Edge has the pleasure of working with a number of dynamic clients. Each client's needs and objectives are different. We build a unique business strategy based on those objectives.
Depending on the complexity, a comprehensive business strategy can be based on one particular project, or it can organize a number of years, or an entire industry. It may involve:
• product and corporate branding
• market penetration
• target market development
• sales effectiveness
• public relations and communications
• event management
• multimedia campaigns
• media buying
• corporate identity
• product and corporate branding
• print and promotional materials
• web site development & promotion
• social media development
Edge Business Strategies has a diverse marketing strategy tool kit and the ability to determine and apply the right solutions for each client’s unique situation. The result is a tailor-made business strategy that is built to meet the goals.
Contact us to start climbing your wall of success.
Below are strategies and tactics that Edge has had the honour of heading up.
Canada's largest security guard company
Working with this evolving company has been a pleasure and a successful challenge. Edge was hired to promote Commissionaires’ new services that were to be offered to the public at large.
For over 80 years, Commissionaires has been Canada's largest security guard company. Commissionaires continue to evolve to meet the needs of today's public and private market. They have relied on Edge to help them meet those needs and continue to grow their market share.
Edge objectives:
• To create a greater overall awareness of Commissionaires and their services
• To specifically promote and drive business to two areas of Commissionaires’ services: ID services and mobile operations
• To design a tradeshow booth that would represent Commissionaires’ services and opportunities
Edge solutions:
• To identify Commissionaires’ position in the local market
• To identify competitors’ strengths, weaknesses and vulnerabilities
• To identify Commissionaires’ strengths and weaknesses
• To identify existing markets/customers and areas for growth; new markets
• To outline market development strategies
Based on these solutions, Edge developed an effective plan for:
• Business development
• Graphic design
• Product branding
• Market positioning/branding
• Traditional advertising
• Direct marketing
• Sales
• Sales promotion materials
• Public relations
• Publicity
• Partnerships
Organization representing and working for the pork industry
The pork industry is one of Manitoba's largest industries, providing huge economic benefit to the province and Manitobans. Challenged by negative public opinion and misleading media representation, Manitoba Pork Council hired Edge to develop a marketing strategy that included a communications and public relations strategy that would reposition the Manitoba pork industry ensuring a strong future.
Edge objectives:
• To bring about public pride, and a feeling of ownership in the Manitoba hog farming industry
• To bring about positive agriculture awareness
• To build opportunities for the hog farming industry to become proactive in creating a climate of acceptance and appreciation within the Manitoba public
• To change the position of the Manitoba pork industry from a defensive position to an
offensive position
• To cultivate an atmosphere within Manitoba that allows the pork industry to grow
Edge solutions:
• An education strategy that would grow the public awareness, understanding and appreciation for the industry and its importance in the economic health of the province
• A branding strategy that would grow the public pride in the industry thus providing for Manitobans to see themselves as stakeholders in the industry
• A public relations and communications strategy that would focus on the true and positive effects and attributes of the industry; taking an offensive position rather than continuing communications campaigns in the defensive position
• A marketing strategy that would involve the industry itself in building positive public attitude – farmers becoming stakeholders in the marketing strategy – to ensure positive change in the public perception and retrain the mindset of Manitobans toward the industry
• An advertising and promotional strategy that would provide the tools to put power and punch into the marketing, education, branding, public relations and communications strategies
Based on these solutions, Edge developed an effective plan for:
• Industry development
• Industry and product branding
• Market positioning/branding
• Traditional advertising
• Public relations
• Publicity
• Partnerships
• Online Marketing Strategies
Non-profit business agency working to improve business conditions in a specific geographic area
Edge was hired to research and write a marketing strategy containing a dynamic mix of conventional and non-conventional forms of advertising promotional opportunities and strategic planning within the capabilities of the Academy Road BIZ and their promotional budget. This strategy also promoted the business members and would improve the business conditions within its zone.
Edge objectives:
• To increase the awareness of the BIZ to its business members
• To increase the promotional visibility of the zone to area residents
• To increase the number of promotional opportunities the BIZ offers its business members
Edge solutions:
• To develop the overall corporate branding of the Academy Road BIZ
• To look to business promotional partnerships and opportunities through sponsorship and conventional advertising
• To increase BIZ awareness to it business members and the general public
• To provide opportunities for member businesses with financial support through the BIZ for various sponsored promotional projects
Based on these solutions, Edge developed an effective plan for:
• Geographical area branding
• Graphic design
• Traditional advertising
• Direct marketing
• Partnerships
• Sponsorships
• Website development and promotion
• Database building and utilization through online marketing strategies
Winnipeg’s largest organic and all natural grocery store
For six years, Edge worked closely with Organza Market to build this specialty food store into Winnipeg’s largest and most popular organic and all natural grocery store.
