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IMPRESSIVE SOCIAL MEDIA RESULTS FOR ST-DENIS THOMPSON

Leader in the field of building restoration, St-Denis Thompson wanted to optimize its online presence. The Montreal company has decided to entrust the mandate of the management of all its social media to the agency H2O communication. Since then, the company’s social media has grown significantly!

As part of this mandate, H2O conducted an analysis to develop a comprehensive strategy for the company’s social medias. Specifically, the web objectives were to increase the frequency of publication, increase the number of subscribers and the engagement on the social platforms.

The social media strategy created by H2O communication made it possible to determine what types of content had to be published on the different platforms in order to reach and interest the target. Then, the agency created a detailed editorial calendar with content adapted to every web platform.

The agency has also optimized the configuration of all pages of the company on social media so that they are in synergy with the brand image. Then, all publications were created to highlight the expertise and achievements of the company St-Denis Thompson, while developing the employer brand.

Of course, H2O has also put in place an action plan for community management. In fact, H2O communication has allowed St-Denis Thompson to interact more with the members of its web community and strengthen its leadership position in the industry.

The implementation of the social media strategy created by H2O communication allowed St-Denis Thompson to quickly achieve impressive results. After only three months, St-Denis Thompson has almost doubled its engagement rate across all of its social medias. In addition, the company saw a 37% increase in Facebook subscribers and a 10% increase in LinkedIn subscribers.

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WHY CHANGE YOUR LOGO ?

The logo is an important part of a company’s brand image. Indeed, the logo is often the first contact with the consumer. From this perspective, the logo of a company must be professional, evocative and memorable. However, over time, it is sometimes necessary for a company to evolve its logo. Here are some reasons motivating the evolution of a logo.

 

Branding refresh

It may be relevant to change the logo when it becomes old and outdated. Consumers associate the quality of a company’s products and services with its brand image, and therefore with its logo. If the logo is obsolete, then it is likely that the potential customer can think that the offer is obsolete. Thus, it is wise to think about changing your logo approximately every ten years. Nevertheless, it is important to keep certain benchmarks and not to completely transform the logo so that the customer can always identify the brand.

 

A timeless logo

Refreshing your logo too often, however, has a cost! Therefore it is preferable to go for a timeless logo and not an ultra trendy one. It will age less quickly and it will also allow the company to distinguish itself from its competitors. A limited number of colors and a readable font will favor the timelessness of the logo. A sleek logo will also be easily transposable on many media such as business cards, a website, packaging or promotional items.

 

Internal change

A drastic change in the logo can also be made to mark the new strategy on the part of the company. Whether it’s a business merger or a new target, this branding evolution may be necessary to display the new corporate identity. As part of the founder’s retirement, an evolution of the logo may also be relevant to update the image of the company while maintaining the reputation acquired over the years. This branding modernization will also allow the logo to be adapted to new communication tools such as social medias.

 

In the end, several reasons can justify the evolution of a logo. Generally, a well-built logo can remain effective for at least ten years. In addition, a well-made logo must remain legible, regardless of its size. It must also be adapted to all formats and marketing media.

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FULGURANT GROWTH FOR LUNETTERIE BÉLAND

Founded in 1994, Lunetterie Béland quickly became one of Canada’s leading eyewear suppliers for the Canadian Armed Forces. A growing business, Lunetterie Béland now has 17 branches open to the general public and serving a large part of Quebec as well as a branch in New Brunswick.

 

Looking to enhance its online presence and reinforce its notoriety, Lunetterie Béland has given the mandate to manage all of its social media to H2O communication. As part of this mandate, the agency first conducted an analysis to develop a strategy for the company’s social media. Specifically, the web objectives were to increase the frequency of publication, increase the number of subscribers and the engagement rate.

 

After analyzing the situation, H2O communication developed a web strategy to determine which were the best platforms to reach the target clientele. Then, the agency created a detailed editorial calendar with content adapted to each social media. Obviously, the content is in perfect synergy with the brand image created for Lunetterie Béland by H2O communication as part of a previous mandate. H2O has also put in place an action plan for community management. Indeed, H2O communication has allowed Lunetterie Béland to interact more with the members of its web community while reinforcing its brand image.

 

The implementation of the social media strategy created by H2O communication has allowed Lunetterie Béland to quickly achieve its objectives and even surpass them. In less than six months, Lunetterie Béland has experienced a 121% increase in its new monthly subscribers. In addition, the engagement rate on the social media of Lunetterie Béland has practically doubled. Furthermore, social media campaigns also generated in-store traffic. In short, this is a great for the social media of Lunetterie Béland.

