Message from Alice Inside this issue
28 Years (and Counting)
On the 14th of April, we marked two special milestones - my birthday and Axis IQ’s 28th year in business. Yep, my father started the business on my birthday and yep, we’re officially in our late twenties. Still fun, still fresh, but definitely wiser for the wear!
It’s wild to look back at the world in 1997. Marketing meant letterbox drops and TV campaigns. Websites were slow, mobile phones were bricks, and AI was not in our vocabulary. Fast forward to 2025, and the game has changed - but we’re proud to say we’ve changed with it.
What hasn’t changed? Our commitment to this industry. Through booms, busts, pandemics, floods, poker machine legislation changes, staff shortages and TikTok trends, we’ve been right here - supporting Clubs and hospitality venues with creative ideas, clever campaigns, and practical tools that actually work.
And while the world spins faster than ever, we still believe in the power of a well-timed social post, a killer event concept, and print that makes it to the fridge door. Our job is to help you stay relevant, visible and valuable to your members - and we’re not stopping anytime soon. As always this edition of The Spin is full of clever ideas, marketing strategies and product inspo to spark your next move.
Thanks for being part of the journey so far - and here’s to the next chapter.
Happy reading...
PRINT IN FOCUS
How your local tourism guide can boost business
CLUB TAREE INTERVIEW Their Community Team celebrates a 10 year milestone!
Designed in house by our amazing team!
Alice Williams | Sales + Marketing/Director, Axis IQ
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Where worksAI
…& where it still needs you!
AI is fast becoming part of everyday operations from meetings, to marketing, and member queries. If used well, it can save serious time and streamline busy work. But it’s not a set-and-forget solution (yet!). Here’s where it can genuinely help and where it still needs a human behind the wheel.
What It’s Good For
Board meetings & reporting
AI tools like Otter.ai or Microsoft 365 Copilot can summarise minutes, draft agendas and pull key insights from long reports –ideal for GMs and boards wanting to save time without missing detail.
HR and rostering
Platforms like Deputy or Employment Hero use AI to flag staffing gaps, suggest roster patterns, and streamline admin. AI tools can also assist with writing basic HR documents.
Marketing content
AI can help kick off ideas for captions, email ideas or campaign suggestions. Tools like ChatGPT and Canva speed up post creation and design tweaks – but still need brand guidance.
Basic finance analysis
Some accounting platforms now offer AI features to analyse data, flag anomalies or project future costs – handy for Club managers reviewing multiple departments.
Answering FAQs
Automated replies or website chatbots can handle repetitive member questions (e.g. raffle times, what’s on tonight), freeing up your team for more complex tasks.
What It’s Not Great For
Understanding Club culture
AI doesn’t know your members, your regulars, or what makes your venue special. It can’t read a room – or write with heart.
Off-the-shelf decisions
AI can crunch data but doesn’t weigh local context, community needs or reputational impact. Use it to inform—not decide.
Unsupervised content
Without clear prompts, AI may produce content that’s bland, off-brand, or just wrong. Every output still needs editing and oversight. And people are definitely now identifying and tuning out when they detect something is written with AI. (It is a big turn off!).
One-size-fits-all tools
Many systems aren’t built for Clubs – and integrations can be patchy. Always check how well a tool works with your existing setup. Remember to always adhere to your privacy and data protection policies when using AI tools and never upload private data into an AI tool.
AI TOOLS WORTH A LOOK
FOR MEETING NOTES
Otter.ai – Transcribes meetings and generates summaries
Microsoft 365 Copilot – Integrates with Outlook, Word and Teams to draft docs, emails and notes
FOR ROSTERS & HR
Deputy – Uses AI to predict rostering needs and flag conflicts
Employment Hero – Automates basic HR docs and streamlines onboarding
FOR MARKETING TASKS
ChatGPT – Generates caption ideas, blog outlines and basic copy
Canva Pro – Offers AI-powered design suggestions and resizing tools
FOR FINANCE & REPORTING
Xero Analytics Plus – Forecasts cash flow and tracks performance trends
Fathom – integrates with Xero, MYOB, Quickbooks and excel, transforming data into visual reports, KPIs and trend analysis with ease
FOR MEMBER ENQUIRIES
Tidio or ManyChat – Chatbots for handling common website questions
Meta Auto Replies – Automate FAQ responses via Facebook or Instagram DMs
Custom Branded Coasters
Looking for a simple way to promote your venue while protecting your tables?
Our high-quality drink coasters are the perfect solution.
Custom-branded with your logo or design
Durable & absorbent – ideal for venues
Eco-friendly – recyclable & compostable, printed with eco-friendly inks
Sizes & Options:
• Standard: 96mm round or 96mm square (rounded corners)
• Custom shapes & sizes available
• Minimum order: 1,000 units
Need artwork? Send us your design or let our team create one for you. Fast Australia-wide delivery.
Get in touch to place your order today hello@axisiq.com.au or call 02 6652 6652
10 years of Impact:
How Club Taree built a legacy of giving
At Axis IQ, we’re always inspired by Clubs who 'walk the talk' when it comes to community connection and Club Taree’s Community Team is one of those rare initiatives that not only started with purpose but has sustained momentum, evolved with intent, and delivered extraordinary outcomes over a full decade.
