Applecore Company Profile by John Feltham

Company Profile

This document was prepared and produced by: Applecore Interactive Suite 202, Caledonia Place 40 Quidi Vidi Road St. John’s NL A1A 1C1 Canada Tel: (709) 753-3652 Fax: (709) 753-3687 Email: interact@applecore.ca www.applecore.ca Copyright © 2008 Applecore Interactive. All rights reserved. Notice of Rights All rights reserved. No part of this document may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, scanning or otherwise without prior written permission of Applecore Interactive. For requests for permission, please contact Applecore Interactive, Suite 202, Caledonia Place, 40 Quidi Vidi Road, St. John’s, NL A1A 1C1, Canada, tel (709) 753-3652, fax (709) 753-3687, email interact@applecore.ca, or online at http://www.applecore.ca. Notice of Liability The information in this document is given on an “as is” basis, without warranty of accuracy. Although every precaution has been taken in the preparation of this document, Applecore Interactive shall not have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the content contained in this document. The fact that an organization or Website is referred to in this work as a citation and/or a potential source of further information does no mean that the publisher endorses the information, the organization or Website may provide or recommendations it may make. Further, readers should be aware that Internet Websites listed in this document may have changed or disappeared between when this work was written and when it was read. Trademarks Applecore Interactive and the Applecore Interactive logo are trademarks or registered trademarks of Applecore Interactive and may not be used without written permission. All other trademarks used in this document are the property of their respective owners. The product names and services identified throughout this document are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with Applecore Interactive. Information For clarification of this document and/or general information on our products and services, please contact Applecore Interactive at (709) 753-3652, fax (709) 753-3687, or email interact@applecore.ca..

I N D E X

/index

For more information, go to http://www.applecore.ca

/applecore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 /services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 /team. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 /quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 /clients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 /awards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 /testimonials. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 /case-studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 /branding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 /references . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 For clarification on this document, or any work carried out by Applecore Interactive, please contact: John Feltham VP Technology Applecore Interactive Suite 202, Caledonia Place 40 Quidi Vidi Road St. Johnâ&#x20AC;&#x2122;s NL Canada A1A 1C1 T +1-709-753-3652 F +1-709-753-3687 E john@applecore.ca

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

A P P L E C O R E

/applecore What do Applecore and Google have in common? A birthday. It goes deeper than that: we both juggle a desire for constant innovation, a relaxed corporate culture and an obsession with Search Engine Optimization, among other things. But most of all, it's the fact that, in a lot of ways, we've grown up together. As a creative, innovative leader in interactive marketing, you can see the difference Applecore's culture makes in our approach: it starts with

Ten years ago, both Applecore and Google were born, and both have evolved. Applecore transformed itself from a traditional marketing firm into an interactive agency with a passion for the latest in technology.

the people who work here and ends with the results we deliver.

We itch to get our hands on the next big thing in programming, design or multimedia, and delight in juggling the balance in every project. Technology is a natural fit for us, because by nature, it never stops growing or changing; we hope that we never do, either. Applecore never strayed far from our CORE belief that it should be a great place to work and a great place to do business. In the years since our inception,

Creativity. Strategy. Technology.

For more information, go to http://www.applecore.ca/about

we've nurtured our evolution, always seeking to improve and streamline our workload. It's why we made the decision to become one of the first ISO9001 certified interactive agencies in Atlantic Canada. Our clients span North America, and our team-made up of interactive marketing specialists, graphic designers, content developers, search engine marketers, researchers and project managers-- is hand-picked for what they're good at. The areas of our specialization are across the board: we've just been Google-Certified for Adwords and Adsense. Every new project is a new lesson, so we never stop learning, whether it's here in the office or outside, at sponsored learning opportunities. When it comes to knowledge, you could say we've become a little obsessed. Our clients are the big winners of this obsession: it's what lets us to deliver innovative results, making our interactive marketing skills a new opportunity to give our clients the results they deserve and better still-have come to expect.

