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We've written some insightful, entertaining articles that span topics from support to design to content management and beyond!

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Sunbeam Lodge website on a computer monitor



Sunbeam Lodge provides a high level of medical and therapeutic care to infants, children, and young adults with multiple complex medical and developmental needs. Our facility is specifically designed to provide the warmth of a home-like environment incorporating many attributes of a nurturing and caring place for our residents to feel at home. We are proud of our professional nurses, personal support workers who provide the necessary resources with up-to-date technology and medical equipment in meeting the complex needs of technologically dependent children and young adults, especially those with Lifetime Neuro-Developmental Disorders requiring specialized professional care.

We are licensed by the Ministry of Children Community and Social Services, under the legislation of the Child, Youth and Family Services Act and Services and Supports to Promote the Social Inclusion of Persons with Developmental Disabilities Act.


Sunbeam Lodge's Main Contacts:

  • John & Shabnam Vos – Administrators

  • Angela Gossman – Residential Coordinator


No. of Employees: 65

Established: 1956

Location: 389 Pinnacle Dr, Kitchener, ON


Visit Sunbeam Lodge's website





Why did you choose REM?



We selected REM WEB SOLUTIONS after searching and scrutinizing several websites of firms that build websites. We were impressed with the content of their website and the various clients who they built websites for. Our initial conversations developed a sense of confidence that this was a company we would like to work with.



What was it like working with REM?



Developing our website from the initial conversations to the launch date took more time than we expected, totally due to our own circumstances. Nevertheless, we appreciated the patience and concern for detail by the team at REM Web Solutions, resulting in the production of a website we are very proud to show off. The site is truly representative of who we are and what we do. The development process of strict timelines was impressive.


Thank you to the multi-disciplinary team at REM Web Solutions for a job well done and for making the process positive and enjoyable. We would highly recommend any company to make REM Web Solutions their resources of choice to build them a quality and attractive website.



Thank you to the multi-disciplinary team at REM Web Solutions for a job well done and for making the process positive and enjoyable. We would highly recommend any company to make REM Web Solutions their resources of choice to build them a quality and attractive website.



Learn first-hand how we can help you with your website needs.
Contact us today!


Toll Free: 1.866.754.4111

Phone: 519.884.4111




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Illustration depicting people analyzing and compiling content on a laptop


Now that you understand the basic elements to building a website for your small business, the next step is to zero in on two areas of your website that can be overlooked and shouldn’t be: Content and Search Engine Optimization (SEO).


Before we get into the nitty gritty, one thing you must ask yourself before building out your content and making SEO plan is:


What is the purpose of your website?


Knowing the purpose of your website is crucial, it will help you create content that delivers the message that you intend. Do you want your website to be simple? Do you want your website to be a large eCommerce platform? You need to clearly showcase what your company is all about. This allows you to create a site that isn’t convoluted and filled with nonsensical information. It allows you to present only the information that you need while sticking to your brand.



Icon depicting text, images and layout for the web



What is content? It is anything and everything that you place on your website to inform potential customers about your business. Now that you have decided what you want to receive out of your website, you’ll need to build out content for multiple pages. Each page on your website should have a specific purpose that is directly linked to certain characteristics of your business. Here are some tips to help you craft your content.


Know Your Customer

In a previous blog post we discussed how to develop a buyer persona. Understanding the characteristics of your website audience will help shape the way you create and present your content. Remember, you can also have a secondary buyer persona and you don’t want to forget about this group as well. As you draft your content keep in mind who your customer is, detail your content to attract and keep their attention while visiting your website. This will benefit you in the long run and assist your sales process.


Use the Inverted Pyramid Model

If you haven’t heard of this yet, the inverted pyramid is a form of presenting information in writing, and it’s been around for decades. It suggests that you provide the most important information first, then as you make your way down the page you provide more specific information to support your message. For more information on the pyramid method take a look at this article.


Be Clear

It’s incredibly important that right off the bat you are extremely clear about what your business is all about. In a concise statement let the viewer know exactly what your business offers. If you look at REM’s home page, you’ll notice the first thing that you read is “We Provide Business Web Design & Development.” Our viewers know exactly what services and products we offer.


Keep it Simple

Remember, your content shouldn’t be paragraphs of information. The key to creating content is keeping it simple and easy to read. Your website should not act as an encyclopedia of your business, you want to keep it simple and concise. This includes the sentence structure, according to the Technical Communicators Association, a common plain English guideline says a sentence should be an average of 15-20 words. This will help your audience stay engaged with your content.


