Go People is an on-demand courier service in Australia which allows users to book dedicated delivery runners 24/7 through its app software.
Unlike many products and services, the market for Go People’s on-demand delivery solutions is incredibly broad. The company needed to implement a content strategy that identified all potential Go People customers and raise awareness of all the features that make Go People a preferred choice for their individual needs compared to traditional delivery services. At the same time, the content must resonate with a wide-ranging customer base to successfully grow its community.
“Who” and “what” is Go People? – That’s the first question. With a contemporary delivery model, the overarching objective was to craft a consistent communication style that strengthened the brand’s persona as smart, friendly, tech savvy game-changer in the delivery space. The content created would rotate through themes and discussion points that are relevant to, or trending among the different customer segments identified.
A content plan was generated to include twice weekly blog articles which would be shared through social media. Specifically, each content piece was carefully designed to connect with key customer segments including retailers, individual consumers, and businesses. The content fulfilled the objective of telling topical, newsworthy, or thought-provoking stories for the target audience while leveraging these as a vehicle for key messages around how Go People can help solve people’s delivery problems.