Case Study: TC Energy
TransCanada to TC Energy – Rebranding Canada’s Energy Future Challenge: Modernizing a Legacy Brand
Project Scope: Brand launch, website redesign, audience segmentation, and integrated marketing campaign.
Holly's role on the project: As Group Account Director at McCann, I led the launch of TC Energy’s new site, marketing and communications launch.
Challenge: TransCanada, one of Canada’s largest energy infrastructure companies, needed to evolve its outdated brand to better reflect its role in the country’s energy future. The objective was to shift perceptions, positioning the company as a forward-thinking, innovative energy leader. This required a rebrand, website redesign, and integrated marketing campaign aimed at engaging diverse audiences such as consumers, investors, Indigenous leaders, employees, and potential hires.
Solution: Brand Launch and Audience-Centric Website
Key actions included:
- Brand Launch: We introduced TC Energy’s refreshed identity, highlighting its commitment to innovation, energy security, and sustainability.
- Website Redesign: A new, user-friendly website was developed with tailored experiences for different audience segments, showcasing TC Energy’s role in powering homes, industries, and communities.
- Integrated Campaign: I led the rollout of digital and TV commercials, reinforcing TC Energy’s new brand and its essential role in Canada’s energy future.
Outcome: Stronger Brand and Enhanced Engagement
The rebrand and website redesign successfully repositioned TC Energy as a modern energy leader.
Key results included:
- Brand Impact: The new identity resonated with all stakeholders, emphasizing TC Energy’s role in innovation and sustainability.
- Improved Digital Experience: The redesigned website provided tailored content for different users, improving engagement.
- -Successful Campaign: The integrated marketing campaign increased awareness and reinforced TC Energy’s market position.
Overall, the project helped TC Energy solidify its role as a leading force in Canada’s energy landscape.
Visit TCENERGY.COM
Case Study: Services Marketplace | bookpeazy.com
Peazy – Transforming Well-Being Services for a Mobile Workforce
Project Scope: Marketing leadership, brand strategy, product input, competitive analysis, and partnership development.
Holly’s role on this project: Brought in as the marketing leader, guiding the entire brand and product strategy for bookpeazy.com including sales support, customer service and overall business planning.
Challenge: Creating a Well-Being Marketplace for a Mobile Workforce
Peazy aimed to revolutionize workplace well-being by offering a marketplace that connected employees with professional, mobile service providers. The challenge was to create a brand and platform that resonated with both employees and employers, offering services like mobile massage, physiotherapy, oil changes, and dry cleaning—everything needed for work-life balance, delivered right to the office or home.
Solution: Comprehensive Brand Strategy and Platform Development
Key initiatives included:
- Brand Strategy: Led the brand naming and design, ensuring the visual and verbal identity reflected Peazy’s mission to enhance well-being through mobile services.
- Product Input: Collaborated on the platform's user experience and development to define the booking platform, making it intuitive and aligned with the brand’s tone.
- Competitive Analysis: Conducted market research and competitive audits to identify opportunities, refine the offering, and position bookpeazy.com effectively in the market.
- Partnership & Sales Development: Worked closely with partners like Deloitte, KPMG, and Johnston Group Insurance to drive interest and secure new accounts.
Outcome: Gaining Traction and Building a Strong Foundation
- The marketing efforts successfully positioned Peazy in the B2B space, leading to the sign-up of 30 large organizations in Winnipeg for monthly service days.
Key results included:
- Employee Well-Being: The platform helped companies offer valuable well-being services, improving work-life balance and reducing stress for employees.
- Environmental Impact: The mobile services helped reduce commuting, contributing to sustainability goals.
- Growth Foundation: The initial marketing efforts laid the groundwork for future expansion, supporting the evolution into a mobile app-based platform.
The project not only fostered a healthier workplace but also streamlined employee support services, setting the stage for Peazy’s continued growth across Canada.
Visi bookpeazy.com
Case Study: Health Care Options
Diverting traffic from the ER to relevnt health care in your community.
Project Scope: Digital marketing strategy, website development, SEO, search engine marketing, and creative campaigns.
Holly's role on the project: Holly led the initiative to protect the brand and vision, collaborating with Ogilvy for UX design, 211 Ontario for data alongside data governance experts, and a technical partner for platform development. I acted on behalf of the Ministry of Health to lead this initiative.
Challenge: Reducing Emergency Room Strain
The Ontario Ministry of Health needed to reduce the growing strain on emergency rooms by helping Ontarians access appropriate, localized healthcare services—such as walk-in clinics, urgent care, and mental health resources—instead of visiting ERs for non-emergency issues.
Solution: Digital Platform and Targeted Marketing
The key actions included:
- Platform Development: A user-friendly digital tool was created to guide Ontarians to local healthcare options for non-emergency issues like sprains, flu, and stress.
- SEO & Search Ads: We optimized search strategies to ensure the platform was discoverable by users searching for care alternatives.
- Creative Campaigns: Targeted marketing raised awareness of the platform, encouraging Ontarians to choose appropriate healthcare and ease ER congestion.
- User Experience Design: The platform was designed for easy navigation, ensuring quick access to care options.
Outcome: Reduced ER Traffic and Increased Awareness
The project effectively alleviated ER pressure and shifted public behaviour. Key results included:
- Reduced ER Visits: The platform successfully directed users to appropriate, non-emergency healthcare services.
- Raised Awareness: SEO and creative campaigns educated Ontarians about local care alternatives.
- Sustainable Healthcare: The platform promoted a more efficient, community-centered healthcare system.
Overall, the initiative empowered Ontarians to make informed healthcare decisions while improving system efficiency.