Strategic Marketing Plan – Why You Need One

In this episode of the Marketing Manager Playbook, our marketers George and Steven explain why it’s essential to have a strategic marketing plan for your business. Watch to learn how we conduct our discovery phase: creating and analyzing the SWOT (strengths and weaknesses of your company), identifying your target market and defining your customer persona (illustrating an avatar), and discovering where they retrieve their information (via digital or traditional media channels). Working with your internal staff can help you define what mediums and platforms are most relevant for your target market will help a successful conversion. Having a clear understanding about the amount of value a customer delivers helps our marketers gain focus and bring in ongoing ROI (return on investment) needed to support your growing business.

Home

Your Go-To Outbound and Inbound Marketing Agency

Your Go-To Outbound and Inbound Marketing Agency

Justifying marketing spend against ROI is a never-ending struggle for marketing managers, C-Suite executives, and business owners.

Every campaign – from the discovery and planning stages to execution and tracking – must be carried out to maximize every dollar, while communicating your brand story in a way that sparks action.

That’s where we step in. Curve Communications – an accomplished B2C and B2B marketing agency – uses a proven discovery process that both pinpoints your perfect customer AND shows you how to reach more of them, using a calculated sales funnel.

Full-Service Traditional AND Digital Marketing Agency

As your business grows, your investment in marketing should follow suit.
Curve Communications manages the heavy lifting needed for your inbound and outbound marketing efforts. We’ll take care of campaign conception, planning, and all the busy work tied to execution – showcasing an ROI your pocketbook will love.

WHO WE HELP

Curve Communications serves businesses with marketing needs that are quickly exceeding their in-house bandwidth.
We work closely with brands in consumer goods, manufacturing, tools and equipment, education, small business, healthcare, and more. Our experts are skilled in building marketing campaigns on local, national, and international scales. No matter who or where your customers are, Curve will help you sell to them!

vvv Mobile Only Version vvv

Who We HELP

Curve Communications serves businesses with marketing needs that are quickly exceeding their in-house bandwidth. We work closely with brands in consumer goods, manufacturing, tools and equipment, education, small business, healthcare, and more. Our experts are skilled in building marketing campaigns on local, national, and international scales. No matter who or where your customers are, Curve will help you sell to them!

GEORGE AFFLECK, Founder & CEO

With a natural aptitude for marketing, George’s non-stop entrepreneur brain and mindset for innovation flows through every campaign. As the founder and CEO of Curve Communications – a longstanding Vancouver digital marketing agency – George and his team have spent decades helping Canadian and American businesses grow through data-driven campaigns, high-value content, and cutting-edge creative strategies.

George is a former Vancouver City Councillor, retiring in 2018 after seven years and two election wins. He is a published author, regular contributor on CTV News, and co-host of the podcast, UnSpun.

Get in touch with George and his team today and learn how Curve’s combination of outbound and inbound marketing solutions can help achieve the ROI you can be proud of – and free up more of your time for big picture goals. We’d love to learn more about your vision!

Book a one-on-one meeting either in-person or over a call.

vvv Mobile & Tablet Version vvv

GEORGE AFFLECK, Founder & CEO

With a natural aptitude for marketing, George’s non-stop entrepreneur brain and mindset for innovation flows through every campaign. As the founder and CEO of Curve Communications – a longstanding Vancouver digital marketing agency – George and his team have spent decades helping Canadian and American businesses grow through data-driven campaigns, high-value content, and cutting-edge creative strategies.

George is a former Vancouver City Councillor, retiring in 2018 after seven years and two election wins. He is a published author, regular contributor on CTV News, and co-host of the podcast, UnSpun.

Get in touch with George and his team today and learn how Curve’s combination of outbound and inbound marketing solutions can help achieve the ROI you can be proud of – and free up more of your time for big picture goals. We’d love to learn more about your vision!

Book a one-on-one meeting either in-person or over a call.

small business package
Basic support for small business owners.
marketing team package
We’ll take care of everything for you.

Free marketing book

Download a digital copy of Buzz, a grassroots marketing book.

Business discovery package

Get the most out of your marketing budget.

 

What Service Do You Need?

 

Manufacturing

Case Studies / Manufacturing

How Curve Executes Manufacturing Marketing Projects

Curve Communications works with many Canadian manufacturing companies. Our digital marketing services are often contracted for a variety of initiatives. As a full-service agency, we love being the extended marketing team that our clients need.

A great example of our manufacturing marketing services comes from our work with RAD Torque Systems – a leading Canadian manufacturer of pneumatic, battery-powered, and electronic pistol grip torque wrenches.

Strapped For Time

The marketing director of RAD Torque Systems initially approached Curve because she didn’t have time to work on external marketing efforts. Her workday involved liaising with the company’s internal sales team and distributors, planning industry trade shows, and executing internal marketing strategies.

Her heavy involvement in daily operations – combined with the success of the company – meant growth marketing strategies were put on the back burner. She needed help with collateral, industry communications, digital advertising campaigns, building a new website, social media management, and video production.

Curve has been RAD’s digital marketing agency for years, functioning much like RAD employees. When we first started working with the Abbotsford-based manufacturer, we designed and created a new product catalogue, industry brochures, a trade show booth, and shipping boxes.

Since then, we have shot and edited a company video and built a new website. Despite RAD’s success, it needed consistent branding and messaging to accurately represent the business. This was especially true when pitching products to major users of extreme-duty torque wrenches, like Boeing and CN Rail.

RAD’s website needed to function as an effective, central sales tool. Now, it does.

Inbound Marketing Solutions: Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website. It receives around 400 page views each day. Traffic shows no signs of slowing down with a 43 percent increase in average daily page views.

If clicks aren’t convincing enough, consider that users spend an average of 2.8 minutes on the site.

“That might not seem like much time, but it’s above the industry standard of two minutes,” said Gina Robinson, Curve’s director of client services. “Visitors are willing to give RAD several minutes out of their days, which is a big win for brand awareness.”

Armed with new professional collateral, RAD Torque was ready to launch digital campaigns and drive traffic to the new website via Google AdWords. The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched. In other words, the ads have been seen over five million times across the Google Display network.

“Curve’s work has helped strengthen RAD Torque as a brand,” said Irene Tod, the company’s director of marketing. “We can now refer potential clients to our catalogue, brochures and website with confidence that they are a true reflection of RAD.”

Reaching niche audiences outside of digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, the largest online industrial exhibition for equipment and components – with 11,500 exhibitors, 300,000 products, 90,000 catalogues and over 15,000 videos from more than 1,300 different business sectors.

Our digital marketing agency manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products, and has generated over 800 leads.

RAD’s relationship with Curve prevents the company’s marketing director from feeling overwhelmed by external marketing tasks. She can focus on daily operations and building relationships between sales teams and external stakeholders – without feeling like marketing is another item on her ever-growing to-do list.

“We’re really happy with our relationship with Curve,” Tod said. “Not only has the agency’s work helped RAD with new business development, it has also given me access to a team of knowledgeable marketing professionals that can help with projects at a moment’s notice. That’s invaluable to a busy, growing business like RAD.” 

