Case study: Driving a 248% increase in web traffic through smarter SEO
Problem:A major Canadian insurer had invested in digital marketing—but wasn’t seeing the level of targeted web traffic it needed. Reports, videos, and articles weren’t surfacing in search, and overall traffic had plateaued. The brand’s visibility wasn’t keeping pace with its content quality. Solution:Gregory led a team of content specialists to overhaul the SEO strategy. The […]
Case study: Using generative AI to accelerate content development
Problem:Gregory led a content team that developed special reports for a national insurer. It was a highly collaborative process—often involving complex data, expert interviews, and multiple rounds of refinement. Multiple iterations made the content better, but a lot of time and energy went into first drafts, which were often discarded. Solution:Gregory spearheaded the adoption of […]
Case Study: Reframing a benefits brand through a new narrative
Problem:A leading group benefits provider was evolving its value proposition—presenting a proactive care model that brought together pharmacy, wellness, and disability support programs. The brand needed a new unifying story to clearly communicate the full scope of its offering—and to reposition itself as a partner in long-term employee health and business sustainability. Solution:Gregory led the […]
Case Study : Launching a national wellness app for a group benefits provider
Problem:A new digital wellness app was being introduced by a Canadian group benefits provider. The challenge was to stand out in a crowded market, create interest across both B2B and B2C audiences, and support the company’s broader strategy to encourage healthy behaviour change. Solution:Gregory led the go-to-market strategy, managing a nine-person team through campaign planning, […]
Case study: Turning health data into national conversation
Problem:A major Canadian group benefits insurer wanted to provide Canadian employers with timely guidance on emerging health trends to aid organizations with their employee wellness and benefits decisions. The challenge was to use the insurer’s powerful health claims data to tell smarter stories and position the company as a trusted authority. Solution:Gregory led the strategy […]