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Quinlan

 

 

CLIENT

Quinlan

OBJECTIVES

Quinlan, a prominent seafood producer in Newfoundland and Labrador, recognized the need to modernize and rejuvenate its brand and deploy digital marketing to stay competitive in an evolving marketplace. The firm aimed to establish a cohesive strategy that would resonate with sophisticated international buyers regarding commitments to sustainability, quality and innovation.

ACTION

Market Analysis

An in-depth analysis of Quinlan’s market positioning, customer demographics, and competitive landscape was conducted. This analysis served as the foundation for evolving a brand identity that effectively communicated Quinlan’s core values in a modern context.

      Brand Identity Development

  • Logo and Visual Identity: Designed a fresh logo, color palette, and branding elements to reflect Quinlan’s values.
  • Brand Messaging: Crafted messaging that emphasized sustainability, quality, and innovation in seafood production.

      Website Development

  • New Website: Launched a modern website serving as a digital hub for information and product offerings.
  • Landing Pages: Developed dedicated landing pages for key products like Snow Crab and Cod, with scalability for future products based on market trends.
  • SEO and SEM Strategies: Implemented robust search engine optimization (SEO) and search engine marketing (SEM) to enhance online visibility.

      Product Development

  • Innovative Packaging: Developed eco-friendly packaging solutions that align with the brand’s sustainability mission.
  • Video Content: Produced engaging videos to showcase Quinlan’s products and commitment to quality.
  • QR Code Tracking: Integrated QR codes on packaging to connect customers with compelling digital content to differentiate their offerings and strengthen brand loyalty.

      Social Media Strategy

  • Multi-Platform Engagement: Created a comprehensive social media strategy focused on brand recognition and driving sales and sales leads across platforms, including LinkedIn and Google Business.
  • Content Creation: Regular posting of engaging content that reflects Quinlan’s brand values and aligns with increasing customer interests in product origin, sustainability and quality control.

      Printed and Digital Collateral

  • Marketing Materials: Designed pop-up banners, print and digital brochures, and corporate stationery, electronic and digital, to support online and in-person marketing efforts.
  • Brand Standards Guide: Developed guidelines for consistent application of brand elements across all mediums.

      Analytics and Reporting

  • Performance Tracking: Established metrics for measuring the effectiveness of digital campaigns for lead generation, including organic impressions, website traffic, and social media engagement.
  • Monthly Reporting: Provided comprehensive analytics reports to assess performance and adjust strategies as needed.
RESULT

Year One Metrics:

  • Organic Impressions: 82,044 in the first year.
  • Social Media Followers: Gained 1,081 followers on LinkedIn, with a 44.2% increase in engagement rates.
  • Website Traffic: Grew from 260 monthly visits to 1,168 monthly visits in the six months from March to August, 2024.
  • Conversion Rate: Improved website conversion rate from 5.4% to 8.3% due to optimized landing pages and targeted content.