Context Energy Marketing

LIONEL GADOURY RGDPrincipal,Director of Creative [email protected]

www.contextcreative.com

ANDY STROTEPrincipal,Director of Strategic [email protected]

Tel. 416.972.1439

CONTEXT CREATIVE317 Adelaide Street West, Suite 800 Toronto, Ontario, Canada M5V 1P9

Real GoalsMeasurable ResultsEffective Communicationsand Design

...Invite engagement with customers, stakeholders and the public

...Increase involvement and commitment

...Change hearts and minds to drive new actions

...Fight commoditization – become the brand of choice

...Create a virtuous circle of feedback and insight

Beyond BeautifulWhat can the right plan, design and implementation help you achieve?

Following pages are samples of our projects. Working for a diverse range

of clients ensures a broad understanding of emerging trends, marketing

principles and best practices.

SamplePortfolio

Toronto Hydro Website

The previous generation of Toronto Hydro websites had grown tired andwere in need of a significant rework. Our challenge was to create friendly,useful customer and corporate sites based on solid strategies, built onclear architecture and delivering intuitive navigation. The goal was tocreate self-service sites to make it easy to incorporate more transactionsand interactions onto the Web.

Campaign Results

Compelling messages and easier navigation increase customer

satisfaction. More customers now use the Web to register for

programs and promotions.

Context Creative Response

— The site was designed to let Toronto Hydro incorporate important programs on top level pages— Clean design and navigation encouraged customer use— We integrated back-end functionality including access to customer accounts, log-in to supply meter readings, registration for various incentive programs.— Deliver sites on high-performance Content Management System to allow marketing staff to control content across the sites.— Integrate email campaigns to a number of defined audiences.

Client Objectives / Challenge

The previous generation of Toronto Hydro websites had grown tired and were in need of a significant rework. Our challenge was to create friendly, useful customer and corporate sites based on solid strategies, built on clear architecture and delivering intuitive navigation. The goal was to create self-service sites to make it easy to incorporate more transactions and interactions onto the Web.

Campaign Results

Compelling messages and easier navigation increase customer satisfaction. More customers now use the Web to register for programs and promotions.

Context Creative Response

• The site was designed to let Toronto Hydro incorporate important programs on top level pages

• Clean design and navigation encouraged customer use• We integrated back-end functionality including access to customer

accounts, log-in to supply meter readings, registration for various incentive programs.

• Deliver sites on high-performance Content Management System to allow marketing staff to control content across the sites.

• Integrate email campaigns to a number of defined audiences.

Shown Here

— torontohydro.com homepage

Toronto Hydro – The Power to Power T.O.

Toronto Hydro is engaged in a number of critical projects that willupgrade the levels of service and reliability to the city. Phase 1 ofthis campaign introduced the programs to ensure that the publicunderstood the importance of Toronto Hydro’s work in the growthand prosperity of the city.

Results

This is Phase 1 of a multi-phase campaign to increase awareness

of Toronto Hydro’s services

Project Scope

— Newspaper ads in numerous dailies and neighbourhood papers— Transit shelters in the downtown core— Animated TTC shows for on-platform advertising— Web content for corporate site— Helicopter photo shoot of the city

Shown Here

— Newspaper ads for daily and local newspapers

— Transit shelters

Toronto Hydro – The Power to Power T.O.

Toronto Hydro is engaged in a number of critical projects that will upgrade the levels of service and reliability to the city. Phase 1 of this campaign introduced the programs to ensure that the public understood the importance of Toronto Hydro’s work in the growth and prosperity of the city.

Results:

This is Phase 1 of a multi-phase campaign to increase awareness

of Toronto Hydro’s services

Project Scope:

— Newspaper ads in numerous dailies and neighbourhood papers— Transit shelters in the downtown core— Animated TTC shows for on-platform advertising— Web content for corporate site— Helicopter photo shoot of the city

Shown Here:

— Newspaper ads for daily and local newspapers— Transit shelters

Context C

reative // Toronto Hydro // The P

ower to P

ower T.O

. media cam

paign

Toronto Hydro – Summer Challenge for Business

Toronto Hydro–Electric System wanted to encourage business owners to use less electricity over the critical summer months. This meant providing a financial incentive to cut down the use of air conditioning.Context Creative put Toronto business owners front and centre. Wephotographed about 30 owners in their locations across town. We utilized their pride in the business and their willingness to help to generate excitement and buy-in from their peers. This campaign speaksspecifically to Toronto in an emotionally involving way and provokes action.

Results

Research showed the campaign delivered over 45 million

impressions over two summer months and had over 70%

awareness among its target market Toronto Hydro exceeded

their goals for electricity savings over the summer.

Project Scope

— An 8-page insert for newspapers and magazines— A series of post cards featuring Toronto business owners— Radio commercials with original music— Animated pixel board commercials— In-elevator and elevator wrap advertising— A mini-Web site integrated with the main Toronto Hydro site

Shown Here

— Direct Mail Insert

— Pixel Board Campaign

— Teaser Post Cards & Direct Mail Envelope

contextcreative.com // Toronto H

ydro // Summ

er Challenge


Toronto Hydro–Electric System wanted to encourage business ownersto use less electricity over the critical summer months. This meantproviding a financial incentive to cut down the use of air conditioning.

Context Creative put Toronto business owners front and centre. Wephotographed about 30 owners in their locations across town. We utilizedtheir pride in the business and their willingness to help to generateexcitement and buy-in from their peers. This campaign speaks specifically to Toronto in an emotionally involving way and provokes action.

Project Scope:

— An 8-page insert for newspapers and magazines— A series of post cards featuring Toronto business owners— Radio commercials with original music— Animated pixel board commercials— In-elevator and and elevator wrap advertising— A mini-Web site integrated with the main Toronto Hydro site

Result

Research showed the campaign delivered over 45 million impressionsover two summer months and had over 70% awareness among itstarget market Toronto Hydro exceeded their goals for electricity savingsover the summer.

Shown Here:

Direct Mail Insert

Pixel Board Campaign

Teaser Post Cards & Direct Mail Envelope


Toronto Hydro–Electric System wanted to encourage business owners to use less electricity over the critical summer months. This meant provid-ing a financial incentive to cut down the use of air conditioning. Context Creative put Toronto business owners front and centre. We photographed about 30 owners in their locations across town. We utilized their pride in the business and their willingness to help to generate excitement and buy-in from their peers. This campaign speaks specifically to Toronto in an emotionally involving way and provokes action.

Results

Research showed the campaign had over 70% awareness among

its target market, and Toronto Hydro exceeded their goals for

electricity savings over the summer.

Project Scope

— An 8-page insert for newspapers and magazines— A series of post cards featuring Toronto business owners— Radio commercials with original music— Animated pixel board commercials— In-elevator and elevator wrap advertising— A mini-Web site integrated with the main Toronto Hydro site

Shown Here

— Customer Web Site

— Bill explanation and efficiency tips pages

— Internal communications services brochure


ydro // Summ

er Challenge


Toronto Hydro–Electric System wanted to encourage business ownersto use less electricity over the critical summer months. This meantproviding a financial incentive to cut down the use of air conditioning.

