A Presentation to
The CCMNA Presentation to
The CCMN
Fieldstone Marketing & Communications Ltd.
and
Baron Communications Ltd.
April 6, 1999
Fieldstone Marketing & Communications Ltd.
and
Baron Communications Ltd.
April 6, 1999
Who is Fieldstone/Baron?Who is Fieldstone/Baron?
• Strategic partnership involving
two established Calgary-based agencies:
1. Fieldstone Marketing & Communications1. Fieldstone Marketing & Communications– Full-service agency with 31 employees, offices in Calgary &
Regina– Began in 1984– Clients include:
• Royal Bank• National Sport Centre• Growing Alberta• Huron Carole• Many national and international agricultural accounts
2. Baron Communications2. Baron Communications
• Established in 1987
• Full-service Media Operation
• 10 Employees
• Clients include: Canada Olympic Park
– Cadillac Fairview Malls (W.Canada)– CP Hotels (Alberta)– Calgary Co-op– Karo– Brewster Transportation– Totem Building Supplies
Baron CommunicationsBaron Communications
• Complete the “Agency” Picture
Media Strategy & Planning
Media Buying & Negotiating
Media “counsel” (evals, unbiased PofV)
Research
• Housekeeping and tracking systems
Operating PhilosophyOperating Philosophy
• Somewhat different than many communications agencies
– Clients want and deserve the best, at a realistic cost– The best services and expertise aren’t always in-house– Partnering provides “1st class results” and efficiencies
• Both agencies have been partnering for over 12 years
• Keys to good partnerships– Clearly defined roles and responsibilities– People who are totally committed to working for the
good of the client
Areas of FocusAreas of Focus
Focus on communications that works– Won many national and international awards– What’s important is the client’s success– Good communication involves more than good
advertising– Royal Bank ‘Supplier of the Year’ award
High Priority on Administrative excellence – Many 10 year + clients
Areas of FocusAreas of Focus
Value is essential
– Focus on efficiency– Focus on results
Partner with clients
– Be part of their team– Be FUN to work with– Compensation arrangement should encourage
partnership
Our U of C TeamOur U of C Team
Kim McConnell Strategic Director
Mario Amantea Creative Director
Max Fanderl New Media Director
Megan Sanders Account Director
Cheryl Baron Chairman, Baron Communications
Marie Hansen Print Supervisor
Ranjit Dhanjal Media Buyer
Charles Cummins President - Baron Communications
Kim McConnell Strategic Director
Mario Amantea Creative Director
Max Fanderl New Media Director
Megan Sanders Account Director
Cheryl Baron Chairman, Baron Communications
Marie Hansen Print Supervisor
Ranjit Dhanjal Media Buyer
Charles Cummins President - Baron Communications
Priority #1: A Communications PlanPriority #1: A Communications Plan
• Believe strongly in working from a plan
– ‘Act’ vs ‘React’– Major efficiencies and cost savings– Identify partnership, funding and contra opportunities– Determine the most appropriate mix of communications
vehicles
• We believe strongly that:
– Plans will make our job easier and more effective– Plans will enhance the effectiveness and morale of faculty,
departmental staff at the U of C
Our Offer Our Offer
• Work with the Director of Marketing and each faculty and major department
• Develop individual marketing communications plans
• The Cost?
– Faculties and departments with communications budgets of greater than $20,000 = $1,500
– Faculties and departments with less than a $20,000 communications budget = No charge
• Why?
The Major ComponentsThe Major Components
1. Where Are We?1. Where Are We?• Situation Analysis
• Target Audiences
• SWOT
• Partners - sponsors/contra
• Past Goals and Strategies
• Past Tactical Activities (What’s worked and what hasn’t?)
• Advertising Campaigns - creative & media
• Collateral Materials - creative and distribution
• Direct Marketing - creative & distribution
• Promotional Materials, Displays & Tradeshows
• Website development
• Communications Activities - media relations & special events
• Expenditures• Key Contacts/Approvals/Input Process
2. Where Do We Want Be Tomorrow?2. Where Do We Want Be Tomorrow?
• Awareness Goals• Image/Perception Goals
3. How Are We Going To Get 3. How Are We Going To Get There?There?• Specific Actions
• What • Who’s Responsible• Timing
• Potential Partners• Contra Opportunities• Budget Allocation• Follow-up Procedures ….. Did it work?
The ProcessThe Process
Sample Workflow OutlineSample Workflow Outline
Step 1 Notify Ann MacDiarmid and Susan Francis or Maureen Healey about
your project.
Step 2 Call Megan Sanders at Fieldstone to arrange a briefing on:
• background, project requirements, quantities, budget, etc.
• if appropriate, provide photos, copy, charts or other items to be
included.
Step 3 (optional) Agency prepares creative brief. You approve prior to
work beginning.
Step 4 Agency provides preliminary estimate. If approved, work proceeds.
The ProcessThe Process
Step 5 Agency presents comps, draft copy.
Once concept is approved, final estimate is provided.
Step 6 Once final estimate is approved, production commences.
Step 7 You review first laser, making changes if required.
Step 8 You review revised laser to approve for printing or to make
further changes.
Note: If more than two rounds of changes are requested, or if the changes
are required as a result of a change in your direction, a supplementary
estimate for the additional work will be issued.
Step 9 Agency places final files on disk and proceeds to film and printing.
Step 10 Agency delivers the brochure quantities o specified location(s).
Why We’re Excited to Work With U of CWhy We’re Excited to Work With U of C
• University of Calgary is a dynamic institution located in a vibrant city and a growing province
• University of Calgary is an important part of our home city