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GRAPHIC DESIGN INTERN

H2O communication has chosen Miss Marie Hug for a graphic design internship. Marie comes from France and is completing a five months interniship, which is part of her third year at the Institut supérieur de communication et publicitéof Strasbourg. Moreover, our interne is currently preparing a Master in Marketing & Advertising.

 

As part of her internship in graphic design, Marie takes part in various activities of the agency such as creative meeting. She also participates in exercises to create various communication tools such as advertising media, newsletters, web publications, etc.

 

Marie submitted her internship application to H2O communication because she greatly appreciated the diversity of the agency’s portfolio. As an integrated agency, H2O Communication creates branding, advertising, site creation, social media and other mandates. In addition, the agency works regularly with medium and large companies working in various fields. Thus, during her internship, Marie was able to observe and take part in mandates touching all the spheres of communications, and this, for diversified companies.

 

After several months of internship, Marie believes she has acquired new skills that will be very useful in her future career. In addition to the new technical skills acquired, Marie is happy to have improved her speed of execution.

 

H2O communication wishes Marie a good continuation of her internship.

 

Moreover, H2O communication takes the opportunity to remind all local and international candidates that we receive many requests submitted several months in advance for internships in creation, marketing and communication. As the positions are limited, the interns we choose stand out for their enthusiasm, motivation and determination. As passionate about the field, H2O communication makes it a point to welcome and contribute to the training of the next generation.

 

Good luck to all of you!

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5 TIPS FOR A TIMELESS WEBSITE

Regardless of the domain, be it B2B or B2C, almost all consumers search the web before making a purchase decision. Thus, the online presence of a company directly influences the decision to purchase potential customers, hence the importance of having an efficient and professional website. Given its marketing role and the investment that its creation represents, a website must be able to continue, despite the rapid and constant evolution of the web. Thus, H2O communication offers you five tips to have a timeless website, both in terms of design and programming.

 

Opt for a sleek and simple design

In webdesign, the key to elegance and efficiency is often simplicity. In addition to project a professional and effective brand image, a sleek design influences the timelessness of a website. For example, a website whose design includes one or two columns with a large banner photo tends to age well. On the contrary, a complex design with multiple columns, animations and widgets undermines the legibility of the site and tend to age a site prematurely.

 

Avoid sticking to trends

It can be tempting to design a website based on current trends. Nevertheless, in the long run this choice is rarely paying off. On the one hand, sticking to much to a trend, the website may seem out of date more quickly. On the other hand, a website whose design sticks on the trends does not stand out from the competition. Take the example of the parallax effect which allows the displacement of images arranged under different layers. The images move according to the movements of the cursor. When putting this effect online on WordPress, countless sites have been programmed with this effect. However, now that the parallax effect is out of fashion, the sites programmed according to this theme seem obsolete.

 

Create a site for visitors

For a site to be timeless, design and programming must be designed for the visitor. Specifically, a person visiting a website often searches for specific information. The visitor must have access to this information easily and quickly. The structure, organization and design of the website must be clear. For example, a clear and fully accessible menu in the header of the site will be preferable to a long drop-down menu. With this in mind, pop-ups, download animations, and the use of computer-based hamburger menus hurt the user experience. As a result, these elements affect the lifespan because to remain timeless a website must be adapted to visitors.

 

 

Make updates

To avoid premature aging of a website, it is important to make regular updates. Indeed, several companies make the mistake of abandoning their website after it is online. As a first step, programmatic updates are needed to improve website performance and reduce the risk of hacking. Then, updating the content of the site (ex: blog articles, photos, etc.) allows the site to evolve so that it stays on point.

 

 

Think about SEO

For a site to be timeless, it must absolutely be referenced. Thus, in addition to including keywords, the design and programming of the site must take into account SEO techniques. For example, the design should not weigh down the site. The use of videos and animation is bad for the website’s SEO. Design as well as programming must allow the webite to be responsive since non-responsive sites are no longer referenced by Google.

 

In the end, several elements contribute to the creation and programming of a timeless website. By moving from a sleek and simple design to SEO strategy, we must remember that a well thought out and well designed website remains effective and professional despite the passing years.

