ITHQ

THE INSTITUT DE TOURISME ET D’HÔTELLERIE DU QUÉBEC (ITHQ)

Awareness Campaign

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

DESCRIPTION

The ITHQ is a world-class institution and is the only school in Canada that provided secondary-level, college-level, university-level, and continuing education. It is an institution specializing in professional training related to tourism, hotel management, and restaurant management with over 50 years of expertise.

The challenge

The ITHQ faces several challenges, namely to promote an industry among young people who see it as a posh environment with few career opportunities. The management programs (hotel management, catering management, and tourism management) are amongst the most affected.

In addition, despite its strong international notoriety, it remains difficult to reach young people aged 16 to 22, especially through advertisements. Millennials trust advertising content less than other generations and are experts at filtering it.

So how do we effectively reach millennials while changing the negative perception of the school’s management programs?

OBJECTIVES

Beyond increasing the number of candidates for the ITHQ, we had an important objective of educating millennials. We had to:

  1. Bring a playful aspect to the school

  2. Give young people the opportunity to project themselves at the ITHQ

  3. Sell the advantages of a field often shunned by young people

SOLUTIONS

To break these myths and reach their target, it was crucial for the ITHQ, a para-governmental organization, to diversify their messages, often very classic, by bringing a playful and authentic aspect.

So, we opted for an interactive campaign that featured graduates of the school, broadcasting it on emerging platforms such as Tik Tok and Snapchat. This campaign took the format of a quiz addressing the issue of myths faced by the ITHQ and its management programs.

Videos were also developed to engage the audience, a format generally more catchy than banners which are often ignored by millennials (the phenomenon of ad blindness).

results

The results of the campaign were very satisfying, with a high engagement rate demonstrating the efficiency of the messages amongst the target audience.

Here are some highlights of this campaign:

  • Creation and management of the first commercial campaign on Tik Tok in Quebec (a social media platform very popular among the younger generation, with a very high engagement rate).

36 %

quiz completion rate

500 000

users reached on social media (Facebook, Snapchat, Tik Tok)

1.04 %

video view through rate on Tik Tok

Campagne de notoriété - ITHQ - Dialekta
Affiche pour la campagne de notoriété - Marketing - ITHQ - Dialekta

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BROKERS NETWORK

Brokers Network

Develop visibility at the national level

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

DESCRIPTION

Created by Secret Local, Brokers Network aims to simplify the online presence process for mortgage brokers across Canada. For this major challenge, Brokers Network commissioned Dialekta to develop an SEO strategy to stand out in a competitive environment.

The challenge

Brokers Network centralizes all mortgage brokers and creates a network across Canada facilitating the search for agents and the connection with future buyers or owners wishing to renew or refinance their mortgages. Faced with high competition in Canada, Brokers Network wants to stand out, improve its visibility on search engines and increase the number of leads from its website, without having to advertise.

OBJECTIVES

Dialekta has implemented a comprehensive SEO strategy and an action plan to meet the following 3 goals:

  1. Optimize the visibility and discoverability of the website, in particular its presence on local searches.

  2. Generate interest in increasing the number of visits to the website and the level of trafic quality.

  3. Increase conversions (making contact with mortgage brokers).

SOLUTIONS

Our SEO experts have implemented a three-level strategy to optimize the visibility of the site and its mortgage brokers:

Technical SEO

  • Performed a technical audit of the website to identify opportunities for improvement.
  • Improved accessibility of site pages for crawlers and users.
  • Resolved 404 errors and duplicated content to optimize the crawl of the site by robots.
  • Optimization of Javascripts and CSS files to speed up website loading time.
  • Creation of an automated dashboard on Data Studio in order to have visibility on business results in real time.

Local SEO

  • Optimization of the content of regional and city pages for local SEO.
  • Optimization of mortgage broker pages.
  • Work on internal linking and page depth in order to improve the accessibility of local pages.

Content SEO

  • Analysis of the competition and strategic keywords
  • Deploying a content strategy and helping to write content by incorporating relevant keywords.
  • Optimization of key pages by integrating frequently asked questions (FAQ) allowing them to rank on strategic interrogative queries.
  • Optimization of metadata to encourage clicks and increase visits.
  • Review the semantic structure of the pages to improve their understanding by crawlers and optimize their referencing.
  • Writing blog articles on the most popular topics.
  • Deployment of a new section to rank on requests related to brokerage companies.

RESULTS

The implementation of all the optimizations made it possible to meet the objectives with:
A considerable improvement in website visibility and an increase in organic traffic.
An improvement in the quality of organic traffic and an increase in the number of conversions.

x12

Visibility:
The website’s impression volume was multiplied by 12. The whole site gained 4 ranking points.

+320 %

Consideration:
+ 330% of recorded sessions and + 320% of new users on the site.

+45%

Traffic quality:
The actions made it possible to obtain a gain of + 45% of pages visited per session, which translates into a + 70% increase in session time.

+40%

Conversions:
The website receives 6 times more conversions which translates into a 40% increase in digital revenue.

These results allowed Brokers Network to make profitable SEO investments but also to reduce their dependence on paid media.

