Campaign look and feel • responsive design • microsite • brochure
RAEng has a remit to champion the uptake and understanding of Engineering across the UK. Westminster and parliament has grappled with turning a depressed market around and back into growth. Engineering is one of the UK’s greatest exports and Firedog has been tasked with developing a communications campaign which communicates this fact to the widest possible audience.
We wanted the material to be as widely distributed as possible, so we decided on an integrated campaign whereby we would produce both a printed and digital copy of the campaign. We developed the campaign title “Engineering for growth” so that we could own the natural SEO context for the search terms which make up the initiative. We developed a series of case studies which focused on each of the UK’s leading success stories, developing supporting imagery and vital statistics to ensure an easy read. For the microsite, we developed a fully responsive design template, which made for format-friendly reading across a range of devices. The site could easily be read from full widescreen desktop mode right down to mobile portrait mode. The supporting brochure format ensured that the campaign could also be “pushed” to key figures in industry.
Since its inception, the campaign has reached millions of people through traditional and social media, events, and ministerial engagement. The microsite has had 4,000 unique website visitors and 400 people now read the monthly newsletter. Over 100 press articles have been generated and the campaign has had three references in ministerial speeches. The #eng4growth hashtag gets daily use on Twitter and further generates publicity.