The Snowy Mountains Engineering Corporation (SMEC) is a global consulting firm offering engineering and design services on major infrastructure projects around the world. The firm established its roots in the Australian government owned Snowy Mountains Authority (SMA), which built the iconic Snowy Mountains Hydroelectric Scheme from 1949 to 1974; now recognised as one of the civil engineering wonders of the modern world. Combining specialist technical strengths in engineering and major projects with a deep understanding of existing and emerging technology, SMEC delivers sustainable solutions on complex urban, industrial and infrastructure projects worldwide. In Australia and New Zealand, SMEC has a strong market position in the infrastructure, energy and urban development sectors. Drawing on a global portfolio of interconnected skills, SMEC delivers a fully integrated advisory model; creating, planning, delivering and managing projects from concept to completion. Partnering with sister company Robert Bird Group, SMEC provides high-end, complex urban development services to clients worldwide. In the realm of infrastructure, SMEC is recognised globally for technical and service excellence across major infrastructure projects, with specialist experience in transport and logistics, energy and resources, water and environment.
The integrated brand communications campaign ran from April to November 2019. SMEC today is still made up of pioneers and game changers who are making a difference through their expertise, energy and relentless drive for excellence. Together with clients and partners, SMEC has engineered and designed solutions that help to move and connect people, provide access to essential resources and build more sustainable communities around the world. For this campaign, SMEC used storytelling techniques to bring to life the key campaign themes. The tone and language was carefully crafted to be compelling and emotive while maintaining technical integrity. Driven by innovation, ingenuity and skill, SMEC’s people have shaped outcomes in some of the world’s most remote and challenging environments. Communicating the SMEC brand is an ongoing journey, with the 70 Years of Impact campaign forming part of a staged, multi-channel approach. The initiative featured a look back into SMEC’s history, legacy projects and people, but also provided the opportunity to position SMEC as more innovative, digitally focussed and future ready. The overall goal was to increase interaction with and awareness of SMEC’s brand among its primary audiences, laying solid foundations for future strategies that would contribute to future stages of the buyer journey.
A mix of output and outcome based measures were used to gauge campaign success, aligned to audience analysis and the multi-channel approach. The 70 Years of Impact campaign successfully leveraged SMEC’s 70th anniversary to deliver a strategic, integrated marketing communications campaign. Measurable results were achieved with target audiences, placing SMEC in a strong position for the next phase of its brand and marketing communications journey. Impactful conversations were generated from events and social media through to digital and traditional media. The campaign was effective in achieving the goal of increasing interaction with and awareness of SMEC’s brand amongst its target audiences.