Originating as a corner storeunder 2,000 sq ft., Organza Market took the leap to a large store format boasting 9,000 sq ft. This growth allowed for an increase in the sheer number of product lines and department sizes, including an up-market restaurant.
Edge was vital in researching the potential for a store of this size in the Winnipeg market and in planning for the success of its undertaking. Edge knew that the success of this project would rely on the store design, image, branding and cutting edge ideas that would set the bar higher within the Winnipeg grocery retail industry.
Edge was involved in every step of Organza Market’s growth and popularity.
Edge objectives:
• To build an overall recognition of Organza Market throughout Winnipeg and surrounding communities
• To increase the local profile of the industry and its benefits
• To create a short and long term strategic marketing plan
Edge solutions:
• To research industry growth and potential in local marketplace
• To research and develop new marketing ideas to increase overall sales
• To research and evaluate cross promotion opportunities
• To increase market access and penetration through strategic planning
• To expand the business focus and alternative sales opportunities through strategic marketing
• To build media relations, local and national press coverage
Based on these solutions, Edge developed an effective plan for:
• Event creation and facilitation
• Strategic marketing for business development
• Development of in-store programs directly aimed at growing bottom line
• Creation of tag line to become synonymous with the business
• Creation of new departments, their purpose and direction
• Planning of all promotion and advertising campaigns
• Writing, graphic design and production of advertising campaigns for radio
and print
• Website development, design and promotion
• Database building and utilization through online marketing strategies
• Public relations
A leading North American anti-hunger organization
For eight years, Edge had the honour of providing graphic design, advertising, corporate branding and strategic planning to the local chapter of Share Our Strength, a leading North American anti-hunger organization based in Washington.
Share Our Strength is very strong in the United States with a number of international sponsors such as American Express, Tyson Foods and the Food Network. In Canada, however, its public awareness had not been as strong, or supported in years past. On a local level, the devoted volunteer committee with donated Edge services, had transformed the events into successful, sold-out fund raisers while building a corporate brand. In part, because of its new stature, honourary chairs have included many icons, both business and political, including Hartley T. Richardson, former Manitoba Premier Gary Filmon, H. Sanford Riley and former Winnipeg Mayor Bill Norrie.
With any charity, the focus and ultimate goal is to raise funds. Because of the dedicated volunteers and the support provided by Edge, the past number of years had been overwhelming successes, boasting sold out events and record sponsorship donations. Edge applied strategic marketing, graphic design and media placement/sponsorship to build public awareness and private interest in an effort to grow sponsorship contributions.
Edge objectives:
• To increase the local profile of the events
• To raise additional funds through the events
• To increase media support and awareness of the events
Edge solutions:
• To increase the participation and awareness of the charity beneficiaries
• To develop a comprehensive advertising campaign to reach the desired market
• To research and develop new marketing ideas to increase overall fund raising dollars
• To research and execute cross promotion opportunities
Based on these solutions, Edge developed an effective plan for:
• Planning and negotiating media sponsorship contracts; media buying
• Creative design
• Production of print media and promotional material
• Strategic planning for event development and facilitation
• Promotion and advertising campaign planning
• Media relations, press coverage, public relations, interviews
• Online marketing strategies including database building, management and utilization
• E-marketing campaigns
• Website development, design and promotion
• Short and long term marketing strategy
Urban Empire
event promoters
Edge was hired to theme, promote and oversee Urban Empires' New Year's Eve event, NewYorkEve. Many Edge solutions were used in the completion of this successful, sold-out event. A dynamic mix of conventional and non-conventional forms of promotional opportunities and strategic planning within the capabilities of the group and their promotional budget was created. Overseeing many of the event details, including the pre and post event requirements, was the responsibility of the Edge team.
Edge objectives:
• To increase the profile of the event
• To develop a comprehensive advertising campaign to reach the desired market
• To research sponsorship opportunities
Edge solutions:
• To develop a marketing strategy within a structured time line
• To conceptualize and implement the event theme
• To create the corporate sponsorship requirements
Based on these solutions, Edge developed an effective plan for:
• Graphic design of print media and promotional material
• Research at-event set designers
• At-event logistical planning
• Public relations
• Online marketing strategies including database building, management and utilization
• At-event signage
• Creation of a promotional package for cross promotion and sponsorship
• At-event prize co-ordination
• Working with sponsored service providers
See design projects for additional tactic samples.
