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Zacpac Case Study

Zacpac Packaging

Project Overview

Charmaine consulted with Zacpac Australasia for 6 years, from 2012 to 2018, as the Marketing Manager and brought her outsourced team with her. This was one of the largest packaging companies in Australia. In 2018, they merged with another company and Charmaine decided not to continue her contract with the new company. This was a family business and traditional in all its aspects. The owner contracted the role to our team leader to take the family company into the digital age whilst combining this with traditional marketing practices.

Below are just a sample of the activities undertaken during the 6 years.

  • New, responsive custom website design and development with a backend database for the careers section
  • Corporate video, filming and overseeing editing
  • Presentations and public speaking for B2B events including packaging, FMCG and supply chain management
  • Organisation and running of B2B exhibitions – Fine Foods Queensland
  • Graphic design, social media, web, print, banners and exhibition design and printing
  • SEO. Outsourced the SEO and worked closely with that company to get them ranked from 0 to 14 major keywords on page 1 of Google which exploded online enquiries
  • Quarterly marketing reports
  • Creating slogans
  • Outsourced press release writing that gained exposure in over 13 online and offline publications
  • Creating social media pages, managing, design, posting
  • Monthly maintenance for website e.g. writing blogs, filming on site videos
  • Organised Christmas gifts for major suppliers and business customers
  • Facebook advertising and insights
  • Management of Yellow pages advertising
  • Marketing strategies
  • Searching for new marketing opportunities
  • Website updates to improve SEO rankings


Project Goals and Requirements

Introducing a traditional brick and mortar family business to digital marketing and ensuring that they succeed in the digital platform. Production of extra streams of leads. The sales team were used to going door to door networking. Digital marketing was introduced to brings leads directly to the sales persons inbox and complement traditional sales strategies.

Challenge 1

The owner did not want to know about marketing so there was a need for Charmaine to educate the him in the language of his business.


Mastering the daily running of the business. This would help to create a marketing strategy that was effective, efficient, flexible and targeted the B2B packaging market that included customers such as Nestle and Johnson & Johnson.

Challenge 2

Supply Chain Managers Summit and exhibition preparation. Summit notice was two weeks prior the event.

Solution 1

Creating the marketing materials for the summit and organising the display for presentation for 50 CEOs and supply chain managers for Australian’s largest brands. Writing and delivering the speech and presentation on behalf of the CEO of Zacpac as he did not enjoy public speaking.

Feedback from the Summit

Zacpac’s presentation which Charmaine wrote and presented was voted the best at the summit. From the summit Zacpac closed a $4 million contract with Nestle.

The client was invited back as a result of the superb delivery. The speech that was written and presented by our team leader was voted the best speech at the same event.

Solution 2

Fine Foods Exhibition, runs every 2 years and Zacpac participated in two.

Charmaine did two exhibitions for them. She did everything with the back up of her outsourced team including,  setting up the marketing and liaising with Fine Foods, advertising, photo shoots, printing of banners, design of exhibition stand graphics and printing. Brochure design and networking at the event itself.

Summary of tasks

  • Marketing for their booklets
  • Sponsorship
  • Design of stand
  • Set up
  • Attend to support sales staff and make contacts
  • Break down
  • Follow up marketing


  • A bigger stand the following year
  • Leads worth half a million dollars generated.

Challenge 3

Designed and developed a new website to bring them into the digital age.


Creating a responsive and modern website with great outsourced content.


For the first time ever, the sales team had leads coming into their inbox instead of going out cold calling.

Why Charmaine

She was brought on board because the owner did not know about marketing, he did not want to hire a full time marketer even though they had a sales department. They loved her lively manner, being highly motivated easy to work with plus the ability to learn their business from the processes that took place on the factory floor to understanding cardboard types, suppliers and all the different machines and printing processes for the cardboard boxes.

Success was as a result of taking the initiative to know the nitty gritty of everything because that was the only way to reach out to customers in B2B as they expect the Marketing Manager to extensive product knowledge.. Everything was left in our hands and as a team, we did a great job.

Next Step

Zacpac invaded the digital space with a bang and retained its top position until they merged with a competitor in late 2018.

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June 22, 2019