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PROMOTIONAL CAMPAIGN FOR CAISSE DESJARDINS DU RÉSEAU DE LA SANTÉ

The H2O communication agency was recently given the mandate to create various promotional materials for Desjardins. Specifically, these communication tools were intended for the Caisse Desjardins du Réseau de la Santé, a unit dedicated to health entrepreneurs and health professionals. The mission of  Caisse Desjardins du Réseau de la Santé is to provide their members with personalized services and support by expert advisors and a Health Team dedicated to health entrepreneurs (clinics, laboratories, etc.).

 

It is to appeal to this entrepreneurial clientele at conferences and conventions that the Caisse has mandated H2O for the creation of communication tools. They wanted to present their Health Team in a way that is credible and aimed at health entrepreneurs. It is with this in mind that H2O communication has created two roll-ups for the Caisse Desjardins du Réseau de la Santé.

 

Obviously, the set of communication tools created had to be in harmony with the general brand image of the Caisse Desjardins du Réseau de la Santé, while highlighting the human and relational aspect proposed by the Health Team. The tools created should therefore inspire confidence for the Caisse’s potential clients and clearly set out the missions of the program.

 

Thus, H2O communication has taken over the corporate colors of the Caisse, different shades of blue, and integrated them into a sleek visual content. H2O communication has also written an explicit and striking slogan for the support program: The Health Team optimizes your business projects. Obviously, this slogan was affixed in large print on the roll-ups to evoke the mission of the Caisse Desjardins du Réseau de la Santé.

 

In the end, the design created for the roll-ups fits perfectly with the brand image of the Caisse Desjardins du the Réseau de la Santé, and represents the mission and the various services of the support program.

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CONTENT STRATEGY

Content strategy  : more relevant than ever

Why rely on a content strategy as part of a global marketing strategy? The answers are multiple, and differ according to the companies. First of all, it is important to specify what a content strategy is.

 

What is a content strategy?

A content strategy is the organization of the different contents offered by a brand or company to its target audience through various communication channels.

 

A content strategy can include writing newsletters (e-mailing), posting on a professional blog, managing a web community, publishing on the brand’s social networks, creating and updating a website, setting up an editorial line or branding, as well as making promotional films. Obviously, for a content strategy to be effective, all proposed content must be in perfect symbiosis with each other while being adapted to the various communication channels.

 

Establishing a content strategy is first of all about highlighting the expertise and know-how of a company or brand. However, it is essential to differentiate traditional advertising from a content strategy. On the one hand, traditional advertising has the direct objective of selling a product or service and is often called “hard sell”. The content strategy, on the other hand, uses more subtle sales messages. As it does not call directly for purchase, the content strategy can be described as “soft sell”. In short, the content strategy allows the brand to position itself as an advisor or expert, and not just as a seller.

 

The main advantage of a content strategy is that it often generates a better long-term commitment to the brand. Indeed, when current and potential customers of a brand appreciate the content offered by it, they commit themselves on a regular and longer-term basis. In addition, this type of strategy also allows the optimization of organic referencing as the content offered on the website naturally includes keywords.

 

How to establish a content strategy?

As mentioned above, a content strategy consists of elements in different types of forms. It is important to select them carefully by addressing issues specific to the company or brand.

 

First of all, a perfect knowledge of the brand’s offer is essential to be able to implement a strategy that is distinctive from that of the competition.

 

At the same time, identifying your target audience and identifying your needs is an essential step in developing a content strategy. It is important to adapt it to its target audience, as well as to the publication platform. An optimal content strategy should not systematically push the target audience to buy immediately. Instead, it should enable the brand to position itself as an expert by offering content and advice that engages and builds loyalty among the target audience.

 

Finally, it is necessary to determine the content to be offered on the various communication media, as well as the frequency of publication. An editorial calendar should be put in place to prioritize and organize publications over time.

 

In short, content strategy is one of the fundamental elements of a company’s or brand’s marketing strategy. It increases awareness and interaction with customers, strengthens brand image and asserts its online presence. Entrepreneurs are therefore strongly encouraged to focus on an effective content strategy that is adapted to their offer and target audience.

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MARKETING TOOLS FOR FEDERAL STEEL

For more than 60 years, Federal Steel has specialized in the products and services sector related to the optimization of workspaces. As a leader in its field, Federal Steel is both an advisor and a reliable consultant who adapts to all needs.

 

The objective of Federal Steel was to increase its reputation and modernize its image. The company also wanted to rework its communication, to better inform its current customers, but also to reach a new potential customer base.

