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

Genesys Public Relations Results

Objectives

  • To raise awareness of Genesys as the ANZ leader in Customer Experience (CX).
  • To secure media coverage with trade and business media in the ANZ region.  ​
  • To significantly increase positive national media engagement and coverage. ​ ​
  • To represent the dual requirements of Genesys (corporate) and Genesys ANZ in a single, seamless program.

Strategy

  • Increase PR coverage through bylines and customer stories with cloud, digital, sales, marketing and AI focus, supporting the customer journey.
  • Shift the tone and create the story of Genesys in the region.
  • Build multiple detailed targeted media lists.

Results

  • Balanced coverage of corporate media releases and regional announcements
  • Reached 100% of annual KPI’s in 8 months
  • Successfully placed byline and thought leadership articles in relevant media

Australian College of Nursing (ACN) – Covid-19 Communications

Objectives

Zadro were engaged to work with ACN and the CEO, Adjunct Professors Kylie Ward during the COVID-19 pandemic to help with strategy and PR for nurses across Australia.

 

  • To create a strategic approach for raising awareness of nurses in Australia and the working conditions at the time
  • To raise awareness of ACN with media and Government
  • To support all nurses in Victoria with a focus on ensuring all nurses had access to Personal Protection Equipment (PPE) that they required during the COVID-19 pandemic

Strategy

  • Zadro crafted an open letter from the CEO to all nurses across Australia to thank them for their sacrifices and for caring for all Australians
  • Zadro engaged media by creating a press campaign with a direct request of Daniel Andrews and a press release with a government call to action
  • Zadro conducted extensive research to find supporting statistics to back the claims and demonstrate the shocking reality

Results

  • Over the course of a week the media campaign received 265 clippings of media coverage
  • All major news outlets picked up the story including mass media syndicated coverage; e.g. TV coverage, ABC, Channel 7, 9 and 10, Herald Sun, The Daily Telegraph
  • Response from the Victorian Government and a meeting with the Department of Health and Human Services (DSSH) Deputy Secretary to work with ACN on the issue
  • Ultimately nurses were given more access to PPE during every shift
  • This was a hugely successful campaign for ACN and all nurses working during the COVID-19 pandemic

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

Get Global 2019 – Event Campaign

Objectives

  • To raise awareness of Get Global and its role as a leader in the MICE industry.
  • To build relationships with influential media and vocal figureheads, support public influencers, partners, sponsors and exhibitors for the benefit of the show, and business events community, through all owned and earnt media.
  • To significantly increase positive national and international media engagement and coverage.
  • To support the overall show objectives of attendance, participation, information sharing, profit, business outcomes and brand legacy building.

Strategy

  • Zadro created an integrated campaign for Get Global
  • Zadro engaged with industry media to maximise the coverage in the lead up to and at the show
  • Engaged new media partners for the show to increase the reach
  • Positioned owners as thought leaders within the industry
  • Get Global was promoted via their own social media channels

Results

  • Successfully engaged with media with 13 media partners
  • Reached an estimated 3,424,557 people through media with a PR value of $631,344
  • Secured Get Global for a second year

Encore Integrated Communications

Zadro have worked with Encore for the past eight years assisting them in all their communications from strategy, PR and marketing.

 

Objectives

  • To support Encore’s marketing department in the delivery of strategic communications throughout 2019
  • To support in the creation of content across a variety of online and printed resources including blogs, news stories and articles
  • To create exposure in a broad cross section of target markets

Strategy

  • Zadro worked closely with Encore’s marketing department to identify newsworthy events to pitch to industry media through media releases and use in marketing communications
  • Media announcements were created to promote business updates, such as new senior management team members and product launches
  • Key events were identified and case studies were produced and published on Encore’s website
  • New stories were developed for Encore’s website to promote new product launches and announcements

Results

  • A schedule of media releases were distributed throughout the year which achieved coverage in 10 different publications
  • Encore’s website was updated with 19 pieces of new content
  • 44 pieces of coverage across 10 publications
  • 400K total audience reach

AFAC19 – Event Public Relations

Objectives

  • To engage and attract delegates and visitors, with a special emphasis on targeting new audiences (non-traditional for the event)
  • To raise awareness of and increase the profile of AFAC19 Conference and Exhibition
  • To maximise media exposure and coverage with effective communication, showcasing research findings and emerging trends in emergency management practice

Strategy

  • Develop and distribute a series of media releases targeted at specific industry verticals in the lead up to the conference, designed to gain interest from a wider audience
  • To maximise media coverage around the AFAC19 Conference and Exhibition and the National Bushfire Outlook press conference for 2019

Results

  • Secured over 270 pieces of media coverage for the AFAC19 Conference and National Bushfire Outlook, with an estimated coverage view of 1.24 million
  • Achieved 52 pieces of television coverage including multiple live weather crosses on Sunrise on Channel 7 on Thursday 29th August
  • Obtained exposure for six exhibitors during Sunrise on channel 7 live weather cross segments
  • Secured eight face-to-face interviews for conference speakers and spokespeople across television, radio, print and online media

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.