Marketing Plan and Asset Development – IPWEA

Objectives

  • 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

Strategy

  • 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

Results

  • 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.”

NSW Health Creative Concept Brought to Life

Objectives

  • To create a simple, interactive device to support Munch N Move, a NSW Health Initiative with a focus on Fundamental Movement Skills (FMS) for children in Early Childhood Centre’s.
  • To support Early Childhood Educators to encourage healthy eating and physical activity using a range of learning experiences.
  • To create an easy, professional development resource to aid in training and support to early childhood educators.
  • To create a fun, complimentary child-friendly, poster for children attending Early Childhood Centre’s to support the NSW Health initiative.

Strategy

  • Zadro created a resource to support early childhood educators to encourage and promote FMS development in children aged 3-5 years.
  • Zadro created a complimentary, interactive poster for early childhood centers to use the program to support the learning objectives of NSW Health
  • In addition, 13 fun monster character cards were designed to Velcro on the poster, to encourage children’s active participation in the learning of FMS development

Results

  • Created 150 posters for distribution on Munch N Move site visits
  • The poster was tested and approved for white board markers, improving the durability and lifespan of the resource
  • Created 3,900 FMS Velcro monster character cards to be used with the posters
  • Created 150 activity books for distribution on Munch N Move site visits

The Parks Community Network – Brand Refresh

Objectives

  • To refresh the brand while retaining the current name.
  • To represent The Parks Community Network which exists today.
  • To help The Parks Community audience find and identify the organisation.
  • To assist in the organisation’s drive to increase funding from the government and other bodies.
  • To create a visual identity which connects with the people both internally and externally at The Parks Community Network.
  • To help achieve mission, vision and goals for the future organisation.

Strategy

  • A strategic approach to the process of rebrand was taken.
    • This included: Understanding who the organisation is, why they exist, what they want to be, and what the organisation wants to achieve in the coming years.
  • Zadro developed a new brand to represent the whole organisation.
  • Zadro undertook creative research, colour mapping, design and concept, concept refinement and incorporated client feedback, to create a cohesive brand.

Results

  • Zadro developed a new primary logo, secondary logo and a logo for each of the seven different services currently offered by The Parks Community Network, which can be extended as new services are offered.
  • The logo was made up of elements which are a visual representation of the different components of the organisation.
  • Visual devices were created to be used as a branding element in Parks Community Network communications.
  • Key items of collateral were designed including: business cards, letterheads, pull up banners and a PowerPoint template.
  • Key language was refined, including vision and mission.
  • A new tagline was developed.
  • Key messages were written to ensure consistency across all communications.

Moonacres Product Marketing Strategy

Objectives

  • To create an overarching brand strategy for the business to expand its products/offerings
  • To position the farm as integral to all other products and services
  • To relaunch the Kitchen along with its pop up restaurant
  • To launch a cooking school, offering classes onsite with local chefs/cooks
  • To create and engage a community, who are equally as passionate about sustainable produce, its source and most importantly sharing it
  • To partner with local suppliers to help raise the profile of the Southern Highlands/Robertson as a food destination

Strategy

  • Zadro created an integrated marketing plan for Moonacres Group to develop, implement and grow the products of their business.
  • Moonacres was launched via moonacres.com.au, promoting the Farm, Kitchen and Restaurant, along with targeted eNewsletters, social media, press releases and local media support and events collaborating with other local suppliers.

Results

  • Successfully launched the Farm, Kitchen and Restaurant as individual products of the Moonacres Group.
  • Assisted with building product awareness in the local market through press release and media relationships.
  • Marketed two summer restaurant pop ups, Jimmy Nardello, along with partnering with other local suppliers to host events that showcase local produce.
  • Built an online community on Facebook and Instagram, as well as subscribers via the eNewsletter.

AFIA Conference Communications Management

Background 

The Australian Finance Industry Association (AFIA) host an annual Conference bringing together members of the finance community to inspire, empower and connect the industry. In 2019, the annual event was themed around restoring trust, rebuilding confidence and redefining culture. Zadro have been appointed for two years to provide digital and social marketing, PR and stakeholder management.  

