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.
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