Australian Business Events Association (ABEA) – New brand, unification communications & brand launch

OBJECTIVES

  • To build a brand identity befitting a new peak association, after the unification of three established organisations representing a $36 billion industry
  • To develop the brand positioning representing diverse stakeholders including government, suppliers, organisers, venues and bureaux, and focused on communicating to senior management, creative and technical people, and the larger business community of Australia
  • To ensure a futureproofed brand, able to evolve with the industry it represents, whilst remaining synonymous with its values and aims
  • To articulate and communicate the reasons and benefits of the unification to members and media via digital and social marketing and PR campaigns
  • To ensure a smooth transition across all platforms to the new brand including the website and digital and social channels
  • To develop a suite of marketing collateral items for the new brand

STRATEGY

  • Zadro hosted a brand discovery session with key members of the project delivery group
  • Brand market research and an industry wide logo and colour analysis
  • Developed four creative concepts including colour palettes, typography, logo etc.
  • Devised the brand story and language to capture the aims and motivations of the organisation and to speak to the unification of the industry

RESULTS

  • The creation of a brand that truly represents the needs and voices of a diverse national industry, uniting a wide array of stakeholders at one table
  • The creation and implementation of a communication strategy with public relations, social media and advertising for launch
  • Defined the brand language and messaging including tagline, mission, vision and boilerplates
  • Creation of a logo representing the industry’s diverse stakeholders sitting together at one table. The logo’s circular and converging design reflects the collaborative nature and continual growth of the industry
  • Production of a visual identity and style guide portraying the contemporary, approachable, and professional tone of the Association.
  • Designed and built all the Association brand collateral for launch
  • Creation of marketing assets to implement the new brand including animated logo GIF, ads for digital publications, social and EDM template and videos
  • The creation and management of the brand’s social media channels, with consistent branding

AFAC23 Media Campaign

OBJECTIVES

  • To raise awareness and increase the profile of the AFAC23 Conference
  • To maximise media exposure and coverage
  • To engage exhibitors in sharing news and contributing to media coverage
  • To showcase research, findings and emerging industry trends
  • To attract a new audience
  • To engage new media publications covering niche areas relevant to the program
  • To engage the local host agencies and gain exposure for a diverse range of representatives and topics

STRATEGY

  • Zadro closely reviewed the program identifying trending topics and possible areas of interest for media
  • Zadro developed a comprehensive media list including mass, trade and niche media. Zadro then produced custom pitches looking at topics, areas of interest and spokespeople who would be appropriate for those media
  • Zadro issued a launch media release, and embargoed press release ahead of the Seasonal Outlook press conference to attract as many media as possible on-site for the event
  • Zadro liaised with broadcast media on-site to develop unique stories and facilitate interviews with exhibitors

RESULTS

  • 670 pieces of coverage were secured (1,858 including syndications) – 471 online news clippings, 84 AM radio clippings, 52 TV clippings, 44 FM radio clippings, and 19 newspaper clippings
  • The Today Show broadcast live from the Conference and Exhibition
  • Zadro secured Sky News, ABC Weather, The Courier Mail, Channel 9, SBS World News, NITV, Southern Cross Australia and AAP to attend the Seasonal Outlook press conference on-site
  • 2023 achieved the highest coverage since Zadro first worked on the AFAC Conference and Exhibition in 2016

National Timber & Hardware Association (NTHA) – Branding and Merge Communications

OBJECTIVES

  • To develop a new logo and brand style guide for NTHA after the merge of two established organisations: TABMA Australia and Hardware Australia
  • To articulate and communicate the reasons and benefits of the merge to members and internal stakeholders across both organisations
  • To position the new organisation as a leader of the timber and hardware industry
  • To raise awareness of NTHA and its service offerings with membership, industry stakeholders, the marketplace and trade media
  • To ensure a smooth transition across all platforms to the new brand including the website and social media channels for both organisations

STRATEGY

  • Zadro developed three design concepts for the new logo and styles including different fonts, imagery, patterns and colour options
  • Zadro created new assets across the brand materials, signage, uniforms and digital platforms
  • Zadro launched a ‘stronger together’ / ‘vote yes’ campaign, communicating the benefits of the merge to both the timber and hardware members
  • Pre- and post-merge, Zadro created an integrated communications campaign which was disseminated across email marketing, social media and
  • the website
  • Zadro created a new ‘membership pack’ to introduce NTHA team members and communicate the benefits of membership with the new organisation and the range of services that could be accessed
  • Zadro created a series of media releases to engage the trade industry media to cover the merge with a positive sentiment

