You Are Welcome - Campaign Highlights Þ Objectives
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YOU ARE WELCOME - CAMPAIGN HIGHLIGHTS þ OBJECTIVES Position MNCFN in such a way as to further its aspirations and create a catalyst for a broader working relationship with its neighbours. Give MNCFN a strong voice for all Aboriginal peoples of Canada. Participate in the national and international profiling/awareness benefits of the Pan Am Games opportunity. XTM-RESTRICTED & CONFIDENTIAL 2 STRATEGY Augment the grass-roots MNCFN activities with a supplementary campaign that is noteworthy and memorable with an actionable plan that creates a tangible manifestation of the rightful position of MNCFN within the Pan Am Games. XTM-RESTRICTED & CONFIDENTIAL 3 PROGRAM OVERVIEW #YouAreWelcome Food Truck @YouAreWelcomeTO YouAreWelcome2015.com Social Media You Are Welcome @YouAreWelcomeTO Card Program Social Media Public Relations Support XTM-RESTRICTED & CONFIDENTIAL 4 CAMPAIGN HIGHLIGHTS XTM-RESTRICTED & CONFIDENTIAL 5 PR HIGHLIGHTS We secured a total of 94 stories and were able to generate mass awareness with top tier media 94 outlets like CBC, Canada AM, The Social and STORIES The Toronto Star. All coverage was 100% positive, on-brand and on-message! SURPASSING INDUSTRY STANDARD OF SUCCESS BY 8.3 TIMES! Total Media Impressions: Total Number of Stories: 29 Million 94 Industry Standard: 3.5 Million Media Interviews: 19 Major Television Shows: 8 Cost-Per-Contact: $0.006 Program Tone: Industry Standard: $0.05 100% Positive MR2P Quality Score: 106.3% Industry Standard of Success: 75% XTM-RESTRICTED & CONFIDENTIAL 6 PR HIGHLIGHTS TWO INCREDIBLE SPOKESPEOPLE Together, Chief LaForme and Chef Wolfman generated 18 million positive media impressions with their interviews! XTM-RESTRICTED & CONFIDENTIAL 7 PR HIGHLIGHTS The You Are Welcome campaign received a tremendous amount of support from Canadian politicians who sampled food and jumped at the chance to put on a branded apron, hop in the truck and serve food to the people of Toronto! DIGNITARY OUTREACH Dignitaries who showed their support: Elizabeth Dowdeswell, Lieutenant Governor of Ontario – July 13 Bonnie Crombie, Mayor of Mississauga – July 13 Michael Coteau, Minister of Tourism, Culture and Sport – July 13 Mitzie Hunter, Associate Minister of Finance – July 13 Allan Thompson, Mayor of Caledon – July 13 Harry Hughes, Mayor of Oro-Medonte – July 13 Monte McNaughton, MPP for Lambton-Kent-Middlesex – July 13 Isadore Day, Regional Chief of Ontario –July 16 Minister Zimmer, Minister of Aboriginal Affairs – July 17 XTM-RESTRICTED & CONFIDENTIAL 8 PR HIGHLIGHTS The Social XTM-RESTRICTED & CONFIDENTIAL 9 DIGITAL HIGHLIGHTS Social Media 5,921 Combined online following 207,452+ Combined Impressions Industry Standard: 10,000-20,000 (Instagram not included) Canada, U.S., Toronto, Calgary, Mississauga, Brampton, Montreal, Barrie, UK, Brazil Winnipeg, Burlington, Top Countries Edmonton, Saskatoon Top Cities XTM-RESTRICTED & CONFIDENTIAL 10 DIGITAL HIGHLIGHTS Social Amplification We were able to amplify our message online by successfully engaging with the following dignitaries: Kathleen Wynne, Premier of Ontario Canada AM Elizabeth Dowdeswell, Lieutenant Governor of Ontario Blog TO Bonnie Crombie, Mayor of Mississauga The Social Michael Coteau, Minister of Tourism, Culture & Sport Global News Mitzie Hunter, Associate Minister of Finance Toronto Star Allan Thompson, Mayor of Caledon Toronto Sun Harry Hughes, Mayor of Oro-Medonte CBC Monte McNaughton, MPP for Lambton-Kent-Middlesex Isadore Day, Regional Chief of Ontario Minister Zimmer, Minister of Aboriginal Affairs XTM-RESTRICTED & CONFIDENTIAL 11 DIGITAL HIGHLIGHTS Social Amplification 12 DIGITAL HIGHLIGHTS Youtube The pre-roll commercial video did very well. The majority of the audience engaged is between 18 and 34 years old. This audience is the key audience brands are trying to appeal to, so it is a rare success that the commercial has appealed so strongly to this age group. The average view time is 32s. Because the video is 33s long, this means that the majority of people are watching the video to the end or near the end. Audience Location 32s Top Countries: Average Viewtime 1. Canada 2. Vietnam 31,000+ 3. Thailand Lifetime Views 4. Mexico 5. Cambodia XTM-RESTRICTED & CONFIDENTIAL 13 DIGITAL HIGHLIGHTS Blogger Outreach Blogging Partners: Simply Stacie Little Miss Kate (139,809 audience) (34,249) Big Daddy Kreativ Do the Daniel (47,000 audience) (20,500) She Does the City Abbey’s Kitchen (32,345 audience) (20,551 audience) 292,454 Combined Audience Reach XTM-RESTRICTED & CONFIDENTIAL 14 DIGITAL HIGHLIGHTS Website The site proved to be a valuable campaign hub where our audience went to learn more about MNCFN, get recipes, follow the truck and get their You Are Welcome cards. As the campaign ramped up, visitors began engaging more with the site. Bounce rates decreased by 41%. 6,481 720% 1243% Site visits Increase in Increase in Social traffic Organic traffic Page Visit Durations: 02:06 Home: 02:57 Recipes: 03:54 Avg. Session Duration Your Host: 01:36 Map: 0:35 XTM-RESTRICTED & CONFIDENTIAL 15 PAID MEDIA HIGHLIGHTS Our social listening technique reveals 130m positive-only sentiments towards paid EsDmated Impressions media. It’s a rare success to see people posting print ads online! XTM-RESTRICTED & CONFIDENTIAL 16 CHI MEEGWETCH XTM-RESTRICTED & CONFIDENTIAL 17 .