internet marketing services
web site development
ebusiness consulting


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Stornoway is a Toronto-based television broadcasting and production enterprise celebrating over 20 years of excellence in the industry. Whether it is producing award winning films, delivering thought-provoking programming or keeping you in touch with the latest and greatest on the dance scene. Stornoway Communications owns and operates Canadian specialty channels bpm:tv and ichannel, which were launched nationally in September 2001.

Stornoway needed a marketing solution that would allow it to achieve two key objectives; increase viewership for both its channels and increase advertising revenue. Interstrata worked with Stornoway to develop a marketing strategy that featured the Internet as its cornerstone. The plan involved the development of two new web sites that would allow its viewers to interact with the broadcaster and each other. The sites would also offer visitors prizes in return for completing an on-line poll that gives Stornoway greater insight into its market demographics. The information is now a critical component of the marketing kit that they use to sell advertising space to businesses. Finally, an email marketing campaign has allowed Stornoway to increase the value of its TV station’s brand by maintaining an ongoing and relevant dialog with its market. The results of these marketing initiatives has been to increase traffic to its web site by approximately 30% over the past year and to increase its email subscriber list by over 250% over the same time period. Interstrata provided the following services to Stornoway:

  1. Internet Marketing Strategic Plan Development – Interstrata developed a detailed marketing strategic plan that addressed all elements of marketing, including; pricing, promotion, positioning, competitive analysis, market research and a strategic plan. The strategic plan was used as the guiding reference document for all of the Internet marketing initiatives that we have and continue to implement for Stornoway.
  2. Design and Build two web sites (bpm:tv and ichannel) – These web sites were designed to appeal to the particular markets that each channel targets.
  3. Create a Forum – The most popular part of the bpm:tv web site is a forum that allows bpm:tv viewers to interact with each other and thereby create a tighter bond between them and the channel.
  4. On-line polling – online polls on both the bpm:tv and ichannel web sites allows Stornoway to collect highly valuable market demographic information.
  5. E-commerce – The bpm:tv web site contained a shopping section that allows Stornoway to increase its revenue through the sale of dance and music paraphernalia. We worked with Stornoway to complete a successful market trial of this shopping initiative.
  6. E-mail Marketing – We created and managed email marketing campaigns for both bpm:tv and ichannel.
  7. Monitoring – We provide Stornoway with web site usage and traffic analysis for both ichannel and bpm:tv. We also provide email campaign marketing metrics that provide indications as to the effectiveness of the campaigns.
  8. Content Management – A browser driven web management tool that allows the client to add content to the site on their own without the need to hire a web developer.