The Great Waterway

Case Study

The Great Waterway

The Great Waterway, a Regional Tourism Organization (RTO 9) is a not-for-profit organization that promotes and invests in tourism in South Eastern Ontario.

The challenge

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Marketing & strategy

A large part of the Agency of Record contract was the ongoing support for marketing strategy in all capacities. This required the ongoing synergy of the 1dea’s marketing, creative, social and account management teams all working together in unison.

Services

  • Marketing planning
  • Demographic profiling
  • Campaign strategy & planning
  • Social media strategy & management
  • Media planning & buying
  • Monthly reporting
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Digital media

Digital media played a significant role in the marketing campaign. Many forms of digital media were successfully deployed to ensure a robust impact across all platforms. This yielded growing engagement year over year with strong analytics.

Services

  • Digital advertising
  • Google AdWords management
  • Email marketing management
  • Social media management
  • Video production
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Website redesign & development

A major milestone of our partnership with The Great Waterway was the creation of a comprehensive and complex tourism website that provides resources on 700+ tourism activities available to visitors. In this 1400+ page website, interactivity includes; reactive filtering, wishlist tagging, user generated galleries, and aggregation of content specific blogs.

Services

  • Custom website design
  • Front-end development
  • User experience (UX) & wireframe planning
  • Content generation & copywriting
  • Inbound lead generation strategies
  • Content management system (CMS)
  • Multi-site & platforms API integrations
  • SEO/SEM
  • Web hosting & support
  • Google analytics, console & reporting
Visit website

199% increase

in unique visitors to the site since Jan. 1, 2016.

1.5 million

page views generated in just 8 months.

Graphic design

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In support of the digital media creative, the 1dea creative team also developed a vast array of the graphic design pieces that aligned with the overall brand presence of The Great Waterway. Print advertising and retail/bus graphics highlighted our print creative and provided millions of additional impressions.

Services
  • Print advertising
  • Publication & annual report design
  • Corporate collateral design
  • Signage & exhibit displays
  • Infographic design
  • Presentation materials design

Results

Through the 3 years that 1dea has been working with The Great Waterway, 300+ projects have been successfully completed. This has resulted in a more consistent brand presence and a greater awareness of what The Great Waterway is. The tangible results have seen increased growth in all avenues of media from social, to email communications, to web traffic and ongoing user engagement.

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