Project Description
Start.ca
Digital Marketing Manager
Start.ca has been providing high speed internet for almost thirty years and not only that: they’re heavily involved in the community. When the opportunity came up to work with this fiercely independent and absolutely unique brand, I couldn’t refuse.
Start.ca was building a marketing team, and I signed on to manage the digital strategy. In addition to building the digital marketing strategy from the ground up, I also got to work on a dozens of large-scale community events like Rock the Park and London Comic Con.
The Challenge
INTERNET SERVICE CAN BE FRIENDLY
Start.ca’s brand is about being human and friendly. No contracts. Simple pricing. No gimmicks. This goes against the grain when it comes to service providers. My job at Start.ca was to make people see that services like theirs could be different.
The Approach
BRAND AWARENESS & TOOL ENHANCEMENT
Start.ca needed to get the word out, while providing a rich digital experience for customers.
E-COMMERCE OVERHAUL
I lead the charge in building a brand new website that took an innovative approach to service based e-commerce. It was designed to feel like the great customer support they’re famous for.
SOCIAL MEDIA
Building an audience of champions helped us keep Start.ca and its community involvement front and center. Being vocal and true to the brand resulted in a lot of earned media.
DIGITAL ADVERTISING
Google AdWords and Facebook were an opportunity to raise brand awareness, and proved to be an effective means of reaching new customers in a niche with no shortage of competition.
CONTENT STRATEGY
Start.ca is deeply rooted in local culture, sponsoring many events of all sizes. Telling these stories helped promote the company, and raised awareness for the organizations being supported.
SUPPORT VIDEOS
We leveraged the customer support experts we already had, and produced a series of support videos which have amassed well over 100,000 views. Find them here!
SEO
Investments into search engine optimization fundamentals helped deliver a major ranking increase for the eCommerce storefront.
Video Work
THE HEART OF THE CONTENT STRATEGY
Video was instrumental in helping to tell the company story. Many videos were shot internally. Larger projects, like the one below, were conceived, and then filmed with amazing production partners like Kiwitography.
The Results
POSITIONED TO GROW
Through my work at Start.ca I was able to help raise awareness of the company using digital advertising and a solid content strategy, while building a digital user experience designed to feel more like the friendly service the company was already famous for.
In addition to this, during my time with this incredibly unqiue company we launched Start TV, the company’s IPTV service and won London’s Large Business of the Year award.
Start.ca continues to be an undeniably unique company that was, and is still, built on heart.
