Lobster Fishers of PEI

The Client: Lobster Fishers of Prince Edward Island Marketing Board (LFPEI)

The Need: LFPEI was established in mid-2016 as a provincial marketing board to promote the sales of PEI lobster on behalf of the over 1200 lobster fishers in PEI. In summer 2017, LFPEI needed to finalize their governance processes, create a strategic plan and develop a marketing plan. The organization had no brand and no marketing creatives.

The Solution:  Michelle and Vicki led an AOR team from 2017 to late 2018 to provide full association management services to LFPEI. AOR facilitated the adoption of a strategic plan; established governance policies and processes and operational polices and procedures; provided governance support; developed and implemented a full scale multi channel marketing plan; created a full brand identity and creatives, including logo, merchandise, photography, website and social media; implemented trade show booths, tasting events, festival satisfactions and promotional events; ran contests;  established partnerships; secured external funding; and implemented a communications plan.

The Result: We assisted LFPEI establish its operations so they could move to hiring full time staff. We created a vibrant, fully developed marketing strategy that continues to promote the product locally, nationally and internationally.

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