Archive for September, 2018

Find your home, and everything you need, at Westman Village

Monday, September 10th, 2018

Ottilie Coldbeck, Intern

 

Good wine, great company and beautiful surroundings – what more could you ask for? On a beautiful summer evening, Brookline hosted an exclusive paint and wine evening at Westman Village to build awareness for the new resort-style community in Calgary. Westman Village, Jayman BUILT’s (Jayman) much-anticipated lake-side community boasts a one-of-a-kind amenities centre, offering its residents access to exclusive dining, wellness, entertainment and education facilities.

 

 

Starting with a tour of the three-level Village Centre, featuring a movie theatre, wine cellar, pool, gym facilities and more, guests were given VIP access to the exclusive “heartbeat of the village”, experiencing the benefits offered to those who call Westman Village home. The tour, led by a Westman Village concierge, allowed for guests to experience the beauty of the amenities centre and ask questions regarding the facilities and the diverse housing options available in the lakeside community.

 

 

As a community dedicated to providing housing and amenities for people of all walks of life, from the estate condos to active adult living and choice leases, Westman Village looks to provide its residents everything they will ever need right outside their door – bringing the inner-city lifestyle and amenities to suburban Calgary.

Following the tour, guests enjoyed an artist-led painting event, along with locally sourced appetizers and a selection of wines from J. Webb for a truly immersive event.

 

 

Brookline conducted event logistics and influencer outreach to secure attendees. The event resulted in over 35 social media posts with over 50,000 impressions – and of course, 13 artistic masterpieces!

 

 

Brookline is thrilled to have coordinated this event with Westman Village and continues to assist in its public relations efforts. We couldn’t possibly include all the amazing features of Westman Village in this blog post or you’d be reading all day, so we encourage you to visit and see it for yourself! Check out westmanvillage.com for more details.

 

 

Ottilie Coldbeck is an Intern at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic manner.

Generation Z: Forget Everything You’ve Learned About Millennials

Thursday, September 6th, 2018

Amanda Kemsley, Account Manager 

 

Move over Millennials, we have a new target market in town: Generation Z (A.K.A Gen Z). The marketing stream has been hyper-focused on millennials for awhile, but now enters the next generation to be in the spotlight, and not one to be ignored. Born in the mid-nineties, Gen Z has grown up in the digital age, with ubiquitous internet access and bred to navigate the world with ease. Making up approximately 17 per cent of Canada’s population, it is a generation worth watching and brands are noticing.

For many, especially marketers, it seems obvious that digital would be the only channel worth connecting with this generation. But, do we have it all wrong? If you were to guess the generation that prefers print books over digital ones, enjoys shopping at brick-and-mortar stores and as few as 14 per cent own a smartwatch, you probably wouldn’t associate this with Gen Z. But those are Gen Z preferences, including characteristics of being more inclusive, accepting and risk-adverse.

There’s a fine balance with this generation between digital and traditional. Even though their lives revolve around a digital sphere, they tend to ignore the constant stream of ads and messaging and turn away from the digital noise. Information consumption for Gen Z is not a one-size-fits-all approach. Engaging with them digitally isn’t enough. To help accurately market to Gen Z, it is important to differentiate this generation from others. Here are a few things we know that sets them apart from their millennial predecessors:

 

They are digital AND non-digital.  

They haven’t forgotten traditional mediums such as TV and paperback books and they easily straddle between digital and non-digital. While, Gen Z does receive most of its information from social media, it’s not solely digital for their means of information.

Key takeaway: e-commerce strategies are important for marketers, but don’t exclude in-store service – focus on the shopping experience.

 

 

Instant gratification is everything.

Thanks to social media and technology, the retrieval of information can happen whenever and wherever, making immediate gratification a must. Convenience is important here, more than any generation before. With same-day shipping, Google at your fingertips and apps to keep you from having to stand in line, patience is not a virtue.

Key take-away: this is not to be mistaken as laziness, but rather efficiency and simplicity – there’s no need to overcomplicate a message or product.

 

 

Gen Z is realistic and cautious about finances.

They grew up alongside the recession and were taught to be mindful with their money, even more so than millennials. Being internet-savvy, this generation knows how to find a great deal and get the most out of their money. They can find hundreds of similar products, so what makes yours stand out?

Key takeaway: it’s not enough to be price conscious, this generation is also looking for the value add.

 

 

Gen Z is not just an exaggerated version of millennials. They are unique, open-minded, money-conscious and resourceful. It is an important group of potential customers, clients, employees and employers who can help influence the future. As a brand or company, understanding these characteristics will help to accurately deliver products, services and experiences to this up-and-coming generation.  Welcome Gen Z, we’re glad you’re here!

 

Amanda is an Account Manger at Brookline Public Relations. She has an insatiable appetite for exploring – ironically since she doesn’t like getting lost. She flourishes on bringing broad-minded, creative ideas to the table and trying things outside of the norm – perhaps these are millennial traits?