An Inside Look at “Quietly” Helping MEC Launch Good Times Outside

Author: 
Date created: 
2017-12-14
Identifier: 
etd10484
Keywords: 
Content marketing
Digital publishing
Online publishing
Technology
Content
Sponsored content
Abstract: 

This report examines content marketing and its role at various stages of the customer journey. It addresses how Quietly, a Vancouver-based content marketing agency, assists companies in creating data-driven content to support their marketing initiatives. Specifically, this report focuses on a content-centric marketing campaign—Good Times Outside (GTO)—that was launched by Mountain Equipment Co-op (MEC) in June 2017. It discusses the strategic production of content that was published on a campaign-specific microsite: a total of 179 activity and event pages. It considers MEC’s business goals and the main aims of this particular project. It revisits the research and strategy that was developed to refine content and site layout ideas, and examines Quietly’s role in the creation and distribution of the content for the site. It also addresses MEC’s revised content marketing plan with the incorporation of GTO. All figures and statistics are accurate as of October 2017.

Document type: 
Graduating extended essay / Research project
Rights: 
This thesis may be printed or downloaded for non-commercial research and scholarly purposes. Copyright remains with the author.
File(s): 
Senior supervisor: 
Leanne Johnson
Scott Steedman
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
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