Canary challenged Saxum to help develop and execute a marketing strategy that would allow Canary to better align with the growth the company has recently experienced and to differentiate its business in the marketplace.
Canary continues to gain market share through organic growth and acquisition. Saxum wants to help ensure all stakeholders and customers are communicated to effectively, in order to continue positioning the Canary brand as a leader in the oil and gas industry.Read Full Case Study
In order to enhance and position Canary’s rebrand, Saxum developed an overarching strategy that included: public relations, advertising, thought leadership and social media.
Saxum developed a storyline for Canary to work to gain maximum coverage and position Canary as a resource. A comprehensive advertising strategy, including traditional and digital, was developed to effectively target Canary’s audiences, specifically in the Texas market.
The digital strategy started with an audit of Canary’s social influence and assessment of their audiences. Then, Saxum created a plan that engages with employees, the media and potential industry influencers and thought-leaders. We began by branding all social channels and building content to help boost credibility and searchability.
After growing an organic community, Saxum developed and implemented social graphics for industry news and insight. Also, Saxum enhanced the Canary social presence with a strategic focus on internal communication with employee highlights, job postings and engagement tactics.
Canary’s brand has continued to evolve and has caught the attention of current and previous customers along with new customers. The increased exposure has gained the company a boost in business and given them a connection with the media and strong ties to the industry.
Saxum is continually monitoring the growth of and engagement on digital platforms. After only a few months, we have exponentially increased our engagement, and identified content directed towards each audience on separate channels. Before the campaign started, Canary was losing followers rapidly and receiving no engagement on their posts.
Before Saxum began its campaign for Canary, the Facebook page had 568 impressions. Only two months later, the page had 105,995 overall impressions. This is an 18,500 percent impression growth and this growth is all organic. The next step for Saxum’s social media efforts with Canary is to move into a paid promotion phase to increase blog readership and engagement with thought leaders on Twitter.