Marketing Case Studies Library

The Free Range Butcher – Brand Kit

Objectives

To develop a communications plan focussing on The Free Range Butcher’s mission, the products and availability the brand offers as well as tactical/seasonal messaging
To communicate the benefit of free range produce, and position it as a high-quality, clean and sustainable source direct from farm to table
To develop a suite of marketing collateral items to promote The Free Range Butcher’s products
To ensure consistency in the branding throughout the roll out of marketing and communications materials

Strategy

Zadro developed key messaging to be used across social media
Zadro designed a campaign visual to communicate a ‘fresh from the farm’ feel
Zadro designed and built a suite of graphics and options in Free Range Butcher’s Canva account to be used across Instagram and Facebook
Zadro designed collateral for merchandise

Results

The set of easy-to-use Canva templates allowed the client greater flexibility to produce and share content
The system of designing content has saved the client time
The creation of the ‘grass’ ident used in the marketing solidified the positioning of the brand as a fresh, sustainable and clean supplier

Membership Renewals – The Australian Dental Association

Objectives

To raise awareness of the member benefits of The Australian Dental Association
To inform members of the additional advocacy, support and resources provided
To create a membership brochure to engage and connect with members
To encourage renewals through targeted communications using the Australian Dental Association’s membership base

Strategy

Zadro created a benefit driven digital membership brochure to communicate the key reasons for dentists to renew their membership
The content delivered strong value propositions to support the achievements of the association during the pandemic
Graphic design, combined with relevant photography and messaging was used to provide a consistent and brand aligned campaign
An email marketing piece was delivered to support the brochure delivery

Results

In a short timeline, Zadro successfully supported the launch of the association’s membership renewals campaign
Zadro created a value driven brochure for The Australian Dental Association to utilise in the future for both membership renewals and acquisitions

Objectives

To provide a strategic marketing approach to TABMA’s membership renewals
To help communicate the amazing work the organisation and team provide across their training, advocacy, recruitment and support services
To raise awareness of the new membership benefits TABMA developed for their 2020 renewals
To maintain retention of membership for TABMA, attract new members and increase engagement in TABMA’s services
To refresh the look and feel of the TABMA brand identity to provide consistency in message and design
To create a digital marketing plan and assets to begin integrated communications across their website, social media and email marketing
To create email newsletter templates to professionally position the brand through direct digital marketing

Strategy

Zadro worked with the team to re-develop the value proposition, membership benefits and taglines
Zadro designed a new visual look and feel including the key value proposition for the TABMA brand
A new visual brand style guide was developed
A membership renewals integrated marketing campaign was created and implemented across the TABMA website, email marketing, social media and print materials
Email marketing templates, content, schedule and activities were reviewed, and a new strategy and assets developed for the TABMA team to implement

Results

Successfully launched the membership renewals campaign engaging existing members and gaining new memberships
Re-positioned TABMA and created a robust brand identity
Implemented new email marketing templates and a digital marketing content strategy

Social Media Strategy for Australian Traditional-Medicine Society

Objectives

To provide a forum for ATMS member and practitioner voices on social media channels, integrating with the wider marketing and public relations plan
To build and grow a community of natural medicine practitioners and natural medicine therapies end-users on social media
To engage practitioners and the public in factual, topical discussions about ATMS and the natural medicine industry (increase social media engagement – comments, likes, shares)
- To be the go-to place for up-to-date information on natural medicine
- To demonstrate to natural medicine practitioners that ATMS is the first to market with news on natural medicine
- To represent the voice of practitioners to the public
- To provide content for practitioners to share with their audiences
Drive traffic to the ATMS website to:
- Influence membership acquisition and retention
- Connect end-users to relevant ATMS members for the provision of natural health services
- Drive bookings for CPE events and ATMS special events

