canada150 appendix

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

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

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.

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.

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.

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.

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.

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


highlight “Strong” executions

-YouTube Ads to encourage “Strong”

executions

7

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2017

STRONG Campaign


highlight “Strong” executions

-YouTube Ads to encourage “Strong”

executions

PROUD Campaign


highlight “Proud” executions

-YouTube Ads to encourage “Proud”

executions

STRONG/PROUD/FREE Campaign


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

8

Figure 2: Canada150 Flag

Figure 3: Sample Website

9

Figure 4: Sample Twitter Account

Figure 5: Sample Facebook Account

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.

12

PHASE 1

(Capturerle150)

#Capture150

Capture150

PHASE 1

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.

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.

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

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.

17

Figure 9: Storyboard for Ad #1 (Capture150)

Target Audience

New Category Users Behaviour Objectives

Purchased-Related Behaviour (WOM, social media)


Emphasize Category Need

Brand Awareness –

Recognition

Brand Attitude – Establish


Market Definition – End Benefit

Differential Advantage – Central/User Focused

Target Audience B.A. – Uniqueness of Benefits

Consumer Purchase Motive – Transformational (Social Approval)

Creative Strategy


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.

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


Brand Trial


Brand Awareness – Recognition

Brand Attitude – Maintain

BPI - Generate


Market Definition – End Benefit (your city won now participate)


Target Audience B.A. –Importance of Benefits

Consumer Purchase Motive – Transformational (Social Approval)

Creative Strategy


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

19

PHASE 2

(Saisirle150)

#Own150

Own150

PHASE 2

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.

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?

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.

23

EXECUTIONS

Figure 11: Storyboard for Ad #2 (Own150)

24

Figure 12: YouTube Storyboard (Own150)

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


-Brand Trial (first purchase opportunity for brand)


-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.


-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.

26

Figure 13: Own150 Toolkit

1) Canada150 Flag

2) Own150 Bracelet

3) Instructions

27

PHASE 3

(Notre150)

#Our150

Our150

PHASE 3

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).

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).

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EXECUTIONS

Figure 14: Storyboard for Ad #3 (Our150)

Target Audience

New Category Users


Brand Trial


Brand Awareness – Recall

Brand Attitude – Maintain

BPI - Generate


Market Definition – End Benefit (A better Canada)


Target Audience B.A. –Importance of Benefits

Consumer Purchase Motive –Informational (Problem

Avoidance/Removal)

Creative Strategy


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.

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EFFECTIVENESS

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Figure 15: YouTube Potential Ad Reach

Figure 16: Facebook Potential Ad Reach

canada150 appendix

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