Disability Plan Services.
Tea-Cup Cottage is a well-established disability support business in Queensland, providing a range of disability support services under several trading names, and has experienced strong growth in line with the NDIS rollout in Queensland.
Founder Alex Shaw partnered with Plural Communications to grow the embryonic NDIS plan management service, expand its reach and build a brand ready for the future.
Navigating a competitive landscape
Plan management involves overseeing funds provided under the NDIS, streamlining the administrative process for participants by managing tasks such as negotiating with providers, paying bills, tracking budgets, and supporting plan reviews.
Alex had been offering this service under a brand name established before the NDIS rollout and in an increasingly competitive environment with many new entrants that lacked experience in the sector but were gaining market share.
Standing out required a strong, cohesive strategy.
The business needed a trusted partner with the marketing expertise to deliver both strategic direction and hands-on implementation.
With hundreds of plan managers listed on the NDIS website and search results producing thousands of options, standing out required a modernised approach and a strong, cohesive strategy.
The Plural solution.
 Public Relations |
Website content Social media management Media relations |
 Branding |
Brand Strategy Naming Brand Identity Positioning Brand Guidelines |
 Design & Creative |
Video Imagery Brochures EDM Design Signage |
 Digital Marketing |
Facebook & Google ads Website user monitoring Custom analytics Integrations & automations |
 SEO |
SERP Analysis Keyword Strategy Website SEO |
 Social Media Marketing |
Facebook ads Instagram ads |
 Website Design & Development |
Information architecture (IA) Website development User experience (UX) User interface (UI) Accessibility features |
 Government & Stakeholder Relations |
Stakeholder relations |
The Plural solution.
We positioned Disability Plan Services as a caring, compassionate and knowledge plan manager that would take a lead role in the greatest change to Australian social policy in a generation.
After an initial marketing workshop, Plural Communications developed a full marketing and communications strategy, set clear goals and target markets, identified new opportunities and recommended a mix of tactics across many different channels.
Our work commenced with a full rebrand, introducing the name Disability Plan Services. We developed all new creative assets and a new website designed for SEO. Our team created all initial content, installed analytics and set up digital advertising campaigns.
A program of weekly blogs was introduced, guided by detailed keyword research, together with new social channels, ad hoc public relations, digital and traditional advertising, and plans for outreach and referral campaigns.
The results.
The Plural strategy generated immediate and significant new inquiries for the plan management services. Digital advertising campaigns delivered dozens of new leads with a CPA of $0.65. The continuous publication of new content helped to quickly build authority and trust with both Google and targeted users.
While SEO efforts typically take six months or longer to produce definitive results in competitive sectors, rankings began to improve within weeks, driving increased website traffic.
When a last-minute opportunity arose due to problems encountered by a major competitor, Plural was quick to adjust strategy, rolling out local area advertising and successful public relations for maximum impact.
Our comprehensive live digital reporting platform enabled the client to track early results with complete transparency, revealing increases in ranking for all key search terms and thousands of page views for the website.
This early success has led to greater allocation of budget towards public relations, digital advertising and SEO to continue to build on these results and accelerate progress towards medium-term goals.