RESULTS

  • The ‘vote yes’ campaign was successful with TABMA Australia and Hardware Australia merging to form the National Timber & Hardware Association (NTHA)
  • Formalised a new brand architecture and style for the top level corporate NTHA brand, as well as the service offerings and separate business divisions
  • Designed more than 50 marketing content pieces and assets for the ‘vote yes’ and ‘stronger together’ campaigns over a four-week period, including a new member welcome pack
  • Successfully launched the NTHA brand including collaboration with the NTHA team to create a new website, email marketing, social media animations and posts, trade advertising and direct marketing
  • Secured 16 media pieces across all key trade industry magazines (digital and print)
  • Zadro set up the brand assets and marketing templates in Canva for use by the internal team to ensure brand consistency across all collateral created

Australian Podiatry Association (APodA) – Fit Feet = Fit Kids

OBJECTIVES

  • To create a new look and feel for the Back to School campaign
  • To educate parents and care givers on the importance of selecting the right school shoes for children
  • To raise awareness of how Podiatrists can support with selecting the right school shoes
  • To inform the public of the range of services offered by Podiatrists
  • To provide members and stakeholders with assets they could use to promote the Back to School campaign

STRATEGY

  • Zadro developed the design concept for the campaign to be rolled out across all assets
  • Zadro developed key messages for the campaign including the tagline ‘Fit Feet = Fit Kids’ to communicate the objectives and engage the audience
  • To ensure greater efficiency in future years, Zadro templated the work so that it can be replicated in future year’s including animated videos, member marketing kits, social copy and email newsletters

RESULTS

  • 32 visual assets were created for the campaign for use by APodA, members and stakeholders
  • 14,400+ organic page reach across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign
  • 5 pieces of coverage were secured in parenting publications including advertorial pieces
  • 127 new organic likes and follows across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign

Event Public Relations Campaign

OBJECTIVES

  • To raise awareness and increase the profile of the AFAC22 Conference
  • To engage exhibitors and delegates
  • To maximise media exposure and coverage
  • To showcase research, findings and emerging industry trends
  • To attract a new audience and engage new media verticals
  • To engage the local host agencies and gain exposure for a diverse range of representatives and topics relevant to South Australian host agencies

STRATEGY

  • Zadro developed a highly targeted media list with mass, industry and niche publications
  • Zadro reviewed the program closely and then developed custom pitches based on the different topic areas
  • Zadro liaised with exhibitors and speakers to discuss their organisation and what they were going to do at AFAC22 then developed custom pitches for this

RESULTS

  • 292 pieces of coverage were secured across premium traditional formats (mass broadcast and print), industry and niche publications
  • The team secured 10 pieces of broadcast coverage across major networks such as Channel 10, 9, 7, Sky News, ABC and SBS News
  • ABC’s Behind The News did an entire episode on AFAC22 exploring the exhibition
  • Two interviews syndicated nationally across over 100 major and regional mastheads
  • The team secured the highest coverage since beginning work on the AFAC Conference and Exhibition back in 2016

Public Relations for a Cause

OBJECTIVES

  • To advocate for better support and working conditions for the nursing profession
  • To focus in on finding solutions for violence in the workplace and inadequate PPE access
  • To educate the wider community on the hardships faced by the nursing profession
  • To raise awareness of the diverse and important roles nurses play in our community

STRATEGY

  • Zadro developed a series of Public Relations (PR) campaigns utilising media releases, interview pitches, and opinion pieces
  • Zadro leveraged the public profile of the Australian College of Nursing’s CEO, Adjunct Professor Kylie Ward FACN, to target mass media

RESULTS

The below results were achieved from July 2021 – May 2022:

  • Secured 26 interviews for Kylie Ward including ABC Radio, Today Show, Studio10, 2CC, Prime 7, Sky News, Sydney Morning Herald and more
  • Drafted and secured coverage for three opinion pieces
  • Drafted and distributed 5 media releases
  • In total Zadro secured 98 clippings (including interviews) with a total estimate reach of over 67 million people

