Marketing Case Studies Library

NSW Health Creative Concept Brought to Life

Objectives

To create a simple, interactive device to support Munch N Move, a NSW Health Initiative with a focus on Fundamental Movement Skills (FMS) for children in Early Childhood Centre’s.
To support Early Childhood Educators to encourage healthy eating and physical activity using a range of learning experiences.
To create an easy, professional development resource to aid in training and support to early childhood educators.
To create a fun, complimentary child-friendly, poster for children attending Early Childhood Centre’s to support the NSW Health initiative.

Strategy

Zadro created a resource to support early childhood educators to encourage and promote FMS development in children aged 3-5 years.
Zadro created a complimentary, interactive poster for early childhood centers to use the program to support the learning objectives of NSW Health
In addition, 13 fun monster character cards were designed to Velcro on the poster, to encourage children’s active participation in the learning of FMS development

Results

Created 150 posters for distribution on Munch N Move site visits
The poster was tested and approved for white board markers, improving the durability and lifespan of the resource
Created 3,900 FMS Velcro monster character cards to be used with the posters
Created 150 activity books for distribution on Munch N Move site visits

The Parks Community Network – Brand Refresh

Objectives

To refresh the brand while retaining the current name.
To represent The Parks Community Network which exists today.
To help The Parks Community audience find and identify the organisation.
To assist in the organisation’s drive to increase funding from the government and other bodies.
To create a visual identity which connects with the people both internally and externally at The Parks Community Network.
To help achieve mission, vision and goals for the future organisation.

Strategy

A strategic approach to the process of rebrand was taken.
- This included: Understanding who the organisation is, why they exist, what they want to be, and what the organisation wants to achieve in the coming years.
Zadro developed a new brand to represent the whole organisation.
Zadro undertook creative research, colour mapping, design and concept, concept refinement and incorporated client feedback, to create a cohesive brand.

Results

Zadro developed a new primary logo, secondary logo and a logo for each of the seven different services currently offered by The Parks Community Network, which can be extended as new services are offered.
The logo was made up of elements which are a visual representation of the different components of the organisation.
Visual devices were created to be used as a branding element in Parks Community Network communications.
Key items of collateral were designed including: business cards, letterheads, pull up banners and a PowerPoint template.
Key language was refined, including vision and mission.
A new tagline was developed.
Key messages were written to ensure consistency across all communications.

Moonacres Product Marketing Strategy

Objectives

To create an overarching brand strategy for the business to expand its products/offerings
To position the farm as integral to all other products and services
To relaunch the Kitchen along with its pop up restaurant
To launch a cooking school, offering classes onsite with local chefs/cooks
To create and engage a community, who are equally as passionate about sustainable produce, its source and most importantly sharing it
To partner with local suppliers to help raise the profile of the Southern Highlands/Robertson as a food destination

Strategy

Zadro created an integrated marketing plan for Moonacres Group to develop, implement and grow the products of their business.
Moonacres was launched via moonacres.com.au, promoting the Farm, Kitchen and Restaurant, along with targeted eNewsletters, social media, press releases and local media support and events collaborating with other local suppliers.

Results

Successfully launched the Farm, Kitchen and Restaurant as individual products of the Moonacres Group.
Assisted with building product awareness in the local market through press release and media relationships.
Marketed two summer restaurant pop ups, Jimmy Nardello, along with partnering with other local suppliers to host events that showcase local produce.
Built an online community on Facebook and Instagram, as well as subscribers via the eNewsletter.

AFIA Conference Communications Management

Background

The Australian Finance Industry Association (AFIA) host an annual Conference bringing together members of the finance community to inspire, empower and connect the industry. In 2019, the annual event was themed around restoring trust, rebuilding confidence and redefining culture. Zadro have been appointed for two years to provide digital and social marketing, PR and stakeholder management.

Scope of Works

Promote the AFIA Conference, including all sessions and speakers, to members, prospects and relevant stakeholders
Communicate the benefits of attending the AFIA Conference to help secure attendance
Provide social media support on Twitter and LinkedIn prior to and live from the event
Conduct on-site communications and stakeholder management support to the AFIA team
Supply post-event content to engage speakers, partners, attendees and the wider AFIA audience

Strategy

Zadro supported AFIA in creating a short-blast strategic marketing campaign to engage speakers, members, prospects, exhibitors and partners
The AFIA Conference was promoted via EDMs, social media and media relations
Zadro attended the AFIA Conference to execute live social media and to produce content to utilise on LinkedIn and the website post-event
Zadro assisted with senior support on-site to support engagement with speakers, partners and delegates.