Manufacturing Marketing: Internal and External

Manufacturing companies often need to market themselves to several audiences. In addition to targeting potential customers, businesses might also need to attract talented employees as they grow.

“When manufacturers expand, marketing to potential talent becomes just as important as advertising products,” said George Affleck, Curve’s Founder and CEO. “The strength of a business and its products lies in top-notch employees.”

Employees and customers are two audiences that require very different business marketing strategies.

Our Vancouver digital marketing agency worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to establish its brand in a new market and to attract skilled employees. The company is a leading distributor of more than 5.6 million industrial equipment parts to over 150,000 customers in North America. It’s a publicly-traded $15 billion business with 511 branches, 15 distribution centres, and 42 service centres.

Motion is extremely successful and growing. After more than 60 years in business, the company expanded into Canada under the name Motion Canada.

The new branch of the business needed to position itself as a competitive and attractive employer for a wide range of jobs – from engineers and tech experts to sales professionals and product specialists. At the same time, Motion needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

Discovering the Client's Needs

Curve’s work started with an in-depth Discovery meeting to get to know the company and optimize marketing efforts. Through this process, our marketing agency created detailed profiles of Motion Canada’s ideal customers in two areas of focus – first response and fluid power. We also identified the company’s strengths, weaknesses, and opportunities.

The Discovery process revealed a couple of major challenges: many people don’t know the company exists and current clients often think Motion Canada only sells a few specific products. In reality, the company sells millions of industrial parts.

“We like to conduct Discoveries with every manufacturing client before diving into marketing efforts because it ensures we’re going after the right targets,” Affleck said.

The Discovery process gave our full-service digital marketing agency the foundation to establish Motion Canada’s brand digitally. Without the Discovery, we might not have known that Motion’s value lies in its wide, comprehensive array of products.

Our job was to ensure current and potential customers knew that, too. Curve worked with Motion to develop a marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, and traditional advertising.

“Curve’s Discovery process helped our company establish key goals and needs,” said Shannon Wand, Motion Canada’s Internal Communications Manager. “Having that external perspective really brought clarity to the challenges we needed to overcome.”

Motion Canada is growing strong, with over 750 employees at more than 50 branches, 10 shops, and two distribution centres.

Building New Brands

CRAFT Artisan Wood Floors approached Curve for our digital marketing services because it needed help promoting its rebrand. After 15 years as Antique Impressions, the company changed its name and logo to better reflect its products and overall business philosophy. Curve was hired to generate awareness about the change through social media and to increase leads with Google, Facebook, Instagram, Pinterest, and Houzz ads.

Founded in 2001, CRAFT has grown from one collection of high-quality, handcrafted, contemporary, and rustic wood flooring to nine. With a fresh brand, the company also wanted to establish itself as the leading premiere artisan wood floor company in international markets.

Since Curve started working with CRAFT, engagement rates are up 125 percent and ads have received hundreds of thousands of impressions and clicks. Thanks to this success, the company has expanded its digital marketing strategy into new markets across North America and continues to drive impressive results.

Developing a Manufacturing Marketing Plan for Each Client

Whether a manufacturing company produces tools, wood floors, or another product, marketing is necessary to ensure continuous growth and to maintain a polished and professional brand.

Employees don’t have time to deal with marketing tasks because they are busy running the company.

At Curve, we understand what it’s like to have an evergrowing to-do list. We’ve worked with manufacturing companies for years – helping time-strapped marketing managers build successful campaigns, attract new talent, launch rebrands, and more.

Our digital marketing services team gets to know each manufacturing company and its specific needs, then functions as part of the team – getting results for marketing managers while also taking the burden off their shoulders.

Need an experienced team to manage your next manufacturing marketing campaign?

Reach out to the experts at Curve today!

TABLET LAYOUT BELOW

Curve has been RAD’s digital marketing agency for years, functioning much like RAD employees. When we first started working with the Abbotsford-based manufacturer, we designed and created a new product catalogue, industry brochures, a trade show booth, and shipping boxes.

Since then, we have shot and edited a company video and built a new website. Despite RAD’s success, it needed consistent branding and messaging to accurately represent the business. This was especially true when pitching products to major users of extreme-duty torque wrenches, like Boeing and CN Rail.

RAD’s website needed to function as an effective, central sales tool. Now, it does.

Inbound Marketing Solutions: Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website. It receives around 400 page views each day. Traffic shows no signs of slowing down with a 43 percent increase in average daily page views.

If clicks aren’t convincing enough, consider that users spend an average of 2.8 minutes on the site.

“That might not seem like much time, but it’s above the industry standard of two minutes,” said Gina Robinson, Curve’s director of client services. “Visitors are willing to give RAD several minutes out of their days, which is a big win for brand awareness.”

Armed with new professional collateral, RAD Torque was ready to launch digital campaigns and drive traffic to the new website via Google AdWords. 

The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched. In other words, the ads have been seen over five million times across the Google Display network.

“Curve’s work has helped strengthen RAD Torque as a brand,” said Irene Tod, the company’s director of marketing. “We can now refer potential clients to our catalogue, brochures and website with confidence that they are a true reflection of RAD.”

Reaching niche audiences outside of digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, the largest online industrial exhibition for equipment and components – with 11,500 exhibitors, 300,000 products, 90,000 catalogues and over 15,000 videos from more than 1,300 different business sectors.

Our digital marketing agency manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products, and has generated over 800 leads.

RAD’s relationship with Curve prevents the company’s marketing director from feeling overwhelmed by external marketing tasks. She can focus on daily operations and building relationships between sales teams and external stakeholders – without feeling like marketing is another item on her ever-growing to-do list.

“We’re really happy with our relationship with Curve,” Tod said. “Not only has the agency’s work helped RAD with new business development, it has also given me access to a team of knowledgeable marketing professionals that can help with projects at a moment’s notice. That’s invaluable to a busy, growing business like RAD.” 

Manufacturing Marketing: Internal and External

Manufacturing companies often need to market themselves to several audiences. In addition to targeting potential customers, businesses might also need to attract talented employees as they grow.

“When manufacturers expand, marketing to potential talent becomes just as important as advertising products,” said George Affleck, Curve’s Founder and CEO. “The strength of a business and its products lies in top-notch employees.”

Employees and customers are two audiences that require very different business marketing strategies.

Our Vancouver digital marketing agency worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to establish its brand in a new market and to attract skilled employees. The company is a leading distributor of more than 5.6 million industrial equipment parts to over 150,000 customers in North America. It’s a publicly-traded $15 billion business with 511 branches, 15 distribution centres, and 42 service centres.

Motion is extremely successful and growing. After more than 60 years in business, the company expanded into Canada under the name Motion Canada.

The new branch of the business needed to position itself as a competitive and attractive employer for a wide range of jobs – from engineers and tech experts to sales professionals and product specialists. At the same time, Motion needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

Discovering the Client’s Needs

Curve’s work started with an in-depth Discovery meeting to get to know the company and optimize marketing efforts. Through this process, our marketing agency created detailed profiles of Motion Canada’s ideal customers in two areas of focus – first response and fluid power. We also identified the company’s strengths, weaknesses, and opportunities.

