That chair you ate breakfast in. That bridge you crossed on the way to work. Yes, even that traffic light that changed deviously as you approached it this morning, making you just a tad late. They’re all made possible by engineers (so, sorry about that last one). It’s not just the day-to-day things that they create to make life better.

We’ve recently met some pretty remarkable people who are improving not just our modern world but, also developing countries.That insight is at the core of our recent campaign designed to drive new members to join the Ontario Society of Professional Engineers (OSPE).

If you’ve read this blog before, you know that we are champions of solid strategic thinking that underpins all of our creative work. OSPE presented us with a great challenge, and we worked with their team to unearth some insights from some pretty amazing members of the association – engineers who are changing the world in their own unique ways. OSPE plays a key role in the careers and businesses that are run by engineers across the province.

We positioned OSPE as the support network that is part of what allows engineers to concentrate on the good work they do every day. To convey that message, we showcased four impressive engineers.

OSPE also invited other engineers to: “Go ahead. Change the world. We’ve got your back.”

The campaign is really a celebration of the work that engineers do on a regular basis to make the world better, safer, and more comfortable.

Art direction was key to creating a visually ownable campaign. We created a muted colour pallet and posed our engineers, Andrea, John, Mandy, and Wes, as bold and confident. Even though they weren’t accustomed to posing for photoshoots like professional models, they were amazing on set, each projecting the precise rockstar attitude we were looking for.

From city planning to environmental assessments, to helping developing countries, to providing drinking water for First Nations communities right here in Ontario, these four dedicated professionals personify engineering and represent it at its very best.

The campaign was also supported by a new tagline for OSPE, “behind every great engineer.”

This line confidently states the core purpose of the society, which is to support the engineering profession through advocacy, networking, professional development, and much more.

Print advertising, transit ads, a signature event concept, digital advertising, an email campaign, and social media were all tactics that were used to push the public and engineers to engage with the content on the campaign microsite.

A deep dive into their brand, their mandate, and research in collaboration with key stakeholders at OSPE allowed us to build a powerful strategy that has resulted in a compelling and successful campaign. The preliminary results are in and there has been a 20% increase in average monthly membership acquisition since the start of the campaign.

Through our ongoing work to create and implement a social media strategy for the association, we came up with a social media contest to boost engagement and pique follower interest in the campaign. As a result, from January to November, 2017, social media follower growth has increased on all channels by an average of 78%.

If it’s time for your brand, cause or association to tell a bigger story, let’s see if we can engineer something together. Contact us to learn more about how we can help get your next campaign off the ground.