How Top Draw Refined Its Focus: From Digital Generalist to Performance Marketing Specialist
Since entering the digital marketing space in 1993, Top Draw has consistently delivered impactful marketing campaigns for our clients. Between 2012 and 2014, we made significant investments in building a workplace culture that attracts skilled digital marketing professionals in Western Canada. This cultural investment has generated measurable benefits for both our team and our clients.
When we deliver substantial improvements to a client’s paid advertising, SEO or digital strategy performance, we view this as the standard outcome. We expect accounts to improve. We’ve built our team and processes to deliver these results consistently. This confidence comes from our team’s deep expertise in digital marketing channels and our commitment to testing and optimizing every campaign we manage.
We focus on implementing strategic campaigns that drive measurable business impact. We work most effectively when we can apply our expertise to solve client challenges strategically. Marketing agencies function best as strategic partners who recommend approaches based on data and experience. We collaborate with our clients as partners to market their businesses using proven methods that generate measurable results.
Expanding Our Creative Capabilities
As we strengthened our culture and digital marketing expertise, Top Draw also expanded our creative capabilities. This expansion addressed a client need that extended beyond traditional digital marketing services. The creative and brand projects we completed during this period positioned us to submit work for industry recognition. In a two-month period, we received 14 awards at local and national competitions for our creative work.
With a strong digital marketing team and a growing creative department earning industry recognition, we identified a strategic challenge. We needed to determine how to effectively focus our resources across two distinct yet complementary service areas.
Refining Our Strategic Focus
Top Draw has refined its focus to specialize in delivering high-performing digital marketing services. We now partner with specialized creative and branding agencies when clients need to address brand-level challenges before scaling their marketing efforts.
Top Draw operates as a strategic digital marketing agency, partnering with businesses in Edmonton and across Western Canada. Our track record of over 30 years has enabled us to build client relationships based on demonstrated results, trust, and mutual respect.
Building a Team of Digital Marketing Specialists
Top Draw’s investment in workplace culture has helped us attract experienced digital marketing professionals. This focus on recruiting skilled professionals in search engine optimization, paid advertising, and digital strategy has strengthened our ability to deliver measurable results for clients. Our team stays current with platform updates, algorithm changes, and emerging digital marketing channels.
Implementing Data-Driven Campaign Management
We use systematic tracking and measurement to evaluate campaign performance across all digital channels. This data-focused methodology enables us to adjust our strategies using analytics platforms and optimization tools and improve campaigns based on actual performance data.
Integrating Creative Services with Digital Strategy
The addition of creative professionals to our team broadened our service capabilities during this growth period. We developed the ability to provide brand strategy services that complement our digital marketing work. This integration allows us to address both brand positioning and digital execution for clients who need comprehensive marketing support.
Recognition for Creative Project Work
The awards we received for creative work validated our approach to combining user experience principles with visual design in digital projects. This recognition confirmed that we could deliver quality work across multiple marketing disciplines, including website design and digital brand development.
Addressing the Challenge of Service Diversification
Managing both specialized digital marketing services and creative capabilities required us to evaluate our service model. We developed an approach to coordinate these services within our digital strategy framework. This structure helps clients receive consistent service quality across different aspects of their digital presence.
Connecting Digital Performance with Creative Execution
We identified opportunities to connect our digital marketing expertise with creative execution capabilities. This coordination enables us to develop content marketing campaigns that align with audience preferences while maintaining focus on conversion metrics and business outcomes.
Strengthening Our Digital Marketing Specialization
As our agency has evolved, we have maintained our core focus on digital marketing channels. We continue to invest in search engine optimization capabilities and expand our expertise in paid advertising platforms. These investments ensure we deliver current, effective digital marketing solutions to our clients.
Developing Long-Term Client Partnerships
Our focus on digital marketing performance enables us to build sustained client relationships. We apply lead nurturing strategies to improve conversion rates and provide strategic digital marketing consultation. This approach positions us as a specialized digital marketing partner for businesses seeking to improve their online marketing performance.