Write for the General Public

Depending on the business that you are in, one thing to keep in mind is that your audience will likely have no idea what you mean when you use industry-specific vernacular. You are the expert in your field, but this does not mean the individual that is viewing your website is. The rule of thumb is to create content for someone at a grade 7-9 reading level.


Add Calls to Action

Within your content you should strategically place calls to action, they are best used when they match the information that you are reading about. For example, on REM’s home page we have a “Blog Teaser” you will see teasers of our 3 most recent blog posts and as you scan over them you may see something interesting – there’s a “show all posts” call-to-action button right below the teasers to take you to our blog page. On our Website Design page, there is a call-to-action button that takes you directly to our Contact Us page that gives you all the options to get in touch with us.



In addition to text, you want to make sure that you’re making use of imagery on your website. Placing pictures on your website assists in presenting your brand as well as informing the viewer about your company’s products and services. When building websites for our clients, our designers typically request images from you to showcase what your business is about. It’s always preferred and better to use your images, however stock photography is always an option.



Icon depicting data analysis on a web page


Search Engine Optimization

Now that we have some general rules to abide by when you start drafting your content, we can’t forget the importance of investing in SEO practices. When REM designs and builds sites, we keep SEO practices in mind and our content management system (CMS) supports SEO updates. Each one of our sites have predetermined titled tags based on the style of your website, there are areas within WebWiz@rd that allow you to add meta tags and descriptions on the website as well as your web pages. Here are a few more tips for you while building and implementing your SEO strategy.



Thinking strategically about keywords in your page content is a great start. Having them scattered throughout your website is even better if they are placed strategically. When selecting your keywords, you want to make sure your keywords are specific to your business. Another thing to keep in mind is build your list of keywords based on what your potential customers would be searching for. With a keyword dense website, you increase your chances of being ranked higher in search engines.


Keep It Current

Another great practice to increase your ranking is consistently updating your website. After you’ve spent all of this time building content and having it designed nicely, odds are you don’t want to make significant and multiple changes to it. Don’t worry – you don’t have to! Blogging is a great option to identify your website as being refreshed. If you’ve never blogged before, have no fear it’s easy! Blogging is meant to be an informal way of connecting with your audience, teaching them about your products and services and sharing news about your business. Blogging is also another area where you can apply business specific keywords.



Adding links to your website content is also beneficial for your SEO rankings. You can use internal and external links. Internal links are those that you add to your content that link to other pages on your website. External links are those that redirect your viewers to other high-quality websites. Be sure the links that you create on your website have a purpose and are done thoughtfully. For more information on how to achieve proper linking on your website for SEO purposes, I suggest checking this article out.


Optimizing Images

As we previously mentioned, imagery on your website is a great form of content to express and provide variety to people visiting your website. However, it is very important that your images are compressed and optimized to render quickly upon your web page loading. If you have large, high-resolution images that you’ve added to your website, they may take longer to load – this can damage your search engine ranking significantly. Another great trick you can apply to your images are adding alternate (aka ALT) tags and captions that are keyword specific.



Final Thoughts

When you’re working on building a website for your small business, you need to take the time to make sure your website not only depicts your brand, but also your business. You need to make sure it’s user friendly and easy to navigate, concise and informative. Your content should be drafted strategically, easy to read and keyword dense.


At REM Web Solutions we have all of the tools to get you moving. It’s what we’re good at and we’ve built the software to prove it. Our CMS WebWiz@rd allows you to add content, images, links and so much more with ease. Our designers work with you to ensure your brand is expressed through the look and feel of the site, they help you create a layout to ensure your content can be easily interpreted. Our developers work tirelessly to ensure your website functions the way that you need it to. Our customer success team will guide you through the entire process by providing training and answering questions throughout your lifetime with us.


In addition to these services, REM has a great marketing team that can help you implement all of these tricks and tips in the correct way to ensure you launch a website that not only looks and functions great, but brings you business.


If you have any questions at all, please don’t hesitate to reach out to us – we’re here to help!


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Illustration depicting people working on building a website on a large laptop


Congratulations starting on your journey as a small business owner! As you navigate the waters and try to stop your head from spinning, we figured it would be a great time to get your feet wet on the steps to building a great website for your small business.


