Creating One Defence Marketing Platform Across Australia and the US

Customer problem

Australian and United States teams held different product images, project examples, renders and market knowledge. The US materials needed enough local defence evidence to establish market credibility, while the Australian brochure needed broader application coverage. Image permissions and sensitive facilities also constrained what could be shown.

Work delivered

Rolfe Marketing helped structure a shared defence marketing platform across brochure, web page and email activity. The content was organised around actual aircraft and vehicle applications, with model names and common nicknames for search relevance. NATO stock numbers were added where available, while approved in-use imagery and realistic renders addressed evidence gaps. Editable working files were shared between regions.

Delivery method

• 01: Mapped products to fixed-wing, rotary, land and maritime maintenance tasks.
• 02: Reviewed every image and render for application accuracy and permission risk.
• 03: Used procurement signals such as NATO stock numbers to strengthen technical credibility.
• 04: Built regional localisation on top of a common content and design structure.
• 05: Connected the catalogue to targeted web, email and account outreach.

Recorded outcome

The teams established a shared source of defence product and application content, identified the gaps that required new photography or renders and moved both regional brochures toward a consistent, locally credible format. Both regions gained material for targeted defence outreach while reducing duplicated content production.

What the evidence supports

Shared defence content connected each aircraft or vehicle application with evidence that both regions could reuse.