With over $1.1 million raised and 14,000+ volunteer hours contributed, it’s more than just a program—it’s embedded in the Club’s culture. We asked Club Taree’s CEO, Paul Allan, to reflect on the heart behind the initiative, its evolution, and what other venues might take from their approach to community engagement.
Ten years is a huge milestone. What was the original inspiration behind launching the Club Taree Community Team, and how has it evolved over the past decade?
The Club Taree Community Team was originally developed as a pathway for our Directors, Managers and Staff to engage with our local community. I was in a fresh new role here at Club Taree and wanted to have impact which would benefit the community, the Club and the sense of team. At the time I wanted to create an outlet that was about genuine connection between Club and Community, one that was driven by authenticity. To me it was important that the connectedness was also amongst the team, through shared achievement.
In that original moment I could not have fathomed the success of the concept, and that 10 years later it would have morphed into an iconic piece of Club Taree’s story. Nor would I have imagined that we would have raised $1.1M, and have volunteered over 14,000 hours.
“ In the
background we are working on our biggest story yet… Watch this space.
”
Each year we work on building our concepts, whilst also maintaining similarity for our members who connect with our iconic fundraising events. The biggest risk we took was laying our signature event, le Tour de Taree to rest last year after 10 years and an incredible community impact of $600,000. We have replaced it with the Club Taree Community Challenge, and to date our support is stronger than ever thanks to the connections we have built over the last 10 years.
Club Taree’s CEO, Paul Allan
In the background we are working on our biggest story yet, and what we believe to be the natural evolution. Watch this space…
How do you keep staff engaged and excited to participate year after year? What do you think has been the secret to its longevity?
The initiative has always been team driven. It is important that we create ownership and connection between the team and anything we do, this helps increase the sense of achievement, the benefit to the community and the comradeship amongst those involved. I am also very conscious to celebrate the involvement of those that contribute.
The Club Taree Community Team is a part of our everyday, it is a part of our conversation, it forms our story telling, our staff engagement and our member communication. We have been so humbled by the support of our members from day one, together they have embraced our commitment, and have supported us vocally, financially and in spirit. The funds
we have raised are because of that direct connection with our members who find great value in our contributions to building a stronger community.
What advice would you give to other Clubs who want to create a more engaged and community-minded workplace culture?
You have to want to do it for the right reasons. This is not a quick marketing gimmick. It needs to be genuine; it needs to be authentic. You need passion to drive these types of projects, and I am so lucky to have such a strong team of like-minded individuals.
If successful however, it will form part of your story and create a wider connection piece between your community and your club.
Apart from this, my direct advice is give it a go. Beyond the benefits to the community you will find a stronger more connected team, a greater sense of achievement, a better workplace culture and offer opportunities for increased mental wellbeing for your team.
Thanks Paul and congratulations!
Follow Club Taree on socials where they share what their Community Team is up to.
facebook.com/ClubTaree
instagram.com/clubtaree
Get Social…
SOCIALMEDIA CALENDAR
Destination
still worth it
We LOVE the latest print job we produced for City of Coffs Harbour – Coffs Coast: Place of Plenty destination tourism magazine! And we love it for a few key reasons….
If you’ve ever brushed off a rep selling ad space in a tourism magazine, you’re not alone. Many Club managers have a 'hardNO' policy when it comes to paid print features – and in most cases, they’re right to be sceptical. But every now and then a print opportunity comes along that’s worth it and here’s why this concept works:
Quality matters. This isn’t a flimsy throwaway. It’s a professionally designed, high-end publication that people actually read – and hang onto.
Right place, right audience. It’s distributed across the Coffs Coast and major east coast cities like Sydney, Brisbane and Melbourne, targeting both tourists and potential future locals.
Massive reach. With 50,000 copies in circulation and strong support from local tourism operators, the advertisers’ messages aren’t getting lost in the mix.
Long shelf life. It’s packed with a full 12-month events calendar, meaning people keep it for reference – not just a one-and-done flip.
A local destination magazine like this will increase your Club’s visibility and promote its unique offerings to a broader audience, building brand awareness, boosting your Club’s reputation and increasing membership and visitation rates.
Not to mention the opportunities to cross-promote with other businesses and strengthen regional tourism – a win-win in our book!
So next time a tourism rep comes knocking, don’t dismiss it out of hand. Ask the right questions – circulation, audience, distribution points, quality – and consider whether this might be one of the rare print ads that actually works.
WHY PRINT STILL MATTERS…
We get it – print can feel like a big
spend in a digital-first world. But when it’s part of a smart, multi-channel campaign, the right print still pulls its weight.
IT GETS NOTICED
Print cuts through digital noise. It grabs attention and holds it.
IT BUILDS TRUST
Tangible, high-quality materials add credibility and make your brand feel real. IT STICKS
AROUND
People keep print. It lingers longer than an email or social post.
packs a punch?
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Branding Solutions
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Min order: 10 units
Website Case Study Website Case Study
Club Urunga
From no web presence at all to a true digital home for a much-loved coastal club!
