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 

Accord Australasia – Bringing the brand to life through design

Following the successful completion of the Brand Language Guide, Accord Australasia partnered with Zadro to bring their new brand language to life through revitalised marketing collateral. 

Zadro designed a master brochure and two segmented membership brochures that extended the visual identity of the brand and reflected its diverse audiences. The goal was to modernise the brand look and feel while ensuring visual and linguistic consistency across all materials. 

Working closely with Accord, Zadro explored colours, fonts, patterns, and imagery that represented the organisation’s professionalism and purpose. Each brochure was aligned through consistent layout and structure but tailored for audience relevance through unique photography, colour palettes, and language. 

To empower the Accord team long-term, Zadro built the brochures in Canva, giving them full flexibility to edit content, update data, and add new testimonials in the future. 

Finally, a Style Guide was developed to ensure all future materials remain consistent and cohesive – setting the brand up for continued success across website, digital, and print communications. 

OBJECTIVES 

  • Extend the refreshed brand language into a modern visual identity 
  • Develop versatile brochure templates for Accord’s key membership audiences 
  • Ensure brand consistency and flexibility across all collateral 
  • Create editable templates for easy future updates 

STRATEGY 

  • Collaborated with Accord to select colours, imagery, and layout styles that aligned with their refreshed language 
  • Designed a suite of brochures that shared structure but reflected different audience needs 
  • Created editable Canva templates for future adaptability 
  • Finalised a Style Guide to maintain visual and verbal consistency across future materials 

RESULTS 

  • Three modern, professional brochures completed and approved 
  • Visual and language alignment achieved across all collateral 
  • Canva templates provided for internal flexibility and updates 
  • A comprehensive Style Guide created for future brand management 
  • Outstanding feedback from Accord and stakeholders on the final materials 

NSW Tourism Awards – Public Relations

Zadro began working with NSW Tourism Association in 2024 for their inaugural NSW Tourism Awards supporting with the brand development, marketing and public relations. In 2025, Zadro managed media engagement and coverage for the program.

These awards are a prime opportunity to recognise the passion, commitment and resilience of tourism operators around the state of NSW. As part of this campaign, we have the opportunity to amplify the work of tourism operators by sharing their stories and promoting their achievements.

OBJECTIVES

  • To increase awareness of the awards program and its legacy
  • To profile and promote the finalists and winners of the awards
  • To engage regional media in covering the awards program and spotlighting operators in their area
  • To educate the industry on the professional development opportunities within the awards process
  • To continue building on the credibility of the awards program

STRATEGY

  • Zadro designed the sponsorship prospectus to attract partners for the program
  • Zadro created segmented media lists to ensure each pitch could be tailored based on interest area
  • VIP tourism media were identified to receive personal invites to attend the awards night
  • Two media releases were drafted and distributed – one for the finalist and one for the winners
  • Contra partnerships with media were organised to enhance and further coverage of the awards
  • The winner’s media release was pitched under strict embargo ahead of the awards night to support with coverage

RESULTS

  • 231 total clippings secured (188 for winner release and 43 for finalist release)
  • Estimated total reach during campaign period is 56.5 million
  • 235% increase in coverage for the winners compared to 2024
  • 159% increase in coverage for the finalists compared to 2024
  • High impact outlets secured including Australian Traveller, 9 Honey Travel, broad coverage in ‘Australian Community Media’ news outlets, The Senior, Travel Weekly and Urban List

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

 

Circana – A strategy for public relations success

Circana engaged Zadro to implement a strategic approach to public relations to support and enhance marketing initiatives and raise brand awareness across Australia and New Zealand. This case study demonstrates what can be achieved with a long-term PR strategy, and well-crafted content that is newsworthy and timely,

OBJECTIVES

  • To introduce Zadro to industry and mass media as Circana’s ANZ media representative
  • To develop a PR strategy to support marketing activities and amplify the results achieved
  • To secure consistent coverage each month with both planned and reactive opportunities
  • To continue to reinforce Circana’s position as the leading advisor on consumer behaviour
  • To increase Circana’s share of voice compared to key competitors

STRATEGY

  • Zadro researched media in the relevant industry verticals, with a focus on the priority areas to identify key subject areas
  • Zadro leveraged the latest news to enhance PR stories and garner further coverage
  • Zadro developed targeted media lists for each campaign
  • Zadro regionalised global thought leadership articles and reports to create coverage opportunities in ANZ

RESULTS

  • 73 pieces of coverage secured in five months
  • 9 million estimated total online coverage views
  • 5K coverage views on social media
  • 6 thought leadership articles secured across key industry media for the executive team
  • 41 features published in industry and business media, highlights include Mumbrella, ITBrief Australia, Mi3, Retail Biz and Industry Journal New Zealand
  • For Circana ANZ’s major event, State of the Industry, Zadro secured 29 pieces of coverage including features, thought leadership and interviews
  • Zadro has received several proactive requests from media for insights from Circana as a result of the relationships built with media

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

Lymphoedema Association Australia – Shining a Light Media Campaign

Zadro is proud to partner with the Lymphoedema Association Australia for their annual Lymphoedema Awareness Week, ‘Shine a Light on Lymphoedema’ in March.

OBJECTIVES

  • To raise awareness and understanding of Lymphoedema across the wider community
  • To increase member acquisition for Lymphoedema Association Australia
  • To establish relationships with government, health professionals and media
  • To build a stronger and more connected community between members

STRATEGY

  • Zadro led the strategic development sessions to create the name, objectives and key messages for the awareness week, and supported in the development of tactics for the campaign
  • Zadro developed a strategy for distributing a media alert and media release highlighting the locations where landmarks would turn blue
  • Zadro developed a highly targeted media list including mass publications and media in local areas where landmarks were being turned blue (broadcast, radio, print & online)
  • A list of spokespeople in each state and territory was developed, with Zadro preparing a speaker brief to ensure all were across important information about the campaign and tips for speaking with media
  • Zadro hosted a briefing with spokespeople to answer questions and run through examples of questions

RESULTS

  • 15 pieces of coverage were secured across newspapers, online publications, radio and television
  • An interview was secured for a person living with Lymphoedema with Newcastle Herald and the article was syndicated across four other publications
  • Channel 7 News Townsville interviewed a person living with Lymphoedema
  • Channel 10 News Adelaide featured the blue landmarks in their nightly bulletin
  • A successful campaign that can be easily built upon year-after-year