Membes – Marketing, Communications & Design

Objectives

  • To promote Membes Association Management System (AMS) to Associations via multiple channels (digital content, enewsletters, social media and advertising)
  • To raise awareness of the benefits of Associations using an AMS to support with the management of their data and other organisational needs
  • To increase the number of customers Membes obtains via marketing campaigns
  • To launch new features offered by Membes to their key audience
  • To showcase the many benefits of using the Membes system through case studies

Strategy

  • Zadro created a content marketing matrix with different ideas to be rolled out over the 6-month retainer across enewsletters, blogs and social posts
  • Zadro developed a 3-month enewsletter calendar to plan content in advance
  • Each month Zadro produced monthly blog content based on relevant and trending topics for Associations
  • Zadro drafted two social posts per week and supported with the management of the Managing Director’s LinkedIn page
  • Two enewsletters are drafted and sent out each month to customers – Membes News and Community News
  • Zadro worked with advertorial partners to develop website banner ads, enewsletter ads and double page spreads
  • Zadro interviewed current customers about their experience with implementing Membes AMS and how it is achieving strong results for them for case studies
  • Zadro designs all graphics used across the marketing in accordance to the style guide requirements

Results

  • 18 blogs drafted and published in a 6-month period
  • 8 case studies drafted and published in a 6-month period
  • 18 enewsletters distributed in a 6-month period with an average open rate of 27%
  • A distinct look and feel for the Membes brand that is easily identifiable

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

A new growth strategy required a brand refresh

Objectives

  • To develop a new brand concept for the business, using the existing name, to support the growth strategy
  • To refine the brand identity, including brand story, and create new visual elements along with brand guidelines
  • To define the positioning of the business and develop key messages
  • To establish a unified tone of voice
  • To develop a suite of marketing collateral items with the new brand

Strategy

  • Zadro facilitated a brand discovery session with the client to discuss visual likes and dislikes
  • Zadro completed a visual audit and colour mapping
  • Zadro conducted a photography review
  • Zadro developed several brand concepts – including logo, colour palette, typography

Results

  • Delivered a full brand refresh including a new logo
  • Created a visual brand style guide to be implemented across all marketing channels keeping communications consistent and building a strong and powerful brand
  • The brand style guide included fonts, colours, use of logo on different channels, taglines, language/story guidelines, patterns or icons, photography, plus a visual application of marketing collateral as examples for future design
  • Creation of several new marketing assets to implement the new brand

Supporting U through the Power of Video

Objectives

  • To capture and share the valuable insights and collective learnings from the Supporting U Learning Circles
  • To educate the community and organisations that work in the domestic and family violence space of the cultural nuances of migrant communities
  • To generate discussion among community groups
  • To showcase the positive impact of the Supporting U program in supporting vulnerable members of our community
  • To give Supporting U Leaders a platform to share their own and their communities’ stories

Strategy

  • Zadro created a series of videos with imagery and music that related to the cultural background of the storyteller
  • Zadro developed an integrated marketing campaign to support the launch of the videos and maximise their impact to raise awareness of the Supporting U project

Results

  • The development of seven videos, view them here
  • The videos were launched at an event held in NSW Parliament House with The Hon Natalie Ward MLC speaking at the event
  • The videos were promoted across SSI’s channels including website, EDMs and social media
  • An information brochure was developed on the video series to be handed out at future events

Hearth by Moonacres – New Business Brand and Launch

Objectives

  • To develop a name and brand for Moonacre’s new restaurant in Retford Park
  • To align the new brand to the existing Moonacres business
  • To build a webpage to create an online presence for the new restaurant
  • To support the launch of the new restaurant with media

Strategy

  • Zadro visited the new restaurant site to develop an understanding of the area and adjacent art gallery opening at the same time
  • Zadro worked with the client to establish the new business name, including consultation with the whole Moonacres team
  • Zadro developed a new brand – including logo, colour palette, typography
  • Zadro developed a website page, from design and copywriting to development and launch
  • Zadro developed a media release to create awareness and generate coverage with local media

Results

  • Successfully launched Hearth by Moonacres as a new business of the Moonacres Group
  • The new brand was developed; a style guide and complete suite of brand assets was provided to the client for future use
  • An initial package of collateral was produced including business cards, coffee cards and an editable DL Flyer
  • The new webpage was successfully launched
  • A Hearth by Moonacres branded email template was created

Australian College of Nursing’s (ACN) Institute of Leadership Content Creation

Objectives

  • To curate, design, develop and produce two comprehensive on-demand courses for ACN’s Institute of Leadership
  • To provide two courses that offer engaging and practical information for nurses to build their communications and presentation skills
  • To deliver all collateral for both courses
  • To support the launch of the new courses via marketing

Strategy

  • Zadro worked with the Australian College of Nursing (ACN) to identify the key learning outcomes required
  • Zadro developed all the course content to meet the specifics learning requirements
  • Zadro partnered with a director and videography company for filming and post-production
  • Zadro produced all the copywriting for the courses including work booklets and website copy
  • Zadro coordinated with ACN and a third-party website developer to build the platform for the two new courses
  • Zadro developed the email marketing to support the launch and promotion of the new course

Results

  • ‘The Leader’s Communications Tool Kit Series’ on-demand course with six rich, engaging and thought-provoking modules designed to empower nurse leaders through successful communication was successfully launched to market
  • ‘Defining your Style Series’ on-demand course is six practical modules designed to give nurses advice on how to go from scrubs to business wear and feel confident in your look
  • See the courses here The Leader’s Communications Tool Kit and Defining your Style

Natural Medicine Week Communications Campaign

Zadro has worked with the Australian Traditional-Medicine Society (ATMS) on Natural Medicine Week since its inception in 2016 and each year strive to add new elements and grow the campaign awareness.