Context Creative put Toronto business owners front and centre. Wephotographed about 30 owners in their locations across town. We utilizedtheir pride in the business and their willingness to help to generateexcitement and buy-in from their peers. This campaign speaks specifically to Toronto in an emotionally involving way and provokes action.

Project Scope:

— An 8-page insert for newspapers and magazines— A series of post cards featuring Toronto business owners— Radio commercials with original music— Animated pixel board commercials— In-elevator and and elevator wrap advertising— A mini-Web site integrated with the main Toronto Hydro site

Result

Research showed the campaign had over 70% awareness among itstarget market, and Toronto Hydro exceeded their goals for electricitysavings over the summer.

Shown Here:

Customer Web Site

Bill explanation and efficiency tips pages

Internal communications services brochure

Toronto Hydro peaksaver

Toronto Hydro’s peaksaver program helps lower the peak demand for power in the city. Under this program, a device controls residential air conditioners to cycle down their power supplies at critical times to reduce electricity demand.

The challenge is to enroll enough new customers through a direct mail and web campaign so that the installation team has a steady stream of installations. Toronto Hydro offers them a onetime incentive to install

the peaksaver device. The bigger challenge is catch the attention of the customer long enough to encourage them to enroll.

In addition to English, this campaign was also produced in Chinese for select neighbourhoods.

Shown Here

— Direct Mail

— peaksaver Website

Campaign Results

Since the peaksaver devices must be installed on location by

work crews, scheduling is a key consideration. Our goal is to

keep the pipeline full, but at such a rate that waiting times

are reasonable, given that incentives aren’t delivered until

installation takes place. For the past two years, we have

consistently kept the installers busy. Today, there are over

50,000 peaksaver installations in Toronto.

Shown Here

— PowerShift direct mail

— PowerShift letter

— Website

Toronto Hdyro PowerShift

Toronto Hydro’s PowerShift program is built on top of the peaksaver program. If you already have a peaksaver device that cycles down your air conditioner during peak times, you could choose to move to PowerShift which does the same any time the temperature hits 27°C or more. The catch? There’s no incentive, other than the satisfaction of knowing you’re doing the right thing and helping the environment.

The goal was to appeal to the 60,000 existing peaksaver customers through direct mail and a letter, and encourage them to go to the website to sign up.

Results

Currently, with limited promotion and exposure, over X,XXX have

signed up for PowerShift.

Results

Currently, with limited promotion and exposure, over X,XXX have

signed up for PowerShift.

Shown Here

— Flat Rate Water Heating direct mail and letter

Toronto Hdyro – Flat Rate Water Heating

Due to changes in regulations, Toronto Hydro was obliged to inform its customers that flat rates for electricity for water heating was coming to an end and that soon all electricity for water heating would be charged on a metered basis. The challenge here is that an electrician would have to visit the property to connect the water heater to the breaker panel. To offset the expense and to encourage quick response, Toronto Hydro was offering $100 per tank converted.

Rather than simply a notice, the direct mail piece also outlined the benefits of paying for electricity used, with tips on conservation.

Results

Toronto Hydro had quick and comprehensive response to the offer.

Results

The Diversity is Our Strength theme, quality of photography and

innovative, yet true to standards, design approach resulted in an

award-winning communications piece that engaged employees

and surpassed corporate expectations.

Project Scope

— Interpretive concept, design and illustration— Forged unique partnership with PhotoSensitive photographers— Facilitated photo usage rights in return for charitable donation— Copywriting and project management through production

Shown Here

— Outside front cover with theme pattern

— 2 sample inside spreads from the calendar

Hydro One Networks – Employee Calendar

Hydro One wanted a calendar to promote the diversity of its employees.The challenge was to create a visually appealing and engaging calendarthat employees would want to display within their workspace andactually use.

contextcreative.com // H

ydro One N

etworks // E

mployee C

alendar

Hydro One Networks – Employee Calendar

Hydro One wanted a calendar to promote the diversity of its employees.The challenge was to create a visually appealing and engaging calen-dar that employees would want to display within their workspace andactually use.

Project Scope:

— Interpretive concept, design and illustration— Forged unique partnership with PhotoSensitive photographers— Facilitated photo usage rights in return for charitable donation— Copywriting and project management through production

Results:

The Diversity is Our Strength theme, quality of photography and

innovative, yet true to standards, design approach resulted in an

award-winning communications piece that engaged employees

and surpassed corporate expectations.

Shown Here:

Outside front cover with theme pattern

2 sample inside spreads from the calendar

Project Scope

— A branding system including a custom colour palette, type standards and graphic elements for Wholesale customers— A double-pocket presentation folder to accommodate the 20 page brochure, 16 page FAQ guide and inserts— A series of product inserts— A corporate PowerPoint presentation with design templates for customization

Shown Here

— A double-pocket presentation folder

— Sample pages from 20 page brochure

— FAQ guide

— A series of product inserts

— PowerPoint presentation

Hydro One Networks

With the opening of Ontario’s electricity market, the role of HydroOne Networks has expanded. HON’s first responsibility is as a distribu-tor delivering safe and reliable electricity to companies acrossits province-wide network of transmission and distribution lines,stations and equipment.

HON’s relationship with their major Wholesale customers has beenradically altered. To help communicate those changes, we developeda comprehensive communications kit and an accompanyingPowerPoint presentation.


ydro One N

etworks // B

randing and Presentation

Hydro One Networks

With the opening of Ontario’s electricity market, the role of HydroOne Networks has expanded. HON’s first responsibility is as a dis-tributor delivering safe and reliable electricity to companies acrossits province-wide network of transmission and distribution lines,stations and equipment.

HON’s relationship with their major Wholesale customers has beenradically altered. To help communicate those changes, we developeda comprehensive communications kit and an accompanyingPowerPoint presentation.

Project Scope:

— A branding system including a custom colour palette, type standards and graphic elements for Wholesale customers

— A double-pocket presentation folder to accommodate the 20 pagebrochure, 16 page FAQ guide and inserts

— A series of product inserts— A corporate PowerPoint presentation with design templates for

customization

Shown Here:

A double-pocket presentation folder

Sample pages from 20 page brochure

FAQ guide

A series of product inserts

PowerPoint presentation

Results

The Power Saver brochure series provides useful and practical

information to residential customers on how they can make their

homes more energy efficient, and thereby control their costs.

Despite a series of rate increases, these brochures have helped to

keep customer satisfaction high.

