Australian Podiatry Association (APodA) – ‘Membership that fits’ Marketing Campaign
Client:
Australian Podiatry Association (APodA)
Zadro reinvigorated the Australian Podiatry Association’s (APodA) 2024 membership campaign, building on the brand it created for 2023. Having an extensive member offering to meet a diverse range of needs, it was a priority for Zadro to showcase this breadth in a simple yet effective way.
OBJECTIVES
- To increase the number of renewals and new member sign ups
- To segment messaging for student, graduate, new professional (1-5 years), mid-career (5+ years), established (15+ years), business owner, public health and lapsed member audiences
- To highlight the extensive value of an APodA membership with access to numerous products and services
STRATEGY
- Zadro evolved the 2023 concept, expanding the tagline ‘Advance your career, connect with your peers’ to include ‘Find your membership fit’. To align with
- podiatry, shoe boxes were decided as the campaign’s visual representation
- The look and feel from the 2023 was maintained as it was considered strong and would still meet the needs of the 2024 campaign
- Zadro also developed an additional element to the brand to engage each audience group, the tagline – Renew, Reconnect, Discover
- Renew spoke to existing members
- Reconnect reached lapsed members
- Discover encouraged new members to join
- Zadro worked with APodA to identify the key incentives for each audience group to ensure communications was tailored to meet their needs
- Zadro developed an animated video highlighting the key incentives to join APodA with the shoe boxes playing a pivotal role
- Zadro engaged members in the campaign, showcasing real member stories on the value of an APodA membership
- Zadro facilitated a paid Facebook and Instagram advertising campaign to reach a larger audience and drive membership sign ups
RESULTS
- 48 social media posts were created (post copy & images)
- 9 enewsletters were created, targeting each member group
- A range of promotional materials were created for the enewsletters, website, cover photos on social media and advertisements for their STRIDE magazine
- 9 testimonials were received from members and turned into various promotional materials including enewsletters and social graphics
- During the campaign, Facebook, Instagram and LinkedIn reached 292,000 users, garnered 2,581 interactions and triggered 145 new followers
- In July 2024 – after only 4 weeks, APodA reported 81% of members compared to April 2024, including over 50 who re-joined and 20 joining for the first time meeting core objectives
“The Zadro team created a fantastic campaign brand and tagline that was fun and resonated with our membership base. The team were able to help us fulfil all parts of the campaign from ideation to asset creation to reaching out to our members for testimonials.”
Aniva Huang, Marketing Manager, APodA