When the University of Waterloo Stratford Campus wanted a online publishing platform to share academic research with Canadian Business; they chose Fruition Interactive as their digital agency partner. The result was CommerceLab.ca. From initial concept to post-launch Inbound Marketing activities, Fruition Interactive was there every step of the way.
In the spring of 2013, the University of Waterloo Stratford Campus wanted to create an online publishing platform to share academic research with Canadian Business. To succeed, they needed a digital marketing partner who could navigate them through the entire process, which included: brand development, building a website and providing ongoing Inbound marketing support to build awareness and an audience.
Fruition Interactive delivered beyond our expectations. From helping to name the Web site to building it to getting it found - being a full-service digital agency - they have the resources and expertise to do it all.
- Beth Cotter, Program Manager, CECR Programs, University of Waterloo
uWaterloo Stratford Campus Came to Fruition Interactive with an Idea
CommerceLab.ca was launched in May 2013. But when the University of Waterloo Stratford Campus first sat down with Fruition Interactive they only had an idea.
To make it a reality, Fruition Interactive began by guiding the stakeholders from the University through a rigorous discovery and brand development process that involved:
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Establishing measurable goals for the Website
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Market research and competitive analysis
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Choosing a good domain name
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Logo design
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Website wireframing and design
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User experience (UX) analysis
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Website development
Launching CommerceLab.ca was Just the Beginning
Immediately after launching, and in addition to proving technical support, Fruition’s Inbound marketing gameplan swung into high gear with a careful focus on:
Traffic Generation:
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Keyword Research and Analysis
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On-Page Optimization
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Link-Building
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“SEO-smart” Content for Web Pages and Blog Posts
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Monthly Traffic Goal Reviews and Adjustments
Lead Conversion:
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Planning lead gen offers and calls-to-actions (CTAs)
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Landing Page creation and optimization
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Email list setup and management
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Ongoing user experience (UX) analysis
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Monthly Lead Conversion Reviews and Adjustments
Targeted traffic for winning inbound marketing results
Fruition Interactive’s inbound marketing tactics allowed CommerceLab to ramp up their Web site traffic quickly. But not all Website traffic is created equal. In order to succeed with CommerceLab’s long-term vision of connecting academic researchers with decision makers and influencers at innovation-based businesses on a limited budget, they had to reach that audience with pinpoint accuracy. Key demographic segments for CommerceLab focussed on:
- Academic Researchers
- Professionals within mid‐large enterprise size organizations
- Industry leaders, consultants and vendors
- Venture Capitalists/Investors
Did someone just say, “Mission Accomplished”?
The engine that powered all of the analytical and ROI tracking behind the scenes was the HubSpot marketing software platform.
In the end, Fruition was able to quickly establish CommerceLab.ca as a “go-to” hub for digital media research and prime it for its next stage of development – monetization.
