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Marketing Plan and Asset Development – IPWEA


IPWEA - Zadro Agency


  • To develop a communications plan
  • To develop a suite of marketing collateral items to promote IPWEA’s products and services
  • To ensure consistency in the branding throughout the roll out of marketing and communications materials
  • To incorporate NAMS+ Canada, a subscription-based product, where applicable
  • To promote the high quality of the International Professional Certificate in Asset Management delivered by IPWEA
  • To create assets in English and French Canadian


  • Zadro conducted research and hosted a COMM*BAT strategy session with key IPWEA team members
  • Zadro designed a range of graphics to be used across all platforms including: EDMs, website, social media and brochures
  • Designed a new EDM template including design, copywriting and coding
  • Zadro developed videos to clearly explain the Professional Certificate, including storyboarding, management of the videographer and music selection
  • Zadro created a pitch document incorporating testimonials to promote the Professional Certificate
  • Engaged recent graduates as brand ambassadors for the Professional Certificate. Brand ambassadors were used in website and social media content
  • Relevant collateral, including videos, were translated into French Canadian


  • A detailed strategic communications plan was developed from the findings of the research and strategy session – the plan included key messaging, audience analysis, etc
  • A comprehensive suite of professional marketing assets were produced which can be used across all platforms


After two years of being in the job, David Jenkins CEO reviewed the COMM*BAT report to reflect on the progress of the organisation. He shared this with the Zadro team.

“It is essential for any new CEO to spend time reflecting, asking the ‘right’ questions and listening to all opinions from a range of stakeholders. It’s not something that should be rushed despite the pressures and urges to do so. ZADRO developed a COMM*BAT strategy two years ago and it still resonates. Insightful, carefully thought through and actionable. With ZADRO you have an organisation that will deliver a ‘real’ perspective, providing a clear pathway for future strategy development and implementation.”

“Felicity and the team took the time to understand the IPWEA business, key objectives and our audience. They then worked hard to deliver a complete solution, which delivered great results for us.”
David Jenkins, CEO, IPWEA