Suite 301, 10722 - 103 Avenue
2. Welcome to
the Studio Group
Marketing + with the highly trained, experienced people who produce
your solutions. You become a part of the streamlined
production process, so you get what you ask for, and tSG’s services include, but are not limited to:
you get it without going bankrupt.
• Marketing research and analysis
It’s called ‘collaboration’. It’s called ‘reasonably priced’. It’s • Marketing & communications strategy
called ‘delivering the best services’. These are words that • Public relations
meant something 50 years ago. For tSG, they’re words we • Copywriting
We Don’t Play ‘Telephone’ still believe in; they’re words we put into action.
• Graphic design
The Studio Group (you can call us ‘tSG’) is a boutique That’s why our logo reflects that golden era of the early 60s. • Audio & video production
marketing and communications agency dedicated to • Web design & e-commerce
individualised service. • Branding & visual identity
A Nickel-and-Diming Free-Zone • Advertising
How do we do it? Well... differently. Most marketing • Direct marketing + newsletters
and advertising agencies will have you meet with an We founded tSG because we were disenchanted with the • Photography
Account Executive (industry code for ‘sales manager’). way marketing agencies did things, like charging you a lot • Display advertising
The Account Executive takes what you say, interprets it, of money but giving little to show for it. $35 for a phone • Posters & outdoor advertising
and passes it along to a Creative Director. The Creative call? $50 for an e-mail? Please!
Director interprets the interpretation, and hires sub- Marketing is about communicating. When you’re creating
contractors to do the work. With a diverse background in broadcast + print media, a brand or a website, or conducting a direct marketing
marketing, graphic design, web design and new media, or promotional campaign, you are communicating with
Basically, it’s a flimsy game of ‘telephone’. And you’re not we have developed a passion for achieving excellence for your target markets. You have to be clear and consistent.
included in the call. our clients. Your success is our number one priority, so
we won’t charge you for an e-mail, and we won’t charge tSG believes in clarity and consistency. We don’t try to
tSG has never enjoyed playing ‘telephone’. It’s a game you for the time it takes to come meet with you. Other blind you with jargon, and we keep our services under
designed to make things go awry, make things take too marketing agencies might, but if they do, you have to one roof. We streamline the service and include you in
long, and it’s a game that costs you too much money. At wonder if they are really working in your best interests. the production processes. We remain clear and consistent
tSG, you meet with the company owners, the very same with you as we develop your clear and consistent
professionals who do the work. We arrange with you a We make it easy for you. We can arrange a pre-set project marketing solutions.
series of project meetings so everyone keeps moving cost or hourly fees. We can offer monthly payments, and
forward together, on time, and on budget. You speak we don’t add interest charges. This is why we have a window in our logo. It’s all about
the clarity. See?
The Studio Group Marketing & Communications Ltd.
3. Case Study
Regional Economic Development Initiative for
Northwest Alberta – Campaign Development
ProjecT Goal TiMefraMe
REDI has recognised the need to develop the Mackenzie Including a week-long research trip to the region, this
Region’s tourism industry. tSG was invited to create a project took tSG less than 6-weeks to complete.
strategy for development.
Presented here is a speculative promotional campaign
1. tSG researched the region and determined the developed by tSG to demonstrate how the region might
viability of tourism as a development opportunity. be promoted given the identified market positioning.
2. tSG explored suitable market positions for the
region and options to develop the necessary
organisational infrastructure to support marketing
3. tSG presented its findings including the most
appropriate market position, potential product
development concepts, branding considerations,
and the steps needed to make it all happen.
tSG is now working very closely with REDI to implement a
program that will help to create a representative tourism
organisation by February 2011. Part of that program is
communicating with key stakeholders and community
members about the importance of a diverse economy
and the benefits of a stronger tourism industry.
4. Case Study
Yellowhead Brewery Ltd. – Label Concept
ProjecT Goal TiMefraMe
The Yellowhead Brewery wanted to revive a long- Once a direction was selected and communicated, tSG
defunct Edmonton beer label and branding concept so was able to produce the fully re-built label in just four
it would compete on its own terms in an aggressively weeks. This included locating and commissioning an artist
competitive industry. to paint the individual images.
1. tSG met several times with the client to flesh-out Presented here is the final Yellowhead Brewery label.
the brand concept to ensure a solid understanding
of what the client had developed and envisioned.
2. Once the client had determined the direction in
which they would head, we re-built from scratch the
original label and contemporised it.
3. The label has since been deployed in other
promotional materials including signage and brochure
layouts, with a website yet to be constructed.
The label reflects the brand’s core dimensions and sets it
apart from other Edmonton craft brewers. In just a couple
of months, the company has found valuable shelf space
for its product in several liquor outlets around the city, in
part because the packaging is very distinctive.
