Government and public sector marketing
Campaigns that have to change behaviour, survive procurement and stand up to being published, run by one accountable team.
Where the money moves.
Government work starts with procurement, not a pitch. Most of it arrives through a prequalification scheme or a communications panel, as an RFQ with a fixed evaluation matrix, a response template and a word limit. We answer it that way: named team, day rates, insurances, conflict declarations, and a plan a probity adviser can read without a translator. Once appointed, the work runs through the approval chain you already have, communications lead, agency executive, sometimes a minister's office. Nothing goes to market without the sign-offs recorded against it.
A campaign that changes behaviour has to prove it did. We set the benchmark before launch, agree the measures with your evaluation team, and report against awareness, comprehension, intent and the actual programme action, whether that is a booking, a registration, a claim or a form lodged. Post-campaign reporting is written to be published, because it often is. It ends up in annual reports and in estimates briefs, and it answers the journalist who files for the media plan and the spend. We write the first draft assuming someone is reading it for a problem.
Reach obligations are wider than a commercial media plan. The same message has to land with someone reading in a community language, someone outside a metro signal, someone using a screen reader, and someone who barely uses the internet at all. Accessibility is a build decision, not an approval one. So creative is drafted to WCAG from the layout stage, copy is written in Australian Government Style Manual voice at a plain reading level, in-language versions come through your translation supplier rather than a machine, and the mix still carries radio, print and community media where the audience actually is.
Timing is the constraint you cannot negotiate. Caretaker conventions freeze campaign activity ahead of an election, financial year end moves the budget, and programme start dates are set by legislation rather than by the market. We build the schedule around those dates, with pause and resume terms written into the media buy, so a freeze costs a placement rather than a campaign. Every ad account, domain, analytics property, tag and source file sits in your agency's name, handed over in formats your records team can keep.
What we run.
Campaign strategy and evaluation design
Behaviour change objective, audience segments drawn from your own programme data, message testing before spend, and a measurement plan agreed with your evaluators. The benchmark is set before a single placement runs, so the post-campaign report has something honest to compare against.
Media planning and buying
Paid plans built for reach across metro, regional, in-language and non-digital channels, booked in your name with rate cards and invoices visible to you. Schedules and spend are documented to the standard an audit or an estimates question expects.
Accessible creative and production
Video, radio, print, social and display produced to WCAG 2.1 AA, with captions, audio description, plain English and Style Manual compliance. Files are delivered editable, so your team can adapt them for a second wave without coming back to us.
Search, AI answers and programme pages
People search the programme name, the eligibility rule and the closing date. We fix the pages those queries land on, add structured data, and check what AI answer engines say about eligibility, because a wrong answer there turns into call centre volume.
Earned media and stakeholder communications
Media releases, spokesperson briefing packs, peak body and sector engagement, and community language media outreach, sequenced with the paid schedule so a launch lands once instead of three times.
Questions we get asked.
Yes. We respond in the approach to market format, supply the named team, rates, insurances, conflict declarations and referees, and price the work as a schedule of deliverables where the RFQ asks for one. Where a category sits outside our own team, the response names who would deliver it and on what terms, so the panel is scoring what it will actually get.
The schedule is built with the freeze already in it. Placements are booked with pause terms, production is timed to finish before the window opens, and anything that could be read as promoting a government position is either cleared as essential public information or held. Your communications lead makes that call. We plan the restart so the campaign resumes rather than relaunches.
Against the behaviour, not the impressions. Measures are agreed up front: recall and comprehension from tracking research where you commission it, plus the programme action recorded in your own systems, applications, bookings, claims, registrations. Reporting shows spend against that action by channel and by audience segment, in a document you can publish without rewriting.
You do, from day one. Ad accounts, analytics, tag manager, domains and social profiles are created under your agency's ownership with us added as users. Source files, media plans and the evaluation report are handed over in editable formats so they can be retained under your records obligations.
Also in government and defence
Talk to us.
9 services under one team, run against the numbers your business already reports on.
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