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

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.

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