The Discovery process revealed a couple of major challenges: many people don’t know the company exists and current clients often think Motion Canada only sells a few specific products. In reality, the company sells millions of industrial parts.

“We like to conduct Discoveries with every manufacturing client before diving into marketing efforts because it ensures we’re going after the right targets,” Affleck said.

The Discovery process gave our full-service digital marketing agency the foundation to establish Motion Canada’s brand digitally. Without the Discovery, we might not have known that Motion’s value lies in its wide, comprehensive array of products.

Our job was to ensure current and potential customers knew that, too. Curve worked with Motion to develop a marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, and traditional advertising.

Motion Canada is growing strong, with over 750 employees at more than 50 branches, 10 shops, and two distribution centres.

CRAFT Artisan Wood Floors approached Curve for our digital marketing services because it needed help promoting its rebrand. After 15 years as Antique Impressions, the company changed its name and logo to better reflect its products and overall business philosophy. Curve was hired to generate awareness about the change through social media and to increase leads with Google, Facebook, Instagram, Pinterest, and Houzz ads.

Founded in 2001, CRAFT has grown from one collection of high-quality, handcrafted, contemporary, and rustic wood flooring to nine. With a fresh brand, the company also wanted to establish itself as the leading premiere artisan wood floor company in international markets.

Since Curve started working with CRAFT, engagement rates are up 125 percent and ads have received hundreds of thousands of impressions and clicks. Thanks to this success, the company has expanded its digital marketing strategy into new markets across North America and continues to drive impressive results.

Developing a Manufacturing Marketing Plan for Each Client

Whether a manufacturing company produces tools, wood floors, or another product, marketing is necessary to ensure continuous growth and to maintain a polished and professional brand.

Employees don’t have time to deal with marketing tasks because they are busy running the company.

At Curve, we understand what it’s like to have an evergrowing to-do list. We’ve worked with manufacturing companies for years – helping time-strapped marketing managers build successful campaigns, attract new talent, launch rebrands, and more.

Our digital marketing services team gets to know each manufacturing company and its specific needs, then functions as part of the team – getting results for marketing managers while also taking the burden off their shoulders.

Need an experienced team to manage your next manufacturing marketing campaign?

Reach out to the experts at Curve today!

Health & Education

Case Studies / Health & Education

How Curve Communications Does Health and Education Marketing

Health and education brands share one common trait: they sell essential services. As a result, emotion plays a crucial role in prospective client and patient decision-making.

Choosing a school for a child with learning disabilities, a doctor to perform surgery, or an orthodontist to straighten teeth are deeply personal decisions for customers.

Due to the nature of their industries, health and education businesses often come to Curve Communications with major marketing hurdles, including difficulties explaining complicated services to potential students or patients. They struggle to carve out value propositions and often face roadblocks to reaching target audiences. In addition, many businesses like these have trouble choosing a digital advertising strategy and combating negative stereotypes online.

Curve – a Vancouver digital marketing agency – has worked with schools, rehabilitation centres, dentists, orthodontists, naturopaths, and specialty healthcare businesses for years. We know these clients require hyper-individualized education and healthcare marketing approaches to establish trust with target audiences.

That’s why we have an entire division focused specifically on outbound and inbound marketing solutions for health and education businesses.

“Selling a pair of shoes is not the same as selling a specialized education program for kids with learning disabilities,” said Amanda Bates, Curve’s Vice President. “We understand that marketing essential services requires a very different approach to marketing products.”

EDUCATION MARKETING: FINDING THE ROADBLOCKS

Parents do a great deal of research before making decisions about what is best for their children. Private and special-needs schools have their work cut out for them when it comes to lead conversion. No education brand understands this better than Eaton Arrowsmith School (EA).

EA is a school for children with learning disabilities. Interestingly, it does not provide tools to help kids cope with their challenges. Instead, it uses a unique series of cognitive exercises to strengthen students’ brains to make learning easier.

The school’s program is based on the science of neuroplasticity – the belief that the brain can change and make new connections over time with the help of targeted exercises.

Eaton Arrowsmith approached Curve for inbound marketing solutions in 2014. At the time, the school wanted to attract more local students, but also needed help with brand identity development.

The educational experience EA sells is complicated. Although it’s backed by research and ongoing studies, there is still some pushback from the medical and learning disabilities communities about the effectiveness of the program. Still, countless testimonials from former EA students paint a very positive story about tackling learning challenges with this tactic.

“We really appreciate having a team of marketing experts on our side,” said Sandra Heusel, Eaton Arrowsmith’s admissions and marketing director. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

In addition to offering a unique program, EA also has several schools under the Eaton Arrowsmith umbrella. When EA’s admissions and marketing director first approached Curve, that umbrella included three EA locations, Eaton Arrowsmith Academy, five locations of the Eaton Cognitive Improvement Centre (ECIC – now called Eaton Arrowsmith Adults), and Magnussen School.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

That’s four programs, 10 schools/locations, five separate websites, and several social media accounts that need to be managed simultaneously.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

As a result, prospective parents were confused about the programs, how they related to each other, and which ones were right for their kids. Eaton Arrowsmith’s business marketing tools were doing the opposite of what they were supposed to – they were acting as a wall instead of a door into the brand.

The admissions and marketing director was busy fielding inquiries, connecting with current parents and students, attending meetings, allocating ad spends, running social media, and managing school events. She didn’t have time to solve EA’s marketing problems or to strategize about future types of digital advertising. Her focus was on the day-to-day needs of several busy schools and their students.

“Eaton Arrowsmith grew from one school in 2005 to four schools and more than eight programs by 2014,” said Huesel. “As we grew, it became challenging to refine and focus our messaging.”

CREATIVE BRANDING: FINDING CLARITY​

The first thing our inbound marketing agency did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer. We wanted to put ourselves in the shoes of the target buyers. If we didn’t understand the schools’ service offerings, parents who were looking at EA’s website wouldn’t understand them either.

Our next step was to amalgamate all of the existing websites into one site, rewrite the content, redesign creatives, and take new photos. The site layout was extremely important. A person who visited eatonarrowsmith.com needed to be able to quickly figure out which education stream was right for them and navigate to relevant information.

The website copy underwent 40 revisions and was 60 pages long when completed. The homepage was carefully designed by our web specialists to outline the different programs and included buttons for each of the schools, with details specifying ages and locations. Prospective students and their parents can now easily find information through our smart, efficient design and content creation.

Eaton Arrowsmith’s target audience is parents who are stressed about their child’s struggles in school and who have explored many options with minimal success. These people desperately want to find a solution to help their children learn and study effectively. Because of the emotional factor in this customer journey, we wanted site users to feel like EA was the compassionate answer to their child’s learning difficulties.

At the same time, our education marketing team didn’t want to add stress to parents’ lives by overwhelming them with too much information at once.

We saw strong, positive results immediately following the launch of the website in August 2015. There was a 60 percent increase in the amount of people visiting the site. Visitors stayed on the site for an average of three minutes and 19 seconds – well above the two-minute industry standard.

