When ARAMA first partnered with Focused Marketing, they were already doing exceptional work behind the scenes to advocate for Australia’s Management and Letting Rights (MLR) industry. The challenge wasn’t the work they were doing. It was ensuring existing and prospective members, government stakeholders and the wider industry understood the impact of their work and the role ARAMA played in supporting them.

Like many member associations, a small internal team was managing multiple priorities across the business. Despite the significant value they were delivering to members and the broader industry, that value wasn’t being clearly communicated. Communications were largely transactional; the website was difficult to navigate and there was no clear positioning that articulated why MLR business owners should become members or remain actively engaged.

At the same time, the industry was entering one of the most significant advocacy periods in its history.

The proposed changes to management rights contract terms, widely known as the “attack on term”, created uncertainty across the industry and threatened the value of thousands of family-owned businesses. ARAMA was working tirelessly to advocate on behalf of its members, but communicating complex legislative issues clearly, consistently and confidently to multiple stakeholder groups became just as important as the advocacy itself.

They needed a strategic communications partner who could become an extension of the team, helping them engage members, strengthen their industry voice and build confidence during a pivotal time.

While initially assigned to update their website, our relationship quickly evolved into a close partnership. As we worked alongside ARAMA’s leadership team, it became clear the opportunity wasn’t just about improving how the association looked online – it was helping them clearly communicate the value they were already creating for members and the wider industry.

Together, we redefined ARAMA’s positioning, strengthened its member communications and created a clearer pathway for existing and prospective members to understand the benefits of joining. By simplifying messaging, improving the website journey and creating consistent communications across channels, ARAMA was able to demonstrate its role in supporting the MLR industry.

As the partnership grew, Focused became an extension of ARAMA’s team. We provided strategic guidance and hands-on support across digital communications, member engagement and major industry events and initiatives.

During one of the industry’s most significant advocacy periods, we supported ARAMA in communicating complex issues clearly and consistently, helping members stay informed and reinforcing the association’s role as their advocate.

We also supported key initiatives like the ARAMA TOP Awards, working seamlessly alongside ARAMA’s event management agency. Acting as an integrated team, we developed campaigns and communications that helped drive record sponsorship, nominations and attendance.

To better understand member needs, we partnered with an external research agency to deliver an industry-wide survey that provided deeper insights into the challenges facing MLR businesses. These insights informed practical resources, professional development opportunities and member communications that were more relevant and valuable to their audience.

One of the greatest strengths of our partnership was flexibility. ARAMA’s small internal team could scale our involvement up or down as priorities changed. During key periods such as advocacy campaigns and the TOP Awards, we expanded our support. This allowed the CEO and Membership Manager to focus on leading the industry while we took ownership of marketing delivery and coordinating seamlessly with external partners.

Rather than simply delivering marketing, we helped ARAMA consistently communicate the value of the work they were already doing. This strengthened member confidence in the association and its role in representing their interests.

By creating more consistent, strategic communications, we strengthened awareness of ARAMA’s role across the industry. We helped members better understand how the association was protecting their businesses, influencing policy and advocating on their behalf.

The result was stronger engagement, improved member communication, increased participation in professional development, record-breaking industry events and a more confident, visible organisation that could clearly articulate its value.

Internally, the leadership team gained an experienced marketing partner who could take ownership of communications, letting them focus on advocacy, stakeholder engagement and supporting members during an incredibly important period for the industry.

Most importantly, we helped build lasting marketing systems that continue creating value beyond individual campaigns. Automated member journeys, consistent communications, strategic content and a stronger brand now work together to continually reinforce trust, increase participation and strengthen ARAMA’s position as the voice of the industry.

We didn’t simply deliver marketing; we helped a purpose-led organisation communicate its value more effectively, strengthen stakeholder confidence and create lasting impact.

/ Testimonial

We started work with Focused Marketing to update our website over a year ago, and they are now an invaluable extension of our team. They oversee all our digital marketing, social media and graphic design – they are the keepers of our brand. Since working with Focused, they have helped us run our annual awards event, recreated, and improved all our collateral and communications. They constantly add value to our operations with new marketing initiatives and this has directly grown our followers and membership base.

Trevor Rawnsley

CEO | ARAMA