Sharing Strategy
Helping the government, partners, and others understand the value and role of BioMelbourne Network in Victoria.
The Challenge
BioMelbourne Network approached Sketch Group to help communicate their new 3-year strategy plan to its members. The goal was to ensure that the government, industry partners and others in the biomedical ecosystem understood the value that BioMelbourne Network brought to the Health Industry in Victoria, and the role that the organisation plays.
At a Glance
- Project: BioMelbourne Network Strategy Campaign
- Client: BioMelbourne Network
- Delivered: November 2021
- Duration: 6 months
- Category: Health, Strategy, Manufacturing, Explainer Video, Illustration
Our Approach
BioMelbourne Network is an industry-led membership association for organisations engaged in biotechnology, medical technology and health innovation in Victoria. Their goal is to create an environment where companies, research organisations, and governments collaborate and prosper.
From early conversations with the CEO, we knew that a video would be well received by the membership, and form a solid foundation to support other communication channels. Our goal was to create an asset that ticks several boxes:
- explain what BioMelbourne Network is,
- state what the organisation stands for
- detail what has been accomplished, and
- spell out the new strategy and the organisation’s future ambitions.
Through briefings with the CEO, and an online workshop with the board and selected stakeholders, we were able to elicit the key items that would paint a picture of an organisation that is productive, impactful, and strategic, and the language that would resonate when communicating this.
The Solution
While the membership of BioMelbourne Network is diverse, it was important that all of the different groups that formed the target audience felt included and represented.
To tackle this, we specifically acknowledged universities, researchers, start-ups, SMEs and multinational companies, manufacturers and the all-important services sector which includes commercialisation, product design and development, intellectual property, legal, and contract research organisations.
With a strong script in place, we combined the existing branding and colour palette with some delightful hand-drawn illustrations that brought the messages to life in a thoughtful, engaging manner.
In the end, the client opted for both a 4-minute video, as well as a short 30-second cutdown video, for use on social media. We also leveraged the imagery to create a brochure for use both in print and digital platforms.
The Outcome
You know you’re onto a good thing when the first draft receives great praise from key stakeholders invited to give initial feedback.
Key stakeholders commented that the video was “clear, directional, has a great flow, and a strong narrative.”
This is exactly what the client was hoping to hear. And it’s what we wanted too.
The video was shared at conferences and online, and is still being used front and centre at the BioMelbourne Network website today.
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