location pages targeting service areas
Plan a manageable, local social media presence to reinforce visibility

Strategy Summary

Local-first: Designed for the Northern Rivers & Tweed region
Data-backed: Brand and content aligned with local income, age, and property data
Trust-based: Focused on reliability, professionalism, and genuine community presence
Simple conversion flow: Mobile-first click-to-call

Brand Narrative

A local plumber you can trust — highly experienced, community-minded, and only a call away.

From Mullumbimby to Tweed, he’s built a reputation for quality work, fair pricing, and genuine care. Whether it’s a blocked drain or a full hot water system, every job is treated with the same level of professionalism and respect.

This is the brand of a neighbour who happens to be one of the best in the business.

Target Audience

How many households?
- Northern Rivers region had ~143,846 dwellings in 2021, average household size ~2.35 persons
- Tweed Shire alone had ~40,259 households in 2021, forecast to grow to ~44,006 by 2031
What’s the demographic?
- Median age in Tweed Shire: 47 years, compared to 39 in NSW overall
Income / affordability:
- Tweed Shire has lower medium-to-high income households compared to NSW averages. Exact household income data is limited publicly but income quartiles are below state norms
Typical needs & ability to pay:
- Older homes needing hot water, drainage, and gas repairs.
- Owners likely able to pay for preventative maintenance or medium-scale renovation upgrades.
- Reliable service is valued given older age demographics and owner‑occupied stability.
Size of segment?
- Tweed Shire has a relatively older population: group aged 65–69 is ~7.3%, 70–74 ~6.7%, and 75+ accounts for ~9.0% of residents, totaling nearly 23% seniors
Their plumbing needs:
- Bathroom safety upgrades, accessible fixtures, leak prevention.
- Emergency plumbers for hot water and urgent repairs.
Ability to pay:
- Many living on fixed incomes, but property owners with retirement savings or home equity. Emphasize clear pricing and trust.
Scale of market?
- Multi-unit dwellings (strata, holiday apartments) are significant in Byron Bay and coastal Tweed areas, driven by tourism and rental properties (lacking exact public figures but evident via local growth reports).
Needs:
- Regular maintenance contracts, urgent call-outs, compliance tasks (backflow, smoke alarms), holiday turnaround services.
Ability to pay:
- Budgeted via strata management or holiday rental revenues. Reliable local partner valued for repeat work.
How many?
- Northern Rivers is a tourism hotspot. Exact short-stay property numbers aren't in public Census, but high rental turnover and strict local regulations indicate a substantial host population
Typical needs:
- Fast repairs between guest stays, photo/video documentation, reassurance remotely.
Ability to pay:
- Usually well-resourced urban investors or professionals — prioritize guest experience and property rating.
How broad is this market?
- Tweed’s key industries include accommodation & food services, retail trade, health care, and construction sectors Your Council NSW. Many small hotels, cafés, retreats across Byron Bay & Tweed Heads.
Key needs:
- Compliance (grease traps, backflow prevention), hot water systems, hygiene-focused repairs, minimal downtime.
Ability to pay:
- Businesses budget for maintenance; service that reduces disruption is valued.