Here at REM Web Solutions, we provide you with everything you need to design, build, and support your website, we have compiled a list of services that we offer to help get you started and some key information to ensuring your website works best for you.



Icon depicting a desktop monitor with 'www' on it


Domain Name

Choosing a great domain name seems easier than you think, however it is critical that your domain name is easy to remember, is relative to your brand and company name and chosen with search engine optimization (SEO) in mind.

  1. Avoid special characters. Typically, your domain name shouldn’t have numbers or hyphens in it, word only domain names are easier to remember and have less chance of user error.

  2. Using the correct domain extension is also extremely important. You should always try to make your domain a .com unless it’s a .org, .gov, or .edu

  3. Less is best. Having a short and concise domain is easier to remember and far more user friendly. Remember, the odds of you using your domain for email addresses are high – which means less typing for those trying to reach you. When creating marketing material having your website’s domain name short will also allow you to design with less noise.

  4. Keep it simple by making it easy to spell without any slang or odd wording.

  5. When deciding what your domain should be, try to keep it nonspecific to your product or service. This gives you the opportunity to continue using it if your company decides to branch out with product/service offerings.

  6. Google it, once you come up with a domain, google it – this allows you to determine if there is a similar website based on the domain. You want to make sure your website and business stands out.

  7. Your domain should be SEO friendly, meaning it should include keywords and locations. A great example would be “”




Icon depicting a website server with a check mark next to it


Website Hosting and Support

When choosing the company that is going to host your website, it’s incredibly important to know what you’re paying for. When you’re purchasing your domain, you are effectively in a hosting contract with that specific company. If you build your website on their platform or another platform then you’re in a contract with that company. Separating your services could potentially cause you headache in the long run, you want to make sure that your hosting provider can support you all around.


At REM Web Solutions we provide you with everything that you need to get your business’ website up and running. I’ll break down the services for you:


Domain Management

What does domain management really entail? Well, in the first part of this post we talked about choosing your domain. Once you have chosen something you have to purchase it and register the domain with a Registrar. Most companies that offer domain management, have accounts with these registrars that allow them to register the domain on behalf of a client. At REM Web Solutions, we have accounts with two main registrars, we purchase domains for you, handle the renewals, act as the admin for you so you don’t have to worry about updating nameservers.


DNS Hosting

Once you have your domain chosen and registered, the next step is to have your hosting provider set up your DNS hosting. Having the same hosting provider host your DNS is one of the most important decisions you will make. In the event of your site not functioning properly, email not sending, etc., DNS investigation is typically your first plan of action. Your hosting provider should be more than capable to help you manage your DNS settings, and update them when required. At REM Web Solutions, DNS hosting is part of your package when you’re a client of ours and we’re available to you during our support hours to make sure any update required can be completed for you with ease.


Website Hosting

Having a reputable company host your website is imperative. When you’re shopping around for a company to do your website hosting, it’s beneficial to you to understand how your website is being hosted. For example, once you’ve built your site, are backups being made of your data in the event of downtime? How secure is your website on the company’s servers? In the event that you need to make fundamental changes to your website is the company ready to meet your needs and potential demands as you grow? Working with a hosting company who can provide you this type of information is imperative. Don’t be afraid to ask.



Once you have clearly defined the hosting aspect of the company you’re doing business with, be sure to ask them about the amount of support that is available to you. Building/designing a new website is a challenging thing. There may be moments when you’re trying to change your website, or have it function in a specific way and you’re hitting roadblocks. Having a support team available to you is crucial, especially in the beginning. At REM Web Solutions, our support team is one that we are proud of, we are dedicated to the success of your business. Majority of people aren’t designers or developers, so having a team that’s willing to advocate for you is half the battle.




Icon depicting a pen on top of a web page


Content Management Systems

As defined by HubSpot, a content management system (CMS) is a software application that allows users to build and manage a website without having to code it from scratch or know how to code at all. For more detailed information on content management systems, I suggest reading this blog. When building your website for your small business it’s essential to choose one that works best for you. There are many different ones out there that are designed for different reasons – budget and user-friendly platforms are the first that come to mind. Here at REM, we have built our own custom content management system (WebWiz@rd) that is easy to use, adaptable and comes with a bunch of support to help you navigate it.




