Spacetalk Brand – Family Safety
Evolving a publicly listed tech company into a trusted family safety brand.
When Spacetalk’s board assembled a new leadership team to drive a turnaround, Chris Neary joined as Chief of Marketing and Digital. Over 18 months, the Spacetalk brand was repositioned from kids’ toys to family safety, supported by an interdependent, evolving ecosystem of digital products and significant growth in e-commerce revenue from Australia and international markets.
Services Applied
01
CMO
02
Brand Strategy
03
Creative Identity
04
Digital Strategy
05
Social Strategy
06
GTM
07
Media Planning
08
Creative Services
09
Product Launches
10
Team Build
11
Market Research
12
E-Commerce
Spacetalk Brand – Working Documents
Spacetalk Brand & Marketing – Performance & Growth
Frank Strategy rebuilt Spacetalk’s digital marketing into a performance-driven department, taking ownership of online revenue targets.
All creative, media buying, and optimization were managed in-house, with an integrated approach spanning above-the-line, direct response, PR, social media and influencer strategies, delivering speed, cohesion, efficiency, and impact.
$12.1M
ARR up 25% during tenure
50%
Gross margin increase during tenure
54%
Increase in subscribers during tenure
Through safety, the Spacetalk brand provides families with freedom to live life’s adventure without limits.
CMO & Head of Digital
Beyond brand and marcomms, the Frank Strategy team helped build a broader ecosystem of products and digital services, launching a seniors’ smartwatch with 24/7 monitoring, and creating a Spacetalk brand mobile network in partnership with Telstra. We also strengthened the company’s B2B legacy business in Australian schools through their enterprise products.
During our tenure, Spacetalk delivered a strong financial turnaround.
Annual recurring revenue grew 25% to $12.1M, total revenue rose 12% to $19.6M, and gross margin improved to 50%.
Operating costs fell 11%, EBITDA losses were cut by more than half, and subscriber growth surged 54%, strengthening high-margin recurring revenue.
19.6M
Total Revenue
Performance marketing transformed Spacetalk’s consumer digital sales, growing from 17% to over 40% of total revenue. This delivered 20% annual growth in a declining retail category.
