Can a
dian T
ire
Anthem
cam
paign
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/
Prog
ram
pla
nning
Canad
ian T
ire A
nthem
cam
paign
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.
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