Cultural Alignment and Controlled Growth

Our relationship with Somatic HVAC started in 2012 when they were looking to change their name and rebrand. We have watched them grow from 8 people all the way up to where they are today at 60. It is great to watch a company become stronger year after year.

Growth never happens by accident. In December 2017 we were contacted again by Gilbert and Patrick to help them define their core values and strengthen their culture. We happily took on the challenge and began a six-month intensive quest to engage with their team, their clients, and various stakeholders. The truth of a company is spread out through many people and it is key to identify and communicate with them.

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Pacific Coastal Airlines new Digital Foot Print

Pacific Coastal has been a long-time client of ours and we are very pleased to announce the launch of their new website. One of the key strategies of the site planning was to invite people to spend more time on the site and not just book their flights. The home page uses tiles with a filter to help people get fast access to the exact information they are looking for.

The former site only had booking capabilities on the home page, on this site the booking ribbon was created and designed seamlessly into every page. No matter where you are on the site you can book a ticket. We felt this was key to making the site more accessible and easy to use.

Pacific Coastal had unused items that didn’t have a long-term home. In this site we created many areas to leverage the years of content creation and make it accessible to the general public. A great example of this is Kids section with colouring books and puzzles that were put together. We also collected up all past issues of Soar Magazine and gave them a home.

Last but not least is the Fares & Passes. With Bravo, Classic, and Encore to choose from we really wanted to make it easy for people to figure out which one makes the most sense for them and their family or business. With all information readily available and with clear visual aids to help out the section has now been brought to life.

The Anatomy of a Compelling Company Story

Every company has a story. Some are exciting like Virgin’s, some tug at your heart like Tom’s shoes, and others are more utilitarian (important note: confusing “utilitarian” for “boring” is usually a mistake). The most successful companies spend time finding their niche in our world – following market trends while looking beneath the surface of their product or service to uncover the true value of what they offer and why consumers should care.

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What is a random market – and are you serving one?

Do you know your ideal market, or markets? Were your marketing materials deliberately designed to appeal to this group? Are your messages and taglines targeted to your particular client demographics? Have you performed market research and based your advertising on the findings?

If you answered no to some (or all) of those questions, then you may be trying to serve a random customer base. Is this a bad thing? Yes and no. Let’s explore.

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Pacific Coastal Airlines Ad Campaign

Pacific Coastal’s passion is British Columbia. They are intimately familiar with the most idyllic and untouched parts of a province where over half of the population occupies only 0.5% of the land. Since many of their past promotions were aimed at business travellers, Pacific Coastal launched the 4for3 campaign to inspire BC residents to explore their own unique province. Living Blueprint brought the campaign to life through a video accompanied by web, print, and point-of-sale advertising.

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Stop dreaming and win your marketplace.

So your competitor is doing better than you, are they? Why did that happen?

You have been in business for a few years now, have a handful of employees and are still struggling to get by. You meet someone at an event who is in the same marketplace as you, with the same product or service, with the same time in the market. Difference is, they have 10 times more employees and customers.

Could it be they are infinitely smarter than you? Or could it be that they understand the client in a way that you don’t?

I have been in business long enough to know the first is not usually the case. I would like to share an idea – better, a process – to get past the obvious in the pursuit of that little bit of magic that seams so hard to attain.

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You’re a perfectly fine company – So why don’t I like you?

Why a customer’s choice of products or services often comes down to what feels right – and how to tap into that.

Have you ever had to choose between two products that were almost identical? What made you pick one over the other? Assume that a potential client has seen your advertising and is comparing you to one of your competitors. How can you tighten up your brand and company to ensure that they choose you?
Have you heard or said any of these statements?

  • “I have a feeling about these guys”
  • “Everything seems to be in order”
  • “This just feels right”

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