Our approach

First, we work to understand your current situation, needs and opportunities. As an example, with marketing we identify your target customers, main competitors and the market trends and conditions that impact you. Then we work to understand the current state of your marketing efforts and comparing your goals and budget to your existing marketing strategy and channels.
Next, we work to understand your desired situation by articulating your top priorities, prioritizing the projects you currently have underway, and analyzing the challenges that you anticipate and encounter.
Then we then develop a strategy to get you where you want to go. We do this by leveraging all of the tools, support and acumen at our disposal to make your online efforts work for you. Our approach is consultative and hands on. We position ourselves to work with your existing team, driving greater accountability and results or we manage the entire process from strategy to execution.


“Planning is bringing the future into the present so you can do something about it now.” – Alan Lakein

Success begins with strategy. Every project starts with a deep analysis of your goals and market position. A well researched digital strategy can make the difference between success and failure. Our advantage comes from putting in the time to understand the market better than your competitors, and then developing a strategy based on best practices.

Every project uses this formula for success:

  • Gap Analysis
  • Competitive Analysis
  • Digital Strategy
  • Lead Generation
  • Content & Social Media Strategies

One of the best investments you can make in your marketing department is developing the skills of your employees. Keen Directive offers extensive training programs to equip your team with the tools to create copy and co-manage your digital marketing efforts. We also offer workshops on developing an in-house strategies, policies, and corporate guidelines. Workshops include:

  • corporate style guide creation
  • content strategy
  • digital marketing strategy

We do not have a typical client, and we do not have a typical solution. Every client has unique goals and barriers to overcome in order to reach those goals. Every project is built from the ground up resulting in a completely custom solution. Our projects use best practices learned through decades of management experience. There are thousands of things you could do, it is important to connect the dots and do the things you absolutely need to do. This is important in order to achieve a positive return on your investment and see the results you are seeking from your web centric activity.

We work with our clients to establish a strategy that implements some or all of these tools:

  • User Experience Optimization
  • Search Engine Optimization
  • Social Media Optimization
  • Pay Per Click / Adwords

The role of technology is to provide your users with an amazing, intuitive, and secure online experience. We do not employ flashy technology for the sake of using technology. The three metrics considered for each piece of technology are laid out below.

User Experience Optimization

Every part of your front-end site serves a role to optimize your clients’ user experience. By focusing on creating pages with natural readibility and flow, we can improve conversions on our call-to-actions. A high Quality Score is the natural product of our UXO approach, which lowers your CPC costs. HTML5, responsive design, and limited use of JavaScript were braggable features a few years ago. Now they are just standard operating procedure. How we lay out those elements from a user experience standpoint is what stands us apart from the competition. By focusing on making your site as easy to use as possible for your users, you will see an increase in engagement, acquisition, and conversions.


“If you can’t measure it, you can’t improve it.” – Peter Drucker

Keen Directive employs the latest in Google and third-party analytics and tracking software. We keep tabs on a number of metrics that are important to you already, and many that you may not have considered. By analyzing granular and big data, we can measure what is working for your campaign, and what needs to be improved.

Google Analytics produces a ton of data. Some of this data is relevant, but most of it is not. Our analytics experts know how to datamine what is important, and are able to present it to you in a way that makes sense.


Online data is under increasingly complex and widespread threats on a number of fronts. A hacker from anywhere in the world can wreak havoc on your site and threaten your very online existence. Hacking has become so proliferous that it has even got the attention of the presidential debates. Our senior management team has decades of experience dealing with computer security. Our client sites employ the latest security tools, which are regularly updated to keep your data safe. While nothing is ever 100% secure, you can rest assure you data is regularly backed up and tested to ensure business continuity online.

All our client sites are hosted at tier-4 datacenters which employs the highest level of perimeter security, redundancies and failovers to keep your site online with the highest availability levels in the industry.

Best Practices – Avoiding SEO Hacks

Each project starts with, and is grounded in a focus on best practices. For every business decision there is a choice of doing things the easy, fast, and cheap way, or doing things right from the beginning. Each project starts with, and is grounded in a focus on best practices. Hacking or taking shortcuts will get you to market quickly, and may lead to short term success, but will sabotage your chances for sustained accelerated growth. Focusing on doing things properly from the start requires more effort up front, but pays for itself many times over during the course of your campaigns.

Our vast wealth of experience means we can guide you in the approach, strategy, execution and analysis of successful campaigns. This will tend your campaign towards long-term, sustainable, and highly profitable success.