Applecore Interactive www.applecore.ca

S E R V I C E S

/services

For more information, go to http://www.applecore.ca/services

At Applecore Interactive, you'll find an internet marketing agency that works with businesses and organizations to enhance: • Getting their message out to their markets • Their website's results • Their corporate brand image • Their rankings on major search engines

Our Core Pillars of Service At Applecore, our services rest on three core pillars: Technology, Strategy and Creativity. Within these are contained the freedom to deliver innovative results and the control to do it within scope, budget and schedule. Our Core Strategy Map guides us in this, allowing us to apply the same principles to each and every project we undertake. The commitment we grant our clients and our staff is contained in our Quality Policy Statement.

Why Choose Applecore? We house three components of any solid marketing campaign-- Technology, Strategy and Creativity-all under one roof, and we know how to keep them all in the air.

Applecore Interactive www.applecore.ca

• Have your goals understood and transformed whether it's visual, artistic or technical--into a message that will get your company noticed. • Have your project managed "by the book": our project management and production procedures means our daily routine is audited regularly. • Get trackable results with our search engine and interactive marketing techniques, and have the edge. • Take advantage of the first ISO 9001:2000 certified interactive agency in Atlantic Canada. • Gain full control of your website with a custom content management system. • Ten years: one hundred logos. • We don't just read about the trends in technology-- we take part. Web 2.0 isn't just a buzzword to us: we have a Google-Certified Specialist already onboard, Facebook and Twitter pages, a YouTube channel and a blog to call our own. • Our staff isn't recruited just for what they can do, but for what they can learn. • Want to be on a first name basis with the person handling your company's image? We love what we do, and hope it shows: just ask us to juggle for you.

Creativity. Strategy. Technology.

Our Services Technology • Web Development • Internet Marketing • Content Management Strategy • Core Strategy • Project Management • Consulting Creativity • Graphic Design • Marketing Materials • Content Development

T E A M

/team

For more information, go to http://www.applecore.ca/about/team-bios

Deborah Bourden Chief Executive Officer Deborah has many years’ experience in marketing and communications at regional, national and international levels. As Production Manager at some of the top marketing agencies, she has gained the respect of both clients and suppliers as a tough project manager who delivers on time and within budget. In 1999, Deborah co-founded Applecore Interactive, whose key accounts include some of Newfoundland’s largest and best-recognized accounts. Deborah also sits on the board of directors for St. John’s Women’s Centre.

Wilma Hartmann Chief Operating Officer With more than 12 years’ experience in the corporate environment, Wilma has gained profound insight into the organizational psyche and its communication challenges. Through working with leading agencies, she gained expertise in all aspects of protecting and building a company’s brand through media management, public relations, social responsibility programs, advertising, and employee communication. In 1999, she co-founded Applecore Interactive, and is currently on the board of directors for NLOWE and is a past president of the IABC, NL.

Deborah Slade VP Strategy Deborah has more than 17 years’ experience in marketing and communications since graduating from Memorial University (Commerce). She has earned significant experience in marketing, web development, and strategic planning managing accounts such as the MMSB, Loblaw Properties, Newfound Developers and CompuCollege. Recently, Deborah was Marketing Manager for Camouflage Software Inc. a local technology company whose clients were Fortune 500 Companies throughout North America. Deborah is results driven and brand savvy and after a short sabbatical, returned to Applecore as VP Strategy.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

