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How we re-engineered and built a multi-channel content brand for Engineers Australia.

“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.”

Key objectives

  • Reinvigorate the Engineers Australia magazine to align with modern readership demands
  • Improve the value perception and relevance of Engineers Australia membership using the magazine as the spearhead
  • Improve the profile of the Engineers Australia brand
  • Grow an owned audience

Background

Engineers Australia has over 100,000 members, but had been under increasing pressure to demonstrate and deliver on the value of that membership. Their monthly magazine – previously titled Engineers Australia magazine – represented an important part of membership, but it was struggling to engage readers and land relevance.

It was time for an update.

While the key role of the new magazine was to drive engagement and affinity with Engineers Australia, it also needed to find broader appeal, to connect with potential future engineers by showcasing the great work being done in the engineering space.

Our approach

To refresh and relaunch the magazine, we put together a content team of journalists with engineering backgrounds. We then set about completely transforming the look using our team of in-house designers.

The new content brand and magazine, create, was born, starting with a monthly publication that celebrated the incredible achievements of Engineers both here and abroad. A magazine created to inform and inspire those within the engineering industry as well as those on the periphery.   

The magazine was just the start in helping Engineers Australia reimagine their content strategy and develop a multi-channel mindset fit for a digital-first age. The ‘create’ platform includes a content hub – create digital, an e-newsletter and a paid amplification strategy that ensures ‘create’ content is reaching the right audiences, new and old. Engineers Australia are also harnessing the different content channels to promote their events, services and training, as well as helping advertisers reach a niche audience – all which generate engagement and revenue for Engineers Australia

 

The outcome

General results:

  • Increased magazine readership
  • Improved cost efficiencies of publication
  • Improved brand perception
  • Increased event registration through content
78%
believe the new magazine is an improvement
168,000+
readers online since the launch of create digital in January 2018
30%
advertising revenue growth across print and digital platforms

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