1. ADM 4325 M – Promotional Planning Practicum
APPENDIX
Assignment prepared by Group 4:
Anthony DiRienzo
Jordan Hamilton
Jamie Kibsey
Maripierre Lafrance
Alexandre Midea
In conjunction with the PowerPoint Slides prepared for
Canadian Heritage
March 31, 2015
2. Table of Contents
EXECUTIVE SUMMARY................................................................................................................. 1,2
CRITICAL ANALYSIS & ISSUE IDENTIFICATION .................................................................. 3,4
Figure 1: Timeline................................................................................................................................5-7
Figure 2: Canada150 Flag........................................................................................................................8
Figure 3: Sample Webstie........................................................................................................................8
Figure 4: Sample Twitter Account ...........................................................................................................9
Figure 5: Sample Facebook Account........................................................................................................9
Figure 6: Allocated Budget....................................................................................................................10
Figure 7: Master Blocking Chart....................................................................................................... 10,11
PHASE 1..............................................................................................................................................12
PHASE DESCRIPTION...................................................................................................................13-15
Figure 8A: Closeup of Facebook Ad......................................................................................................15
Figure 8B: Sample Facebook Ad (in window)........................................................................................16
Figure 9: Storyboard for Ad #1 (Capture150).........................................................................................17
Figure 10: Billboard Ad Example ..........................................................................................................18
PHASE 2..............................................................................................................................................19
PHASE DESCRIPTION...................................................................................................................20-22
Figure 11: Storyboard for Ad #2 (Own150) ...........................................................................................23
Figure 12: YouTube Storyboard (Own150)............................................................................................24
Figure 13: Own150 Toolkit ...................................................................................................................26
PHASE 3..............................................................................................................................................27
PHASE DESCRIPTION................................................................................................................... 28,29
Figure 14: Storyboard for Ad #2 (Own150) ...........................................................................................30
EFFECTIVENESS..............................................................................................................................31
Figure 15: YouTube Potential Ad Reach................................................................................................32
Figure 16: Facebook Potential Ad Reach ...............................................................................................32
3. 1
EXECUTIVE SUMMARY
Promotional Mandate
The following report, conducted by Team 4 of the Telfer School of Management’s Promotional Planning
Practicum (Winter 2015) course, is a response to Canadian Heritage’s request for a detailed promotional
plan regarding Canada’s 150th
Anniversary, in the years leading to and during 2017. The report is a
culmination of both primary and secondary research, in an effort to construct a promotional plan that
effectively addresses the desired objectives sought by Canadian Heritage.
The objectives are as follows:
-Reach awareness and participation of youth across Canada
-Increase the target audience’s understanding of Canadian history
-Foster a greater sense of pride and belonging within the target audience
-Increase civic engagement and voluntarism regarding the 150th
celebrations
-Spark nationwide conversations about the vision for our country, particularly amongst youth
Responding to these objectives, our team has constructed a promotional plan consisting of three major
phases: Capture150, Own150 and Our150.
Capture150: Sacralization of the Brand
The first phase of our promotional plan, a promotional contest entitled Capture150, will leverage the
consumer behaviour theory of branding sacralization. In an attempt to increase brand awareness amongst
our target audience regarding the Canada 150, the campaign will focus on adding meaning and value to an
otherwise profane object; in our case, the Canada150 flag1
. The sacralization will occur through rarity
and prestige: a limited number of 13 flags, signed by 150 of our most admired Canadians will be used to
capture the attention of our target audience.
Capture150 is essentially a nationwide treasure hunt, wherein Canadians must first vote for their
respective cities/towns to be given a chance to participate. Our target audience will be first exposed to the
contest through television ads, which provide limited information and urge the audience to find out more
via Facebook, Twitter and our website. The second stage will be a purely online campaign focusing on
urging Canadians to vote for their city to receive one of the 13 flags. The cities that receive the most votes
as a percentage of population will be chosen to Capture150.
