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Wool Stocktake : AWI Annual Report 2014-15
• The Woolmark.com website continued to provide an authoritative source of wool-related information for Woolmark licensees and other textile businesses including spinners, weavers, knitters, designers, brands and retailers. Its aim is inspire companies along the textile production chain to choose wool in the manufacture of their products. • The development of a revamped Woolmark.com website with more functionality and a new look and feel was undertaken in the latter half of the financial year. The new site is available in Chinese. • A regular monthly Woolmark.com e-newsletter was sent to Woolmark licensees and other members of the textile trade informing of them of initiatives and opportunities to help them sell more wool product. • An online presence for specific marketing projects, such as the International Woolmark Prize (Woolmarkprize.com) and Wool4School (Wool4school.com) continued with event-related content updates and functional enhancements. They received 576,159 and 571,815 page views during the year respectively. • 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 wool. Social media channels we used included Facebook, Twitter, YouTube, Instagram and Tencent Weibo in China. • The Woolmark Company page on Facebook increased its fan base over the past year by 163% from 297,000 fans to more than 782,000 fans • 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 regarding Lifetime Ewe Management and 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 (three 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 540 jobs during the 2014/15 financial year. The in-house team has helped to create a consistent, strong brand identity for Australian Wool Innovation and The Woolmark Company. 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. • AWI's in-house Video Production team produced more than 75 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 is posted to 35,000+ wool levy payers 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. The Broader View magazine for non-Merino woolgrowers was also produced twice during the 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). It received 214,316 page views during the year. One the marketing videos released by AWI this year was a captivating three-minute film, titled 'Lost and Found', that shows the journey of Merino wool from farm to fashion. It has not only received more than 300,000 views on Facebook and other online channels, but also won awards at the Australian Fashion Film Awards and the Berlin Fashion Film Awards. View the film at www.merino.com/lostandfound/ REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16