Paul Brandt Masterbrand
September 2017
Contents Introduction
Team Client Background
Executive Summary
Project Overview Project Objectives March Promo Objective March Pop-Up Implementation Spring/Summer Social Media Objective September Implementatioin Objective
Market Research
Target Market Consumer Analysis Market Analysis Environment Analysis
Experience Design
Creative Campaign Plan Icon Alignment Waveline March 1 - October 1 2017
Media Campaign
Social Media Social Media Campaign Content Website Creative Alignment
2 2 2
3 3 3 3 3 3 3
5 5 6 6 7
11 12 15 17
19 19 31 33 24
Operational Considerations
35
Timeline Projected Budget Actual Budget
35 38 39
References
41
Introduction Our Team
Morgan Hadden
Jordan Piraux Creative Director
Campaign Cordinator
Social Media Cordinator
Research Director
BBA Marketing Art History
BCMM MDM
BA BBA
BBA
BBA BBA General International Business
Project Lead
Jordan Henry
Kayla Kinnera
Connor Baird
Client Background Mount Royal University’s resident storyteller, Paul Brandt, is an entrepreneur, a social innovator, a trusted leader, a celebrated artist, and a proud Canadian. In partnership with Mount Royal University, he is proud to be launching his Legacy Collection. Over the course of his life, Paul has built success, both personally and professionally, including his Buckspring Foundation. The Buckspring Foundation focuses on people located all over the world who have found themselves in crisis and, “exists to raise money and awareness to help people in practical ways, locally, and globally” (Buckspring Foundation, 2017). This year, Paul has decided to focus his attention on Rodeo Concussion Prevention, Awareness, and Treatment Initiatives, as well as Sex Trafficking, and Canada 150 Trail Initiative. Along with this campaign, Paul has donated more than 2000 objects to illustrate his Humble Beginnings in his Legacy Collection Launch in September of 2017 at the Mount Royal University Riddell Library and Learning Centre. 2
Executive Summary Project Overview
March Pop-up Implementation
To inspire the formation of personal legacies within our target market in alignment with Paul’s four pillars while unifying the messages that each campaign is communicating. Also, to establish a design tone and visual platform as a guideline to be followed by each team.
A pop-up gallery will be placed in a strategic location within Mount Royal University for three days on March 15th, 16th and 17th 2017. This pop-up gallery will act as the leader of numerous other pop-up experiences (implemented during the same time frame) focused on different aspects of Paul Brandt’s legacy. This lead pop-up will contain pieces from the Legacy Collection as well as patches of leather that will be given out to each individual. These patches will be branded with a specific icon by each pop-up experience. There will also be a draw available to win a Paul Brandt/ Buckspring themed prize.
Project Objectives To act as a unifier by bringing together multiple, diverse projects supported by Paul Brandt, as well as increase awareness for the upcoming release of the Paul Brandt Legacy Collection at Mount Royal University’s Riddell Library in September 2017.
Pop-up Exhibit Goals: • To hand out a minimum of 200 tickets to passers informing them of the Legacy Collection launch in September 2017. • To fill a storyboard showcasing all of the unique individuals that were a part of the experience. • To connect and interact with 100 individuals who have had all of the specific campaign icons branded onto their leather patch.
March Promo Objective To communicate with and inspire those who interact with the different pop-up experiences throughout Mount Royal; ultimately prompting the target market to consider what their legacy is and how it can be shared with others.
September Implementation Objective
Spring/Summer Social Media Objective
To draw in the community of formulated legacies, which will have been developed over the previous months, to the grand opening of the Legacy Collection at the Riddell Library.
To continue to foster legacy creation through consistent promotion and emphasis on the upcoming release of Paul’s legacy collection, as well as reminding the target market of the experience that was implemented in the month of March. 3
On-the-go Student
Market Research Target Market Primary Target Our primary target market for the launch at the Riddell Library in September is the Mount Royal University (MRU) Community. From this market, we have created three segments that repre-sent the students, faculty, and alumni. We chose these markets for various reasons. First of all, the new library will be a hub for student life. Many students spend hours in the library every se-mester, the launch of the new library will likely increase the time spent by students in the library. As the students are the largest of the three segments, we will invest most of our resources there. Also, this group has the highest rate of and understanding of social media use, allowing us to reach a wide audience of students while not spending large amounts of money (Bolton et al., 2013). The next group of people likely to use the Riddell library most frequently is the MRU facul-ty. Creating interest with this segment will also be critical in the success of the launch. Lastly, MRU alumni is a segment that is already accessible through existing data. Creating strong brand recognition along with meaningful engagement with all three of these segments throughout the campaign will create a community of individuals who care about the launch and the overlying themes that Paul wishes to communicate to the community.
approx. 18-25 years old
Community Seeking
Fast Learners
Connection with Paul in striving to create their own legacies
Advanced understanding of social media: use for information, leisure, and entertainment
Value Seeking
Keen Faculty Wide range of ages
In the know with student affairs
Can use the collection as a tool
Supportive of Student Projects
Engaged Alumni
Likely already receive updates from MRU regarding exciting events
Wide range of ages
May live in or around the Calgary area
Get information through MRU letters, e-newsletter, etc.
Paul has been involved with alumni affairs in the past
Secondary Target Our secondary target market includes Calgarian neighbourhoods that have an increased population of Generation Y (Millennial) residents. According to Debra Viadero, this generation strives to create a life that has purpose and impact (2008). For this reason, we think that Paul’s connection to creating his legacy will resonate deeply with this generation. In addition, our social media strategies will easily transfer to this market. 5
Consumer Analysis One of the main reasons for choosing the alumni group to target is because of the connection Paul has to Mount Royal as a graduate from the university. As well, the more recent alumni are more tech savvy than previous alumni and can be reached over numerous social media platforms. The alumni group is also an important target because of the community connection that is developed by Mount Royal to stay in touch with their alumni. In 2015, 73% of all Millenials across Canada used social media on a daily basis. As well 87% of Millenials have their phones with them at all times (2016).
MILLENIALS ARE HEAVY USERS OF SOCIAL MEDIA Percent of Total Population that Access Social Networking Daily
73
%
Millenials
Gen X
Boomers
Pre-Boomers
Market Analysis External Analysis Competitors Glenbow Museum Established in 1966 the Glenbow Museum hosts three permanent exhibits and brings in multiple temporary exhibits during the year (Lonely Planet, 2014, para. 2). The Glenbow’s collection focuses on western art and culture (Lonely Planet, 2014, para. 2) and requires a small entry fee of $16 (Glenbow, 2017).
Calgary Public Library (CPL) The Calgary Public Library through their Art at the Library initiative provides free space for exhibitions at six of its locations around Calgary, in addition to hosting a selection of permanent exhibits (Calgary Public Library [CPL], 2017, Art at the library, para. 1). In addition the CPL has removed membership fees while developing a substantial social media presence, which they utilize to engage their numerous members located across Calgary.
University of Calgary Library (U of C) The University of Calgary is a rival post-secondary institution located within Calgary. Due to the U of C’s focus on academic research and large number of students it has a much higher budget comparative to Mount Royal, which it recently utilized in 2012 to develop the Nickle Galleries in its Taylor Family Digital Library (University of Calgary [U of C], 2017, para. 1). The Nickle Galleries hosts multiple permanent collections in addition to hosting temporary exhibitions (U of C, 2017).
Telus Spark While the Telus Spark science center’s main exhibits are focused around science and technology they frequently bring in temporary exhibitions. The temporary exhibitions brought in tend to be varied in scope and subject and frequently have a separate price of admission, required in addition to the payment required to access the permanent exhibits (Telus Spark, 2017). 6
Threat of Substitutes Medium While it would be easy to invite or develop a new exhibit around Calgary, it is less likely to be associated with a country and western star like Paul Brandt due to lack of comparable local stars. Additionally it would be impossible for a substitute to feature Paul as he has already provided Mount Royal with the artifacts for the exhibit.