Natural Medicine Week 2023 was the most successful year ever with a huge social media outreach, and virtual events held by practitioners from all over Australia!

Objectives

  • To increase awareness of the natural medicine industry and the benefits of natural medicine
  • To promote accredited practitioners to the public across ingestive therapies, bodywork & massage, and Chinese medicine
  • To share healthy tips and recipes
  • To engage government in a conversation about the significance of natural medicine

Strategy

  • Zadro created and introduced the ‘A-Z of Natural Medicine’ in 2023 to showcase all the varied aspects of natural medicine
  • After successfully creating an Ambassador Program in 2021, this has continued and in 2023, there were 33 Ambassadors who were asked to contribute:
    • Events
    • Blogs
    • Recipes
    • Videos
  • A digital advertising campaign was developed with WellBeing Magazine
  • Natural Medicine Week was promoted via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations
  • The website was updated with new search tools to provide better functionality and a smoother user experience
  • Search Engine Marketing (SEM) was utilised in April and May for additional reach and traction

Results

  • The reach and engagement of Natural Medicine Week has grown year-on-year
  • Approximately 6,000+ consumers registered for 55 digital events
  • 190,227 people engaged with Natural Medicine Week across digital channels through likes, comments, clicks and shares
  • Total reach is estimated at 1 million people increasing from an estimated 1.2 million in 2016
  • 6 million people were reached via social media
  • Overall digital reach was 28% higher in 2023 than 2022
  • The Natural Medicine Week website recorded 82,590 website visits by 14,541 unique visitors
  • 114 new recipes and blogs were added to the website
  • The bounce rate on the website reduced from 4% to 3%

Brand Launch and Strategic Communications

Objectives

  • To develop a go-to-market campaign to support the launch of Find Aged Care in Australia (Pilot program in the ACT)
  • To provide ongoing strategic communications support to deliver key messages to audiences
  • To support the development of strong relationships with partners and media

Strategy

  • Zadro conducted strategic communications planning: COMM*BATTM to establish a 6-month launch engagement plan
  • Zadro developed creative concepts to leverage the ‘perfect match’ concept for launch
  • Zadro developed key messages for different audiences
  • An ongoing content calendar was developed for post-launch communications
  • Zadro established a brand kit in Canva and set up graphics templates

Results

  • A teaser campaign was used to generate excitement in the lead up to launch
  • A complete suite of marketing materials was created
  • Find Aged Care was launched via owned marketing channels – website, email marketing, social media, direct marketing
  • New social media channels were established and managed
  • A series of blogs were written to provide informative content for all audiences
  • Videos were developed to support and extend the blog content
  • Email newsletter templates were developed to deliver on brand information to the database
  • The client is able to use Canva to create social media posts, email newsletter graphics and other visual assets

TABMA Apprentices Campaign – Building a Career for Life in Timber

Objectives

  • TABMA approached Zadro to develop a new creative marketing campaign to raise awareness of their apprenticeship and traineeship program for the timber industry.
  • Timing was vitally important to increase placements and leverage the Government boosting apprenticeships funding in 2021/2022.
  • TABMA wanted to attract more young people to the timber industry, to be able to upskill them and provide career pathways.
  • The campaign had to re-position the many different job roles and opportunities to showcase the diversity of the timber industry.
  • TABMA Apprentices & Trainees aim to build the long-term foundation for the timber industry with a skilled and diverse workforce.

Strategy

  • Zadro reviewed the challenges and barriers to recruiting apprentices and trainees for TABMA, conducted an analysis of the audiences wants and needs, considered the core key messages, and finally, the channel mix; to fuel the communications strategy.
  • The campaign: Build a Career for Life in Timber was created as a lead tagline for the promotions.
  • Over the course of a 3-month campaign, branded content, case studies, testimonials, videos, and job advertisements were utilised to inform and educate candidates on the diverse roles and opportunities that are available to build a future in the industry.
  • Targeted at multiple audiences (the Board, the internal team, members, host employers, employees, candidates, parents and partners) the campaign was implemented through integrated mix of communications including: www.tabma.com.au, EDMs, Facebook, LinkedIn, Instagram, YouTube, printed collateral, recruitment expos and presentations.

Results

  • Implementation of a creative and consistent brand campaign across digital, social, direct marketing and advertising channels to multiple stakeholders.
  • 50% increase in successful placements of apprentices during the campaign compared to prior placements.
  • The TABMA team were engaged and empowered by a campaign message and collateral they could leverage at a sales level.
  • Reached more than 40,000 people via Facebook over the 3-month period.
  • 5,000 accounts reached on Instagram with 300 new fans across social media.
  • Increased engagement of host employers, apprentices and trainees via social media re: tagging, liking, sharing and commenting on content.

Dalugo – Branding and Marketing

Objectives

  • To develop a strategic communications brand to support business goals
  • To build a website to create an online presence
  • To establish a social media presence

Strategy

  • Zadro worked with the client to finalise the new company name
  • Zadro developed a new brand – including logo, colour palette, typography
  • Zadro worked with the client to articulate and write key messages including mission, values, brand story, tagline, brand tone
  • Zadro developed a website from design and copywriting (including metadata to enhance Search Engine Optimisation), through to development and launch
  • Zadro selected the appropriate social media channels and created new profiles for the organisation

Results

  • A new brand was developed; a style guide and complete suite of brand assets was provided to the client for future use
  • An initial package of collateral was produced including business cards, email signature tags and a PowerPoint presentation template
  • The new website was successfully launched
  • The client can manage and update the website in-house
  • The Facebook and Linkedin channels were launched and handed over to the client after eight weeks of activity