If you want to know more about our SEO support services, consult our SEO section, or contact one of our SEO experts directly.

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PLACE-DES-ARTS

Place des arts

SEO Strategy

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

DESCRIPTION

Located in Montreal, Place des Arts is currently the largest cultural and artistic complex in Canada. The organization understood the importance of investing in SEO, in order to be less dependent on paid media. Thus, Place des Arts contacted Dialekta to improve their SEO strategy and increase the visibility of their website on search engines.

The challenge

Internationally known as a cultural hub, Montreal is a very important asset to the Quebec culture. Hosting over a hundred festivals and public events every year, multiple competitors are putting efforts into natural referral to be on the top of results on search engines.

Hence, Place des Arts wanted to increase their organic traffic by optimizing sections of their website.

OBJECTIVES

Several objectives have been entrusted to Dialekta:

  1. Strengthen the brand image,

  2. Increase the visibility of the website and events,

  3. Increase the number of quality website visits and sales at their various events.

SOLUTIONS

Our SEO experts quickly identified opportunities in terms of technical improvements and content creation to optimize the visibility and improve the general customer experience on the website.

Multiple tactics and strategies have been implemented :

  • Audit of the entire website to identify technical opportunities
  • Add structured data to help search engines better interpret and reference the site’s content
  • Creation of a content strategy and content writing guidelines for the “Events” and “Shows” pages by adding relevant keywords and improving page structure
  • Optimized the FAQ section to make it easier for users to experience and navigate, as well as to increase our chances of appearing in Position Zero on Google.
  • General improvement of the pages loading time
  • Optimization of the loading time of the pages of the site
  • Creation of an automated dashboard (Data Studio) to monitor performance in real time

results

In only a year, the results generated were extremely positive. We observed a high increase in organic traffic. Not only Place des Arts was able to save money by using SEO tactics instead of spending their budget on paid media, but the quality of the website traffic was also improved, with higher engagement metrics and conversion rates.

Here are the results obtained after a year :

+32 %

of sessions

+36 %

of new users on the website

+32 %

of gross sale coming from digital

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MULTI-PRETS MORTGAGES

MULTI-PRETS MORTGAGES

Optimizing digital marketing efforts

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

The challenge

With over 6,000 franchised brokers and nearly $44 billion in mortgage financing, Multi-Prêts Mortgages (MPH) is one of the largest mortgage brokerages in Canada—but managing that kind of success isn’t always easy.

Over the years, MPH’s uninterrupted expansion had led the company to create complex, roundabout solutions for managing its digital marketing. Due to the lack of a centralized strategy, some brokers were managing their marketing entirely independently.

The result? The head office and individual franchisees were creating duplicate strategies, and franchisees were pitted in unwitting competition against each other. Although the scenario was not financially disastrous, it did degrade the company’s image while causing administrative chaos!

A standardized and centralized technological solution was needed more than ever.

OBJECTIVES

To overcome the problem, MPH called on our team to deploy a solution that would optimize its digital marketing efforts. The objectives were to:

  1. Encourage franchisees to participate in a centralized marketing management service

  2. Create a flexible solution capable of supporting the marketing needs of more than 6,000 franchisees

  3. Simplify the entire management process for the parent company

  4. Demonstrate MPH’s commitment to innovation and continuous improvement

SOLUTIONS

Dialekta developed a flexible and centralized solution that allowed Multi-Prêts Mortgages franchisors to combine and share their prior digital marketing efforts. The solution consisted of three parts:

  1. A collaborative dashboard

  2. Centralized and standardized digital campaign management

  3. Franchisee management

Thanks to our efforts, MPH’s franchisees increased their revenues and market shares by collaborating instead of working independently from each other.

results

The numbers speak for themselves—as do the awards!

This project put Dialekta at the forefront of Canadian digital marketing. We won several awards and were recognized by Google in 2018 as one of the six most innovative agencies in the world.

1 285 %

A 1,285% increase in participation. ALL franchisees benefited from personalized and automated web campaigns designed with our agency’s expertise.

385 %

A 385% increase in campaign effectiveness. The centralized platform reduced management hours considerably!

65 %

A 65% reduction in cost per acquisition. By eliminating competition between franchisees, the cost per contact improved significantly.

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VRAK

VRAK

Brand Repositioning

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Challenge
Objectives
SOLUTIONS
Results

The challenge

For many years, VRAK, a Bell Media property, was the #1 television channel for children under the age of 14 in Quebec. But over time, this demographic started to lose interest in watching television.

VRAK decided to rebrand, focusing instead on audiences over the age of 13. The TV channel created a new brand image and began offering more programs aimed at millennials.

However, they had a major obstacle to overcome: VRAK’s new audience was notoriously suspicious of advertisers. Millennials trust ad content less than other generations do, and 30% of them use ad blockers. Their media habits also reflect this distrust: they spend most of their time on adless instant messaging apps and prefer free digital content.

So, how do you appeal to millennials while still generating ad income?

