The Beer Store
PROJECT
Content development
GOAL
Refresh the tone of The Beer Store’s B2C communications as part of its summer 2019 campaign and accompanying website relaunch. TBS also wanted to build up a bank of online content to fuel its email engagement and begin its SEO and SEM strategy.
ACTION
Tavanberg created a summer content calendar designed to pair with the existing “124 days of summer” campaign while fulfilling content-first needs. New articles were posted weekly and promoted in the regular customer e-newsletter and on social channels. We also updated the tone of voice on TBS social channels and newsletters to better align with their target customers. The relationship continues, with Tavanberg creating articles, graphics, recipes, videos and social content for TBS seasonal campaigns.
The Walrus
PROJECT
Canadian Heritage advertorial section
GOAL
Excite and educate the magazine's audience about the 100th anniversary of national women’s suffrage.
ACTION
Working with a four-week timeline, we assembled a team of diverse writers and illustrators to create an editorial package that delved into the subject from multiple angles. The full package was published in the print magazine as well as online in both official languages. The dynamic and multilayered supplement delighted readers and ignited interest from other potential clients of The Walrus. We have also created advertorial sections for brands including Visit Jordan, the Canadian Canoe Museum and Evergreen.
United Way Greater Toronto
PROJECT
LocalLove.ca brand and website launch
GOAL
Launch a stand-alone editorial brand aimed at showcasing good-news stories in Toronto and the GTA, from summer lunch programs for underprivileged kids to activists making city parks more accessible to deep dives into community issues.
ACTION
In partnership with United Way's internal content team, we developed the Local Love brand and launched the site in spring 2018, then published new content multiple times per week and managed the editorial process from ideation to production. Content was created both for its inherent value and to help reach traffic-driving goals via SEO and SMM.
At the 2019 Content Marketing Awards, Local Love was a finalist for Best Nonprofit Publication. The story “How one Ontario woman escaped her abusive husband” won gold for Best Feature, Digital, and “Land acknowledgements: Uncovering an oral history of Tkaronto” was a finalist for Best Topic-Specific Video. “What are land acknowledgements and why do they matter?” was a finalist for Best Feature, Digital, and was also nominated for a national Digital Publishing Award.
M&M Food Market
PROJECT
Social media content development
GOAL
As part of its rebrand from M&M Meat Shops, M&M Food Market wanted to boost its always-on social presence to showcase its wide range of offerings to Canadian consumers both during and between campaigns.
ACTION
Since January 2018, Tavanberg has been creating a monthly social media calendar oriented around the brand’s best existing photography, with the goal of grabbing people’s attention via delicious-looking food, and then informing them about store offerings. We create and post all content in French and English, and manage contests and paid promotion. Senior management has been thrilled with the fresher, more modern look of M&M’s social feeds. In the first year, Instagram followers grew by more than 600 percent, and engagement has risen on all platforms.
Goodside / RBC Ventures
PROJECT
Blog and product launch
GOAL
Build a library of engaging, thought-provoking long-form content to draw in an audience for new carbon footprint–tracking platform Goodside.
ACTION
The Goodside team needed quality content to promote their new app. We brought together a team of skilled editors and writers to ideate and create search-engine optimized articles and ebooks on topics related to climate change and environmental sustainability. The Goodside website and Good News blog launched in April 2021 and we continue to support the team with new content creation.
Sobeys
PROJECT
Seasonal magazine
GOAL
Engage and inspire customers during tentpole seasonal campaigns by launching a magazine that integrated product and editorial.
ACTION
We conceived an editorial and design strategy, and then managed designers, writers, photographers and stylists to develop and launch a quarterly publication with distinct print and digital versions. Each issue featured hundreds of products and required 11 different versions, which were distributed across the country in two languages and under multiple banners, including Safeway and Foodland.
Sobeys
PROJECT
Instagram Stories launch
GOAL
Launch the Sobeys and Safeway brands on Instagram Stories in a way that would grab customers’ attention while promoting key product initiatives.
ACTION
We started with a competitive analysis of how other national and global brands were approaching the platform, and then shifted into a strategy focus that identified opportunities and best practices. The result was Stories that garnered reach and engagement numbers that far exceeded those of Instagram feed posts, making this a valuable tool to get the brands in front of customers organically.
United Way Greater Toronto
PROJECT
It Looks Like Me, 2017
GOAL
Boost United Way’s largest-ever annual national fundraising campaign with authentic client stories and engaging social content.
ACTION
We liaised with multiple stakeholders within the organization to create more than 200 pieces of content, which were promoted by six national United Way partners during the four-month campaign. The Tavanberg team interviewed and profiled donors and clients across the country, wrote reported blog posts and developed social content (copy, graphics and images). The campaign was deemed so successful that it was repeated in 2018 — with Tavanberg again leading editorial strategy and production.
Moneris Solutions
PROJECT
Newsletter development
GOAL
Improve e-newsletter content in order to boost engagement metrics.
ACTION
Moneris relies on its e-newsletter to communicate effectively with many of its small-business customers. After a thorough audit of the existing newsletter format and content, Tavanberg developed and wrote new articles and subject lines according to the brand’s editorial calendar. This new content resulted in increased open and click-through rates, as well as more time spent reading articles.