Results

Marketing activities resulted in more than 250 people attending the AFIA Conference each year, and an increase in social media reach and engagement during and after the event.

AGE Australasian Gaming Expo Campaign

Objectives

To present AGE 2018 as the must-attend gaming and hospitality event in the southern hemisphere
To position AGE as the most entertaining platform for the international gaming community to network, see new products/innovation and seek potential business partners
To position the Expo as a leader in technology and innovation
To generate high engagement and create a ‘buzz’ about AGE 2018 building on the credibility of the event internationally
To engage media, visitors and exhibitors in the Expo’s speakers and event program
To engage new visitors and encourage a sense of community between newcomers and long-returning guests
To assist exhibitors in maximizing their ROI at AGE 2018

Strategy

Zadro created an event driven integrated communications campaign to engage AGE 2018 visitors and exhibitors as well as media
AGE 2018 was promoted via www.austgamingexpo.com, visitor and exhibitor EDMs, social media, advertising, email newsletters and newsflashes, PR and media releases as well as via ongoing media relations in the lead up to and during the event

Results

Successfully launched AGE 2018 by promotion of the latest industry technologies on show
Increased delegate visitation at AGE by 7%
Engage a 7% increase in delegate visitation at AGE 2018
All social media platforms saw increased engagement: Facebook 18%; Twitter 6% increase, as well as proactive engagement with and between exhibitors, and LinkedIn 14% increase
Engaged positive media attention for AGE 2018 by coordinating speakers’ availabilities and improved connections that enabled event promotion

A Place to Grow Communications Campaign

Objectives

To reduce the workloads of the Unit and District leaders directly related to the recruitment and retention of members.
To articulate a strong message about what Girl Guides is, can offer and provide young women and the community.
To link the great marketing and promotion initiatives of the Girl Guides NSW/ACT community together to leverage their collective power.
To produce communications that speak to all Guiding decision makers (and influencers) not just the Girls.
To support strong relationships between Girls, volunteers and parents and the state-based brand/organisation to foster loyalty, advocacy and retention beyond the Units.

Strategy

Zadro designed and delivered an insights project to better understand past and current Girl Guides, parents and volunteers.
Zadro created an integrated communications campaign to engage Girl Guides, parents, volunteers and the wider community; it was called A Place To Grow.
Zadro supported the Girl Guides community, engaging with 540 Units to promote the campaign during Girl Guides Month with templates, PR releases, presentations and social media content in a detailed marketing kit.
Zadro designed marketing collateral for Girl Guides to use across all of their channels and also directed the publication of this content.

Results

Successfully launched this grass-roots recruitment and retention campaign for Girl Guides NSW and ACT.
Engaged with wider audiences increasing membership enquires by 600% in May.
Reached 194% more people on Facebook in May than the previous month.
Increased engagements by 134% on Facebook compared to the previous month.
Achieved 8 media clippings for the campaign in May.

Sydney’s West – The Ultimate Weekend Brand Campaign

Objectives

To create a destination campaign around the weekend 23 and 24 March 2019, when Sydney’s West was playing host to three well-known sporting events.
To boost visitation to NSW.
To contribute to the growth of the Western Sydney visitor economy.
To promote brand Sydney’s West as a desirable destination, a place for fun and excitement, a place for diverse experiences, a place for friends and family to gather.
To support Destination NSW’s major events strategy.

Strategy

Zadro developed a strong brand, creative device and artwork for all channels including Sydney’s West and Partner websites, eNewsletters and social media.
Zadro liaised with the various stakeholders to develop appealing offers, develop content pieces and leverage their communication channels.
Zadro wrote and supplied content for Partners to publish across their channels i.e. social media and eNewsletters.
Zadro managed the end-to-end production of radio advertising.
Zadro used Facebook advertising to promote the Sydney’s West page, as well as boost various posts.
Zadro supported the consumer-facing campaign with industry-media public relations.

