Case Studies
Launching the Interjurisdictional Canadian Consumer Information Gateway
Client:
Industry Canada's Office of Consumer Affairs
Challenge:
To revise the Consumer Information Gateway's strategic communications
plan to promote the provincial and territorial governments as new
partners in the initiative and drive traffic to the site.
Project:
- Conduct a strategic development workshop with partners from all participating
departments, provinces and territories
- Write a marketing brochure
- Manage a set of focus groups to test the functionality and concept behind the
interjurisdictional site
- Write, translate, distribute media materials
- Develop and coordinate a launch event for the Gateway
- Conduct media relations for the launch event at the Toronto Eaton Centre
- Conduct on-site supervision management for the launch
- Act as French language co-host for the launch
Result:
- The launch was well attended by many business people, government
representatives and shoppers
- More than 10 media outlets attended the launch, resulting in extensive coverage
on the evening newscasts and the following day in newspapers across the country
- Global TV's "Consumer Smart" reporter, Sean O'Shea, provided
further evidence of the site's usefulness to Canadians by including
a link to the Gateway on Global's own site
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