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Wool Stocktake : AWI Annual Report 2007-08
CORPORATE AFFAIRS PROgRESS AgAINST ANNUAL TARgETS taRGEt PuBLICATIONS Provide AWI product-related and corporate publications to shareholders and other Australian and international key stakeholders, so as to help them improve on-farm productivity and profitability and keep them informed of AWI investments to build the demand for Australian Merino wool. ONLINE COMMuNICATIONS Online woolgrower-targeted websites continue to perform well. An additional decision support tool, Liceboss. com.au, was launched in September 2007 and is building a steady audience. The revamped Timerite website was also launched. using online communications, provide AWI’s shareholders and stakeholders with information, resources and tools to improve their businesses, and communicate AWI products and activities to a targeted global audience. An interactive media room to support the Protégé Project went live in April 2008 and served as a prototype for future online support of offline campaigns. A ‘user feedback’ survey was implemented to capture anonymous comments from users. This feedback will inform the future direction of the websites. Integration with The Woolmark Company has presented many challenges in the online communications area and the Online Communications team now manages 18 websites, with four being multilingual versions. A further four sites were merged into existing websites as part of a consolidation program. MARKETING COMMuNICATIONS Collaborate with AWI staff and external stakeholders to market the benefits of AWI products and activities to shareholders and their businesses at AWI and other key industry events, and help in product launches and other marketing campaigns. AWI staff or Board members presented at over 50 industry forums and events around Australia during 2007/08. Events of particular note were: – ‘Stock Wise’ workshops – to help producers make smart decisions about their business during drought – ‘Making More from Sheep’ program – workshops on the new best management practice package – ‘Road to 2010’ forums – to help woolgrowers prepare for the phase out of mulesing – Agribusiness Livestock Updates – the foremost events for the sheep industry in WA Also of note was AWI’s attendance and provision of information at the major wool shows of the Australian Sheep and Wool Show (Bendigo, Vic), Wagin Woolorama (Wagin, WA), New England Wool Expo (Armidale, NSW), and Sheepvention (Hamilton, Vic). MEDIA MANAGEMENT Monitor and provide reports on Australian and international media for stories relevant to AWI and industry, to assist with issues management plus development and evaluation of media strategies and campaigns. GOVERNMENT RELATIONS Facilitate an effective dialogue and two-way communication between AWI and Government, ensuring that AWI is regarded as transparent, accountable and delivering value on RDI and marketing investment. AWI has undertaken quarterly meetings with the Department of Agriculture, Fisheries and Forestry as required under the Statutory Funding Agreement with the Government. These meetings are used to provide the Government with an update on developments within the company’s business, performance against the company’s plans, issues impacting the industry and discussion on Government rural policies impacting on the company. In May 2008, AWI held an industry consultation workshop on the AWI Strategic Plan. The workshop was attended by key government representatives. 56 ANNUAL AWI 07/08 Media is an important communication tool for AWI, and media releases, advertisements and television were used to gain widespread coverage for AWI projects and initiatives. There was wide coverage in the rural and regional media, as well as in the metropolitan media, and international textile and trade media. AWI research and innovation initiatives were also featured in the Landline rural TV show and Today Tonight broadcast across Australia. AWI’s flagship publication Beyond the Bale was published six times during 2007/08 and distributed to over 25,000 shareholders and 1,000 other stakeholders. Three supplements to Beyond the Bale were distributed during the year on the subjects of ‘Road to 2010’, ‘Eco-trends’ and ‘Breeding for profit’. Beyond the Bale has this year been released in a new online ‘magazine-style’ format at http://digital.wool.com.au Over 250 publications, factsheets, brochures and reports that have been produced by the company were also available on request from the AWI helpline on 1800 070 099. Publications were also distributed at industry events and most publications are available electronically on the AWI website wool.com.au. By the end of June 2008, over 500 shareholders had made requests for publications via the AWI helpline. PERFORmaNcE aGaiNSt taRGEt
AWI Annual Report 2008-09
Annual Report 2006-07