Prior to engaging CC, Plus Architecture’s marketing and communications activity was managed at a state level, with each studio responsible for promoting its own projects and team announcements. This approach compromised the strength of Plus’s brand voice and limited the practice’s ability to secure ongoing, widespread and strategic media coverage.
CC created a holistic, nationwide media and communications framework seeking to elevate the Plus Architecture brand through a unified brand voice. This new strategic direction also sought to amplify the firm’s industry-leading expertise across Asia-Pacific, reaching key markets and target audiences across owned and earned channels by communicating project-specific content to showcase the brand’s diverse multi-sector focus and commitment to delivering exemplary projects. This centralised communications framework created a more cohesive identity for the practice, highlighting its diverse portfolio and service offering to industry, media and target audiences and supporting nationwide BD activity.
Management and delivery of project press campaigns were at the core of this approach, with milestone-specific communications plans created to engage media, key markets and stakeholders. This encompassed client interviews, project-partner liaison, copywriting and carefully considered media planning to achieve comprehensive coverage in both EGN and industry media at both a national and state level.
Over a six-month period, CC has secured almost 40 articles amounting to a total advertising value of $141,917, PR value of $425,750, and a combined reach of 20,595,472.