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[ Case study · Wayfinding ]
Township of Woolwich

How people find St. Jacobs.

The Township of Woolwich set out to strengthen the St. Jacobs brand and plan new wayfinding signs, with pl.ural as lead consultant. Neumarkets joined as the digital sub-consultant to analyze how people find St. Jacobs online.

The project ↓SEO
  • Brand audit
  • Web analytics
  • Social
  • Search
For
Township of Woolwich
Project
St. Jacobs Brand Audit and Wayfinding Sign Strategy
Lead consultant
Our role
Digital audit
[ The project ]

One brand,
one way around.

St. Jacobs draws visitors to both its Farmers’ Market District and its village.

Funded by a Regional Tourism Organization 4 grant, the project set out to reinforce St. Jacobs’ identity, build one brand that links the Farmers’ Market District to the village, enhance its sense of place and make it easier for visitors to find their way.

It ran in phases, starting with a brand audit and moving through wayfinding analysis, sign design and documentation, with community engagement along the way.

[ Our part ]

The digital
evidence.

In the brand audit phase, we analyzed how people find and follow St. Jacobs online, then wrote key findings, analysis and recommendations with an executive summary for pl.ural’s team.
  • Website analytics and traffic sources
  • Public social media channels across St. Jacobs
  • Search data: the words people use to find St. Jacobs
  • An executive summary for the brand audit
[ In the published strategy ]

About two-thirds of digital visitors found the Market through search.

The Township’s published strategy finds that two-thirds of digital users reach the St. Jacobs Market through organic search, and that the top search term is simply “St. Jacobs”. Read the public strategy (Committee of the Whole).

[ What happened next ]

After the
audit.

The project milestones, from the Township’s public council records.

  1. Step 01 / 04

    Contract awarded

    Woolwich Council awards the St. Jacobs Brand Audit and Wayfinding Project to pl.ural.

  2. Step 02 / 04

    Engagement and audit

    A stakeholder session, a pop-up at the market and the village, a public survey and a workshop. Our digital audit fed the brand audit phase.

  3. Step 03 / 04

    Strategy adopted

    Council adopts the strategy, with St. Jacobs Country as the umbrella brand.

  4. Step 04 / 04

    Signs funded

    The Township funds St. Jacobs Country wayfinding, starting with phase one.

[ More wayfinding ]

More municipal
work.

All our work →
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