Paws, Clicks & Conversions: A Digital Growth Strategy for Myco Pet
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Niagara Falls, Ontario, Canada
Project scope
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Myco Pet is a Canadian pet wellness company specializing in natural, mushroom-based supplements that promote immunity, digestion, and mobility for cats and dogs. Distributed through e-commerce and over 70 retail partners, the brand is growing rapidly and aims to elevate its digital presence, improve e-commerce performance, and build lasting customer relationships.
Project Objective
To enhance Myco Pet’s digital marketing and customer acquisition strategy using data-driven tools and emerging technologies. Students will work collaboratively to optimize the customer journey from brand awareness to retention through UX improvements, targeted campaigns, and strategic planning.
Student Milestones
Phase 1: Project Initiation and Research
Objectives:
- Understand Myco Pet’s business, target market, and current digital strategy
- Identify key digital pain points (e.g., low conversion rates, drop-off in customer journey)
- Establish project goals, roles, and deadlines
Deliverables:
- Initial project proposal outlining scope, objectives, and methodology
- Background research on the pet wellness market, consumer trends, and digital marketing benchmarks
- Project plan and timeline (Gantt chart or detailed milestone tracker)
Phase 2: Detailed Research & Strategy Development
Objectives:
- Research best practices in digital marketing for DTC wellness brands
- Audit Myco Pet’s existing channels (website, email marketing, social media, etc.)
- Define a high-level marketing funnel and user journey
- Collect data through surveys, stakeholder interviews, and analytics
Deliverables:
- Comprehensive research report, including competitor and UX analysis
- Strategic outline for a digital marketing funnel (awareness → purchase → loyalty)
- Data collection summary (web metrics, customer feedback, etc.)
Phase 3: Implementation Planning & Design
Objectives:
- Develop an implementation roadmap for funnel optimization
- Create prototypes or mock-ups (e.g., updated landing pages, email flows, social media campaign templates)
- Start testing marketing concepts or messaging strategies
Deliverables:
- Detailed implementation plan (phases, resources, tools)
- Design mock-ups for website UX improvements, ad creatives, or email templates
- Mid-term report shared with Myco Pet for feedback
Phase 4: Execution & Testing
Objectives:
- Execute key elements of the plan (e.g., prototype A/B testing, small-scale campaign trials)
- Analyze test results (conversion metrics, engagement rates, CTR)
- Troubleshoot technical, design, or engagement challenges
Deliverables:
- Final version or high-fidelity draft of deliverables (e.g., full campaign plan, content calendar)
- Data summary of testing outcomes with analysis
- Stakeholder review session and feedback collection
Phase 5: Finalization & Presentation
Objectives:
- Refine deliverables based on feedback and test results
- Prepare clear, professional project documentation
- Present findings and strategic recommendations to Myco Pet
Deliverables:
- Final project report summarizing research, strategy, implementation, and outcomes
- Presentation to Myco Pet stakeholders (PowerPoint, video demo, or live session)
- Final deliverables packaged and delivered to Myco Pet (campaign toolkit, roadmap, visuals, etc.)
About the company
Main contact
Portals
-
Niagara Falls, Ontario, Canada