Project Scope

— Design, writing and graphics for a series of 10 brochures— French and English versions— A library of custom photography and illustrations— Web graphics and online text adaptation

Shown Here

— The 10 brochures from the Power Saver Series

— 3 sample inside spreads from the brochures

Hydro One Networks – Power Saver Brochures

Energy conservation is increasingly important to Hydro One Networks,its customers, and the Government of Ontario. To help residents useelectricity wisely, we created a series of 10 brochures. Each brochurepertains to one area of the home. Custom photography, illustrations,charts and graphics, combined with concise tips and easy to referencetext, ensure customers have the information they need to manage theirbill and reduce the amount of electricity they need.


ydro One N

etworks // P

ower Saver B

rochures

Hydro One Networks – Power Saver Brochures

Energy conservation is increasingly important to Hydro One Networks,its customers, and the Government of Ontario. To help residents useelectricity wisely, we created a series of 10 brochures. Each brochurepertains to one area of the home. Custom photography, illustrations,charts and graphics, combined with concise tips and easy to referencetext, ensure customers have the information they need to manage theirbill and reduce the amount of electricity they need.

Project Scope:

— Design, writing and graphics for a series of 10 brochures— French and English versions— A library of custom photography and illustrations— Web graphics and online text adaptation

Results:

The Power Saver brochure series provides useful and practical

information to residential customers on how they can make their

homes more energy efficient, and thereby control their costs.

Despite a series of rate increases, these brochures have helpedto

keep customer satisfaction high.

Shown Here:

The 10 brochures from the Power Saver Series

3 sample inside spreads from the brochures

Results

“At over $20 per in-bound call, being pro-active with communica-

tions is not only key to keeping our 1 million+ customers informed

and satisfied, it is also critical to managing costs.”

“Focus groups and detailed reporting confirm – delivering the

right message at the right moment in the right media is simply good

business.”

Project Scope

— An encompassing strategy that addressed the numerous changesin the marketplace

— Co-ordinated messaging for printed bill inserts— Numerous feedback mechanisms to measure customer satisfaction— Content including copy and graphics for all Web pages— Content management tools for frequent updates— Programming for calculators, polls, search engine optimization— A style guide which addresses all graphic and programming issues

Shown Here

— www.hydroonenetworks.com home page

— On-line meter calculator

— On-line appliance calculator

Hydro One Networks

Hydro One Networks (HON), a successor of Ontario Hydro, owns Ontario’s transmission and distribution system and transmits powerto customers. They also provide services such as meter reading,emergency response, and billing.

Given the changes in Ontario’s energy sector, it is important for HON to communicate its mandate to over 1 million customers and deliver the quality of service that is expected by the regulator. For HON, we developed a comprehensive Web site that integrates with their Self Help tools and the Customer Communications Centre.


ydro One netw

orks website // W

ebsite design

Hydro One Networks

Hydro One Networks (HON), a successor of Ontario Hydro, ownsOntario’s transmission and distribution system and transmits power to customers. They also provide services such as meter reading, emergency response, and billing.

Given the changes in Ontario’s energy sector, it is important for HON to communicate its mandate to over 1 million customers anddeliver the quality of service that is expected by the regulator. For HON, we developed a comprehensive Web site that integrates with their Self Help tools and the Customer Communications Centre.

Project Scope:

— An encompassing strategy that addressed the numerous changes in the marketplace

— Co-ordinated messaging for printed bill inserts— Numerous feedback mechanisms to measure customer satisfaction— Content including copy and graphics for all Web pages— Content management tools for frequent updates— Programming for calculators, polls, search engine optimization— A style guide which addresses all graphic and programming issues

Results:

“At over $20 per in-bound call, being pro-active with

communications is not only key to keeping our 1 million+

customers informed and satisfied, it is also critical to

managing costs.

“Focus groups and detailed reporting confirm – delivering the

right message at the right moment in the right media is simply

good business.”

Shown Here:

www.hydroonenetworks.com home page

On-line meter calculator

On-line appliance calculator

Ontario Power Generation– Educational Web Site

Ontario Power Generation is Ontario’s main electricity producer,employing thousands of people across the province in diverse,challenging careers. OPG wanted an educational Web site that wouldbe a primary resource for teachers and students in both elementaryand high school. The new site’s secondary purpose would be to imparta positive impression of OPG, laying the groundwork for futurerecruitment. Context Creative designed and built a site that targetedstudents in grades 5 to 12, their teachers and their parents.

Project Scope

— A vivid educational site with 50+ pages of layered content containing four separate streams for teachers, elementary students, high school students and corporate information. Included all copywriting and editing of supplied content— Extensive photo library for use in student projects— Flash and HTML programming throughout—‘Branding’ of different features in the site with memorable illustrations

Shown Here

— Main landing page

— High school educational stream

— OPG corporate page


ydro One netw

orks website // W

ebsite design

Ontario Power Generation– Educational Web Site

Ontario Power Generation is Ontario's main electricity producer,employing thousands of people across the province in diverse, challenging careers. OPG wanted an educational Web site that wouldbe a primary resource for teachers and students in both elementaryand high school. The new site's secondary purpose would be to imparta positive impression of OPG, laying the groundwork for futurerecruitment. Context Creative designed and built a site that targetedstudents in grades 5 to 12, their teachers and their parents.

Project Scope:

— A vivid educational site with 50+ pages of layered content containingfour separate streams for teachers, elementary students, highschool students and corporate information. Included all copywritingand editing of supplied content

— Extensive photo library for use in student projects— Flash and HTML programming throughout—‘Branding’ of different features in the site with memorable illustrations

Shown Here:

Main landing page

High school educational stream

OPG corporate page

Ontario Power Generation – Employee Communications Brand Design

OPG seeks to find ways to reduce the costs of creating communicationsfor Human Resources. At the same time, OPG must speak to managersand employees in a very clear and compelling way. Context designedand implemented a new brand approach, delivering well thought outand functional media templates. This approach conserves time andenergy for in-house and contract designers. The design, imagery,attitude and messages all reinforce the OPG brand and build on the“One Company, One Voice” theme.

Results

Employee communications materials are now instantly

recognizable; the design system, standards and templates

provide continuity and creative flexibility, saving time and

money while raising the benchmark for quality.

Project Scope

— Graphic standards, typographic specifications, and page grids— Library of icons and illustrations— Poster templates and campaign series— Brochure templates— Web page templates— Newsletter

Shown Here

— Graphic standards, typographic specifications, and page grids

— Library of icons and illustrations

— Sample Family Day poster

— Sample employee health benefits plan brochure

contextcreative.com // O

ntario Pow

er Generation // B

rand Design &

Design Standards

Ontario Power Generation – Employee Communications Brand Design

OPG seeks to find ways to reduce the costs of creating communicationsfor Human Resources. At the same time, OPG must speak to managersand employees in a very clear and compelling way. Context designedand implemented a new brand approach, delivering well thought outand functional media templates. This approach conserves time andenergy for in-house and contract designers. The design, imagery,attitude and messages all reinforce the OPG brand and build on the"One Company, One Voice" theme.

Project Scope:

— Graphic standards, typographic specifications, and page grids

— Library of icons and illustrations— Poster templates and campaign series— Brochure templates— Web page templates— Newsletter

Results:

Employee communications materials are now instantly recognizable;

the design system, standards and templates provide continuity

and creative flexibility, saving time and money while raising the

benchmark for quality.