The treasure hunt will be operated primarily on Facebook and Twitter; by first spontaneously launching
the day of the hunt, followed by issuing a set of historically-oriented clues pertaining to the location of the
13 Canada150 stickers that must be found in order to win the Canada150 flag for that city.
Our belief is that this campaign will effectively increase brand awareness, while also fostering youth
engagement as well as increasing our target audience’s knowledge on their local Canadian history.
1
It should be noted at this point that the Canada150 flag and logo used throughout this report is
merely a placeholder, to be replaced by the winner of the Canada150 logo design contest.
4. 2
Own150: From the sacred to the tangible
Phase two of our promotional plan, which we have entitled Own150, is our response to the branding
sacralization that was developed in the preceding phase. This promotion offers our target audience a
chance to own their very own piece of Canada150 (the now sacred Canada150 flag), while also providing
a vehicle for displaying and professing their thoughts on our country’s past, present and future.
The basis for phase two is a consumer promotion package, which we have entitled the Own150 Toolkit.
Within this toolkit are three items: a small Canada150 flag, the Own150 bracelet and a set of instructions.
Own150 urges Canadians to upload a picture or video of their favourite aspect of Canada, while also
giving their thoughts on Canada: what it is that they believe makes Canada free, strong or proud as well as
their thoughts on our past and future as a country. Tailored promotions relating to the strong/proud/free
themes will feature a selection of these submissions that relate to the given theme at that time. Financial
proceeds of the Own150 Toolkit will be directed to charities voted by Canadians via the smartphone
application or website.
Through participating in Own150, our target audience is taking ownership of our country. By wearing the
Own150 bracelet, they are publicly displaying this commitment and influencing others to follow suit.
Our150: Our shared responsibility
The final phase of our promotional plan further develops the notion of ownership, but shifts the focus
from the individual to the collective. A unified Canada will be central to the campaign, with user-
generated content extensively used, depicting our journey thus far as well as our shared responsibility as
Canadians to uphold the values and issues addressed in the Own150 phase. It should be noted that with
this campaign celebrities are not the opinion leaders, unlike the first two phases. The reason for this is
because the focus is on the youth and how they will directly impact the country going forward; hence the
Our in Our150.
Budget, Scheduling and Other Appendices
For more detailed overview of the three phases of this promotional plan, as well as detailed financial
forecasts, scheduling, and examples of promotional materials, please refer to the appendices attached to
this report.
5. 3
CRITICAL ANALYSIS & ISSUE IDENTIFICATION
STRATEGIC PROBLEM IDENTIFICATION
At Canadian Heritage, there exists a list of objectives and points of emphasis all derived from one
problem: how can CH engage the youth demographic in the once in a lifetime opportunity of celebrating
Canada150 AND get them to participate in the initiative?
Thanks to the preliminary literature study that our group conducted, we defined a list of opportunities that
Canadian Heritage can pursue in order to help with engaging the youths and to foster participation. This
list is as follows:
MARKET
o As little as 15 of the major events/festivals in Canada attract 12,600,000 attendees annually so
an event or campaign can be used to foster participation
CONSUMER
o This demographic has the largest active role on social media
o Canadians are patriotic and they embrace people’s differences
o This demographic tends to spend almost all of their disposable income even though they have
the least amount compared to other demographics
COMPANY
o The Government of Canada encompasses a multitude of different departments that have the
ability to share resources amongst each other
ENVIRONMENT
o There are many Canadian public figures and celebrities that will take an active role in being
the brand ambassadors for Canada150
With opportunities however, there are also threats. Some of these threats are as follows:
POLITICAL ENVIRONMENT: Need for synchronization of various levels of
jurisdiction, Time constraints with respect to governmental procedures. Obligation to
remain politically neutral.
LEGAL/ETHICAL ENVIRONMENT: Adherence to government
codes of conduct and values; particularly as it relates to co-branding and
partnerships. Necessary representation of minority groups.
