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Wool Stocktake : AWI Annual Report 2007-08
CORPORATE AFFAIRS future.wool.com neWforMS of coMMunIcATInG onLIne As AWI transitions from being a R&D focused company to an international innovation and marketing company, the company has been further integrating electronic communication into its industry and communication strategies. AWI has traditionally embraced online media, including newsletters, websites and online decision support tools, but the organisation has this year been producing more modern online solutions to communicate to its stakeholders, such as microsites and ‘social media’ such as YouTubeTM channels. AWI initially focused on one particular area, the fashion area, in order to contain the investment and maximise the learning from the experience. The aim is to showcase the company’s commitment to the future of fashion, via young designers, through engagement with the fashion community including trade buyers. An example was the Future of Fashion Interactive Media Room (IMR) (www.future. wool.com) that focused on AWI’s Protégé Project. This IMR provided easy access to video clips and image galleries of the protégés beYond THe bALe The magazine aims to inform Australian woolgrowers of products and practices to reduce the cost of production on their farms through innovation in areas such as pastures and grazing, sheep health, genetic technologies to breed more productive sheep, and shearing. Equally, the magazine also aims to increase awareness of initiatives in textile innovation and fashion to increase the demand for Australian Merino wool. AWI’s bi-monthly magazine Beyond the Bale is AWI’s flagship publication which is strongly supported as the main vehicle of communicating directly with AWI shareholders and other stakeholders along the wool supply chain. It is a valuable brand in its own right. The main audience of Beyond the Bale is AWI shareholders. The magazine has become an important information resource for woolgrowers, delivering AWI considerable grower appreciation and support. The magazine is distributed to over 25,000 AWI shareholders – a very diverse range of woolgrowers across the whole of Australia – and over 2500 industry stakeholders (including media, students, researchers, retailers, designers). This year Beyond the Bale was made available on the internet in a new “real-view” magazine style format at http://digital.wool.com.au. An increasing number of woolgrowers and stakeholders along the wool supply chain are choosing to read Beyond the Bale online. Six editions were issued last year, plus three (16-page) supplements on the subjects of: – ‘Road to 2010’ – to help woolgrowers prepare for the phase-out of mulesing – ‘Eco-trends’ – to show that Australia is well placed to capitalise on growing consumer demand for environmentally assured wool – ‘Breeding for profit’ – to show the tools available for breeders and woolgrowers to improve genetic gain and lift profitability across the industry Revenue from advertising in last year’s six editions of Beyond the Bale raised $39,052, which has been reinvested into the magazine. The decision to include advertising was taken as a demonstration of AWI’s commitment to provide the best service to its shareholders at minimum cost. The increase in advertising is also a demonstration of the credibility that the magazine now has within the wider industry. More information: www.wool.com.au/beyondthebale 54 ANNUAL AWI 07/08 interested in fashion; they can also be easily embedded in other webpages, included in posts by bloggers who want to highlight these videos. AWI has recently added a second YouTubeTM website AWI Wool Production available at www.youtube.com/user/AWIWoolProduction. We will be progressively adding videos of interest for woolgrowers and the wider community. and their apparel collections during the campaign and also acts as a consumer resource now that the campaign is finished. Another example was the AWI Merino Wool YouTubeTM AWIMerinoWool).This channel allows AWI to upload videos onto YouTubeTM channel (www.youtube.com/user/ – the world’s most popular video sharing site. The videos on this site can be found and watched by visitors The percentage of woolgrowers that have access to the internet – approximately 69% – is on par with Australia’s national average. Nearly half of the woolgrowers with internet access have broadband, indicating that this is by-and-large a connected group and one that can take full advantage of AWI’s push into new forms of online communication. More information: www.woolinnovation.com.au www.future.wool.com www.youtube.com/user/AWIMerinoWool www.youtube.com/ userAWIWoolProduction
AWI Annual Report 2008-09
Annual Report 2006-07