Beautiful accounting software
www.xero.com
XERO AUSTRALIA
DO BEAUTIFUL
BUSINESS
Campaign Partner Pack
PARTNER PACK – AUSTRALIA
About the campaign1
Campaign facts2
Where you will see it
2-3
How you can get involved
4
Social media guidelines and examples
7
Something extra for our Gold partners
8
Want more?
8
XERO AUSTRALIA
PARTNER PACK
ABOUT THE CAMPAIGN
For the first time in Xero history we’ve invested in a radio, outdoor
and print campaign targeted at Australian small business owners.
The campaign objectives are simple: increase Xero brand awareness
and build understanding and credibility about our online accounting
software. Every piece of the campaign has a clear call to action:
visit xero.com to learn more about Xero, our product, partners,
add-ons, customers’ stories and more.
Our campaign is called Do Beautiful Business. We know that small business
owners don’t go into business because they love accounting software, they
go into business because they’re passionate about their craft, idea, skill
or industry. We believe that Xero helps them achieve that and do business
beautifully, no matter what business they’re in.
The key reason we committed to this campaign was that many of our
Partners told us that if clients knew more about Xero, it would be easier
to turn those clients into Xero customers. We’re supporting our Partner
base by helping to spread the word about exactly what Xero is and
what it can do.
This campaign pack gives your team some tips on how to get the most
out of this campaign by adapting it to your language and style and
making it your own.
PAGE 1
Melbourne, Australia
XERO AUSTRALIA
PARTNER PACK
WHERE YOU WILL SEE IT
RADIO
Sydney Radio - 2GB , 2WS, Smooth FM
Melbourne Radio - 3AW, Gold FM, Smooth FM
METROPOLITAN NEWSPAPERS
10 Melbourne
10 Sydney
OUTDOOR POSTERS IN SMALL BUSINESS HUBS
Street A0 posters across Sydney (400 locations)
Street A0 posters across Melbourne (400 locations)
Street talk Sydney 70 locations
Street talk Melbourne 80 locations
Portrait posters - National - 50 site packs
DIGITAL DISPLAY ADS
Fairfax News, Yahoo, Facebook, National
SOCIAL MEDIA & PR
During the campaign period Xero will post more content specifically for Small
Business owners, such as small business guides, case studies, product tips and
tricks and add-on partner news. We encourage you to share this content to your
clients within your own social network.
Our above line activity will be strongly supported by Search Engine Marketing
(SEM) to drive traffic to xero.com. This means you and your clients will see more
ads for Xero when you’re surfing the web.
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XERO AUSTRALIA
PARTNER PACK
PAGE 3
Melbourne, Australia
CAMPAIGN FACTS
2.1 million small business owners in Australia
60% of small business owners are located in Sydney and Melbourne
1.2 million small business employ more than one full-time employee
XERO AUSTRALIA
PARTNER PACK
HOW YOU CAN GET INVOLVED
We encourage you to make the Do Beautiful Business expression part
of your business promise. After all, you’re right in the thick of things
with small business owners, and the more small business owners who
understand the rationale behind the campaign and make it their own, the
better.
What we don’t believe in are strict rules about how to use this campaign
or a long list of do’s and don’t’s. We’d rather give you some examples
of how we think the campaign tagline would work in your business and
encourage you to use it in your promotions, communications
and conversations.
Here’s the most important thing, though: make sure you use your Partner
logo on any material you produce. This will make it super-clear that
you’re the genius behind the ad, so your potential clients know exactly
who to get in touch with.
Here are some examples of how we think you can work the Do Beautiful
Business tagline into your promotions:
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XERO AUSTRALIA
PARTNER PACK
SUGGESTED AD LAYOUTS
A5 Advert
Your logo
Primary message
Extended message
Do beautiful business with
Abacus Smith and Xero
At Abacus Smith, we believe beautiful business starts with
good looking numbers. Xero is online accounting software
that gives us a live view of your business finances. So no
matter what you do or where you do it, with Xero we can
help you do beautiful business.