Porter’s 5 Forces Industry Rivarlry High Rivalry to attract visitors is a factor for venues within Calgary with many venues showcasing a long-term collection(s), and either developing and/or hosting exhibits to generate visitations. Rivalry is therefore high amongst venues who are trying to attract viewers through various exhibits designed to capture interest. Venues in the creative-services sector in Calgary are especially focused on attracting Millennials (Calgary Arts Development, 2015, Inspiring youth), and have adapted their approach through a shift in advertising streams to focus on social media and word of mouth (Robertson, 2015). Additionally, they have focused their selection of exhibits to provide experiences for which are interesting and increasingly interactive which this segment enjoys (Calgary Arts Development, 2015, Inspiring youth).
Threat of Entry High
As a young vibrant city many new types of events and exhibits are developed and brought in to places in and around Calgary. The NDP are currently attempting to cut down on costs following multiple criticisms, as a result as shown in the 2016 capital plan sports, arts, recreation, and culture comprises a mere 1% of allocation, suggesting that while policy may be lax exhibit hosts may not be able to obtain funding. (Alberta Government. (2016). p. 45).
Bargaining Power of Buyers Low
Few Exhibit Deterrents & High Selection -- Medium Admission is free and not restricted to students and campus personnel is welcoming everyone to visit. Therefore, there is no need for exhibit attendees to negotiate. However, within Calgary there are a vast number of experiences and activities interests (Calgary Arts Development, 2015, Shaping identity). These events are held yearround and cover a wide variety of topics, as a result Calgarians are not starved for choice and can pick and choose which activities to attend (Calgary Arts Development, 2015, Shaping identity).
Bargaining Power of Suppliers Low For the Legacy Collection the supplier of materials is Paul Brandt and the supplier of space is Mount Royal. Currently Mount Royal is in the process of cataloging and designing the experience for the September release and while additional features and updates may be provided to enhance the experience post release they are not currently an essential part of the offering; limiting the need for supplier interaction post launch. 7
Internal Analysis
Rare? Yes
V.R.I.O.
There is only one Paul Brandt, therefore, as he has only provided the artifacts to Mount Royal no others can develop a collection for him.
Valuable? Yes Sources show an increase in country music listeners (CMA, 2015, p. 10) who would therefore presumably be interested in the content featured in the collection. Additionally the current strategy focuses towards providing inspiration which is in line with current trend amongst Millennials who lack direction (Heikkilä & Ingnäs, 2015, p. 6-7).
Organization Positioned to Maximize Value? Yes The partnership between Mount Royal allows mutual benefit with affordable space for the exhibit and a showcase exhibit for the newly developed library. Additionally use of students with experienced professor oversight provides low cost or free labour which remains high quality due to experienced oversight and evaluation.
Imitable? Yes (Low Probability) While a rival organization cannot create a collection based on Paul Brandt, they could create a collection featuring a different musician or star, however, it would be difficult to do so in Calgary due to lack of high profile stars. The unique historical relationship Paul Brandt shares with Mount Royal also makes the experience difficult to duplicate.
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S.W.O.T. Analysis Strengths
Weaknesses
The Collection can utilize the “celebrity” factor provided by an award winning artist (Derbyshire, 2017).
As an emerging brand Buckspring’s currently has limited brand recognition (Coding schemes, 2017).
As a Calgarian Paul Brandt has a connection to the local community (Mingo, 2013).
Bucksprings has a current lack of permanent staff (Derbyshire, 2017).
The diverse campaign portfolio allows for a wide target audience with ranging interests (Derbyshire, 2017).
The Legacy collection has long timeframe for implementation (Derbyshire, 2017). Some campaigns are potentially polarizing (i.e. Human Trafficking).
Incorporation into a new facility enables a larger amount of customization in designing the show space, than would be possible in an existing venue.
Creating events on campus requires following university rules & guidelines.
Paul Brandt has firmly established connection with Mount Royal University (Mount Royal University, 2016). Access to resources located within Mount Royal i.e. facilities, students, professors, databases, communication channels (Derbyshire, 2017). Team’s understanding and connection with the identified target markets.
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Opportunities
Threats
Clear connection with a dedicated segment i.e. Country fans (Country Music Association [CMA], 2015).
Lack of school spirit, Mount Royal culture of get in and get out (Webeditor, 2010, para. 19).
Paul Brandt and Mount Royal both have active social media channels with large numbers of followers.
Large number of Competitors & competing events within Calgary (Calgary Arts Development, 2015, Shaping identity).
Local western culture i.e. The Calgary Stampede (Bickis, 2016).
Seasonality, the Legacy Collection is Missing the peak “Western” season i.e. stampede boom in July (Calgary Stampede, 2017).
Free admission (Mount Royal University, 2016). Rising trend in Millennials listening to country music within North America, over the past 10 years (Country Music Association [CMA], 2015, p. 10).
Alberta economic downturn could impact anticipated funding (Bicks, 2016). Student’s time is scarce which may impede their ability to browse the exhibit.
Millennials connection to lack of direction in life (Heikkilä & Ingnäs, 2015, p. 6-7).
No CTrain connection to Mount Royal University (The Huffington Post Alberta, 2013).
Calgary Population continues to increase in spite of negative migration (City of Calgary, 2016, 2016 Civic Census Results book, p. 18).
Limited parking at Mount Royal University (The Huffington Post Alberta, 2013).
Young city: Median age of 36 (Annual Demographic Estimates, Statistics Canada, 2015).
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Experience Design
PAUL BRANDT
Creative Campaign Plan Experience Our experience design will centre around giving our target market a glimpse of what to expect at the legacy launch in September while simultaneously engaging them into the legacy as well. Using Paul’s four pillars, mentor, musician, humanitarian, and entrepreneur, as a jumping off point for organizing the curated pieces, we will create a story that draws participants in and allows them to see themselves in Paul. We plan to curate artifacts from Paul’s donation that encapsulate Paul’s Humble Beginnings, what he represents today, and every social cause that this spring’s campaigns are focussed on. For example, one of Paul’s black hats will represent the concussion awareness team. We plan to create a gallery that welcomes individuals in. We will invite them to stay, learn, experience, and add their input to everything that the gallery has to offer.
LAUNCH YOUR LEGACY March 15 2017 March 16 2017 March 17 2017
This will be accomplished through staying in line with Paul’s Buckspring brand by drawing inspiration from the photos that Paul has provided. Aesthetic themes of Canadian outdoor charm, rustic materials, and natural light will be addressed and fully embodied by the gallery. The aim is to capture a warm theme, a safe haven for visitors to explore and ultimately be inspired by the curated exhibition as well as the goals of the other campaigns. By unifying the messages that each team brings to the target market, we can prompt visitors to consider what their legacy is and how they plan to bring that forward into their lives with intention.
