Development and improvement Things Jamaican e-commerce platform
Commissioned by the Jamaica Business Development Corporation (JBDC), this project aimed to transform the digital presence of the Things Jamaican e-commerce platform.
Globally Cool was engaged to design and implement a two-phase strategy to strengthen the digital marketing and e-commerce capabilities of the JBDC team. The platform, which showcases Jamaican artisanal and agro-processed products, was revitalised through capacity building, strategy development, and hands-on coaching.
Year
2025
Country
JamaicaType of activity
- Digital Marketing
- Strategy Development
- Webinars
Activities
- Conducting a situational assessment of JBDC’s digital marketing and e-commerce performance through website, social media, and stakeholder reviews.
- Facilitating strategic co-creation sessions with internal teams and suppliers to refine positioning and address buyer and supplier expectations.
- Developing a comprehensive digital marketing strategy and action plan, tailored for various audience segments including diaspora consumers, Caribbean suppliers, and international buyers.
- Delivering ten hands-on workshops and three Training of Trainers (ToT) sessions, building capacity among JBDC staff to lead MSME training independently.
- Providing one-on-one coaching and task-specific mentoring to reinforce learning and apply insights in daily work.
- Optimising branding elements across Things Jamaican’s website, social media, and content presentation, including SEO and storytelling improvements.
- Implemented a monitoring and evaluation (M&E) framework, including the use of Google Analytics 4 (GA4), KPI dashboards, and monthly reporting tools.
Results
- Strengthening internal capacity, with staff now independently managing SEO, content planning, and campaign monitoring.
- Refining audience segmentation into clear B2C, B2B (Caribbean suppliers and international buyers) categories, improving targeted messaging and strategy.
- Enhancing branding alignment with storytelling, cultural authenticity, and supplier visibility across platforms.
- Implementing strategic updates to the website and social channels, including new calls-to-action, consistent visual identity, and improved SEO indexing.
- Establishing groundwork for international marketplace expansion, including plans for Amazon and eBay integration and fulfllment services.
- Implemented GA4 tracking and KPI dashboards that support data-driven decision-making and non-sales impact measurement.