 

Scope of Works 

  • Promote the AFIA Conference, including all sessions and speakers, to members, prospects and relevant stakeholders 
  • Communicate the benefits of attending the AFIA Conference to help secure attendance 
  • Provide social media support on Twitter and LinkedIn prior to and live from the event 
  • Conduct on-site communications and stakeholder management support to the AFIA team  
  • Supply post-event content to engage speakers, partners, attendees and the wider AFIA audience 

Strategy 

  • Zadro supported AFIA in creating a short-blast strategic marketing campaign to engage speakers, members, prospects, exhibitors and partners 
  • The AFIA Conference was promoted via EDMs, social media and media relations  
  • Zadro attended the AFIA Conference to execute live social media and to produce content to utilise on LinkedIn and the website post-event 
  • Zadro assisted with senior support on-site to support engagement with speakers, partners and delegates. 

Results 

  • Marketing activities resulted in more than 250 people attending the AFIA Conference each year, and an increase in social media reach and engagement during and after the event.  

COSBOA National Small Business Summit Public Relations

Background

The annual National Small Business Summit brings together government leaders, policy makers, regulators and industry Association decision makers. 2019 was the first time it was branded as COSBOA’s event. Zadro have been successfully reappointed as the designated PR agency for 6 years.

 

Objectives

  • To promote the NSBS19 event, including all sessions and speakers, to relevant media and target audience
  • Raise awareness of COSBOA and the big issues currently facing the small business sector
  • Communicate the benefits of attending the NSBS19 to potential attendees and help secure attendance
  • Secure media coverage for COSBOA and the NSBS19
  • Provide social media support on Twitter, Facebook and LinkedIn for the NSBS19
  • Secure media partnerships and advertising opportunities to promote NSBS19

Strategy

  • Zadro created an event driven and integrated digital PR campaign to engage COSBOA members, media and government
  • The COSBOA National Small Business Summit was promoted via social media, EDMs, media relations and advertising
  • Created a suite of social media graphics emphasising the brand and content expected at the Summit
  • Created speaker/exhibitor/sponsor graphics to maximise the shared voices
  • Invited key media to attend the Summit and conducted extensive speaker and sponsor liaison for on-site interviews and post-event coverage

Results

  • Highest delegate numbers for 3 years
  • Increased advertising reach to over 121,000
  • Total social media engagement increased by 37% from 2018
  • Secured media coverage including; ABC, The Age, Sydney Morning Herald, The Australian, Inside Small Business, Small Biz Matters, My Business, SmartCompany, Dynamic Business and Koshie’s Business Builders
  • Potential reach of media coverage was 2.1 million people
  • Post event survey feedback ‘The PR team ROCK’!

AGE Australasian Gaming Expo Campaign

Objectives:

  • To present AGE 2018 as the must-attend gaming and hospitality event in the southern hemisphere
  • To position AGE as the most entertaining platform for the international gaming community to network, see new products/innovation and seek potential business partners
  • To position the Expo as a leader in technology and innovation
  • To generate high engagement and create a ‘buzz’ about AGE 2018 building on the credibility of the event internationally
  • To engage media, visitors and exhibitors in the Expo’s speakers and event program
  • To engage new visitors and encourage a sense of community between newcomers and long-returning guests
  • To assist exhibitors in maximizing their ROI at AGE 2018

Strategy:

  • Zadro created an event driven integrated communications campaign to engage AGE 2018 visitors and exhibitors as well as media
  • AGE 2018 was promoted via www.austgamingexpo.com, visitor and exhibitor EDMs, social media, advertising, email newsletters and newsflashes, PR and media releases as well as via ongoing media relations in the lead up to and during the event

Results:

  • Successfully launched AGE 2018 by promotion of the latest industry technologies on show
  • Increased delegate visitation at AGE by 7%
  • Engage a 7% increase in delegate visitation at AGE 2018
  • All social media platforms saw increased engagement: Facebook 18%; Twitter 6% increase, as well as proactive engagement with and between exhibitors, and LinkedIn 14% increase
  • Engaged positive media attention for AGE 2018 by coordinating speakers’ availabilities and improved connections that enabled event promotion