Icon depicting thumbs up and arrows pointing up


Create an Engaging Website

When designing and building your website you want to make sure that you drive engagement. You want viewers to have a positive impression when they visit your website. Make sure that your brand is clearly captured through the design of the website, this allows your messaging to be well received. In addition, not only should your website clearly describe your products and services, your graphics and fonts should be simple and easy to read. One thing to be cautious on is ensuring your graphics are optimized for fast loading; search engines decrease your ranking if they are slow.


Navigation and Pages

One of the things that makes your website easy to use for viewers and potential customers is having a clearly thought-out navigation. Designing a navigation that allows viewers to find information easily is crucial, your navigation should link to the most important pages on your website, which typically are:

  • Home

  • About Us

  • Products/Services

  • Management Team

  • Contact Us

  • Terms of Use

  • Site Maps

  • Privacy Policy


These pages can be linked in your header or footer navigation. If you have other pages that are important to your business, they should be added into your navigation as well. Our design and marketing teams at REM are here to help you create and design your navigation and pages to ensure that you’re creating the best content for your site. We’ll guide you on best practices to ensure your business is clearly and effectively presented to the rest of the world.




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Once your site has been built, it is incredibly important that you create and add new content on a regular basis. Search engines give higher rankings to sites that are continuously updated. One of the best ways to achieve this is by blogging, other options include updating customer testimonials, creating a news section on your website and updating it with pertinent news about your products or services. When updating your website, you want to make sure that you’re still using design elements that are consistent with your brand.




In Conclusion

When building a website for your small business there are a lot of things to consider. Remember, the key is to have your website work for you. Your website acts as your resume to the rest of the world, potential, and existing clients. Your website should be a tool that you are using to generate business and a significant amount of thought should be put into the process. Bringing all of the pieces of your business together can be quite the daunting task, however, we’re here to help you.


If you’re not sure where to start or if you want to make changes to your website feel free to contact us!


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Canadian flag with fireworks in the background


From all of us at REM Web Solutions, we wish everyone a Happy Canada Day! Please note that REM will be closed on Thursday, July 1st and Friday July 2nd.


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Byma’s Tire & Auto website on a computer monitor



Byma’s Tire & Auto is a family owned and operated Full Service Automotive Repair Facility that has been proudly serving the Kitchener Ontario community for over 30 years. We service all makes and models, including Hybrids and Electric Vehicles.


Byma’s Tire & Auto's Main Contact Person: Dave Byma, Owner


No. of Employees: 14

Established: 1987

Location: 10-1170 Fischer-Hallman Rd Kitchener


Visit Byma’s Tire & Auto website





Why did you choose REM?



We love finding small local businesses to support, and we were very happy with the quality we saw when we found their site.



What was it like working with REM?



Amazing.  From the get-go, it was super friendly and easy, they were able to make our vision come to life and were so accommodating with all the changes we made. Support is fantastic and fast.  Everyone is so accommodating and willing to help.



Everyone is so accommodating and willing to help.


-- Dave Byma, Owner



Learn first-hand how we can help you with your website needs.
Contact us today!


Toll Free: 1.866.754.4111

Phone: 519.884.4111




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Graphic of the letters P, E, S and T in colourful bubbles


As you move along building out your business plan, you spend a significant amount of time preparing yourself to ensure your products and services meet the needs of your potential clients. To date we have touched on many different tools that you can use as leverage when building your go to market strategy. We have discussed how to develop your Buyer Personas, Unique Selling Proposition, and how to define your company’s placement within The Brand Triangle. Majority of these tools are customer focused which is great, however there are external factors that you cannot afford to dismiss and using the PEST Analysis will help you prepare for barriers that you have little control over.



What is a PEST Analysis?

In 1967 a Harvard professor named Francis Aguilar created the PEST acronym to help businesses understand how external factors can inhibit the success of their products and services. As you build out your business plan it is critical that you complete this analysis as it will help you adjust your plan, product or service to best fit the needs of your potential customers based on political, economic, social and technological factors.



Understanding how political factors can influence your product/service offerings is incredibly important. For instance, if you’re shipping products overseas, logistically there are a lot of hoops to jump through. It is essential to understand the political ramifications that may occur. Other issues like trade agreements, tax guidelines and employment laws—to name a few—are factors that your business should be well versed in. It is also incredibly vital to understand the government structure of the regions you may be doing business in, as there may be limitations imposed by government officials that you are unaware of.