T E A M

John Feltham VP Technology John is a highly accomplished IT professional with outstanding project planning, execution, monitoring and resource balancing skills. His ability to support multiple simultaneous projects contributes to his exceptional project management results. Experienced in coordinating, negotiating and motivating outside vendors in support of timeline and project deliverables, John excels at stakeholder communications, accurate reporting, risk mitigation and status reporting. Before joining Applecore, John worked as IT project manager at a Fortune 500 company and was named Project Manager of the Year for 2006. Troy Templeman Studio Manager Troy is a graduate of the Graphic Design program at the College of the North Atlantic. Before joining Applecore's team, Troy worked as graphic designer at The Telegram, where he quickly learned how to work in a fast-paced environment and meet tight daily deadlines. His combination of creative design and precise execution makes him a valuable team member. Troy has worked on many of Applecore's key accounts, and was the designer of a trade show booth for Genoa Design which received an Award of Excellence in Marketing Communications at the 2005 IABC Pinnacle Awards. Jason Peddle Technical Coordinator Jason graduated from College of the North Atlantic in 2006 with a Programmer Analyst (Business) diploma. Highly motivated, with a passion for interface design and usability, Jason is keen on putting his current skills to use. He is also dedicated to continuous education and learning new concepts. For the past six years Jason has been involved in web design and prides himself in his ability to work through complex design issues, using his skills in ASP.net, CSS, JavaScript, SQL and other leading edge technologies. Trent Skanes Executive Management Assistant Trent is a fanatic when it comes to numbers. He is an avid researcher with a background in financial strategy. Trent was recognized for his academic prowess in the bachelor of commerce program at Memorial having received the University Medal for academic excellence. A finalist for the Rhodes Scholarship, Trent has a broad business background which ranges from financial analysis and projections to research in marketing and accounting environments. He has honed his analytical research skills while working with Ernst & Young LLP and the Gander Golf Club.

Gregory Pike Programmer A Upon starting his Bachelor of Business Administration at Memorial University, Gregory worked as a systems administrator for The Muse Publications, Inc. and as a student programmer for ccwebworks. In these positions he honed his programming skills before opening his own web development firm. Gregory launched Activelink Web Solutions which he managed throughout the course of his degree. He operated this business with a team of programmers, designers, and content writers until his employment with Applecore.

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

T E A M

Alicia Fudge Programmer Alicia graduated from the College of the North Atlantic with a diploma in Internet Application Developer. Relatively new to the business, she brings new and fresh ideas to the table. Alicia has worked with Statusfirm developing and maintaining curltv.com and since starting with Applecore has busy developing numerous online applications and database solutions. She has studied and/or worked with programming languages such as PHP, ASP.NET and Django but especially thrives with database access. Alicia loves to learn new concepts and method and continues to increase her knowledge.

Curtis Au Graphic Designer / Multimedia Specialist A graduate of the Graphic Design program at the College of the North Atlantic, Curtis has skills in branding, design, layout, multimedia and photography. As part of his branding work, he maintains a standard of distinction in the look and feel of his company design, working locally with Lucky’s Restaurant, Epilepsy NL and College of the North Atlantic on their corporate images. Curtis has also worked extensively with multimedia, familiar with the design and implementation of Flash, video, games and screen savers. His eye for photography—mostly event and product-based—lend his work a keen artistic sense of character.

Jill Butler Content Development Specialist A recent graduate of the Honours English program at Memorial University, Jill’s two-term thesis work dealt with the historical and cultural context of the rebel in American cinema. Her editorial skills were honed during her three years of experience as a tutor at the MUN Writing Centre. As a freelance writer and editor, she has published in the Scope, Sleeveen magazine, and literary journal Paragon, and was a conference presenter for the AUECC at the University of New Brunswick and student correspondent for the Gazette.

Joshua Bourden SEM Specialist Joshua is currently completing his Bachelor of Commerce with a concentration in marketing. With strong interests in internet marketing and web development, Joshua had no problem fitting into the swing of search engine optimization. His knowledge and skills in natural search engine optimization and payper-click campaign techniques make him a key part of Applecore’s team. Joshua is Google Adword Certified and keeps on top of the paid search engine game by attending conferences like the recent international Search Engine Strategies Conference in Toronto.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

Q U A L I T Y

/quality

For more information, go to http://www.applecore.ca/strategy/iso-9001

Project Management

ISO Certification

Your budget and deadlines are important. So is the quality of your end results, whether it's an interactive marketing strategy, a new website or a full marketing package.

This dedication to detail was key in the decision to become an ISO-certified company-- so many of the values extolled in the ISO guidelines existed in some form in our company culture already.

All work is controlled for budget and time concerns. From the initial discovery to the final deployment, Applecore's project management process makes sure that you always know what to expect.

Your Assurance of Quality

Project Managers

ISO 9001 certification means the standardization of quality, with industry and worldwide recognition. It guarantees that the highest quality is ingrained in even the smallest daily business interaction.