Supporting U through the Power of Video

OBJECTIVES

  • To capture and share the valuable insights and collective learnings from the Supporting U Learning Circles
  • To educate the community and organisations that work in the domestic and family violence space of the cultural nuances of migrant communities
  • To generate discussion among community groups
  • To showcase the positive impact of the Supporting U program in supporting vulnerable members of our community
  • To give Supporting U Leaders a platform to share their own and their communities’ stories

STRATEGY

  • Zadro created a series of videos with imagery and music that related to the cultural background of the storyteller
  • Zadro developed an integrated marketing campaign to support the launch of the videos and maximise their impact to raise awareness of the Supporting U project

RESULTS

  • The development of seven videos, view them here
  • The videos were launched at an event held in NSW Parliament House with The Hon Natalie Ward MLC speaking at the event
  • The videos were promoted across SSI’s channels including website, EDMs and social media
  • An information brochure was developed on the video series to be handed out at future events

Hearth by Moonacres – New Business Brand and Launch

OBJECTIVES

  • To develop a name and brand for Moonacre’s new restaurant in Retford Park
  • To align the new brand to the existing Moonacres business
  • To build a webpage to create an online presence for the new restaurant
  • To support the launch of the new restaurant with media

STRATEGY

  • Zadro visited the new restaurant site to develop an understanding of the area and adjacent art gallery opening at the same time
  • Zadro worked with the client to establish the new business name, including consultation with the whole Moonacres team
  • Zadro developed a new brand – including logo, colour palette, typography
  • Zadro developed a website page, from design and copywriting to development and launch
  • Zadro developed a media release to create awareness and generate coverage with local media

RESULTS

  • Successfully launched Hearth by Moonacres as a new business of the Moonacres Group
  • The 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, coffee cards and an editable DL Flyer
  • The new webpage was successfully launched
  • A Hearth by Moonacres branded email template was created

Results driven Public Relations Campaign

OBJECTIVES

  • To continue to build on IPWEA’s profile as a leader in the Asset Management profession
  • To raise awareness of Asset Management as a critical profession
  • To further develop a thought leader profile for the CEO
  • To launch the newly developed education initiative, the Asset Management Pathway

STRATEGY

  • Zadro developed an introduction media alert to ‘re-introduce’ industry media and introduce IPWEA to mainstream media before sending the media release announcing the new product
  • Zadro monitored industry news and developed pitches on key industry topics to secure interviews and byline opportunities
  • Zadro issued a second press release announcing the product launch to the same media that were introduced to IPWEA weeks earlier
  • Zadro reacted to the news cycle as it changed and altered the strategy to secure maximum results by leveraging the breaking news to amplify IPWEA’s message
  • Zadro turned a case study into a byline and pitched to tier 1 industry media, securing coverage and interviews on the back of the piece

RESULTS

  • 18 pieces of coverage achieved over a 16-week period
  • 2,393,000 potentially reached with the PR campaign
  • Secured a live broadcast interview with Ticker News for David Jenkins, CEO IPWEA
  • Secured five feature articles across key industry publications for the Asset Management Pathway Launch
  • Secured nine byline opportunities for David Jenkins during this period

Natural Medicine Week 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 2023 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 of natural medicine
  • 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

STRATEGY

  • Zadro created and introduced the ‘A-Z of Natural Medicine’ in 2023 to showcase all the varied aspects of natural medicine
  • After successfully creating an Ambassador Program in 2021, this has continued and in 2023, there were 33 Ambassadors who were asked to contribute:
    • Events
    • Blogs
    • Recipes
    • Videos
  • A digital advertising campaign was developed with WellBeing Magazine
  • Natural Medicine Week was promoted via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations
  • The website was updated with new search tools to provide better functionality and a smoother user experience
  • Search Engine Marketing (SEM) was utilised in April and May for additional reach and traction

RESULTS

  • The reach and engagement of Natural Medicine Week has grown year-on-year
  • Approximately 6,000+ consumers registered for 55 digital events
  • 190,227 people engaged with Natural Medicine Week across digital channels through likes, comments, clicks and shares
  • Total reach is estimated at 1 million people increasing from an estimated 1.2 million in 2016
  • 6 million people were reached via social media
  • Overall digital reach was 28% higher in 2023 than 2022
  • The Natural Medicine Week website recorded 82,590 website visits by 14,541 unique visitors
  • 114 new recipes and blogs were added to the website
  • The bounce rate on the website reduced from 4% to 3%