 

Therefore, Federal Steel has entrusted the H2O Communication agency with the mission of creating and producing various communication tools such as its newsletters, brochure, catalogue, etc.

 

First, with the newsletters, H2O Communication has developed a full email marketing strategy to create content that is relevant and appropriate for Federal Steel’s customers. Specifically, the web objectives were to increase the rate of newsletter opening, increase the frequency of publication, increase traffic to the website and to the company’s social media.

 

After completing the email marketing strategy, H2O Communication designed an editorial calendar to determine what types of content would be of interest to current and potential Federal Steel customers. Then, the agency created stimulating and varied newsletters, both in form and content. In addition, H2O has integrated numerous hyperlinks in each newsletter to increase traffic to the website and social media. The newsletters created by H2O Communication are in perfect synergy with the Federal Steel brand image.  Of course, if each newsletter fits perfectly into the brand image, the design changes in order to attract the reader’s attention and tickle his curiosity.

 

The implementation and application of the email marketing strategy has enabled Federal Steel to achieve its objectives. Indeed, on average, the opening rate of Federal Steel newsletters is 14.5% higher than in industry.

 

Then, with regard to the brochure and catalogue, H2O communication used the corporate colours of Acier Fédéral to create communication tools that reflect its image. The agency has also included clear and distinct sections presenting the Federal Steel offer. The functions of the various space optimization solutions are detailed, as well as the various options and choices available to the customer. Thanks to these new promotional materials, regular and potential Federal Steel customers are aware of the entire range of products and services offered by the company.

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BRANDING & VALUE OF A COMPANY

Regardless of the field of expertise or the size of a company, it is essential to adopt an effective and distinctive branding strategy. In addition to increasing the company’s reputation and better promoting its products and/or services, an optimized and up-to-date branding increases the company’s value. Moreover, from the perspective of selling a company, branding is a considerable asset that increases the value of the company for several reasons.

 

First, it must be taken into consideration that the brand is often the main capital of a company. When the brand enjoys a high level of notoriety and is strongly established in its market, the company is much more efficient. Indeed, customer support is a significant strength that ensures the success of the brand’s daily activities and future projects. This customer support is largely achieved through an effective branding strategy! Apple, for example, knows full well that the launch of each of its new products will be a success. The company can count on a credible and highly developed brand image to boost its sales, increase its reputation and contribute to its influence. As a result, a company with a strong and memorable brand image is much more attractive to potential buyers.

 

In addition, in the case of a business sale, it has much more value if the company has a strong and distinctive brand image, as it will not be necessary for buyers to invest funds in the evolution of branding. The branding status of a company therefore plays a major role in the context of a takeover, or even a merger with another company: this represents a real added value. When selling a business, it is possible to compare branding to real estate. For example, a modern and completely renovated home has much more value on the market than a property that requires major renovation investments.  This house will therefore inevitably be sold at a higher price. The same applies to a company with a professional and refreshed branding.

 

In short, branding represents a considerable and essential added value for a company. In addition to increasing awareness, performance and sales, an effective brand image greatly increases a company’s value. As owners who renovate their homes to maintain it and even increase its value, entrepreneurs have an interest in investing in creating an effective brand image for their business.

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WRITING INTERN

H2O communication recently welcomed Jeanne Fornari, a new intern from France. She is doing her internship in writing and translation at the agency. As part of her internship and under our supervison, Jeanne writes web and print content. She also translates various media such as articles, newsletters and brochures.

 

Eager to discover new horizons, our new intern chose Canada and more specifically Montreal for its dynamism, its lifestyle, and its cultural diversity. She chose H2O communication for the realization of her internship, motivated by a dynamic and creative agency.

 

Jeanne finishes her studies in foreign languages in Nancy, at the University of Lorraine, and carries out this internship for a period of three months. Her goal is to improve her writing skills and further improve her English. This end-of-study internship is also an opportunity to put into practice the teachings received during her university courses, such as communication, translation, or even marketing.

 

After a month and a half of internship, Jeanne is already more comfortable with writing and is starting to find her own style. She appreciates the varied work entrusted to her as well as the versatility required by the agency. She was able to be integrated into the agency’s creative activities, by participating in name researches and attending internal meetings.

 

Jeanne also notes improvements in her translations, and is happy to be able to conclude her foreign languages studies with an enriching internship that is perfectly integrated into the work world, confident that this experience will be valuable for her future hires.

 

The results of her mid-term internship are therefore very positive for her! We wish her a good continuation of internship.