Understanding the state of the economy can be incredibly useful when building your business plan. Being knowledgeable on inflation, interest rates and economic rates will allow you to weather some storms that other companies may not be able to. For example, if you are selling a product/service to a consumer, knowing and understanding how much money they have allows you to adjust things such as pricing and your marketing efforts.



Making informed decisions about your business offerings based on social factors help you establish and quantify the needs of your target market. Knowing what consumers find valuable based on societal trends proves to be a significant tool. For instance, perhaps you are a landscaping company and you’ve done research that suggest people are more conscious of the products they use and how they effect the environment. Leveraging this information by offering fertilizers and goods that are environmentally friendly and organic can be a significant selling point for you.



As we navigate through what is known as the Information Age of technology, it is necessary that you are aware of how it affects your business. Technology can be both a good thing and a bad thing, information is easily accessible by almost anyone now, with a quick keyword search anyone can find info about anything really. This can be difficult because consumers are far more educated than before and they have options accessible to them. Another issue that comes into place with technology is innovation, it seems like every day something is being created to automate the solution that you are trying to solve for consumers. Therefore, it is critical to stay on top of technology trends and use what you know to your advantage.


Now that you are aware of the importance of creating a PEST analysis for your business, go ahead and try completing one. Keep in mind that once you do this analysis; it is not written in stone as external factors are everchanging. To keep your business relevant. we recommend that you complete a PEST analysis every 6 months. This will help guide your business and allow you to determine whether certain aspects of your product or service should be changed to keep up with political, economic, social and technology trends.


We also recommend that you include all departments of your company to help you with this analysis. Each department will have a different outlook on how each of these factors will affect sales, marketing, product development and management. By creating a PEST analysis, you will have a better view of how your organization functions; you’ll be far more prepared to deal with potential threats to your business, and it will also allow you to generate more opportunities within your product/service offerings.


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Illustration of two people next to an NFT coin and digital items


Have you heard about the hype on NFT’s? Well to be honest, I surely missed the memo on this new form of blockchain-based trading. Did what I just say make any sense? Probably not. I’m still doing my best to figure this one out and it seems like I’m not the only one on the struggle bus. So let me try to decipher what I learned.


NFT stands for Non-Fungible Token.



Fungible vs. Non-Fungible

I think the first thing we should attempt to understand is the difference between something that is fungible and something that is not.



According to Investopedia, “Fungibility is the ability of a good or asset to be interchanged with other individual goods or assets of the same type. Fungible assets simplify the exchange and trade processes, as fungibility implies equal value between the assets.”


Examples of physical assets that are fungible would be the dollar, gold and casino chips. If you exchange any of these for something else, the value remains the same. If I have $500 in casino chips, I have $500 in cash. Instances of digital fungible assets would be Bitcoin and frequent flyer points.



A non-fungible asset is something that can’t be substituted and the value is not interchangeable. Examples of physical non-fungible assets are houses and paintings. Instances of non-fungible digital assets are video game skins and copyrights.



Now that we somewhat have a grasp on the difference between fungible and non-fungible, let us try to understand the concept of these “tokens.” A token is a digitalized certificate that is secured by a blockchain database. As defined on Investopedia, “…crypto tokens are cryptocurrency tokens. Cryptocurrencies or virtual currencies are denominated into these tokens, which reside on their own blockchains. Blockchains are special databases that store information in blocks that are then chained or linked together. This means that crypto tokens, which are also called crypto assets, represent a certain unit of value.”


Non-Fungible Token

I think I’m making some progress here, so let’s tackle the definition of a non-fungible token provided by Investopedia once again. “Non-fungible tokens or NFTs are cryptographic assets on blockchain with unique identification codes and metadata that distinguish them from each other. Unlike cryptocurrencies, they cannot be traded or exchanged at equivalency. This differs from fungible tokens like cryptocurrencies, which are identical to each other and, therefore, can be used as a medium for commercial transactions.”


That is a lot of words that now make some sort of sense to me, and I will do my best to give you an analogy that hopefully gives you a bit more clarity. When I read through this definition the first thing that comes to mind is sports cards, whether baseball, basketball, etc. Each card holds a specific value and that value is determined by the owner and purchaser. Majority of the time, there is not a dollar value attached when individuals are trading sports cards. This example would be considered a physical non-fungible token.