#whatsyourlegacy #creatingalegacy 11
Engagement Our methods of engagement are three fold. First, we will encourage engagement from our visitors and unify Paul’s message through a tangible keepsake for participants, specifically, a leather patch. When our visitors participate in each team’s experience they will earn a cattle brand that represents each cause on their patch. For example, when a participant visits the concussion awareness experience, they will receive a star shaped brand on their leather patch that embodies their message of “seeing stars”. Once participants have returned to our gallery with the brands of all five teams, we will enter them into a draw to win a Paul Brandt and Buckspring themed gift bag. Next, we will set up a Buckspring themed polaroid photo booth at the gallery for participants to snap photos and create a personal pledge stating what their legacy will be in accordance with Paul’s four pillars. With these photos, we will build a storyboard showcasing the diverse individuals that we interacted with over the duration of the experience and their personal connection to the launch. This storyboard of photos will be included at the launch
in September to commemorate Paul, his social campaigns, and the individuals from our community who participated and made it possible. Lastly, to tie in our social media aspect, the photo booth will also be used to incorporate our hashtags. These photos can simply be taken at the experience using their phones. These photos can then be posted to our social media channels by participants using the hashtags #creatingalegacy, #whatsyourlegacy, and #legacyforall. We plan to welcome these individuals into the legacy community and to attend the actual launch in September by including the hashtagged photos, posts, or tweets in a digital photo frame at the launch. In addition, to encourage attendance to the legacy launch in the fall, we will hand out ‘tickets’ to passers by informing them of the date and other basic details of the event as well as their opportunity to have their artifact categorized into Paul’s four pillars. This will encourage participation even if they choose not to be a part of our experience design.
Legacy Connection Paul’s launch at the Riddell library in the fall completes the point of leaving a legacy. Paul has managed to do this through numerous aspects of his life. He has found great success in being a mentor in his community, a country musician, an empathetic humanitarian, and finally a motivated entrepreneur. His undeniable legacy is known by many and will be carried forward through his launch in September. In order to drive home the point of creating personal legacies to our participants, we will curate the pieces in such a way that invites them to contribute, in their own way, to the official launch in September.
This will be based on the contributed artifact as well as their legacy pledge made in March (if applicable). In creating this legacy community, participants can visualize how much potential we all have to create impact; and hopefully, catalyze well being within our communities.
Those who pass through our experiential gallery in March will see how they too have the capacity to not only be a part of Paul’s legacy, but to also create their own. When participants see themselves and their triumphs through what Paul has done throughout his life thus far we will ask them to create their own legacy by bringing an artifact or memento from their own lives that represents their legacy to the September event. When they contribute to the launch in September, we will classify each artifact and legacy into one of Paul’s four pillars.
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Transferability The really practical aspect of our experience design is the fact that it can be deployed in numerous settings. Although our target market is focussed mainly around the MRU community, the pop up gallery would fit into other scenarios around Calgary, and Alberta. For example, the Calgary Stampede addresses all of the social causes that Paul is focussing on this spring. Concussion awareness and prevention, sex trafficking at local entertainment events, Trans Canada Trail ambassadors, and naturally the launch at Riddell library in the fall all come together at the Stampede in varying ways; and here, we can reach an even larger audience and hopefully continue to inspire others in our community to, like Paul, create their own legacy.
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Icon Alignment MASTERBRAND
TRANSCANADA TEAM 1
Focussed mainly on the Paul Brandt brand and how Paul unifies all of these social causes through his four pillars: entrepreneurship, mentoring, music, and humanitarianism.
The shoe-prints symbolize family coming together to appreciate the environment we have been blessed with in Canada.
CONCUSSION TEAM 1
TRANSCANADA TEAM 2
Focussed on “taking the bull by the horns” with concussion prevention and awareness with urgency and intention.
The tree symbolizes their message of embracing the elements and getting lost in our backyard.
CONCUSSION TEAM 2
SEX TRAFFICKING
Focussed on empowering a younger generation about concussion awareness and prevention. The star icon plays on the common symptom of “seeing stars”.
Paul also wants to focus on sex trafficking at local entertainment events. This icon is to be determined.
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Waveline March 1 - October 1 2017 Monthly Breakdown MARCH
Breakdown
Social Media would be posted every second day leading up to the pop-up. There would be a peak on the days of the pop-up.
APRIL MAY JUNE JULY
Social Media would be posted two to three times a week throughout April and the entire summer.
AUGUST
Social Media would be posted two times a week for the first two weeks and then there would be an incline in the third and forth week leading up to September.
On the x-axis of our experience wave line are the months March 2017-October 2017. We used excitement as the emotion for the y-axis. Beginning in March we want to post every second day to generate excitement about the pop up shop. There will be posts more often leading right up to the experience as well as a post everyday during. Throughout the Spring and Summer months we will post once a week to gear up for the launch in September. Come the end of August there will be content released a lot more often to increase excitement and make sure the legacy launch is highly anticipated. In October the excitement will subside a bit, but still remain and fluctuate in the future.
Social Media would be posted everyday
SEPTEMBER before the launch to maintain the OCTOBER excitement. By October we expect a bit of a decline, but still be posting every second day.
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Waveline Diagram
Media Campaign Social Media
Before the Experience
Facebook Facebook is an excellent platform to reach our target markets. We have created a Paul Brandt Master Brand page to post with leading up to the launch of the Legacy Collection and during the pop up experience this Spring. The first post will need to explain in detail the point of our experience, giving a clear and concise, where, when, and why? Facebook also gives us the option to create an event for the experience coming up where guests can RSVP, ask questions and see what’s going on in one convenient spot.
#whatsyourlegacy
#creatingalegacy
Content released on the Facebook page will aim to evoke inspiration in potential guests. We want viewers to think in depth about what their own personal legacy is. We will build curiosity by discussing Paul Brandt’s legacy as an MRU alumni, musician and humanitarian. By addressing Paul Brandt’s “Humble Beginnings” as an MRU studentwe hope those who see the posts consider that they too can build an impactful legacy. Aside from heart capturing anecdotes, each post will remind viewers of what’s to come in March, and a link to the Facebook Event page.
#legacyforall
19
Instagram We have created an Instagram page to post on leading up to the launch of the Legacy Collection. Since Instagram is mostly about photo sharing, we will focus more on eye catching images accompanied by short bullets of impactful text. It’s important to address each pillar of Paul Brandt’s legacy so potential guests understand his impact. We will also use all three of our created hashtags in order to start building the community. The Instagram account as well as each post will have a link to the Facebook Event page.
LinkedIn LinkedIn’s sharing platform works really well in relation to our Target Market. The community is easily reachable through LinkedIn’s means of homepage posts while specific groups and organizations that can be reached. In order to ensure consistency we will roll out similar content that is being posted on Facebook, but likely a bit shorter as we want viewers to get interested quickly.
20
During the Experience
We want community to engage with the experience and be inspired by it. At the event, we will request guests post about their own personal legacies using the hashtags on any platform. It will require them to think deeply about what leaving a legacy really means for them. They can share what they’ve already done or what they one day hope to do.
Facebook While the event is going on, we will preview what is happening on Facebook to generate further excitement. This will include a photo of the exhibition, photos/interviews/videos of participants, and just a peek at potential swag and prizes.
LinkedIn A quick and simple reminder that the event is underway with a reminder of where to go to partake. We will include photos of the pop up in action.
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Instagram During the pop up experiences, guests will have the chance to visit the Buckspring themed photobooth. Participants can then share photos on Instagram using our hashtags #creatingalegacy, #whatsyourlegacy and #legacyforall. We will share these photos on our own page as well as photos we take of participants enjoying the exhibition. If any local advocates or leaders from the community are able to attend it is really important we share this with our Instagram community. A picture accompanied by their powerful quote, or a video with something they want to say, would be a very effective way to share our event with the public.
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After the Experience
After the pop up has wrapped, we will ask people to share their experiences from the event. We want to know if they’ve learned anything, and any steps they’ll take as part of the humanitarian effort. Also, attendees can share what they want to make of their future legacy. We want to create a community experience which starts from the first pop up gallery and continues on during other events such as the Calgary Stampede and opening of the Riddell Library. The constant sharing of stories and experiences will help to form a legacy for all.
