Hearth by Moonacres – New Business Brand and Launch

OBJECTIVES

  • To develop a name and brand for Moonacre’s new restaurant in Retford Park
  • To align the new brand to the existing Moonacres business
  • To build a webpage to create an online presence for the new restaurant
  • To support the launch of the new restaurant with media

STRATEGY

  • Zadro visited the new restaurant site to develop an understanding of the area and adjacent art gallery opening at the same time
  • Zadro worked with the client to establish the new business name, including consultation with the whole Moonacres team
  • Zadro developed a new brand – including logo, colour palette, typography
  • Zadro developed a website page, from design and copywriting to development and launch
  • Zadro developed a media release to create awareness and generate coverage with local media

RESULTS

  • Successfully launched Hearth by Moonacres as a new business of the Moonacres Group
  • The new brand was developed; a style guide and complete suite of brand assets was provided to the client for future use
  • An initial package of collateral was produced including business cards, coffee cards and an editable DL Flyer
  • The new webpage was successfully launched
  • A Hearth by Moonacres branded email template was created

Australian College of Nursing’s (ACN) Institute of Leadership Content Creation

Objectives

  • To curate, design, develop and produce two comprehensive on-demand courses for ACN’s Institute of Leadership
  • To provide two courses that offer engaging and practical information for nurses to build their communications and presentation skills
  • To deliver all collateral for both courses
  • To support the launch of the new courses via marketing

 

Strategy

  • Zadro worked with the Australian College of Nursing (ACN) to identify the key learning outcomes required
  • Zadro developed all the course content to meet the specifics learning requirements
  • Zadro partnered with a director and videography company for filming and post-production
  • Zadro produced all the copywriting for the courses including work booklets and website copy
  • Zadro coordinated with ACN and a third-party website developer to build the platform for the two new courses
  • Zadro developed the email marketing to support the launch and promotion of the new course

 

Results

  • ‘The Leader’s Communications Tool Kit Series’ on-demand course with six rich, engaging and thought-provoking modules designed to empower nurse leaders through successful communication was successfully launched to market
  • ‘Defining your Style Series’ on-demand course is six practical modules designed to give nurses advice on how to go from scrubs to business wear and feel confident in your look
  • See the courses here The Leader’s Communications Tool Kit and Defining your Style

Natural Medicine Week 2021 Communications Campaign

Zadro has worked with the Australian Traditional-Medicine Society (ATMS) on Natural Medicine Week since its inception in 2016 and each year strive to add new elements and grow the campaign awareness. Natural Medicine Week 2021 was the most successful year ever with a huge social media outreach, and virtual events held by practitioners from all over Australia!

OBJECTIVES

  • To increase awareness of the natural medicine industry and the benefits
  • To promote accredited practitioners to the public across ingestive therapies, bodywork & massage, and Chinese medicine.
  • To share healthy tips and recipes
  • To engage government in a conversation about the significance of natural medicine
  • While the main objectives of Natural Medicine Week 2021 remained the same as previous years, government restrictions in response to the COVID-19 pandemic required Zadro to shift to only hosting digital and online events

STRATEGY

  • For the first time 2021, Natural Medicine Week saw the addition of a radio advertising campaign to reach a broader consumer audience
  • A digital advertising campaign was developed with NewsCorp and WellBeing Magazine
  • Zadro developed and coordinated an ambassador program with 23 past winners of the Natural Medicine Awards and past Natural Medicine Week event holders. The ambassadors were asked to contribute:
    • Blogs
    • Recipes
    • Videos
  • Natural Medicine Week was promoted via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations.
  • Zadro worked with ATMS to create 250 gift packs for Parliamentarians, with an invite to attend the launch event for the Parliamentary Friends of Complementary and Traditional Therapies. The Parliamentary Friends hosted a mini expo in Parliament House, and provided ATMS the opportunity to showcase therapies and practitioners.

