The launch of the new event space aimed to expand the venue portfolio and spark renewed interest in the museum as one of Sydney’s finest collection of unique event venues
Establish an event venue brand that speaks to the needs of the Sydney event market and increased the overall awareness for the market that the museum had eight venues
Zadro was hired to:
launch and build the Lighthouse Gallery profile as the ‘it’ venue for 2014, 2015 and 2016 through the roll out of a strong marketing and public relations campaign
Design a campaign that drove awareness across the museum’s portfolio of venues.
support the team to achieve the sales target
Strategy:
Zadro led a three-hour strategy session which uncovered a number of key selling points and identified the target markets
Challenges that the roll out of the strategy faced were the marketing of a venue to rival others in Sydney’s highly competitive events industry, coupled with the lack of awareness of the museum as a multi-functioning event space
Out of the strategic session, a well-defined plan was put in place to launch the new waterfront event venue via two creative campaigns:
The launch creative – needed a unique and powerful creative execution to sell the story of how the space could be used by event managers. The look and feel of all items (invitation, presentation graphics and EDMs) were aligned and imbued with sophistication
Corporate creative – a branding exercise for the integrated web and press advertising to inform the public of the museum’s location, positioning it as a ‘must experience’ venue
Results:
Marketing and PR activity cemented the new venue as a key component of the Sydney events market and re-established the museum as home to a unique collection of harbour front venues
The venue’s Facebook page amassed almost 800 likes in just under three months, which was the result of mostly organic work
Posts within the Facebook page reached an average of 2000 people with a number of standout posts exceeding a reach of 10,000
Total PR value achieved within a three month campaign: $286,130.55
Total sales revenue generated exceeded the budget by 15.3%
To redesign Deanna Varga’s career path and create the balance between her work life and her personal life
To realise the commercial opportunities of her new boutique agency
To bring this vision to life with intrinsic drive and tenacity to ensure a bright and successful business future
Strategy:
Zadro facilitated a COMM*BAT strategic planning session to uncover Deanna’s business objectives for her next career move
To create a savvy, commercially-minded boutique consultancy that excels at unpacking and reframing issues to deliver commercial and revenue generation solutions in tourism, business events, government agencies and the arts
Results:
Naming options for her new consultancy that was relevant to the needs of her potential clients and customers. The name needed to be ‘future proof’. Mayvin Global was chosen because it means a trusted expert in a particular field, who sees to pass timely and relevant knowledge onto others on a global scale
Developed her unique selling proposition and tagline: Expert thinking. Trustworthy experience. Strong connections. Demonstrated results.
Developed Mayvin Global Brand and Style Guide
Developed all marketing collateral across digital, social and print
Developed thought leadership blogs and email marketing communications
To rename Schizophrenia Fellowship of NSW to better reflect the organisation and its services (all mental illness, not only Schizophrenia)
To consolidate 82 services with different names and brand identities under the one brand architecture
To create a strong and powerful brand that would connect with consumers and carers and support advocacy
To prepare for changes to the National Disability Insurance Scheme (NDIS)
To develop the brand identity, including brand story, name, logo, tagline, vision, mission, key messages, style guide and brand architecture
Strategy:
An extensive, collaborative and considered process was undertaken to define the new direction of One Door, including: Board consultations, stakeholder consultations, staff surveys, facilitated workshops, brainstorming sessions and presentations to management
The organisation’s name was changed to One Door Mental Health and the brand strategically developed to honour the organisation’s history and to take the organisation into the future
Through the process a new direction was established for organisational values, mission and vision, key messages, key focus areas, which led to the creation of a new brand identity
The voices of staff, consumers, carers and advocates were used to create relatable brand ambassadors and ensure integrity
Results:
Successfully renamed and rebranded the Schizophrenia Fellowship of NSW to One Door Mental Health
Engaged all internal stakeholders in the journey to a new brand
A fresh brand reflecting One Door’s offering, positioning and dedication to the future