The instagram content will include photos taken at the pop up during the photobooth, as well as other photos guests shared using the hashtags. The objective of this platform is to promote the success of the pop up gallery, as well as engage those who may not have had the chance to visit.
LinkedIn For the LinkedIn content we will be encouraging alumni in the Mount Royal group to share with each other what they feel their legacy is, or a piece of their legacy they have created. This will be done by simply posting into the group asking for all who attended the pop up experience to share anything that they feel is a piece of their legacy, or what they would like to achieve which would become a piece of their legacy.
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Our Experience - What Could Have Gone Better? Before
During
After
Before our event we could have created more hype and got people interested before our pop up events.
Have something big and exciting to catch their eye... the Juno’s and cut out didn’t bring attention like we thought it would.
Having promotional posters and information up right after the pop ups showcasing the window display and the Launch in September.
Let people know about the event (posters, MRU help, sending out invites prior to the pop up, allowed people to know what was going to happen over the three days.
People didn’t seem interested in the activities even though we talked with them. When we asked to participate in the photo people didn’t seem interested.
Having a bigger social media presence so that people could follow up and see what else we were working on.
Gave some kind of preview to the preview of the pop up. Allowed people to see and understand what we were going to do and why we were having this mini pop up event. The library display didn’t tell a lot about the event that was going to happen. Make sure there is consistent branding throughout the event. Have posters up around the tables and around the school.
Bringing people over to the table was the hardest part because not many people were interested in coming to hear about the event. Having the teams work with each other so that we can send them over to the next would have been better. Being able to show people more of the collection either having some photos or slides playing with more of the collection. Adding some promotional stuff around the area to show the other days and have posters up to brand the area. 25
Showing the window display with very little description made it very difficult for people to understand what it was for and why it was up to be viewed.
Social Media Content - April Date
Time
Platform
Message
4/1/2017
10:00:00
The Pop Up Shops have wrapped up. Tell us something you learned! #creatinglegacy #whatsyourlegacy
Link
4/1/2017
10:00:00
Congratulations to our winner of the swagbag, Karan! Enjoy! #creatinglegacy #whatsyourlegacy
10:00:00
The Pop Up Shops have wrapped up. Tell us something you learned! #creatinglegacy #whatsyourlegacy
Image?
Date
Saturday
Platform
Message
Link
8:30:00
Happy Easter to you and your family.
Image?
4/17/2017
8:30:00
Happy Easter to you and your family.
4/19/2017
19:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
4/19/2017
19:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
4/19/2017
19:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
4/21/2017
12:00:00
The new #MountRoyalUniversity library is coming along well. Come see The Legacy Collection when it's finished. #creatinglegacy
4/21/2017
12:00:00
The new #MountRoyalUniversity library is coming along well. Come see The Legacy Collection when it's finished. #creatinglegacy
4/23/2017
10:30:00
Thank the one's who're helping you build your "dash". #whatsyourlegacy #creatinglegacy
Tuesday
Sunday 4/2/2017
Time 4/17/2017
Monday
Wednesday
4/2/2017 4/2/2017 4/2/2017
Monday
Thursday
4/3/2017
Tuesday Paul Brandt, story teller in residence at Mount Royal describes leaving a legacy by asking:
4/4/2017
8:00:00
Friday
When you pass away, your had stone will read The Year you Were Born - The Year you Pass. Your LEGACY is what you leave behind in that dash. That dash is what's most important. What will you do with your dash?
Saturday
Paul Brandt, story teller in residence at Mount Royal describes leaving a legacy by asking:
4/4/2017
When you pass away, your had stone will read The Year you Were Born - The Year you Pass. Your LEGACY is what you leave behind in that dash. That dash is what's most important. What will you do with your dash?
8:00:00
4/6/2017
9:00:00
"I’m Alberta Bound, this piece of heaven that I’ve found. Rocky Mountains and black fertile ground." #Spring
4/6/2017
9:00:00
"I’m Alberta Bound, this piece of heaven that I’ve found. Rocky Mountains and black fertile ground." #Spring
Sunday
Wednesday 4/5/2017
Thursday
Date
4/7/2017
Saturday Yeah, breaker one-nine, this here's the Rubber Duck, you got a copy on me Pigpen? 4/8/2017
10:00:00
10:00:00
Platform
Message
04/24/2017 8:00 AM
"You only fail if you don't try." - Paul Brandt, I'm Gonna Fly #MondayMotivation
04/24/2017 8:00 AM
"You only fail if you don't try." - Paul Brandt, I'm Gonna Fly #MondayMotivation
04/24/2017 8:00 AM
"You only fail if you don't try." - Paul Brandt, I'm Gonna Fly #MondayMotivation
Tuesday
Did you take home a rubber ducky from the pop up? Yeah, breaker one-nine, this here's the Rubber Duck, you got a copy on me Pigpen?
4/8/2017
Time
Monday
Friday
Wednesday
Did you take home a rubber ducky from the pop up?
Sunday
04/25/2017 6:00 PM
Amazing things come from #HumbleBeginnings. Keep working. #creatinglegacy
04/25/2017 6:00 PM
Amazing things come from #HumbleBeginnings. Keep working. #creatinglegacy
Thursday 04/27/2017 12:00 PM
Date
Time
Platform
Message
Link
4/10/2017
12:00:00
Use this Monday to ponder what your #Legacy will be. #whatsyourlegacy
4/10/2017
12:00:00
Use this Monday to ponder what your #Legacy will be. #whatsyourlegacy
4/11/2017
9:00:00
Already looking forward to summer and #Stampede!
4/11/2017
9:00:00
Already looking forward to summer and #Stampede!
4/12/2017
18:00:00
So cool having real life Juno's at Mount Royal last month! Thanks for lending them to us Paul. #TheLegacyLaunch
4/12/2017
18:00:00
So cool having real life Juno's at Mount Royal last month! Thanks for lending them to us Paul. #TheLegacyLaunch
Image?
Monday
Paul made a friend last month at #MRU....
04/27/2017 12:00 PM
Paul made a friend last month at #MRU....
04/27/2017 12:00 PM
Paul made a friend last month at #MRU....
Friday
Tuesday
04/28/2017 1:00 PM
"Everything I need under that big blue sky." #AlbertaBound. Happy Friday, have a safe and happy weekend.
04/28/2017 1:00 PM
"Everything I need under that big blue sky." #AlbertaBound. Happy Friday, have a safe and happy weekend.
4/11/2017 4/11/2017 4/11/2017
Saturday
Wednesday
4/12/2017 4/12/2017
Play safe this weekend! Hey if you hit your head and hear a ringing.. don't ignore it. #ConcussionDiscussion
Play safe this weekend! Hey if you hit your head and hear a ringing.. don't ignore it. #ConcussionDiscussion
And just like that, April's come and gone! Almost summer time.
04/30/2017 5:00 PM
4/12/2017
Thursday 4/13/2017
9:00:00
Did you know at least 25% of concussions go untreated by medical professionals? #ConcussionDiscussion #TheBlackHatDoesGood
https://smithbilthats.com/black-hat-good-things/
4/13/2017
9:00:00
Did you know at least 25% of concussions go untreated by medical professionals? #ConcussionDiscussion #TheBlackHatDoesGood
https://smithbilthats.com/black-hat-good-things/
4/14/2017
15:30:00
Happy Friday! Get out on the #TransCanadaTrail this weekend. #RockyMountains #GetOutside
4/14/2017
15:30:00
Happy Friday! Get out on the #TransCanadaTrail this weekend. #RockyMountains #GetOutside
4/14/2017
15:30:00
Happy Friday! Get out on the #TransCanadaTrail this weekend. #RockyMountains #GetOutside
#EasterSunday. Hope everyone's having a safe and happy long weekend & making some memories. Perhaps building a #legacy?