Applecore Interactive is the first interactive marketing agency offering e-marketing and traditional marketing, to attain ISO certification in Atlantic Canada.

Our CORE Strategy Map provides a visual representation of our plan of

When your project begins, you are given a Project Manager. When you have a question or concern, you don't have six layers of management to wade through; your Project Manager talks to you directly, and is accessible and accountable for every decision. It only makes sense that you work with the same team from beginning to end; that's why at Applecore, the person you shake hands on day one is who proudly hands over the finished product. Our Project Managers have a knack for translating your business requirements into technical strategy and creative solutions, transforming your vision into a workable end goal.

Applecore Interactive www.applecore.ca

action from start to finish. We utilize best practices, checklists, surveys, worksheets and forms. We're big fans of successful

It offers a standardized benchmark, so that levels of quality can be documented, implemented and maintained with relative ease.

workflow... so you could say we're more than a little obsessed with our Core Strategy Map. It

To achieve certification, a company must undergo extensive audits of their operation, including careful review of strategy and development processes and interviews with staff at every level. ISO 9001 Certification fosters improved productivity, implements strong management systems and builds accountability.

Creativity. Strategy. Technology.

works for us and it works for our clients.

C L I E N T S

/clients Academic

“Applecore not only produced an effective and

• College of the North Atlantic • Department of Youth Services & Post Secondary Education • Memorial University Centre for Applied Health Research (SafetyNet) • Memorial University Faculty of Education • Memorial University Chair for Women in Science & Engineering Atlantic (CWSEA)

impressive website for Tourism Newfoundland

Aquaculture

and Labrador, they under-

• Guigné Aquaculture Products Ltd. • Newfoundland Aquaculture Industry Association (NAIA) • North Atlantic Seafarms Corporation

stand that the website itself is just one component of the overall Internet Strategy.”

Arts, Entertainment & Culture Carmela Murphy, Director of Tourism Department of Tourism, Culture and Recreation

• • • •

CBC Duo Concertante Festival 500 Newfoundland Independent Filmmakers Cooperative • ShowTix • St. John's International Women's Film

Creativity. Strategy. Technology.

& Video Festival • Tuckamore Festival

Government • • • • • •

Communication Canada Department of Agriculture Department of Education Department of Fisheries and Oceans Department of Health and Community Services Department of Human Resources, Labour Employment • Department of Tourism, Culture and Recreation • Newfoundland and Labrador Hydro • Women's Policy Office

Health • Community Health Nurse Association of Canada • Newfoundland & Labrador Medical Association • Peninsulas Health Care Corporation • St. John's Nursing Home Board

Industry Associations • Fish, Food and Allied Workers (FFAW) • Federation of Agriculture

Applecore Interactive www.applecore.ca

C L I E N T S

• Historic Sites Association of Newfoundland & Labrador • IABC Newfoundland & Labrador • Newfoundland and Labrador Association of Technology Industries (nati) • Newfoundland & Labrador Federation of Co-operatives • Newfoundland Aquaculture Industry Association (NAIA) • Newfoundland & Labrador Organization of Women Entrepreneurs (NLOWE)

Municipal • City of Mount Pearl • Town of Portugal Cove - St. Philips

Social Marketing / Not for Profit • AIDS Committee of Newfoundland & Labrador (ACNL) • Conservation Corps • Finaly! • Junior Achievement of Newfoundland & Labrador • Kids Eat Smart Foundation • St. John Ambulance • St. John's Women's Center • Women in Resource Development Committee (WRDC)

Professional Services • • • • • • • • • • •

Avalon Dental Cal LeGrow Definitions Janes Noseworthy Trustee in Bankruptcy Martin, Whalen, Hennebury, Stamp The Mortgage Centre Noseworthy Chapman Chartered Accountants Quality Matters Roebothan McKay Marshall Ryan Research & Communications Stack and Associates

Applecore Interactive www.applecore.ca

Technology, Construction, Industrial and Property • • • • • • • • • • • • • • • • • • • •

Abydoz Environmental BlueLine Innovations Beaufort Solutions Canadian Association of Petroleum Producer Canadian Coalition of Women in Engineering, Science, Trades and Technology (CCWESTT) Excite Corporation The Fairways Fortis Properties Guigné Inc. Highland Homes Nolan Hall Petro-Canada PitCrew Signature Homes Rick Davis - Remax TeleLink True North Vector Aerospace Vulcan Minerals Voisey's Bay Nickel Co. Ltd.