Page views also improved by 70 percent, which indicated that the new site structure was directing people to subpages where they could find additional information.

BRANDING AND DESIGN: A BRAND BUILT FOR SUCCESS

Curve has now worked with Eaton Arrowsmith for several years. In addition to providing them with web design services, we have revised the existing school logos to make them modern and consistent.

As part of our ongoing relationship with EA, we’ve also written advertorials and blog posts, interviewed current & past students for testimonials, managed ad buys, designed brochures and flyers, created and managed social media ads, and developed marketing strategies to promote school tours. We consistently work to generate awareness about Eaton Arrowsmith through marketing content creation and promotion.

“We really appreciate having a team of marketing experts on our side,” Heusel said. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

With strong brand identity development, website design services, and consistent creative collateral, Curve has generated more than 700 international leads to boost enrollment in Eaton Arrowsmith’s programs.

CUSTOMIZED MARKETING: IN-DEPTH CLIENT KNOWLEDGE

Our relationship with EA led us to a rehabilitation and education business called the Watson Centre Society for Brain Health.

Founded by Howard Eaton, EA’s founder and director, along with Mark Watson, EA’s former CEO, the Watson Centre uses the Arrowsmith Program to help people who have suffered traumatic brain injuries.

Watson’s founders approached Curve because they had worked with our team through Eaton Arrowsmith and needed help launching this new business. Curve built a website for Watson that simply and accurately explains what the centre can do for individuals with brain injuries.

“The Watson Centre Society for Brain Health is the only brain injury rehabilitation program of its kind,” said Mark Watson, the centre’s co-director. “We chose to work with Curve because of the team’s understanding of the Arrowsmith Program and how it can help individuals strengthen connections in their brains.”

Similar to the situation with Eaton Arrowsmith, the decision to attend a brain injury rehabilitation centre is extremely personal to patients. Many of Watson’s patients are people who have tried other rehabilitation methods but feel like their recovery has stalled. They’re looking for another hopeful solution.

Curve designed the Watson website with clients’ emotions in mind. The custom website design is welcoming, clearly explains the program, and offers testimonials from people who are attending or who have completed their time at Watson.

Curve now runs Facebook ads to drive traffic to Watson’s website and encourage enrollment. These ads target individuals who live in and around Vancouver and explain that a brain injury doesn’t have to be a life sentence. This personalized marketing approach is very appealing to Watson’s target audience, who are seeking help after reaching a dead end in their progress.

“The first thing Curve did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer so we could put ourselves in the shoes of the target audience.”

PUBLIC RELATIONS: MARKETING NON-TRADITIONAL MEDICAL

Many healthcare brands sell traditional services such as dentistry, orthodontics, and optometry. Others sell alternative medical services.

These health businesses face many challenges similar to those faced by private schools that offer specialty programs. In order to succeed, they require clear branding and messaging to explain their services to potential clients.

The IV Wellness Boutique in Yaletown is one of these alternative medical companies. It’s a full-service wellness boutique that specializes in IV vitamin therapy. Their IV drips deliver high doses of vitamins to help with everything from stress and anxiety to hangovers, jet lag, colds and even weight loss.

In addition to IVs, the boutique offers naturopathic medicine, medical aesthetics, acupuncture, osteopathy, and diagnostic testing. It also has a natural dispensary and sells a variety of products to meet clients’ health needs.

The IV Wellness Boutique was the first wellness clinic in Vancouver to specialize in intravenous vitamin therapy. When it first opened in the city, it faced some skepticism.

IV Wellness originally hired Curve as a healthcare marketing agency for a three-month contract so we could help launch the boutique in Yaletown and provide media training to combat any negative PR. Our public relations specialists provided the owners with media training to teach them to handle criticism from the public and the media. Thanks to our knowledge, the owners had the confidence to handle inflammatory statements about intravenous vitamin therapy. The brand didn’t fall prey to negative publicity and was able to thrive.

“When it comes to launching a new brand or service, owners have to be prepared for anything,” VP of Curve Amanda Bates said. “A business can shut down negativity pretty quickly with the right training and tools.”

Curve successfully launched the IV Wellness Boutique in Vancouver and secured media hits with major networks such as CTV’s The National, CTV Vancouver, and Global BC, as well as newspapers including Metro-National, The Province, Daily Hive, The Vancouver Courier, and The Westender. We even got Jillian Harris – from Love it or List it Vancouver, The Bachelor, and The Bachelorette – to come into the boutique for a drip.

The IV Wellness Boutique reaped a major surge in clients from Curve’s marketing work, so the owners hired us back after our contract ended to launch IV to Go – a new branch of the business that offered mobile wellness therapy out of an ambulance.

They wanted to brand the service as Vancouver’s first mobile therapy lounge, offering IV vitamin treatments to clients wherever they may be. To accomplish this, Curve developed the “We drive…you drip” slogan and designed the wrap for the ambulance, as well as mobile menus and collateral for various events.

To emphasize the fact that the IV Wellness Boutique can provide clients with treatments pretty much anywhere, our public relations team came up with the idea of doing a photoshoot in the middle of the forest. We shot some photos of people getting IVs in Lynn Canyon with the IV Wellness ambulance in the background. The company continues to use these photos in successful digital marketing efforts and public relations campaigns.

“Sometimes you have to think outside the box and get creative when you’re selling unique health-related services,” Bates said. “Our approach to launching the IV Wellness Boutique and IV to Go helped this retail health business gain a strong following in Vancouver.”

EDUCATION MARKETING: FINDING THE ROADBLOCKS

Parents do a great deal of research before making decisions about what is best for their children. Private and special-needs schools have their work cut out for them when it comes to lead conversion. No education brand understands this better than Eaton Arrowsmith School (EA).

EA is a school for children with learning disabilities. Interestingly, it does not provide tools to help kids cope with their challenges. Instead, it uses a unique series of cognitive exercises to strengthen students’ brains to make learning easier.

The school’s program is based on the science of neuroplasticity – the belief that the brain can change and make new connections over time with the help of targeted exercises.

Eaton Arrowsmith approached Curve for inbound marketing solutions in 2014. At the time, the school wanted to attract more local students, but also needed help with brand identity development.

The educational experience EA sells is complicated. Although it’s backed by research and ongoing studies, there is still some pushback from the medical and learning disabilities communities about the effectiveness of the program. Still, countless testimonials from former EA students paint a very positive story about tackling learning challenges with this tactic.

“We really appreciate having a team of marketing experts on our side,” said Sandra Heusel, Eaton Arrowsmith’s admissions and marketing director. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

In addition to offering a unique program, EA also has several schools under the Eaton Arrowsmith umbrella. When EA’s admissions and marketing director first approached Curve, that umbrella included three EA locations, Eaton Arrowsmith Academy, five locations of the Eaton Cognitive Improvement Centre (ECIC – now called Eaton Arrowsmith Adults), and Magnussen School.