Shown Here:

Graphic standards, typographic specifications, and page grids

Library of icons and illustrations

Sample Family Day poster

Sample employee health benefits plan brochure

Ontario Power Generation – Employee Wellness Kit

OPG encourages and supports its employees in personal wellnessobjectives. Having healthy, productive and motivated employeesbenefits every one in the workplace.

Results

Besides being conducive to creative solutions, working within the

established Employee Communications Style Guidelines saves

time and costs, focusing creative efforts on the content as opposed

to ‘redeveloping the wheel’ every time a new initiative is launched.

The new kit reinvigorated the OPG Wellness Group by engaging

employees while trimming production costs with 3-colour printing.

Project Scope

— Creative concept, design, complete to production— Pocket folder to hold brochures and inserts— Series of 5 nested brochures— Wellness icon— Modular branding label for third-party materials

Shown Here

— Front cover of 9x12 pocket folder

— Inside spread of folder with vertical and horizontal pockets

— Wellness identity module and icon

— Sample brochure inserts

Ontario Power Generation – Employee Wellness Kit

OPG encourages and supports its employees in personal wellnessobjectives. Having healthy, productive and motivated employees benefits every one in the workplace.

Project Scope:

— Creative concept, design, complete to production— Pocket folder to hold brochures and inserts— Series of 5 nested brochures— Wellness icon— Modular branding label for third-party materials

Results:

Besides being conducive to creative solutions, working within the

established Employee Communications Style Guidelines saves time

and costs, focusing creative efforts on the content as opposed to

‘redeveloping the wheel’ every time a new initiative is launched.

The new kit reinvigorated the OPG Wellness Group by engaging

employees while trimming production costs with 3-colour printing.

Shown Here:

Front cover of 9x12 pocket folder

Inside spread of folder with vertical and horizontal pockets

Wellness identity module and icon

Sample brochure inserts


ntario Pow

er Generation // E

mployee W

ellness Kit and Inserts

OPG Green Power

Ontario Power Generation is now offering Green Power – environmentally-friendly power generated from renewable energy resources.

To help OPG introduce this premium product to their customers, wecreated a complete communications package for their sales team.The materials sold the specific product benefits, and reinforced OPGas a preferred supplier in the newly competitive market.

We introduced Intranet modules to allow customers to keep theiremployees informed of their company’s environmental commitments.These modules are ready for deployment with little customization.

Project Scope

— 6-page folder outlining product benefits and OPG’s leadership— Specific product sales sheet inserts— Mini-site for OPG web site with lead-generation and data capture tools— Intranet modules for Green Power customers’ Intranets— Recognition plaques for customer sites— Large banners for exterior of customer buildings

Shown Here

— Green Power brochure cover & spread

— Green Power mini-site

— Green Power intranet module for Toyota

OPG Green Power

Ontario Power Generation is now offering Green Power – environmen-tally-friendly power generated from renewable energy resources.

To help OPG introduce this premium product to their customers, wecreated a complete communications package for their sales team. The materials sold the specific product benefits, and reinforced OPG as a preferred supplier in the newly competitive market.

We introduced Intranet modules to allow customers to keep theiremployees informed of their company’s environmental commitments.These modules are ready for deployment with little customization.

Project scope:

— 6-page folder outlining product benefits and OPG’s leadership— Specific product sales sheet inserts— Mini-site for OPG web site with lead-generation and data

capture tools— Intranet modules for Green Power customers’ Intranets— Recognition plaques for customer sites— Large banners for exterior of customer buildings

Shown Here:

Green Power brochure cover & spread

Green Power mini-site

Green Power intranet module for Toyota

context creative //Ontario P

ower G

eneration// Green P

ower W

ebsite

Ontario Power Generation – Internal and External Communications

Context has been a continuous supplier to OPG since inception. Wework collaboratively with internal marketing managers and corporatedirectors to ensure communications remaining compelling and effective.Printed brochures are a mainstay of many initiatives, from employeebenefits and pension plans to quarterly performance reports.

Results

Creative strategies, themes, and a changing mix of imagery, as

well as an in-depth understanding of design standards, keep

OPG’s print brochures fresh and engaging. Consistency of colour,

type, logo integration, and well applied graphic elements ensure a

controlled graphic presence with high recognition value.

Project Scope

— Creative concepts, designs, complete to production— Numerous internal and external brochures and reports— Consistent branding and style guidelines— Mix of custom and stock imagery

Shown Here

— A sample selection of print brochures

— OPG Employee Pension Plan Summary

— 2006 Mid-Year Performance Report

— 2006 Year-End Performance Report

OPG Pension PlanSummary for Management Group Employees

Effective February 2007

It’s All About PerformanceREPORT ON 2006 PERFORMANCE

Generating 70 per cent of Ontario’s Electricity

FEBRUARY 2007

Ontario Power Generation – Internal and External Communications

Context has been a continuous supplier to OPG since inception. Wework collaboratively with internal marketing managers and corporatedirectors to ensure communications remaining compelling and effec-tive. Printed brochures are a mainstay of many initiatives, from employ-ee benefits and pension plans to quarterly performance reports.

Project Scope:

— Creative concepts, designs, complete to production— Numerous internal and external brochures and reports— Consistent branding and style guidelines— Mix of custom and stock imagery

Results:

Creative strategies, themes, and a changing mix of imagery, as well

as an in-depth understanding of design standards, keep OPG’s print

brochures fresh and engaging. Consistency of colour, type, logo inte-

gration, and well applied graphic elements ensure a controlled

graphic presence with high recognition value.

Shown Here:

A sample selection of print brochures

OPG Employee Pension Plan Summary

2006 Mid-Year Performance Report

2006 Year-End Performance Report

context creative //Ontario P

ower G

eneration// Internal and External C

omm

unications Design

Ontario Power Generation

Ontario Power Generation (OPG) is a successor of the former OntarioHydro. OPG currently supplies about 85% of all electricity consumedin Ontario. As a new company, OPG needed to communicate itsmandate, work with existing customers in an open market, andattract new customers.

We developed a core set of materials to help OPG Energy Marketspromote its services. These included an innovative folder,comprehensive brochure, product inserts, reference guide, tradeshowbooth, Web modules and Email campaign integration.

Results

OPG attends many tradeshows, and receives ongoing requests

for information. The booth graphics system we designed is

scalable and easily customized for all types of shows.

The strong colors, design, imagery and considered typography

help garner attention in a chaotic environment. We created an

innovative folder with pockets that allow materials to be

inserted both vertically and horizontally.

Project Scope

— A competitive market overview to assess comparative brand positioning— A sales kit including a pocket folder, 16-page brochure, product sheets, and an 80-page glossary of terms— A direct mail campaign to launch the corporation— A scalable tradeshow booth to accommodate various display sizes— Overall design guidelines, copywriting, editing, project management, and programming for a Web site— Interactive market monitoring components for the Web site— Email campaign templates and management tools

Shown Here

— It’s Your Choice brochure cover

— Folder cover and inside collateral

Ontario Power Generation

Ontario Power Generation (OPG) is a successor of the former OntarioHydro. OPG currently supplies about 85% of all electricity consumedin Ontario. As a new company, OPG needed to communicate its

mandate, work with existing customers in an open market, and attract new customers.

