Australian Podiatry Association (APodA) – Podiatry Week

Zadro developed a new strategy and direction for the Australian Podiatry Association’s (APodA) cornerstone annual event – Podiatry Week, formerly Foot Health Week. The campaign was re-energised with a new name, look and feel, and a renewed purpose.

Objectives

• To ensure the campaign was an awareness week with purpose that delivered real impact
• To increase understanding of what podiatrists do amongst the public and healthcare practitioners
• To attract new talent to the profession
• To provide APodA members resources to promote their profession
• To create a streamlined campaign the whole profession, including podiatrists and suppliers, could easily participate in
• To increase engagement and followers across APodA’s social media pages (Facebook, LinkedIn, and Instagram)

Strategy

• For the 2023 campaign, Zadro recommended a significant shift, changing from ‘Foot Health Week’ to ‘Podiatry Week’ to better encompass the wide skillset of the profession and for broader impact
• Zadro developed a new logo and brand creating a fresh look to appeal to a wide audience
• Zadro created the tagline, ‘Podiatry, more than you think’ to raise awareness of the many facets of podiatry
• Zadro developed a ‘Careers Toolkit’ which incorporated a range of marketing materials including a fact sheet, flyer, posters, pull up banners, social media graphics and PowerPoint presentation with speaking notes that podiatrists can use
• Zadro created Canva templates for members and supporters to personalise with logos and images to increase engagement with their respective audiences
• Zadro targeted a range of consumer media covering areas such as parenting, general lifestyle, sports and health

Results

• 65 visual campaign assets were created including social media graphics, e-newsletter and website banners, pull up banners, fact sheet, flyers, email signature tags, videos and Zoom backgrounds
• Zadro produced copy for 72 social media posts across Instagram, Facebook and LinkedIn and reshared member posts during the week
• 8 e-newsletters were distributed to members and non-members with an average open rate of 62.9%
• There were 254 downloads recorded for the ‘Member Marketing Kit’. This was a 137% increase compared to an earlier campaign in 2023, and exceeded the KPI of 110 downloads
• Zadro conducted a survey to assess the new name, brand and resources and members rated the quality of the marketing 4/5
• 4 out of 5 respondents reported the new tagline resonated well with the profession
• An average of 64% increase in post likes across Facebook, Instagram and LinkedIn compared to Foot Health Week 2022
• 6 media clippings were secured including an interview on 2GB radio with an APodA member