WESTPAC | Creation of Westpac STEM Committment

WESTPAC | Creation of Westpac STEM Committment

Working closely with the client, we provided entire project management from concept development through to the creation of the strategic plan, and development of the internal and external communications and media campaign, including social media and profiling.

Challenge

Across the organisation, Westpac places an enormous investment in their STEM initiatives across schools, university engagement, fostering new industry, building a diverse workforce with skills needed for jobs of the future and fostering innovation both within the bank and with industry partners.

The Westpac STEM advocacy team sought to create a cohesive narrative that is used to communicate, internally and externally, the importance and value of this investment to Westpac and to Australia.

Approach

STEM Matters worked with the Westpac STEM Advocacy team to create the Westpac STEM Action Plan: a blueprint for how Westpac has and will work around this important topic, internally and with industry partners, government, education institutions and the STEM sector.

The Westpac STEM Action Plan capitalised and expanded on the organisation’s existing work with government, industry, academic and not-for-profit groups by identifying opportunities that their networks and activities presented. In addition, it provided an avenue for focussing resources, investment and influence, and driving thought-leadership in specific areas.

We worked closely with the communications and marketing teams within the bank to develop key messaging and case studies, identify areas of risk, pinpoint key spokespeople and ensure that our work complemented and strengthened that already undertaken by Westpac communications and marketing teams.

Finally, we organised a media campaign with attached social media recommendations to ensure that, over the three-month campaign, the bank and champions of the project would be able to amplify the messages of the Westpac STEM Action Plan.

Outcomes

Creation of the Westpac STEM Action Plan: a blueprint for how Westpac has and will work around this important topic, internally and with industry partners, government, education institutions and the STEM sector.

Achievements

  • Conception, development and delivery of the first public STEM commitment strategy for an Australian bank
  • Creation of an internal narrative around Westpac’s investment in STEM across the organisation at a time when this subject was being keenly discussed internationally.
  • Acceptance of the Westpac STEM Action Plan across the organisation. Key to this was a deep understanding of and alignment with corporate and divisional strategies.
  • Development and acceptance of media and social media strategy by the Westpac communications team.

 

https://www.westpac.com.au/about-westpac/sustainability/initiatives-for-you/stem-commitment/