NEWS & VIEWS

Beyond our commitment to keep members up to date on Institute and industry news, our brand and communications strategy is primarily focused on connecting, building, and engaging consumer audiences with the clear value proposition that everyone should have access to good architecture and enjoy the benefits of working with an architect.

To that end, in 2022, we greatly increased the Institute’s traditional media and social media exposure, engaging more people to the achievements of the profession and the Institute throughout the year. We strengthened our presence across key broadcast, print and online media, with an increase of over 252% media mentions (from 2021) for Institute campaigns and initiatives regarding our efforts in our ever-popular National Architecture Awards program, policy positioning concerning affordable housing, heritage protection, contemporary design and in particular the 2022 federal and state elections.

We successfully extended our media coverage not only in frequency (1400+ unique articles) and reach (1.6 billion in potential coverage) but also the range of media outlets covering our advocacy and promotional stories. Beyond our industry media vehicles such as ArchitectureAU, the Institute enjoyed extended coverage across mainstream media including ABC radio, the Age, the Sydney Morning Herald, the West Australian and the Brisbane Times. One article in particular received strong exposure, with a reach of 16.7 million, driving positive sentiment in an article titled: Yeppoon architect wins award for Muttaburrasaurus Interpretation Centre design.

252% INCREASE FROM 2021 IN MEDIA MENTIONS

1400+

UNIQUE MEDIA COVERAGE ARTICLES

21.9% INCREASE IN PINTEREST COMMUNITY

21.3% INCREASE IN LINKEDIN COMMUNITY

212% INCREASE IN OVERALL IMPRESSIONS

32.6% INCREASE IN YOUTUBE COMMUNITY

Our social media channels experienced strong growth in consumer and professional viewership and engagement, with an overall increase in community size of 13.6% across all channels. Overall impressions (the number of times our target audiences were exposed to an Institute-related message) increased by 212%.

Among these channels, the most improved outlets were Pinterest (21.9% increase in community), Youtube (32.6%), and LinkedIn (21.3%). Overall, the Institute social media channels achieved over 200,000 engagements (where people are actively liking, sharing, or commenting on posts).