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

Australian Traditional-Medicine Society Social Media Strategy

Objectives

  • To provide a forum for ATMS member and practitioner voices on social media channels, integrating with the wider marketing and public relations plan
  • To build and grow a community of natural medicine practitioners and natural medicine therapies end-users on social media
  • To engage practitioners and the public in factual, topical discussions about ATMS and the natural medicine industry (increase social media engagement – comments, likes, shares)
    • To be the go-to place for up-to-date information on natural medicine
    • To demonstrate to natural medicine practitioners that ATMS is the first to market with news on natural medicine
    • To represent the voice of practitioners to the public
    • To provide content for practitioners to share with their audiences
  • Drive traffic to the ATMS website to:
    • Influence membership acquisition and retention
    • Connect end-users to relevant ATMS members for the provision of natural health services
    • Drive bookings for CPE events and ATMS special events

Strategy

  • A B2B and B2C strategy to engage both practitioners and end-users of the natural medicine industry
  • Target key audiences and maximise budget with advertising
  • Targeted campaign strategies across each channel to maximise engagement and relevance
    • Facebook:
      • 3 posts per week
      • 80/20 content rule
    • LinkedIn:
      • 3 posts per week
      • Government and research focused
    • Instagram:
      • Launch an Instagram account
      • 3 posts per week – focus on modalities, health and wellbeing

Results

  • In 15-months Zadro assisted to successfully reach and exceed the set goals across the social media channels
    • Facebook:
      • Increased ATMS likes and followers – from 16,000 to 34,000
      • Increased average post engagement from 216 to 523 interactions per post
    • LinkedIn:
      • Increased ATMS followers – from 762 to 2,616
      • Increased average post engagement – clicks, likes and comments
    • Instagram:
      • Acquired over 1,000 followers in the first month

Scouts NSW – Know It. Live It. Log It. – Brand Development

Objectives

  • To educate Scouts NSW’s internal and external stakeholders about youth safety
  • To raise awareness of the best practice in safeguarding youth among the Scouting community
  • To communicate the Scouts NSW safeguarding commitment statement
  • To raise awareness of Scouts NSW’s safeguarding initiatives and policies

Strategy

  • Zadro held a strategy session, conducted a survey and conducted interviews with various stakeholders of Scouts NSW to ensure a highly consultative approach
  • Zadro devised a creative communications campaign, device and brand to connect with the stakeholder groups
  • Zadro developed a framework for implementation with strategies across multiple channels
  • Zadro developed a communications and marketing strategy and implementation plan

Results

  • Zadro developed the project brand – Know It. Live It. Log It. Safe fun for All – to strategically deliver the education messages of the project
  • Zadro developed a suite of printed and digital assets to deliver the messages of the project across all channels, which can be used ongoingly
  • Videos were produced to communicate the education project to youth audiences and to adult audiences involved in Scouts NSW
  • Positive feedback was received from the NSW Office of the Children’s Guardian about the projects’ ability to address and achieve Child Safe Standards
  • Scouts NSW were invited by the NSW Office of the Children’s Guardian to speak at a forum as a leader in the youth protection space and regarded as industry best in this area

Australasian Society for Ultrasound in Medicine (ASUM)

Objectives

Zadro has worked with ASUM since 2017 across more than 25 individual projects, ranging from COMM*BATTM strategy sessions through to smaller design tasks.

 

  • To help ASUM achieve strategic business goals
  • To reinforce and build ASUM’s positioning as Australasia’s leading choice for ultrasound industry professionals
  • To develop a strategic approach to communications around the organisation and annual conference
  • To develop consistent and cost-effective marketing and content plans encompassing all channels including website, email marketing and social media

Strategy

  • Zadro has conducted several COMM*BATTM strategy sessions to develop marketing and content plans for the organisation and annual conference
  • Brand refinement, expansion and new brand development has helped to create a consistent and powerful brand resulting in strong brand presence
  • Zadro has conducted surveys to gain insights into ASUM audiences to inform strategy
  • A communications strategy was developed to manage a significant change in product offering
  • Strategic communications plans have been developed for the ASUM annual conference to build awareness of the event and attract delegates
  • Zadro’s training product, Zadro University (ZU), has been used to upskill and empower the internal ASUM team to successfully execute their marketing and communications

Results

  • The long-term relationship has enabled Zadro to develop a deep understanding of ASUM and its team, and subsequently work successfully as an extension of the organisation and as a trusted marketing communications advisor
  • The design and brand work has created a strong brand presence reinforcing ASUM as Australasia’s leading choice for ultrasound industry professionals
  • Insights from audience surveys have been used to guide business decisions as well as communications
  • Clear marketing and content plans developed by Zadro have been able to be executed successfully by the internal ASUM team
  • Zadro has delivered many professional and attractive pieces of collateral including three annual reports, thank you cards, pull up banners and infographics
  • Zadro and ASUM’s relationship continues to develop and grow to achieve ASUM’s goals and objectives