We developed a core set of materials to help OPG Energy Markets promote its services. These included an innovative folder, comprehensive brochure, product inserts, refernce guide, tradeshowbooth, Web modules and Email campaign integration.

Project Scope:

— A competitive market overview to assess comparative brand positioning

— A sales kit including a pocket folder, 16-page brochure, product sheets, and an 80-page glossary of terms

— A direct mail campaign to launch the corporation— A scalable tradeshow booth to accommodate various display sizes— Overall design guidelines, copywriting, editing, project management,

and programming for a Web site— Interactive market monitoring components for the Web site— Email campaign templates and management tools

Results:

OPG attends many tradeshows, and receives ongoing requests for

information. The booth graphics sytem we designed is scalable and

easily customized for all types of shows. The strong colors, design,

imagery and considered typography help garner attention in a chaotic

environment. We created an innovative folder with pockets that allow

materials to be inserted both vertically and horizontally

Shown Here:

It’s Your Choice brochure cover

Folder cover and inside collateral


ntario Pow

er Generation // Integrated P

rint Cam

paign

Spike

Spike is a Web-based email marketing and communications tool. Spikeallows non-technical computer users to compose, deploy, measure,and react to rich email message campaigns. Among its many uniquefeatures, Spike allows users to target information ...

provides instant interactive reports to show you the number of messagesopened, links clicked, and emails forwarded. This allows you todrill down to individual users,re-segment your lists and send appropriate follow-up emails.

— Spike is powerful: it gives meaningful, actionable measurement of your efforts.— Spike is easy: a team of one can speak to millions. No need to coordinate between departments, suppliers, or other vendors. A campaign can be conceived and executed in just a few hours.— Spike is flexible: you control your email lists, your campaigns, and your reports. Lists are easy to import and export.

Shown Here

— Spike identity

— Tracking overview page

— Email workspace page

— Contact profile page

Spike

Spike is a Web-based email marketing and communications tool. Spikeallows non-technical computer users to compose, deploy, measure,and react to rich email message campaigns. Among its many uniquefeatures, Spike allows users to target information ...

provides instant interactive reports to show you the number of mes-sages opened, links clicked, and emails forwarded. This allows you todrill down to individual users, re-segment your lists and send appropriate follow-up emails.

— Spike is powerful: it gives meaningful, actionable measurement of your efforts.

— Spike is easy: a team of one can speak to millions. No need to coordinate between departments, suppliers, or other vendors. A campaign can be conceived and executed in just a few hours.

— Spike is flexible: you control your email lists, your campaigns, and your reports. Lists are easy to import and export.

Shown Here:

Spike identity

Tracking overview page

Email workspace page

Contact profile page

context creative //Spike// On-line m

arketing and comm

uncaitions system

Clients Include

Toronto Hydro Internal Branding & Communications

In our increasingly busy world, a sustainable approach to internal communications is every bit as important as external branding. A well-considered system, clear guidelines and user-friendly design templates allow for differentiation between internal departments, groups and key initiatives, while still maintaining corporate brand integrity.

Project Scope

— Research, recommendations and team collaboration— Internal identity modules and icons— Poster designs and templates— PowerPoint design and templates— Brochure designs and templates— Exhibit panel templates— Intranet recommendations

Shown Here

— Excerpt pages from design guidelines

— Composite designs for facility installations

— Department icons and identity modules

— Safety calendars from 2008 and 2009 applying new internal design standards

— Sample recruitment brochure

Context C

reative // Response to Toronto H

ydro RF

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39

Toronto Hydro Internal Branding & Communications

In our increasingly busy world, a sustainable approach to internal communications is every bit as important as exter-nal branding. A well-considered system, clear guidelines and user-friendly design templates allow for differentiation between internal departments, groups and key initiatives, while still maintaining corporate brand integrity.

Project Scope:

— Research, recommendations and team collaboration

— Internal identity modules and icons

— Poster designs and templates

— PowerPoint design and templates

— Brochure designs and templates

— Exhibit panel templates

— Intranet recommendations

Shown Here:

— Excerpt pages from design guidelines

— Composite designs for facility installations

— Department icons and identity modules

— Safety calendars from 2008 and 2009 applying new internal design standards

— Sample recruitment brochure

2

TORONTO HYDRO CORPORATION

Marketing, Communications and Public Affairs | Internal Design Standards

Internal IdentityModules & IconsIcons and identity modules differentiate various departments, programs and initiatives. Creativity and an expressive range of themes can be illustrated within the curvlinear form. Combining symbolism with appropriate typographic signatures ensures recognition and effectiveness across all internal communications. Illustrated below are a range of thematic explorations.

3



Internal IdentityModules & IconsIdentity modules consist of an illustrative icon, adjacent to a typographic signature, positioned within a curvilinear rectangular form. The primary goal is to identify the department of origin in the upper text with the larger text below denoting key initiatives. In other cases an initiative may be identified above a thematic tagline as indicated below.

If you’re interested in launching communications and don’t have an icon, please call the Marketing, Communications and Public Affairs department at extension 30460.

Organizational Effectiveness

Employee Achievement

DEPARTMENT

INITIATIVE

INITIATIVE

THEME

1p66p

1p

1p1

1p

1pcornerradius

33/33 pt Interstate RegularPMS 3292

( 100c 0m 49y 46k )

1pminimum

buffer

18 pt Interstate RegularPMS 362

( 70c 0m 100y 9k )

1p6minimum

buffer

1p3cornerradius

1p1

Department or Initiative

Initiative or Theme

Curvilnear backgroundPMS 3292

( 100c 0m 49y 46k )

Illustrative IconsPMS 361

( 69c 0m 100y 0k )

Identity moduleis defined by a white background

(KEYLINE DOES NOT PRINT)

Department or Initiative

Initiative or Theme

Internal Design Guidelines

Contents

Internal identity modules and icons 2

Poster designs and templates 4

PowerPoint design and templates 6

Job Posting template 9

Internal Notice templates 10

Intranet / Extranet recommendations 11

Today, in our increasingly busy world, a well-considered and sustainable approach to internal communications is every bit as important as external branding. Corporate standards and guidelines must be reinforced while allowing for differentiation between internal departments, groups and key initiatives.

4



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POSTER TITLE – 42/42 PT INTERSTATE BOLD

Set in Interstate Bold on solid leading, the title style contrasts all other elements. In this case, a 50% black screen has been applied within a graphic band, providing additional contrast and legibility. In general, headlines should be as few words as possible.

BODY TEXT – 21/26 PT INTERSTATE REGULAR

This is a sample setting of body text as it should appear on 11” x 17” posters.

CAPTION TEXT – 12/12 PT INTERSTATE BOLD CAPS

This is a sample setting of caption text as an accompaniment to a supplementary inset image.

