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Engineers
Australia

Building a brand for the engineers who are building the future, inspiring the profession and elevating their public perception

Overview

We worked with Engineers Australia, the industry peak body, to develop and grow a brand that celebrates how engineers are building the future, growing an audience both in and outside of the industry.

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Objectives

  • 1
    Improve the value perception and relevance of Engineers Australia membership
  • 2
    Establish a multi-channel content ecosystem that allows audiences to engage with content across various platforms and formats
  • 3
    Raise awareness of engineering achievements outside of the engineering community
  • 4
    Build an owned audience

    • Approach

    Our team of engineers and content marketers reimagined EA’s content strategy, developing a content brand – create – to celebrate the incredible achievements of engineers in Australia and abroad.

    The create ecosystem includes a monthly magazine, content website – create digital, an e-newsletter and paid social media strategy. create channels are commercialised by our in-house team, generating revenue for the Association and allowing advertisers to engage with the Australian engineering audience. 

    We also work with Engineers Australia to market the association’s events, services and training.

    The results

    %
    Year-on-year
    increase in traffic
    from enewsletters
    0 %
    of overall revenue
    sat in digital versus
    34% in print
    0 +
    Views on videos
    about Australia’s
    engineering community

    Awards

    The CMA
    International
    Awards

    Gold

    Best membership

    Mumbrella
    Publish
    Awards

    Gold
    Website of the year – Business

    The Content
    Council Pearl
    Awards

    Silver

    Most effective: Non-profit / association / government

    Bronze
    Best overall content program

    Content
    Marketing
    Awards (US)

    Finalist

    Association publication

    Testimonial

    “I have just received a call from Richard Smith who has been a member of EA since 1961. He has requested I pass on his feedback he would like to congratulate EA on the outstanding new magazine format. He also requested four extra copies for his grandchildren.”

    Brent Jackson

    Executive General Manager
    Engineers Australia

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