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case study

  • the challenge

    To elevate and revitalize an established brand, promote e-commerce sales and expand into US markets.

  • the approach

    Developed and executed creative brand strategy and multi-channel integrated campaigns in print and online.

  • the result

    Tripled sales and flawlessly executed a US market launch.

To elevate the brand, promote sales, drive consumer traffic to SierraSil’s e-commerce website and re-brand for a US launch.

Our work with SierraSil commenced in 2006 with a brand refresh. With the marketing collateral portfolio completed, and a multi-tier web e-commerce program in place, Tugboat continued directing and fulfilling a series of online marketing programs for this client, including SEO (Search Engine Optimization) tactics, a Google PPC (Pay-Per-Click) campaign, and a blogging outreach program. A newly-branded initiative called the Active Living Program was launched in support of the blogging outreach program. In print, Tugboat Media has developed and executed a wide range of magazine advertisements, a branded content newsletter, POP materials and event and environmental displays. In 2008 we commenced the company’s US expansion work by implementing a full re-brand for the US direct to consumer market. Research for the US brand and positioning was conducted by Tugboat Media in August 2008 by way of focus group testing in San Diego, California and Seattle, Washington. Because much of the extensive consumer information collected had merits in both the US and Canadian markets, Tugboat was able to leverage a single research budget for both markets.

Sierra Mountain Minerals Canadian sales have tripled since the company began utilizing the multi-faced services of Tugboat Media and we look forward to continuing this trend as the company’s sales continue to climb in the US market.