MUMPARA GROUP.

Indigenous Employment & Support Group

Business Strategy

Website

Marketing

Mumpara Group is a nationwide family of nonprofit and profit-for-purpose companies that all share the same goal: To empower Indigenous families to holistically break the cycle of generational welfare dependency.

Mumpara (prev. Tarntipi) came to us needing help to unify their family of workforce, construction and plant hire companies under the singular Mumpara brand identity, and at the same time, raising their industry profile across Australia.

We were tasked with designing a parent website that championed their purpose and spoke directly to their customer’s unique needs and desires.

To support the launch of the new website we designed and launched a new digital identity for the brand to be used holistically across a range of digital platforms, namely social media.

We very quickly identified the potential power that TikTok could provide – with it’s thriving community of indigenous voices and creators – and focused on the creation of memorable and relatable short-form video content to build familiarity and affinity for the brand both with it’s ideal customers and with the wider Indigenous communities that it works for.

The new brand messaging that focused on the organisation’s greater purpose and passion saw Share of Voice and overall visability increase dramatically, and as a result Mumpara Group were able to provide 130K of paid hours (equaling over $5.5 million in gross wages) to indigenous workers in the first 12 months of operation.

“We recently had the pleasure of progressing through the ‘Discovery Plus’ marketing strategy (program) with Marama and the team and found the whole process to be not only ground breaking but very informative.”

~ Tumparripi Remfrey CEO Mumpara Group (Mob: Tiwi)

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