from May 14 – 16, 2012 at the Ottawa Convention Centre, 55 Colonel By Drive.
Level 1 on May 14 / Level 2 on May 15 & 16
Looking forward to meeting everyone.
Join us for the only forum of its kind in Canada by registering now.
Get Volunteering Campaign
May 8, 2012, posted by
An Integrated National Communications Case Study
Presented by:
Jeronimo De Miguel, AVP, External Relations, Manulife Financial
Graham Machacek, Director, Marketing Communications & Business Development, Volunteer Canada
BACKGROUND
About 13.3 million Canadians contribute 2.1 billion hours every year. That said, core demographic groups who form the next generation are not necessarily following in the footsteps of Canada’s ‘uber volunteers,’ who are getting older. Canada’s volunteers are at the core of preserving healthy communities nationwide. And so, there is a need to engage volunteers more effectively. Leveraging the 10th anniversary of the global International Year of Volunteers (IYV+10) – a United Nations 2011 initiative designed to celebrate volunteerism – Volunteer Canada, and one of its leading corporate supporters, Manulife Financial, set out to create a campaign that would engage a new crop of
volunteers by appealing to their unique skills, interests, and talents; ultimately, contributing to the health of a sector that is crucial to the vitality of Canadian communities.
For more you really need to Register Now for MARCOM Annual Forum 2012.
Make Death Wait Campaign
April 30, 2012, posted by
As part of the Marketing Excellence Recognition Program, sponsored by Marketing Magazine of Rogers Publishing, the Make Death Wait Campaign will be presented via Roundtable on May 16.
MAKE DEATH WAIT | Campaign Dates: October 31, 2011 – February 29, 2012
Raising Canadians’ awareness of the threat of heart disease and stroke which take 1 in 3 Canadians before their time.
Presented by:
Laura Plant, Director, Parent Brand Marketing, Heart and Stroke Foundation, OR
Joanne Cullen, Sr. Manager, Parent Brand Marketing, Heart and Stroke Foundation
Background:
The Heart and Stroke Foundation launched the Make Death Wait (MDW) campaign across Canada with a fully integrated campaign that included TV, magazine, newsprint and radio that ran at strategically planned weights and time frames between Nov.1 to Feb. 29th. The main objective was to wake Canadians up about the importance and prevalence of Heart and Stroke disease in their lives, and to support engagement and fundraising.
Two key messages were used: Heart disease and stroke take 1 in 3 Canadians before their time and #1 killer of women in Canada. Pre-campaign research revealed the fact that less than half the population of Canada was unaware of these two facts.
The campaign’s intent was to break through with a powerful message to drive home the urgency and personal relevancy of these diseases that were being largely ignored by Canadians as an ‘old white man’s disease.’ The campaign needed to put heart disease and stroke, and the Heart and Stroke Foundation, into the minds of consumers. The communication strategy was based on the fact that too many Canadians were dying too soon by these diseases given that 80% of deaths from these diseases are preventable. The creative idea was to boldly talk about the one thing no one wants to talk about – Death – and empower Canadians to “make death wait.”
Target Audience:
Boomer audience/rationale: largest segment (55-75) of the population, entering high risk years, greatest affinity to HSF, give to health related charities; have the greatest capacity to give.
Objectives:
- Build relevance
- Build emotional connection to the cause
- Inspire urgency and action
- Increase revenue
To hear all about this campaign, including lessons learned, make it part of your agenda at MARCOM 2012: May 16, 11:30 am – 12:30 pm.
Rethinking Sponsorships: IABC Ottawa podcast
April 25, 2012, posted by
One of MARCOM 2012′s speakers, Bernie Colterman, Managing Partner, CEPSM, was interviewed by Danny Starr (@dannystarr) on IABC Ottawa’s podcast The Voice. Bernie provides his perspectives about how the practice of corporate sponsorship has evolved over the last 20 years and begins to talk about how sophisticated it has become with “real” activation and an appreciation for adding value to the user experience.
List now: IABC Ottawa’s podcast The Voice: Episode 30: Rethinking Sponsorships
He’ll talk a lot about this at MARCOM 2012 on May 15: 1:45 p.m.
Re-wiring Your Sponsorship Program: Moving Beyond the Traditional Approach
When it comes to sponsorships, many organizations are stuck in the “traditional box” and in today’s sophisticated marketing environment this is simply not working anymore. This session will examine several approaches towards sponsorship that will help participants expand their range of sponsorship offerings, increase the value of these offerings and identify new prospects that go beyond the “usual suspects”.
What you will learn:
- how audience segmentation and branding can increase your range of potential sponsors
- how to move beyond “sponsor visibility” to more meaningful (and lucrative) sponsorship arrangements
- how to integrate social media and other forms of activation to drive value for your sponsorship proposals.
