Edupi Migration
SECTOR - HOSPITALITY MIGRATION
From half-written plan to nine years of growth.
In 2016, Edupi Migration had marketing ambition and no time to execute it. Today, they're the definitive voice in Australian hospitality migration - with 30%+ year-over-year revenue growth, a doubled headcount, and the kind of pipeline you build when you finally give marketing a seat at the leadership table.
THE HEADLINE NUMBERS
30%+
YoY revenue growth
every year since 2022
500%
Website traffic
increase since 2016
50%+
SUSTAINED EMAIL OPEN RATE
45%
PROJECTED GROWTH FOR 2026
CLIENT SINCE
2016 - 9 Years
ENGAGEMENT
Fractional CMO
TEAM GROWTH
2 to 10 Staff
SECTOR
Hospitality Migration
THE STARTING POINT
When we met Edupi. This is what marketing looked like.
Edupi Migration is the specialist migration agent for Australian hospitality venues sponsoring international chefs and cooks. They had a strong business and strong technical expertise — and a marketing function that hadn't kept up.
Justin Browne, the founder, had ambition and a half-written plan sitting on his desk. What he didn't have was the time or in-house expertise to actually implement it. Every week that went by was another week the pipeline stayed inconsistent and marketing stayed the last thing on the leadership team's whiteboard.
When Justin came to MarketingHQ in 2016, the picture was familiar - one we see in most mid-market businesses when they finally decide something has to change:
OUR APPROACH
Four workstreams. One embedded leader.
We opened with a half-day discovery workshop to properly understand the business, the customer, and where the growth was hiding. Out of that came the finished marketing plan - and four workstreams we've been running ever since.
01
Discovery workshop & strategy
Half-day session with Justin and the leadership team to map the business, the customer, the pipeline, and the gaps. Output: a finished marketing plan tied to specific revenue outcomes, and a set of prioritised "quick wins" for the first 90 days.
02
Website & Landing Pages.
Rewrote the site with proper metadata, added service-specific landing pages, and dropped in lead-capture forms tied to the pipeline. Every page had a job - and a way to measure whether it was doing it.
03
Content marketing.
You're running campaigns, posting content, maybe paying for ads - but there's no single document that says why, what it's supposed to achieve, or how you'll measure it. Each tactic is a standalone bet. The wins are lucky, the losses are expensive.
04
Email marketing.
Segmented email programme for venues and existing clients. Industry updates, visa requirement changes, and thought-leadership pieces that keep Edupi front-of-mind in a category where decisions can wait months. Open rates now sit above 50%.
2020
THE PIVOT YEAR
THE MOMENT IT MATTERED MOST
Covid closed the borders. We ran toward the problem.
When the Australian Government closed international borders and shut hospitality venues in early 2020, migration agents were staring at a category-wide crisis. We sat down with Justin and asked one question: whose problem gets bigger, not smaller, right now? The answer - chefs on temporary visas and the venues employing them - became the entire 2020 content strategy.
CONTENT PRODUCED DURING 2020
GUIDANCE MANUAL
JobKeeper
Guidance
Manual.
FACT SHEET
Covid-19
Migration
Fact Sheet.
GUIDEBOOK
Migration
Guidebook:
Temporary Visa
Workers.
FACT SHEET
Temporary Visa
Holders Covid-19
Fact Sheet.
THE PIVOT OUTCOME
+2
Edupi didn't just weather 2020 - they hired two new migration agents to handle the extra demand. Rival agents were sending clients minimal information; Edupi was sending them the guidebooks. New clients moved their work across, and Edupi came out of the pandemic bigger, stronger, and positioned as the category's most reliable source of information.
THE NUMBERS, FOUR YEARS IN
What sustained marketing
leadership actually delivers.
30%+
YoY revenue growth
Sustained every year since 2022
500%+
Website traffic increase
From 2016 baseline
50%+
Email open rate
4 x the industry average
45%+
Projected 2026 growth
On current trajectory
When we met Chris Dale from MarketingHQ, we realised that there was a company out there that would do all the work for us, develop a meaningful and measurable strategy, and do it with a minimal level of disruption.
Justin Browne
Managing Director, Edupi Migration - Client since 2016
MORE CLENT WORK
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