When human insight meets technology we call it humanology.

 Jan Kelley

Some Background

Export Development Canada (EDC) is Canada’s export credit agency, providing insurance, financial services and advice to small businesses.

Services

Creative Strategy
Media Planning & Buying
Lead Generation

Quick Brief

Encourage small business owners across Canada to consider exporting as a low-risk business-building opportunity.

Approach

The world needs more Canada.

Many companies around the world export their goods and services. In fact, imports in Canada reached well over a half billion dollars in 2014. However, only 2.3% of all Canadian companies do business beyond their borders. So, how do we convince more Canadian companies that they should be exporting? By showing them that they could.

Other countries sell to you. Why not sell to them?

SMEs in Canada are time starved and over-burdened with information. For this audience, simplicity sells and complexity repels. Our insight was that EDC’s story would have to be changed from talking about exporting to talking about low-risk, low-cost business growth. And as the months progressed, our messaging would change to speak less about why – and more about how – with EDC.

1.5

Million

Visits to EDC properties

30%

Increase in unaided awareness

20%

Increase in awareness among non-exporters

The Results

After the launch of our campaigns, EDC surpassed its goal for NPS, web traffic, campaign engagement and inquiries. We saw a 30% increase in unaided awareness, increased the lead conversation rate from 5% to 20% and increased the number of marketing-sourced leads from 5% to 30%.