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.
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.
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 review and provide recommendations for the refreshment of the Cheeky Food Group brand
To increase brand awareness and strengthen market position
To design a marketing strategy to communicate the evolved and fresh product offering
Strategy:
Rebrand to Cheeky Food Events, a new name that better reflects the company’s growth and offering
Design a comprehensive integrated marketing communications strategy articulate key messages, product offering and target markets
Review and refresh all marketing channels
To roll out the new brand and key messages across a full and comprehensive branding project website, digital marketing, proposal documentation, sales collateral and more
Results:
A re-imagined brand, new name and a bright, fun and cheeky visual identity. The new brand visually communicates their position as a market leader while promoting and engaging the company’s cheeky personality and professionalism to consumers at each touch point
Launched a comprehensive website that effectively communicates their refreshed product offering, key messages and oozes the company’s fun brand personality and professional service delivery
Created three tailored proposal documents that effectively portray the company’s unique product offerings, fun and professional service and cheeky brand personality through the seamless integration of written and visual elements
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
Zadro have worked with numerous Associations to create strategic membership collateral – we visualise, copy write and design this important piece of communication with the objective to retain and acquire new members.
What should you include in your membership collateral?
Your vision and mission statement – this collateral is a key positioning statement for your Association
Your brand identity – your brochure should be visually branded with your logo, brand style guide, photography and graphics, plus include your taglines or value proposition
Your members and/or industry – include an overview of your audience to further engage the reader’s attention, utilise industry statistics to create visual graphics
Membership benefits – focus your copy on why members should join the organisation – what are the benefits of membership – what will they get?
How to join – don’t forget your call to action – if they have decided to join, ensure there are clear steps to call, email or visit your website
Product and service overview – provide an outline of the key services membership provides access to – events, professional development, advocacy, insurance
Any major events – sell your conferences, trade shows and/or seminars – events are one of the main reasons people join Associations
Contacts – include your contact details, phone, website and social media accounts
Our case studies:
Boating Industry Association – A glossy 6-page fold-out layout was chosen as the membership brochure for BIA. Supporting their membership renewals, it was essential the organisation clearly communicated their position and membership benefits
A5M (The AustralAsian Academy of Anti-Ageing Medicine) – A succinct 4-page membership brochure was created with a refreshed design introducing a new visual brand style. A5M utilise their brochure to support membership renewals, industry exhibitions, plus to promote membership opportunities at their own events including their national conference, education and training events, and when meeting with influencers and stakeholders
AuSAE (Australian Society of Association Executives) – A refreshed membership brochure supported annual renewals and promoted AuSAE as the ‘Home for Association professionals’. Refreshed copy and a sleek new design worked together to communicate and position AuSAE as an industry leader, – while infographics highlighted the key services and offerings to their members
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
