Archive for the ‘Event’ Category

The Week of Jayman BUILT

Thursday, November 22nd, 2018

Ottilie Coldbeck, Senior Intern 

Jayman BUILT (Jayman) was buzzing with activity and had us, as their agency of record, execute three events in one week. Never a team who backs down from a challenge, we banded together and dubbed the week the, “Week of Jayman” and hit the ground running on executing media relations tactics and event logistics for three high-profile events.

Starting off the Week of Jayman, we coordinated a media preview of the world-renowned dementia care model, at Jayman’s lake-side community in Mahogany, Westman Village. The Journey Club Memory Care Program located in Westman’s Journey Club Seniors’ Residences, is the second Calgary-based residence to implement the world-renowned, person-centered dementia care program, known as the Butterfly Program.

 

 

On Tuesday, October 9, Dr. David Sheard, Founder of Dementia Care Matters, led an interactive Q&A with media at Westman Village, followed by an exclusive tour of the Butterfly Care Homes at Journey Club. The residences boast vibrant colours and the stuff of life to create a cozy homelike environment for people living with dementia, with a focus on integrating compassion and emotion into the care homes. The innovative program drew interest from a number of Calgary’s primary media outlets, including, Global Calgary, CTV Calgary, Breakfast Television, CBC Calgary and CHQR 770.

 

 

Following the exciting Journey Club Memory Care Program launch, the team ventured back to Westman Village to host an exclusive menu tasting experience at the brand-new Headquarters Restaurant, located in the Journey Club Residences. Prominent Calgary media and influencers spent the event tasting a variety of locally-sourced cuisine influenced by the international food scene.

 

 

Executive Chef Jeremy O’Donnell entertained guests with an amazing eight-course dining experience as they embraced the beautifully-decorated dining room of Calgary’s newest fine dining restaurant. Among the favourites were the delicious Duck Confit Wontons with Saskatoon Port Gastrique and the Braised Lamb Shank.

 

 

Along with the meal, live piano music filled the room, courtesy of local musicians every Thursday through Saturday. Following the sit down meal, Chef Jeremy treated guests to a dessert feast, featuring a number of his most sought-after sweet treats, including the Warm Apple Strudel with Vanilla Sauce and the Double Chocolate Brownie, YUM!

 

 

Among attendees were representatives from the Calgary Herald, Avenue Magazine, Culinaire and Impact Magazine, along with Calgary influencers, Style by Aliya, Hungry Couple YYC, Baker’s Beans and Banhmiigirl. Along with an abundance of social media coverage across all platforms, Headquarters has been featured in both the Calgary Herald and Culinaire magazine to-date.

The Brookline team then headed north to Leduc to be on-site at Jayman’s grand opening of their showhome in Edgewater Estates. Built by Tamani Communities, sister company of Jayman, it is Leduc’s first gated community that provides home buyers with prestige and exclusivity along with a variety of amenities that lends to a modernized way of living while keeping a small-town feel.

 

 

Brookline secured a Spotlight on Success segment with CTV Edmonton during the day where the team toured the beautiful community and custom showhomes within. The evening invited members of the public to come and explore the new community and showhomes that featured food, drinks, live music and a presentation from Jayman BUILT CEO, Jay Westman and Tamani Communities VP, Cam Hart. The event was well received by the public and the media and garnered social media and traditional media coverage.

 

 

The three events secured over 25 individual media stories, with over 5.1 million impressions, in addition to extensive social media coverage. From program launches and restaurant openings to show home unveilings – the Brookline team had one busy, and fun-filled, week with Jayman.

 

 

 

Ottilie Coldbeck is a Senior 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.

What to expect when your client is expecting…

Tuesday, January 16th, 2018

Leanna Kruk, Account Director

Ask any PR agency professional about their last consumer-facing client campaign…and I bet it included working with bloggers or influencers. As many in our industry can relate, the media landscape has officially changed. The rise of the blogger and influencer is here – they are smart and savvy and know their worth. What qualifies someone as a blogger or influencer? For bloggers, they have their own blog site, or contribute to a blog site, along with other writers to review and highlight products, brands, experiences, events, etc. An influencer may not have a blog site per se, but they conduct the same reviews via social media and have followers that engage with them on those platforms. At Brookline, we work across many industry sectors and often clients are looking to align their brands with communication channels that can speak more directly to their customers or audience. Enter the blogger/influencer.

So, what makes this group so effective? Well, they have followers, followers that listen and react. They also have a special connection to their followers and they take extraordinary pride to ensure they are always considering what their audience is looking for. Most bloggers and influencers that we work with are keen to engage with us because we have cultivated great relationships and we understand what is important to them when representing a brand or client. Of course, there have been some fundamental learnings we’ve picked up along the way. Here are the top four items to expect in your next blogger/influencer campaign:

  1. Manage client expectations – This is key. Yes, working with bloggers and influencers is fun and exciting and you get to see your brand or product come to life through their words and images, but not all may want to work with your brand. Some may have pre-existing conflicts with other brands that will automatically diminish your chance of working with that blogger. From an agency standpoint, it’s always a good idea to vet bloggers and influencers before mentioning them to your client so you get a sense if the partnership will work.