Until recently, Club Urunga – a friendly, down-to-earth bowlo on the NSW Mid North Coastdidn’t have a website. No homepage. No menu online. No event info. Local members knew where to find the Club, but for visitors and younger audiences, it was basically invisible.
If you’re a regular reader of The Spin, you would have heard us say “your website is literally the ONLY piece of digital real estate that you own”. So we always love the opportunity to bring a Club online with a smashing new website! Here’s what we worked on with Club Urunga….
WHAT THEY NEEDED
Starting from scratch, and with an urgent need to get online asap, we helped the Club confirm a brief for the new site. It needed to be:
Simple to navigate and cover all the details of what’s happening in the Club
Clear for both locals and tourists
Feel authentic – no stock imagery or stiff photos. And it should feel like a website from a coastal venue with clean lines, bright, and in a beachy palette.
The Axis IQ Team were incredible to work with, making the whole process so easy for us. They really understand Clubs too. It was a great experience from start to finish!
Troy Gale, General Manager – Club Urunga ”
WHAT WE DELIVERED
We designed and built a site from scratch that does the basics beautifully – then layers in a few thoughtful extras:
A friendly, informative homepage that puts the Club’s personality front and centre
Clean ‘What’s On’ schedule that reflects their weekly rhythm of members promos, raffles, bingo, and live music
Catering and Bar pages that showcase the East Garden Restaurant, the bar, play area, and courtesy bus — all in the tone a local would actually use
Custom icons and subtle animations to keep the experience light, not flashy
A mobile-friendly website that is fully customisable should there be some info or content that would be better displayed on mobile vs desktop and vice versa
Focus on Web…
Before:
• No website
• No central place to share updates
• Hard to find for tourists and newcomers
• Missed revenue opportunities from bookings, events, and dining
After:
A welcoming, mobile-friendly site
Clear calls to action and directions
A proper digital presence that reflects the personality of the venue
SEO updated site to target keywords people are searching for online
A
note on the photos used on the website
(because they matter)
Building a new website is such an opportunity to showcase your venue. Don’t drag the final result down with average or no real imagery to use (stock imagery isn’t doing your site any favours!).
We arranged a content shoot for Club Urunga that captured the real charm of the Club - sun on the greens, regulars in action, kids on the play equipment, food fresh from the kitchen. Those images are now doing the heavy lifting across the whole site. No stock. No generic bowls shots. Just real images that give the audience a sense of the venue and make them keen to visit.
photography: Jay Black @andthetreesphotography
QUICK WIN: Menus, events, opening hours. Make them easy to find on your site. It’s what most people come for.
We absolutely LOVE helping our Club clients make the most of their online presence. Is your website doing what it should for your Club?
Get in touch with our team for a complimentary audit and chat. 02 6652 6652 or hello@axisiq.com.au
PRO TIP: Real photos beat stock every time. Show your actual space, your people, your food. It makes your site feel like you; and that's what people connect with.
Visual Impact
Turn any fence into a billboard Fence Mesh
Evans Head Bowlo Fence Mesh, capturing all their brands in one continuous design
The brighter your design – the more impact!
Printed fence mesh is the ultimate blend of practicality and promo power. Lightweight and weatherproof, it’s designed to attach to fencing—making it perfect for Clubs that need temporary signage or bold outdoor branding.
WHERE CLUBS USE IT:
During venue renos or construction
At sporting fields to promote Club sponsors
For branded fencing at outdoor events and festivals
Around beer gardens or kids’ areas for privacy
WHY IT WORKS:
Built for the outdoors – UV-resistant, fire-retardant and Aussie-weather tough
Budget-smart – High visual impact without high spend
Easy to use – Comes in 50m rolls, with reinforced eyelets for simple install
Custom designs – Repeating artwork, bright colours and bold logos work best
FAST FACTS:
Standard heights: 1.6m and 1.8m (custom heights available)
Reinforced edging for durability
Ships Australia-wide
They look great on our fence line and are a real eye catcher!
Thanks again for the speedy turnaround.
Sue Donohue, Clarence River Jockey Club
Want to make your fence work harder? Let’s design something impactful hello@axisiq.com.au
love! Client jobs we
We do LOADS of fun and interesting jobs for our clients, here are some of the recent ones we love!
New menu for The Coramba Hotel - simple artwork and a beautiful printed finish make this menu look sleek!
Towradgi Park Bowling Club bucket hats and totes. Their first order of bucket hats were so popular they had to re-order more within weeks!
for The
QR code coasters linking to a brand new website for Club Urunga
Inverell RSM collateral for ‘Triple The Fun’ promo including visual impact cubes, novelty gift voucher, barrel stickers and pull up banners
Fence mesh
Clarence River Jockey Club
Graphic design
Branded merchandise
General print, posters, magazines, flyers
Pop up banners, outdoor banners, flags
Plastic cards, temporary member sign in slips
Renewals, birthday + AGM mailings
Wall, floor and window decals
Gaming room reserved signs
Pokie voucher books
Score cards, fixture books
General stationery
Websites
Social media management
Email + SMS marketing
Card printers, ribbons + consumables
