In 2015, Australians Together was struggling to show their relevance to the wider public. They enlisted us to build a Digital Strategy that would guide our nation towards a tipping point of recognition.
We began with an in-depth analysis piece that explored online conversation and search trends. It revealed a highly politicised and emotionally-charged conversation, dominated by the most polarising voices. This was keeping the majority of Australians at arm’s length from the topic. Further analysis of AT’s digital channels revealed that they were mainly reaching students completing assignments.
They had a long way to go to influence over 23 million people with a message that most found hard to swallow – or didn’t care about at all.
We workshopped audience personas and triggers with the AT team, identifying 8 distinct groups for them to strategically target. This was translated into our bespoke user engagement framework. It broke down user journeys into defined phases, to make them more measurable. Seeing their audience journeys mapped into this framework and aligned with tactics was revolutionary for the AT team. They could see clearly how digital was the key to achieving their vision of building mutual tolerance, respect and understanding.
Since 2015, we’ve been an extension of the AT team, tasked with making this vision a reality.
Through a long-term retainer, we have empowered them to launch Facebook and grow the community by 88% in 4 months, map user-focused email automation journeys, apply for a Google AdGrants account and establish their first search campaigns, create Facebook Advertising campaigns to grow their community and generate email leads and build a bespoke, automated measurement tool to track progress. We’ve run workshops on mapping the UX and content required for a more effective website and cultivating a content culture that sees stories come from all corners of the organisation.
Most importantly, we continue to point to the digital vision, meet regularly with AT’s CEO and leadership team to bring the whole organisation on this journey, and mentor staff to grow their digital acumen and make them stronger internal digital champions.