Archive for December, 2017

Brookline rings in the holiday season

Friday, December 15th, 2017

Angela Cabucos, Account Executive 

December is a favourite time of year at Brookline. The sights and sounds of the holidays can be found around the office in the months prior to Christmas as we begin to support our clients with planning their holiday campaigns. As always, the holidays are the perfect time of year to give back and to remember the real reason for the season. Here’s a look at of some of the fun and generous holiday initiatives our clients are involved in this year.

 

 

Ford of Canada

Brookline’s Ford team revved up its holiday planning with a safe winter driving event geared towards university students who may be hitting the road and heading home to their loved ones for the holidays. We spent the day quizzing students at the University of Calgary on their winter safety driving knowledge and provided them with tips from Ford on how to handle tricky winter conditions.

We planned this safety event because we recognize that students will soon be packing up and driving home or to the mountains for a getaway this winter break. In addition, many students may not have much winter driving experience if they are new drivers. To help equip the students and their vehicles, Ford provided emergency car safety kits, fleece blankets, ice scrapers and emergency lights to stow away in case of an emergency. Winter driving is rarely ideal, but Ford recognizes the importance of being prepared for the cold weather and slick roads and looks to help drivers get home safely for the holidays.

 

Good Earth Coffeehouse

The annual Gingerbread Family campaign at Good Earth Coffeehouse (Good Earth) has been a holiday tradition for over 20 years. With this community-giving initiative, Good Earth will donate $1 from every sale of delicious Gingerbread Family cookie packages in December to local food banks across Canada. Good Earth has set a goal to sell over 10,000 Gingerbread Family cookie packages, and hopes to sweeten the deal by donating up to an extra $2,500 when Canadians share a photo of their cookies on social media. Each photo of the Gingerbread Family cookies shared on Facebook and Instagram with the hashtag #FeedAFamily will result in Good Earth donating an extra dollar to the campaign.

Brookline loves working on this sweet campaign, and this year is no exception. We conducted extensive media relations outreach in 15 media markets across Canada to help bring awareness to the community-giving tradition, as well as helped coordinate cookie deliveries to media. We are also working with bloggers and influencers to help spread the word on social media and in turn, increase donations for local food banks. The coverage secured so far includes CTV Edmonton, Global Calgary, Lethbridge Herald, Vancouver Courier, Toronto Sun and more. This is one campaign we can really sink our teeth into.

 

 

Banff Gondola

Brookline has been working with the Banff Gondola bringing holiday spirt to the top of Sulphur Mountain. The Banff Gondola was transformed this holiday season to bring Christmas to the Mountaintop. The Gondola’s lower and upper terminals were transformed into a winter wonderland, complete with Santa’s workshop! Mountaintop Christmas is the ultimate holiday experience with a festive atmosphere and plenty of Christmas activities for guests to enjoy including freshly baked cookie decorating, visits with Santa, letter writing to Santa and interactive activities including the 12 Animals of Christmas Treasure Hunt. The Above Banff Theatre in the upper terminal is also featuring a Disney Christmas film for the season and the Sky Bistro has a revamped seasonal menu and packaged experience for adults looking for a festive getaway. Brookline has been happy to support this amazing experience with media and influencer relations.

 

 

Edo Japan

One of our long-time clients, Edo Japan (Edo), is spreading the holiday cheer this year with its holiday giving campaign. In the spirit of giving, Edo is continuing its annual tradition of partnering with local Canadian food banks. Customers are encouraged to ‘Edo a little, help a lot’ by purchasing spring rolls from Edo, with 25 cents from each sale going to the local food bank in the market where the donation was made.

Brookline loves helping Edo help Canadians and is supporting the campaign with strategic outreach to social influencers across B.C., Alberta and Saskatchewan. Influencer partnerships for the holiday giving campaign will include social media takeovers from some of Calgary and Edmonton’s most prominent Instagrammers, and social influencers throughout Western Canada will be sharing their Edo experiences with their followers, encouraging Canadians to give back with Edo this holiday season.

 

 

– Angela Cabucos is an Account Executive at Brookline. Her expertise lies in media relations, personal and corporate profile-building, writing and strategic communication planning. 

BROOKLINE PUBLIC RELATIONS BOLDLY TOPS OFF 2017 BY WELCOMING NEW NATIONAL AND PROVINCIAL BRANDS TO THE AGENCY

Thursday, December 14th, 2017

Mark’s, Iron Mountain and Jayman BUILT join agency’s diverse and ever-growing client roster

CALGARY – (December 14, 2017) – Fashion, real estate and technology continue to be growing sectors for Brookline Public Relations (Brookline) as the agency celebrates its immense success and continued growth in 2017 with new client wins from Mark’s, Iron Mountain and Jayman BUILT (Jayman).

Mark’s, a national clothing and footwear retailer that focuses on quality, comfort and style, has engaged Brookline to support on event management and media relations for a variety of national campaigns. These include a community initiative in collaboration with Habitat for Humanity in Fort McMurray as well as for a new store opening in North Vancouver. On the coat-tails of these projects, Mark’s looked to Brookline for media relations and logistics support for its nation-wide holiday campaign and for event management for an activation event at Cadillac Fairview Toronto Eaton Centre and pop-up shops in both Calgary and Halifax.