That’s four programs, 10 schools/locations, five separate websites, and several social media accounts that need to be managed simultaneously.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

As a result, prospective parents were confused about the programs, how they related to each other, and which ones were right for their kids. Eaton Arrowsmith’s business marketing tools were doing the opposite of what they were supposed to – they were acting as a wall instead of a door into the brand.

The admissions and marketing director was busy fielding inquiries, connecting with current parents and students, attending meetings, allocating ad spends, running social media, and managing school events. She didn’t have time to solve EA’s marketing problems or to strategize about future types of digital advertising. Her focus was on the day-to-day needs of several busy schools and their students.

“Eaton Arrowsmith grew from one school in 2005 to four schools and more than eight programs by 2014,” said Huesel. “As we grew, it became challenging to refine and focus our messaging.”

CREATIVE BRANDING: FINDING CLARITY

The first thing our inbound marketing agency did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer. We wanted to put ourselves in the shoes of the target buyers. If we didn’t understand the schools’ service offerings, parents who were looking at EA’s website wouldn’t understand them either.

Our next step was to amalgamate all of the existing websites into one site, rewrite the content, redesign creatives, and take new photos. The site layout was extremely important. A person who visited eatonarrowsmith.com needed to be able to quickly figure out which education stream was right for them and navigate to relevant information.

The website copy underwent 40 revisions and was 60 pages long when completed. The homepage was carefully designed by our web specialists to outline the different programs and included buttons for each of the schools, with details specifying ages and locations. Prospective students and their parents can now easily find information through our smart, efficient design and content creation.

Eaton Arrowsmith’s target audience is parents who are stressed about their child’s struggles in school and who have explored many options with minimal success. These people desperately want to find a solution to help their children learn and study effectively. Because of the emotional factor in this customer journey, we wanted site users to feel like EA was the compassionate answer to their child’s learning difficulties.

At the same time, our education marketing team didn’t want to add stress to parents’ lives by overwhelming them with too much information at once.

We saw strong, positive results immediately following the launch of the website in August 2015. There was a 60 percent increase in the amount of people visiting the site. Visitors stayed on the site for an average of three minutes and 19 seconds – well above the two-minute industry standard.

Page views also improved by 70 percent, which indicated that the new site structure was directing people to subpages where they could find additional information.

BRANDING AND DESIGN: A BRAND BUILT FOR SUCCESS

Curve has now worked with Eaton Arrowsmith for several years. In addition to providing them with web design services, we have revised the existing school logos to make them modern and consistent.

As part of our ongoing relationship with EA, we’ve also written advertorials and blog posts, interviewed current & past students for testimonials, managed ad buys, designed brochures and flyers, created and managed social media ads, and developed marketing strategies to promote school tours. We consistently work to generate awareness about Eaton Arrowsmith through marketing content creation and promotion.

“We really appreciate having a team of marketing experts on our side,” Heusel said. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

With strong brand identity development, website design services, and consistent creative collateral, Curve has generated more than 700 international leads to boost enrollment in Eaton Arrowsmith’s programs.

CUSTOMIZED MARKETING: IN-DEPTH CLIENT KNOWLEDGE

Our relationship with EA led us to a rehabilitation and education business called the Watson Centre Society for Brain Health.

Founded by Howard Eaton, EA’s founder and director, along with Mark Watson, EA’s former CEO, the Watson Centre uses the Arrowsmith Program to help people who have suffered traumatic brain injuries.

Watson’s founders approached Curve because they had worked with our team through Eaton Arrowsmith and needed help launching this new business. Curve built a website for Watson that simply and accurately explains what the centre can do for individuals with brain injuries.

“The Watson Centre Society for Brain Health is the only brain injury rehabilitation program of its kind,” said Mark Watson, the centre’s co-director. “We chose to work with Curve because of the team’s understanding of the Arrowsmith Program and how it can help individuals strengthen connections in their brains.”

Similar to the situation with Eaton Arrowsmith, the decision to attend a brain injury rehabilitation centre is extremely personal to patients. Many of Watson’s patients are people who have tried other rehabilitation methods but feel like their recovery has stalled. They’re looking for another hopeful solution.

Curve designed the Watson website with clients’ emotions in mind. The custom website design is welcoming, clearly explains the program, and offers testimonials from people who are attending or who have completed their time at Watson.

Curve now runs Facebook ads to drive traffic to Watson’s website and encourage enrollment. These ads target individuals who live in and around Vancouver and explain that a brain injury doesn’t have to be a life sentence. This personalized marketing approach is very appealing to Watson’s target audience, who are seeking help after reaching a dead end in their progress.

“The first thing Curve did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer so we could put ourselves in the shoes of the target audience.”

PUBLIC RELATIONS: MARKETING NON-TRADITIONAL MEDICAL

Many healthcare brands sell traditional services such as dentistry, orthodontics, and optometry. Others sell alternative medical services.

These health businesses face many challenges similar to those faced by private schools that offer specialty programs. In order to succeed, they require clear branding and messaging to explain their services to potential clients.

The IV Wellness Boutique in Yaletown is one of these alternative medical companies. It’s a full-service wellness boutique that specializes in IV vitamin therapy. Their IV drips deliver high doses of vitamins to help with everything from stress and anxiety to hangovers, jet lag, colds and even weight loss.

In addition to IVs, the boutique offers naturopathic medicine, medical aesthetics, acupuncture, osteopathy, and diagnostic testing. It also has a natural dispensary and sells a variety of products to meet clients’ health needs.

The IV Wellness Boutique was the first wellness clinic in Vancouver to specialize in intravenous vitamin therapy. When it first opened in the city, it faced some skepticism.

IV Wellness originally hired Curve as a healthcare marketing agency for a three-month contract so we could help launch the boutique in Yaletown and provide media training to combat any negative PR. Our public relations specialists provided the owners with media training to teach them to handle criticism from the public and the media. Thanks to our knowledge, the owners had the confidence to handle inflammatory statements about intravenous vitamin therapy. The brand didn’t fall prey to negative publicity and was able to thrive.

“When it comes to launching a new brand or service, owners have to be prepared for anything,” VP of Curve Amanda Bates said. “A business can shut down negativity pretty quickly with the right training and tools.”

Curve successfully launched the IV Wellness Boutique in Vancouver and secured media hits with major networks such as CTV’s The National, CTV Vancouver, and Global BC, as well as newspapers including Metro-National, The Province, Daily Hive, The Vancouver Courier, and The Westender. We even got Jillian Harris – from Love it or List it Vancouver, The Bachelor, and The Bachelorette – to come into the boutique for a drip.

The IV Wellness Boutique reaped a major surge in clients from Curve’s marketing work, so the owners hired us back after our contract ended to launch IV to Go – a new branch of the business that offered mobile wellness therapy out of an ambulance.

They wanted to brand the service as Vancouver’s first mobile therapy lounge, offering IV vitamin treatments to clients wherever they may be. To accomplish this, Curve developed the “We drive…you drip” slogan and designed the wrap for the ambulance, as well as mobile menus and collateral for various events.

