Archive for the ‘YYC’ 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?

 

Making the connection: A behind-the-scenes tour of the new baggage handling system at YYC

Wednesday, August 8th, 2018

Ottilie Coldbeck, Intern 

July was an exciting month for the Calgary Airport Authority (the Authority), as it saw the official launch of a state-of-the-art tote-based baggage handling system in the Domestic Terminal at YYC Calgary International Airport (YYC).  To commemorate this occasion, Brookline worked with the Authority and hosted an exclusive sneak-preview of the baggage handling system – inviting Calgary media to a behind-the-scenes tour of the facility.

 

 

Seamlessly connecting both the domestic and international terminals, the baggage system runs approximately 7.2 km, processing 8,000 bags per hour – almost doubling the capacity of the previous system. This enhanced system allows YYC to better accommodate the anticipated 17 million passengers that will travel through the airport in 2018.

 

 

Ivonne Gamboa, Director of Terminal Construction, Calgary Airport Authority, hosted media through the innovative baggage system and answered any questions that arose. The tour began with a look at the old system, and continued to the main domestic baggage hall to show media the transformation of the impressive system. Gamboa concluded the tour at the new domestic check-in desks in the Domestic Terminal, proceeded by a Q&A period.

 

 

The impressive media turnout included representatives from the Calgary Herald, Calgary Sun, News Talk 770, Global News Calgary, Radio-Canada, CBC, Breakfast Television and 660 News. The tour secured 40 stories with national reach, resulting in 4,858,025 impressions.

Brookline was pleased to coordinate this tour on behalf of the Authority and continues to assist with its media relations efforts.

 

 

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.

 

 

Servus Credit Union helps you Escape the Bank!

Monday, October 23rd, 2017

Dominica Nemec, Assistant Account Specialist

As a longstanding client of Brookline’s, it’s always exciting when our team gets to work on a project with Servus Credit Union and this summer proved no different. After successfully executing previous campaigns, such as Servus Circle Day, Brookline was pleased to once again manage media relations for Servus’ Escape the Bank initiative. This summer-long campaign invited existing and potential Servus clients to “escape” the rigid system of the traditional bank and learn more about what the Alberta-based credit union has to offer.

As part of the community-driven ‘Servus Summer’, during which Servus sponsored many family and community activities and festivals throughout the province, the credit union also partnered with the Locked Room to fashion a mobile escape room styled as an old, vintage bank. The campaign challenged Albertans to use their problem-solving skills and brain power to think outside of the “square” structure of typical banks and learn more about what sets Servus apart.

Brookline focused on media relations and blogger outreach in four major markets – Edmonton, Calgary, Red Deer and Lethbridge – to promote the appearance of the mobile escape room at events all around Alberta. The campaign resulted in 48 pieces of prominent media coverage, including television coverage from Global News Calgary, CTV News and City News in Edmonton, and CTV News Lethbridge, and radio coverage from 660 News in Calgary and iNews 880 in Edmonton. Between online articles and blogger coverage, there were also 22 unique pieces of online coverage.

A few of our own Brookliners had the chance to experience the mobile escape room themselves and made it out with just minutes to spare! It’s always a great time working with Servus and we can’t wait for the next event.

Dominica Nemec is an Assistant Account Specialist at Brookline Public Relations. She is at her best when coming up with creative ways to tell a story and is a self-professed grammar geek. She has helped multiple brands tell their stories and build their reputations through media relations, digital communication and event planning.