Posters11” x 17” tabloid formatPosters remain a tried & true method for attracting attention and communicating messages within the workplace. New design templates and strategically located display units will focus attention and improve aesthetics throughout the workplace. The sample described in detail below, as well as other variations shown in this document, are all available as Adobe InDesign templates.

No Compromise, No Injury

My Goal is Zero

TORONTO HYDRO CALENDAR 2008 ®

TOH_FinalCalendar_Back&Cover.indd 112/7/07 3:56:42 PM

SundAY mOndAY tueSdAY wedneSdAY thurSdAY fridAY SAturdAY

mAY

s m t w t f s

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31

JuLY

s m t w t f s

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

new YeArS dAY

®

June

heAt StreSS – prOteCt YOurSeLf

• Drink plenty of water

• Take appropriate breaks

• Use sunscreen; protect your head and neck

brighter dAYSClean Air Commute

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30

My Goal is Zero

My Goal is Zero

TORONTO HYDRO CALENDAR 2009 ®

TORONTO HYDRO

POWER YOUR FUTURE

WE’RE PROUD TO BE ONE OF CANADA’S TOP 100 EMPLOYERS!

JOIN OUR TEAM AND BECOME PART OF OUR MOST VALUABLE SOURCE OF RENEWABLE ENERGY — OUR PEOPLE

A recognized leader in its industry, Toronto Hydro Corporation operates one of the largest municipal electric distribution utilities in Canada with businesses in electricity distribution, retail energy services, street lighting and data and internet communications.

Our goal is to provide safe and reliable service to our customers while focusing on workplace health and safety, environmental responsibility, operational excellence, sound financial management and community involvement.

We care and it shows!

INTRODUCING BRIGHTER DAYS

Brighter Days is what Toronto Hydro’s Community Involvement program is all about. It’s about our employees, their families and friends helping the community. It’s about giving back. And most of all, it’s a way to provide you with the tools you need to make a difference.

The Brighter Days program focuses on six areas of community involvement: Economic Strength, Education, Health & Safety, Environment, Social Services and Volunteerism.

APPLY ONLINE www.torontohydro.com/careers

WE’RE INVESTED IN YOUR SUCCESS

Toronto Hydro provides numerous opportunities at all job levels and categories. Our goal is to ensure that you find a career that excites you and allows you to grow and develop.

We offer a variety of developmental programs and further education assistance to encourage a lifetime of productivity and growth.

A PART OFTORONTO

Printed on FSC-certified paper.The best choice for the environment.

Toronto Hydro – Business Incentive Program (BIP)

Toronto Hydro–Electric System wants to encourage business ownersto make electricity saving renovations on their buildings. BIP paysincentives for “locked-in” electricity savings.

Context knew that it wasn’t enough to reach to owners, but also toreach out to those who had a big influence in any renovation project –the architects, designers, engineers and contractors. They were the oneswho specified the exact equipment that could cut down electricity use.

Results

The campaign is in its early stages, but has already achieved

10% of its overall goal.

Project Scope

— 6-page insert featuring high-profile architects, designers, engineers and contractors— Significant Web module to incorporate into the Toronto Hydro site— Advertising banner campaign information sheets, and direct mail inserts— 10 video interviews for the Web site and trade shows— Complete trade show booth with BIP-specific graphics— Series of editorial articles for trade magazines— Unique logo for the campaign

Shown Here

— Direct Mail Insert

— 10 Videos Optimized for Web and Trade Shows

— Mini-site for Toronto Hydro Site

— Client and industry testimonials from direct mail piece

Toronto Hydro – Business Incentive Program (BIP)

Toronto Hydro–Electric System wants to encourage business owners to make electricity saving renovations on their buildings. BIP paysincentives for "locked-in" electricity savings.

Context knew that it wasn't enough to reach to owners, but also toreach out to those who had a big influence in any renovation project –the architects, designers, engineers and contractors. They were the oneswho specified the exact equipment that could cut down electricity use.

Project Scope:

— 6-page insert featuring high-profile architects, designers, engineers and contractors

— Significant Web module to incorporate into the Toronto Hydro site— Advertising banner campaign information sheets, and direct mail

inserts— 10 video interviews for the Web site and trade shows— Complete trade show booth with BIP-specific graphics— Series of editorial articles for trade magazines— Unique logo for the campaign

Result

The campaign is in its early stages, but has already achieved 10% of itsoverall goal.

Shown Here:

Direct Mail Insert

10 Videos Optimized for Web and Trade Shows

Mini-site for Toronto Hydro Site

Client and industry testimonials from direct mail piece


ydro // BIP

Cam

paign

Time-of-Use rates

The stable supply of electricity in our province is critical to our economic future and social well-being, but building new generation facilities is only part of the solution. Reducing the amount of electricity we consume is just as important. Smart meters and Time-of-Use rates are critical parts ofthe plan. A smart meter tracks how much electricity you use and when you use it – key information to help you better manage your electricity.

Project Scope

— Research various options for giveaway reminders and exhibit options— Copywriting, design, charts & graphs, stock photography— Project management through production and delivery of all components

Shown Here

— 8-panel, 4x9 brochure explaining Time-of-Use rates

— Letter to customers

— Reminder sticker / magnet

— 8x10 booth backdrop

— 10x10 tent and counters with graphic wraps for events

— 14’ flag to capture attention at events

Context C

reative // Response to Toronto H

ydro RF

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REGISTERTODAY

To take full advantage of your Smart Meter, and track your usage, go to www.torontohydro.com/touor call 416.542.8000.

The fi gure and star design is a trademark of Toronto Hydro Corporation used under license.

NEW TIME-OF-USE RATES

In the future, like the other electrical utilities in Ontario,

Toronto Hydro-Electric System Limited will be moving to

Time-of-Use rates for the electricity you consume. This

means there will be three different rates for electricity

during the various times of day. You can use this to your

advantage to manage your electricity costs.

YOUR SMART METERRECORDS YOUR ELECTRICITY USE

Your new smart meter automatically records your electricity

consumption on an hourly basis. During on-peak periods,

when demand (and production costs) peak, prices will be

higher. During mid-peak times, when demand is moderate,

prices will be lower. During off-peak hours, the least busy

periods of the day, prices will be the lowest.

REMEMBER — LOWEST RATES WILL BE AT NIGHT, ON WEEKENDS AND STATUTORY HOLIDAYS

As you can see from the charts, the lowest rates (refl ected

in green) are always at night, on weekends and statutory

holidays.

By shifting some of your electricity usage to these lower rate

periods, you will be able to manage your costs, and help reduce

the need for additional power generation during peak periods.

Simple changes to your regular routine can help smooth

those peaks and create real environmental benefi ts.

IN THE FUTURE ONTARIO WILL MOVE TO TIME-OF-USE RATES

SATSUN

33??SAT

SUN

33??

LOWEST RATES WILL BE AT NIGHT, WEEKENDS AND HOLIDAYS

Make the newTime-of-Userates work for you

Put this removable sticker on your dryer or dishwasheras a reminder of theTime-of-Use price periods.

