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Wool Stocktake : AWI Annual Report 2015-16
STRATEGY 8: FIBRE MARKETING & ECO-CREDENTIALS STRATEGY 8 RESOURCES DURING 2015/16 $12,364,000 project expenditure + 34.5 AWI staff (full time equivalent) PROGRAM 1: THE STORY OF WOOL – CONTENT ORIGINATION AND DISTRIBUTION INVESTMENT FOCUS • 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. STRATEGIC TARGETS Targets for three-year period 2013/14 to 2015/16 Progress during 2015/16 Continuous improvement of three core websites and social media activities. Achieved. AWI’s websites – including Merino.com (for consumers), Woolmark.com (for the textile trade) and Wool.com (for woolgrowers) – were migrated onto a single content management system which has improved website performance and content delivery. Website traffic in some cases is up more than 100%, in part as a result of this. Our social media traffic and audience also increased dramatically and helped drive traffic back into AWI’s digital eco-system. Cost saving achieved from provision of materials based on 40% of commercial rate. Achieved. Our Graphic Design, Video Production and Editorial teams produced a wide range of quality collateral 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. Achieved. Cost per hit has been reduced due to increased website traffic and performance, plus reduced ongoing maintenance costs. There is a continual focus on forward planning around campaigns to maximise return on investment. KEY RESULTS DURING 2015/16 Digital communications • 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). o 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. o AWI placed more focus this year on uploading more regular, engaging content onto its Merino.com website. The website shares information about the latest in wool fashion and the benefits of this premium natural fibre, so that consumers and fashion designers are inspired to discover and enjoy its unique properties. The site has both Chinese and Japanese variants. o 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. • 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. • A new regular fortnightly ‘WOOL’ e-newsletter was produced and distributed to consumers and the textile trade informing of them of the latest in wool fashion and textiles. • A new ‘WOOL’ online magazine for consumers began to be produced in April 2016 (available at http://magazine.merino.com). Three editions were produced in 2015/16 on the topics of: Suiting, Activewear and the International Woolmark Prize. The magazine also has a limited print run. REPORT OF 2015/16 OPERATIONS – MARKETING 31
AWI Annual Report 2014-15
AWI Annual Report 2016-17