To emphasize the fact that the IV Wellness Boutique can provide clients with treatments pretty much anywhere, our public relations team came up with the idea of doing a photoshoot in the middle of the forest. We shot some photos of people getting IVs in Lynn Canyon with the IV Wellness ambulance in the background. The company continues to use these photos in successful digital marketing efforts and public relations campaigns.

“Sometimes you have to think outside the box and get creative when you’re selling unique health-related services,” Bates said. “Our approach to launching the IV Wellness Boutique and IV to Go helped this retail health business gain a strong following in Vancouver.”

Consumer Brands

Case Studies / Consumer Brands

How Curve Communications Does Brand Design for Consumer Brands

Consumer marketing is all about products, services, and the people who buy them. While it’s a broad category, all consumer marketing has the same end goal: grow sales with creative brand design. Still, the path to that end goal is rarely the same.

As an outbound and inbound marketing agency, Curve Communications has worked with countless businesses – from start-ups to well-established companies – to develop and execute marketing plans for a huge variety of products and services.

“There’s no such thing as a one-size-fits-all strategy for consumer marketing,” said Amanda Bates, Curve’s Vice President. “Products, services, creative branding, messaging, sales goals, consumer behaviour, and much more all guide the marketing process.”

As businesses grow and sell new products, they often struggle to maintain marketing efforts and keep their brands consistent. Many clients have approached Curve because their businesses are booming, but their brands are getting watered down in the process.

“Brands are what customers engage with, so if a brand starts to weaken, customers can lose interest,” Bates said. “That’s why having a marketing strategy that is based on anticipated growth is so important.”

Growing Pains in Brand Creation

Vikram Vij is a Vancouver-based chef, restaurateur, television personality, and cookbook author. He co-owns two restaurants in Vancouver – Vij’s and Rangoli – and he owns a third restaurant in South Surrey – My Shanti. He also has a frozen food line that is sold at hundreds of grocery stores across the country.

His service foods are available at multiple high-profile venues, including BC Place Stadium and Rogers Arena. Vij has been a judge on Dragons’ Den, and has appeared on Top Chef Canada, Chopped Canada, and the CBC’s Recipe to Riches. He has even served food to the Duke and Duchess of Cambridge in a celebration of BC food and wine.

When Vij first hired Curve in 2011 he had two Vancouver restaurants, Vij’s and Rangoli. He needed help marketing his frozen food line – the company was expanding and his existing team wanted assistance with their marketing efforts so they could keep up with growth.

Vij’s goal was to have five businesses under his belt by the time he was 50 – one business for each decade of his life. While he wasn’t seeking celebrity status himself, he did want his food to be a household name through smart brand identity development.

In fact, the chef had major reservations about representing the company himself in customized marketing strategies. He wanted to share the spotlight with his team. However, many Vancouverites went to Vij’s to see Vij. They knew chatting with the chef was part of the dining experience. They looked forward to it, and whether he liked it or not, he was the face of the brand. Curve knew we needed to capitalize on that.

“Vij’s is not just a household name in Vancouver. It’s now a household name across Canada and beyond.” 

A growing consumer brand like the Vij’s Group of Companies needed clear messaging, personalized marketing, and a spokesperson to represent the various aspects of the business – from restaurants and events to speaking engagements and frozen food lines. As the chef of the restaurants, Vij was the best choice.

“We pushed for him to take on the role because that’s what his customers wanted,” said Amanda Bates, Curve’s Vice President and project lead on the Vij account. “Consumer marketing is all about giving customers what they want.”

Brand Design: Creating the Face of a Brand

Curve has worked with Vij for years now to position him as the company’s spokesperson.

People constantly approach the chef to speak at events and share his experience as a restaurateur and pioneer of modern Indian food in Canada. He has given TED talks, mentored aspiring chefs, and formed partnerships with major brands like Air Canada, Sobeys, Whistler Blackcomb, Rogers Arena, BC Place, and Neal Brothers Foods Inc. These events and partnerships have generated awareness about Vij’s restaurants.

Over the last seven years, our web specialists have designed and built a new website for Vij’s brands that includes subpages for each restaurant. Our public relations and content production team has also pitched stories to the media, written speeches and articles, and produced newsletters. We have photographed events, managed social media accounts, promoted new restaurants and products, and even liaised with event organizers. Ultimately, we develop creative ideas to build awareness about the Vij’s Group of Companies.

Connecting Vij and his restaurants with the people who love his food has been at the heart of Curve’s custom marketing solutions.

For example, our team came up with the idea of doing the world’s first live-streamed cook-along with a professional chef. Participants could watch and cook along with Vikram Vij at home and, if they had questions, could Tweet him for answers.

Curve also negotiated a national partnership with Metro Newspapers and had the shopping list printed ahead of time so viewers could pre-buy the ingredients, and cook live with him. This event generated its own media campaign, got Vij on national TV shows, and provided an invaluable vessel to promote the frozen foods, Vij’s at Home.

As the Vij brand grew, it became important for the chef to keep connecting with his fans. So, before Vij made his debut as a judge on Dragons’ Den, we had him host a Reddit AMA (Ask Me Anything). It was a great way for people to get to know the chef and dragon. People asked questions about everything from the meaning of the word “curry” and Vij’s style as a dragon to his favourite dish, challenges experienced as an entrepreneur, and how to balance family with work.

The AMA allowed people to feel like they were having a conversation with Vij and again, helped gain media hits to support the effort.

The Vij brand is now well-established, and with Vikram Vij as the face of Indian food in Canada, it’s time for us to focus on the food and drinks. As the brand has developed, so has the strategy, and with Vikram now recognized at a national level, we’re taking it back to what put him there in the first place: the quality and creativity in the restaurants that has led to multiple awards, as well as headlines and front covers.

Curve’s creative brand design has resulted in countless speaking engagements, media opportunities, and recognition. We help keep the brand current and front-of-mind when it comes to consumer choice.

“The Vij’s brand is recognised far and wide, which as a marketer is something you dream of attaining,” Bates said. “Now our role is to maintain that success and recognition and to support the team in all aspects of outreach.”

A New Product on the Block

At the opposite end of the spectrum, selling a new product also comes with a fair share of challenges – especially when that product is real estate.

Appia Development approached Curve for outbound and inbound marketing solutions before launching sales for the second phase of its SOLO District community at Lougheed and Willingdon in North Burnaby. The multi-use development was designed so that residents could live steps from everything they needed – including groceries, doctors, dentists, liquor stores, restaurants, transit, work, and more.

Appia needed a marketing strategy to generate awareness about the community in a way that highlighted its unique features and distinguished it from a neighbouring Brentwood development.

“Most people don’t just walk into a sales centre once and buy a condo,” said Gina Robinson, Curve’s Director of Client Services. “Appia needed to generate a buzz about SOLO District in a strategic way that got people talking and coming back for more information.”

The development, when completed, will include four towers with residential and commercial space, and is located next to the Expo and Millennium SkyTrain lines – making it very desirable for people who work downtown.

In our first campaign, Curve placed a giant, inflatable “Google pin” on the SOLO sales centre roof so people driving or walking by would notice the development. We then encouraged people to take photos of the pin and tweet them with the hashtag #SOLOPin, or to post and comment on Facebook. Those who participated had the chance to win one of four gift cards to Joey Restaurants or Browns Social House.

