Accord Australasia – Developing a unified brand language

Accord Australasia engaged Zadro to develop a comprehensive Brand Language Guide and key messages to strengthen its communications and unify its brand voice across diverse audiences and industries. 

As the national industry association representing companies across hygiene, cosmetic, personal care, and specialty products, Accord needed to articulate who they are, what they stand for, and the value they deliver to members, stakeholders, and the broader community. 

Zadro conducted a mini strategy session to uncover Accord’s purpose, vision, audiences, and goals. Together, we identified the challenges of speaking to multiple industries while maintaining one cohesive brand story. 

The outcome was a complete Brand Language Guide that gives Accord a strong foundation for consistent, engaging, and authentic communication across all platforms. The guide included an updated tagline, a refreshed brand story, and tailored messages for segmented audiences, each crafted to connect meaningfully while building the brand as a whole. 

The new language reflects Accord’s professionalism, credibility, and leadership in its sector, providing a framework for future marketing, communications, and advocacy materials. 

OBJECTIVES 

  • Define a clear, consistent voice and tone for all Accord communications 
  • Develop messaging that resonates with multiple industry audiences 
  • Build stronger brand recognition and unity across all channels 
  • Create tools that support long-term communications success 

STRATEGY 

  • Conducted a collaborative brand strategy session to define brand purpose and positioning 
  • Mapped audience segments and identified key motivators and communication needs 
  • Crafted a refreshed tagline, brand story, and segmented key messages 
  • Developed a comprehensive Brand Language Guide for internal and external use 

RESULTS 

  • New tagline and overarching brand story created and approved 
  • Tailored key messages developed for all major audience segments 
  • A professional, easy-to-use Brand Language Guide for internal alignment 
  • Strong feedback from the client team with immediate adoption across communications 

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

Virbac Australia Internal Communications

Virbac Australia partnered with Zadro to activate their five-year strategic plan and unite their workforce behind an ambitious goal: achieving $300 million turnover by 2030. More than a slogan, they needed a unifying internal movement – one that could inspire action, build clarity, and strengthen culture across four geographically dispersed worksites.

Zadro created PT 2030, a long-term internal communications campaign designed to be embedded into daily operations, leadership communications, and staff engagement for the next five years.

OBJECTIVES

  • Build organisation-wide understanding of the 2030 strategy
  • Create a memorable, enduring internal campaign with a clear narrative
  • Bring the hundreds of employees – from manufacturing to head office – into the same strategic pathway
  • Strengthen culture, connection, and purpose during a period of significant organisational change and growth
  • Inspire and champion a growth mindset as a core tenet of culture
  • Equip leaders and spokespeople with the clarity, confidence and tools to communicate consistently

STRATEGY

  • Developed PT 2030 as a bold, future-focused platform to articulate Virbac’s 2030 vision in a simple, motivating way
  • Conducted a strategic messaging overhaul to ensure leadership, people managers, and staff spoke a shared language about growth, purpose, and direction
  • Established the Champions Program, giving employees a voice, surfacing insights, and ensuring the campaign was shaped with staff, not just for them
  • Authored, managed and published regular PT 2030enewsletters
  • Built a central internally facing website as the single source of truth for all PT 2030 content
  • Designed a comprehensive suite of campaign assets including posters, presentations, newsletter templates, merchandise, digital assets and a refreshed internal awards program
  • Developed the launch event narrative and run sheet, ensuring the campaign landed with impact and early buy-in
  • Integrated behavioural and culture-building elements, ensuring PT 2030 influenced daily decision-making, conversations, and team priorities

RESULTS

  • Successfully launched PT 2030 at the 2025 all-staff event, generating strong enthusiasm and alignment
  • Engaged all employees across four sites through merchandise, onsite activations, digital engagement, and the revitalised awards program
  • Delivered a sustainable internal communications infrastructure that will support clear, consistent messaging for the next five years
  • Strengthened leadership communication, giving managers and spokespeople the confidence to articulate the strategy and direction with clarity
  • Increased cultural cohesion, with staff reporting a stronger sense of belonging, shared purpose, and optimism about the future
  • Elevated brand professionalism and consistency, reflected in internal channels and praised by senior global leaders
  • Created long-term assets that reduce internal workload, streamline communication, and embed the strategic plan into daily operations

 

NSW Tourism Association – Celebrating industry excellence

Zadro was proud to support NSW Tourism Association for their first hosting of the NSW Tourism Awards 2024.