Lean Approach

Beating your competition is difficult, but staying ahead of them every week, quarter and year requires strict discipline and focus on process. At Keen Directive, we are continually analysing and tweaking your campaign to focus on what is working best and dropping the losers.

Your campaign won’t be perfect from day 1 no matter who you use, but at Keen Directive, we make sure your campaign gets better with every iteration. We take an intelligent approach to ensuring continuous campaign improvements which drive profitability and engagement.

Initial Assessment

Every campaign starts with a detailed assessment of your current goals and challenges. We need to really understand these challenges and goals before we present any campaign plans. When you engage with Keen Directive, we don’t send you a form to fill out. We instead ask deep probing questions about your current marketing efforts and goals. Just real conversations about where you are, and where you want to go.

In-Depth Research

We are web and marketing experts, but not experts in your unique market. Not yet. In order to understand your market, we perform extensive research on your market before we present your campaign strategy. Applying the same old tricks for everybody will not help you crush your competition and hit your targets. Our personalized approach to your campaign strategy means you will stand out above the masses.


Once your campaign is ready to launch, we take a multi-layered approach to ensure your entire web presence is cohesive, consistent, and rock-solid. Our dedicated team ensures every detail is considered and implemented on schedule.


Once your campaign is launched, we keep an attentive eye on its performance. Drop the campaigns that are failing, and enhance those that are adding real value to your organization. We are constantly tweaking and improving your campaign to deliver the highest possible value from your marketing budget.

Google Partner

Keen Directive is naturally a Google Partner. We specialize in building custom campaigns and online strategies that optimize your presence in the Google platform. Our campaigns are designed to optimize, not exploit Google’s constantly improving algorithms. The results are campaigns that are trusted and rewarded by Google.

Benefits to Your Campaign
Working with a Google Partner Your campaigns are trusted and rewarded by Google, not penalized
Our employees renew their Google qualifications annually Your campaign is worked on people who understand the fast-changing game of keeping up with Google’s latest requirements
Your campaign is optimized for user experience A better experience for your users, and lower CPC cost brought on by higher Quality Score
We are versed and experienced with Google’s tools Your campaign is managed by experts, so you can focus on what matters most to your business
We are constantly improving our Google skills and keeping abreast of the latest changes at Google Months from now, your campaign will enjoy the benefit of Google features that have not even been launched yet
Proven successful Google campaign results Our successful track record gives you peace of mind that we will work as hard as we have for our past clients to ensure you have a successful profit-driven campaign

Due Process

Keen Directive takes a 6 stage approach to building and monitoring your campaign.

  1. We learn about your business and current marketing situation by asking you key probing questions. By listening to what you already know about what works and what does not, we gain insight into your current competitive advantage and position in the market.
  2. We then ask you some questions about your short-term and long-term goals and any major hurdles that are stopping you from achieving the wild success you want to achieve.
  3. We perform exhaustive research into your market and competitors. We will identify the strengths and weaknesses of your organization and that of the key players in your market. At this stage, we will understand your market better than your competitors.
  4. We develop a strategy based on your highest priorities, biggest existing challenges, and gaps we found in our market research. The knowledge from this research will allow your campaign to connect with your customers in a way that your competitors cannot.
  5. Once the strategy and schedule of work is approved, we begin the execution and delivery your wildly successful campaign.
  6. Once your campaign is running, we continually monitor key indicators, analyze the numbers, and modify your campaign to drive engagement, acquisition and improve profitability.

Executive Team

Brock Pagnello

Brock Pagnello

Tech Guru

Brock brings a wealth of technology experience to Keen Directive. He has built custom software for some of the world‘s biggest airlines, built graphics processing software for embedded devices, was the IT manager for Canada’s largest commercial kitchen equipment provider, and built web and e-commerce services.

Orion Armstrong

Orion Armstrong


Orion has been building successful businesses since he was 13. His past ventures have included commercial real estate, marketing, business consulting, publishing, and building one of the largest commercial printing facilities in Canada.

Ming Leung

Ming Leung

Executive VP Accounts

Ming has a wealth of corporate business development experience. He has worked for some of the world‘s largest software companies, as well as marketing, printing, and real estate development. His biggest strength is understanding how a company fits into their market and how to best leverage the individuals in your team to make it happen. Ming is an absolute pleasure to golf with. Don’t make any bets on the game, though, because he will win.