Meaghan Waller, winner of Canada’s Next Top Model 2009 (the new face of the seventh annual White Cashmere Collection 2010: Fashion with Compassion) with 2010 collection curator and photo stylist, Serge Kerbel.
Sneak Preview of the White Cashmere Collection 2010 photo shoot with @ETCanada, @AimeLuxury and Meaghan Waller.
Strategic Objectives co-founder Judy Lewis hosted a dynamic expert panel in her session, It’s a Brand New Day at the IABC World Conference on June 8, 2010.
Speakers included Shelley Simmons, Director Brand Communications & Values, The Body Shop, US, Mexico and Canada; Peter Morrissey, Associate Professor at Boston University and President and CEO, Morrissey & Company; Jacqueline Ryan, Royal Bank of Canada Director of Olympic Marketing.
Jacqueline and her team created the phenomenally successful RBC Olympic Program. The program far exceeded their expectations based on all measurements. Best of all, the RBC program engaged the hearts of Canadians from coast-to-coast and our entire nation. Although the 2010 Olympic Games were held in one city—Vancouver—the RBC program built brand equity across the country through its unique grassroots approach.
The RBC Olympic Program was successful for several reasons:
1. RBC was first out of the gate and stole the spotlight.
Jacqueline and her team planned activities two years in advance of the actual Olympic Games and created a brand strategy to “win before the games even began”.
2. They engaged stakeholders, employees and communities simultaneously.
They were able to achieve this through their Olympic Torch Relay program which allowed them to reach out to more than 80% of the Canadian population in more than 1,000 communities.
3. PR effectively drove and built momentum at the grassroots level.
PR and its grassroots approach proved to be effective in making RBC the most visible Olympic sponsor in overall media coverage and profile.
Overall, the RBC Olympic program enhanced their brand image, drove revenue, engaged employees and gave them an opportunity to have genuine and authentic relationships with the communities. It was definitely a moment for RBC and everyone was watching.
All speakers agreed that PR can generate powerful and direct results that can advance positive change and business success.
@SO_pr IABC World Conference Review, Part I
Judy Lewis’ session: It’s a Brand New Day at the IABC World Conference in Toronto was a huge success. More than 150 PR Pros rallied for an 8:15 a.m. early bird session and it was standing room only!
If you didn’t make it to the dynamic panel presentation, it included Shelley Simmons, Director, Brand Communications & Values of The Body Shop (US, Canada and Mexico), Jacqueline Ryan, RBC Director of Olympic Marketing and Peter Morrisey, Associate Professor of Boston University College of Communications, and President and CEO of Morrissey & Company. All shared insights about the power of PR in driving social change, building brand equity and developing brand reputation.
Shelley Simmons kicked off the session with a presentation about The Body Shop Stop Sex Trafficking of Children and Young People campaign. She shared a wonderful story about The Body Shop’s founder, Anita Roddick and the inspiration for this powerful public awareness campaign. Before Anita’s death in 2007, she was passionate about raising public awareness of sex trafficking as she considered it the modern form of slavery. To honour her memory, The Body Shop launched the Stop Sex Trafficking of Children and Young People campaign in August 2009.
To date, together with customers, The Body Shop has raised more than $1 million. Shelley explained that this campaign goes well beyond fundraising; it is about driving social change. PR plays a crucial role in supporting this change.
Here are some highlights from Shelley’s presentation:
“It’s not just about fundraising, it’s about driving social change and PR is critical in supporting this change.”
“If enough people call for change, governments will listen.”
“If you do things well, do them better. Be daring, be first, be different, be just.” –Anita Roddick
Stay tuned for part II & III for more highlights from our dynamic PR panel.
For more on It’s a Brand New Day, check out our interview with Judy as she prepared the panel here, and more panel highlights here.
The celebration of a company’s anniversary or birthday is becoming more and more common. But how do you leverage such an important milestone to enhance reputation, consumer engagement and sales? Recently Strategic Objectives was honoured with numerous PR Awards for its PR Program that celebrated Leon’s Furniture Ltd’s 100th Anniversary Year. This multi-touch point public relations program resulted in increased reputation, customer engagement, and success. Judy Lewis, co-founder of Strategic Objectives and the program lead, discussed the PR opportunities of leveraging corporate anniversaries.
Why would consumers care about a corporate anniversary?
Consumers care about trust, community, relationships and value. An anniversary is an opportunity for an organization is highlight its achievements, commitment to its customers, communities, stakeholders and its future. A good anniversary PR program can create excitement to drive engagement and sales.
The Leon’s program is a prime example of an innovative PR approach. We leveraged its unique Canadian history to create an emotional connection with the brand. And along the way, Leon’s celebrated its customers and communities by giving back more than $1 million to communities, organizations and local hospitals to support the positive development of youth and families – the next generation of customers.
We developed a partnership between Leon’s and Boys and Girls Clubs of Canada and partnered with 64 hospitals in communities in which Leon’s operates. Activities made significant news in every Leon’s community. There was tremendous support from community leaders and consumers.
Why did you recommend the development of The Leon’s Living Room and what is it?
