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Wool Stocktake : AWI Annual Report 2013-14
The content we released through our social communities reached more than 100 million people online. This reach is created when our audience interacts with our content and it is seen by their friends. A Search Engine Optimisation campaign continued, primarily for Merino.com. There has been the development of a number of mobile applications for use on smartphones and tablets. Several have been deployed, most notably mobile applications containing information about The Wool Lab. As well as its digital (web, social, mobile applications) staff and resources, AWI has in-house creative resources to produce content and collateral: Video Production (two staff), Graphic Design (three staff), Editorial (two staff). The utilisation of these in-house resources (as opposed to paying external service providers) provides considerable costs savings to the business. It also provides a more efficient workflow, reduced turnaround, and more consistent and effective output. AWI's in-house Graphic Design team completed more than 560 jobs during the 2013/14 financial year. The in-house team has helped to create a consistent, strong brand identity for AWI/TWC. Many marketing and off-farm R&D related jobs are translated in up to 16 different languages for our global audience. Across all projects, the Graphic Design team created artwork in many forms including brochures, flyers, factsheets, magazines, info-graphics, corporate plans, media walls, press releases, posters/billboards, promotional items, clothing prints and embroideries, press ads, training manuals, certificates, trade-stand design, banners, charts, swing-tickets, labels, packaging, 3D displays, fabric swatch books and headers, newsletters, logo design, branding guidelines, PowerPoint presentations, business cards, interactive forms, pitch packs, social media graphics, corporate stationary and many other forms of printed and digital collateral. During 2013/14, several further projects that in previous years had been outsourced (eg Wool4Skool and the IWP Wool Book') were brought in-house by the Graphic Design team with excellent design results. AWI's in-house Video Production team produced more than 90 videos in relation to marketing, covering our major campaigns and global brand partnerships, and on-farm and off-farm R&D and extension. AWI has also produced video content for brands and media networks globally to use in their own advertising campaigns, television programs and marketing collateral. The Beyond the Bale magazine was produced four times during the year, and posted to 25,000+ AWI shareholders and other stakeholders. The magazine aims to inform woolgrowers of products and practices to reduce the cost of production on their farms. The magazine also aims to increase awareness of initiatives and activities in wool textiles to increase the demand for Australian wool. A new newsletter The Broader View magazine for non-Merino woolgrowers was also produced for the first time this year. An interactive online edition of the Beyond the Bale magazine, which complements the hard copy edition of the magazine, was also made available. The interactive online edition provides readers with access to AWI digital content: pop-up videos; pop- up image galleries; hyperlinks to other digital content; search and print features; and the ability to share pages (via email, Facebook and Twitter). REPORT OF 2013/14 OPERATIONS -- MARKETING AWI has redeveloped its Merino.com website to increase its consumer engagement and provide a central marketing channel for the fibre, its products and its brand image. Merino.com is optimised to be read on desktop/laptop, tablet and mobile devices. It contains video content, image galleries and premium articles.
AWI Annual Report 2014-15
AWI Annual Report 2012-13