Centre for Ethical Leadership – Podcast
The Centre for Ethical Leadership delivers education in ethical leadership. This case study demonstrates our work in creating, producing and publishing its podcast, The Big Grapple.
The Marketing Problem
The Centre for Ethical Leadership (CEL) offers educational programs for leaders in corporates, social organisations and government.
Their ethical leadership programs were well-attended by leaders from government and social enterprise but the Centre wanted to raise its profile and spark a conversation about ethical leadership, particularly with ASX200 and the top 500 privately owned companies.
Brainbox Marketing Director, Michelle Le Cornu, was engaged to work in-house and as a consultant with the Centre for Ethical Leadership.
Her brief was to deliver a communications and marketing program to raise the profile of the Centre to ASX200 and privately owned companies, and to increase enrolments from corporate leaders in ethical leadership education programs.
Michelle’s first step was to talk with the leadership team at the Centre for Ethical Leadership to discover and learn about the Centre and its faculty, programs, participants, marketing and communication systems, and stakeholders. She also conducted an external marketing audit of the Centre’s digital marketing assets and its competitors.
After the due diligence was complete, she developed the marketing strategy. Ethics is an esoteric concept so she had to think of the best way to promote it. There was also the question of how to engage large corporates in the ethical leadership conversation. To Michelle, the answer seemed clear – storytelling – and a podcast would be the best medium because it allowed the Centre for Ethical Leadership to:
- Invite high profile leaders as guests to discuss ethical leadership, the challenges of embedding ethics into the culture of large organisations and they grey areas.
- Spark a conversation about ethics, define what it is and what is isn’t and address corporate Australia’s apprehension about enrolling in ethical leadership education programs.
- Profile of the Centre for Ethical Leadership as the place to go to have meaningful discussions about the tough ethical issues in business.
The Big Grapple was launched on 1 December 2017 via social media, email, on the Centre for Ethical Leadership’s website and on iTunes.
The timing was ideal because the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry was soon to be announced.
In its first six months, the Big Grapple was downloaded (unique downloads) 1000 times. It was shared on social media by high profile ASX leaders, such as Westpac CEO, Brian Hartzer, AICD Chairman, Elizabeth Proust (AO), and ANZ CEO, Shayne Elliott.