YOU ARE WELCOME - CAMPAIGN HIGHLIGHTS€¦ · Simply Stacie (139,809 audience) Big Daddy Kreativ (47,000 audience) She Does the City (32,345 audience) ! Little Miss Kate (34,249)

YOU ARE WELCOME - CAMPAIGN HIGHLIGHTS

Position MNCFN in such a way as to further its aspirations and create a catalyst for a broader working relationship with its neighbours.

Give MNCFN a strong voice for all Aboriginal peoples of Canada.

Participate in the national and international profiling/awareness benefits of the Pan Am Games opportunity.

XTM-‐RESTRICTED & CONFIDENTIAL 2

OBJECTIVES þ

Augment the grass-roots MNCFN activities with a supplementary campaign that is noteworthy and memorable with an actionable plan that creates a tangible manifestation of the rightful position of MNCFN within the Pan Am Games.


STRATEGY

PROGRAM OVERVIEW


#YouAreWelcome Food Truck

YouAreWelcome2015.com

@YouAreWelcomeTO Social Media

@YouAreWelcomeTO Social Media

Public Relations Support

You Are Welcome Card Program


CAMPAIGN HIGHLIGHTS


We secured a total of 94 stories and were able to generate mass awareness with top tier media outlets like CBC, Canada AM, The Social and The Toronto Star. All coverage was 100% positive, on-brand and on-message!

PR HIGHLIGHTS

94 STORIES

SURPASSING INDUSTRY STANDARD OF SUCCESS BY 8.3 TIMES! Total Media Impressions: 29 Million Industry Standard: 3.5 Million Cost-Per-Contact: $0.006 Industry Standard: $0.05 MR2P Quality Score: 106.3% Industry Standard of Success: 75%

Total Number of Stories: 94 Media Interviews: 19 Major Television Shows: 8 Program Tone: 100% Positive


PR HIGHLIGHTS

TWO INCREDIBLE SPOKESPEOPLE

Together, Chief LaForme and Chef Wolfman generated 18

million positive media impressions with their

interviews!


DIGNITARY OUTREACH

PR HIGHLIGHTS The You Are Welcome campaign received a tremendous amount of support from Canadian politicians who sampled food and jumped at the chance to put on a branded apron, hop in the truck and serve food to the people of Toronto!

Dignitaries who showed their support: Elizabeth Dowdeswell, Lieutenant Governor of Ontario – July 13 Bonnie Crombie, Mayor of Mississauga – July 13 Michael Coteau, Minister of Tourism, Culture and Sport – July 13 Mitzie Hunter, Associate Minister of Finance – July 13 Allan Thompson, Mayor of Caledon – July 13 Harry Hughes, Mayor of Oro-Medonte – July 13 Monte McNaughton, MPP for Lambton-Kent-Middlesex – July 13 Isadore Day, Regional Chief of Ontario –July 16 Minister Zimmer, Minister of Aboriginal Affairs – July 17


The Social

PR HIGHLIGHTS


5,921 Combined online following

DIGITAL HIGHLIGHTS

207,452+ Combined Impressions

Industry Standard: 10,000-20,000 (Instagram not included)

Canada, U.S., UK, Brazil

Top Countries

Toronto, Calgary, Mississauga, Brampton, Montreal, Barrie,

Winnipeg, Burlington, Edmonton, Saskatoon

Top Cities

Social Media


We were able to amplify our message online by successfully engaging with the following dignitaries: Kathleen Wynne, Premier of Ontario Elizabeth Dowdeswell, Lieutenant Governor of Ontario Bonnie Crombie, Mayor of Mississauga Michael Coteau, Minister of Tourism, Culture & Sport Mitzie Hunter, Associate Minister of Finance Allan Thompson, Mayor of Caledon Harry Hughes, Mayor of Oro-Medonte Monte McNaughton, MPP for Lambton-Kent-Middlesex Isadore Day, Regional Chief of Ontario Minister Zimmer, Minister of Aboriginal Affairs

DIGITAL HIGHLIGHTS Social Amplification

Canada AM Blog TO

The Social Global News Toronto Star Toronto Sun

CBC

12

DIGITAL HIGHLIGHTS Social Amplification


DIGITAL HIGHLIGHTS Youtube

31,000+ Lifetime Views

Audience Location Top Countries: 1.  Canada 2.  Vietnam 3.  Thailand 4.  Mexico 5.  Cambodia

32s Average Viewtime

The pre-roll commercial video did very well. The majority of the audience engaged is between 18 and 34 years old. This audience is the key audience brands are trying to appeal to, so it is a rare success that the commercial has appealed so strongly to this age group. The average view time is 32s. Because the video is 33s long, this means that the majority of people are watching the video to the end or near the end.

DIGITAL HIGHLIGHTS


Blogger Outreach

Blogging Partners:

292,454 Combined Audience Reach

Simply Stacie (139,809 audience) Big Daddy Kreativ (47,000 audience) She Does the City (32,345 audience)

Little Miss Kate (34,249) Do the Daniel (20,500) Abbey’s Kitchen (20,551 audience)

DIGITAL HIGHLIGHTS


Website

6,481 Site visits

The site proved to be a valuable campaign hub where our audience went to learn more about MNCFN, get recipes, follow the truck and get their You Are Welcome cards. As the campaign ramped up, visitors began engaging more with the site. Bounce rates decreased by 41%.

720% Increase in

Social traffic

1243% Increase in

Organic traffic

02:06 Avg. Session Duration

Page Visit Durations: Recipes: 03:54 Map: 0:35

Home: 02:57 Your Host: 01:36


PAID MEDIA HIGHLIGHTS

Our social listening technique reveals positive-only sentiments towards paid media. It’s a rare success to see people posting print ads online!

130m EsDmated Impressions


CHI MEEGWETCH

Documents

YOU ARE WELCOME - CAMPAIGN HIGHLIGHTS€¦ · Simply Stacie (139,809 audience) Big Daddy Kreativ (47,000 audience) She Does the City (32,345 audience) ! Little Miss Kate (34,249)