.CA IMC Campaign

Challenge:
Increase .CA’s sales and market share by positioning it as the default domain choice for Canadian businesses, especially targeting immigrant women entrepreneurs facing challenges in starting their businesses.

Insight:
Immigrant women entrepreneurs have strong business visions but often feel overwhelmed by the complexities of starting a business in Canada. They require a simplified, reliable tool to establish their online presence.

Strategy:
We positioned .CA as the trusted first step for immigrant women entrepreneurs, with a focus on simplifying the process of getting businesses online. Our strategy emphasized building credibility and offering support, ensuring that entrepreneurs could easily navigate the domain registration process.

My Role:
As the strategist, I developed the core campaign messaging and identified the key channels for reaching the target audience. I also guided the strategy in creating clear, empowering content and recommendations that resonated with immigrant women entrepreneurs.

Outcome:
The project helped refine our approach to simplifying complex processes for a specific demographic. We were able to develop an effective message that conveyed trust and clarity. Our campaign strategy improved the understanding of how to position .CA as a powerful, accessible tool for entrepreneurs.

Credits:
Brielle B.
Jacqueline B.
Olivia D.
Karan P.
Mobina Z.