A Place to Grow Communications Campaign

Objectives:

  • To reduce the workloads of the Unit and District leaders directly related to the recruitment and retention of members.
  • To articulate a strong message about what Girl Guides is, can offer and provide young women and the community.
  • To link the great marketing and promotion initiatives of the Girl Guides NSW/ACT community together to leverage their collective power.
  • To produce communications that speak to all Guiding decision makers (and influencers) not just the Girls.
  • To support strong relationships between Girls, volunteers and parents and the state-based brand/organisation to foster loyalty, advocacy and retention beyond the Units.

Strategy:

  • Zadro designed and delivered an insights project to better understand past and current Girl Guides, parents and volunteers.
  • Zadro created an integrated communications campaign to engage Girl Guides, parents, volunteers and the wider community; it was called A Place To Grow.
  • Zadro supported the Girl Guides community, engaging with 540 Units to promote the campaign during Girl Guides Month with templates, PR releases, presentations and social media content in a detailed marketing kit.
  • Zadro designed marketing collateral for Girl Guides to use across all of their channels and also directed the publication of this content.

Results:

  • Successfully launched this  grass-roots recruitment and retention campaign for Girl Guides NSW and ACT.
  • Engaged with wider audiences increasing membership enquires by 600% in May.
  • Reached 194% more people on Facebook in May than the previous month.
  • Increased engagements by 134% on Facebook compared to the previous month.
  • Achieved 8 media clippings for the campaign in May.

Sydney’s West – The Ultimate Weekend Brand Campaign

Objectives:

  • To create a destination campaign around the weekend 23 and 24 March 2019, when Sydney’s West was playing host to three well-known sporting events.
  • To boost visitation to NSW.
  • To contribute to the growth of the Western Sydney visitor economy.
  • To promote brand Sydney’s West as a desirable destination, a place for fun and excitement, a place for diverse experiences, a place for friends and family to gather.
  • To support Destination NSW’s major events strategy.

Strategy:

  • Zadro developed a strong brand, creative device and artwork for all channels including Sydney’s West and Partner websites, eNewsletters and social media.
  • Zadro liaised with the various stakeholders to develop appealing offers, develop content pieces and leverage their communication channels.
  • Zadro wrote and supplied content for Partners to publish across their channels i.e. social media and eNewsletters.
  • Zadro managed the end-to-end production of radio advertising.
  • Zadro used Facebook advertising to promote the Sydney’s West page, as well as boost various posts.
  • Zadro supported the consumer-facing campaign with industry-media public relations.

Results:

  • Successfully launched this pilot program within 5-weeks of commencement.
  • Increased Sydney’s West Facebook audience by 198%.
  • Increased Sydney’s West Twitter audience by 500%.
  • Reached a radio audience of 309,000.
  • Increased visitation to Sydney’s West website by 722% compared to the previous 30 days.
  • Fulfilled Destination NSW’s requirements for funding.

SRC Constructing Creativity Campaign

Objectives:

  • To create a campaign to address the changed marketplace competition i.e. large players who have entered the full production and staging arena.
  • To promote the custom solutions offered by SRC for those who want a specialised custom service.
  • To raise the profile of SRC in this category of staging, especially among younger Event Producers.

Strategy:

  • Zadro developed a campaign to target creative event producers who want to do something different and special; and advocate for the event producer profession.
  • Zadro developed a campaign brand, which was an extension of the current SRC brand, and artwork for all channels including website, eNewsletters and social media.
  • Zadro developed videos for use on social media and website.
  • Zadro developed key messages around SRC’s custom and creative approach, and the resources available to event producers.
  • Zadro wrote content for website, eNewsletters and social media.
  • Zadro supported the campaign with industry-media public relations.

Results:

  • Achieved above average open rates for all eNewsletters.
    Strong social media engagement.
  • High video view rates.
  • 6 pieces of PR coverage achieved with over 100,000 estimated coverage views.
  • The messaging has been integrated into SRC communications after the campaign to continue to reinforce the message.