5. Case Study
Alberta Law Libraries – Research + Branding
ProjecT Goal 4. The supporting analysis was presented to the ALL
Alberta Law Libraries (ALL) is an amalgamation of many committee at the same time we presented the brand
libraries scattered across the province. The libraries are concepts and logo designs. Priority logo designs and
unique because they serve two very distinct market brand concepts were selected and refined further
segments with very different needs and wants - legal before a final choice was made.
professionals and the general public. ALL was created
from the merging of many different libraries and required
a brand and visual identity that would speak to its ALL is nearing completion of the initial stages of its
different market segments rebranding and is gearing up for the launch. Ultimately,
the client is delighted with the product and feels they
acTion are well-represented. The organisation is excited to be
1. Cost-effective and timely research was needed to launching the new brand and with it, a new future.
determine how the market segments perceived ALL.
It was determined that the best way of discovering
their perceptions, needs, and wants was to exploit The research and analysis was the greatest commitment
ALL’s extensive network of libraries to disseminate of this project due to the differences between the target
a survey. market segments and the unique characteristics of each.
Constant refinement of the survey instrument delivered
2. tSG worked closely with ALL to create a survey the sample sets required for accurate and reliable data.
instrument that met their needs. We felt it best In total, the project was three months from start to finish.
to create two surveys instruments due to the
unique nature of the target market segments. Each iMaGe
instrument was deliberately refined to enhance ALL’s visual identity and brand tag are presented in
respondents’ comfort with the survey thereby potential applications.
ensuring a sizeable sample set.
3. Statistical analysis was performed and we discovered
that despite the unique nature of the market
segments, there were some common perceptions.
These commonalities were used as the foundation
for creating brand concepts.
6. Case Study
Chokka Center for Integrative Health – Brand
Development, Website + Promotion Plan
ProjecT Goal challenge, this promotion plan made use of event
CCIH facilitates the innovative treatment of mental health marketing, e-mail, and word-of-mouth to generate
issues. It is a mind-body approach that recognises physical awareness of this innovative therapy.
wellbeing as a vital contributor to mental health, and
4. Simultaneously, tSG developed a website, signage,
vice-versa. It incorporates western drug-based therapy
and stationery that is very uncommon in the
with psychoanalysis, exercise, nutrition, and eastern
medical profession. The website is clean and fresh,
philosophies of meditation and spirituality. tSG was tasked
easily navigable, and informative without being
with developing a brand and logo, creating an informative,
condescending or pompous. The supporting logo
easily understood website, and a promotional plan.
applications reflect the professionalism and care of
a new approach to mental health.
1. Working very closely with the client, tSG gained a reSulTS
thorough understanding of the concept underpinning
CCIH is now ready for its launch. It has already attracted
the centre’s mission and vision. This was crucial to
industry attention without any promotion. The company is
developing a successful brand and logo. Thanks to the
accepting patients and is preparing for the second phase
company’s fresh, well-balanced visual identity, CCIH
in its marketing plan.
presents as a professional and friendly amalgamation
of eastern and western health philosophies. TiMefraMe
2. Developing a brand and logo is one thing, but for This project was four months in the making. Regularly
a company to realise its greatest potential, it must scheduled meetings provided an avenue for the client’s
have the products and services that support the input as each project component progressed. Their
brand. Since our clients’ success is important to involvement in building their self-image, internal processes,
us, we provided CCIH with additional services by and company vision excited them. They were thrilled by the
advising on service and product development. Also, experience of being a part of the marketing process that
we consulted on general strategic directions for the we at tSG love so much.
company and what it needed to do to advance.
3. tSG also conducted extensive research on the state CCIH’s visual identity applications including letterhead,
of the mental health industry. Drawing from many business cards, and envelopes is presented here. The
resources, we conducted the secondary research company website can be found at www.ChokkaCenter.com.
necessary to create a level-headed, cost-effective
promotion plan. As most start-ups face a cashflow
7. Case Study
PureLinks – Branding, Marketing + Website
ProjecT Goal 4. tSG continues to assist PureLinks as it executes the
Micropure Environmental Solutions created a new division to plan and works to succeed at developing its market.
provide golf courses around the world with environmentally
friendly solutions to turf grass and water management. tSG reSulTS
was asked to brand the new division, create a marketing PureLinks will commence implementation of the plan this
program and promotional materials, and assist with the coming fall. tSG will continue to play an active role in
division’s start-up and organisational structure. executing the plan and supporting PureLinks as it grows.
Also, we have been invited to assist Micropure with
acTion starting its new divisions.
1. The very first thing we did was meet with the
company President several times to gain a solid TiMefraMe
understanding of his vision, the company’s This project took almost eight months to complete. The
philosophy, and the complexities of the product. client expressed his desire to do everything with precision
We visited the plant, read scientific journals, and and exactitude. He wanted the research to be accurate
conducted research to ensure we all understood the and thorough.
product’s benefits and challenges.
2. We continued to work very closely with the client
to develop a brand and visual identity. These Presented here is a version of one piece of marketing
were then adapted to create marketing collateral collateral demonstrating how PureLink’s aesthetic works
and a website that provided the right aesthetic hand-in-hand with the brand.
appeal. The complex nature of the product was
synthesised to make it easy for potential customers
3. Simultaneously, tSG was researching the market
to determine the best market positioning, the best
target markets for early penetration, and how best
to promote the company and its products. This
was documented for the client as a marketing and
Suite 301, 10722 - 103 Avenue