Call to action
www.abacussmith.com.au
1 800 555 1234
Xero partner badge
Twitter hashtag
GOLD
PARTNER
#DoBeautifulBusiness
A6 Advert
Your logo
Primary message
Call to action
Twitter hashtag
Do beautiful business with
Abacus Smith and Xero
www.abacussmith.com.au
1 800 555 1234
#DoBeautifulBusiness
GOLD
PARTNER
Xero partner badge
PAGE 5
XERO AUSTRALIA
PARTNER PACK
SUGGESTED AD LAYOUTS
A5 Advert
“
Short testimonial
Xero has really cut my
accounting time by 80%.
It gives me goosebumps
thinking about all that
extra time I have.
Bridget Labus
Co-founder of Sixth Course
Do beautiful business with
Abacus Smith and Xero
Primary message
Extended message
At ABC Accountants we believe beautiful business starts with good
looking numbers. Xero is online accounting software that gives us a
live view of your business finances. So no matter what you do or
where you do it, with Xero we can help you do beautiful business.
1 800 555 1234
www.abacussmith.com.au
Your logo
Twitter hashtag
#DoBeautifulBusiness
GOLD
PARTNER
Call to action
Xero partner badge
A6 Advert
Short testimonial
“
Xero has really cut my
accounting time by 80%.
It gives me goosebumps
thinking about all that
extra time I have.
Bridget Labus
Co-founder of Sixth Course
Primary message
Your logo
Do beautiful business with Abacus Smith and Xero
www.abacussmith.com.au
1 800 555 1234
Call to action
GOLD
PARTNER
Xero partner badge
PAGE 6
XERO AUSTRALIA
PARTNER PACK
SOCIAL MEDIA GUIDELINES & EXAMPLES
TWITTER
We will be sharing lots of content on Twitter that your clients will find
valuable and useful. to spread the word, retweet your favourite stuff to
your followers! Take a look at our Twitter feed to see what we’ve got.
Examples
Do you worry about not having control of your business if you go
away? With @xero you can do beautiful business wherever you are.
With @xero I’ve helped my clients to regain their time so that they
can get on with doing beautiful business #dobeautifulbusiness
How much time do you spend doing your accounts? With @xero I can
help you get back to doing beautiful business. #dobeautifulbusiness
YOUR FACEBOOK PAGE
We will be sharing lots of useful content on our Facebook page. Share
them by clicking the “share” button on anything you like.
Take a look at our Facebook page >
Example
Have you spotted the Xero banners plastering the streets? We work with
Xero to help you do beautiful business [Take a photo with the banners]
YOUR LINKEDIN
We’ll be putting lots of content that was well-received on other networks
on our LInkedin. Take a look and share them with your network – and you
can really add some value by adding your own commentary.
Take a look at our Linkedin page >
If you’re not sure about your current partner status, simply log into
My Xero for Partners or contact your account manager.
GOLD
PARTNER
When using the partner badge, it should have a minimum clear space around
it. This space is equal to the width of the ‘x’ in the Xero logo.
Never place the colour logo on a coloured background.
PAGE 7
XERO AUSTRALIA
PARTNER PACK
SOMETHING EXTRA FOR OUR
GOLD PARTNERS
If you’re a Gold partner you might be eligible for a
contribution from our Co-operative Advertising Fund.
If you want to take advantage of the fund, take a look at the
guidelines first.
Once you’ve read the guidelines, fill out the request form and
submit it to aumarketingteam@xero.com for pre-approval.
Once we’ve approved funding, you can invoice ‘Xero Australia Pty Ltd’
for the approved costs. Send invoices to accountsau@xero.com.
MAKE SURE YOUR INVOICE INCLUDES THE FOLLOWING DETAILS:
Made payable to:
Xero Australia Pty Ltd
1/6 Elizabeth Street
Hawthorn VIC 3122
Contact person:
Your name
Your email address
WANT MORE?
We’re happy to give you some A2 campaign posters from our current
outdoor poster campaign. These tell a great story when they’re
placed next to each other.
Contact aumarketingteam@xero.com with your company name, contact
person and postal address and we’ll get some shipped out to you.
PAGE 8
ENQUIRIES:
Penny Elmslie
Head of Marketing AU
penny.elmslie@xero.com
+61 408 715 988
Beautiful accounting software
www.xero.com