SUMMER (MAY 1 - OCTOBER 31) WINTER (NOVEMBER 1 - APRIL 30)

MON TUES WED THURS FRI SAT SUN

7 a.m.

OFF-PEAK*

(Lowest price)

*Includes statutory holidays *Includes statutory holidays

MID-PEAK(Mid price)

ON-PEAK(Highest price)

OFF-PEAK*

(Lowest price)MID-PEAK(Mid price)


11 a.m.

5 p.m.

10 p.m.

7 a.m.

11 a.m.

5 p.m.

10 p.m.

8 p.m.


MAKE THE SHIFT FROM RED TO GREEN

To take full advantage of your Smart Meter, and track your electricity usage, go to www.torontohydro.com/tou





7 a.m.

OFF-PEAK*

(Lowest price)


MID-PEAK(Mid price)


OFF-PEAK*



11 a.m.

5 p.m.

10 p.m.

7 a.m.

11 a.m.

5 p.m.

10 p.m.

8 p.m.








7 a.m.

OFF-PEAK*

(Lowest price)


MID-PEAK(Mid price)


OFF-PEAK*



11 a.m.

5 p.m.

10 p.m.

7 a.m.

11 a.m.

5 p.m.

10 p.m.

8 p.m.








7 a.m.

OFF-PEAK*

(Lowest price)


MID-PEAK(Mid price)


OFF-PEAK*



11 a.m.

5 p.m.

10 p.m.

7 a.m.

11 a.m.

5 p.m.

10 p.m.

8 p.m.




ClothesDryer(1 load)

ClothesWasher(1 load)*

* Plus the cost of heating water. Note: Electricity prices change every six months (May and November). Visit the Ontario Energy Board at www.oeb.gov.on.ca for current pricing details.

ElectricStove(1 family meal)

Central AirConditioner(1 hour)

Dishwasher(1 load)


8.8¢/kWh

MID-PEAK(Mid price)

7.2¢/kWh

OFF-PEAK(Lowest price)

4.0¢/kWh

20¢

2¢

50¢

14¢

7.4¢

36¢

3.6¢

90¢

25.2¢

13.3¢

44¢

4.4¢

$1.10

30.8¢

16.3¢

Register now to learn about Time-of-Use electricity ratesGO TO WWW.TORONTOHYDRO.COM/TOU

LEARN HOW TO SHIFT AND

CONSERVE YOUR ELECTRICITY USE

regiSter at WWW.torontohYdro.com/tou

It just takes a minute, then log into your personal account any

time to:

• See how much electricity you use (as recently as the day before!)

• See what time of day you use it most

• Compare your current use to what it will cost in the future

when Time-of-Use prices are in place

• Manage your electricity costs and see the effect when you

switch usage to times when rates are lower

yoU’ll save WheN yoU shiFt FroM red to greeN

load shiFt tiPs Will helP yoU MaNage costs

see yoUr electricity Use oN the WeB

SATSUN

33??

SATSUN

33??

Why tiMe-oF-Use PriciNg Will WorK For all oF UsWhen we’re all using a lot of electricity at the same time we

create “peak demand” periods. Time-of-Use pricing is

designed to smooth out those peaks. Why is this important?

• Peak periods add to our electricity costs because higher

demand leads to higher prices.

• Peak periods are hard on the environment because it’s

during these times that the less attractive forms of generation,

like coal, must be used.

• Peak periods add to the amount of new generation,

transmission and distribution infrastructure Ontario must

build and electricity consumers must pay for. So working

together to reduce our use at peak times makes good sense.

Smart meters and Time-of-Use rates are new energy

management tools that will enable you to help smooth

“peak demand” and manage your electricity costs.

Want to knoW more?

The smart meter information for your home or business is online!

Go to www.torontohydro.com/tou to see exactly when you’re

using off-peak (lowest price), mid-peak (mid price) and

on-peak (highest price) power.

SATSUN

33??

note: If you do not have access to the Internet,

please contact us at 416.542.8000.

here are some sample charts that will help you manage your electricity use and take advantage of time-of-use rates. register now to see your usage at www.torontohydro.com/tou

here are load Shift tipS to prepare for time-of-uSe rateS:

• Run your dishwasher at night after 10 p.m.

• Do your laundry either in the evenings after 10 p.m. or

on weekends

• Put your electronics on power bars with timers

• In summer, try not to run your air conditioner in the middle

of the day during the week

Here are some typical costs to run appliances during the

various times of day:

ClothesDryer(1 load)

ClothesWasher(1 load)*

* Plus the cost of heating water. Note: Electricity prices change every six months (May and November). Visit the Ontario Energy Board at www.oeb.gov.on.ca for current pricing details.

ElectricStove(1 family meal)

Central AirConditioner(1 hour)

Dishwasher(1 load)


8.8¢/kWh

MID-PEAK(Mid price)

7.2¢/kWh

OFF-PEAK(Lowest price)

4.0¢/kWh

20¢

2¢

50¢

14¢

7.4¢

36¢

3.6¢

90¢

25.2¢

13.3¢

44¢

4.4¢

$1.10

30.8¢

16.3¢

RegisteR at www.toRontohydRo.com/tou to view youR time-oF-use electRicity consumption

As part of the provincial plan to create a culture of conservation in Ontario, we replaced the old electricity meter at your home or business with a new smart meter. The smart meter will read the amount of electricity you use and the time of day/day of the week you use it. In the future, the cost of electricity will be calculated using new “Time-of-Use” (TOU) rates. You will be provided with advance notice prior to being moved to the TOU pricing structure.

leaRn moRe about how you use electRicity To help you prepare for the Time-of-Use pricing structure, you can now obtain up-to-date feedback about your electricity use – including how much you consumed within each Time-of-Use period. Register today at www.torontohydro.com/tou and go online anytime.

time-oF-use RatesEffective November 1, 2008, the Time-of-Use (winter) prices are:†

what you can do to take advantage oF time-oF-use RatesTime-of-Use rates are based on which times of day – or days of the week – experience the highest and lowest electricity demands across the province of Ontario. When demand for electricity and production costs are at their highest, the rates will be “on-peak” rates; when costs go down, so will rates.

For example, by running your dishwasher during a low-demand time – say, after 10 p.m. on weeknights – or by doing your laundry on the weekend, you can reduce your electricity costs because you’ll pay the lower “off-peak” rate. You’ll see the different time periods and some examples of Time-of-Use rates in the enclosed guide.

For more information, please visit www.torontohydro.com/tou or call us at 416.542.8000 today – and find out how Time-of-Use rates can help you manage your electricity costs.

Learn more about Time-of-Use rates

Sincerely,

DaviD s. o’brien President and Chief Executive Officer Toronto Hydro Corporation

oFF-peak: (Lowest Price)

4.0¢/kWh

mid-peak: (Mid Price)

7.2¢/kWh

on-peak: (Highest Price)

8.8¢/kWh

†Note that electricity prices change every six months (May and November). You can visit the Ontario Energy Board at www.oeb.gov.on.ca for current pricing details.

