Archive for the ‘Events’ Category

Brookline XV in the Making

Friday, November 22nd, 2019

Kirstin Lindquist, Graphic Design Intern

Brookline recently turned 15 and as an important milestone, this occasion was cause for celebration. With a dash of glam, we completely transformed Bridgette Bar and in Brookline fashion, no detail was spared!

Our #BrooklineXV party was not only a way to celebrate 15 years of incredible achievements, but truly a way to say thank you to our past and current clients, partners, media, influencers and friends! From a surprise performance by country super star Paul Brandt to laughs shared over cocktails, it was a night to remember.

Without taking the magic away, we want to give you a behind the scenes look at how it all came together and how we “brought our sparkle” to the special evening.

Here’s to the next 15 years!

Kirstin strives to ensure that companies are not only being noticed but also remembered. As a graphic designer she values the fusion of form and function to communicate brand values, establish growth and differentiate clients from their competition.

Alberta Central debunks the traditional banking model in favour of credit unions as part of #MeetYouIRL campaign

Thursday, October 17th, 2019

Nicole Herback, Public Relations Assistant

Credit unions are not your average bank – and at Brookline we always develop and deliver above-average campaigns to generate results for our clients. As a testament to the benefits of the banking service, Credit Unions of Alberta wanted a presence where its customers could be found, whether at coffee shops, festivals or on social media during its #MeetYouIRL campaign this summer. The campaign concept, developed by Brookline, included a series of tactics that aimed to engage with existing and new credit union customers. 

Credit Unions of Alberta is the consumer-facing arm of Alberta Central, which is the central banking facility, service bureau and trade association for all credit unions in the province. Owned by 17 credit unions in Alberta, Alberta Central serves more than 628,000 members at roughly 190 branches. What’s the big difference between a bank and a credit union? Credit union customers are both members and owners.

In support of the organization’s #MeetYouIRL campaign, Brookline implemented the one tactic that is almost guaranteed to get face time with audiences, every time – business takeovers.

What are business takeovers, you ask?

Business takeovers are an effective public relations tactic used to build more awareness for a specific campaign or initiative while leveraging another business’s audience, network and space. This is a beneficial relationship for both business entities to increase their public profile, engage with untapped audiences and garner excitement in the media. Takeovers are especially effective when working with a limited budget or timeline because the host business provides the campaign with ready-made space, product and staff to support the initiative.

Throughout July, Brookline facilitated takeovers on behalf of Credit Unions of Alberta at two locations: Transcend Coffee in Edmonton and Analog Coffee in Calgary. This maximized the opportunity for the organization to get some real face time with its customers to explain the key benefits of banking with a credit union. Seen throughout these photos, Ian Burns, CEO of Alberta Central is quite literally meeting people in real life, taking their questions and educating them about why banking with a credit union is a compelling choice for Albertans in any stage in their life.

In support of the coffee shop takeovers, Brookline partnered with prominent influencers in the Calgary and Edmonton markets to share content about the organization and attend the takeover events. Together with traditional media pitching, Brookline helped Credit Unions of Alberta achieve more than 65 pieces of unique news content to promote the takeovers. This goes to show how public relations in an online setting can lead to greater awareness and attendance in a real life one!

Beyond business takeovers, Credit Unions of Alberta furthered its presence in Calgary this fall by sponsoring major festivals of both food and science varieties. In August, Brookline coordinated a sponsorship of Taste of Calgary, where masses of Albertans on the hunt for good eats also found solid financial advice through their interactions with Credit Unions of Alberta. And last month, the tech and innovation-focused organization also sponsored Beakerhead by funding a field trip for students to attend the festival.

For the remainder of 2019, stay tuned for what Alberta Central will be doing for International Credit Union Day this month and Financial Literacy Month in November. Have you considered banking with a credit union that meets you #IRL?