“Applecore worked closely with Kids Eat Smart staff to develop the Kids Eat Smart image and identity and captured the positive, proactive energy we were striving for.” Daphne LeDrew, Program and Finance Director Kids Eat Smart Foundation

Tourism & Hospitality • • • • • • • • • • • • • • • • • •

Atlantic Outdoor Adventure Partnership City Hotels Department of Tourism, Culture and Recreation Destination St. John's Everton House Fortis Properties Gros Morne Adventures Gros Morne Institute for Sustainable Tourism (GMIST) Gros Morne Visitor Centre Hospitality Newfoundland and Labrador Humberview Bed & Breakfast Islander RV Maxxim Vacations Murray Premises Hotel Mullowney's Puffin and Whale Tours NewfoundlandandLabrador.com Strawberry Hill Resort Wilderness Newfoundland Adventures

Creativity. Strategy. Technology.

A W A R D S

/awards 2008 IABC Pinnacle Awards Category Award Electronic / AudioVisual / Interactive Merit Electronic / AudioVisual / Interactive Merit

Project newfoundlandlabrador.com - Lost and Found Maxxim Vacations Website Redevelopment and Launch

2007 Canadian E-Tourism Awards Quality of work and results

Category Public Sector

Award Gold

Project newfoundlandlabrador.com

Award Excellence Excellence

Project St. John Ambulance Public Awareness Campaign Petro-Canada Petro-United Employee Campaign

not only manifest itself in Applecoreâ&#x20AC;&#x2122;s solid relation-

2006 IABC Pinnacle Awards

ship with its clients, but

Category Marketing Communications Employee/Internal Communications

also in numerous creative awards.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

A W A R D S

2005 IABC Pinnacle Awards Category Marketing Communications

Award Excellence

Marketing Communications Marketing Communications

Excellence Excellence

Electronic Audiovisual

Merit

Project NewfoundlandandLabrador.com: “Where Else But Here” campaign The Fairways Condominiums Sales Launch Genoa Design Tradeshow Display (with Pecora Communications) MaxximVacations.com

“Online access to information about Newfoundland

2004 Bentley International Property Awards

and Labrador that is both

Category Best Property Advertisement

informative and visually

Award 4 star

Project Humber Valley Resort

appealing is a cornerstone of our provincial tourism

2004 IABC Pinnacle Awards Category Marketing Communications Marketing Communications Electronic Audiovisual

marketing campaign.”

Award Excellence Excellence Merit

Project Molson Canadian Snow Jam Campaign AppleCore Communications Re-Branding AppleCore Communications Multimedia CD

Award Excellence Merit Merit

Project Humber Valley Resort Health Care Corporation Annual Report Humber Valley Resort Multimedia CD

Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation

2003 IABC Pinnacle Awards Category Marketing Communications Marketing Communications Electronic Audiovisual

2002 Atlantic Canadian ICE Awards Category Brochure Design

Applecore Interactive www.applecore.ca

Award Gold

Project Humber Valley Resort Fulfillment Brochure

Creativity. Strategy. Technology.

T E S T I M O N I A L S

/testimonials Carmela Murphy Department of Tourism, Culture and Recreation Applecore not only produced an impressive website for us, they understand that the website itself is just one component of the overall Internet Strategy.

Dawn Dalley Newfoundland and Labrador Hydro This is very exciting…a good solution to accommodate our concerns. This is really working for me – Great work.

Christine Caines Junior Achievement NL The booth graphics design looks fun, youthful and exciting. Thanks!

Robert Giannou Targa Newfoundland To all that worked on the new site…you did a great job and it will help Targa Newfoundland immensely.

Todd White Ocean View Hotel The website looks great! Very well written. I found a period missing in the first sentence of Getting Here. Other than that it’s damn near perfect.

