How Engineers Australia used multi-platform content to drive registration to Australia’s largest engineering event.
Print magazine, digital magazine, enewsletter, website, social media
Members of Engineers Australia (~100,000) and non-member Australian engineers
AusEngCon (Australian Engineering Conference) is Engineers Australia’s major event. Held every two years, it is the country’s largest engineering event, featuring a range of high-profile keynote speakers from Australia and around the world, as well as smaller breakout sessions focusing on specialist topics. Engineers Australia wanted to increase registration numbers on previous years and expose a broader number of delegates to megatrends and thought leadership that will influence the future direction of engineering in Australia.
A multi-platform content strategy was put in place to profile the people, topics and issues that would be presented at the event. A total of 23 people were interviewed and profiled, either in Engineers Australia monthly print magazine create, and in Engineers Australia’s online channels including EA’s website, social media pages and enewsletters. Content included cover features on Australian Chief Scientist Professor Alan Finkel roboticist Marita Cheng and the head of Laing O’Rourke’s Engineering Excellence Group Andrew Harris , identifying they would be speaking at the conference and directing readers to the conference website. The print campaign concluded with two double-page features focused entirely on the conference to appear in the two issues of create closest to the conference.
In digital channels, two speaker profiles ran weekly on both the EA’s website and the conference website for three months leading up to the conference. To track the traffic directed to the conference page, a trackable link was included in each of the stories. These articles were amplified organically on EA’s social media platforms LinkedIn, Facebook and Twitter and with paid promotion on LinkedIn and Facebook, which allowed us to reach non-members and make them discover the association and the conference. Additionally, some of the profiles we included in the fortnightly e-newsletter to EA members.
Conference homepage: http://ausengcon.com.au/