4/13/2017 4/13/2017 4/13/2017
Friday
4/14/2017 4/14/2017
Saturday 4/15/2017
Sunday 4/16/2017
04/29/2017 8:30 AM 04/29/2017 8:30 AM
Sunday
*Photos of Juno awards.
26
Link
Image?
Social Media Content - May Content Calendar - May 1 Date
Time
Platform
Message
Link
Image?
5/3/2017
9:00:00
For every part of a journey there is a first step. "Came from small towns & big dreams" - Paul Brandt
5/3/2017
9:00:00
Congrats to those taking their first steps in their MRU Legacy.
5/3/2017
9:00:00
For every part of a journey there is a first step. "Came from small towns & big dreams" - Paul Brandt
5/5/2017
12:00:00
Paul's call sign was rubber duck in his hit song Convoy.
https://www.youtube.com/watch?v=UAAwTlCp3OE
5/5/2017
12:00:00
Paul's call sign was rubber duck in his hit song Convoy.
https://www.youtube.com/watch?v=UAAwTlCp3OE
5/8/2017
10:00:00
"The Buckspring Foundation exists to raise money and awareness to helphttp://buckspringfoundation.org/ people in practical ways, locally, and globally."
5/8/2017
10:00:00
"The Buckspring Foundation exists to raise money and awareness to helphttp://buckspringfoundation.org/ people in practical ways, locally, and globally."
5/8/2017
10:00:00
"The Buckspring Foundation exists to raise money and awareness to helphttp://buckspringfoundation.org/ people in practical ways, locally, and globally."
9:00:00
Check out the Riddell Library and Learning Centre opening in September http://www.mtroyal.ca/Library/LibraryLearningCentre/BuildingDetailsandProgress/ housing the Paul Brand Legacy Collection. #creatinglegacy
5/12/2017
17:00:00
"Headed toward the setting sun like desperados on the run."
https://www.youtube.com/watch?v=5xrPJFc_PZ8
5/12/2017
17:00:00
"Headed toward the setting sun like desperados on the run."
https://www.youtube.com/watch?v=5xrPJFc_PZ8
5/14/2017
8:00:00
It was Paul's mother who encouraged him by providing classical guitar lessons. Thanks to all our mother's for inspiring our Legacy's. #MothersDay2017
5/14/2017
8:00:00
It was Paul's mother who encouraged him by providing classical guitar lessons. Thanks to all our mother's for inspiring our Legacy's. #MothersDay2017
5/14/2017
8:00:00
It was Paul's mother who encouraged him by providing classical guitar lessons. Thanks to all our mother's for inspiring our Legacy's. #MothersDay2017
5/19/2017
8:00:00
Is the Trans Canada Trail calling out to you this May long? #TransCanadaTrail
5/19/2017
8:00:00
Is the Trans Canada Trail calling out to you this May long? #TransCanadaTrail
5/19/2017
8:00:00
Is the Trans Canada Trail calling out to you this May long? #TransCanadaTrail
5/23/2017
11:00:00
Are you Alberta bound after #creatinglegacy this May long?
https://www.youtube.com/watch?v=Hx4EkjJw5xk
5/23/2017
11:00:00
Are you Alberta bound after #creatinglegacy this May long?
https://www.youtube.com/watch?v=Hx4EkjJw5xk
5/23/2017
11:00:00
Are you Alberta bound after #creatinglegacy this May long?
https://www.youtube.com/watch?v=Hx4EkjJw5xk
5/26/2017
12:00:00
Paul Brandt Has won 7 Juno Awards, did you see the two that were at the Creating Legacy pop-up?
5/26/2017
12:00:00
Paul Brandt Has won 7 Juno Awards, did you see the two that were at the Creating Legacy pop-up?
5/26/2017
12:00:00
Paul Brandt Has won 7 Juno Awards, did you see the two that were at the Creating Legacy pop-up?
5/30/2017
10:00:00
Check out the Riddell Library and Learning Centre opening in September http://www.mtroyal.ca/Library/LibraryLearningCentre/BuildingDetailsandProgress/ housing the Paul Brand Legacy Collection. #creatinglegacy
5/30/2017
10:00:00
Check out the Riddell Library and Learning Centre opening in September housing the Paul Brand Legacy Collection. #creatinglegacy http://www.mtroyal.ca/Library/LibraryLearningCentre/BuildingDetailsandProgress/
Wednesday
Friday
Monday
Wednesday 5/10/2017
Friday
Sunday
Friday
Tuesday
Friday
Tuesday
27
Social Media Content - June
Content Calendar - June 1
Date
Time
Platform
Message
Link
Image?
9:00:00
Ever gone on a rubber duck ride? #Summer #whatsyourlegacy
https://www.youtube.com/watch?v=bDs_tZw5ysc
11:00:00
Ever gone on a rubber duck ride? #Summer #whatsyourlegacy
https://www.youtube.com/watch?v=bDs_tZw5ysc
9:00:00
Will Paul see some familiar faces at the Stampede? Only one more month! #whatsyourlegacy
11:00:00
Will Paul see some familiar faces at the Stampede? Only one more month! #whatsyourlegacy
15:00:00
Will Paul see some familiar faces at the Stampede? Only one more month! #whatsyourlegacy
10:00:00
"The Buckspring Foundation exists to raise money and awareness to help people http://buckspringfoundation.org/ in practical ways, locally, and globally."
10:00:00
"The Buckspring Foundation exists to raise money and awareness to help people http://buckspringfoundation.org/ in practical ways, locally, and globally."
10:00:00
"The Buckspring Foundation exists to raise money and awareness to help people http://buckspringfoundation.org/ in practical ways, locally, and globally."
6/16/2017
5:00:00
You made it through #Springsemester "Let's Live It Up!"
6/16/2017
5:00:00
You made it through #Springsemester "Let's Live It Up!"
6/16/2017
5:00:00
You made it through #Springsemester "Let's Live It Up!"
10:00:00
"After having kids, you’re experiencing life with different colours on the palette" - Paul Brandt Thanks to our fathers for brightening up the room. #FathersDay2017
10:00:00
"After having kids, you’re experiencing life with different colours on the palette" - Paul Brandt Thanks to our fathers for brightening up the room. #FathersDay2017
10:00:00
"After having kids, you’re experiencing life with different colours on the palette" - Paul Brandt Thanks to our fathers for brightening up the room. #FathersDay2017
6/26/2017
11:00:00
For every part of a journey there is a first step. "Came from small towns & big dreams" - Paul Brandt
6/26/2017
11:00:00
Congrats to those taking their first steps in their MRU Legacy.
