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Wool Stocktake : AWI Annual Report 2013-14
$11,602,000 project expenditure + 30.2 AWI staff (full time equivalent) Creation of content (still, editorial, video and animated) around the key benefits of wool and its provenance will fuel both direct consumer response and provide content for partner brands to help us tell the wool story. Effective content delivery through presence on the web (owned) and in editorial and social media (earned). This involves the development and maintenance of digital media including three core websites, social media channels, mobile applications and links to campaign-specific digital media. Effective use of search optimisation for our digital assets, and deploying search engine management activities will ensure higher levels of traffic to our content-rich websites. Production of content for various AWI publications and campaigns. Includes preparation of corporate publications (eg Annual Report and Beyond the Bale) and material for other AWI programs. Continuous improvement of three core websites and social media activities. The Merino.com (for consumers), Woolmark.com (for the textile trade) and Wool.com (for woolgrowers) websites were frequently enhanced with extra functional elements and additional content during 2013/14. Cost saving achieved from provision of materials based on 40% of commercial rate. Our Graphic Design, Video Production and Editorial teams produced a wide range of quality collateral during 2013/14 at significantly less than 40% of the cost that external providers would charge. Increase cost-effectiveness of websites by reducing cost per hit to $1.40 by 2016. There is a continual focus on efficiently targeting appropriate Paid, Owned and Earned media traffic to our web assets, and forward planning around campaigns to maximise return on investment. AWI continued to enhance its web communications to its three key stakeholder groups: woolgrowers (Wool.com), the textile trade (Woolmark.com) and consumers (Merino.com). Following the relaunch last year of Wool.com, which is focused on the woolgrower audience, AWI continued this year to upload regular information on lifting on-farm profitability, information about where AWI invests woolgrower levies, and AWI shareholder/corporate information. AWI continued this year to upload regular, engaging content onto its Woolmark.com website to inspire companies along the textile production chain to choose wool, in preference to other fibres, in the manufacture of their products. The website provides an authoritative source of wool-related information for Woolmark licensees and other textile businesses including spinners, weavers, knitters, designers, brands and retailers. The Merino.com website was relaunched this year with a new look and feel. The website shares information about the benefits of this premium natural fibre, so that consumers and fashion designers are inspired to discover and enjoy its unique properties. Ongoing refinements to the site's functionality are being regularly undertaken to ensure optimum engagement. The site now has both Chinese and Japanese variants. Our three main websites had a total audience (sessions) for the financial year of 542,659 and our content (page views) was accessed 1,485,766 times in the financial year. Various e-newsletter and email campaigns (including a monthly update e-newsletter for woolgrowers, a weekly wool market review e- newsletter, and monthly Woolmark.com e- newsletter) were undertaken throughout the year, pointing to information on the AWI websites. An online presence for specific marketing projects, such as the International Woolmark Prize (www.woolmarkprize.com) and Wool4Skool (www.wool4skool.com) continued with event related content updates and functional enhancements. AWI continued to increase its use of social media to generate online conversation about wool and help reconnect a new generation of tech-savvy consumers with the natural wonders of wool. We continued to use Facebook, Twitter, YouTube, Vimeo, Instagram, Pinterest and now Tencent Weibo in China. The "We Love Wool" page on Facebook increased its fan base over the past year by 25% to more than 478,000 fans. The "Woolmark Company" page increased the number of fans on Facebook by 45% to 297,000 fans. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13