The Leon’s Living room is a 5 piece life-size bronze sculpture that sits in the rose garden of Chippiwa Park in Welland, Ontario. It consists of 2 wing-back chairs, a coffee table and couch, where a life-sized sculpture of Ablan Leon, the founder of Leon’s Furniture and longtime Welland resident, sits. The sculpture is a gift to the city of Welland and is a lifelong tribute to a man who changed the face of furniture retailing in Canada.
The Leon’s Living Room provides a place for people to relax and enjoy a public space. Ablan Leon is a folk hero for the town. Canadians love their local heroes and we don’t celebrate them enough. With our quiet Canadian-nature we so rarely take the time and effort to recognize and honour of our greatest achievers. Ablan and the Leon’s family have given so much to our country… and the country has given so much to them… that it seemed fitting to create a lasting tribute for a man who was so loved and respected the city and its residents. The rose garden is where most Welland brides choose to have their wedding pictures taken. The Leon’s Living Room provides a new and beautiful backdrop to celebrate happiness, family and love.
What does Anniversary PR engagement look like?
If a company is looking to leverage its birthday or “years in business” there are 3 key elements they must ask themselves:
Just to wave a flag and say please congratulate us on the great things we have done over the years is alienating. An anniversary is a time to say thank-you, give something in recognition, create excitement and provide direction and confidence for the future. The consumer piece of the puzzle was crucial. At Leon’s, special in-store themed events and promotions celebrated the 100th Anniversary and highlighted the company’s core values. Special events made news, and consumers visited the stores to be a part of the community’s celebration of Leon’s success. Every community benefitted from Leon’s birthday and that encouraged customers to be part of the “party”.
Any tips?
Strategic Objectives has helped numerous companies develop comprehensive, consumer-engaging anniversary PR programs. A company must be careful not to be blinded by its own corporate ego. My advice is to always look at it from the consumers’ perspective: what is new, what is different and what’s in it for me. While there is a responsibility and opportunity to develop programming that highlights the past, it should inspire consumer support in the future.
Strategic Objectives PR co-founder Judy Lewis is an award-winning strategist and celebrated international branding expert and speaker. Judy also led a panel of marketing and PR experts at the IABC 2010 World Conference, June 6-9, 2010 in Toronto. Learn more about her session — It’s A Brand New Day — here.
“PR is about getting out there first and putting your brand forward” -Judy Lewis, Strategic Objectives co-founder
Live from the IABC 2010 World Conference… highlights from It’s a brand new day, a dynamic PR panel led by Strategic Objectives co-founder, Judy Lewis.
Shelley Simmons, Director, Brand Communications & Values of The Body Shop (US, Canada and Mexico)
“It’s not just about fundraising, it’s about driving social change and PR is critical in supporting this change,” referring to The Body Shop Stop Sex Trafficking of Children and Young People campaign.
Jacqueline Ryan, RBC (Royal Bank of Canada) Director of Olympic Marketing
“The Olympic Torch made the Olympics relevant across the country…We have genuine and authentic relationships with the community”
Peter Morrissey, Associate Professor, Boston University College of Communications, and President and CEO of Morrissey & Company
“Build a brand with value and goodwill”
For more on It’s a brand new day, check out our interview with Judy as she prepared the panel here, and stay tuned to @SO_pr for conference updates.
The IABC 2010 World Conference runs June 6-9 at the Sheraton Centre Toronto.
Toronto is buzzing with final preparations for next week’s IABC 2010 World Conference. Don’t miss Judy Lewis, Strategic Objectives co-founder, as she leads a dynamic expert panel: It’s a brand new day.
IABC World Conference
June 8, 2010
8:15 am – 9:15 am
Sheraton Centre Toronto
123 Queen St. W
Register online at www.iabc.com/wc
Panel Descriptor: Public relations is crucial to effective branding. In this thought-provoking panel discussion with leading global brand communication experts, you will gain insight into the power of PR in building brand equity and achieving market success. Learn how the power of PR can grow, maintain, protect, sell and drive brand image.
Panelists:
For more on It’s a brand new day, check out our interview with Judy as she prepared the panel here, and stay tuned to @SO_pr for conference updates.
The IABC 2010 World Conference runs June 6-9 at the Sheraton Centre Toronto.
This May, Strategic Objectives and The Body Shop celebrated the relationship between art and beauty as part of The Body Shop’s Nutriganics Live Art Project.
The Body Shop’s Nutriganics Live Art Project brought shoppers and artists together to launch its new Eco-Cert certified skin care line Nutriganics.
At select locations in Toronto, shoppers could sample Nutriganics skin care products while local artists painted in-store. Artists Erella Ganon, Clementine Powers, Zina Chmielowski and Patrick Mifsud created some fantastic pieces using the theme “My Beautiful Planet.” Passers-by took time to see real art take shape!
After the in-store events customers and art enthusiasts were able to go online and vote for their favourite piece at The Body Shop’s Facebook page. The winning artist was awarded with $1,000 in art supplies. Congratulations to winner Erella Ganon!