 

OBJECTIVES

  • To create a modern and brighter brand that reflected the essence of NSW’s vibrant visitor economy
  • To raise awareness of the diversity and quality of experiences across NSW
  • To promote the awards program now being hosted by NSW Tourism Association
  • To create marketing kits for finalists, judges and winners to promote the awards
  • To profile and promote the finalists and winners
  • To create a campaign format that can be replicated year-on-year

 

STRATEGY

  • Zadro hosted a strategic session with the NSW Tourism Association to determine the goals and primary objectives of the awards program
  • Zadro developed a brand concept for the awards program that complemented and reflected the association’s branding whilst also standing strong on its own
  • Zadro developed Canva templates to allow for easy use of the assets and for adaptions to be made as needed (e.g. adding images / adding logos)
  • A timeline was developed for the PR campaign including a media release promoting the finalists and inviting media to attend as well as a media release announcing the winners immediately following the event
  • The media list developed included a large range of national and NSW-based media covering all the categories and local areas
  • Invitations were issues to key media personnel to attend the event
  • Zadro liaised with key media to provide required information under embargo to secure coverage immediately following the event

 

RESULTS

  • 108 pieces of coverage were secured across newspapers, online publications, radio and television from both media releases (finalists announced and winners)
  • The estimated audience impressions for the PR coverage is 41.9 million
  • The media coverage received 410 engagements, showing high interest in the story
  • A range of marketing materials were created to support the marketing which can be easily repurposed for following years
  • Strong relationships were built with media and will be leveraged to secure on-going coverage for NSW Tourism Association members
  • A brand story that strongly aligns with the Association’s goals and speaks to the heart of what the awards are about

Heavy Vehicle Industry Australia – Brisbane Truck Show

The strategy of the Brisbane Truck Show campaign focused on developing a strong, cohesive brand identity, delivering consistent and powerful messaging, enhancing the delegate experience through effective signage, fulfilling sponsorship commitments, and supporting exhibitors with customisable branded collateral. This comprehensive approach aimed to create a memorable and impactful event for all stakeholders.

OBJECTIVES

  • To create a unified and impactful brand experience.
  • Develop a full brand identity around the existing Brisbane Truck Show logo that could be applied across all marketing and event materials.
  • Ensure all visual communications adhered to the newly established brand guidelines.
  • Signage needed to be easy to read and visually consistent to improve the delegate experience.
  • Ensure branding and signage effectively delivered on sponsorship contracts and maximised sponsor visibility.
  • Create easy-to-use branded collateral templates for exhibitors that could be customised for their needs.

STRATEGY

  • Zadro started the creative process by hosting a brand development session to draw together the wisdom, experience, vision and goals of the organisation.
  • Research was conducted including competitor and industry visual and colour mapping ensuring that the extended brand developed was differentiated in the market.
  • A full suite of branding elements were developed for the extended brand as well as a full brand style guide. This was set up in Canva as a brand kit that the client could use.
  • An extensive array of collateral was developed from small MRECs, to digital signage, to the spectacular design feature on the front of the Brisbane Convention and Exhibition Centre (BCEC).

RESULTS

  • Powerful, consistent messaging created a unified and impactful brand experience from the branded messaging reaching the target audiences in the lead up to the event, to the impressive dramatic entry to the venue and throughout the entire show.
  • Project management by Zadro along with detailed studio management ensured all assets were delivered to spec and timelines to ensure the client could meet print and publication deadlines.
  • Zadro has been contracted for the 2025 Brisbane Truck Show.

Australian Podiatry Association (APodA) – ‘Membership that fits’ Marketing Campaign

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

Australian Podiatry Association (APodA) – Podiatry Week

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

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.

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