Archive for the ‘Fresh’ Category

September marks two milestones for ICE District as it continues to revitalize downtown Edmonton

Monday, October 29th, 2018

Jenna Hamilton, Public Relations Assistant

Brookline had the opportunity to assist in launching two events as ICE District continues to celebrate its evolving progress. Brookline was honoured to support in executing the highly-anticipated Stantec Tower Opening, as well as the exclusive media tour showcasing the latest developments of ICE District.

Stantec Tower Opening

On September 26, Stantec welcomed its employees into its new global headquarters in Stantec Tower, Canada’s tallest building outside of Toronto. Stantec Tower stands at 66 storeys high and serves as one of the key pillars in Edmonton’s vibrant ICE District. This monumental day celebrated Stantec’s architects and engineers who worked tirelessly over the past four years to get to this day, as well as its employees officially moving into their new home.

 

 

Stantec’s CEO, Gord Johnston, ICE District partners and executives including Daryl Katz of Katz Group, Glen Scott of Katz Group Real Estate, Darren Durstling of ONE Properties, Bob Nicholson of Oilers Entertainment Group and City of Edmonton Mayor Don Iveson were all present at the event. The event also paid tribute to four former Stantec CEOs in attendance for the opening.

 

 

The event had speeches from executives, a ribbon cutting with a photo opportunity and a sneak-peek look of some of the tower’s state-of-the-art amenities.

 

 

Brookline’s media relations efforts for the Stantec Opening resulted in over 9 million impressions, 61 media stories and coverage in several markets.

ICE District Construction Media Tour

The excitement didn’t stop there as the Brookline team hustled to launch the second ICE District event of the week, the ICE District Construction Media Tour. This tour welcomed all Edmonton and area media to partake in a comprehensive guided construction media tour of ICE District’s latest developments. The tour provided media the exclusive opportunity to capture footage and learn about the progress to-date of SKY Residences at ICE District (SKY Residences), JW Marriott Edmonton ICE District and the Public Plaza.

 

 

The first stop of the tour was at the suites of SKY Residences, atop of Stantec Tower. These contemporary suites include sky-high views and access to the premium amenity spaces that offer residents exclusive access to rooftop patios, outdoor fireplaces, a fitness centre and much more. Media toured the two show suites on the 31st floor of the tower and had a first-hand look at the sleek modern finishes and, of course, the premium Edmonton views.

 

 

Media were then taken to the JW Marriott Edmonton ICE District hotel where they were introduced to many new amenities including an outdoor BBQ, a cocktail bar and the hotel’s meeting spaces which were newly named after iconic Edmonton Oilers Alumni.

 

 

The last stop included an exclusive update on the ICE District Plaza (Plaza), slated to be the epicenter of energy in downtown Edmonton. Once completed in 2019, the Plaza will be able to host 8,000 people for year-round programming in the winter and summer months.

The media turnout for the tour included representatives from the Edmonton Journal, Edmonton Sun, Global News, CTV News, iNews 880 and 630 CHED. The tour secured 32 stories resulting in over 7 million impressions.

 

 

Jenna Hamilton is a Public Relations Assistant at Brookline Public Relations. Her passion lies within the realms of event planning, strategic communications and media relations.

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?

 

The program for the next generation of PR pros

Monday, May 7th, 2018

Ottilie Coldbeck, Public Relations Intern

Throughout university, the terms ‘internship’ and ‘co-op’ are thrown around frequently, with advisors professing the importance of “real world” experience – it can be overwhelming. As a public relations student at Mount Royal University, internships are a key element of the program and are required for graduation. During a four-year course, PR students must complete two four-month internships to provide them with the skills they need to succeed in the workplace.

During the application and interview frenzy, students are often told to embrace any opportunity as there are not many times in a person’s life to ‘trial run’ a job. However, the usual hesitations around starting a new job set in – will it be fulfilling? Will I gain the experience I am seeking? Will agency life be the right fit for me? These are valid concerns and ones that I had felt personally before starting my position at Brookline Public Relations. I have now been with the Brookline team for just over four months and I can definitively answer yes to the above questions.

 

 

Public relations agencies, specifically boutiques, offer new grads entering the workforce an opportunity to hone skills required in the communications world. Agencies provide opportunities for its employees to continually develop their skills while working with a diverse set of clients who require unique communications strategies. In agencies, a teamwork atmosphere is crucial, and this could not be more true at Brookline.

Working alongside some fearless and fabulous women, Brookline PR has introduced me to the wonderful world of agency. At Brookline, no day is ever the same – I am constantly learning from the team and from clients, and the one-of-a-kind work atmosphere has set the standard for what I want to accomplish in coming years.

 

 

However, it’s true that at Brookline, not only do we work hard, we play hard! Brookline acknowledges hard work and celebrates the team in many ways. From Thank Tanks and coffee runs to quarterly team workouts and fun days – Brookline goes above and beyond to recognize the team’s dedication to delivering quality work for clients.

 

 

Public relations agencies offer budding PR pros opportunities to grow as communications professionals and develop a range of skills from the get-go. The agency is a unique and rewarding start to a career in public relations and I am excited to grow as a communicator and work with the Brookline team.

 

– 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.