The Digital Hype

Now this is where I sometimes get lost, when discussing digital NFT’s—which can be pretty much anything, such as music, drawings, GIFs, etc.—I’m going to use digital art to illustrate such as a digital artist creates an image and sells it as an NFT; they are selling the original file. Yes, you can right click and download copied versions of it, BUT it is not the original. Think of it this way, Leonardo da Vinci’s Mona Lisa: you can go to the market this weekend a purchase a copy of it for $10, right? However, where is the original masterpiece and how much is it worth? Right now, this piece of art is hanging in the highly secured Louvre Museum and is apparently valued at somewhere around $700 million USD.


In 2021 the digital artist Beeple created and sold the most expensive NFT artwork. The name of the piece is “Everdays: the First 5000 Days.” It was auctioned at Christie’s starting at $100 and eventually sold for $69.3 million. This non-fungible digital token’s worth in 2021 is astonishing, however the trend is continuing and becoming a fantastic way for digital artists to make money.



If you’re anything like me, you’re probably still scratching your head in disbelief and you’re not quite sure how to make of this information. I believe as cryptocurrency evolves things will become clearer. I am currently in the process of purchasing my first NFT and will share my thoughts in a later post!


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Illustration of shaking hands with laptop and other things


I know it seems like our Marketing 101 series is never-ending, however that’s because building out your Marketing strategy and implementing it is a never-ending process. It requires constant updating and refreshing; however, if you have built a clear and concise plan, you need not worry because now all you need to do is continue to push what you’ve built and share it with the world!


Ah… and there she said it… SHARE IT WITH THE WORLD. That’s right, friends, we’re finally going to start talking about the best ways to deliver your brand via multiple advertising vehicles. When businesses implement an Integrated Marketing strategy, they are far more successful with capturing the attention of potential customers and creating a sustainable plan of action to increase returned business.


What is Integrated Marketing?

Integrated Market is the practice in which a business unifies all marketing communication through their advertising, social media and public relations. It is meant to align your brand’s messaging that is being shared with the world. The goal for creating an Integrated Marketing plan is to ensure that your customers receive the same message and feeling about your brand whenever they receive communiqué and interact with your business.


As the basketball season comes to an end, I figured the best way to describe the effectiveness of an Integrated Marketing campaign is to use the branding of our beloved Toronto Raptors. A few years back, The Toronto Raptors released an explosive marketing campaign and the words “We the North” has resonated globally. The Toronto Raptors are typically the first thing that comes to mind whenever we hear this catchphrase… and this, my friends, is a successful integrated marketing campaign.


Any brand messaging that is delivered from the Toronto Raptors is oozing with anything and everything that signifies “We the North.” Commercials, social media, advertising, merchandise and any sort of public relations efforts all convey that the Toronto Raptors is a collective beam of hope for representing the North in the National Basketball Association. Smart right?

Now that we have and understanding of what Integrated Marketing is, let’s review the basics on how to build an integrated marketing campaign.


What is the goal of your campaign?

Before you start any work on your integrated marketing campaign, you must establish the goal of the entire campaign. When crafting your objective, make sure you follow the SMART method, this will help you create a clear and well-defined plan and allow you to monitor your success.

What marketing channels do you intend on using?


Once you have a clear understanding of your marketing campaign’s targets, the next step is to decide which marketing channels you intend to use. When deciding on your marketing channels, it is important to use a variety to make sure your campaign is reaching a large spectrum of customers. Some of the most common channels are:

  1. Advertising

  2. Email marketing

  3. Direct marketing

  4. Public relations

  5. Sales promotions

  6. Personal selling

  7. Digital marketing

  8. Social media

  9. Packaging

  10. Events and sponsorships


Buyer Personas

Once you have decided which channels to use for your integrated marketing campaign, it is important that you define a buyer persona for each channel. It’s incredibly vital to construct your theme in way that is well received by each persona. This provides you with the ability to create a clear theme and attract the attention of the specific target audience. Once you have decided the buyer persona for each channel, it’s crucial to assign a manager for each one. This makes certain that the marketing campaign is being thoughtfully and carefully managed.


Content is King

Now that we’ve established Who, What, Where and When, we can get into the How. Creating content for your marketing campaign is the most exciting part. Keep in mind when constructing your content that you should be able to continuously use it across all platforms. Remember, the key is a clearly defined campaign, you want to deliver the same message across all channels to clearly share your brand with the world.