ECONOMIC ENVIRONMENT: Need for effective and transparent
allocation of taxpayer money, especially considering
the recent tribulations of the Canadian Dollar and economy.
BUSINESS ENVIRONMENT: High involvement expected of prominent
Canadian companies, potentially adding undesired noise in the
communication of event benefits.
6. 4
As seen in the above figure, the various environments all pose some kind of threat to the success of a
campaign targeted at this group but there is one omission. One threat that is to be some cause for concern
is that, thanks to ability to freely post whatever one may wish to, social media is to a certain extent
unregulated. This poses a problem because active users can contribute either positive or negative word-
of-mouth and there is not much that can be done to prevent the spread of negative media. The hope with
user-generated content is that the cause will be noble and genuine enough in order to stimulate positive
conversations that could end up being nationwide.
RESOURCES
Financial
o Canadian Heritage offers a number of financial assistance programs to support related causes
(e.g. Canada day celebrations in smaller communities) as well as the $500,000 budget given to
ADM4325
o Additional budget could be included based on the creativity of the campaign and based on how
many TV advertisements were included
Physical
o Canadian Heritage is part of the umbrella of Government Canada and as a result
can share resources with its different departments.
Technological
o The development of a mobile application will hugely facilitate the execution of future
promotional plans by centralizing and simplifying the logistics of collecting online
contributions.
CAPABILITIES
In order to celebrate the country’s heritage as a constitutional monarchy the department will engage in
several activities. They will organize activities to welcome British Royalty, encourage creativity and
innovation in the arts and cultural sectors, continue to support our athletes and support ongoing efforts to
promote our two official languages. Promotion of national pride and identity while emphasizing the
legacy of history and heritage will be the keystone of this celebration. In doing so, the department will
play a central role in celebrating the 150th
anniversaries of the Charlottetown and Québec Conferences,
which led to the creation of Canada.
FINAL WORD
Canadian Heritage has many resources and capabilities at their disposal that can help in engaging the
youth. Through effective use of the opportunities that were presented above as well as mindful adherence
to the threats posed to the organization, CH can effectively accomplish the objectives laid out, and can
also create a legacy for future generations to look back on.
7. 5
Figure 1: Timeline 2015-2017
2015
Apr May Jun Jul Aug Sep Oct Nov Dec
Contact the 150 delegates; shoot
YouTube and commercial videos for
Phases 1 and 2
Create/Prepare website as well as
Facebook, Twitter and YouTube
accounts for Phase 1
Launch Television Ad #1
Video teaser for Capture150
Full contest website launched
(not advertised)
City voting campaign begins across all
social media channels. Launch
Facebook targeted advertisements.
8. 6
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2016
Capture150 – The hunt begins
City-Targeted billboard
advertisements
Social Media Recap of
Capture150 across all social
media platforms
Transition to Phase 2: Own150
-Launch Television Ad #2
-Own150 consumer promo rollout
-Social Media Own150 executions
-Own150 instructions posted on
website
FREE Campaign
-Tailor website and social media to
highlight “Free” executions
-YouTube Ads to encourage “Free”
executions
STRONG Campaign
-Tailor website and social media to
highlight “Strong” executions
-YouTube Ads to encourage “Strong”
executions
9. 7
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2017
STRONG Campaign
-Tailor website and social media to
highlight “Strong” executions
-YouTube Ads to encourage “Strong”
executions
PROUD Campaign
-Tailor website and social media to
highlight “Proud” executions
-YouTube Ads to encourage “Proud”
executions
STRONG/PROUD/FREE Campaign
-Tailor website and social media to
highlight “best-of” executions
-YouTube Ads encouraging
executions and showcasing
submissions thus far
-End of consumer promotion rollout
Phase 3: Our150
-Messaging/content on Social
Media transitioned
-Launch Television Ad #3
12. 10
Figure 6: Allocated Budget
Figure 7: Master Blocking Chart
*The social media blocks represent a shift in messaging/peak times wherein the manager would be highly active.