“Brookline has a tremendous ability to work efficiently and effectively under tight deadlines,” said Christina Bullock, manager, communications at Mark’s. “The support they provide helps our organization continue to pursue fun and unique initiatives that set Mark’s apart.”

Iron Mountain, a global business with its Canadian headquarters in the GTA, works to reduce the costs and risks associated with information protection and storage in both digital and physical formats. Brookline supported Iron Mountain on its efforts to digitize Fort York National Historic Site in Toronto in celebration of Canada 150. Managing media relations for this initiative, Brookline secured media coverage for Iron Mountain in the technology and IT sectors. Building on the success of this campaign, Brookline will continue to work with Iron Mountain on future initiatives in 2018.

Jayman BUILT is one of Alberta’s largest homebuilders and an organization that takes great pride in its corporate social responsibility and community investment initiatives. Brookline was brought on this fall to support Jayman with media relations and other public relations activities. Specifically, Brookline is supporting Jayman’s philanthropic and community engagement initiatives, proactive media relations, as well as blogger/influencer relations. Brookline’s strong expertise in the real estate sector has already been widely recognized and Jayman has signed on to continue with service into 2018.

“One of our goals as an agency in 2017 was to continue to boldly build the Brookline brand, more specifically, by increasing our presence in new markets,” said Shauna MacDonald, principal and founder of Brookline Public Relations, Inc. “Adding these three prominent brands to our client roster has helped us achieve the goals we set out for 2017 and I look forward to seeing what opportunities these partnerships present in 2018.”

Brookline looks forward to seeing what projects arise in the new year and to providing its clients with a variety of public relations services including: media relations, crisis communications and issues management, digital and influencer engagement, integrated marketing and event management.

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 About Brookline Public Relations, Inc.

Brookline Public Relations, Inc. is a strategic public relations and digital marketing communications firm dedicated to helping organizations build awareness, profile and credibility. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: Media Relations, Corporate Communications, Crisis Communications and Issues Management, Integrated Marketing, Event Management, Digital Media and Influencer Engagement and Social Media. For more information please visit www.brooklinepr.com.

For media inquiries, please contact:
Shauna MacDonald
Principal & Founder
Brookline Public Relations, Inc.
403-538-5645
smacdonald@brooklinepr.com

The value of mentorship

Monday, December 11th, 2017

Bridgette Slater, Senior Intern

 

Mentorship programs have many benefits that extend to the mentee, the mentor and the organization as a whole. Some of these benefits include increased engagement, improved goal setting and enhanced knowledge sharing. For mentees, these programs provide the opportunity to learn and seek advice from people who hold the very positions they one-day hope to attain. For mentors, these programs provide an opportunity to develop a personal and effective leadership style and to gain insight into new ways of working within the industry.

At Brookline, new employees at all levels are provided with a mentor who holds a more senior position and who has a fulsome understanding of the agency’s processes and culture. At the intern level, employees become part of the BPR Apprentices program, which is specifically designed to provide students or recent graduates with the industry experience they need to become knowledgeable and well-rounded practitioners. The relationship usually starts with the practitioners getting to know each other on a personal and professional level and, as time passes, a mutually-beneficial bond is formed.

One such benefit is increased engagement from the mentee, which stems from having the support of a fellow colleague and a resource they can rely on for help. Additionally, as communication becomes increasingly digital, there is something to be said about developing a relationship face-to-face through mentorship. This method tends to lead to increased trust, which in turn makes individuals feel more comfortable participating in team settings.

An important component of Brookline’s culture is the standard of continuous professional development. Whether an individual is just getting started or is considered the agency’s veteran, all team members are expected to set goals. Mentees are first introduced to Brookline’s goal setting initiatives by their mentors and the pair work collaboratively to develop specific, measurable, attainable, realistic and timely goals. Many of Brookline’s mentors use this relationship as an opportunity to become more effective leaders by providing their mentees with guidance and insight into the steps they can take to enhance their skills as public relations practitioners.

Finally, things can change in the blink of an eye in the world of public relations, which is why it is important for colleagues to keep each other informed of industry developments. Mentorship is one such way that individuals come together to share information about standard procedures and new approaches. For example, a mentor may teach their mentee about commonly recognized industry practices, such as pitching etiquette or time management strategies, to help their co-worker achieve success. Conversely, when new employees enter an organization, they bring with them knowledge gained from previous experience or through education. This information is often shared through the mentor-mentee relationship, which helps all employees stay fresh and current as they progress in their careers.

Mentorship is a powerful thing and to have the opportunity to be on either end of the relationship is something that should be valued.

Denzel Washington fully encapsulated the idea of mentorship when he said, “show me a successful individual and I’ll show you someone who had real positive influences in his or her life. I don’t care what you do for a living—if you do it well I’m sure there was someone cheering you on or showing the way. A mentor.”

 

Bridgette Slater is the Senior Intern at Brookline Public Relations. Her experience lies within the realms of event planning, corporate and creative writing, and social media management.