Smarter Business Ideas

Forging a relationship of collaboration and trust between Telstra and the Australian small business community.

the idea

Small and medium-sized enterprises are a crucial market for Telstra’s products and services. Together with BauerWorks, Telstra established Smarter Business Ideas as a content sub-brand that lets the telecommunications giant go beyond the transactional to have a trusted, supportive relationship with SMEs.

Positioning Telstra as a trusted resource and authentic voice for Australian small businesses


Smarter Business Ideas content plays out across website, eDMs, social channels and a tri-annual print magazine. In tone, look and feel, Smarter presents the world of small business as it truly is: full of pioneers, innovators, creative minds and local heroes. Rich in interviews, profiles and case studies, the content positions Telstra as a knowledgeable and empathetic business adviser, and encourages credible and relevant conversations about the brand’s products and services.


That positioning is both confirmed and cultivated with the Smarter Business Monitor, a bespoke survey that tracks and measures the effectiveness of Smarter Business content while also generating shareable content around the shifting experiences and attitudes of Australia’s small business community.


The character of the content is maintained through other content pieces including commercial case studies, white papers and LinkedIn content for Telstra thought leaders.


the impact

Smarter Business Ideas drives purchase, with 41% of readers having purchased or considered purchasing a product seen in Smarter Business Ideas. Almost 1 in 2 readers say Telstra cares about their business in a meaningful way, 82% say that Smarter Business Ideas content gives them the impression that Telstra will provide them with better support and service for their business, and 58% say they would recommend the content to their colleagues, peers or other business owners.


2013 Custom Content Council Pearl Awards
Best eNewsletter of the Year (Bronze)

2013 Australian Mobile Awards
News Category Finalist Smarter Business Ideas for iPad and Android tablets

More of our work:



Australian Institute of Management



Smarter Business Ideas