15. 13
What is Capture150?
The first phase of the campaign will focus on the “Capture150” tagline. Our team recommends that
Canadian Heritage organize a national treasure hunt. Participants would have to decipher a total of
thirteen clues provided on social media (Facebook and Twitter). The following represents an example of a
clue that would need to be deciphered:
Each clue would lead participants to a historical/cultural monument of particular importance to the
Canadian city. Monuments would be marked by a special sticker. Stickers could be identified by the
Canada 150 logo (found on the flag in the Appendix) and a five character code. Participants would then
be tasked with entering the code on the Canada 150 smartphone application.
The first participant (in each city) to enter all thirteen codes would win a unique Canada 150 flag signed
by 150 famous Canadians. Signatures would come from various Canadian celebrities that have been
deemed important by our target market (18-24 year olds). After reviewing the data from our survey, our
analysis revealed several recurring names to an open-ended question on Canadian celebrities. Since
Sidney Crosby, Chris Hadfield, Celine Dion, and Rachel McAdams appear to be admired by our target
market, we plan on obtaining their autographs as part of the 150 signatures. Canadians would also have to
vote in order to have their city host the Capture150 flag hunt (please see our budget for a list of expected
cities). Voting would take place on Facebook and results would be tabulated based on popularity. Since
our survey also determined that youth living in Quebec would be less likely to participate in Canada 150
activities, our team recommends on enticing these individuals by obtaining more signatures from famous
Quebecers for the flags of this province.
Why would Capture150 work?
The main reason why our team believes that this phase of the campaign would help Canadian Heritage
accomplish their objectives is because of the consumer behaviour theory of sacrilization. Having the 150
signatures of famous Canadians would help turn a profane or meaningless object (flag) into something
meaningful to our target market. As mentioned in an earlier report, our survey analysis indicated that 70%
of respondents Agree, Strongly Agree that Canada 150 celebrations promise to be an exciting opportunity
to celebrate Canadian heritage (please the table below). Thus, our team believes that sacrilizing the
Canada 150 flag would generate excitement and curiosity among youth.
Montreal – Clue #1: You must go back to the home of Man and his World. Your prize will be
located at the summit of the centre monument facing the Saint Lawrence River.
Montreal – Clue #1: This clue would lead participants to Habitat 67, which was built specifically
for Expo 67. The sticker will be placed at the highest point of the centre building facing the Saint
Lawrence River.
16. 14
# Answer Response %
1
Strongly
Disagree
8 2%
2 Disagree 21 4%
3
Neither Agree
nor Disagree
118 24%
4 Agree 239 50%
5
Strongly
Agree
96 20%
Total 482 100%
Moreover, our previous survey also indicated that 75% of respondents would be interested in attending
events or activities to celebrate Canada 150 (please see the table below). This further supports our
Capture150 campaign because we believe that our contest would help entice youth to get involved with
their cultural heritage.
# Answer Response %
1
Strongly
Disagree
13 3%
2 Disagree 27 6%
3
Neither Agree
nor Disagree
80 17%
4 Agree 237 49%
5
Strongly
Agree
125 26%
Total 482 100%
Our team also believes that the use of social media is also the best way to engage youth because our
secondary research revealed that our target market represents the highest group of social networking users
(please see the chart below).
Statistics Canada. (2013). General social survey: Social identify, 2013. Retrieved February
18, 2015 from http://www.statcan.gc.ca/daily-quotidien/141223/dq141223b-eng.htm
This is further supported by our survey results because our analysis indicated that nearly 70% of our
respondents are Likely, Very Likely to consume information or content about Canada 150 in social
media.
