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.