Warmth and contrast
Yellow keeps the identity lively. Navy adds structure, while warm ink gives body copy a softer tone.
Course project · CIWA Digital Marketing · 2026
Yuniq
From name to
marketing plan.
A brand, a website and a connected path from first visit to follow-up.
- My work
- Naming and logo · Website copy and build · SEO · Mailchimp · Marketing plans · Content calendar
Course project. The campaign was not launched. Budgets and KPIs below are proposed targets.
1 connected brand and website2 marketing plans16 scheduled September posts
01 · Naming, positioning & identity
One identity.
More than one community.
Yuniq is a bilingual creator commerce and digital marketing concept for Calgary small businesses. The work starts with a name and a visual identity, then carries the same promise into the website and email.
A name and a conversation.
The short Yuniq wordmark sits beside two overlapping speech bubbles. The mark connects the visual identity to the brand’s focus on communication across communities.
Grow your brand
beyond one community.
The promise puts the client’s next step first. It gives the website, scorecard and welcome email a shared message.
Colour and type.
A focused identity system keeps the original yellow-led brand consistent across the website and email.
Warm ink#4A4036 · Body text
Deep navy#122943 · Headings
Soft yellow#FFD763 · Buttons
Bright yellow#FFF83E · Accents
White#FFFFFF · Background
A clear type hierarchy
Playfair Display gives headlines an editorial voice. DM Sans keeps body copy, forms and instructions easy to read.
Consistent application
The same colour and type choices carry through the website, scorecard and welcome email.
View the original brand board
02 · Website & copy
Make the offer
easy to understand.
I built the WordPress site around a clear benefit, a three-step plan and a consultation CTA. The StoryBrand structure keeps the client’s goal at the centre and gives each section one job.
Give the article a useful next step.
I wrote the sidebar offer to connect a reader’s visibility question with a free download. The button leads to the scorecard signup page, where the visitor provides an email address.
The article is archived here so the work remains available after the course website closes.
Read the archived article PDF ↗03 · Search & content
Start with a question.
Build a useful answer.
I researched social media queries, compared Calgary competitors and used the findings to shape a local business article. Yoast connects the finished copy to its search title and description.
From a broad topic to local intent.
AnswerThePublic helped explore questions around social media marketing. KWFinder narrowed the research to Calgary service searches and related terms.
The competitor worksheet compares CAYK Marketing and Full Blast Creative: keywords, headings, page titles, descriptions and backlink sources.
Research snapshots show tool estimates at the time of the assignment, not Yuniq traffic.
View the AnswerThePublic keyword research
Write the search result as carefully as the article.
The SEO title names the local audience and the problem. The description explains the practical benefit: reaching customers through bilingual content on Rednote, Instagram and TikTok.
The article then gives readers a useful next step through the sidebar scorecard offer.
Yoast settings and simulated search appearance. This is not a Google ranking or indexing result.
View the focus keyphrase and content analysis
04 · Email & customer journey
Two ways in.
One clear follow-up.
The newsletter popup and scorecard form are separate signup routes. The welcome email introduces the offer and directs interested readers toward a conversation.
Website or articleIntroduce the offer
Newsletter or scorecardTwo signup routes
Welcome emailDeliver value
Follow-upResend to non-openers
ConsultationStart a conversation
A practical lead magnet
Ten questions, a score range and suggested next steps give the signup value on its own.
View the six-channel UTM tracking setup
I prepared six tagged links for the August blog promotion: one Mailchimp email link and five organic social links. The source and medium distinguish the channels; content identifies the email button or social post.
| Source | Medium | Campaign | Content |
|---|---|---|---|
| mailchimp | blog_promotion_aug2026 | read_more_button | |
| organic_social | blog_promotion_aug2026 | blog_post | |
| organic_social | blog_promotion_aug2026 | blog_post | |
| x | organic_social | blog_promotion_aug2026 | blog_post |
| organic_social | blog_promotion_aug2026 | blog_post | |
| tiktok | organic_social | blog_promotion_aug2026 | blog_post |
From the original UTM tracking workbook. This shows prepared tracking links, not recorded traffic or conversions.
Writing decisions: each line has one job
Hero
Create Content That Connects
Lead with the result the client wants.
Popup
Marketing Ideas Worth Opening
Make the newsletter promise useful and specific.
Landing page
Is Your Business Invisible to Calgary’s Chinese Community?
Name the audience and the visibility problem.
Welcome email
Your business deserves to be discovered.
Keep a warm tone before the consultation CTA.
Read the three-page scorecard
View the contact page and consultation endpoint
05 · Content & campaign planning
A plan behind
the finished assets.
The documents connect audience research, channel choices, content and measurement. September’s social plan leads into a proposed October–December client acquisition campaign.
October–December 2026
Digital marketing plan
Audience and competitor research, positioning, the acquisition funnel, email nurture and a measurement framework.
Proposed campaign target
15 qualified consultations · 3 pilot clients
September 2026
Social media plan
Five platforms, four content pillars and a weekly review rhythm. Each channel has its own role and writing approach.
Proposed paid test
CAD $300 · Budget, not actual spend
Education
Useful marketing advice
Local insight
Calgary and multicultural audiences
Proof
Portfolio work and decisions
Community
Behind the scenes
Planned content mix from the September social media plan. Audience statistics in the plan are market references, not Yuniq performance.
Content calendar
September 2026
16 planned posts across Instagram, TikTok, LinkedIn, Facebook and Rednote.
Sun
Mon
Tue
Wed
Thu
Fri
Sat
01IG + LinkedIn
Carousel: Grow beyond one community
02
03TikTok + Reel
POV: Great business, invisible online?
04IG Story
Dessert Day: Calgary's best?
05
06Rednote
Guide: Reach Chinese customers
07
08LinkedIn + IG
Case: Taste of Asia x 3 platforms
09
10IG Carousel
5-point bilingual caption check
11
12TikTok + Reel
BTS: 1 shoot, 5 assets
13
14
15LinkedIn + Facebook
Why translation isn't localization
16
17IG + Rednote
Calgary business spotlight
18
19
20TikTok
Birthday: 3 hooks to steal
21IG Story
Gratitude question sticker
22IG Reel
5 fall content ideas for Calgary
23
24LinkedIn
Portfolio before/after + CTA
25
26Rednote + IG
Saveable Calgary weekend guide
27
28LinkedIn + Facebook
Free visibility scorecard
29
30IG + LinkedIn
Sep 30: Share learning resources
Schedule transcribed from the supplied September worksheet. These are planned posts, not a publication report.
06 · Measurement plan
Follow the path
from content to inquiry.
The work connects identity, content, website and email. A live launch would test where people engage, where they leave and which messages lead to useful conversations.
| Stage | What I would track | Source |
|---|---|---|
| Discovery | Reach, views and search impressions | Platform insights · Search Console |
| Engagement | Saves, shares and meaningful replies | Platform insights |
| Website & email | Tagged-link visits, signups and email clicks | GA4 · Forms · Mailchimp |
| Leads | Qualified inquiries and consultation bookings | Inquiry log |
The six-channel UTM worksheet shows the prepared naming system. Conversion events and reporting remain a launch plan. No live conversion or campaign performance is claimed.