17. 15
# Answer Response %
1 Very Unlikely 21 4%
2 Unlikely 45 10%
3 Undecided 80 17%
4 Likely 227 49%
5 Very Likely 95 20%
Total 468 100%
Thus, it is for these reasons that we heavily emphasized the use of social media as a method of fostering
youth engagement in our campaign.
Lastly, our team believes that Canadian Heritage would be able to foster youth engagement with the flag
hunt because of the successes of Jay-Z and Coldplay with similar campaigns. Jay-Z’s Decoded outdoor
campaign promoted the artist’s autobiography, Decoded.
The campaign was a scavenger hunt. The agency hid all 320 pages of the book
(mostly blown-up versions) in outdoor spots in 13 cities, in locations that related in
some way to the text on each page—at the bottom of a pool in Miami, on
cheeseburger wrappers in New York, on clothing racks, in subways, on rooftops,
on traditional billboards, in the lining of a leather jacket, on the felt of a pool table,
etc. The people who found the pages first, and checked them in on a Bing-
sponsored website, got a chance at two tickets to any and all Jay-Z concerts for life
(Nudd, 2011).
In a kind of low-fi version of Jay-Z's celebrated Decoded outdoor campaign,
Coldplay has been promoting its new album, Ghost Stories, with a worldwide
scavenger hunt—hiding lyric sheets in Chris Martin's handwriting inside ghost
stories in libraries around the world (Nudd, 2014).
Thus, our team believes that organizing a scavenger hunt would likely result in similar successes, due to
the sacred nature of the signed flag. By encapsulating various historical achievements of famous
Canadians through their signatures, our team hopes to encourage youth to Capture150.
EXECUTIONS
Figure 8A: Close-up of Facebook Ad
18. 16
Figure 8B: Sample Facebook Ad (in window)
Target Audience
New Category Users
Behaviour Objectives
Purchased-Related Behaviour (voting through social
media)
Communication Objectives
Category Need – Consumers need to be
reminded
Brand Awareness – Recognition
Brand Attitude – Establish
Brand Positioning Strategy
Market Definition – End Benefit (the benefit is that your
city could win)
Differential Advantage – Central/User
Target Audience B.A. – Uniqueness of Benefits
Consumer Purchase Motive – Transformational
(Intellectual Stimulation)
Creative Strategy
Creative Theme – USP
Message Appeal – Rational because of the
fact that it is informing Canadians about the
vote
Creative Tactics
Execution Style – Straight Sell
Message Structure- 50/50 split of verbal and visual
Design – Layout is prominent picture in background with
text (headline) overlain. Direct headline that is
conclusion drawing.
Media Strategy
Digital Media.
Potential 1400 views/day.
See blocking chart for scheduling specifics.
Media Tactics
Facebook is used.
19. 17
Figure 9: Storyboard for Ad #1 (Capture150)
Target Audience
New Category Users
Behaviour Objectives
Purchased-Related Behaviour (WOM, social media)
Communication Objectives
Emphasize Category Need
Brand Awareness –
Recognition
Brand Attitude – Establish
Brand Positioning Strategy
Market Definition – End Benefit
Differential Advantage – Central/User Focused
Target Audience B.A. – Uniqueness of Benefits
Consumer Purchase Motive – Transformational (Social Approval)
Creative Strategy
Creative Theme – USP
Message Appeal – More
emotional than rational
Source Characteristics –
Attraction (Familiar)
Creative Tactics
Execution Style – Personality Symbol
Message Structure – Primarily visual, no talking in the ad other
than the caption at the end. One-sided, key message at the end of
the ad.
Media Strategy
Network TV ads will be used.
See blocking chart for
scheduling specifics.
Media Tactics
Networks that the demographic regularly watch will be used.
