Alaska Seafood Marketing Institute
Digital Advertising | SiteCrafting
Notable Metrics
1,700%
More Website Visits6.32%
Click Through Rate
About the Brand
ASMI operates as a public-private partnership between the State of Alaska and its seafood industry. The work aims to boost the value of Alaska’s seafood product portfolio through a variety of tactics, including partnerships with retail grocers, foodservice distributors, media, and more.
The Challenge
Having never run ads before, the ASMI team wasn't sure where to start. There was no existing framework for setting goals, budget spend, or interpreting results — which meant early decisions were being made without a clear benchmark for success.
Partnered vendors primarily operated independently, so there was a lack of language or precedent on how data should inform their advertising strategy.
Collaborative design and analytics work with SiteCrafting/Aaron Marth.
The Process
Our teams launched three search campaigns targeting the West Coast, Midwest, and the South. The campaign was narrowed down to specific cities and zip codes, with a 90-day duration. This provided a comparison of performance metrics and keyword usage across regions.
The page originally lacked sufficient content to create user retention. To address this, we moved beyond a basic listing format and implemented several improvements as a team:
Vendor randomization – ensures equal visibility opportunity across vendors
Internal linking (blogs, recipes) – builds a stronger, more engaging user journey
In-depth button tracking – provides better visibility into where users go throughout the process
The Results
Oftentimes, when teams are ready to dive into advertising campaigns, it can feel like an all-or-nothing approach. What teams can benefit from instead is testing and compiling data that works alongside them for the future. This campaign spanned roughly 41 Alaskan fisheries, which made it difficult to narrow in on specifics. With that in mind, using data collected from the campaign, my team and a design partner created a quick-reference guide of metrics to share with the vendors.
The vendors were supplied with campaign outcomes (impressions, CTR), audience demographics (age, gender), and notable keywords that differentiated the West Coast and East Coast markets. With this guide, the ASMI team equipped vendors with actionable insights to run their own campaigns if they chose to.
Providing this knowledge to vendors was a new approach for ASMI to maximize the marketing power that comes with vendor membership. Coming from an agency background, I value education over gatekeeping projects — this opens doors for new ideas and creates clarity on how both teams can grow their workflows.