Branding
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Campaigns
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Digital
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Social & PPC
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Video
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Strategy
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Branding
With 80+ coffeehouses across Canada, a complete brand overhaul is a costly and unrealistic undertaking. For the past 13 years, we've worked with Good Earth to constantly update and evolve their brand – updating elements on a rolling cycle, always keeping one foot in the current brand and one foot pushing towards a future vision. The result is a seamless transition from a brand that functions at the local, independent coffeeshop level to that of a national franchise – all while bringing existing brand loyal customers along instead of leaving them behind. Everything has been considered, including packaging, signage, in-store graphics, print campaign treatments, digital, and social media, all as part of one cohesive package.
Campaigns
There's an evolving selection of drinks and food items that change with the seasons, and so must their marketing materials. We work with Good Earth to plan, design, and build out all the elements to help share the news about the new items. In between these campaigns we also promote their Rewards program, catering program, and environmental initiatives.
It's a dizzying array of materials from in-store print materials, window clings, point-of-sale digital displays, social stories and posts, web updates, e-mail blasts, and PPC, with countless deliverables created over the years, but our streamlined process allows us to build and track each deliverable efficiently and stress-free.
Digital
We rebuilt Good Earth's website with several goals in mind. It had to be quick and easy to update, so we implemented an intuitive CMS and used social media-sized images, allowing the same assets to be used cross-platform. It needed to display both in-store menu information and catering menus, with unique sizes and price points, so we built created a Woo Commerce solution that allowed a wide-range of product categories and information. It also had to handle catering orders - from anywhere in Canada, so we added an e-commerce solution that allows varying tax information. (Did you know that if you buy one muffin there is GST, but if you buy six muffins there isn't? We do now!)
Social & PPC
We keep Good Earth's media-savvy audience engaged with frequent, thoughtful content. Using a varying schedule of big campaign messaging, smaller brand based messaging, and more frequent tidbits we create content that is useful, unrepetitive, and timely. We've created countless stories and posts, too many to show here! Check it out on Instagram and Facebook.
For added visibility we create and manage PPC ads. Each campaign varies depending on need, with YouTube ads, Google Display, search, and boosted Meta posts being used. And by running campaign after campaign, we're able to constantly refine and tweak the audience ensuring we're finding the right demographics.
Video
We created a brand video for Good Earth, showcasing the feel of the coffeehouses for people who have never been in a Good Earth before. It's been useful for new franchise owners, and to help secure new locations, including a huge franchise deal currently being rolled out across Canada!
Strategy
With all these different media and deliverables, it would be chaos without a clear strategy. We've worked with Good Earth to help define clear directions for their marketing and design needs, from a long term multi-year approach down to the details of daily social messaging. Weekly, quarterly, and yearly planning sessions provide the opportunity for clear communication and a well-thought out, cohesive strategy.
45%
YoY increase in site visitors
16%
YoY increase in time on site
70+
Locations nationwide