20. 18
Figure 10: Billboard Ad Example
*Ad inspired by Heineken billboard found at
http://creativecriminals.com/pictures/hq/253/heineken3d1.jpg
Target Audience
New Category Users
Behaviour Objectives
Brand Trial
Communication Objectives
Brand Awareness – Recognition
Brand Attitude – Maintain
BPI - Generate
Brand Positioning Strategy
Market Definition – End Benefit (your city won now participate)
Differential Advantage – Central/User
Target Audience B.A. –Importance of Benefits
Consumer Purchase Motive – Transformational (Social Approval)
Creative Strategy
Creative Theme – USP
Message Appeal – Emotional
Creative Tactics
Execution Style – Imagery
Message Structure – Primarily visual, conclusion drawing on
behalf of consumer
Media Strategy
Out of home advertising
See blocking chart for scheduling
specifics.
Media Tactics
Billboard/Super board
22. 20
What is Own150?
Phase 2 of our promotional plan, which we have entitled Own150, is our response to the branding
sacralisation which was developed in the preceding phase. This promotion offers our target audience a
chance to own their very own piece of Canada150, while also providing a vehicle for displaying and
professing their thoughts on our Country’s past, present and future.
At the heart of this second phase is the Own150 Toolkit, a consumer promotion package consisting of
three items; the Canada150 flag, the Own150 bracelet and a set of instructions (see Figure 13).
The instructions are as follows:
1) Take your Canada150 flag to your favorite Canadian person, place, or thing… Whatever
or whomever makes you feel Canadian!
2) Send us a picture or short video to www.canadianheritage.wix.com/canada150 with your
Canada150 flag and tell us your thoughts on our great country: When thinking of Canada,
what makes you feel Proud? Strong? Free? What are your thoughts on our first 150
years? Concerns for the next 150?
3) Tell us where you would like see the proceeds of this charitable program allocated! Fill in
a request on the entry form or chose from one of the great options found on our website
and app!
4) Showcase your love for our country and celebrate with your fellow Canadians by wearing
the Canada150 bracelet!
The excitement surrounding Own150 is set to begin on Canada Day of 2016, primarily through a series of
Television ads, supported by a branding shift in all online platforms: the website, app, Facebook, Twitter
and YouTube. However, Canadians will find out that planning for this promotion actually occurred more
than one year prior. As our TV and YouTube video executions demonstrate (Figures 11, 12); our 150
delegates were the first to exercise Own150.
As the anticipation surrounding Canada150 starts to build and we proceed towards the fall of 2016;
Own150 will adapt to conform to the wider “Free” promotional theme. The online platforms will be
shifted to focus on this theme, displaying and encouraging submissions that showcase what makes our
target audience feel free. During the first month of the Free Theme (September 2016), video YouTube ads
will be shown featuring free-themed Own150 submissions. This approach will be replicated for the
subsequent “Strong” and “Proud” themes in December and March, respectively. The Strong, Proud &
Free theme will be supported in the same approach but through a YouTube video advertisement featuring
a best-of mix of the strong, proud and free Own150 submissions. For the short YouTube advertisements,
a selection of submissions from our 150 delegates will be used for the first three themes (free, strong and
proud). The final phase (strong, proud, free) will see a shift in message delivery, from celebrity to
everyday citizen; a pre-cursor to the shift that will occur in the final phase of our promotional plan.
Own 150 is a double-entendre. Not only are we offering Canadians a chance to possess their very own
piece of the historic Canada150 celebrations, we are also enabling and encouraging our target audience to
take ownership of their country; through providing a vehicle for thought regarding our country's position
both now and in the future.
23. 21
Why would Own150 work?
As previously mentioned this phase of the campaign can be seen as a response but also further developing
the notion of sacrilization that was introduced in Capture150. By not only providing a means for our
target audience to own the now-sacred Canada150 flag (the flag will be exclusive to our campaign), this
phase adds ritual to further develop the meaning in which the flag represents.
Similar campaigns have worked with substantial success with our target audience; most notably the
Livestrong bracelet campaign and the Canada Olympic Mitts campaign, examples of the influencing
power of visual displays of charity and pride, respectively.
Our research indicated that our target audience agrees that Canada is strong, proud and free (as seen
below).
