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Departments and firms

Departments Firms/Agencies

Canadian Tire’s new anthem pleads…

http://www.thetorontoegotist.com/news/local/2013/august/17/we-all-play-canada-canadian-tires-new-anthem-ad-pleads-bring-back-play

TranscriptThrough seasons that changed

and smiles that didn'tno company has shared this nation's passion for play like Canadian Tire.

But have you noticed?Play doesn't come out to play as much anymore.As a company that cares deeply about families knowing half our kids aren't active matters...for a country without strong children cannot stay strong.

So Canadian Tire

is rallying this country's most influential partners to bring back play...

And with it ...All the confidence

creativityand strength

that serves to remind:We all play for Canada.

Read more at http://www.thetorontoegotist.com/news/local/2013/august/17/we-all-play-canada-canadian-tires-new-anthem-ad-pleads-bring-back-play#OJLBzbLo8XwvMvYA.99

Departments and firms

department

Canadian Tire Communications and Corporate Affairs

http://corp.canadiantire.ca/EN/AboutUs/WhoWeAre/Pages/DuncanFulton.aspx

firms

Cleansheet Communications

http://www.cleansheet.ca/

MediaCom

http://www.mediacom.com/en/home.aspx

Tribal DDB

http://tribalworldwide.com/

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Readings

situation

What is the situation that prompted the development of this campaign?

What kind of situation is it?

a) a remedial program to overcome a problem or negative situation?

b) a specific, one-time project to launch a new product or service?

c) reinforcing an ongoing effort to preserve its reputation and public support?

(Wilcox, p. 151)

objective

There are five possible objectives for a communications plan.

What is the objective of this campaign?

a) Message exposure

b) Accurate dissemination of the message

c) Acceptance of the message

d) Attitude change

e) Change in overt behaviour

audience

“Public relations programs should be fdirected toard specific and defined audiences or publics.” (Wilcox, p. 153)

Who do you think is the primary audience?

Who is the secondary audience?

strategy

How and why campaign components will achieve objectives.

Guidelines and key message themes

Also, a rationale for the actions and program components that are planned.

Why is something being done and why it will work for the campaign.

(Wilcox, p. 154 and 156)

tactics

Nuts and bolts of the plan.

Specific activities that put each strategy into operation.

Activities to achieve the stated objectives.

Canadian Tire Anthem includes

- television commercial

- strategic partnerships with Canadian olympic Committee, Skate Canada, Hockey Canada, Snowboard Canada, Canadian Paralympic Committee, National Hockey League (NHL)

- website www.weallplayforcanada.ca

- invitation for families to upload videos to the website

calendar

Bring Back Play launched August 19 and runs to end October

When will the key messages be most meaningful to the intended audience?

Think about seasonality.

Think about holidays and days dedicated to certain groups, i.e. secretaries, April Fool’s Day, Christmas, etc.

Be aware of the news. News events will raise interest about certain issues.

Gantt chart

budget

How much will this project cost?

Budget can be divided into 2 categories:

- staff time

- out-of-pocket (OOP)

Recommend adding 10 percent for contingencies or unexpected costs

evaluation

Relates directly to the stated objectives.

Restate the project objectives and then name the evaluation methods to be used.