OBJECTIVES

To achieve this goal, VRAK called upon our expertise. We immediately developed a series of objectives:

  1. To develop content that entertains millennials while appealing to their interests and emotions

  2. To reach the audience organically by targeting the media on which they spend the most time

  3. And also to increase VRAK’s credibility by creating avenues for millennials to promote its content themselves.

SOLUTIONS

VRAK needed to convince its audience that the channel had grown up (just like them) and was no longer intended for children. We proposed the following tactics to achieve this feat:

  1. Deploy a unique media strategy based on content marketing

  2. Use millennial-friendly language to integrate seamlessly with their daily lives

  3. Develop new ad formats that appear wholly different from typical online advertisements

  4. Partner with five of the biggest millennial influencers in the community to produce videos featuring VRAK stars

  5. Promote the videos on platforms such as Snapchat, Instagram, and Facebook

  6. Sponsor articles on sites frequented by millennials

  7. Create VRAK-themed stickers for native integration on Facebook Messenger, iMessage, and WhatsApp keyboards

  8. Develop content featuring VRAK’s new presenters

Results

The numbers speak for themselves! After two weeks, we had already exceeded our own expectations.

225 000

The number of views for our influencer videos surpassed 225,000.

100 000

Our stickers were used more than 100,000 times.

20 000

The articles were viewed more than 20,000 times, with an average reading time of more than three minutes.

30 000

The VRAK site received more than 30,000 visits, with an average duration of more than two minutes per visit.

20 %

The view through rate was 20% on Facebook.

34 %

The view through rate was 34% on YouTube.

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DIALEKTA

DIALEKTA

Creating a unique strategy to promote our brand

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

The challenge

When it comes to innovation and programmatic advertising, we’re ranked among the country’s most respected marketing agencies. We got to where we are by refusing to sit on our laurels.

We operate in a continually changing industry dominated by international agencies. As a result, we must occasionally step back to rethink our strategies and determine how to demonstrate our value best.

To this end, our team developed a digital media strategy capable of taking us off the beaten track, increasing our notoriety, and exhibiting our know-how to the various players in the field.

Let’s see how the strategy paid off.

OBJECTIVES

With our brand awareness campaign, we wanted to meet two specific objectives:

  1. To demonstrate our superior abilities in programmatic advertising

  2. To create a unique strategy that would effectively promote our brand!

SOLUTIONS

We set up the most extensive programmatic advertising campaign ever carried out. It consisted of three stages:

  1. The creation of a fun online questionnaire (“Which advertiser are you?”), allowing us to collect concrete data on visitors to our site

  2. The development of an internal Data Management Platform (DMP) to manage and activate the data

  3. The establishment of an automated online platform capable of generating 23 million advertising variations based on user responses

With this strategy, we distinguished ourselves in a highly saturated market. The challenge was daunting—but incredibly rewarding.

RESULTS

The numbers speak for themselves!

4

For this landmark project, our agency won four awards and nominations at the regional, national, and international levels.

15 %

Our quiz engaged more than 15% of the Quebec advertising industry. We were able to gather vital data about the participants while simultaneously developing their awareness of our brand.

100 000

Our platform generated more than 100,000 variations of our messages and banners. Imagine a web banner that addresses you by name and adjusts to your preferences. Consider the possibilities!

14

During the month-long campaign, our click-through rate was 14 times higher than industry standards.

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FATBOY

FATBOY

Generating online sales

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CHALLENGE
OBJECTIVES
SOLUTIONS
RESULTS

THE CHALLENGE

Since launching more than 20 years ago, Fatboy has become the most iconic beanbag brand in the world. As the Netherlands-based business grew, its founders set their sights on developing an online distribution channel in Canada to strengthen their international presence and generate more sales.

Doing so would be no easy feat. As we all know, online retail is an extremely competitive market. More than 55% of product searches in North America take place on e-commerce sites such as Amazon—and everyone wants a piece of the pie.

In this climate, creating a dedicated website to sell your products simply doesn’t cut it. Moreover, shipping in Canada is expensive, especially for heavier items such as the Fatboy.

Thankfully, these problems had a straightforward solution: Fatboy became an Amazon vendor, handing off their distribution to the e-commerce behemoth.

However, in terms of generating online sales, there was still plenty of work to be done!

OBJECTIVES

To help Fatboy reach its goals, our agency determined two objectives:

  1. Increase online sales through a consistent, optimized advertising strategy

  2. Adapt advertising targeting to various media platforms

SOLUTIONS

To achieve these objectives, our agency determined and implemented a multi-pronged approach. It consisted of:

  1. Creating dynamic product flows

  2. Integrating product flows on Google Shopping and Facebook

  3. Launching a Pinterest advertising campaign

  4. Promoting multiple ad formats on Amazon that primarily targeted consumers in Western Canada

In addition to Google Shopping and Facebook (the classic retail advertising platforms), we launched an ad campaign on Pinterest, the ideal medium for lifestyle/home decor products such as the Fatboy.

To improve Amazon sales, we developed several ad formats and performed numerous targeting tests to identify and reach the right audiences. We also set up a store page and purchased keywords related to interior decor products.

RESULTS

The numbers speak for themselves!

22 %

Fatboy’s overall ROI increased by 22% in six months.

70 %

Fatboy’s ROI on Amazon increased by 70% in three months.

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