Question 8 – Do you think Canada is a proud country?
Question 9 – Do you think Canada is a strong country?
Question 10- Do you think Canada is a free country?
24. 22
While we have questioned the validity of these questions in our previous research, these overwhelmingly
positive responses suggest that our target audience agrees with these three notions and would likely have
an opinion regarding them. Own150 is a call to voice these opinions into more than words.
Question 11 in our research, an open-ended question asking “When thinking about our country, what
aspects allow you to feel Canadian?”. This question resulted in an impressively wide array of responses
and a relatively strong response rate; indicating further that our target audience feels passionate about
expressing their feelings regarding our country while also displaying the diverse views our target
audience has towards our country. We believe this variation would result in rich content for promotional
purposes and provide our target audience with a great resource of opinions.
Further support from our research that would indicate success occurred in Question 18, wherein the
question “How important is Canadian Heritage to you?” was asked, resulting in an overwhelmingly
positive response (as seen below). This would suggest that our target audience would be receptive to a
campaign centered on displaying this notion.
Question 18- How important is Canadian Heritage to you?
Perhaps the most compelling reason why we believe Own150 will be successful was a conclusion that we
arrived at through a one-sample proportion test, comparing results from our secondary and primary
research:
The last two tests that we performed focused on the final objective of our study. Due to youth
engagement being one of Heritage Canada’s priorities, our team wanted to determine whether
intention to participate in Canada 150th
activities had changed. As demonstrated in Figure 8, the
results of the comparison were significant. This suggests that intention to participate in Canada
150th
activities has changed. Since our results demonstrate that intention is now at 75%, it is
likely that intention has increased during this period of time. This is an interesting finding
because it suggests that we will not need to focus most of our resources on fostering engagement.
Once aware, the youth appear to be interested in participating in such events. Thus, by improving
awareness levels, we would likely also increase youth’s intention to participate. By using the
youth profile developed in the frequencies section, our team would be able to generate
meaningful activities that would likely help foster greater engagement among our target market.
Thus, if our research holds true and the Capture150 campaign is reasonably successful in increasing brand
awareness, intention to participate in Own150 should also be increased.
27. 25
Promotional Decisions for Storyboard #2 and YouTube
Target audience
-New Category Users
-18-24
-FT Student/PT Work
-Canadians Coast to Coast to Coast
Behaviour Objectives
-Brand Trial (first purchase opportunity for brand)
Communication Objectives
-Category Need (emphasising need and importance
of engaging in patriotic activities)
-Brand Awareness – Recall
-Brand Attitude – Increase (increase from
established attitude in Phase 1)
-BPI – Generate – High Involvement, more than
just a simple purchase.
Brand Positioning Strategy
-Market Definition : End Benefit (Own150 is the
only brand that offers the opportunity to reflect
with the rest of Canada)
-Differential Advantage: Central (taking stance as
THE brand to offer these benefits), User Focused
-TA Brand Att. – affective claims focusing on
increasing the importance of a benefit uniquely
delivered
-Cons. Purchase Motive – Varies depending on the
consumer – Some may see it as informational: an
opportunity for problem removal, others
incomplete satisfaction, mixed approach/avoidance.
Others may see it as transformational: social
approval (social media and bracelet influence).
Creative Strategy
-Creative Theme – ties back to Phase 1, Recall,
Inherent drama unfolding through the individual’s
stories
-Message Appeal: Emotional appeal (YouTube &
TV ads), Rational appeal (website)
-Source Characteristic- For first 3 YouTube Ads as
well as the TV ad, attraction – likeable, familiar.
