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Wool Stocktake : AWI Annual Report 2016-17
Digital communications • AWI continued to enhance its online communications to consumers, designers, the textile trade and woolgrowers – via web (Merino.com, Woolmark.com and Wool.com, plus websites for specific marketing projects, such as Woolmarkprize.com and Wool4school.com), social media and e-newsletters. Audiences across web and social media as well as database numbers have grown for the third year in a row – see graph opposite. • AWI has begun a project to relaunch its Woolmark.com website to better reflect the overall business, reflecting developments in innovation, communications and marketing. This new website will form the centre piece of AWI’s digital eco-system and provide personalised content for a range of business stakeholders. • China, Japan and Korea will have new web platforms delivered that account for local variations in digital best practice (ie local search engine requirements) and language. These will initially provide a content marketing tool for AWI to build our audiences in these key markets to help support the local AWI offices. • AWI is rebuilding its back-end systems to both simplify and future proof its digital ecosystem, ensuring it is able to remain agile to change as the market dictates in the future. This has also identified significant cost savings that AWI can now deploy on a project by project basis. • AWI is implementing best digital practice across the business, including the deployment of Artificial Intelligence, virtual reality, apps and technical innovation. These innovations have led to direct partnerships with a variety of leading brands as well as an increased perception of AWI’s capabilities within this field, making us a more inviting partner to potential collaborators. Note: For further information, see the Digital Services program report on page 51. Content and editorial • AWI regularly produced engaging content for its Merino.com and Woolmark.com websites about the latest in wool fashion, textiles, trends and products – and the benefits of wool – so that consumers are inspired to discover and enjoy its unique properties. The WOOL e-newsletter was also produced and distributed monthly to consumers and the textile trade. • The WOOL magazine for consumers, one of AWI’s primary communication tools, continued in 2016/17. Six editions were produced during the year including one on interiors and one previewing the International Woolmark Prize 2016/17 finalists. The magazine was available hard copy, with the articles also available online. Through its inspiring shoots, interviews, profiles, video and practical guides, it showcases the benefits and qualities of Australian Merino wool in a high-end fashion and lifestyle context. WOOL is being renewed in 2017/18 as a larger-format, biannual publication. The edition for autumn/winter 2017/18, was released in September 2017 in English and Japanese language variants. • AWI engaged a professional media monitoring service so that the company could review and track that it was achieving the optimal level and targeting for its PR activities. Total editorial value for 2016/17 was $80.2 million. • Various communications were sent to woolgrowers – see page 37 for further information. Graphic design, video production and imagery • AWI has in-house graphic design and video production resources to produce content and collateral. The utilisation of these in-house resources has provided considerable cost savings to the business. It has also provided a more efficient workflow, reduced turnaround, and more consistent and effective output. • During the 2016/17 financial year, AWI’s in-house Graphic Design team completed more than 517 jobs including brochures, flyers, factsheets, magazines, info-graphics, corporate plans, posters/billboards, promotional items, press ads, training manuals, trade-stand design and many other forms of printed and digital collateral. Of these jobs, many marketing and off-farm R&D related jobs were also translated in up to 16 different languages for our global audience. • 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. • AWI undertook photoshoots to provide a continuous supply of new rights-owned images for use in its marketing collateral and also by trade and supply chain partners, brands, retailers and the media. REPORT OF 2016/17 OPERATIONS – MARKETING 15 AWI digital audience growth during the past three years.
AWI Annual Report 2015-16