Tineke Gow Trinity Vacations Applecore Interactive is creative, technically proficient and always forward thinking. Thank you Applecore for exceeding my expectations for more than 8 years now. Dr. Stewart Gillies Avalon Dental We are well pleased and thoroughly delighted. Thank you.

Deborah Youden NLOWE It was a pleasure to work with Wilma and her team in the development and presentation of the workshops.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

C A S E

/case-studies

S T U D I E S

For more work samples, go to http://www.applecore.ca/portfolio

/dept-of-tourism-culture-and-recreation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 /targa-newfoundland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 /maxxim-vacations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 /destination-st-johns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 /st-john-ambulance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 /ja-business-hall-of-fame . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

C A S E

S T U D I E S

/dept-of-tourism-culture-and-recreation Challenge As the official website for tourism in Newfoundland and Labrador, developing an Internet strategy that aligned with existing tourism database structures was the cornerstone of Applecoreâ&#x20AC;&#x2122;s approach, as well as enhancing the existing branding and advertising developed by the advertising agency of record. The internet marketing and redeveloped site would be structured to strengthen relationships with key audiences into lasting and engaging contact that would generate tourism.

The Execution This 9-month project started with strategy development that included industry, stakeholder, web and technical research, as well as in-depth analysis of existing technical platforms. The development of a major tourism site followed, integrated closely with the implementation of an internet strategy that integrated with the provincial advertising plan in place. The new site is rich in information and imagery and also includes a shopping cart-style Travel Bag for trip planning. Ongoing interactive marketing includes quarterly e-newsletters, a social networking page, interactive mapping and search engine marketing.Transforming a static source of information into a flexible web portal, the strategy and website embodied the destinationâ&#x20AC;&#x2122;s brand personality and positioning, and left users with an image-rich, interactive experience that better reflected the unique tourism experiences promoted by the website.

The Results After 8 months of development, the site has received well over 1 million visits since its launch in February 2007. Recent enhancements include an official Facebook page, a Virtual Scrapbook and a condensed French version of the site. Development is underway on several other large enhancements, including interactive mapping and a travel blog. With an average of 70,000 visitors per month, and an increase in site visitation of over 70% from 2006-2007, newfoundlandandlabrador.com was also awarded the Canadian Tourism Commissionâ&#x20AC;&#x2122;s Best Public Sector Website Award in November 2007 and a 2008 IABC Pinnacle Award for electronic communications.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

C A S E

S T U D I E S

/targa-newfoundland Challenge Part of a worldwide motor sporting event taking place every September, Targa Newfoundland is the only North American segment on the tour. The immediate, fast-paced nature of the event, with fans and sports journalists across the world expecting up to the minute information, required the site to provide the latest information from the field in a format easily managed by staff.

The Execution The existing site was re-developed with a fresh, modern interface and a simplified, streamlined navigation and content management system. The largest volume of traffic the site attracts is primarily concentrated in the two months surrounding the event, making accessibility, speed and easy navigation the utmost concern. The site was developed with a content management system (CMS) that allows for the quick, efficient management of all site content. Emphasis was placed on the user-friendliness and scope of the CMS, as staff would need to update and publish content in real time for the duration of the event. The frequency of updated content made implementing an RSS feed a natural choice, so that sports writers, journalists and spectators relying on updated blog posts and news would be kept current on event progress. With motor sport enthusiasts and Targa fans in mind, the site was refitted with the latest in Web 2.0 technologies: social media functionality (such as Facebook and YouTube), photo and video galleries, car/driver showcases, newsletter signup, and site search functionality were added.

The Results The site was launched in the beginning of August 2008 and statistics and search engine performance are being monitored. 27% of visitors to the site added it to their favorites list. The improved CMS allowed members working from remote locations across the province to manage the content (results, photos and articles) without any formal IT or programming assistance, streamlining their operation. s.

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

C A S E

S T U D I E S

/maxxim-vacations Challenge Maxxim Vacations, Atlantic Canada’s leading tour wholesaler, wanted a website that could showcase their many destinations, as well as direct traffic to their agents’ 1-800-lines. In addition, the website required the development and implementation of an Internet and Search Engine Optimization strategy. The website had to be integrated with Maxxim’s marketing and advertising, and printing costs saved where possible.