Final YouTube ad will be of everyday citizens –
similar source characteristic
Creative Tactics
-Execution style – personality symbol and
demonstration; celebrities used to show how
Own150 submissions work
-Message Structure - Primarily Visual- Conclusion
drawing messages at end of Ad (ads have same
tone as previous phase)
- Tactics will vary by videos submitted and by
theme - allows for flexibility
Media Strategy
Media Mix – 1 National TV ad, 4 YouTube Ads,
Consumer Promotional Package, Social Media
(Twitter, Facebook, YouTube)
Geographic Coverage – National
Schedule, Reach, Frequency, Ad Cycles – Please
refer to master blocking chart and effectiveness
section in appendix.
Media Tactics
Relative Emphasis – National
Please refer to master blocking chart and
effectiveness section in appendix.
30. 28
What is Our150?
Throughout the entire campaign there has been an end user focus that relies on affective claims in which
Canadian Heritage seeks to increase the importance of celebrating Canada150 and being Canadian. This
phase is no different as it revolves around the premise of a unified Canada that seeks to look back on its
accomplishments and everything there is to love about the country. Coining the campaign as Our150 is to
say that the country is essentially in possession of the people it houses now and is to say that Canadians
are directly responsible for its future well being. This campaign is centred on a future oriented nation; the
youth has now captured and owned 150, now what will they do with it? This phase will solely be on
social media and all content will be user-generated. The goal is for Canadian youths to play an active role
in content generation and reflect on the two-year action plan while simultaneously looking forward to
what Canada will become in the future. Each commercial will contain elements that allow the consumer
to relate to the cause, see where their money has went, and will finally communicate the responsibility
that Canadians have been given to care for the country and affect its future. An interesting note with this
campaign is that celebrities are not the opinion leaders, unlike the first two phases. The reason for this is
because the focus is on the youths and how they will directly impact the country; hence the Our in
Our150. The objectives presented by Canadian Heritage will further provide evidence to support the case
at hand.
One of the objectives that Canadian Heritage sought by enlisting the help of our class was to increase
civic engagement as well as point Canada’s youth towards looking at the future of the country. By
directly putting the decision of where to donate the money raised from the Own150 campaign in the hands
of the youth, it allows for greater engagement, participation and awareness in them. Another point that
Canadian Heritage wished to touch on is listening to the wants of Canadians and also to demonstrate that
they listened to them. This objective would be achieved because the suggestions of where the money was
to be donated would then be communicated through the use of television commercials and social media
pages/accounts dedicated to content generation and management.
Why Would Our150 Work?
The justification for the decision to put the content generation in the hands of consumers is largely related
to Question 29 of the frequencies output that demonstrated 27% of Canadians were undecided as to
whether or not they would be likely to contribute information/content about Canada150 on social media
(as seen below).
31. 29
Question 29 – How likely are you to contribute to information or content about Canada 150 in social
media?
The results of this survey are used as a basis for an attitudinal adjustment in the target group. If this
campaign is emotionally charged enough to persuade Canadian youths to join in on the cause then it
would successfully rectify the issue of them not being involved in content generation (which inherently
would mean that one of the other objectives outlined by CH about achieving higher participation in the
youth demographic would be solved).
32. 30
EXECUTIONS
Figure 14: Storyboard for Ad #3 (Our150)
Target Audience
New Category Users
Behaviour Objectives
Brand Trial
Communication Objectives
Brand Awareness – Recall
Brand Attitude – Maintain
BPI - Generate
Brand Positioning Strategy
Market Definition – End Benefit (A better Canada)
Differential Advantage – Central/User
Target Audience B.A. –Importance of Benefits
Consumer Purchase Motive –Informational (Problem
Avoidance/Removal)
Creative Strategy
Creative Theme – USP
Message Appeal – Emotional (pride, joy,
involvement)
Source Characteristic – Attraction (similar
with end users, likeable with narrator)
Creative Tactics
Execution Style – Imagery, Dramatization
Message Structure – Primarily visual, conclusion drawing
on behalf of consumer, key message delivered at the end
Media Strategy
TV ads on network television.
See blocking chart for scheduling specifics.
Media Tactics
Networks that the demographic regularly watch will be
used.
