CHALLENGE

Australian businesses are facing unprecedented levels of change which will continue to escalate in the coming years. From the shift of global economic power to Asia, to intensifying disruption from technology, to key demographic and cultural changes. Business as it exists today will be almost unrecognisable, even within 10 years times.

With Australian businesses facing a period of intense change, the Centre for Workplace Leadership (CWL) launched the most comprehensive study of Australian leadership since the 1995 Karpin Report, and one of the largest studies of its kind in the world.

Designed to investigate the link between leadership and business productivity, The Study of Australian Leadership (SAL) took a broad, cross-industry, cross-organisation measure of performance and leadership.

Our task was to inform the wider Australian business community about its findings.

INSIGHT

We knew that business leaders were time-poor, but would take the time to read content of value to them. Our task was to make sure that they were aware of it.

In an environment of intense, escalating change and the uncertainty associated with it, could we hook business leaders with the provocative question that mattered most to them?

IDEA

We asked business leaders a simple question: “are you ready to lead?” This question covered more than their personal ability to stay ahead of change, filtering down to the future of the very businesses they were responsible for.

We then promised them insights to help answer that question, through the form of the Study of Australian Leadership results.

In doing so, we started a conversation that lived through the channels and media most relevant to industry leaders.

Execution

We brought this conversation to life through a multi-faceted approach to reach the business community at various touchpoints.

This included media relations, an influencer program, key breakfast events, content amplification featuring a video series, building a microsite and using social media platforms:

1. The media approach was highly targeted to the business media community, through an online and print exclusive with The Australian Financial Review and Boss magazine and key broadcast channels such as Sky Business News, ABC News 24 and SBS News.

2. An influencer program was designed to actively reach out to various key stakeholder groups such as business leaders, chambers, union groups, academics and politicians to introduce and engage them with the research findings. This also led them to opt into an ambassadorial role, either through tweeting about SAL, taking part in a panel discussion or being a part of the video series for the content strategy.

3. Six breakfast events were held in Sydney, Melbourne, Adelaide, Brisbane, Canberra and Perth, working in partnership with PwC. Business professionals in each state were invited to attend the event and listen to the impact and implications of the findings. Edelman Australia also secured high-profile journalists such as Joanne Gray (editor, AFR), Louise Yaxley (political journalist, ABC) and Kay McGrath (Ch7) to host and facilitate panel discussions across the country.

4. Social content for Twitter, Facebook and LinkedIn was created to generate interest in SAL. This also included short videos by influencers to share their perspectives on specific chapters of the study. The social media program has gathered almost a million impressions to date and is still ongoing.

5. The microsite was developed by Edelman Digital to showcase the findings in a digestible manner, which included long form videos of commentary from business ambassadors and data visualisations.

IMPACT

11 MILLION IN MEDIA IMPRESSIONS

1,100,000 ESTIMATED TWITTER IMPRESSIONS

9,398 UNIQUE VISITORS OVER A MONTH SINCE THE LAUNCH OF THE WEBSITE

4,457 DOWNLOADS OF THE STUDY FROM THE WEBSITE SINCE THE LAUNCH


• Engaged high-level business ambassadors such as CEO of PayPal (Libby Roy), CEO of VicTrack (Campbell Rose), CEO of Bendigo and Adelaide Bank (Mike Hirst)
• Secured high profile journalists such as Joanne Gray (editor, AFR), Louise Yaxley (political journalist, ABC) and Kay McGrath (Ch7) to host and facilitate panel discussions for state events
• 11,008,134 in potential reach across 52 outlets (print, broadcast, online)
• 98% positive media sentiment
• 1,100,000 estimated Twitter impressions from 730 tweets with #SAL2016 hashtag (from 30 May to 30 June)
• 843,787 impressions on Facebook and LinkedIn (only 40% through with social strategy)
• 9,398 unique users visiting the website (as of 4 July)
• 4,457 downloads from the website (as of 4 July)
• Almost 500 registered attendees across six state events

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