RESULTS

  • Successfully grown the reach and engagement of Natural Medicine Week year-on-year.
  • Total reach is estimated at 3.9 million people including radio and digital advertising
  • 104 events and special offers listed online
  • Approximately 2700+ consumers attended 55 digital events
  • The Natural Medicine Week website had 27,776 website visits, a 28% increase on the previous year
  • There were 6,663 unique visitors to the website during the month of May
  • 2 million people were reached via social media
  • During May, Instagram had over 403,722 impressions
  • Engaged 23 Accredited Practitioners to be ambassadors for Natural Medicine Week
  • 50 new recipes and blogs were added to the website
  • The Parliamentary Friends of Complementary and Traditional Therapies was a huge success with the expo co-sponsored by Senator Sterling Griff and Rebekah Sharkie MP

Find Aged Care – Brand Launch and Strategic Communications

Objectives

  • To develop a go-to-market campaign to support the launch of Find Aged Care in Australia (Pilot program in the ACT)
  • To provide ongoing strategic communications support to deliver key messages to audiences
  • To support the development of strong relationships with partners and media

Strategy

  • Zadro conducted strategic communications planning: COMM*BATTM to establish a 6-month launch engagement plan
  • Zadro developed creative concepts to leverage the ‘perfect match’ concept for launch
  • Zadro developed key messages for different audiences
  • An ongoing content calendar was developed for post-launch communications
  • Zadro established a brand kit in Canva and set up graphics templates

Results

  • A teaser campaign was used to generate excitement in the lead up to launch
  • A complete suite of marketing materials was created
  • Find Aged Care was launched via owned marketing channels – website, email marketing, social media, direct marketing
  • New social media channels were established and managed
  • A series of blogs were written to provide informative content for all audiences
  • Videos were developed to support and extend the blog content
  • Email newsletter templates were developed to deliver on brand information to the database
  • The client is able to use Canva to create social media posts, email newsletter graphics and other visual assets

TABMA Apprentices Campaign – Building a Career for Life in Timber

OBJECTIVES:

  • TABMA approached Zadro to develop a new creative marketing campaign to raise awareness of their apprenticeship and traineeship program for the timber industry.
  • Timing was vitally important to increase placements and leverage the Government boosting apprenticeships funding in 2021/2022.
  • TABMA wanted to attract more young people to the timber industry, to be able to upskill them and provide career pathways.
  • The campaign had to re-position the many different job roles and opportunities to showcase the diversity of the timber industry.
  • TABMA Apprentices & Trainees aim to build the long-term foundation for the timber industry with a skilled and diverse workforce.

STRATEGY:

  • Zadro reviewed the challenges and barriers to recruiting apprentices and trainees for TABMA, conducted an analysis of the audiences wants and needs, considered the core key messages, and finally, the channel mix; to fuel the communications strategy.
  • The campaign: Build a Career for Life in Timber was created as a lead tagline for the promotions.
  • Over the course of a 3-month campaign, branded content, case studies, testimonials, videos, and job advertisements were utilised to inform and educate candidates on the diverse roles and opportunities that are available to build a future in the industry.
  • Targeted at multiple audiences (the Board, the internal team, members, host employers, employees, candidates, parents and partners) the campaign was implemented through integrated mix of communications including: www.tabma.com.au, EDMs, Facebook, LinkedIn, Instagram, YouTube, printed collateral, recruitment expos and presentations.

RESULTS:

  • Implementation of a creative and consistent brand campaign across digital, social, direct marketing and advertising channels to multiple stakeholders.
  • 50% increase in successful placements of apprentices during the campaign compared to prior placements.
  • The TABMA team were engaged and empowered by a campaign message and collateral they could leverage at a sales level.
  • Reached more than 40,000 people via Facebook over the 3-month period.
  • 5,000 accounts reached on Instagram with 300 new fans across social media.
  • Increased engagement of host employers, apprentices and trainees via social media re: tagging, liking, sharing and commenting on content.

Dalugo – Branding and Marketing

Objectives

  • To develop a strategic communications brand to support business goals
  • To build a website to create an online presence
  • To establish a social media presence

Strategy

  • Zadro worked with the client to finalise the new company name
  • Zadro developed a new brand – including logo, colour palette, typography
  • Zadro worked with the client to articulate and write key messages including mission, values, brand story, tagline, brand tone
  • Zadro developed a website from design and copywriting (including metadata to enhance Search Engine Optimisation), through to development and launch
  • Zadro selected the appropriate social media channels and created new profiles for the organisation

Results

  • A new brand was developed; a style guide and complete suite of brand assets was provided to the client for future use
  • An initial package of collateral was produced including business cards, email signature tags and a PowerPoint presentation template
  • The new website was successfully launched
  • The client can manage and update the website in-house
  • The Facebook and Linkedin channels were launched and handed over to the client after eight weeks of activity

