Archive for the ‘Solid’ Category

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?

 

Brookline takes to new heights with JW Marriott Edmonton ICE District and The Legends Private Residences

Thursday, June 7th, 2018

Amanda Kemsley, Account Executive

 

At Brookline, our aim is to always provide our clients with the best service by continually going above (literally) and beyond for every project. On May 8th, we took to new heights with the topping off of Edmonton’s newest luxury hotel JW Marriott Edmonton ICE District and The Legends Private Residences. In the construction world, the topping off of the structural portion of a building is a major milestone. So, in Brookline style, we had to celebrate.

For the event, ICE District treated media and VIP’s to the 46th floor of the tower, the highest vantage point the public has been in the city to date.  Here, the media got an exclusive look of the tower and panoramic views of Edmonton’s ever-changing landscape. Once complete, the JW Marriott Edmonton ICE District and The Legends Private Residences will stand 56 storeys high – the first 22 storeys as hotel space and The Legends Private Residences above the hotel.

 

 

Promising approachable luxury, the hotel will feature 356 rooms of elegant accommodations, luxury spa offerings and Edmonton’s largest ballroom at 10,500 sq. ft. The Legends Private Residences will be the ultimate in luxury living, with sophisticated and functional condominium homes with panoramic city views.

Speaking to the luxury theme, the topping off celebration included a short formal program with words from Edmonton’s Mayor Don Iveson, Martin Stitt from Marriott Hotels Canada and Glen Scott from Katz Group Real Estate, concluding with a ‘topping off’ of a cake replica of the tower. The event also included ICE District partners, government officials and executives from ONE Properties, JW Marriott, Oilers Entertainment Group, as well as Edmonton media.

 

 

JW Marriott Edmonton ICE District is slated to open in Q1 of 2019 and we can’t wait to experience all the state-of-the-art offerings. The Legends Private Residences is set to open from Q2 to Q4 of 2019. If you’re looking to be a homeowner, hurry because it is already over 90 per cent sold!

 

 

Amanda is an Account Executive 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.

 

An evening with Lord Conrad Black

Thursday, April 26th, 2018

Angela Cabucos, Account Executive

Brookline PR recently had the opportunity to partner with the Canadian Global Affairs Institute (CGAI) to position it as a thought-leader in Canada on international affairs through strategic media relations and a speaker event featuring Lord Conrad Black.

For those who may not know, Lord Black is a man of many trades: author/columnist, political commentator, historian, financier, former newspaper publisher, intellectual force, TV host, Member of the British House of Lords and more. He is a columnist featured in many publications throughout Canada, the U.S., and the U.K., and the author of several notable biographies and his most recent book, entitled Backward Glances.

 

 

The event took place on March 6, 2018 at the Westin Calgary and was host to more than 300 attendees for a dinner and fireside discussion. The topic of the night was the state of Canada-U.S. Relations in the Age of Trump.

Event day was in full swing by 9 a.m. as Brookline coordinated a media roundtable with prominent media outlets in the city to have an intimate discussion with Lord Black and Kelly Ogle, President of CGAI. Topics ranging from trade, infrastructure and Trudeau’s trip to India were discussed.

 

 

The evening kicked off with a VIP reception followed by a cocktail hour and capped off with a dinner and compelling discussion with Lord Black and CGAI Vice President, Colin Robertson. The lively conversation was an enlightening look into the relationship between Canada and its neighbour to the south, filled with personal musings from Lord Black’s unique position as a close acquaintance of President Trump.

 

 

The media roundtable and event resulted in outstanding coverage across all of Calgary’s media outlets, including: Calgary Herald, CTV, Bloomberg, News Talk 770, 660 News, CTV, Global, BT and City News.

The entire day was a great success and Brookline was proud to be a part of CGAI’s inaugural speaker dinner.

 

– Angela Cabucos is an Account Executive at Brookline. Her expertise lies in media relations, personal and corporate profile-building, writing and strategic communication planning.