A Presentation to The CCMN

1. A Presentation toThe CCMN Fieldstone Marketing & Communications Ltd. and Baron Communications Ltd. April 6, 1999

2. Who is Fieldstone/Baron? • Strategic partnership involving two established Calgary-based agencies: 1. Fieldstone Marketing & Communications • Full-service agency with 31 employees, offices in Calgary & Regina • Began in 1984 • Clients include: • Royal Bank • National Sport Centre • Growing Alberta • Huron Carole • Many national and international agricultural accounts

3. 2. Baron Communications • Established in 1987 • Full-service Media Operation • 10 Employees • Clients include: Canada Olympic Park • Cadillac Fairview Malls (W.Canada) • CP Hotels (Alberta) • Calgary Co-op • Karo • Brewster Transportation • Totem Building Supplies

4. Baron Communications • Complete the “Agency” Picture • Media Strategy & Planning • Media Buying & Negotiating • Media “counsel” (evals, unbiased PofV) • Research • Housekeeping and tracking systems

5. Operating Philosophy • Somewhat different than many communications agencies • Clients want and deserve the best, at a realistic cost • The best services and expertise aren’t always in-house • Partnering provides “1st class results” and efficiencies • Both agencies have been partnering for over 12 years • Keys to good partnerships • Clearly defined roles and responsibilities • People who are totally committed to working for the good of the client

6. Areas of Focus Focus on communications that works • Won many national and international awards • What’s important is the client’s success • Good communication involves more than good advertising • Royal Bank ‘Supplier of the Year’ award High Priority on Administrative excellence • Many 10 year + clients

7. Areas of Focus Value is essential • Focus on efficiency • Focus on results Partner with clients • Be part of their team • Be FUN to work with • Compensation arrangement should encourage partnership

8. Our U of C Team Kim McConnell Strategic Director Mario Amantea Creative Director Max Fanderl New Media Director Megan Sanders Account Director Cheryl Baron Chairman, Baron Communications Marie Hansen Print Supervisor Ranjit Dhanjal Media Buyer Charles Cummins President - Baron Communications

9. Priority #1: A Communications Plan • Believe strongly in working from a plan • ‘Act’ vs ‘React’ • Major efficiencies and cost savings • Identify partnership, funding and contra opportunities • Determine the most appropriate mix of communications vehicles • We believe strongly that: • Plans will make our job easier and more effective • Plans will enhance the effectiveness and morale of faculty, departmental staff at the U of C

10. Our Offer • Work with the Director of Marketing and each faculty and major department • Develop individual marketing communications plans • The Cost? • Faculties and departments with communications budgets of greater than $20,000 = $1,500 • Faculties and departments with less than a $20,000 communications budget = No charge • Why?

11. The Major Components 1. Where Are We? • Situation Analysis • Target Audiences • SWOT • Partners - sponsors/contra • Past Goals and Strategies • Past Tactical Activities (What’s worked and what hasn’t?) • Advertising Campaigns - creative & media • Collateral Materials - creative and distribution • Direct Marketing - creative & distribution • Promotional Materials, Displays & Tradeshows • Website development • Communications Activities - media relations & special events • Expenditures • Key Contacts/Approvals/Input Process

12. 2. Where Do We Want Be Tomorrow? • Awareness Goals • Image/Perception Goals 3. How Are We Going To Get There? • Specific Actions • What • Who’s Responsible • Timing • Potential Partners • Contra Opportunities • Budget Allocation • Follow-up Procedures ….. Did it work?

13. The Process Sample Workflow Outline Step 1 Notify Ann MacDiarmid and Susan Francis or Maureen Healey about your project. Step 2 Call Megan Sanders at Fieldstone to arrange a briefing on: • background, project requirements, quantities, budget, etc. • if appropriate, provide photos, copy, charts or other items to be included. Step 3 (optional) Agency prepares creative brief. You approve prior to work beginning. Step 4 Agency provides preliminary estimate. If approved, work proceeds.

14. The Process Step 5 Agency presents comps, draft copy. Once concept is approved, final estimate is provided. Step 6 Once final estimate is approved, production commences. Step 7 You review first laser, making changes if required. Step 8 You review revised laser to approve for printing or to make further changes. Note: If more than two rounds of changes are requested, or if the changes are required as a result of a change in your direction, a supplementary estimate for the additional work will be issued. Step 9 Agency places final files on disk and proceeds to film and printing. Step 10 Agency delivers the brochure quantities o specified location(s).

15. Managing Day-to-Day Electronically

16. Why We’re Excited to Work With U of C • University of Calgary is a dynamic institution located in a vibrant city and a growing province • University of Calgary is an important part of our home city

17. Please Accept Our Offer • Meet with your team • Contact Marketing and arrange a Planning Session • Let’s move forward, together!