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The latest video production, creative development, and marketing news regarding Nordic Media

Nordic Media > creative agency

About Lace Up

Bryan Gouthro and Gordon McTavish are both successful business pioneers who have had strong careers in retail and manufacturing starting out from Edmonton and expanding globally. Bryan has been a partner and franchiser of the Brick and has excelled at turning new customers into lifelong customers.  Gordon (along with his two sons Kevin and Jeff) is a partner of Drader manufacturing and has a keen eye for supreme quality molding and plastics manufacturing.   

After many years of running successful businesses, these two entrepreneurs approached us with a brilliant idea for developing a lacing stool. A stool that could be used by anyone. Any age, any size, any mobility.

Group meeting at the Nordic studio.

Market Testing / Focus Groups

Originally, we started with the early prototypes from the 3d printed moulds.  We wanted to show the product to a focus group and have them give us feedback and input on what could be done to improve the original design.  This was highly effective, offering our team valuable insight on use, colours, design, pricing, and other important parameters.  This allowed our team to suggest alternations and improvements, before continuing. 

Post product testing, we created our scope and developed a marketing guide complete with consumer profiles, strategies, and early campaign ideas. After this process the team decided on four beautiful colours and also features a skate slot, so all athletes can use to tie their sneakers, cleats or skates. We had a blast time launching their campaign over Christmas, and seeing people buy and enjoy the product.

 

Focus group participants trying Lace Up.

Creating the Brand

We built the brand from scratch, coming up with the brand name and crafting an identity to imply “lacing”.  We also wanted to design an impressive brand that showcased the 

values of leading an active lifestyle.  By choosing a red brand colour, it helps showcase the vitality of the product.  Additionally we designed the retail box for the product and sourced the best price and quality available, along with the instructions.    

 

Marketing the Product

We developed creative entitled “So… My Parents Retired” which showcased the product as a gift for people with senior family & friends (ie. parents / grandparents).  This included developing the scripts, storyboard, casting the actors, and undertaking the video production required to execute a very funny and interesting commercial.  When marketing on social media, it is very important to have advertising that is as fun as it is informative.  We felt this commercial has an excellent balance. 

Developing an eCommerce Website

Nordic is proud to have built Lace Up’s eye catching and relevant website.It features an impressive landing page designed for high-impact conversion along with an internal eCommerce shopping cart along with full Amazon integration.  We facilitated the account setup and fulfilment through Amazon Prime’s FBA systems for our client.   

Graphic Design & Commercial Photography

This website also boasts gorgeous photos from our commercial photography team and custom graphics and animations from our in-house graphic design team. We have had such an incredible time partnering up with Gordon, Bryan, and the team at Lace Up developing and launching this product. Together, we are looking forward to achieving more goals, generating more sales and launching a new video advertisement. The team is Lacing Up for a very exciting and productive new year.

Christmas campaign ad.

About Nordic Media

We are a full digital marketing agency located in Edmonton. We believe in providing our clients with excellent video production and powerful marketing campaigns.

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About Raised Right

Raised Right pet food company offers human-grade pet food for dogs and cats, giving pet owners across the United States “Peace of Mind With Every Bite.” They are a family owned business with manufacturing in the United States and HQ in New York.  It has been awesome getting to know and working with Braeden, Mary-Anne, and Larry Ruud along with their business partner Adam Jacobson.  The Ruud’s have been lifelong ranchers, showing incredible care and appreciation for their livestock and their ranching profession.

You can check out Raised Right and their healthy and delicious dog and cat foods at www.RaisedRightPets.com

 

Marketing An Honest & Caring Brand

When we first got started with the Ruud family, we could see clearly they had a passion for pet health and safety.  Their goal was to make human-grade and delicious pet food that would truly give pet owners a peace of mind guarantee. That what they were feeding their pets was formulated to be nutritious and safe.  Every batch of their pet food is lab safety tested, with results posted regularly on their website; they also have an ingredients map on their website showing where each ingredient is sourced from.  Raised Right partnered with industry veteran, Dr. Karen Becker, who is a relentless champion and advocate for pet welfare, nutrition, and ethics within the pet food industry.

Our team worked creatively to help build and solidify the integrity and care of the Raised Right brand.  When you have fantastic clients who believe in the good of their product, it makes our job as marketers that much easier.  We showcase the philosophy and “why” of the product as much as we do the food itself.  We believe customers who can identify and build trust with an organization through their messaging and visual elements, goes a long way towards meeting sales goals.

Our team developed a wide range of creative products that we are very proud of!  Here are some of the things we built from the ground up for Raised Right.

 

Creative & Design

Our team of writers, graphic designers, and producers delved into the core of Raised Right to help formulate the best possible marketing, creative, and video production strategies that would give them an edge in the human grade pet food market.  We consulted at every stage of the project, from packaging to messaging.  We wanted to be sure that every element matched upon completion.

 

Web Development

We wanted the unique message of Raised Right’s philosophy to be clear on the website.  We designed a website that our team is very proud of.  It is a good mix of information and visual confirmation around each of the product differentiators.

 

 

Raised Right’s unique sales structure required a custom eCommerce solution.  Our team worked through the difficult logistical requirements around the product: it is cold shipped from the warehouse to doorsteps in insulated boxes. We developed a pet food “Meal Calculator” that allows the customer to input parameters of their pet and then it outputs a recurring meal plan and subscription that coincides with our shipping and logistical windows.  The calculator also prompts the customer for weight and lifestyle information to calculate an optimal daily calorie intake for the pet to maintain, lose, or gain weight.

 

Video Production & Creative

We worked through several treatment ideas surrounding for two main videos we developed, produced, filmed, and edited.  The storyboard and scripts go a long way to help the client understand and visualize exactly how the commercials will look/feel once completed.  We creatively wrote two original scripts for “All Dogs Go to Heaven” commercial and the “Our Story” overview video.

The first video was the main advertisement piece for Raised Right entitled “All Dogs Do Go To Heaven.”  This was a hilarious and thoughtful video that both entertained and informed customers about the Raised Right products.  To properly execute this commercial our team had to do significant planning: from casting the right dog and cat to finding the right location, to scheduling, and voiceover (thank you to the 40+ dogs and cats that came and auditioned for the commercial + their owners).  I don’t think we’ve ever had so much fun casting for a commercial!

 

Molly (left) and Kitty Mojito (right)

 

Being on set is a blast, but working with animals can be a difficult challenge.  By having the owners (who were professional trainers) on set to wrangle the animals helped to ensure our crew was on-time and on-budget on set.  Yes… Our director did get on his hands and knees several times to coax the animals for certain shots.  We filmed these commercials in and around Edmonton, Alberta.

 

 

Marketing & Advertising

Here is the final commercial for “All Dogs Go To Heaven” filmed in 4K RAW HDR.  At the time of this post, the video has over 217,000 views on Facebook.

Here is the final video for the overview video, used primarily on the website to assist customer conversions.  It is entitled “Our Story.”

 

 

We also developed several re-targeting and re-conversion image ads for customers who have invested time in learning and interacting with our product but still have not converted.

 

 

The campaign is currently running on digital advertising streams such as Google AdWords, Facebook, YouTube, and Instagram.

About Nordic Media

Nordic Media is a marketing agency in Edmonton, Alberta that focuses on the A to Z needs of our clients and provides in-house production and creative services.  We cater to a wide range of clients in Edmonton, Calgary, Alberta, United States, and beyond. For more information on how Nordic Media can help meet your marketing and advertising needs, contact us.

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