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"In my opinion, they have the ability to develop state-of-the-art and/or best in class marketing materials."
Ted Reid
Dean
Loyalist College Training and Development Centre
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Portfolio
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Integrated Media and Advertising Campaign - Canada Retirement Information Centre
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 Challenge:
The Canada Retirement Information Centre was looking to generate publicity for its series of three free public presentations for retirees, the first of which was held on January 25, 2007. These presentations, titled The Tax Rules Have Changed!, outline very important and little known information about the government’s proposed tax changes and how seniors can save thousands in tax by taking advantage of the new rules. They are the first of their kind to be held in Canada on this topic.
Solution:
The team at Marketing Breakthroughs developed an integrated advertising campaign and media campaign to increase registrations for these events and create interest and exposure for our client.
The campaign featured a new Internet brand, www.seniorssavetax.com, 15 and 30 second radio spots, print and web ads in the Ottawa Catholic School Board’s Connections Magazine and website, a targeted directed mail campaign, and a targeted public relations strategy to support this advertising.
In the week leading up to the January seminar, we created a press release and sent it via e-mail and fax to a carefully researched media list, including local daily and weekly newspapers, magazines, television and radio stations, and seniors’ websites. We followed the release with a personal call to each of the media recipients to encourage them to cover the event.
Results:
About 650 seniors filled the Hellenic Banquet Centre in Ottawa to capacity. Canada Retirement CEO Fred Bowie was interviewed by:
CFRA Radio’s Business @ Night (10 minute feature interview with Greg Hebert) – January 24
CTV’s noon and six ’o clock newscasts (2 minute interview with Michael O’Byrne, as well as news coverage from the seminar itself) – January 25
CTV’s noon newscast (second interview) – January 26
Rogers’ Ottawa Citizen Business TV (10 minute feature interview with Janet Eastman) – February 1, repeated February 2
Ottawa Citizen (interviewed by Kristen Goff for a column about tax changes for seniors and income splitting) – January 27
Overall, about 2,200 people are expected to attend these seminars, making
it the most successful campaign ever in Canada Retirement’s 27-year history.
View the Media Release
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| A full house at the Hellenic Banquet Centre. |
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;)