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Can adian Tire Anthem campaign

Can adian Tire Anthem campaign. Departments and firms. Departments. Firms/Agencies. Canadian Tire ’ s new anthem pleads…. http://www.thetorontoegotist.com/news/local/2013/august/17/we-all-play-canada-canadian-tires-new-anthem-ad-pleads-bring-back-play. Transcript.

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Can adian Tire Anthem campaign

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  1. Can adian Tire Anthem campaign

  2. Departments and firms Departments Firms/Agencies

  3. Canadian Tire’s new anthem pleads… http://www.thetorontoegotist.com/news/local/2013/august/17/we-all-play-canada-canadian-tires-new-anthem-ad-pleads-bring-back-play

  4. Transcript • Through seasons that changedand smiles that didn'tno company has shared this nation's passion for play like Canadian Tire. • But have you noticed?Play doesn't come out to play as much anymore.As a company that cares deeply about families knowing half our kids aren't active matters...for a country without strong children cannot stay strong. • So Canadian Tire • is rallying this country's most influential partners to bring back play... • And with it ...All the confidence • creativityand strength • that serves to remind:We all play for Canada. • Read more at http://www.thetorontoegotist.com/news/local/2013/august/17/we-all-play-canada-canadian-tires-new-anthem-ad-pleads-bring-back-play#OJLBzbLo8XwvMvYA.99

  5. Departments and firms department firms Cleansheet Communications http://www.cleansheet.ca/ MediaCom http://www.mediacom.com/en/home.aspx Tribal DDB http://tribalworldwide.com/ • Canadian Tire Communications and Corporate Affairs • http://corp.canadiantire.ca/EN/AboutUs/WhoWeAre/Pages/DuncanFulton.aspx

  6. Program planning Canadian Tire Anthem campaign

  7. Readings

  8. situation • What is the situation that prompted the development of this campaign? • What kind of situation is it? • a) a remedial program to overcome a problem or negative situation? • b) a specific, one-time project to launch a new product or service? • c) reinforcing an ongoing effort to preserve its reputation and public support? • (Wilcox, p. 151)

  9. objective • There are five possible objectives for a communications plan. • What is the objective of this campaign? • a) Message exposure • b) Accurate dissemination of the message • c) Acceptance of the message • d) Attitude change • e) Change in overt behaviour

  10. audience • “Public relations programs should be fdirected toard specific and defined audiences or publics.” (Wilcox, p. 153) • Who do you think is the primary audience? • Who is the secondary audience?

  11. strategy • How and why campaign components will achieve objectives. • Guidelines and key message themes • Also, a rationale for the actions and program components that are planned. • Why is something being done and why it will work for the campaign. • (Wilcox, p. 154 and 156)

  12. tactics • Nuts and bolts of the plan. • Specific activities that put each strategy into operation. • Activities to achieve the stated objectives. • Canadian Tire Anthem includes • - television commercial • - strategic partnerships with Canadian olympic Committee, Skate Canada, Hockey Canada, Snowboard Canada, Canadian Paralympic Committee, National Hockey League (NHL) • - website www.weallplayforcanada.ca • - invitation for families to upload videos to the website

  13. calendar • Bring Back Play launched August 19 and runs to end October • When will the key messages be most meaningful to the intended audience? • Think about seasonality. • Think about holidays and days dedicated to certain groups, i.e. secretaries, April Fool’s Day, Christmas, etc. • Be aware of the news. News events will raise interest about certain issues.

  14. Gantt chart

  15. budget • How much will this project cost? • Budget can be divided into 2 categories: • - staff time • - out-of-pocket (OOP) • Recommend adding 10 percent for contingencies or unexpected costs

  16. evaluation • Relates directly to the stated objectives. • Restate the project objectives and then name the evaluation methods to be used.

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