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Australian Podiatry Association (APodA) – Podiatry Week

Client:

Australian Podiatry Association (APodA)
Gallery Images(1920x1080)-Podiatry Week-Hero-Background#ECE9E5

Zadro developed a new strategy and direction for the Australian Podiatry Association’s (APodA) cornerstone annual event – Podiatry Week, formerly Foot Health Week. The campaign was re-energised with a new name, look and feel, and a renewed purpose.

Objectives

  • To ensure the campaign was an awareness week with purpose that delivered real impact
  • To increase understanding of what podiatrists do amongst the public and healthcare practitioners
  • To attract new talent to the profession
  • To provide APodA members resources to promote their profession
  • To create a streamlined campaign the whole profession, including podiatrists and suppliers, could easily participate in
  • To increase engagement and followers across APodA’s social media pages (Facebook, LinkedIn, and Instagram)

Strategy

  • For the 2023 campaign, Zadro recommended a significant shift, changing from ‘Foot Health Week’ to ‘Podiatry Week’ to better encompass the wide skillset of the profession and for broader impact
  • Zadro developed a new logo and brand creating a fresh look to appeal to a wide audience
  • Zadro created the tagline, ‘Podiatry, more than you think’ to raise awareness of the many facets of podiatry
  • Zadro developed a ‘Careers Toolkit’ which incorporated a range of marketing materials including a fact sheet, flyer, posters, pull up banners, social media graphics and PowerPoint presentation with speaking notes that podiatrists can use
  • Zadro created Canva templates for members and supporters to personalise with logos and images to increase engagement with their respective audiences
  • Zadro targeted a range of consumer media covering areas such as parenting, general lifestyle, sports and health

Results

  • 65 visual campaign assets were created including social media graphics, e-newsletter and website banners, pull up banners, fact sheet, flyers, email signature tags, videos and Zoom backgrounds
  • Zadro produced copy for 72 social media posts across Instagram, Facebook and LinkedIn and reshared member posts during the week
  • 8 e-newsletters were distributed to members and non-members with an average open rate of 62.9%
  • There were 254 downloads recorded for the ‘Member Marketing Kit’. This was a 137% increase compared to an earlier campaign in 2023, and exceeded the KPI of 110 downloads
  • Zadro conducted a survey to assess the new name, brand and resources and members rated the quality of the marketing 4/5
  • 4 out of 5 respondents reported the new tagline resonated well with the profession
  • An average of 64% increase in post likes across Facebook, Instagram and LinkedIn compared to Foot Health Week 2022
  • 6 media clippings were secured including an interview on 2GB radio with an APodA member

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