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.

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.)