B2B mARkEtING PlAN ANd mAtERIAlS

eAstlINK for BusINess - ADVANtAGe CAMPAIGN

BACKGrouND + Following the launch of the Eastlink Residential Advantage campaign in 2010, C+C was briefed with developing an Eastlink for Business campaign that kept the consistency/style of the Residential version but was also distinct enough for customers to differentiate. the goal was to create one overall consistent Eastlink brand and look.

+ Eastlink for Business also recognized the need to reposition their Internet business services in areas where they were competing with Bell Aliant FibreOp. the goal was to reinforce Eastlink for Business’ established fibre products, and to neutralize the aggressive Bell Aliant FibreOp campaign. It was important to communicate that Eastlink for Business had already been providing fibre-based products for over ten years and were an established player in the fibre industry. oBJeCtIVes + Educate consumers on the advantages of Eastlink for Business’ products .

+ leverage the awareness created by Bell Aliant regarding fibre products and use it to promote Eastlink’s established fibre products.

+ keep creative look and feel consistent with Eastlink’s Residential Advantage campaign in order to reinforce Eastlink’s branding. APProACh + the first step was to re-name Eastlink for Business’ fibre-based Internet products. the previous names, dedicated Internet and data Communications, did not clearly communicate to consumers that they represented fibre products.

+ Eastlink for Business fibre-based Internet products were renamed to Fibredirect. the name was chosen to more clearly communicate that the products are fibre based and are connected directly to businesses.

+ the creative was designed to complement the Residential Advantage campaign, but also speak in a more direct way to Business customers. Rather than focusing on personal advantages, the creative clearly identified product differentiators, but kept the same headline treatment, font usage and photography treatment.

RESULTS When C+C started working on Eastlink for Business, awareness of Eastlink as a business services provider in the maritimes was less than 50%. With C+C’s help, awareness levels increased to over 65% in just one year.

From there, C+C successfully helped establish brand awareness of EastLink’s business services in other regions across the country including Newfoundland, Northern and Southern Ontario, Alberta and the delta area of BC.

Once awareness levels were improved, Eastlink for Business started winning major contacts with businesses across the country including federal and provincial levels of government.

Newspaper ads (Maritime, Newfoundland), Magazine ad

fCM reCYClING - PosItIoNING CAMPAIGN

BACKGrouND + In 2010, montreal based electronic recycling company; FCm Recycling Inc. was looking for a marketing partner to help facilitate their growth across Canada.

+ Until this point, the company relied heavily on its reputation within the Quebec market which had been established over the years by its owner “knocking on doors” and forging relationships one at a time.

+ the fast growing electronic recycling industry is broken out into two segments: residential and business. the residential segment is controlled by provincial electronic stewardship programs and therefore company communications are B2B in nature. oBJeCtIVes

+ the overarching business goal was to facilitate company growth by increasing the weight (overall tonnage) of electronic recycling materials from corporate customers for recycling into FCm plants.

+ the challenge was to ensure FCm’s Business to Business strategy was going to communicate FCm’s differentiators, increase awareness of FCm Recycling, generate qualified leads, and generate strategies/tactics that are scalable and effective for FCm Recycling. APProACh + Phase one of the project included: researching industry trends and the competition; interviewing key company stakeholders; and conducting primary B2B research in the Southern Ontario market.

+ From this analysis, data security was identified as the most important consideration for businesses when recycling electronic materials. Furthermore, no major player had secured this position. FCm was repositioned as an industry leader in data protection/destruction.

+ From there, a marketing communication plan was developed and the strategy was executed through a new corporate website, collateral material and advertising.

RESULTS Increased overall weight of electronic recycling materials from corporate customers for recycling into FCm plants.

FCm Recycling was successfully repositioned as an industry leader in data protection and destruction.

C+C’s marketing strategy also succeeded in facilitating company growth across Canada (BC, Ontario, Nova Scotia).

Website, Magazine ad

DestINAtIoN hAlIfAX - MeetINGs & CoNVeNtIoNs CAMPAIGN

BACKGrouND + In the past few years, big changes have happened in the meetings and Conventions (m&C) market in Atlantic Canada. Newly constructed convention centres in competing cities in the region started challenging Halifax as the top meeting and convention destination in Atlantic Canada. St. John’s, Nl, emerged as a major contender thanks to their award winning provincial advertising campaign, and Fredericton opened a new convention centre in early 2011.

+ these factors, combined with the delays and uncertainty regarding the new convention centre for Halifax, meant that destination Halifax needed a new, more assertive campaign aimed at meeting planners and executives that positioned the city as the top m&C destination in the region. oBJeCtIVes + Position Halifax as the top m&C destination in Atlantic Canada.

+ drive traffic to destinationhalifax.com/conventions.

+ Create a new campaign for the m&C market that stays consistent with destination Halifax’s established brand guidelines. APProACh + the strategy for this campaign: highlight what sets Halifax apart from other m&C destinations in Atlantic Canada. together with the client, C+C determined three key elements: Halifax’s “service excellence”, experience hosting successful meetings and conventions, and accessibility.

+ New brand photography was commissioned that showcased each of these three elements.

+ the new imagery is consistent with destination Halifax’s established brand guidelines, yet distinct enough to separate it from the leisure campaign. the white tablecloth represents the ‘white gloved service’ that meeting planners and delegates receive when they are in Halifax. In addition to representing Halifax’s history and heritage, the doors also serve as an update to the frame element used in destination Halifax’s leisure campaign.

RESULTS Both the client and their partners unanimously approved the new campaign, and decided that it should be used immediately instead of waiting to launch in 2012.

As a result, print ads started running in national publications directed at meeting planners and executives in the fall of 2011.

The second phase of the campaign will begin in 2012 with online and print ads targeting the Ontario and Western Canadian markets.

Magazine ad