With 100,000+ members and the wider industry to cater for, Engineers Australia had to own Australia’s largest engineering content marketing program.
Magazine re-launch, digital content and channels
Engineers Australia's 100,000+ members
Monthly print and digital magazine, content hub, fortnightly enewsletters
In May 2015, Engineers Australia (EA) began work with our team to create and implement a content strategy for their 105,000 members.
At a time of ever-increasing challenge for all professional associations to demonstrate their continuing relevance to members, EA wanted to adopt a new set of strategic priorities and a fresh vision for their professional association. To help achieve that vision, Mahlab helped Engineers Australia refresh their EA magazine, which had been an engineering staple for four decades. The new format had to better connect with members and entice prospects. As well as driving people to other areas of the Engineers Australia business.
create monthly magazine is crafted with twin purposes – to grow a broader awareness among non-engineers of the fundamental contribution engineers make to a thriving world and to celebrate engineering’s best among their peers.
Other objectives include:
Mahlab also worked with EA to future-proof their content strategy and undertake a digital communication transformation with a new content hub create digital.
Engineers are world-builders, with the fruits of their work shaping every aspect of our lives, from the cities we live in, to how we travel to work, to the technology we use when we arrive there. Often underappreciated, engineers specialise in innovation, in turning ideas into reality. They build robots, develop bionic eyes, design spacecraft and create new ways of communicating.
create showcases the profession, celebrating the achievements, impact and future thinking of high-profile thought leaders in engineering and emerging areas such as science, technology and mathematics, while also tying back to how EA underpins engineering in Australia.
A detailed survey of 1,920 engineers indicated that, regardless of their discipline, engineers are primarily interested in reading about technology innovations, engineering breakthroughs and industry influencers. They wish to be seen as a profession that helps shape the future, is innovative and gives back to society.
With a team consisting of engineers with several years of media experience as well as seasoned content marketing professionals, we immerse ourselves in EA’s world, fuelling a print and digital content strategy that resonates across all engineering disciplines.
Mahlab engaged an external company to survey create magazine readers for their feedback. Of the 1991 members surveyed, member perceptions of the magazine are overwhelmingly positive. 78% of the respondent agree or strongly agree that the magazine has improved since being launched as create magazine. A large majority also agree or strongly agree that the content is relevant and interesting (82%), that articles are well written (91%), the layout is easy to read (92%) and that the overall presentation is appealing (86%).
Here’s what EA’s team, as well as its members, had to say about the launch issue of create:
We just received the two copies of create in the office plus the posters and I wanted to say congrats and thank you on an outstanding first issue! It has certainly delivered on what we promised our stakeholders.
National Manager – Marketing
Public Affairs & Marketing
Congratulations on the first issue of create magazine. I liked the layout and content. Best wishes for continuing success with create.
Dr. Marlene Kanga AM Hon. FIEAust Hon. FIChemE FTSE FIPENZ CPEng FAICD
National President 2013
Chair International Committee
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, which I have posted out to him today.
Senior Member Services Officer