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Wool Stocktake : AWI Annual Report 2014-15
$9,762,000 project expenditure + 29 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 frequent additional content during 2014/15. 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 2014/15 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), consumers (Merino.com) and the textile trade (Woolmark.com). These three main websites increased their total audience during the financial year by 15% to 628,270 sessions and page views increased by 37% to 2,033,175 in the financial year. • AWI continued this year to upload to Wool.com regular information for woolgrowers about lifting on-farm productivity and profitability, information about where AWI invests woolgrower levies, and AWI shareholder/corporate information. Various e- newsletters were sent to woolgrowers, including a monthly update e-newsletter, a weekly wool market review e-newsletter and the Beyond the Bale e- newsletter. • AWI continued this year to upload regular, engaging content onto its Merino.com website. 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 website's functionality were regularly undertaken to ensure optimum engagement. The site has both Chinese and Japanese variants. AWI launched an e-commerce marketplace on its consumer-facing website Merino.com, making Merino wool products more discoverable and available for consumers worldwide. Called 'Merino Shop', located at www.merino.com/shop, this tool is powered by ShopStyle and allows consumers to browse and purchase online the world's finest wool clothing and accessories. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16