Archive for the ‘Uncategorized’ Category

Toss or keep? Good business habits in the COVID-era

Tuesday, November 24th, 2020

Not all old habits are bad habits

Leanna Kruk, Group Director

COVID-19 has posed a variety of obstacles to both businesses and employees this year. Whether it’s figuring out an office set up in a one bedroom apartment or working while dealing with children in the background, many have had to adjust to these unparalleled and challenging times to ensure ongoing business continuity and client satisfaction. All the while, considering the needs of employees and finding creative ways to energize weekly Zoom calls!

Some businesses may be modifying their current management style and organizational culture to ensure they are staying current during this new age of running a business primarily virtually. While it is always wise to understand and assess a changing marketplace, it is equally important to understand what qualities of a business are sound and still apply to the current environment.  

As I considered the challenges employers are now faced with, I recalled the adage, “Don’t throw the baby out with the bathwater,” a phrase that I feel we’ve embodied during this past year at Brookline. There are great things many employers have incorporated in day-to-day operations that can be continued during the COVID-era, including these top three fundamentals:

  • Conduct regular check-in meetings. Everyone has dealt with their fair share of Zoom meetings over the past few months. Our team is always checking in with each other to ensure we are proactively meeting and communicating through a variety of platforms to get the job done. This translates to being at the top of our game for client calls and team meetings – any and every way we need to get the job done.
  • Create an environment conducive to results. To support the team working from home, Brookline offered team members the opportunity to enhance their at-home work environment by providing a one time at-home work allowance to support with purchasing key items to set employees up for success. Am I more comfortable on my new office chair instead of patio furniture? Why, yes I am!
  • Stay positive! We have always strived for a very positive culture at Brookline and the last few months has been no exception. Our in-house Culture team has found a variety of creative ways to keep our virtual team meetings fun and engaging – including a ‘70s-theme and a Halloween costume competition.

Leanna Kruk is Group Director at Brookline Public Relations and brings a vast amount of experience in planning and executing successful integrated communications plans, including providing out-of-the-box, dynamic, thoughtful, strategic campaign ideas.

Beyond PR Podcast – Season 2 Episode 03 – Milan and Brittany Lucic

Tuesday, November 17th, 2020

Shelby Wong, PR Assistant

Making his NHL debut at just 19 years old, Calgary Flames left winger Milan Lucic is certainly no stranger to pushing beyond the limits to reach greater heights – but as the saying goes, “Beside every great man is a great woman.”

For the third episode of Season 2, Shauna was honoured to host both Milan and his wife Brittany for their very first interview together. Having just celebrated their 8th anniversary this past summer, the pair reflect on how they first met and how they’ve adjusted to the unique challenges of 2020. 

The Lucics talk candidly about how the pandemic has brought the family closer together, how they adjusted to homeschooling their kids during quarantine, as well as what the worst part about playing in the NHL bubble was – and it’s not what you think! The couple also reminisces on what it was like to live in Boston and LA, as well as their favourite NHL moment to date.

The Beyond PR podcast brings open, honest and sometimes never-before-heard stories from notable leaders. Subscribe to Beyond PR on Anchor, Spotify, Apple Podcasts or Google Podcasts.

Shelby Wong is a Public Relations Assistant at Brookline Public Relations. A crafty wordsmith with an eye for design, she is a strategic thinker with a passion for helping others find their authentic voice.

Credit Unions of Alberta gives high school grads a financial boost with Class of 2020: Own Your Financial Future initiative

Wednesday, November 4th, 2020

Nicole Herback, Account Coordinator

Let’s face it – graduates have had to show perseverance and resiliency this year unlike ever before due to the COVID-19 pandemic. From cancelled graduation ceremonies to affected summer jobs and post-secondary plans, graduating high school students have felt unprecedented challenges and now look ahead at an unclear future. To provide some certainty and stability for deserving students across the province, Credit Unions of Alberta launched a program to award $2,000 to three Alberta high school graduates.

The program, called Class of 2020: Own Your Financial Future (Class of 2020), ran via Instagram for just over a month this summer, where 2020 high school graduates in Alberta were encouraged to enter the contest by posting a video explaining why they should be awarded $2,000.

In an effort to adapt to a changing environment and pivot from activities originally planned for the year that had to be rescheduled due to COVID-19, Brookline strategized with client Alberta Central, the central banking facility, service bureau and trade association for Alberta’s credit unions, to ensure the Class of 2020 program would generate awareness for the brand while helping those in need.

Much like previous campaigns executed with Credit Unions of Alberta, Brookline led the development of the campaign identity and strategy, but hosted the contest virtually instead of holding any in-person events. Social media has provided many alternatives for people to show up for their community in 2020 without needing to be in-person – the Class of 2020 contest was no exception.

Brookline’s in-house graphic design team flexed its artistic muscle to create eye-catching social media posts and advertisements to generate additional interest in the contest. As well, Brookline partnered with key influencers across Alberta to spread awareness about the campaign and reach key audiences: high school graduates and their parents. This tactic complemented Brookline’s media relations efforts to gain coverage in urban and rural markets throughout the province.

Brookline produced an integrated campaign that incorporated traditional and digital communications efforts. Combined with an ad-buy campaign, the tactics were successful in securing impressions and, most importantly, entries to the Class of 2020 contest. High school graduates from across the province uploaded entries and made their case via Instagram, each sharing their own unique story. Applicants were asked to meet three criteria in order to maximize their chances at winning one of three $2,000 prizes from Credit Unions of Alberta: demonstrating innovation in their video, describing how they would champion change in their community, and exuding creativity in their submission.

In the end, three successful high school students each won $2,000 deposited into a new or existing account with their local credit union. Meet the winners: Kwasi Oteng from St. Francis High School (Calgary), Ksenia Pankratyeva from McNally High School (Edmonton) and Vivian Tran from Archbishop MacDonald High School (Edmonton).

Amidst an uncertain year, Brookline was thrilled to oversee the Class of 2020 program with our amazing client, as well as share in the success of these three winning high school graduates and all who entered.

Nicole is an Account Coordinator at Brookline Public Relations. She is a writer at heart and thrives creating anything from a long-lead op-ed to a clever Instagram caption.