A Presentation to

The CCMNA Presentation to

The CCMN

Fieldstone Marketing & Communications Ltd.

and

Baron Communications Ltd.

April 6, 1999

Fieldstone Marketing & Communications Ltd.

and

Baron Communications Ltd.

April 6, 1999

Who is Fieldstone/Baron?Who is Fieldstone/Baron?

• Strategic partnership involving

two established Calgary-based agencies:

1. Fieldstone Marketing & Communications1. Fieldstone Marketing & Communications– Full-service agency with 31 employees, offices in Calgary &

Regina– Began in 1984– Clients include:

• Royal Bank• National Sport Centre• Growing Alberta• Huron Carole• Many national and international agricultural accounts

2. Baron Communications2. Baron Communications

• Established in 1987

• Full-service Media Operation

• 10 Employees

• Clients include: Canada Olympic Park

– Cadillac Fairview Malls (W.Canada)– CP Hotels (Alberta)– Calgary Co-op– Karo– Brewster Transportation– Totem Building Supplies

Baron CommunicationsBaron Communications

• Complete the “Agency” Picture

Media Strategy & Planning

Media Buying & Negotiating

Media “counsel” (evals, unbiased PofV)

Research

• Housekeeping and tracking systems

Operating PhilosophyOperating Philosophy

• Somewhat different than many communications agencies

– Clients want and deserve the best, at a realistic cost– The best services and expertise aren’t always in-house– Partnering provides “1st class results” and efficiencies

• Both agencies have been partnering for over 12 years

• Keys to good partnerships– Clearly defined roles and responsibilities– People who are totally committed to working for the

good of the client

Areas of FocusAreas of Focus

Focus on communications that works– Won many national and international awards– What’s important is the client’s success– Good communication involves more than good

advertising– Royal Bank ‘Supplier of the Year’ award

High Priority on Administrative excellence – Many 10 year + clients

Areas of FocusAreas of Focus

Value is essential

– Focus on efficiency– Focus on results

Partner with clients

– Be part of their team– Be FUN to work with– Compensation arrangement should encourage

partnership

Our U of C TeamOur U of C Team

Kim McConnell Strategic Director

Mario Amantea Creative Director

Max Fanderl New Media Director

Megan Sanders Account Director

Cheryl Baron Chairman, Baron Communications

Marie Hansen Print Supervisor

Ranjit Dhanjal Media Buyer

Charles Cummins President - Baron Communications

Kim McConnell Strategic Director

Mario Amantea Creative Director

Max Fanderl New Media Director

Megan Sanders Account Director

Cheryl Baron Chairman, Baron Communications

Marie Hansen Print Supervisor

Ranjit Dhanjal Media Buyer

Charles Cummins President - Baron Communications

Priority #1: A Communications PlanPriority #1: A Communications Plan

• Believe strongly in working from a plan

– ‘Act’ vs ‘React’– Major efficiencies and cost savings– Identify partnership, funding and contra opportunities– Determine the most appropriate mix of communications

vehicles

• We believe strongly that:

– Plans will make our job easier and more effective– Plans will enhance the effectiveness and morale of faculty,

departmental staff at the U of C

Our Offer Our Offer

• Work with the Director of Marketing and each faculty and major department

• Develop individual marketing communications plans

• The Cost?

– Faculties and departments with communications budgets of greater than $20,000 = $1,500

– Faculties and departments with less than a $20,000 communications budget = No charge

• Why?

The Major ComponentsThe Major Components

1. Where Are We?1. Where Are We?• Situation Analysis

• Target Audiences

• SWOT

• Partners - sponsors/contra

• Past Goals and Strategies

• Past Tactical Activities (What’s worked and what hasn’t?)

• Advertising Campaigns - creative & media

• Collateral Materials - creative and distribution

• Direct Marketing - creative & distribution

• Promotional Materials, Displays & Tradeshows

• Website development

• Communications Activities - media relations & special events

• Expenditures• Key Contacts/Approvals/Input Process

2. Where Do We Want Be Tomorrow?2. Where Do We Want Be Tomorrow?

• Awareness Goals• Image/Perception Goals

3. How Are We Going To Get 3. How Are We Going To Get There?There?• Specific Actions

• What • Who’s Responsible• Timing

• Potential Partners• Contra Opportunities• Budget Allocation• Follow-up Procedures ….. Did it work?

The ProcessThe Process

Sample Workflow OutlineSample Workflow Outline

Step 1 Notify Ann MacDiarmid and Susan Francis or Maureen Healey about

your project.

Step 2 Call Megan Sanders at Fieldstone to arrange a briefing on:

• background, project requirements, quantities, budget, etc.

• if appropriate, provide photos, copy, charts or other items to be

included.

Step 3 (optional) Agency prepares creative brief. You approve prior to

work beginning.

Step 4 Agency provides preliminary estimate. If approved, work proceeds.

The ProcessThe Process

Step 5 Agency presents comps, draft copy.

Once concept is approved, final estimate is provided.

Step 6 Once final estimate is approved, production commences.

Step 7 You review first laser, making changes if required.

Step 8 You review revised laser to approve for printing or to make

further changes.

Note: If more than two rounds of changes are requested, or if the changes

are required as a result of a change in your direction, a supplementary

estimate for the additional work will be issued.

Step 9 Agency places final files on disk and proceeds to film and printing.

Step 10 Agency delivers the brochure quantities o specified location(s).

Managing Day-to-Day ElectronicallyManaging Day-to-Day Electronically

Why We’re Excited to Work With U of CWhy We’re Excited to Work With U of C

• University of Calgary is a dynamic institution located in a vibrant city and a growing province

• University of Calgary is an important part of our home city

Please Accept Our OfferPlease Accept Our Offer

• Meet with your team

• Contact Marketing and arrange a Planning Session

• Let’s move forward, together!