Time-of-Use rates

The stable supply of electricity in our province is critical to our economic future and social well-being, but building new generation facilities is only part of the solution. Reducing the amount of electricity we consume is just as important.

Smart meters and Time-of-Use rates are critical parts of the plan. A smart meter tracks how much electricity you use and when you use it – key information to help you better manage your electricity.

Project Scope:

— Research various options for giveaway reminders and exhibit options

— Copywriting, design, charts & graphs, stock photography

— Project management through production and delivery of all components

Shown Here:

—8-panel, 4x9 brochure explaining Time-of-Use rates

—Letter to customers

—Reminder sticker / magnet

— 8x10 booth backdrop

—10x10 tent and counters with graphic wraps for events

—14’ flag to capture attention at events

NEW

TIM

E-O

F-U

SE

RA

TES

NEWTIME-OF-USE

RATES

Lowest rates will beat night, weekends

and holidays

NEWTIME-OF-USE

RATES

Learn how to shift and conserve your

electricity use





7 a.m.

OFF-PEAK*

(Lowest price)


MID-PEAK(Mid price)


OFF-PEAK*



11 a.m.

5 p.m.

10 p.m.

7 a.m.

11 a.m.

5 p.m.

10 p.m.

8 p.m.




Toronto Hydro – CityWise Newsletters

Toronto Hydro is owned by the City of Toronto, so it’s important for the corporation to keep their shareholder and related stakeholders such as city politicians and bureaucrats informed about their activities and plans. In addition to helping councillors answer questions for their constituents, the CityWise newsletter provides content that they can use in their own newsletters.

Also, CityWise gives updates by ward of construction activity that may disrupt citizens along with news about conservation and incentive programs.

Results

CityWise has very high open rates. We’ve had good feedback from

councillors who appreciate being informed ahead of time so they

can communicate pro-actively with their constituents. With the

newsletter, Toronto Hydro is able to stay ahead of issues, rather

than having to react.

Project Scope

We provide complete newsletter services from editing the rough stories provided, photo research and formatting, layout, testing, deployment and reporting.

Shown Here

— December 2009 issue

— June 2009 issue

— March 2009 issue

Horizon Utilities

Horizon Utilities Corporation is one of the largest municipally-owned electricity distribution companies in Ontario, providing electricity and related utility services to more than 230,000 residential and commercial customers in the Hamilton and St. Catharines region.

The Power Savings Blitz program offers businesses up to $1,000 in energy improvements to their facility with no obligation. The goal of the program is to immediately increase energy efficiency and also create demand for further energy savings measures.

Results:

The Power Savings Blitz program is solidly booked. A key is-

sue had been credibility – business owners were sceptical that

they could receive up to $1,000 in improvements with no strings

attached. The testimonial approach, featuring fellow business

owners in the community, gave Horizon customers the added as-

surance to sign up.

Project Scope:

The goal of this project was to support the sales teams who called on businesses door to door to encourage them to participate in this innovative program.

For this project, we provided: — Concept, design, copywriting and production for a 4-page brochure and mini-website — Directed photography for all testimonials — Project management

Shown Here:

— Cover and inside spread of brochure

— Pages of the Power Savings Blitz mini-website

Context C

reative // Project N

ame // P

roject Description

Horizon Utilities

Horizon Utilities Corporation is one of the largest municipally-ownedelectricity distribution companies in Ontario, providing electricity andrelated utility services to more than 230,000 residential and commercialcustomers in the Hamilton and St. Catharines region.The Power Savings Blitz program offers businesses up to $1,000 inenergy improvements to their facility with no obligation. The goal of theprogram is to immediately increase energy efficiency and also createdemand for further energy savings measures.

Results

The Power Savings Blitz program is solidly booked. A key issue

had been credibility – business owners were sceptical that

they could receive up to $1,000 in improvements with no strings

attached. The testimonial approach, featuring fellow business

owners in the community, gave Horizon customers the added

assurance to sign up.

Project Scope

The goal of this project was to support the sales teams who calledon businesses door to door to encourage them to participate in thisinnovative program.

For this project, we provided:— Concept, design, copywriting and production for a 4-page brochure and mini-website— Directed photography for all testimonials— Project management

Shown Here

— Cover and inside spread of brochure

— Pages of the Power Savings Blitz mini-website

Volunteer Centre of Toronto

The Volunteer Centre of Toronto is the city’s leading resource for helping volunteers and organizations come together, promoting thedonation of time and talent throughout the community. To assist their mission of strengthening the concept of voluntarism, Context volunteered to strengthen their brand through a redesign of their logo and associated support materials.

Project scope:

— Logo— Folders— Business Cards— Bookmarks— Stationery

Results:

The Volunteer Centre of Toronto now displays a professional

and dramatic look to potential clients. The new design also

has delivered a new pride to everyone involved with the

Volunteer Centre of Toronto.

Shown Here:

FoldersBusiness CardsBookmarksStationery Logo

context creative // carbon zero //

CarbonZero

CarbonZero is a social enterprise committed to helping individuals, organizations and businesses neutralize their greenhouse gas emissions. The CarbonZero team believes that carbon offsetting is an important way to combat global warming. They provide carbon offsets, which are a real and permanent reduction of greenhouse gas emissions.

Results

In a highly competitive market, CarbonZero is establishing them-

selves as a reputable source of carbon offsets for individuals,

corporations and other organizations.

Project Scope

— We wanted to help spread the word, and developed an identity package, advertising and a trade show booth to get CarbonZero noticed.

— For CarbonZero, we created: • Logo and identity package, including stationary, cards, and

electronic stationary • Billboard campaign • Tradeshow booth with logos

Shown Here

— Outdoor advertising campaign

— Stationary

— Identity design

Ministry of Environment –Annual Report on Climate Change

To announce the progress it had made in the past year in cutting its green-house gas (GHG) emissions, Ontario’s McGuinty government commissioned an Annual Report on Climate Change. This report for the Climate Change Secretariat (reporting directly to Premier Dalton McGuinty), outlines the province’s accomplishments, targets and action plans. It was unveiled at the United Nations Climate Change Conference in Copenhagen.

Results

The Annual Report was a key tool for the Ontario Government’s

delegation at the United Nations Climate Change Conference in

Copenhagen.

It will be used through the coming year to drive and monitor

further progress in achieving the stated targets.

Project Scope

— Annual Report in both English and French (76 pages English, 82 pages French) plus 8-page summary versions in both languages.— Innovative landscape format designed for optimum on-screen

experience when viewing in the preferred PDF format.— Distributed via electronic media with relatively few printed copies.— Designed to be highly usable and useful with real facts and figures

that an average reader would understand. Text call outs and photography from Ministry archives impart contrast and structure.

Shown Here

— French and English Covers

— Inside page detail

— Details of Section Start and Chart

— PDF Section Start Page

Documents

Context Energy Marketing