The ATO has embarked on a significant and ambitious program of change to create a more customer-centric, innovative and agile organisation. Digital disruption and fragmentation of audiences has created the need for a transformation of traditional marketing and communication practices to effectively engage and influence audiences.
This, coupled with a new leadership team, revised vision, mission and values and a clear corporate plan that laid out priorities for the next four years, created the need for a clear and integrated enterprise-wide marketing and communications strategy. N2N was engaged to deliver this strategy that included an intensive current state analysis, consultation with the Commissioner, Assistant Commissioners and executives and communication and digital audit and industry best-practice analysis. We delivered a four year integrated marketing and communication strategy, 18 month practical implementation plans and a comprehensive measurement and evaluation framework to underpin the transformation to a data and insight-led marketing and communications practice within the ATO.