Our campaign increased traffic to the SOLO District Twitter handle and Facebook page. In fact, it boosted “likes” on Facebook by 69 percent. Thanks to this campaign, people started talking about SOLO District and the launch kicked off with a long line out the sales centre door and down Willingdon Avenue.

Still, generating a brand identity and awareness throughout the community was an ongoing process. Curve came up with the idea of a SOLO District block party to bring people to the development after phase one was complete. Businesses had booths where they could showcase their products and offer promotions. There were food stalls, face painting, prizes, and free samples.

In addition to planning the block party and liaising with vendors, Curve designed all the creative materials, ordered two huge balloon archways, booked entertainment, and managed the advertising and promotions campaign, including social media and logistics. The block party was a huge success! Thousands of people came to SOLO District for the event.

Curve worked with Appia for several years. During that time, we ran the SOLO blog and produced content for media buys, as well as managed social media campaigns to drive traffic to the development’s website. We also liaised with members of the North Burnaby community for contests, photographed construction progress, and planned special events.

We are happy to report that with the help of our efforts, the second phase of SOLO District, Altus, sold out. Marketing success for this development really came down to getting creative to sell SOLO’s features and make it stand out from the competition.

“The Lower Mainland real estate market is extremely competitive, but SOLO District had all the right features to outshine the competition,” Robinson said. “We just needed to get people imagining what life could be like if they bought in the development.”

The Brand Identify Design Process: Getting into the Consumer’s Mind

Consumer marketing includes a huge variety of products and services – from restaurants and food to couriers and real estate. Understanding a brand’s consumers and then crafting an individualized marketing plan for that brand is the key to meeting sales goals.

Most consumer brands know they need to market to sell. However, many aren’t sure where to start or how to reach the right people. They also face roadblocks like intense competition and maintaining brand consistency as they grow.

When we start working with consumer brands, we get into the heads of their customers. We want to know who they are, what they like, what they don’t like, and how they make purchasing decisions. Armed with that information, we develop unique plans to help sales and marketing managers meet targets.

Strong Digital Marketing Services Driving Success

Consumer brands that operate in extremely competitive markets need to have strong digital advertising strategies to stand out from the competition. For smaller, local companies that compete with larger, international brands, this can be challenging due to limited resources and smaller advertising budgets.

As one of the largest, same-day couriers in the Lower Mainland – that also happens to compete with larger, international couriers – Novex Delivery Solutions understands this challenge better than most consumer goods companies.

When Novex first approached Curve, it had been in business for more than three decades and was growing steadily, but it needed a new website and a unique value proposition to drive different types of digital advertising.

Novex strives to limit its impact on the environment. They constantly look for new ways to reduce emissions, have more hybrids than any other same-day courier, use 100 percent ultra-low emissions vehicles or better, and save 180 tonnes of CO2 emissions every year.

Curve branded Novex as the go-to local “green” courier in the Lower Mainland on its website. Our creative brand design team rewrote the company’s website copy and changed the site to establish Novex as an environmentally-friendly courier for individuals and businesses who share similar values about the environment.

“The website needed to appeal to Novex’s ideal customers – local individuals and businesses that value green goals,” said Gina Robinson, Curve’s Director of Client Services. “The website’s messaging, layout and colours were carefully selected to reflect the company’s value proposition.”

Curve continues to run Facebook and Google ads to generate awareness about Novex. Our work has boosted lead generation by 30 percent. After redesigning and building the company’s website, Curve helped the courier achieve record sales for the fiscal year ending 2017.

“The new Novex website is an excellent sales tool that is a true reflection of our values,” said John Coupar, the company’s president. “We know that potential clients can find the information they are looking for and see the benefits of using an environmentally-friendly courier.”

The First Step in Launching a Strong Consumer Brand

Consumer brands are all about personal connections. Contrary to B2B marketing, you must appeal to individuals, not organizations. The key is building a strong brand identity that resonates on an emotional level.

Another thing to keep in mind is that a consumer marketing strategy is going to look different for every brand. You need a customized game plan built on an exhaustive Discovery process to gauge your goals, challenges, opportunities, the most ideal customers, and the best approaches to reach more of those customers.

Growing Pains in Brand Creation

Vikram Vij is a Vancouver-based chef, restaurateur, television personality, and cookbook author. He co-owns two restaurants in Vancouver – Vij’s and Rangoli – and he owns a third restaurant in South Surrey – My Shanti. He also has a frozen food line that is sold at hundreds of grocery stores across the country.

His service foods are available at multiple high-profile venues, including BC Place Stadium and Rogers Arena. Vij has been a judge on Dragons’ Den, and has appeared on Top Chef Canada, Chopped Canada, and the CBC’s Recipe to Riches. He has even served food to the Duke and Duchess of Cambridge in a celebration of BC food and wine.

When Vij first hired Curve in 2011 he had two Vancouver restaurants, Vij’s and Rangoli. He needed help marketing his frozen food line – the company was expanding and his existing team wanted assistance with their marketing efforts so they could keep up with growth.

Vij’s goal was to have five businesses under his belt by the time he was 50 – one business for each decade of his life. While he wasn’t seeking celebrity status himself, he did want his food to be a household name through smart brand identity development.

In fact, the chef had major reservations about representing the company himself in customized marketing strategies. He wanted to share the spotlight with his team. However, many Vancouverites went to Vij’s to see Vij. They knew chatting with the chef was part of the dining experience. They looked forward to it, and whether he liked it or not, he was the face of the brand. Curve knew we needed to capitalize on that.

“Vij’s is not just a household name in Vancouver. It’s now a household name across Canada and beyond.”

A growing consumer brand like the Vij’s Group of Companies needed clear messaging, personalized marketing, and a spokesperson to represent the various aspects of the business – from restaurants and events to speaking engagements and frozen food lines. As the chef of the restaurants, Vij was the best choice.

“We pushed for him to take on the role because that’s what his customers wanted,” said Amanda Bates, Curve’s Vice President and project lead on the Vij account. “Consumer marketing is all about giving customers what they want.”

Brand Design: Creating the Face of a Brand

Curve has worked with Vij for years now to position him as the company’s spokesperson.

People constantly approach the chef to speak at events and share his experience as a restaurateur and pioneer of modern Indian food in Canada. He has given TED talks, mentored aspiring chefs, and formed partnerships with major brands like Air Canada, Sobeys, Whistler Blackcomb, Rogers Arena, BC Place, and Neal Brothers Foods Inc. These events and partnerships have generated awareness about Vij’s restaurants.

Over the last seven years, our web specialists have designed and built a new website for Vij’s brands that includes subpages for each restaurant. Our public relations and content production team has also pitched stories to the media, written speeches and articles, and produced newsletters. We have photographed events, managed social media accounts, promoted new restaurants and products, and even liaised with event organizers. Ultimately, we develop creative ideas to build awareness about the Vij’s Group of Companies.

