Perspectives

DFATD - Invest in Canada

 

Coherent Marketing provided specialist services to GDP Global for a contract to the Canadian Government's Department of Foreign Affairs, Trade and Development (DFATD) to review and make recommendations to improve direct foreign investment in Canada. The centerpiece of their marketing is a biennially-produced flagship publication, a coffee-table print document running to more than 70 pages. Coherent Marketing offered recommendations on how the DFATD could make their digital marketing more effective, using the publication as a point of departure. Because digital marketing is delivered online, we looked at a range of factors that included:

  • Web delivery of the document, which is PDF-based
  • The Invest in Canada website
  • Online approaches by competitor countries and U.S. states
  • Process and workflow implications for producing content, including the current print document versus digital, online content

 

Our recommendations were wide-ranging and included changes to design, use of media, workflow processes, partnering for improved content development, and ensuring capacity existed to sustain up-to-date digital content development and delivery.

 

The recommendations were well-received and are under consideration for implementation by the Canadian government.

 

Details
Category: Projects
Published:
Hits: 8873
Subscribe
Show comment form

From Our Blog

  • Skype's demise creates new method of spoofing and malware - malicious Microsoft Teams invites

    The demise of Skype and people switching to Microsoft Teams is producing a new wave of socially-engineered malicious activity using spoofed email meeting requests, some with attachments.

    Now that Skype has Skype has been retired by Microsoft, people who once used the voice and video platform for meetings have been told to switch to Microsoft Teams.  So instead of seeing a message notification in Skype, it is now much more common to see in your inbox a calendar notification email with time blocked out tentatively on your calendar.  Because meetings often require associated subject matter for the meeting, attachments and links are also quite typical. 

    It is both this increased frequency post-Skype, and the normality of having attachments for meetings that make them an ideal vector for malicious activity - something that is being exploited as the switchover from Skype happens. 

    Read more …

  • Ten years of working with the African Leadership Institute

    In this industry, clients often hire for a project, and when the project is done, that’s the end of the relationship. Projects can last a few weeks or months, and then it’s turned over. It’s seldom that clients develop the trust and a working relationship that lasts a decade, but it’s a milestone that’s been accomplished at Coherent Marketing.

    In 2013, the African Leadership Institute wanted to transition from a web 1.0 site to something that would better reflect the work they did in developing the next generation of world-class African leaders through their flagship programme, the Archbishop Tutu Leadership Fellowship.

    Read more …

  • Falling foul of copyright ambulance chasers

    When selecting a vendor to provide website development or digital communications, make sure that they provide services that prevent your organisation from legal action due to possible copyright infringement. More importantly, your vendor should help your organisation put in place processes to ensure you manage images and music, understand digital rights and licenses, and save the licenses for images you use.  This is true for digital content used on your website or in social media posts.  Choosing a vendor just because they had a really, really low price to produce your website - but expose you to copyright claims - becomes a quick method to discover that you get what you pay for.

    Artificial Intelligence (AI) now makes it easier for copyright trolls to threaten organisations for use of an image they have used online. Here's how to avoid that.

    Read more …