The Free Range Butcher – Brand Kit

Objectives

  • To develop a communications plan focussing on The Free Range Butcher’s mission, the products and availability the brand offers as well as tactical/seasonal messaging
  • To communicate the benefit of free range produce, and position it as a high-quality, clean and sustainable source direct from farm to table
  • To develop a suite of marketing collateral items to promote The Free Range Butcher’s products
  • To ensure consistency in the branding throughout the roll out of marketing and communications materials

Strategy

  • Zadro developed key messaging to be used across social media
  • Zadro designed a campaign visual to communicate a ‘fresh from the farm’ feel
  • Zadro designed and built a suite of graphics and options in Free Range Butcher’s Canva account to be used across Instagram and Facebook
  • Zadro designed collateral for merchandise

Results

  • The set of easy-to-use Canva templates allowed the client greater flexibility to produce and share content
  • The system of designing content has saved the client time
  • The creation of the ‘grass’ ident used in the marketing solidified the positioning of the brand as a fresh, sustainable and clean supplier

The Australian Dental Association – Membership Renewals

Objectives

  • To raise awareness of the member benefits of The Australian Dental Association
  • To inform members of the additional advocacy, support and resources provided
  • To create a membership brochure to engage and connect with members
  • To encourage renewals through targeted communications using the Australian Dental Association’s membership base

Strategy

  • Zadro created a benefit driven digital membership brochure to communicate the key reasons for dentists to renew their membership
  • The content delivered strong value propositions to support the achievements of the association during the pandemic
  • Graphic design, combined with relevant photography and messaging was used to provide a consistent and brand aligned campaign
  • An email marketing piece was delivered to support the brochure delivery

Results

  • In a short timeline, Zadro successfully supported the launch of the association’s membership renewals campaign
  • Zadro created a value driven brochure for The Australian Dental Association to utilise in the future for both membership renewals and acquisitions

TABMA – Membership Marketing

Objectives

  • To provide a strategic marketing approach to TABMA’s membership renewals
  • To help communicate the amazing work the organisation and team provide across their training, advocacy, recruitment and support services
  • To raise awareness of the new membership benefits TABMA developed for their 2020 renewals
  • To maintain retention of membership for TABMA, attract new members and increase engagement in TABMA’s services
  • To refresh the look and feel of the TABMA brand identity to provide consistency in message and design
  • To create a digital marketing plan and assets to begin integrated communications across their website, social media and email marketing
  • To create email newsletter templates to professionally position the brand through direct digital marketing

Strategy

  • Zadro worked with the team to re-develop the value proposition, membership benefits and taglines
  • Zadro designed a new visual look and feel including the key value proposition for the TABMA brand
  • A new visual brand style guide was developed
  • A membership renewals integrated marketing campaign was created and implemented across the TABMA website, email marketing, social media and print materials
  • Email marketing templates, content, schedule and activities were reviewed, and a new strategy and assets developed for the TABMA team to implement

Results

  • Successfully launched the membership renewals campaign engaging existing members and gaining new memberships
  • Re-positioned TABMA and created a robust brand identity
  • Implemented new email marketing templates and a digital marketing content strategy

The Royal Australian and New Zealand College of Radiologists – Brand Refresh

Objectives

  • To evolve the overarching brand of the College, including the Faculty of Clinical Radiology and Faculty of Radiation Oncology sub brands
  • To refine the brand identity, including brand story and create new visual elements along with brand guidelines
  • To define the positioning of the college and develop key messages
  • To establish a unified tone of voice
  • To define social media rules and develop guidelines
  • To create templates for ease of use, ensuring the College and Faculties were visually and tonally consistent in all internal and external communications

Strategy

  • Zadro conducted an audit of the existing brand collateral and online channels to assist with determining what needed a refresh
  • Zadro facilitated a COMM*BAT™ strategic planning session to uncover insights to assist with redefining the brand elements and establishing the positioning of the College with relevant key messaging
  • Zadro designed and built relevant templates with new brand elements for the College and Faculties, to allow for variety, consistency, and longevity of use, including PowerPoint, Microsoft Word and Newsletter templates

Results

  • A single, unified positioning of ‘Better healthcare for all’ has been adopted across the College
  • Clear and powerful key messages telling of the value the College provides its members, profession and Australian community
  • Immediate implementation of the various templates and documents, with positive feedback on how user-friendly they are to use
  • The new visuals were rolled quickly into the design of other collateral including the 2019/2020 Annual Report