COSBOA National Small Business Summit Public Relations

Background

The annual National Small Business Summit brings together government leaders, policy makers, regulators and industry Association decision makers. 2019 was the first time it was branded as COSBOA’s event. Zadro have been successfully reappointed as the designated PR agency for 6 years.

 

Objectives

  • To promote the NSBS19 event, including all sessions and speakers, to relevant media and target audience
  • Raise awareness of COSBOA and the big issues currently facing the small business sector
  • Communicate the benefits of attending the NSBS19 to potential attendees and help secure attendance
  • Secure media coverage for COSBOA and the NSBS19
  • Provide social media support on Twitter, Facebook and LinkedIn for the NSBS19
  • Secure media partnerships and advertising opportunities to promote NSBS19

Strategy

  • Zadro created an event driven and integrated digital PR campaign to engage COSBOA members, media and government
  • The COSBOA National Small Business Summit was promoted via social media, EDMs, media relations and advertising
  • Created a suite of social media graphics emphasising the brand and content expected at the Summit
  • Created speaker/exhibitor/sponsor graphics to maximise the shared voices
  • Invited key media to attend the Summit and conducted extensive speaker and sponsor liaison for on-site interviews and post-event coverage

Results

  • Highest delegate numbers for 3 years
  • Increased advertising reach to over 121,000
  • Total social media engagement increased by 37% from 2018
  • Secured media coverage including; ABC, The Age, Sydney Morning Herald, The Australian, Inside Small Business, Small Biz Matters, My Business, SmartCompany, Dynamic Business and Koshie’s Business Builders
  • Potential reach of media coverage was 2.1 million people
  • Post event survey feedback ‘The PR team ROCK’!

AGE Australasian Gaming Expo Campaign

Objectives:

  • To present AGE 2018 as the must-attend gaming and hospitality event in the southern hemisphere
  • To position AGE as the most entertaining platform for the international gaming community to network, see new products/innovation and seek potential business partners
  • To position the Expo as a leader in technology and innovation
  • To generate high engagement and create a ‘buzz’ about AGE 2018 building on the credibility of the event internationally
  • To engage media, visitors and exhibitors in the Expo’s speakers and event program
  • To engage new visitors and encourage a sense of community between newcomers and long-returning guests
  • To assist exhibitors in maximizing their ROI at AGE 2018

Strategy:

  • Zadro created an event driven integrated communications campaign to engage AGE 2018 visitors and exhibitors as well as media
  • AGE 2018 was promoted via www.austgamingexpo.com, visitor and exhibitor EDMs, social media, advertising, email newsletters and newsflashes, PR and media releases as well as via ongoing media relations in the lead up to and during the event

Results:

  • Successfully launched AGE 2018 by promotion of the latest industry technologies on show
  • Increased delegate visitation at AGE by 7%
  • Engage a 7% increase in delegate visitation at AGE 2018
  • All social media platforms saw increased engagement: Facebook 18%; Twitter 6% increase, as well as proactive engagement with and between exhibitors, and LinkedIn 14% increase
  • Engaged positive media attention for AGE 2018 by coordinating speakers’ availabilities and improved connections that enabled event promotion

A Place to Grow Communications Campaign

Objectives:

  • To reduce the workloads of the Unit and District leaders directly related to the recruitment and retention of members.
  • To articulate a strong message about what Girl Guides is, can offer and provide young women and the community.
  • To link the great marketing and promotion initiatives of the Girl Guides NSW/ACT community together to leverage their collective power.
  • To produce communications that speak to all Guiding decision makers (and influencers) not just the Girls.
  • To support strong relationships between Girls, volunteers and parents and the state-based brand/organisation to foster loyalty, advocacy and retention beyond the Units.

Strategy:

  • Zadro designed and delivered an insights project to better understand past and current Girl Guides, parents and volunteers.
  • Zadro created an integrated communications campaign to engage Girl Guides, parents, volunteers and the wider community; it was called A Place To Grow.
  • Zadro supported the Girl Guides community, engaging with 540 Units to promote the campaign during Girl Guides Month with templates, PR releases, presentations and social media content in a detailed marketing kit.
  • Zadro designed marketing collateral for Girl Guides to use across all of their channels and also directed the publication of this content.

Results:

  • Successfully launched this  grass-roots recruitment and retention campaign for Girl Guides NSW and ACT.
  • Engaged with wider audiences increasing membership enquires by 600% in May.
  • Reached 194% more people on Facebook in May than the previous month.
  • Increased engagements by 134% on Facebook compared to the previous month.
  • Achieved 8 media clippings for the campaign in May.

Sydney’s West – The Ultimate Weekend Brand Campaign

Objectives:

  • 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.

SRC Constructing Creativity Campaign

Objectives:

  • 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.

One Door Mental Health – Rebrand and Marketing

Objectives:

  • 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

Membership Marketing for Associations

Our Work

  • 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

Rebrand Strategy and Design for NFP

Objectives:

  • To rename Cabramatta Community Centre to better reflect the organisation and its services to the local communities.
  • To create a strong and powerful brand for the new name that would connect with the many diverse communities the organisation serves.
  • To develop the brand identity, brand architecture, brand strategy, style guide and story.

Strategy:

  • Review the existing research completed by Cabramatta Community Centre and conduct an environmental scan on the organisation.
  • Conduct, manage and facilitate a brand discovery workshop with the board, staff and stakeholders – setting the foundation for the new name and brand.
  • Design a new brand (logo & taglines) including architecture, look, feel and corporate style.

Results:

  • Successfully renamed and rebranded Cabramatta Community Centre to CORE Community Services.
  • Engaged all internal stakeholders in the journey to a new brand and understanding the change for the organisation.
  • Created and produced final brand style guidelines, brand story and corporate collateral suite for CORE Community Services.