The Execution The redesign began with a slogan: “Creating Memorable Experiences.” From this, the new visual identity of Maxxim Vacations was born, applied to a series of vacation planners and other promotional materials. These materials, rich and enticing, profiled exquisite tourism photography and vivid descriptions, embodying the luxury of a distinctive vacation experience. In addition, a print advertising campaign has also been developed to drive traffic to Maxxim’s website, maxximvacations.com. The anchor in Maxxim’s marketing strategy became the website redesign, as it was optimized for search engines and supported by pay-per-click keyword campaigns. The site content, managed through a content management system (CMS), is adapted seasonally to appeal to all travelers. Through permission based e-newsletters that offer insider tips and deals for the enthusiastic traveler, subscriber relationships are built and secured.

The Results Maxxim was able to replace printed vacation planners with web-based vacation planners, resulting in a saving in printing, storage and distribution. The website traffic continues to average more than 30,000 visits per month. The client confirms a solid return on investment: “The percentage of inquiries coming through the website continues to grow, and now contributes to over 1/3 of our converted sales.”

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

C A S E

S T U D I E S

/destination-st-johns Challenge Destination St. John’s is the destination marketing organization for St. John’s, Newfoundland and the eastern region of the island. Its mandate is to attract bookings for major events, conventions and conferences through its team of sales representatives. The organization required an Internet marketing strategy, a new website with visual appeal that would support its sales team and would profile facilities and capacity within the region.

The Execution The project started in 2006 with the development of an Internet marketing strategy with input from staff, stakeholders and members. It recommended a phased development approach with content and features aimed at the public, sales and members. The new website of Destination St. John’s is rich in alluring imagery that profiles all aspects of the destination, with a significant expansion of the photography aspect of the design. The new, client-centered content management system (CMS) also allows for the easy management and updating of SEM-related data, such as keywords, title tags and other data. This new, permission based CMS permits not only staff, but also members of the larger association to upload content to the site, with varying levels of access. Navigation was restructured and streamlined to be more intuitive to the user, and information previously available only in PDF was converted into accessible, search engine optimized text. Sales-friendly features such as “Request a Proposal” functionality were added to the site, and a custom content management system allows the client to manage and maintain site content through a user-friendly interface.

The Results The site was launched in June 2008 and search engine results and sales responses are currently being monitored. The ability to refresh keywords, title tags and other SEM-related data helps the site to stay atop search engine results. The expansion of member-uploaded content has resulted in a collaborative, constantly updated site accessed by a large, online audience. Destination St. John’s has expressed great satisfaction with the redesign of the site and the second phase Member section of the site is currently under development.

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

C A S E

S T U D I E S

/st-john-ambulance Challenge St. John Ambulance, a global leader in first aid training, recognized that it had to define its key messages to government, stakeholders, volunteers and trainers province-wide. In order to remain relevant in a competitive environment, St. John Ambulance approached Applecore to develop a marketing communications strategy that would help keep its leading market position amidst a climate of regulatory change.

The Execution Applecore developed two different creative platforms directed at two key audience groups. The first message was addressed to the general public, with content that outlined the extent of services offered and aimed to promote lesser known services such as the Therapy Dog Program and car seat safety. The second message was aimed at current and potential volunteers and called “Ordinary People Doing Extraordinary Things,” highlighting how their contributions impacted not only their own lives but also the lives of others. Applecore developed a marketing strategy that covered the execution of a general promotion campaign, including advertising. For general promotion, a fully-functional website, an eye-catching display booth, a first aid training guide and various other print materials were developed. The advertising campaign consisted of a province-wide media buy, including radio time, niche media, cable TV spots, and space in local newspapers such as the Telegram and the Independent. A soft call to action was built into the campaign to encourage visitation to the website, where more detailed information could be found.

