COSBOA National Small Business Summit – Elevating Australia’s small business voice through strategic marketing & PR

The annual COSBOA National Small Business Summit brings together government leaders, policy makers, regulators and industry association decision-makers to address the most pressing issues facing Australia’s small business community.

Zadro has partnered with COSBOA for more than a decade to deliver strategic marketing, public relations and communications for the Summit. This long-standing collaboration has played a key role in building the Summit’s profile, credibility and influence as a national platform for small business advocacy.

Objectives

• To promote the Summit program to small business leaders, associations, government, regulators and media
• To raise awareness of COSBOA and the key policy issues impacting the small business sector
• To clearly communicate the value of attending the Summit and drive registrations
• To secure national and industry media coverage for COSBOA and the Summit
• To deliver digital marketing support through targeted email marketing
• To activate social media content and advertising across LinkedIn, Facebook, Instagram and X before and during the Summit
• To fulfil sponsor and partner marketing and communications obligations
• To manage live media and communications on-site to amplify the messages and outcomes

Strategy

• Each year, Zadro develops an event-led, integrated marketing and PR campaign designed to build momentum, drive attendance and extend the impact of the Summit well beyond the event itself
• Multi-channel promotion through social media, EDMs, media relations and advertising (media and digital marketing)
• Consistent, on-brand creative assets to showcase Summit themes, speakers and content
• Influencer-style marketing via speakers, exhibitors and sponsors to maximise shared reach
• Targeted media engagement, including inviting key national and industry media to attend the Summit
• Live communications and media management during the event to amplify announcements, insights and outcomes in real time

Results

• • Delegate attendance of more than 250 small business leaders
  • Up to 79 pieces of coverage secured annually across tier 1, tier 2, and industry outlets, including Australian Financial Review, News.com.au, 9 News, The Sydney Morning Herald, The Daily Telegraph
  • Estimated annual PR reach of more than 2 million people
  • An average of 17 media representatives attending the Summit each year, spanning broadcast and print media including The Sydney Morning Herald, AAP, The Australian, ABC News, SmartCompany, SkyNews, Kochie’s Small Business Builders, Dynamic Business, and NewsWire
  • 10 EDMs distributed in the lead-up to the Summit, with average opens of 30%
  • 90,000+ Organic social media reach across Facebook and LinkedIn, with 200,000+ paid reach
  • Continued year-on-year growth in visibility and engagement, with impressions exceeding 300,000 and more than 3,500 engagements