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

Australian Podiatry Association (APodA) – Conference Brand & Marketing

OBJECTIVES

  • To create a new look and feel for the Australian Podiatry Conference 2023
  • To engage members in conference marketing and drive registrations
  • To support with securing sponsorships and exhibition bookings for the conference
  • To meet marketing requirements for sponsorship agreements

STRATEGY

  • Zadro created a new brand and theme for the conference to reflect the focus on the future of the podiatry profession in a sophisticated manner
  • Zadro developed content calendars for both enewsletters and social media to ensure all key messages were communicated and sponsorship agreements were met from February to June
  • Zadro designed a range of visual assets to effectively communicate key messages and draw attention from key audiences

RESULTS

  • The theme, United for Excellence – Community, Education, Purpose, resonated well with podiatrists
  • Zadro designed the Sponsorship and Exhibition Prospectus
  • Members, Partners and Exhibitors were provided with marketing packs to promote their attendance/involvement with the conference
  • Zadro drafted 19 enewsletter communications promoting the conference & exhibition
  • Zadro drafted 200 social media posts for Facebook, LinkedIn, Instagram and Twitter
  • There were over 900 registered delegates (in-person and online) and 68 exhibitors

This was an extremely successful conference that reached its financial goals, and brought the community together nationally for the first time since 2019.

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

Membes – Marketing, Communications & Design

OBJECTIVES

  • To promote Membes Association Management System (AMS) to Associations via multiple channels (digital content, enewsletters, social media and advertising)
  • To raise awareness of the benefits of Associations using an AMS to support with the management of their data and other organisational needs
  • To increase the number of customers Membes obtains via marketing campaigns
  • To launch new features offered by Membes to their key audience
  • To showcase the many benefits of using the Membes system through case studies

STRATEGY

  • Zadro created a content marketing matrix with different ideas to be rolled out over the 6-month retainer across enewsletters, blogs and social posts
  • Zadro developed a 3-month enewsletter calendar to plan content in advance
  • Each month Zadro produced monthly blog content based on relevant and trending topics for Associations
  • Zadro drafted two social posts per week and supported with the management of the Managing Director’s LinkedIn page
  • Two enewsletters are drafted and sent out each month to customers – Membes News and Community News
  • Zadro worked with advertorial partners to develop website banner ads, enewsletter ads and double page spreads
  • Zadro interviewed current customers about their experience with implementing Membes AMS and how it is achieving strong results for them for case studies
  • Zadro designs all graphics used across the marketing in accordance to the style guide requirements

RESULTS

  • 18 blogs drafted and published in a 6-month period
  • 8 case studies drafted and published in a 6-month period
  • 18 enewsletters distributed in a 6-month period with an average open rate of 27%
  • A distinct look and feel for the Membes brand that is easily identifiable

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

A new growth strategy required a brand refresh

OBJECTIVES

  • To develop a new brand concept for the business, using the existing name, to support the growth strategy
  • To refine the brand identity, including brand story, and create new visual elements along with brand guidelines
  • To define the positioning of the business and develop key messages
  • To establish a unified tone of voice
  • To develop a suite of marketing collateral items with the new brand

STRATEGY

  • Zadro facilitated a brand discovery session with the client to discuss visual likes and dislikes
  • Zadro completed a visual audit and colour mapping
  • Zadro conducted a photography review
  • Zadro developed several brand concepts – including logo, colour palette, typography

RESULTS

  • Delivered a full brand refresh including a new logo
  • Created a visual brand style guide to be implemented across all marketing channels keeping communications consistent and building a strong and powerful brand
  • The brand style guide included fonts, colours, use of logo on different channels, taglines, language/story guidelines, patterns or icons, photography, plus a visual application of marketing collateral as examples for future design
  • Creation of several new marketing assets to implement the new brand

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

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.