How do you elevate a profession?
Challenge
Engineers Australia (EA) is the voice of engineering in Australia. But as the demands on the profession grew, EA faced a critical question: How could it better connect with both its members and the wider community?
EA needed to rethink its communications to connect with its diverse membership, inspire pride in the profession, and position engineers as critical players in addressing challenges like sustainability and climate change.
Our Approach
Since 2014, Mahlab has partnered with EA to transform its communications approach, growing into a vital extension of the team. We started with foundational research into how members viewed themselves and the role of their peak body, revealing gaps in how EA communicated with its members and opportunities to better meet their needs.
The result was create: a bold, audience-first content program designed to inspire, inform, and elevate the role of engineers.
Grounding content in audience insights and data:
- Starting with the launch of the create print masthead in 2014, our work has been built on a foundation of member needs, industry research, and insights from global engineering experts.
- We combined our journalistic approach with data-led insights to develop content that resonated with EA’s members and stakeholders—an approach we maintain today.
Elevating the profession to the rest of Australia
- A key strategic goal for EA is to showcase the critical role of engineering to the broader public. While the member magazine told great stories to engineers, it wasn’t able to engage the wider community.
- In 2017, we launched create’s digital content hub, transforming the program from a print-first publication into a multimedia platform.
- By introducing formats like high-impact visuals, made-for-social videos, interactive graphics, and data visualisations, we expanded create’s reach across digital channels, engaging engineers, stakeholders, and the public.
Defining channel and content strategy:
- We clarified each channel's role, tailoring the messaging and format to maximise reach and relevance for both members and external stakeholders, amplifying EA’s message across social, digital, and traditional platforms.
- With clear strategic goals, we transitioned create to a multi-media model, reduced print frequency, prioritised digital growth, and returned advertising sales to EA.
A continued evolution:
- As the needs of EA and its members evolved, so did create. Today it serves as a strategic communications platform aligned with EA’s advocacy goals—positioning engineers as key voices in Australia’s climate response.
- We integrated all content planning with EA’s larger advocacy agenda, including facilitating an annual strategic meeting.
- Our focus expanded to include metrics that measured not just engagement but share-of-voice, reflecting EA’s impact in public discourse.
Measuring impact and transition planning:
- We established robust frameworks to implement and measure success across strategic objectives and developed a six-month transition plan to bring these changes into effect smoothly.
Our decade-long partnership with EA highlights the strength of an evolving strategy aligned with organisational goals, supporting EA’s mission to elevate the engineering profession.
In the last 6 months:
- 40% of all content was visually-led, boosting engagement and widening its audience reach.
- 76% increase in social interactions, driven by visually-led content that appeals to the next generation of engineers.
- 28% cost savings from reduced print frequency and increased digital content.
- 100 tonnes of carbon saved by switching to compostable materials.
Insights from the 2023 create reader survey speak to the role it plays in driving engagement, enhancing brand perception, and delivering tangible value to members.
- 1 in 2 members say create is a major reason why they retain their EA membership
- 7 in 10 readers have a more positive perception of EA thanks to create content
- 2 in 3 members have utilised a member benefit after seeing it featured in create.