CASE STUDY ALASKA SEAFOOD MARKETING INSTITUTE
CASE STUDY
ALASKA SEAFOOD MARKETING INSTITUTE
CASE STUDY
ALASKA SEAFOOD MARKETING INSTITUTE
THE CLIENT
The Alaska Seafood Marketing Institute (ASMI)
is a public-private partnership between the U.S. state of Alaska and its seafood industry, renowned as a world-class model for transparent and sustainable fisheries management. Alongside our client AgriSource, Southeast Asia’s leading agribusiness and food services consultancy, PAPER & PAGE was tasked with supporting ASMI’s efforts to penetrate the regional market for high-end seafood and seafood processing.
THE PROBLEM
There was little existing localized digital marketing content for Alaska seafood, but more to the point, there was almost no concerted effort to promote these products regionwide.
“THE EXISTING MARKETING EFFORTS WERE ADMIRABLE,
BUT FRAGMENTED. I SAW A NEED FOR A CONSISTENT
REGIONAL STRATEGY. I WANTED TO BRAND
WITH INTENTION.”
– Robert Woodrich, Co-founder & CEO of PAPER & PAGE
The cultures of Southeast Asia are deeply intertwined with life on the sea, so ASMI was wading into a region saturated with local seafood products. Nevertheless, we identified growing concerns regarding the quality and sustainability of aquaculture, or farmed seafood. In addition to a penchant for seafood, Southeast Asia is also known for its love of Facebook. The region contains three of the world’s top five cities by Facebook users: Bangkok, Ho Chi Minh City, and Jakarta.
THE SOLUTION
Responding directly to regional concerns about farmed seafood and highlighting its sustainable fisheries management, PAPER & PAGE positioned Alaska seafood as “Wild, Natural, and Sustainable.”
Sometimes, the ingredients speak for themselves.
Localization, localization, localization. We created a responsive website localized in English, Bahasa Indonesia, Thai, and Vietnamese using WordPress and a translation plugin, refined by our roster of talented translators. The site features Alaska seafood products and suppliers, health & nutrition information, and a database of recipes curated according to local tastes and market availability.
To boost the website’s traffic, domain authority, and SEO ranking, PAPER & PAGE
coordinated with industry partners to generate quality backlinks, while
running a campaign of carefully targeted ads on Facebook and photo-friendly
Instagram, capitalizing on Facebook’s dominance in Southeast Asia. We focused
our efforts on this platform and established pages for Thailand and Vietnam.
Quality backlinks were
generated in partnership with
a range of distributors,
importers, and leading
industry publications, such as
Thailand’s Gourmet & Cuisine.
TOOLS & METHODS
SOCIAL MEDIA
MARKETING
WORDPRESS
WEBSITE DESIGN
& DEVELOPMENT
SEARCH ENGINE
OPTIMIZATION (SEO)
INFLUENCER MARKETING / CONTENT CREATION /
GRAPHIC DESIGN & PHOTOGRAPHY / LOCALIZATION & TRANSLATION
THE RESULT
OUR WEBSITE, SOCIAL CHANNELS, AND PR ACTIVITY
HAVE HELPED REACH ALMOST 900,000 POTENTIAL
CUSTOMERS ACROSS SOUTHEAST ASIA, GENERATING
A NUMBER OF HIGH-VALUE LEADS AND PROMPTING US
TO ESTABLISH ADDITIONAL FACEBOOK PAGES FOR
INDONESIA AND MALAYSIA.
“We are thrilled to be working with
AN AGENCY THAT CAN ACTUALLY
OPERATE ACROSS SOUTHEAST ASIA
to give us the broader picture.”
TIM WELSH
SOUTHEAST ASIA REPRESENTATIVE,
ALASKA SEAFOOD MARKETING INSTITUTE
Working with
PAPER & PAGE has allowed ASMI to project a consistent brand message across Southeast Asia
and collect actionable data on campaign efforts for smarter advertising on a regional scale.
These macro-level insights empower ASMI to allocate its resources where they’re needed the most.
CASE STUDY
ALASKA SEAFOOD
MARKETING INSTITUTE
THE CLIENT
The Alaska Seafood Marketing Institute (ASMI)
is a public-private partnership between the U.S. state of Alaska and its seafood industry, renowned as a world-class model for transparent and sustainable fisheries management. Alongside our client AgriSource, Southeast Asia’s leading agribusiness and food services consultancy, PAPER & PAGE was tasked with supporting ASMI’s efforts to penetrate the regional market for high-end seafood and seafood processing.
