Case Study
Australian society
Of ophthalmologists
In 2020 the Australian Society of Ophthalmologists required a fresh approach to their overall communications strategy
Categories
Public Relations
Branding
Social Media
Public relations
The Australian Society of Ophthalmologists (ASO) were looking to build awareness of the profession and enhance their medico-political clout via mainstream media
A PR strategy was devised which leveraged existing talent and cultivated new talent via media training
Television
The ASO was featured on mainsteam TV news and current affairs outlets four times in the first four months
Radio
The ASO was featured on major radio stations across the nation over twenty times
The ASO received extensive print coverage across a wide range of print mediums
Online
The ASO’s online presence was boosted exponentially
SOCIAL MEDIA
The ASO wished to leverage their exisiting social media presence via
Strategy
Despite the challenges of 2020, we managed to devised a flexible strategy to address the ASO’s communication needs
Originality
Upon seeing the proof of effectiveness of their new strategy, the ASO soon became open to adopt a more original approach to their overall media and communications
Results
The point ASO saw more tangible results across their public relations, social media and branding in 2020 than in the entire previous history of their organisation
In 2020 the Australian Society of Ophthalmologists saw more mainstream media coverage, and social media attention, than they had in the whole of their previous ten years combined!
BRANDING
The ASO branding required an update in terms of both messaging and colour scheme. The ASO did not wish to change their logo so we used this as a starting point to develop a more vibrant colour scheme to work across all mediums. The society did not have a consistent mission statement or messaging and thus we devised a series of branding collateral to be used across all its communications including its members’ only magazine, newsletters, media and social media.
The numbers
In 2020 the Australian Society of Ophthalmologists was at the forefront of medico-political news. In a very saturated media market, the ASO was able to gain attention, spark debate and consolidate its voice among the plethora of medical minds seeking to make a significant impact.
- Media Appearances >
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- Branding collateral >
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