6/26/2017
11:00:00
For every part of a journey there is a first step. "Came from small towns & big dreams" - Paul Brandt
8:00:00
12:00:00
IMAGE
Wednesday 6/1/2017
Tuesday 6/7/2017
Monday 6/13/2017
Friday
Sunday 6/18/2017
Monday https://www.youtube.com/watch?v=yJQu0GEtwQM
https://www.youtube.com/watch?v=yJQu0GEtwQM
Wednesday 6/30/2017
"This piece of heaven that I've found Rocky Mountains and black fertile ground everything I need beneath that big blue sky." - Paul Brandt #whatsyourlegacy It is the perfect weekend for an adventure. #creatinglegacy #TransCanadaTrail
28
Paste a web link to your
Social Media Content - July Date
Time
Platform
Message
Link
7/1/2017
12:00:00
Happy Canada Day to you and your families! May all your celebrations be memorable! #creatinglegacy #CanadaDay2017
7/1/2017
9:00:00
Happy Canada Day to you and your families! May all your celebrations be memorable! #creatinglegacy #CanadaDay2017
7/1/2017
9:00:00
Happy Canada Day to you and your families! May all your celebrations be memorable! #creatinglegacy #CanadaDay2017
Saturday
Tuesday/Wednesday 7/5/2017
15:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
7/4/2017
12:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
7/5/2017
15:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
Friday 7/7/2017
13:00:00
7/7/2017
8:00:00
7/7/2017
12:00:00
To commemorate the beginning of stampede we are proud to announce a partnership between Paul Brandt and The Calgary Stampede in the fight against human trafficking #notinmycity #standtogether #creatinglegacy To commemorate the beginning of stampede we are proud to announce a partnership between Paul Brandt and @calgarystampede in the fight against human trafficking #notinmycity #standtogether #creatinglegacy To commemorate the beginning of stampede we are proud to announce a partnership between Paul Brandt and @calgarystampede in the fight against human trafficking #notinmycity #standtogether #creatinglegacy
Sunday 7/9/2017
12:00:00
The rodeo is an incredible form of entertainment for all ages due to the high risk of injury for the men and women particpating in it.
7/9/2017
9:00:00
The rodeo is an incredible form of entertainment for all ages due to the high risk of injury for the men and women particpating in it.
http://buckspringfoundation.org/
Click the link to learn more! #concussiondiscussion Click the link to learn more! #concussiondiscussion
Thursday 7/13/2017
13:00:00
Exciting news today as our brand new teaser trailer for the legacy launch is up! Check out our latest post to take a look! #creatinglegacy #whatsyourlegacy
7/13/2017
13:00:00
Exciting news today as our brand new teaser trailer for the legacy launch is up! Check out our latest post to take a look! #creatinglegacy #whatsyourlegacy
7/13/2017
12:00:00
Exciting news today as our brand new teaser trailer for the legacy launch is up! Check out our latest post to take a look! #creatinglegacy #whatsyourlegacy
7/14/2017
13:00:00
Did you know big events like sports games and the #Stampede are common grounds for trafficking? #NotMyCity
7/14/2017
12:00:00
Did you know big events like sports games and the #Stampede are common grounds for trafficking? #NotMyCity
7/15/2017
12:00:00
Get educated and learn how to #SpotAJohn. Join us in the fight against #trafficking. #NotMyCity #whatsyourlegacy
7/15/2017
10:00:00
Get educated and learn how to #SpotAJohn. Join us in the fight against #trafficking. #NotMyCity #whatsyourlegacy
7/26/2017
16:00:00
More info on the Legacy Launch is coming soon, including date and time. Stay tuned! #creatinglegacy #whatsyourlegacy #legacylaunch
7/26/2017
17:00:00
More info on the Legacy Launch is coming soon, including date and time. Stay tuned! #creatinglegacy #whatsyourlegacy #legacylaunch
7/26/2017
17:00:00
We invite fellow MRU Alumni to join us in September for the grand opening of the RIddell Library with an all new collection inspired by fellow alumni Paul
Friday
Saturday
Wednesday
Brandt. Stay tuned for more info.
29
http://buckspringfoundation.org/
Image?
Social Media Content - August DATE
TIME
PLATFORM
MESSAGE
08/01/2017
9:00:00
Nearing the end of summer vacation! Hopefully everyone has made some memories, but if not, you still have a month left! #creatinglegacy #whatsyourlegacy
LINK?
8/1/2017
9:00:00
Nearing the end of summer vacation! Hopefully everyone has made some memories, but if not, you still have a month left! #creatinglegacy #whatsyourlegacy
8/1/2017
12:00:00
Nearing the end of summer vacation! Hopefully everyone has made some memories, but if not, you still have a month left! #creatinglegacy #whatsyourlegacy
8/9/2017
15:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
8/12/2017
9:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
8/9/2017
15:00:00
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, and globally."
http://buckspringfoundation.org/
8/16/2017
15:00:00
Tickets to the September Legacy Launch are officially available! Check out www.eventbrite.ca/legacylaunch to get yours today! #creatinglegacy
8/16/2017
17:00:00
Tickets to the September Legacy Launch are officially available! Check out www.eventbrite.ca/legacylaunch to get yours today! #creatinglegacy
8/16/2017
17:00:00
Tickets to the September Legacy Launch are officially available! Check out www.eventbrite.ca/legacylaunch to get yours today! #creatinglegacy
8/16/2017
17:00
Tickets are now available for the upcoming Legacy Launch in September at the new Riddell Library. Visit www.eventbrite.ca/legacylaunch to RSVP today.
8/20/2017
12:00:00
So many different items will be available for everyone to view at the upcoming Legacy Launch in September, which one do you want to see most?! #creatinglegacy #whatsyourlegacy #PaulBrandt
8/23/2017
12:00:00
So many different items will be available for everyone to view at the upcoming Legacy Launch in September, which one do you want to see most?! #creatinglegacy #whatsyourlegacy #PaulBrandt
8/29/2017
15:00:00
By reffering a friend to RSVP for the upcoming Legacy Launch, you and your friend will both receive a limited edition rubber duck to commerate the grand opening! #creatinglegacy #whatsyourlegacy
8/29/2017
17:00:00
By reffering a friend to RSVP for the upcoming Legacy Launch, you and your friend will both receive a limited edition rubber duck to commerate the grand opening! #creatinglegacy #whatsyourlegacy
8/29/2017
17:00:00
By reffering a friend to RSVP for the upcoming Legacy Launch, you and your friend will both receive a limited edition rubber duck to commerate the grand opening! #creatinglegacy #whatsyourlegacy
8/29/2017
10:00:00
By reffering a friend to RSVP for the upcoming Legacy Launch, you and your friend will both receive a limited edition rubber duck to commerate the grand opening.
30
IMAGE
Social Media Content - September September 2017 Date
Time
Platform
Message
Link
Image
Friday 09/01
10:00 AM Instagram
Happy September! Who's heading back to school this month? #creatinglegacy #whatsyourlegacy
09/01
10:00 AM Facebook
"I work hard to make an honest livin', do my best in everything I do." Wise words by the one and only MRU alumni, Paul Brandt. Paul is often involved in things that happen at MRU, keep your eyes peeled for him around the school!
09/01
12:00 PM Twitter
Happy September! #creatinglegacy #whatsyourlegacy
09/01
Saturday 09/02/2017
Sunday 09/03/2017
Monday 09/04/2017
10:00 AM Instagram
Happy Labour Day! Who has the day off today?
10:00 AM Facebook
Happy Labour Day! Are you going exploring on your day off? We are so lucky here in Calgary to have so https://thegreattrail.ca/ much amazing nature right in our backyard! #thegreattrail
10:00 AM Twitter
Happy Labour Day everybody! We hope everyone has a fun and safe day off.
Tuesday 09/05/2017
10:00 AM Instagram
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
10:00 AM Twitter
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
10:00 PM Facebook
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/07/2017
10:00 AM Instagram
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whats
09/07/2017
10:00 AM Twitter
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlegacy
09/07/2017
10:00 AM Facebook
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whats
09/08/2017
12:00 PM Twitter
"Yeah, breaker one-nine, this here's the Rubber Duck, you got a copy on me Pigpen?"
09/09/2017
10:00 AM Instagram
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/09/2017
10:00 AM Twitter
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/09/2017
10:00 PM Facebook
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
Wednesday 09/06
Thursday
Friday Saturday
Sunday 09/10/2017 Monday 10:00 AM Instagram
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whats
09/11/2017
09/11
10:00 AM Twitter
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlegacy
09/11/2017
10:00 AM Facebook
The tentative launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whats
Tuesday 09/12/2017
Wednesday 09/13/2017
9:00 AM Twitter
Will we see you at the launch of Paul Brandt's legacy collection? #whatsyourlegacy #creatinglegacy
Thursday 09/14/2017
10:00 AM Instagram
Throwback Thursday! Can't believe it's been almost 6 months since our pop-up experience at MRU! Did you get a picture with Paul?
