To help reinforce its commitment to Australian small and medium business owners, Telstra wanted to amplify the awareness and engagement with its awards programs.
The awards were positioned as a celebration of small and medium businesses and owners across Australia. Lighthouse developed an annual media communications strategy that drove awareness and encouraged nominations, while highlighting Telstra’s commitment to Australian SMEs.
Lighthouse leveraged localised stories and led communications campaigns that increased annual awareness for the awards and their nominees, while at the same time drove government and peak body awareness to encourage broader endorsement and further increase quality nominations.
Annually, Lighthouse exceeded Telstra’s targets of improving total media coverage or delivering high-impact coverage in Tier 1 media channels for both programs. The company also delivered new PR outcomes that increased alumni participation and contributed to repeated record conversion rates of nominations to entries.
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