Squamish Water Kefir Co. is preparing to launch a new line of direct-to-consumer (D2C) probiotic drink powders. The company seeks to establish a robust pre-launch growth marketing strategy to effectively introduce this innovative product to the market. The project aims to leverage digital marketing channels to create awareness and generate interest among potential e-commerce customers.

This project offers students the opportunity to act as a professional marketing agency team for a real-world client preparing to launch a D2C probiotic drink powder. Students will support the transition from Squarespace to Shopify, develop pre-launch marketing strategies, and align deliverables with assigned coursework to build portfolio-ready work. The course emphasizes strategic thinking, project management, and applied marketing skills within the SOSTAC framework. Students will analyze current market trends, identify target demographics, and develop a comprehensive marketing plan that aligns with the company's brand values and objectives. The project will focus on creating a strategic mix of social media campaigns, influencer partnerships, and email marketing initiatives to maximize reach and engagement. By applying classroom knowledge of marketing principles, students will gain practical experience in crafting a strategy that positions the product for a successful launch.

The project deliverables will include a detailed marketing strategy document outlining the proposed pre-launch activities. Students will provide a timeline of marketing initiatives, a budget estimate, and key performance indicators (KPIs) to measure success. Additionally, the team will advise on Shopify migration readiness and structure, create a landing page campaign with email sign-up CTA, build a 4-week content calendar (social/email) to drive early engagement, collaborate with analytics team to refine CRO and messaging strategies, create sample content for social media posts and email campaigns. These deliverables will equip Squamish Water Kefir Co. with a clear roadmap to effectively launch their probiotic drink powders.