09/14/2017
4:00 PM Instagram
09/14/2017
4:00 PM Twitter
September 29 is the launch date at the new Riddell Library! Don't miss it! #creatinglegacy
09/14/2017
4:00 PM Facebook
Just a little over 2 weeks until Paul Brandt's legacy launch at MRU's new Riddell library! We hope to see you there #creatinglegacy #whatsyourlegacy
09/15/2017
10:00 AM Instagram
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/15/2017
10:00 AM Twitter
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/15/2017
10:00 PM Facebook
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/17/2017
10:00 AM Instagram
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlega
09/17/2017
10:00 AM Twitter
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlegacy
09/17/2017
10:00 AM Facebook
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlega
12:00 PM Instagram
How do you want to be remembered? #whatsyourlegacy #creatinglegacy
Just a little over 2 weeks until Paul Brandt's legacy launch at MRU's new Riddell library! We hope to see you there #creatinglegacy #whatsyourlegacy
Friday
Saturday 09/16
Sunday
Monday 09/18/2017
Tuesday 09/19/2017
31
09/19/2017
12:00 PM Twitter
How do you want to be remembered? #whatsyourlegacy #creatinglegacy
09/19/2017
12:00 PM Facebook
How do you want to be remembered? #whatsyourlegacy #creatinglegacy
09/20/2017
9:00 AM Instagram
These Junos, plus much, much more to see at Paul Brandt's legacy launch! Come check it all out in person September 29 at the new Riddell Library #creatinglegacy #whatsyourlegacy
09/20/2017
9:00 AM Twitter
September 29. Paul Brandt Legacy Launch. Be there.
09/20/2017
9:00 AM Facebook
These Junos, plus much, much more to see at Paul Brandt's legacy launch! Come check it all out in person September 29 at the new Riddell Library #creatinglegacy #whatsyourlegacy
09/21
Wednesday
Thursday 10:00 AM Instagram
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up e
09/21/2017
10:00 AM Twitter
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlegacy
09/21/2017
10:00 AM Facebook
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up e
09/22/2017
12:00 PM Instagram
Just one week until the official launch of Paul Brandt's legacy collection at the MRU Riddell library! See you there!
09/22/2017
12:00 PM Twitter
Just one week until the official launch of Paul Brandt's legacy collection at the MRU Riddell library! See you there!
09/22/2017
12:00 PM Facebook
Just one week until the official launch of Paul Brandt's legacy collection at the MRU Riddell library! See you there!
Friday
Saturday 09/23/2017
9:00 AM Twitter
Will we see you at the launch of Paul Brandt's legacy collection? #whatsyourlegacy #creatinglegacy
09/24/2017
4:00 PM Twitter
5 days away. #whatsyourlegacy #creatinglegacy
09/24/2017
4:00 PM Facebook
09/25/2017
10:00 AM Instagram
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/25/2017
10:00 AM Twitter
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/25/2017
10:00 PM Facebook
"The Buckspring Foundation exists to raise money and awareness to help people in practical ways, locally, http://buckspringfoundation.org/ and globally."
09/26
12:00 PM Instagram
Paul came from humble beginnings and has done so much in our community, who else thinks he is a true inspiration? @imalbertabound @whatsyourlegacy #creatinglegacy
09/27/2017
10:00 AM Instagram
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up e
09/27/2017
10:00 AM Twitter
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. You have may have gotten a glimpse at our pop-up event in the spring! #creatinglegacy #whatsyourlegacy
09/27/2017
10:00 AM Facebook
The launch date of the Paul Brandt legacy collection at the Riddell Library is Friday, September 29. Definitely don't miss the opportunity to check out all of the cool stuff. You have may have gotten a glimpse at our pop-up e
09/29/2017
12:00 PM Instagram
Tomorrow is the big day! We really hope to see you at Paul Brandt's legacy launch at the MRU Riddell library #whatsyourlegacy #creatinglegacy
09/29/2017
12:00 PM Twitter
Tomorrow is the big day! We really hope to see you at Paul Brandt's legacy launch at the MRU Riddell library #whatsyourlegacy #creatinglegacy
09/29/2017
12:00 PM Facebook
Tomorrow is the big day! We really hope to see you at Paul Brandt's legacy launch at the MRU Riddell library #whatsyourlegacy #creatinglegacy
09/30/2017
9:00 AM Instagram
09/30/2017
9:00 AM Twitter
Success! Big thanks to everyone that came to the long awaited legacy launch yesterday! #whatsyourlegacy #creatinglegacy
09/30/2017
9:00 AM Facebook
Success! Thank you so much to everyone that came out to see Paul Brandt's legacy collection at the MRURiddell Library. We hope that it inspired you to go out into your community and be a catalyst for positive change an
Sunday 5 days away. #whatsyourlegacy #creatinglegacy
Monday
Tuesday Wednesday
Thursday 09/28/2017
Friday
Saturday
Success! Thank you so much to everyone that came out to see Paul Brandt's legacy collection at the MRURiddell Library. We hope that it inspired you to go out into your community and be a catalyst for positive change an
32
Website Design
Website Measures of Success
This website was created brand new with inspiration from Paul Brandt’s website. The sections on the website will include a Home Page, a Legacy Page, and an Events Page. The Legacy Collection Masterbrand will have posters with the date and times of upcoming events surrounding the Launch of the Legacy Collection around the Mount Royal University campus.
300 unique visits to the website from April 18, 2017 to September 27, 2017
There will also be a link available for people to donate to the Buckspring Foundation.
33
Creative Alignment In order to align our team’s media campaign with the other teams, we plan to simply incorporate the hashtags used by the other teams into our campaign and vice versa. As one of our goals is to unify the messages of all the campaigns, we hope to create a social media community where anyone can contribute and communicate on the issues at hand.
