Case Studies
Image, Recruitment and Retention Campaign
Client:
Canadian Bar Association
Challenge:
Building on years of communication planning work conducted on behalf
of the CBA, Delta Media moved quickly to plan, develop and implement a
national advertising campaign with two primary objectives – to enhance
the image of the legal profession in Canada and to promote the benefits
of CBA membership among members and potential members. Our team worked
effectively with high-profile broadcast and print media to implement a
customized media buy within very tight time-frames.
Project:
- Our team worked diligently to write, develop, produce and implement
a customized media plan for the Association and moved forward in placing
ads with key print and broadcast media outlets.
- Delta Media designed and produced a series of print advertisements
conceived to help raise awareness of the work that lawyers do as part
of the profession and as part of the community. The ads also worked
to highlight the benefits of CBA membership to members and potential
members.
- Our team produced a television spot in both French and English that
featured a real-life lawyer working in the community and in the courtroom.
- Advertisments were aimed at enhancing the image of lawyers and the
legal profession and were placed in a variety of media outlets including
Maclean’s and L’actualité. The television spot was
broadcast during programs on CBC, Newsworld and RDI. Targeted advertising
in student law publications was also undertaken, allowing the CBA to
reach potential future members.
Result:
As a result of this concerted and customized advertising campaign, Delta
Media was able to obtain a total reach of over 17 million across Canada
for the Association. The success of the campaign can also be measured
through the momentum the campaign has generated among the Association’s
provincial sections, which continue to actively support both provincial
and national advertising.
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