Strategy Archives - Zadro Agency

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

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

AFAC23 – Media Campaign

Objectives

To raise awareness and increase the profile of the AFAC23 Conference
To maximise media exposure and coverage
To engage exhibitors in sharing news and contributing to media coverage
To showcase research, findings and emerging industry trends
To attract a new audience
To engage new media publications covering niche areas relevant to the program
To engage the local host agencies and gain exposure for a diverse range of representatives and topics

Strategy

Zadro closely reviewed the program identifying trending topics and possible areas of interest for media
Zadro developed a comprehensive media list including mass, trade and niche media. Zadro then produced custom pitches looking at topics, areas of interest and spokespeople who would be appropriate for those media
Zadro issued a launch media release, and embargoed press release ahead of the Seasonal Outlook press conference to attract as many media as possible on-site for the event
Zadro liaised with broadcast media on-site to develop unique stories and facilitate interviews with exhibitors

Results

670 pieces of coverage were secured (1,858 including syndications) – 471 online news clippings, 84 AM radio clippings, 52 TV clippings, 44 FM radio clippings, and 19 newspaper clippings
The Today Show broadcast live from the Conference and Exhibition
Zadro secured Sky News, ABC Weather, The Courier Mail, Channel 9, SBS World News, NITV, Southern Cross Australia and AAP to attend the Seasonal Outlook press conference on-site
2023 achieved the highest coverage since Zadro first worked on the AFAC Conference and Exhibition in 2016

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

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

Event Public Relations Campaign

Objectives

To raise awareness and increase the profile of the AFAC22 Conference
To engage exhibitors and delegates
To maximise media exposure and coverage
To showcase research, findings and emerging industry trends
To attract a new audience and engage new media verticals
To engage the local host agencies and gain exposure for a diverse range of representatives and topics relevant to South Australian host agencies

Strategy

Zadro developed a highly targeted media list with mass, industry and niche publications
Zadro reviewed the program closely and then developed custom pitches based on the different topic areas
Zadro liaised with exhibitors and speakers to discuss their organisation and what they were going to do at AFAC22 then developed custom pitches for this

Results

292 pieces of coverage were secured across premium traditional formats (mass broadcast and print), industry and niche publications
The team secured 10 pieces of broadcast coverage across major networks such as Channel 10, 9, 7, Sky News, ABC and SBS News
ABC’s Behind The News did an entire episode on AFAC22 exploring the exhibition
Two interviews syndicated nationally across over 100 major and regional mastheads
The team secured the highest coverage since beginning work on the AFAC Conference and Exhibition back in 2016