AerospacePEI.com – Industry Awareness
/ Career Promotion
The sky is no limit
We are working with this seven-company consortium to dramatically
raise awareness of the industry on Prince Edward Island and create
interest
among youth audiences in potential careers. Campaign launched May,
2005 via television, radio and print with accompanying website,
electronic and print collateral materials. Phase 2 rolled out fall,
2005 with the addition of a “DVD Aeromercial”, cinema advertising,
print, new TV and radio spots in PEI and New Brunswick, and industry
merchandising items. Wave 3 media ran spring, 2006, accompanied
by various industry sponsorship promotions. Results are tracked
through research (qualitative and quantitative) and web stats.
Careerknowhow.pe.ca – Integrated Social Marketing
Program
It’s not what you think. It’s what you know.
This three-year effort aims to 1) create respect and interest in
health and trade careers, 2) promote career planning and 3) change
attitudes
over time. All communications are designed to drive traffic to
the website, from media advertising and collateral material, to live
presentations in schools and communities, to fulfillment operations. Sectoral
promotion rolled out through 2004-2006 with multi-media
messaging focused on Health, Construction, Manufacturing, Automotive
and Tourism. Tracking studies show rising advertising awareness
and brand recognition, significant movement in attitudinal measures
and exponential increases in program registrations at Holland College.
Commission on PEI’s Electoral Future - Public Education
Program
Fair & Simple
Recommended communication strategy to the Commission and executed
a multi-media communication program leading up to the Nov. 28, 2005
plebiscite on electoral reform. A spokesperson was recommended
and selected, and messaging created for all media, including every-household
direct marketing. Two waves of attitudinal research showed high
interest among the electorate and growing understanding of the
electoral changes recommended by the Commission.
Downtown
Charlottetown Inc.
My Charlottetown… Make it your own.
We worked with Downtown Charlottetown Inc. on creative strategy
to help reinvigorate the downtown area as a place to live, work
and
play. A
positioning statement was recommended and agreed upon. Then
building on this, we developed and executed an integrated marketing
communication
program across all media from television and radio to print, co-op
programs and street signage.
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