 

2. Manage budgets – The blogger/influencer group is here to stay, and they know that they are an effective messenger to consumers. They spend the time and money to maintain their site and to blog or post via their social networks and a fee needs to be associated with that time commitment. For many that we speak with, they also take immense pride in maintaining a certain visual look to posts and images and that can cost money as well. Not all bloggers/influencers will look for an outright payment; some value experience based opportunities or products in lieu of payment. This is a tactic that we have successfully used when working with this group.

3. Set parameters – When starting the engagement process, we find it helpful to set clear parameters on what is expected both with our client and with the blogger/influencer. Sometimes a contract is even put in place to ensure that both parties are clear on what the payment or experience will include and when the expected blog should be posted.

 

 

4. Prepare for your campaign – Similar to working with traditional media, bloggers and influencers appreciate access to information and images to enhance their posts. Providing them with key messages or high-resolution images will ensure that their posts reflect the brand and the targeted campaign messages.

 

If you haven’t worked with bloggers or influencers in the past, it really is an exciting time to involve them in your intended outreach strategy. They bring an unmistakable grassroots approach that can’t be mimicked through other strategies. Make sure to incorporate the above suggested tips the next time you work with bloggers and influencers and you’ll be on the receiving end of a successful, multi-faceted client outreach campaign.

 

 

Leanna Kruk is an Account Director at Brookline Public Relations and brings a vast amount of experience in planning and executing successful integrated communications plans, including work with bloggers and influencers. Leanna brings value to her clients by always providing out-of-the-box, dynamic, thoughtful, strategic campaign ideas. Her ability to motivate her team comes from her passion for communications and the clients she represents.

Event planning: Details, Details Details!

Thursday, August 10th, 2017

Amanda Kemsley, Account Specialist 

It’s an age old saying for many aspects in life, particularly one that could be said about event planning; hope for the best and prepare for the worst. As PR professionals, we prepare and think about every possible scenario, trying to avoid the unavoidable. But, we don’t hope for the best, we plan for it. Below are a few considerations to think of when planning an event and ensuring everything goes off with a bang:

  1. Purpose

Having a clear objective from the beginning will guide all aspects of planning, help to measure results and ensure success of the event. Is the event to launch a product or service? Is it to introduce a new brand/company? Why are you (or the client) holding the event, and what do you want to achieve?

 

  1. Budget

Once you’ve established the focus of your event, do your research and estimates costs to create a budget you can reasonably work within. If you are given a budget from the client, break it down into line items to give yourself an idea of what can fit into the budget. There are often unforeseen costs so don’t forget to account for contingency.

 

  1. Know your audience

This goes for both guest and media invites. Invite guests that share an interest in your event, product, service, etc. Reach out to media appropriately and ensure you’re pitching a reporter with a beat that coincides with your event’s purpose. Making sure to research and select the right people will help create a longstanding relationship with event attendees and media contacts.

 

  1. Timeliness

Conduct an environmental scan for the time, and area of your event. Take a look at other events happening in the city and pick a suitable day and time that will not conflict with your event. You don’t want to compete with other events that have a similar targeted guest list.

 

  1. Make a list and check it twice

In PR we love lists, but creating a work back schedule will help ensure you don’t miss important elements for your event. Organizing all details into once place will give you the chance to see how your plan is progressing. A run of show is also a great way to envision your event from start to finish and will give you the opportunity to recognize any missing elements.

  1. Venue Selection

Align your event theme with your venue selection. Having consistency in your theme and venue will add to the event and leave a lasting impression. Look at the big picture and choose a venue that can accommodate your guest list, food and beverage options, fits your budget and encompass the atmosphere you’re aiming for. It’s also important to consider accessibility of the venue, convenience for guests and if necessary, contingency plan for weather. If you are on a limited budget, look for a venue that can check off multiple services including catering, entertainment and AV – bundling vendors can help save costs.

 

  1. Takeaways

Leave a lasting impression on your guests with a simple and thoughtful takeaway gift. Practical or unique gifts are usually a hit, keeping in mind it should always tie back to your event theme.

 

 

Once your event is over, record key learnings and regroup with your client to look back, review and measure against your objective(s). Key learnings and takeaways are great to have on hand the next time you plan an event. Events require a lot of foresight, but if planned and executed well, they can be the perfect opportunity to engage with your audience, share a message, secure earned media and more!

Amanda is an Account Specialist 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.