Once you have all your messaging, it’s time to launch your campaign! Once you have launched, remember this isn’t the end of the process. You want to make sure you are tracking your metrics and understanding how your marketing campaign is being received. Always remember that you can tailor your efforts and tweak them as your review your metrics, this does not mean that you want to change your theme, you may just want to adapt to what is working for your business needs based on what isn’t working.


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Illustration of a man juggling the letters S, M, A, R and T


At a very young age I was taught the benefits of creating goals for myself and didn’t really understand the importance until I was much older. I remember always thinking to myself, what do I want out of life? Where do I want to be in 20 years? What do I want to be when I grow up? Great questions to ask of course, however the real kicker came in when I started asking myself…


How do I get there?


As I got a bit older, I started to really think about my personal and professional ambitions and realized that achieving milestone objectives meant creating interim ones for myself; little did I know, I was practicing the basics of creating SMART goals for myself.  


What does SMART mean?

SMART is an acronym used across many organizations today that represent the characteristics of creating objectives that are inspirational, focused and clearly defined. This idea came from a paper written by George T. Doran in 1981 called “There’s a SMART Way to Write Management’s Goals and Objectives” and encourages people and organizations to create objectives that are


Specific, Measurable, Achievable, Realistic and Timely.




Being specific is extremely important when it comes to setting objectives. This is when you clearly define what it is that you want to accomplish. Some of the questions you should ask yourself here are:

  1. To accomplish your goal, who needs to be involved?

  2. What is the result that you’re seeking by creating them?

  3. How long are you giving yourself to achieve them?

  4. What are the potential barriers that exist that can prevent you from reaching them?



Apply some sort of metric that allows you to measure the progress of your objective. This will help you monitor your progress and provide you with the ability to conclude when the goal has been met. Some people use time as a metric to validate the progress of a target, some use a dollar value if there is monetary value associated to them. There are plenty of other ways to measure different types of targets; for example, if you are trying to solve a problem or create a solution, the likelihood of success can be used as a metric itself.



We all create goals in life, some of us have aspirations and dreams that we would like to accomplish in our lifetime. Not to burst anyone’s bubble, but it’s incredibly important that the objectives we set out for ourselves—whether personal or professional—are achievable. Once you know what you want to do, it’s important to make sure that you have the ability to carry out what needs to be done in order to achieve your ambitions. This is not meant to discourage you; however, many see this characteristic of objective creation to be motivational. For instance, perhaps you’re attempting to do something but don’t have the skills, can you acquire them by taking a course?



This in my opinion is the most important characteristic of setting a target that will increase your potential for success. Is what you are trying to accomplish relevant to you or your business? As an example, if you’re a business creating a product or providing a service and you’re faced with a decision on whether or not you should change your offering, it’s imperative to keep in mind whether or not the change is relevant to your business and customers.


Time Bound

It’s incredibly important to set your ambitions within an achievable timeline. Take the extra steps to ensure the end date you have chosen is a logical date. As you build out your plan and time line, be sure you have clearly stated the deliverables required to meet your ambition and establish a clearly defined time it will take to complete them, ensuring you add room for flex.


Now that you have the basics on what it means to create SMART goals, give it a try! Ask yourself any question that you can possibly think of, including the hard ones. Take the time to do your research, we all can achieve the objectives that we set out for ourselves, the biggest battle you’re going to face is being diligent and sticking to your plan. If you’ve evaluated each one of these characteristics and how they affect your target, you’ll be prepared for any obstacle you face.


Remember, this method is great for all types of goals whether they are personal or business related. It can be utilized in all departments at every level.


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This is a headshot of Shauna Ramsaroop.

SMWIA Local 562 website on a computer monitor



Here at Sheet Metal Workers International Association Local 562 (SMWIA 562) we are a group of members who do sheet metal work.  Primarily in the Industrial, Commercial and Institutional side of the construction industry; factories, schools, hospitals etc.  We have a group of signatory contractors that draw their workforce from our hall.  The contractors call the hall and draw from “available for hire” skilled workers.  We do regular training and upgrading for our members, welding, safety training etc.  Apprentices that we take in now and again come into the hall and take an aptitude test, 70% passing grade puts them on the “available to start an apprenticeship” list.  Before they can start their apprenticeship, they will come to the hall, fill put all necessary paperwork and receive a work permit.


SMWIA Local 562's Main Contact Person: Lawrence Coulis, Business Manager


Established: Local 562 was Chartered in 1956

Location: 100 Campbell Ave. Unit 3 in Kitchener


Visit SMWIA Local 562 website





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