What did we do?
- Branding strategy driven by archetypal theory
- Communication strategy
- Social media content calendar
The Royal Australian Mint (RAM) is more than Australia’s coin currency producer; it is a leading Canberra tourist destination, education facility and trusted historical expert. While the brand itself is highly recognised and known, their marketing collateral, particularly the website, didn’t target the different audiences to exude the essence of the brand.
We needed to identify and leverage the different existing and potential channels and position RAM as an authority/leader in coin production. This approach required a strategy and top-level direction that outlined who and how to speak to that could be easily understood and replicated by the marketing team.
From the initial consultation, we determined RAM is a Ruler brand archetype as they exude leadership and authority within the coin production industry. They deliver consistency through highly regimented procedures and policies, ensuring they set and maintain a replicable standard for Australian coins.
In order to appear more approachable towards the two target markets (Tourists and Collectors), we suggested using Sage tones during conversation (knowledge, growth and planning) and exude the Explorer in their philosophy and energy (Leader in their field, self discovery, learning through engagement). We also suggested utilising separate social and communication channels for each target market to ensure relevant messages are sent to the right people.
As consumers identify RAM as the authority for coin collection and begin interacting with the brand, they will be presented with facts and messages relevant to their interest level (Sage), allowing both Tourists and Collectors to discover more about coin collection and circulation (Explorer).
During a communications review, we discovered a number of communications opportunities to engage with the different targets as well as defining the use of different channels with a comprehensive content strategy. This strategy outlined content ideas, message frequency, targeting and message focus across all communications platforms.
From a review of the existing communication channels, we identified a number of opportunities including eliminating flash from their website and utilising a responsive website design with simplified navigation. Additionally, we pursued new social channels for sharing content, promoting rare stock, providing a forum for collectors and connoisseurs to communicate with each other, and personalising online orders.
RAM implemented the communications strategy and introduced a number of new social channels including Pinterest and Instagram, while using the Sage/Explorer tones in their content. Social channels are much more engaging, with a strong sense of self discovery and wisdom in each post.