Archive for the ‘Netwoking’ Category

A Month in the Life of a Brookliner

Tuesday, April 30th, 2019

Ottilie Coldbeck, Senior Intern 

 

Not your average blog

 

“What is an average day at Brookline?” – The question that always seems to make us group of communicators stumble for words. In an agency setting, it’s hard to summarize what we do in a day. Our brains switch from writing consumer press releases, to corporate strategies, to event plans, media briefs and crisis communications all in the span of eight hours.

In all honesty, it’s easy to overlook all that we accomplish in a day, a week or a month. That’s why this month’s blog is a bit different. I took this opportunity to answer that question, and show you exactly what it’s like to work at one of Canada’s leading boutique agencies. Keeping in mind that it wouldn’t be fun to just watch us working away at our desks, so think of this vlog as a highlight reel!

 

 

In creating this vlog, it was fun to reflect on some of the amazing times that I have shared with this hard-working, dedicated, and quite frankly, extraordinary team. Together we work hard and play hard – we celebrate our accomplishments and learn from our setbacks; we challenge ourselves and each other; we laugh, we dance and we make every day #BPRDifferent. We are Brookline.

 

 

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.

 

 

A Look Back at the Year of Influence

Tuesday, December 18th, 2018

Shama Walji, Office Manager and Executive Assistant

As one of Canada’s leading boutique public relations agencies, Brookline is pretty awesome. A team is only as good as its players and we rock each other’s world (in a good way) every single day.

 

 

2018 marked the year of influence and Angela Cabucos couldn’t have said it better at the start of the year when she described influence as, “capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.”

As we close off 2018, I can’t help but to think how Brookline had such a stellar year.

Let’s take a look:

We Added to Our All-Star Team

Brookline’s team is always expanding and growing with the industry’s finest. This year we welcomed Jenna Hamilton, Ottilie Coldbeck, Nicole Herback as interns, Jas Badesha as PR Assistant, Katie Temple as Account Executive, and Janelle Sacucci as Account Manager.

We Celebrated Some Pretty BIG Milestones

This year, Brookline marked its 14th year in business. We were able to surprise and celebrate the woman who started it all: Shauna MacDonald and the influential leader, mentor, and friend that she is. We also celebrated our very own Sophie Pilon on her sixth anniversary at Brookline, Leanna Kruk for four years at Brookline, and Lisa Libin for three years at Brookline.

… And Some BIG Wins in Influencing the Industry

Here’s the thing, a little side hustle is influential and that’s what good agencies do. Brookline had some remarkable wins in 2018 through influencing our community.

Ahem – to mention just a few:

Internal Team Wins

A major component of Brookline’s culture is celebrating the team through quarterly fun days and team workouts, thank tanks, mentorship programs, pillar awards, this year’s influencer award, and of course promotions. These rock stars were promoted in 2018:

  • Leanna Kruk to Group Director
  • Sophie Pilon to Account Director
  • Shama Walji to Office Manager and Executive Assistant
  • Angela Cabucos to Senior Account Manager
  • Amanda Kemsley to Account Manager
  • Jas Badesha to Account Coordinator
  • Jenna Hamilton to PR Assistant
  • Ottilie Coldbeck to Senior Intern

In 2018, there was so much to celebrate – I cannot wait to see what other amazing accomplishments will be in the books for 2019.

 

 

Shama Walji is the Office Manager and Executive Assistant at Brookline Public Relations. With over nine years of customer relations and administrative management experience, Shama brings a creative and enthusiastic ability to be Brookline’s main point of contact for all things administrative.

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?