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Wool Stocktake : AWI Annual Report 2015-16
The Woolmark Company, owned by AWI, launched a new ‘WOOL’ magazine for consumers in April 2016. Available online (at http://magazine.merino.com) and in print, the magazine showcases the benefits and qualities of Merino wool in a high-end editorial format. Three editions were produced in 2015/16 on the topics of: Suiting, Activewear and the International Woolmark Prize (pictured). The online version of the magazine is also optimised in tablet and smartphone versions. • AWI rolled out a new content management system across the business to run its websites. This enabled AWI to update all of its digital platforms from the one system and ensure both integration of data and increases in efficiencies. While doing this AWI also took the opportunity to streamline the information architecture and search engine optimisation of its websites helping to increase traffic by 28% and improve the bounce rate by 27%. • AWI deployed a new digital content marketing strategy, commissioning the production of a range of new articles based on real-time information of what people were searching for in relation to wool. These content pieces addressed real-time needs of potential wool customers, helping to work through their questions/problems while at the same time allowing AWI to introduce them to the benefits of wool and hopefully convert them to subscribers or customers. This strategy helped create a 27% increase in new users and a 22% increase in AWI’s email database. • AWI began using a new email-marketing strategy which will, over time, allow the company to tailor its email communications based on user behaviour. Although only in its early stages AWI is already seeing open rates for our targeted emails over 30%, which is almost twice the industry average, demonstrating people are responding to relevant content. Social media • AWI continues to build its social media audiences around the world with an increase in audience size of more than 36% giving ‘wool’ an audience of more than 1.1 million across all of the company’s social media networks. It is expected this will grow in the coming years as the company expands out onto newer social networks such as Snapchat (which the company have already begun working with). • AWI has also streamlined its social strategy around effective communication to the company’s audiences on the platform. This has seen an increase of almost 400% in engagement rates across our content for each $1 invested. Graphic design and video production • 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, Graphic Design, Editorial. The utilisation of these in-house resources has provided considerable costs savings to the business. It has also provided a more efficient workflow, reduced turnaround, and more consistent and effective output. • AWI’s in-house Graphic Design team completed more than 520 jobs during the 2015/16 financial year. The in-house team has helped to create a consistent, strong brand identity for Australian Wool Innovation and The Woolmark Company. This year the branding for The Woolmark Company was refreshed to reflect a more fashion forward, sophisticated look and feel. 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 and many other forms of printed and digital collateral. • AWI’s in-house Video Production team produced more than 85 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. Beyond the Bale • The Beyond the Bale magazine was produced four times during the year and is posted to 36,000+ 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 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 200,000 page views during the year. Beyond the Bale is very well regarded by woolgrowers. 32 REPORT OF 2015/16 OPERATIONS – MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2016-17