Results

Successfully launched this pilot program within 5-weeks of commencement.
Increased Sydney’s West Facebook audience by 198%.
Increased Sydney’s West Twitter audience by 500%.
Reached a radio audience of 309,000.
Increased visitation to Sydney’s West website by 722% compared to the previous 30 days.
Fulfilled Destination NSW’s requirements for funding.

SRC Constructing Creativity Campaign

Objectives

To create a campaign to address the changed marketplace competition i.e. large players who have entered the full production and staging arena.
To promote the custom solutions offered by SRC for those who want a specialised custom service.
To raise the profile of SRC in this category of staging, especially among younger Event Producers.

Strategy

Zadro developed a campaign to target creative event producers who want to do something different and special; and advocate for the event producer profession.
Zadro developed a campaign brand, which was an extension of the current SRC brand, and artwork for all channels including website, eNewsletters and social media.
Zadro developed videos for use on social media and website.
Zadro developed key messages around SRC’s custom and creative approach, and the resources available to event producers.
Zadro wrote content for website, eNewsletters and social media.
Zadro supported the campaign with industry-media public relations.

Results

Achieved above average open rates for all eNewsletters.
Strong social media engagement.
High video view rates.
6 pieces of PR coverage achieved with over 100,000 estimated coverage views.
The messaging has been integrated into SRC communications after the campaign to continue to reinforce the message.

Strategy for success: Launch of New Venue in Museum

Objectives

The launch of the new event space aimed to expand the venue portfolio and spark renewed interest in the museum as one of Sydney’s finest collection of unique event venues
Establish an event venue brand that speaks to the needs of the Sydney event market and increased the overall awareness for the market that the museum had eight venues
Zadro was hired to:
- launch and build the Lighthouse Gallery profile as the ‘it’ venue for 2014, 2015 and 2016 through the roll out of a strong marketing and public relations campaign
- Design a campaign that drove awareness across the museum’s portfolio of venues.
- support the team to achieve the sales target

Strategy

Zadro led a three-hour strategy session which uncovered a number of key selling points and identified the target markets
Challenges that the roll out of the strategy faced were the marketing of a venue to rival others in Sydney’s highly competitive events industry, coupled with the lack of awareness of the museum as a multi-functioning event space
Out of the strategic session, a well-defined plan was put in place to launch the new waterfront event venue via two creative campaigns:
1. The launch creative – needed a unique and powerful creative execution to sell the story of how the space could be used by event managers. The look and feel of all items (invitation, presentation graphics and EDMs) were aligned and imbued with sophistication
2. Corporate creative – a branding exercise for the integrated web and press advertising to inform the public of the museum’s location, positioning it as a ‘must experience’ venue

Results

Marketing and PR activity cemented the new venue as a key component of the Sydney events market and re-established the museum as home to a unique collection of harbour front venues
The venue’s Facebook page amassed almost 800 likes in just under three months, which was the result of mostly organic work
Posts within the Facebook page reached an average of 2000 people with a number of standout posts exceeding a reach of 10,000
Total PR value achieved within a three month campaign: $286,130.55
Total sales revenue generated exceeded the budget by 15.3%

APPEA Conference and Exhibition Marketing

Objectives

To bring the industry leaders in Australian Oil and Gas together to network and do business
To understand what challenges the industry is facing and instill a collaborative solution approach, uniting key players for the good of the industry
To provide a leading, educational platform to share cutting-edge industry knowledge
To determine fresh key messaging and positioning of the APPEA Conference
To design, build and implement and integrated marketing and communications plan
To support delegate registrations through the effective communication to the target audience
To support event sponsorship objectives through effective marketing strategies
To provide exhibitors with improved return on investment through effective marketing opportunities

Strategy

To target and support industry relationships
To position APPEA as the must-attend conference of the year
To strengthen stakeholder relationships to achieve more efficiency and streamline Conference communications
To be perceived as fresh and clear to the market
To develop new exciting initiatives maintaining true to the brand and industry
To extend the partner network
To strengthen membership companies and promote extra value to members

Results

Leveraged energy industry political news for further publicity via social and eNewsletters
Extended exhibitor opportunities, shared news to develop content and provided additional value
Enhanced the APPEA membership experience at the Conference
Raised the profile of the Conference using an omnichannel approach
Defined the key messages and use consistently throughout campaign across all channels