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Increasing engagement and participation in Defence innovation skills

Our marketing campaign increased participation by 300% in a national innovation skills program, equipping staff to solve current and emerging challenges.

Branding and graphic design

Marketing campaign strategy

Communication

Video production

Postcast

%

Increased participation

By mapping the program benefits to audience needs we were able to target our key messages and use a mix of channels and formats to reach them (including video and podcasting).

To encourage supervisors to approve staff participating in the program we segmented the campaign to target supervisors, building the business case and highlighting the ROI.

Engaging a prominent senior leader as a champion helped to position the program as a strategic priority.
Strengthening the visual identity of the program enabled us to leverage the brand, building trust and reputation.

“Thanks for helping us communicate the value of our program to the entire community, it is really helping to bring people in.”