Australian Business Events Association (ABEA) – New brand, unification communications & brand launch

OBJECTIVES

  • To build a brand identity befitting a new peak association, after the unification of three established organisations representing a $36 billion industry
  • To develop the brand positioning representing diverse stakeholders including government, suppliers, organisers, venues and bureaux, and focused on communicating to senior management, creative and technical people, and the larger business community of Australia
  • To ensure a futureproofed brand, able to evolve with the industry it represents, whilst remaining synonymous with its values and aims
  • To articulate and communicate the reasons and benefits of the unification to members and media via digital and social marketing and PR campaigns
  • To ensure a smooth transition across all platforms to the new brand including the website and digital and social channels
  • To develop a suite of marketing collateral items for the new brand

STRATEGY

  • Zadro hosted a brand discovery session with key members of the project delivery group
  • Brand market research and an industry wide logo and colour analysis
  • Developed four creative concepts including colour palettes, typography, logo etc.
  • Devised the brand story and language to capture the aims and motivations of the organisation and to speak to the unification of the industry

RESULTS

  • The creation of a brand that truly represents the needs and voices of a diverse national industry, uniting a wide array of stakeholders at one table
  • The creation and implementation of a communication strategy with public relations, social media and advertising for launch
  • Defined the brand language and messaging including tagline, mission, vision and boilerplates
  • Creation of a logo representing the industry’s diverse stakeholders sitting together at one table. The logo’s circular and converging design reflects the collaborative nature and continual growth of the industry
  • Production of a visual identity and style guide portraying the contemporary, approachable, and professional tone of the Association.
  • Designed and built all the Association brand collateral for launch
  • Creation of marketing assets to implement the new brand including animated logo GIF, ads for digital publications, social and EDM template and videos
  • The creation and management of the brand’s social media channels, with consistent branding

Australian Podiatry Association (APodA) – Conference Brand & Marketing

OBJECTIVES

  • To create a new look and feel for the Australian Podiatry Conference 2023
  • To engage members in conference marketing and drive registrations
  • To support with securing sponsorships and exhibition bookings for the conference
  • To meet marketing requirements for sponsorship agreements

STRATEGY

  • Zadro created a new brand and theme for the conference to reflect the focus on the future of the podiatry profession in a sophisticated manner
  • Zadro developed content calendars for both enewsletters and social media to ensure all key messages were communicated and sponsorship agreements were met from February to June
  • Zadro designed a range of visual assets to effectively communicate key messages and draw attention from key audiences

RESULTS

  • The theme, United for Excellence – Community, Education, Purpose, resonated well with podiatrists
  • Zadro designed the Sponsorship and Exhibition Prospectus
  • Members, Partners and Exhibitors were provided with marketing packs to promote their attendance/involvement with the conference
  • Zadro drafted 19 enewsletter communications promoting the conference & exhibition
  • Zadro drafted 200 social media posts for Facebook, LinkedIn, Instagram and Twitter
  • There were over 900 registered delegates (in-person and online) and 68 exhibitors

This was an extremely successful conference that reached its financial goals, and brought the community together nationally for the first time since 2019.

National Timber & Hardware Association (NTHA) – Branding and Merge Communications

OBJECTIVES

  • To develop a new logo and brand style guide for NTHA after the merge of two established organisations: TABMA Australia and Hardware Australia
  • To articulate and communicate the reasons and benefits of the merge to members and internal stakeholders across both organisations
  • To position the new organisation as a leader of the timber and hardware industry
  • To raise awareness of NTHA and its service offerings with membership, industry stakeholders, the marketplace and trade media
  • To ensure a smooth transition across all platforms to the new brand including the website and social media channels for both organisations

STRATEGY

  • Zadro developed three design concepts for the new logo and styles including different fonts, imagery, patterns and colour options
  • Zadro created new assets across the brand materials, signage, uniforms and digital platforms
  • Zadro launched a ‘stronger together’ / ‘vote yes’ campaign, communicating the benefits of the merge to both the timber and hardware members
  • Pre- and post-merge, Zadro created an integrated communications campaign which was disseminated across email marketing, social media and
  • the website
  • Zadro created a new ‘membership pack’ to introduce NTHA team members and communicate the benefits of membership with the new organisation and the range of services that could be accessed
  • Zadro created a series of media releases to engage the trade industry media to cover the merge with a positive sentiment

RESULTS

  • The ‘vote yes’ campaign was successful with TABMA Australia and Hardware Australia merging to form the National Timber & Hardware Association (NTHA)
  • Formalised a new brand architecture and style for the top level corporate NTHA brand, as well as the service offerings and separate business divisions
  • Designed more than 50 marketing content pieces and assets for the ‘vote yes’ and ‘stronger together’ campaigns over a four-week period, including a new member welcome pack
  • Successfully launched the NTHA brand including collaboration with the NTHA team to create a new website, email marketing, social media animations and posts, trade advertising and direct marketing
  • Secured 16 media pieces across all key trade industry magazines (digital and print)
  • Zadro set up the brand assets and marketing templates in Canva for use by the internal team to ensure brand consistency across all collateral created

Membes – Marketing, Communications & Design

OBJECTIVES

  • To promote Membes Association Management System (AMS) to Associations via multiple channels (digital content, enewsletters, social media and advertising)
  • To raise awareness of the benefits of Associations using an AMS to support with the management of their data and other organisational needs
  • To increase the number of customers Membes obtains via marketing campaigns
  • To launch new features offered by Membes to their key audience
  • To showcase the many benefits of using the Membes system through case studies