All new collateral: corporate collateral suite, business cards, report templates, brochures, information sheets, stickers, invitations, posters, flyers, pull up banner, media wall, merchandise
All new digital assets: website design, PowerPoint templates, EDM templates, launch video
Create a new member brochure for A5M (The Australasian Academy of Anti-Ageing Medicine)
To clearly communicate the vision and mission of A5M and the benefits of membership
To refresh the design of the A5M member materials and create a new style and concept for future use
Strategy:
After working with A5M previously on their membership survey and communications strategy, the membership brochure copy was re-written and focused on re-engaging members and acquiring new members
Copy included tagline, mission, A5M pillars, an outline of the industry and members, benefits of membership, education & training services, and the national conference
Infographics and visuals were incorporated into the design to make the marketing collateral more engaging and to further represent the brand style and identity across the material
Results:
A printed and digital brochure that is highly branded, communicates effectively with both members and prospects on the benefits of engaging with A5M
A5M utilise their brochure at renewals, when they exhibit, at their national conference, at their education & training events, and when meeting with influencers and stakeholders
To develop a powerful PR campaign to raise awareness in the Business Events market of the new Action Station Pavilion; an $11 million suite of unique venues at the Australian National Maritime Museum in Darling Harbour, at AIME 2015 (Asia-Pacific Incentives and Meetings Expo)
Strategy:
To develop and roll out a highly specialised communications plan in preparation for the museum’s participation in AIME
Results:
Designed and delivered a precinct map brochure positioning the new attraction within the Museum’s established venues
Organised, designed, prepared and delivered a presentation exclusively for media, launching Action Station Pavilion
Designed and produced an animated video, highlighting the museum as an events precinct and officially launching Action Station Pavilion
Designed, wrote and broadcast two EDMs promoting the museum’s participation at AIME
Wrote, edited and proofed a media release announcing Action Station Pavilion to the Australian and Asian business events trade publications
Developed an engaging social media campaign pre, during and post AIME, communicating the museum’s key messages
Media Results: 44 clippings from the broadcast of one media release, valued at an estimated $254,170.96 in PR value
Share of voice: 43% online, EDM 14%, Twitter 25%, Google and Print 7%, Facebook 4%
To undertake research, to develop a strategic plan and create a powerful name and brand that represents and positions the Association of Woolworths Employees (AWE) as the organisation of choice for current and ex-employees across Woolworths Limited companies in Australia and New Zealand.
To engage Woolworths employees, both AWE members and non-members, to gain insight into the community’s perception of AWE’s services and offers, usage, accessibility and overall brand perception. Key findings from the research would inform the AWE rebrand and ongoing strategic direction.
Strategy:
Zadro effectively engaged with AWE’s community writing and conducting a customised customer survey which was distributed via a digital platform to over 18,000 individuals nationwide, in conjunction with one-on-one interviews with AWE members. The survey results were analysed with results and recommendations on brand awareness and customer satisfaction presented to the AWE board of directors.
Results:
Created a comprehensive customer survey
Conducted five stakeholder interviews
The survey was opened by 37.8% of recipients and completed by over 4,431
Delivered a thorough customer insight report detailing research findings, strategic recommendations and a communications plan to the AWE board of directors
Designed and presented three powerful brand concepts to AWE’s board of directors – one brand concept was approved without additional design changes
Create a 30th anniversary logo that represents the association’s brand values and complements the existing logo look and feel
Launch the logo to market to raise awareness of the milestone event
Strategy:
Implement the 30th anniversary logo across the association’s marketing channels including social media, website, email newsletters and invitations to the penultimate celebration dinner
Integrate the campaign across the marketing communications of the association
Raise awareness of ATMS and the 30th anniversary year
Drive ticket sales for the 30th anniversary celebration dinner
Results:
Developed a logo to support ATMS in their 30th year
Executed the logo across the marketing channels: Wise N Well newsletter, Friends of ATMS newsletter, TV advertisement, Facebook, Twitter, marketing collateral and website