Strategy

A B2B and B2C strategy to engage both practitioners and end-users of the natural medicine industry
Target key audiences and maximise budget with advertising
Targeted campaign strategies across each channel to maximise engagement and relevance
- Facebook:
  - 3 posts per week
  - 80/20 content rule
- LinkedIn:
  - 3 posts per week
  - Government and research focused
- Instagram:
  - Launch an Instagram account
  - 3 posts per week – focus on modalities, health and wellbeing

Results

In 15-months Zadro assisted to successfully reach and exceed the set goals across the social media channels
- Facebook:
  - Increased ATMS likes and followers – from 16,000 to 34,000
  - Increased average post engagement from 216 to 523 interactions per post

- LinkedIn:
  - Increased ATMS followers – from 762 to 2,616
  - Increased average post engagement – clicks, likes and comments

- Instagram:
  - Acquired over 1,000 followers in the first month

Scouts NSW Know It. Live It. Log It. Brand Development

Objectives

To educate Scouts NSW’s internal and external stakeholders about youth safety
To raise awareness of the best practice in safeguarding youth among the Scouting community
To communicate the Scouts NSW safeguarding commitment statement
To raise awareness of Scouts NSW’s safeguarding initiatives and policies

Strategy

Zadro held a strategy session, conducted a survey and conducted interviews with various stakeholders of Scouts NSW to ensure a highly consultative approach
Zadro devised a creative communications campaign, device and brand to connect with the stakeholder groups
Zadro developed a framework for implementation with strategies across multiple channels
Zadro developed a communications and marketing strategy and implementation plan

Results

Zadro developed the project brand – Know It. Live It. Log It. Safe fun for All – to strategically deliver the education messages of the project
Zadro developed a suite of printed and digital assets to deliver the messages of the project across all channels, which can be used ongoingly
Videos were produced to communicate the education project to youth audiences and to adult audiences involved in Scouts NSW
Positive feedback was received from the NSW Office of the Children’s Guardian about the projects’ ability to address and achieve Child Safe Standards
Scouts NSW were invited by the NSW Office of the Children’s Guardian to speak at a forum as a leader in the youth protection space and regarded as industry best in this area

Australasian Society for Ultrasound in Medicine (ASUM)

Objectives

Zadro has worked with ASUM since 2017 across more than 25 individual projects, ranging from COMM*BAT^TM strategy sessions through to smaller design tasks.

To help ASUM achieve strategic business goals
To reinforce and build ASUM’s positioning as Australasia’s leading choice for ultrasound industry professionals
To develop a strategic approach to communications around the organisation and annual conference
To develop consistent and cost-effective marketing and content plans encompassing all channels including website, email marketing and social media

Strategy

Zadro has conducted several COMM*BAT^TM strategy sessions to develop marketing and content plans for the organisation and annual conference
Brand refinement, expansion and new brand development has helped to create a consistent and powerful brand resulting in strong brand presence
Zadro has conducted surveys to gain insights into ASUM audiences to inform strategy
A communications strategy was developed to manage a significant change in product offering
Strategic communications plans have been developed for the ASUM annual conference to build awareness of the event and attract delegates
Zadro’s training product, Zadro University (ZU), has been used to upskill and empower the internal ASUM team to successfully execute their marketing and communications

Results

The long-term relationship has enabled Zadro to develop a deep understanding of ASUM and its team, and subsequently work successfully as an extension of the organisation and as a trusted marketing communications advisor
The design and brand work has created a strong brand presence reinforcing ASUM as Australasia’s leading choice for ultrasound industry professionals
Insights from audience surveys have been used to guide business decisions as well as communications
Clear marketing and content plans developed by Zadro have been able to be executed successfully by the internal ASUM team
Zadro has delivered many professional and attractive pieces of collateral including three annual reports, thank you cards, pull up banners and infographics
Zadro and ASUM’s relationship continues to develop and grow to achieve ASUM’s goals and objectives

Raine & Horne – Amplify Brand Kit

Objectives

To support the launch of a new product exclusive to Raine & Horne.
To create the brand of the new digital marketing tool.
To engage and educate the internal stakeholders about the new product, including management.
To support local agents to “sell” the new product.
To create awareness in the market of the new product.

