NFP Peak Body (Logistics) - Wayfinder Program Community Engagement & Comms – Melbourne, Sydney, Brisbane

Client: Australian Logistics Council (ALC)

Year: July 2024 – December 2025

Project Overview

The ALC engaged Wander to provide community engagement and strategic communications support for the Wayfinder program, a nationally funded initiative designed to increase female participation in the supply chain and logistics industry.

Supported by major national industry partners and member organisations, the program aimed to address ongoing workforce challenges across the sector, including:

• gender imbalance;

• talent attraction challenges; and

• limited awareness of career pathways within supply chain and logistics.

  
  

Wayfinder delivers annual events across Melbourne, Sydney and Brisbane, providing women with behind-the-scenes exposure to the industry, direct access to employers and industry leaders, and greater visibility of career opportunities across the sector.

Project Challenges

As an initiative supported by major industry partners and member organisations, Wayfinder operated within a highly visible stakeholder environment where strong participation, broad representation and effective engagement outcomes were critical to the program’s ongoing success and industry value.

The engagement also required remote coordination across multiple states and stakeholder groups, with Wander delivering engagement and communications support from Western Australia while supporting events and outreach activity nationally.

A key challenge involved reaching and engaging women who may not traditionally consider supply chain and logistics as a career pathway, particularly across underrepresented groups and communities with lower awareness of the sector.

Stakeholder Engagement & Outreach

Wander’s role centred on stakeholder engagement, targeted outreach and strategic communications designed to broaden participation and strengthen the program’s reach across diverse communities and demographics.

Working remotely from Western Australia, Wander engaged with a broad network of stakeholders including:

• government agencies;

• service providers;

• Aboriginal corporations;

• women’s organisations;

• educational institutions; and

• community groups.

  
  

The engagement focused not only on participant recruitment, but also on identifying advocates, connectors and partner organisations capable of amplifying the program’s visibility and reach through their own networks and communities.

Particular emphasis was placed on improving accessibility and participation among underrepresented groups, including:

• First Nations women;

• culturally and linguistically diverse women;

• older women;

• students; and

• women seeking new employment pathways or career transitions.

  
  

Strategic Communications & Rebrand

Alongside engagement activities, Wander delivered a full rebrand of the Wayfinder program and developed a suite of communications and marketing materials designed to strengthen the program’s visibility, consistency and industry alignment.

The refreshed branding and communications framework provided the initiative with a stronger and more contemporary identity that better reflected:

• the scale and modernity of the logistics industry;

• the diversity of women the program aimed to engage; and

• the accessibility of supply chain and logistics career pathways.

  
  

The Outcome

By combining relationship-driven engagement with practical strategic communications, Wander helped strengthen participation outcomes, broaden attendee diversity and support stronger awareness of the supply chain and logistics sector as an accessible and viable career pathway for women across Australia.

This project highlights Wander’s strength in stakeholder engagement, strategic communications and participation-focused outreach, particularly for national initiatives seeking to improve accessibility, diversity and industry awareness across complex stakeholder environments.