The Results The campaign produced a remarkable 42% increase in website traffic, and the average visit lasted two minutes and 47 seconds. Analysis of web statistics revealed that the most visited pages were the home page, the course schedules and the contact information page. The promotion of lesser known programs, one of the campaign aims, had positive results: among others, the Therapy Dog program in particular saw considerable expansion, with the Executive Director of the St. John Ambulance saying that “…interest in the program increased by 33%.” Further, a notable reduction in general inquiries to the 1-800 line was reported, indicating the increased usage of online information.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

C A S E

S T U D I E S

/ja-business-hall-of-fame Challenge The Junior Achievement (JA) Business Hall of Fame has become known as the premier celebration of business excellence in Newfoundland and Labrador. Applecore and JA began working together in 2005 to plan, manage and produce the organization’s biggest annual fundraising effort – the Business Hall of Fame Gala. Applecore and JA worked together for the next three years, raising more than $350,000 and pulling off this high-profile event three years running: Business Hall of Fame Gala 2006, 2007 and 2008.

The Execution After fifteen years as the foremost celebration of business merit in the province, this event was due for rejuvenation. Applecore took on the task of refreshing event’s logo, design, multimedia and atmosphere. Working closely with the Board of Directors, Applecore Interactive planned the event while maintaining a steady line of communication with all sponsors, supporters, nominees and prospective guests. Applecore tapped into a broad range of marketing communications resources to reinvent the image of the Junior Achievement Business Hall of Fame, designing promotional materials for various media that included advertisements for print and radio, and the production of an event video. Each year, the Gala event had a glamorous, red carpet ambiance, boasting four large screens for multimedia display. A video produced specially for the evening profiled Junior Achievement sponsors and laureates, and the Junior Achievers in attendance played various roles in the evening’s events.

The Results Records were set and the final one was in May 2008 with a sold out event and 750 guests in attendance. The amount of sponsorship secured generously topped out previous years and the fundraising total exceeded all earlier records and expectations.

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

B R A N D I N G

/branding Applecore has developed over 100 logos in 10 years. Most organizations struggle with brand issues at every stage, so Applecore helps them understand the elements that need to be considered when endeavoring to build a strong brand identity.

GROUPE CONSULTATIF

SUR LES STOCKS DE

POISSONS CHEVAUCHANTS

INSURANCE

Creativity. Strategy. Technology.

COMMERCIAL

FINANCIAL

Applecore Interactive www.applecore.ca

B R A N D I N G

HUMBER VALLEY RESORT N E W F O U N D L A N D

C A N A D A

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

B R A N D I N G

MDcme.ca Credible. Accessible. Flexible.

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

B R A N D I N G

WRDC

EDUCATIONAL

RESOURCE CENTRE

Applecore Interactive www.applecore.ca

Creativity. Strategy. Technology.

R E F E R E N C E S

/references

“This is very exciting…a good solution to accommodate our concerns. This is really working for me – Great work.” Dawn Dalley, Newfoundland and Labrador Hydro

Maxxim Vacations

Newfoundland and Labrador Hydro

Judy Sparkes-Giannou, President Suite 200, 251 Empire Ave St. John’s, NL A1C 3H9 Tel: (709) 754-6666 Fax: (709) 754-8780 E-mail: jsparkes@maxximvacations.com

Dawn Dalley, Manager Corporate Communications & Shareholder Relations Hydro Place, 4th Level 500 Columbus Drive P.O. Box 12400 St. John’s, NL A1B 4K7 Tel: (709) 737-1315 Fax: (709) 737-1782 E-mail: ddalley@nlh.nl.ca

Department of Tourism, Culture and Recreation Andrea Peddle, Manager, Advertising and Communications P.O. Box 8700 St. John's, NL A1B 4J6 Tel: (709) 729-2831 Fax: (709)729-0057 E-mail: apeddle@gov.nl.ca

Creativity. Strategy. Technology.

Applecore Interactive www.applecore.ca

Suite 202, Caledonia Place 40 Quidi Vidi Road St. Johnâ&#x20AC;&#x2122;s, NL A1A 1C1 Canada Tel: (709) 753-3652 Fax: (709) 753-3687 www.applecore.ca Creativity. Strategy. Technology.