ChallengeThis integrated marketing campaign aimed to attract international entrepreneurs and well-established cleantech companies looking to enter the North American market to discover significant business opportunities in Summerside and start a dialogue with the Economic Development Office (EDO). Our task was to help EDO develop a unique value proposition for Summerside based on a deep understanding of the target audience's goals, barriers and problems. We needed to create a marketing strategy around the prospect's journey to provide target groups with all the necessary information and motivate them to contact the Summerside EDO team to start a conversation. Our challenge was to concisely and memorably demonstrate the undeniable benefits of Summerside's business offer, providing critical data to the target audience and minimizing the risks for them to start doing business.
IdeaAt the beginning of our creative work, we decided to ditch all of the common clean tech symbols and overused green tech images like windmills and solar panels and come up with an innovative solution to present Summerside as a unique place to do business in North America. We aimed to create compelling communication with a business audience using thoughtful symbols and business language with tangible proof. After we completed our market research and competition analysis in the cleantech marketplace, we developed a creative concept with emotionally packed key visuals to help the city of Summerside stand out from the exhibitors and build effective communication with the business audience. Diving into an entrepreneur's psychology, feelings, motives and triggers, we realized that the biggest barrier to entering a new market, which can be considered a new startup, will be significant financial risks and human fears. Therefore, a businessman flying in the sky without an open parachute became a solid visual concept for recreating the necessary feelings and strong emotions when someone takes the risk of boldly jumping from an airplane at an altitude of 18,000 feet. Creating an analogy between a person jumping in the sky and an entrepreneur starting a new business in a new country would be an equal feeling that would help make the right emotional impact on the target groups and spark curiosity to learn more about Summerside and business opportunities.
ResultsWe created the key message, REDUCE RISK, RISE REWARDS, which perfectly communicates the key benefits of Summerside's unique value proposition and complements the key visual. The image of a flying businessman has become a central element of all marketing communications, presentations, printed materials, and a web platform for lead generation as part of a comprehensive marketing campaign. We recreated a complete lead journey and developed marketing communications content that was used in the brochure and landing page, as well as on social media. Summerside received an innovative presentation and marketing funnel for the London Climate Technology Show 2022 which helped Summerside EDO increase the city's brand awareness as the hub of innovation in Atlantic Canada and engage international businesses in dialogue to present amazing business opportunities.
Art Fresh is more than a marketing agency. They develop and execute innovative solutions to help build and promote opportunities grounded on developing a relationship to truly understand your business needs.Mike Thususka Director of Economic Development
City of Summerside
I have over 15 years’ cooperation experience with Elena Herweyer and the Art Fresh team under branding projects in Ukraine and the EU. I know that when I have a complex marketing task with tough deadlines I can address it to Art Fresh and get a high-quality branding service that totally meets the brand and company's strategy.Yulia Andrushkina Director of Marketing and Investor Relations at IMC
Elena and her staff are by far the best in the world at what they do. They are always so professional and very quick to help out with anything I need. Over the years they have tripled my business and more, I feel very fortunate to have become very good friends with her and her family along the way. I highly recommend Art Fresh!Jeff MacNeill Owner & operator at MacNeill's Tuna & Deep sea Fishing
Elena's team at Art Fresh really went above and beyond to make the adequate appearance for Summerside Xchange's vision. Very professional service, highly recommended.Kata Magyar Program Manager Smart Landing Program Canada
Art Fresh has done amazing work for us, resulting in strong brand recognition and continues to be an important part of our branding strategies.Reid Barnett Founder and owner at Trillium Skincare Laboratories Inc.
I’m impressed! I first started with Art Fresh a Start Business Package and continued to do lots of work with them. They are always fast response which I hardly find the same speed on the island while still ensuring high-quality jobs are delivered. Moreover, I found at Art Fresh especially Elena – the CEO having characters of a business partner. She listens and understands my expectations, barriers and always comes up with solutions, not just a service which I’m highly appreciated. Thank you so much to Elena and your team!Nhu Tran Founder and owner at Ann Wellness
Thank supports from the team of Art Fresh, Inc., we can launch the new brands and preliminary marketing campaign in Canada smoothly. It's a firm decision of ours to keep the long relationship with Art Fresh, Inc.Fred Truong President at Krisland Products Ltd.
We worked with Art Fresh on many projects. They are professional, creative and very flexible. They do not rest until they make sure their customer is 100% satisfied. We recommend Art Fresh for brand development and website development. Art Fresh is a one-stop shop for all your branding and marketing needs. Very unique and a pleasure to work with.Rita Jreije Partner at Gaia's Urban Eatery
With Elena's background as a professional artist and my book directly related to developing the arts sector both from within and with external collaborations, they were the perfect choice. I was beyond pleased with the end result and throughly enjoyed the process of working with Elena and her team as they built my website, as well. Always professional and responsive to my ideas and needs. I highly recommend this company for your consideration of any website development and book cover/design work.M. Catherine (Cate) Proctor, MBA Author and owner at Proctor Shift Consulting
Not only did Elena and her team create an arresting visual, but the tagline — Expand Your Business World — helped clarify our thinking about the ultimate goal of this event. Art Fresh provides beautiful creative, but so much more.Patti Devine Project Director at Island Advance
I have been delighted by Art Fresh's creativity and project management skills. Best of all, the brand is working for us. We've exceeded our first-year targets in seven months and expect the trend to continue.Alana Walsh, BPR CEC PEI Network Program Manager
Love love love all that Elena and the Art Fresh team do to create the perfect image for my business.Sharon Lynn Quann President at Biospa (Quann) Cosmeceuticals Inc.
We're very pleased with our new brand identity and the way Art Fresh conducts the business. It has been a great experience working with Art Fresh. Incredibly organized, easy to communicate with, responsive, and carefully evaluated our needs in a very organized and professional manner.Khalid Shami Business Development Director at S.C.T.O. Technology