Strategy

Zadro developed the new name for the product (Amplify) and the brand around the new product, including unifying tagline, visual device and imagery.
Zadro developed presentations to introduce Amplify to Regional and General Managers, and the Franchise Owners Council.
Zadro developed internal education materials.
Zadro supported the development of internal and customer-facing videos.
Zadro produced a ‘toolkit’ for local agents to promote the new product, including A4 brochures, DL flyers, Posters, window cards, pull up banners, and social media graphics.

Results

Successfully launched Amplify.
The brand created by Zadro and materials produced are still in use to promote the product.

Objectives

To raise awareness of Get Global and its role as a leader in the MICE industry.
To build relationships with influential media and vocal figureheads, support public influencers, partners, sponsors and exhibitors for the benefit of the show, and business events community, through all owned and earnt media.
To significantly increase positive national and international media engagement and coverage.
To support the overall show objectives of attendance, participation, information sharing, profit, business outcomes and brand legacy building.

Strategy

Zadro created an integrated campaign for Get Global
Zadro engaged with industry media to maximise the coverage in the lead up to and at the show
Engaged new media partners for the show to increase the reach
Positioned owners as thought leaders within the industry
Get Global was promoted via their own social media channels

Results

Successfully engaged with media with 13 media partners
Reached an estimated 3,424,557 people through media with a PR value of $631,344
Secured Get Global for a second year

Encore Integrated Communications

Zadro have worked with Encore for the past eight years assisting them in all their communications from strategy, PR and marketing.

Objectives

To support Encore’s marketing department in the delivery of strategic communications throughout 2019
To support in the creation of content across a variety of online and printed resources including blogs, news stories and articles
To create exposure in a broad cross section of target markets

Strategy

Zadro worked closely with Encore’s marketing department to identify newsworthy events to pitch to industry media through media releases and use in marketing communications
Media announcements were created to promote business updates, such as new senior management team members and product launches
Key events were identified and case studies were produced and published on Encore’s website
New stories were developed for Encore’s website to promote new product launches and announcements

Results

A schedule of media releases were distributed throughout the year which achieved coverage in 10 different publications
Encore’s website was updated with 19 pieces of new content
44 pieces of coverage across 10 publications
400K total audience reach

Marketing Plan and Asset Development – IPWEA

Objectives

To develop a communications plan
To develop a suite of marketing collateral items to promote IPWEA’s products and services
To ensure consistency in the branding throughout the roll out of marketing and communications materials
To incorporate NAMS+ Canada, a subscription-based product, where applicable
To promote the high quality of the International Professional Certificate in Asset Management delivered by IPWEA
To create assets in English and French Canadian

Strategy

Zadro conducted research and hosted a COMM*BAT strategy session with key IPWEA team members
Zadro designed a range of graphics to be used across all platforms including: EDMs, website, social media and brochures
Designed a new EDM template including design, copywriting and coding
Zadro developed videos to clearly explain the Professional Certificate, including storyboarding, management of the videographer and music selection
Zadro created a pitch document incorporating testimonials to promote the Professional Certificate
Engaged recent graduates as brand ambassadors for the Professional Certificate. Brand ambassadors were used in website and social media content
Relevant collateral, including videos, were translated into French Canadian

Results

A detailed strategic communications plan was developed from the findings of the research and strategy session – the plan included key messaging, audience analysis, etc
A comprehensive suite of professional marketing assets were produced which can be used across all platforms

After two years of being in the job, David Jenkins CEO reviewed the COMM*BAT report to reflect on the progress of the organisation. He shared this with the Zadro team.

“It is essential for any new CEO to spend time reflecting, asking the ‘right’ questions and listening to all opinions from a range of stakeholders. It’s not something that should be rushed despite the pressures and urges to do so. ZADRO developed a COMM*BAT strategy two years ago and it still resonates. Insightful, carefully thought through and actionable. With ZADRO you have an organisation that will deliver a ‘real’ perspective, providing a clear pathway for future strategy development and implementation.”