STRATEGY

  • Zadro created a content marketing matrix with different ideas to be rolled out over the 6-month retainer across enewsletters, blogs and social posts
  • Zadro developed a 3-month enewsletter calendar to plan content in advance
  • Each month Zadro produced monthly blog content based on relevant and trending topics for Associations
  • Zadro drafted two social posts per week and supported with the management of the Managing Director’s LinkedIn page
  • Two enewsletters are drafted and sent out each month to customers – Membes News and Community News
  • Zadro worked with advertorial partners to develop website banner ads, enewsletter ads and double page spreads
  • Zadro interviewed current customers about their experience with implementing Membes AMS and how it is achieving strong results for them for case studies
  • Zadro designs all graphics used across the marketing in accordance to the style guide requirements

RESULTS

  • 18 blogs drafted and published in a 6-month period
  • 8 case studies drafted and published in a 6-month period
  • 18 enewsletters distributed in a 6-month period with an average open rate of 27%
  • A distinct look and feel for the Membes brand that is easily identifiable

Australian Podiatry Association (APodA) – Fit Feet = Fit Kids

OBJECTIVES

  • To create a new look and feel for the Back to School campaign
  • To educate parents and care givers on the importance of selecting the right school shoes for children
  • To raise awareness of how Podiatrists can support with selecting the right school shoes
  • To inform the public of the range of services offered by Podiatrists
  • To provide members and stakeholders with assets they could use to promote the Back to School campaign

STRATEGY

  • Zadro developed the design concept for the campaign to be rolled out across all assets
  • Zadro developed key messages for the campaign including the tagline ‘Fit Feet = Fit Kids’ to communicate the objectives and engage the audience
  • To ensure greater efficiency in future years, Zadro templated the work so that it can be replicated in future year’s including animated videos, member marketing kits, social copy and email newsletters

RESULTS

  • 32 visual assets were created for the campaign for use by APodA, members and stakeholders
  • 14,400+ organic page reach across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign
  • 5 pieces of coverage were secured in parenting publications including advertorial pieces
  • 127 new organic likes and follows across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign

A new growth strategy required a brand refresh

OBJECTIVES

  • To develop a new brand concept for the business, using the existing name, to support the growth strategy
  • To refine the brand identity, including brand story, and create new visual elements along with brand guidelines
  • To define the positioning of the business and develop key messages
  • To establish a unified tone of voice
  • To develop a suite of marketing collateral items with the new brand

STRATEGY

  • Zadro facilitated a brand discovery session with the client to discuss visual likes and dislikes
  • Zadro completed a visual audit and colour mapping
  • Zadro conducted a photography review
  • Zadro developed several brand concepts – including logo, colour palette, typography

RESULTS

  • Delivered a full brand refresh including a new logo
  • Created a visual brand style guide to be implemented across all marketing channels keeping communications consistent and building a strong and powerful brand
  • The brand style guide included fonts, colours, use of logo on different channels, taglines, language/story guidelines, patterns or icons, photography, plus a visual application of marketing collateral as examples for future design
  • Creation of several new marketing assets to implement the new brand

Supporting U through the Power of Video

OBJECTIVES

  • To capture and share the valuable insights and collective learnings from the Supporting U Learning Circles
  • To educate the community and organisations that work in the domestic and family violence space of the cultural nuances of migrant communities
  • To generate discussion among community groups
  • To showcase the positive impact of the Supporting U program in supporting vulnerable members of our community
  • To give Supporting U Leaders a platform to share their own and their communities’ stories

STRATEGY

  • Zadro created a series of videos with imagery and music that related to the cultural background of the storyteller
  • Zadro developed an integrated marketing campaign to support the launch of the videos and maximise their impact to raise awareness of the Supporting U project

RESULTS

  • The development of seven videos, view them here
  • The videos were launched at an event held in NSW Parliament House with The Hon Natalie Ward MLC speaking at the event
  • The videos were promoted across SSI’s channels including website, EDMs and social media
  • An information brochure was developed on the video series to be handed out at future events

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 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 2023 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 of natural medicine
  • 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

STRATEGY

  • Zadro created and introduced the ‘A-Z of Natural Medicine’ in 2023 to showcase all the varied aspects of natural medicine
  • After successfully creating an Ambassador Program in 2021, this has continued and in 2023, there were 33 Ambassadors who were asked to contribute:
    • Events
    • Blogs
    • Recipes
    • Videos
  • A digital advertising campaign was developed with WellBeing Magazine
  • Natural Medicine Week was promoted via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations
  • The website was updated with new search tools to provide better functionality and a smoother user experience
  • Search Engine Marketing (SEM) was utilised in April and May for additional reach and traction

RESULTS

  • The reach and engagement of Natural Medicine Week has grown year-on-year
  • Approximately 6,000+ consumers registered for 55 digital events
  • 190,227 people engaged with Natural Medicine Week across digital channels through likes, comments, clicks and shares
  • Total reach is estimated at 1 million people increasing from an estimated 1.2 million in 2016
  • 6 million people were reached via social media
  • Overall digital reach was 28% higher in 2023 than 2022
  • The Natural Medicine Week website recorded 82,590 website visits by 14,541 unique visitors
  • 114 new recipes and blogs were added to the website
  • The bounce rate on the website reduced from 4% to 3%