Operational Considerations Timeline Milestones
Less
Achievement Exact Dates
Initial Meeting Feb 7
Phase
Importance
Research
Campaign Feedback Feb 14
Planning
More
Research
Content Creation
Plans Book Feb 19
Deliverables
Campaign Cattle Plan Brand Order
Advertising
Pop Up Prep
Events
Select Artifacts
Wrap Up
Start Social Media Buzz
FEBRUARY
Confirm Artifacts
Library Installation Mar 6
Revisit Campaign Plan
Client Meeting Mar 14
Pop Up Mar 15, 16, 17 Photo Set Up, Branding Prep
Pop Up Reflection
Social Prep Social Media Media Campagin Social Media Full Launch
MARCH
Set up Hootsuite Signed Swag Bag Draw
Library Window Display Apr 3-7
Social Media Plan Complete
Full Project Deliverable April 18 Launch Website
Social Media posts (Articles, Posters, Videos)
APRIL Set Up Eventbrite Social Media posts (Articles, Posters, Videos)
MAY / JUNE / JULY / AUGUST Event: Sept 2017
Event Promos Out
Hardcore Social Media
Excitement: Video Launch
SEPTEMBER
Event Reflection
Teaser Event Promos Out
Projected Budget BUDGETED ITEM
COST
LOCATION
COMMENTS
FUJIFILM INSTAX CAMERA (IN STORE) FUJIFILM INSTAX CAMERA FILM (2 X 10 PACK) IN STORE (multiple) [this or the one below, not both] FUJIFILM INSTAX CAMERA FILM (10 X 10 PACK X 2) ONLINE [this or the one above, not both] MINI CATTLE IRONS
$79.96 (plus tax) (SAVE $20) $21.91 (plus tax)
STAPLES
http://www.staples.ca/instax/directory_instax_20051_1_20001
STAPLES
http://www.staples.ca/instax/directory_instax_20051_1_20001
$99.99 (plus tax) X 2
BEST BUY
http://www.bestbuy.ca/en-CA/ product/fujifilm-instax-fujiinstax-multi-pack-mini-film10-pack-600015771/10406355.aspx ?path=186049549a5be88178b3dd5 35ceb3b27en02
$1,250.00 (plus tax)
KIRK DUNKLEY
Cannot get in time, might look at a stamp if that would work
LEATHER PIECES
$0.00
PATTI DERBYSHIRE
FOAM BOARD
$14.66 (plus tax) for 3 pack
STAPLES
http://www.staples.ca/en/ Staples-Foam-Board-20-x-30Black-3-Pack/product_916648_2CA_1_20001?akamai-feo=off
HUDSON’S BAY BLANKET
$95.00 (plus tax)
THE BAY
http://www.thebay.com/webapp/ wcs/stores/servlet/en/thebay/ brands/bedding-/wide-multistripefringe-blanket-0016-789967--24
CANVAS BAG
N/A ONLINE
MICHAELS
http://canada.michaels.com/on/ demandware.store/Sites-MichaelsCanada-Site/en_CA/ProductShow?pid=10278619
PAUL BRANDT AUTOGRAPHED CD/VINYL
$0.00
PAUL BRANDT
PROJECTED TOTAL 38
$1,744.57
Actual Budget LOCATION
ITEMS
PRICE
COST (GST INCL.)
STAPLES
2 PACKAGES WHITE LETTERS
$9.92 /EACH
$20.83
MICHAELS
VASE CANVAS BAG INSTAX CAMERA INSTAX CAMERA PAPER
$23.99 $11.99 $89.99 $99.99 /EACH
$132.27
$1.00 /EACH $1.00 /EACH $95.00
$40.97
THE BAY
33 PACKS MINI DUCKS 6 FOAM CORE BOARDS SIGNATURE BLANKET
SIGN CONCEPTS LTD
BANNER STAND
$175.00
$183.75
SIGMASIX CONSULTING
KIRK DUNKLEY CONSULTING
$200.00
$210.00
BRAND NEW INDUSTRIES
CATTLE IRONS X3
$191.95 /TWO $399.90 /ONE
$833.40 USD $1111.78
ACTUAL TOTAL
$2009.32
BEST BUY DOLLAR TREE
39
$209.97
$99.75
References Abacus Data. (2012). R U Ready 4 Us? An Introduction to Canadian Millenials. Retrived February 15th, 2017 from https://issuu.com/david.abacus/docs/r_u_ready_for_us_-_ an_introduction_to_canadian_mil
Calgary Arts Development. (2015). Inspiring youth. Retrieved from http://artsaction.ca/youth/
Alberta Government. (2016). Fiscal plan: Capital plan. Retrieved from https://www.alberta.ca/budget-highlights. aspx
Calgary’s Best Neighbourhoods 2015: The List and Map. (2015, July 30). Retrieved from: http://www. avenuecalgary.com/Best-Neighbourhoods/Calgarys-BestNeighbourhoods-2015/Calgarys-Best-Neighbourhoods2015-The-List-and-Map/
Bolton, R. M., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y. K., Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management, 24(3), 245-267. http://library. mtroyal.ca:2060/docview/1365801655/fulltextPDF/B844B7 923632456APQ/1?accountid=1343
Calgary Public Library [CPL]. (2017) Art at the library. Retrieved from https://calgarylibrary.ca/art-at-the-library/
Bickis, I. (2016, July 4). City looks to Calgary Stampede for boost in tough economic times. Canadian Press. Retrieved from http://globalnews.ca/news/2801581/citylooks-to-calgary-stampede-for-boost-in-tough-economictimes/
Calgary Stampede. (2017). Home. Retrieved from http:// www.calgarystampede.com/stampede
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Calgary Stampede. (2012). Tickets [Photograph]. Retrevied from: https://www.pinterest.com/ pin/196821446185357463/
Glenbow Museum. (2017). Visiting. Retrieved from http:// www.glenbow.org/visiting/
Coding schemes. (2017, Feburary 5). Retrieved from Retrieved from Mount Royal University MKTG4408 Google drive: https://docs.google.com/spreadsheets/d/ 13PuLSF3lGxD35iY9JQUPWLOveNJbpIX6UhkzsCXK1qs/ edit#gid=1518604690
Heikkilä, K., & Ingnäs, G. (2015). Motivating Millennials: A study on generation Y motivation. DiVAPortal, Retrieved from: diva-portal.org/smash/record.jsf?pid=diva2:786423
Country Music Association [CMA]. (2015). Today’s Country Music Market. Retrieved from: cmaworld.com/ wp-content/uploads/2015/08/CMA-Country-MusicMarket-82015o.pdf
LePrieur, T. (2016). Sunday showcase: Carburn park, september. Retrieved from: http://www.birdscalgary.com/ tag/white-tailed-deer/
Derbyshire, P. (2017, Janurary 22). Client brief. Calgary, Canada: Mount Royal University.
Lonely Planet. (2014). About us. Retrieved from http:// www.glenbow.org/about/
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Mingo, R. (2013, October 29). Paul Brandt still tied to Alberta. The Calgary Herald. Retrieved from http://www. calgaryherald.com/entertainment/paul+brandt+still+tied +alberta/8168540/story.html
Robertson, S., K. (2015, September 24). Experiences, not ads, will bring in the millennials for businesses. http:// www.theglobeandmail.com/report-on-business/industrynews/marketing/experiences-not-ads-will-bring-in-themillennials-for-businesses/article26535178/
Mount Royal University. (2016, March 21). Current news: Musician Paul Brandt named ‘storyteller-in-residence’ for his on-campus leadership. Retrieved from https://www. mtroyal.ca/AboutMountRoyal/MediaRoom/Newsroom/ paulbrandtstoryteller.htm
Telus Spark. (2017). Hours, admission and other details. Retrieved from http://www.sparkscience.ca/hoursadmission-and-other-details/
Mount Royal University. (2016). Design-mind: Update on Mount Royal Library [Photograph]. Retrieved from: http://skyscraperpage.com/forum/showthread. php?t=217463&page=187
The Buckspring Foundation. (2017). Retrieved from: http://buckspringfoundation.org/
Pelish, J. (2012). 2012 Calgary Stampede countdown [Photograph]. Retrieved from: http://vacay. ca/2012/03/2012-calgary-stampede-countdown-100days-to-go/
The City of Calgary. (2016). 2016 Census Results Book. Retrieved from City of Calgary website: http://www. calgary.ca/CA/city-clerks/Pages/Election-and-informationservices/Civic-Census/2016-Results.aspx
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The Huffington Post Alberta. (2013, September 19). Mount Royal university students receive threatening letter after parking in residential area. Retrieved from http://www.huffingtonpost.ca/2013/09/19/mount-royalthreatening-letter-parking_n_3956570.html
University of Calgary [U of C]. (2017). About us. Retrieved from http://nickle.ucalgary.ca/about-us
Viadero, Debra. (2008). Majority of Youths Found to Lack a Direction in Life. Eye on Research. 27(41), 1-12. Retrieved from http://www.edweek.org/ew/ articles/2008/06/11/41purpose_ ep.h27.html
Webeditor. (2010, January 28). Election apathy what is it good for. The Reflector. Retrieved from http://www. thereflector.ca/2010/01/28/election-apathy-%E2%80%94what-is-it-good-for/
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