20 May 2010
We are pleased to report the phenomenal success of Make it so, the online competition held by Engineers Australia that was managed by Bienalto.
The competition, which ran for 12 weeks and closed on 15 May 2010, smashed its targets and delivered huge results for our client. Engineers Australia has set a new precedent when it comes to using a CRM and the digital channel to connect with their audience.
Make it so. Animated Re-cap:
A quick re-cap on the campaign
A benchmarking study conducted in May 2009 found that, despite high levels of advocacy (at 59%, engineering came in second behind medicine as one of the most respected professions), engineering was poorly understood by the broader public (only 37% of people knew what engineers actually do).
So Engineers Australia devised Make it so, a national publicity campaign with the tag, “If you can imagine it, engineers can make it so.” The campaign sought to change the face of engineering in Australia and attract more students to the profession.
To do this, a national competition was launched in February, inviting Australians to share their dreams and ideas – with the winning idea being turned into reality by a team of engineers.
Before this, Engineers Australia spent six months recruiting its members and asking them to get them on board as advocates. These advocates would essentially become the ‘worker bees’ of the public campaign.
Make it so the public loves engineering
Phase two – in operation since February – has involved driving traffic to www.makeitso.org.au and encouraging the general public to submit their ideas. Following on from the success of phase one’s purely digital approach to recruitment, we implemented a similar digital strategy to spread the word about the competition.
Make it so was promoted in a range of cost-effective and memorable ways via the digital channel, such as via social networks, EDMs, blog posts and online advertising.
Some of the highlights of the campaign results are outlined below:
We kept a monitor on the results using Google Analytics. “We were particularly impressed with the traffic graph. It peaked when we launched, then we witnessed another peak with our ‘Make it so towel give-away’. Then, as soon as we bumped up online advertising – through cost-effective channels like Facebook – it grew massively again,” said Charlie Graves-Morris, Campaign Manager, Bienalto.
Long-term outcomes for Engineers Australia
In addition to these great results, Engineers Australia has also laid the foundations for future success – by engaging with its members like never before.
This deep level of engagement will have positive repercussions for some time to come. For example, Engineers Australia has achieved:
For an organisation that exists for its members, relationship marketing is critical. The professional association has demonstrated a new and incredibly effective way of engaging with members – via a CRM – and building a bridge between engineers and the wider community.
The Make it so campaign exemplifies new and successful ways that an organisation can engage with its membership and the broader community – cultivating lasting relationships that will reap mutually beneficial rewards into the long term.
Engineers Australia is now busy selecting a winning idea, which will be announced on 7 June 2010.
This idea will be made a reality by an engineering team, and regular updates about their progress will be posted at www.makeitso.org.au.
The www.makeitso.org.au website will now be used by Engineers Australia as a public interface – a place where engineering news, stories, events and forums can be promoted. It will build upon the organisation’s original goal to change the face of engineering in Australia.