Connecting Vij and his restaurants with the people who love his food has been at the heart of Curve’s custom marketing solutions.

For example, our team came up with the idea of doing the world’s first live-streamed cook-along with a professional chef. Participants could watch and cook along with Vikram Vij at home and, if they had questions, could Tweet him for answers.

Curve also negotiated a national partnership with Metro Newspapers and had the shopping list printed ahead of time so viewers could pre-buy the ingredients, and cook live with him. This event generated its own media campaign, got Vij on national TV shows, and provided an invaluable vessel to promote the frozen foods, Vij’s at Home.

As the Vij brand grew, it became important for the chef to keep connecting with his fans. So, before Vij made his debut as a judge on Dragons’ Den, we had him host a Reddit AMA (Ask Me Anything). It was a great way for people to get to know the chef and dragon. People asked questions about everything from the meaning of the word “curry” and Vij’s style as a dragon to his favourite dish, challenges experienced as an entrepreneur, and how to balance family with work.

The AMA allowed people to feel like they were having a conversation with Vij and again, helped gain media hits to support the effort.

The Vij brand is now well-established, and with Vikram Vij as the face of Indian food in Canada, it’s time for us to focus on the food and drinks. As the brand has developed, so has the strategy, and with Vikram now recognized at a national level, we’re taking it back to what put him there in the first place: the quality and creativity in the restaurants that has led to multiple awards, as well as headlines and front covers.

Curve’s creative brand design has resulted in countless speaking engagements, media opportunities, and recognition. We help keep the brand current and front-of-mind when it comes to consumer choice.

“The Vij’s brand is recognised far and wide, which as a marketer is something you dream of attaining,” Bates said. “Now our role is to maintain that success and recognition and to support the team in all aspects of outreach.”

A New Product on the Block

At the opposite end of the spectrum, selling a new product also comes with a fair share of challenges – especially when that product is real estate.

Appia Development approached Curve for outbound and inbound marketing solutions before launching sales for the second phase of its SOLO District community at Lougheed and Willingdon in North Burnaby. The multi-use development was designed so that residents could live steps from everything they needed – including groceries, doctors, dentists, liquor stores, restaurants, transit, work, and more.

Appia needed a marketing strategy to generate awareness about the community in a way that highlighted its unique features and distinguished it from a neighbouring Brentwood development.

“Most people don’t just walk into a sales centre once and buy a condo,” said Gina Robinson, Curve’s Director of Client Services. “Appia needed to generate a buzz about SOLO District in a strategic way that got people talking and coming back for more information.”

The development, when completed, will include four towers with residential and commercial space, and is located next to the Expo and Millennium SkyTrain lines – making it very desirable for people who work downtown.

In our first campaign, Curve placed a giant, inflatable “Google pin” on the SOLO sales centre roof so people driving or walking by would notice the development. We then encouraged people to take photos of the pin and tweet them with the hashtag #SOLOPin, or to post and comment on Facebook. Those who participated had the chance to win one of four gift cards to Joey Restaurants or Browns Social House.

Our campaign increased traffic to the SOLO District Twitter handle and Facebook page. In fact, it boosted “likes” on Facebook by 69 percent. Thanks to this campaign, people started talking about SOLO District and the launch kicked off with a long line out the sales centre door and down Willingdon Avenue.

Still, generating a brand identity and awareness throughout the community was an ongoing process. Curve came up with the idea of a SOLO District block party to bring people to the development after phase one was complete. Businesses had booths where they could showcase their products and offer promotions. There were food stalls, face painting, prizes, and free samples.

In addition to planning the block party and liaising with vendors, Curve designed all the creative materials, ordered two huge balloon archways, booked entertainment, and managed the advertising and promotions campaign, including social media and logistics. The block party was a huge success! Thousands of people came to SOLO District for the event.

Curve worked with Appia for several years. During that time, we ran the SOLO blog and produced content for media buys, as well as managed social media campaigns to drive traffic to the development’s website. We also liaised with members of the North Burnaby community for contests, photographed construction progress, and planned special events.

We are happy to report that with the help of our efforts, the second phase of SOLO District, Altus, sold out. Marketing success for this development really came down to getting creative to sell SOLO’s features and make it stand out from the competition.

“The Lower Mainland real estate market is extremely competitive, but SOLO District had all the right features to outshine the competition,” Robinson said. “We just needed to get people imagining what life could be like if they bought in the development.”

The Brand Identify Design Process: Getting into the Consumer’s Mind

Consumer marketing includes a huge variety of products and services – from restaurants and food to couriers and real estate. Understanding a brand’s consumers and then crafting an individualized marketing plan for that brand is the key to meeting sales goals.

Most consumer brands know they need to market to sell. However, many aren’t sure where to start or how to reach the right people. They also face roadblocks like intense competition and maintaining brand consistency as they grow.

When we start working with consumer brands, we get into the heads of their customers. We want to know who they are, what they like, what they don’t like, and how they make purchasing decisions. Armed with that information, we develop unique plans to help sales and marketing managers meet targets.

Strong Digital Marketing Services Driving Success

Consumer brands that operate in extremely competitive markets need to have strong digital advertising strategies to stand out from the competition. For smaller, local companies that compete with larger, international brands, this can be challenging due to limited resources and smaller advertising budgets.

As one of the largest, same-day couriers in the Lower Mainland – that also happens to compete with larger, international couriers – Novex Delivery Solutions understands this challenge better than most consumer goods companies.

When Novex first approached Curve, it had been in business for more than three decades and was growing steadily, but it needed a new website and a unique value proposition to drive different types of digital advertising.

Novex strives to limit its impact on the environment. They constantly look for new ways to reduce emissions, have more hybrids than any other same-day courier, use 100 percent ultra-low emissions vehicles or better, and save 180 tonnes of CO2 emissions every year.

Curve branded Novex as the go-to local “green” courier in the Lower Mainland on its website. Our creative brand design team rewrote the company’s website copy and changed the site to establish Novex as an environmentally-friendly courier for individuals and businesses who share similar values about the environment.

“The website needed to appeal to Novex’s ideal customers – local individuals and businesses that value green goals,” said Gina Robinson, Curve’s Director of Client Services. “The website’s messaging, layout and colours were carefully selected to reflect the company’s value proposition.”

Curve continues to run Facebook and Google ads to generate awareness about Novex. Our work has boosted lead generation by 30 percent. After redesigning and building the company’s website, Curve helped the courier achieve record sales for the fiscal year ending 2017.

“The new Novex website is an excellent sales tool that is a true reflection of our values,” said John Coupar, the company’s president. “We know that potential clients can find the information they are looking for and see the benefits of using an environmentally-friendly courier.”

The First Step in Launching a Strong Consumer Brand

Consumer brands are all about personal connections. Contrary to B2B marketing, you must appeal to individuals, not organizations. The key is building a strong brand identity that resonates on an emotional level.

 

Another thing to keep in mind is that a consumer marketing strategy is going to look different for every brand. You need a customized game plan built on an exhaustive Discovery process to gauge your goals, challenges, opportunities, the most ideal customers, and the best approaches to reach more of those customers.