Nicole is a Public Relations Assistant at Brookline Public Relations. Nicole loves learning the ins and outs of each industry she works with. Since working with Alberta Central and financial influencers, she is a newfound advocate for financial literacy.

The creativity conundrum: how to keep your campaigns fresh and current

Monday, August 19th, 2019

Ashley Tymko, Account Manager

“I have an endless supply of award-winning campaign ideas! What is writer’s block? Inspiration just hits me at all times.”

In an idyllic world, the statement above is what myself, and I am sure every public relations practitioner wishes they would experience. In stark reality, creativity is relentlessly capricious. It ebbs and flows in waves and even the most seasoned of us can at times struggle to find inspiration.

Creativity can be defined in countless ways, but for the purpose of my blog, I am defining creativity as: “unique ways for organizations to evoke emotion and brand recognition among its target audience.”

I am often asked by my peers and those outside of the PR world how I continually stay creative for new and returning clients.

I thought I would share some key learnings that I’ve applied throughout the years to ensure I always put my most creative self forward.

Be authentic. This one is less of a ‘be true to yourself,’ but rather, more ‘be authentic to your client’.

Our clients work with us not only because we are good at what we do, but because we take the time to understand their needs and goals to authentically communicate their message. Strategy sessions are essential to building an excellent working foundation, but also imperative to getting those creative juices flowing with your client. We often bounce preliminary ideas off of one another to get a true sense of what they want vs. what they aren’t crazy about.

There is no such thing as a ‘one-size-fits-all media strategy.’ Learn your client, their language, their goals and desired outcomes. The more information you have on your client, the better you can determine what approach is best and find creative ways to solve their problems and add value.

Know your strengths. Know when you operate at your optimal creative level i.e. when you produce your best work. For me, it is first thing when I wake up. I quickly brush my teeth, make a coffee and hunker down at the computer and write. My optimal time is between 5 and 8 a.m. (as I edit this blog I peeked at the clock and its 6:05 a.m.) I often get (lightly) chastised from my concerned colleagues for sending emails and documents at 5 a.m. but that’s what works for me to get in my optimal writing headspace. This is the time I can pump out a killer press release or a thought-provoking pitch.

Be aware and make time or space to allow yourself to operate most creatively. It truly helps.

Our Senior Account Manager, Angela, needs to blast soca music to slay an amazing press release. Our Senior Intern, Nicole, likes to declutter and work in a clean space and our PR Assistant, Ottilie, loves to listen to Podcasts.

Get inspired! When creative juices are running low, don’t shy away from getting inspiration from different campaigns.

Whenever I am in a rut, I think back to my favourite PR campaign, the Dove Real Beauty campaign and its evolution. It is simple, evokes emotion, connects with the target demographic and is extremely creative in the delivery of its messaging. It’s a tremendously well-rounded campaign. So much so that it was pivotal in not only promoting their brand, but having their target audiences question their competitors’ marketing tactics. Its influence is seen heavily in public relations and marketing today. Just look at their competitor, Olay’s, new campaign.

So, when you find yourself spinning your wheels running through the same three ideas over and over again, step back and gain some clarity and inspiration from other places.

I asked around the office and here are a couple of our favourite campaigns:

“Creativity is intelligence having fun.” — Albert Einstein

The key word here is FUN. At the end of the day, being creative, brainstorming ideas and stretching the limits of what we thought possible is always invigorating. My favourite days are when my colleagues and I get together in the boardroom and tackle an issue together. It usually ends in a pile of giggles and us shouting out the most obscure ideas we can think of – but at the end of the session, we come out with solid ideas to present to our clients.

So even when you are exhausted, out of ideas or feel like you’re hitting a wall, turn to your colleagues for support and have fun with it.

Ashley Tymko is an Account Manager at Brookline Public Relations. Ashley has expertise in event planning, media relations, client relations and strategic planning. Ashley thrives in a fast-paced workplace where there are constant opportunities to learn new things and explore bold ideas.