THE PROBLEM
There was little existing localized digital marketing content for Alaska seafood, but more to the point, there was almost no concerted effort to promote these products regionwide.
“THE EXISTING MARKETING EFFORTS WERE ADMIRABLE, BUT FRAGMENTED. I SAW A NEED FOR A CONSISTENT REGIONAL STRATEGY.
I WANTED TO BRAND WITH INTENTION.”
– Robert Woodrich, Co-founder & CEO of PAPER & PAGE
The cultures of Southeast Asia are deeply intertwined with life on the sea, so ASMI was wading into a region saturated with local seafood products. Nevertheless, we identified growing concerns regarding the quality and sustainability of aquaculture, or farmed seafood. In addition to a penchant for seafood, Southeast Asia is also known for its love of Facebook. The region contains three of the world’s top five cities by Facebook users: Bangkok, Ho Chi Minh City, and Jakarta.
THE SOLUTION
Responding directly to regional concerns about farmed seafood and highlighting its sustainable fisheries management, PAPER & PAGE positioned Alaska seafood as “Wild, Natural, and Sustainable.”
SOMETIMES, THE INGREDIENTS
SPEAK FOR THEMSELVES
Localization, localization, localization.
We created a responsive website localized in English, Bahasa Indonesia, Thai, and Vietnamese using WordPress and a translation plugin, refined by our roster of talented translators. The site features Alaska seafood products and suppliers, health & nutrition information, and a database of recipes curated according to local tastes and market availability.
To boost the website’s traffic, domain authority, and SEO ranking, PAPER & PAGE coordinated with industry partners to generate quality backlinks, while running a campaign of carefully targeted ads on Facebook and photo-friendly Instagram, capitalizing on Facebook’s dominance in Southeast Asia. We focused our efforts on this platform and established pages for Thailand and Vietnam.
Quality backlinks were generated in partnership with a range of distributors, importers, and leading industry publications, such as Thailand’s Gourmet & Cuisine.
TOOLS & METHODS
SOCIAL MEDIA
MARKETING
WORDPRESS
WEBSITE DESIGN
AND DEVELOPMENT
SEARCH ENGINE
OPTIMIZATION (SEO)
/ INFLUENCER MARKETING
/ CONTENT CREATION
/ GRAPHIC DESIGN & PHOTOGRAPHY
/ LOCALIZATION & TRANSLATION
THE RESULT
OUR WEBSITE, SOCIAL CHANNELS
AND PR ACTIVITY
HAVE HELPED REACH ALMOST
900,000 POTENTIAL
CUSTOMERS ACROSS
SOUTHEAST ASIA, GENERATING
A NUMBER OF HIGH-VALUE LEADS
AND PROMPTING US
TO ESTABLISH ADDITIONAL
FACEBOOK PAGES FOR
INDONESIA AND MALAYSIA.
“We are thrilled to be working with
AN AGENCY THAT CAN ACTUALLY
OPERATE ACROSS SOUTHEAST ASIA
to give us the broader picture.”
TIM WELSH
SOUTHEAST ASIA REPRESENTATIVE,
ALASKA SEAFOOD MARKETING INSTITUTE
Working with
PAPER & PAGE has allowed ASMIto project a
consistent brand message across Southeast Asia
and collect actionable data on campaign efforts for
smarter advertising on a regional scale.
These macro-level insights empower ASMI to allocate its
resources where they’re needed the most.
SAY HI TO US!
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HELLO@PAPERANDPAGE.COM
T +66(0) 96 904 6868
PAPER & PAGE (Thailand) Co., Ltd.
188 Spring Tower, Floor 12
Phaya Thai Road
Thung Phaya Thai, Ratchathewi
Bangkok 10400, Thailand
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PAPER & PAGE (Thailand) Co., Ltd.
188 Spring Tower, Floor 12, Phaya Thai Road, Thung Phaya Thai,
Ratchathewi, Bangkok 10400, Thailand
Services:
Digital Marketing
Online PR
Web Development
Services:
Digital Marketing
Online PR
Web Development
