Paws, Clicks & Conversions: A Digital Growth Strategy for Myco Pet

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Niagara Falls, Ontario, Canada
CEO of Myco Pet
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Company Overview

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.

Deliverables

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

Company
Niagara Falls, Ontario, Canada
Unknown industries
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