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SEE HOW ROGERS VIDEO SHAMELESSLY
WENT ABOUT WINNING THE 2002
BCAMA MARKETER OF THE YEAR.
PLUS • Career Corner: Hear From Marketing Professionals
• Feature Articles: So How Do You Get Your Brand Out There? • BCAMA Calendar Of Events
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Message from the President
September. Like Pavlov’s dogs, the approach of this month
always makes me feel queasy. I never quite remember why I
instinctively want to avoid September, until, while shopping at
my local Staples, I see racks of purple notebooks, Bic pens and
Laurentian pencil crayons.
Ah, yes, it is back to school time.
Editor Donna Burton
[email protected]
Production, Bryant, Fulton+Shee
Layout and Design [email protected]
2002/2003 BCAMA BOARD OF DIRECTORS
President Theresa Mackay
604.641.2623
Past President Tammy Towill
604.839.0402
President-Elect Janet Anderson
604.681.2772
Vice President Diana Mulvey
604.646.6380
Treasurer Susan Stuart
604.231.2013
Web Site Jodi Fichtner
604.737.3863
Vision 2003 Danielle Wilson
604.617.4465
Special Events Lisa Graff
604.684.4237
Sponsorship Elma Melhus
604.609.5877
Member Services TBD
Speaker Series Brita Cloghesy
604.641.1191
Speaker Series Cynthia Haapanen
604.322.6464
Faculty Relations Barry Hogan
604.456.8066
Collegiate Relations Michelle Petrusevich
604.725.9275
Volunteer Relations Meenu Bakshi
604.640.3090
Marketing Marshall Stern
Communications 604.684.6359
Production, Laura McBride
Layout and Design 604.602.6410
Editor marketline Donna Burton
604.430.9585
BCAMA Marketer of the Year Award Gala
Wednesday September 25, 2002
5:00PM — 9:00PM
Westin Bayshore Resort & Marina
Vancouver BC
Mark it in your calendar today!
The thought of this makes me flashback to shopping for new school clothes with my
Mom and then saving my purchases in my closet to wear after Labour Day. And halflistening to my Dad as he rationalizes why I should re-use last year’s metal box of
paints instead of buying new.
The uneasiness quickly dissipates however when I remember that the freshly shrinkwrapped pad of paper I am buying is for the new “Making Sushi: beyond the California
roll” continuing education course I have registered for. No matter what your age,
September is a time to learn again.
As we embark on another BCAMA season, we have great plans to bring you leadingedge marketing topics to further your marketing knowledge. From award-winning case
studies, to practical techniques you can put to use immediately, our Board of Directors
event team — Brita Cloghesy (HSBC Bank Canada); Lisa Graff; Cindy Haapanen
(CS Haapanen Management & Marketing Consulting); Tammy Towill (TD Taylor &
Associates); and Danielle Wilson (Tourism BC) — has been hard at work to bring you
the most compelling speakers, events and continuing education programs. Just wait
to see what they have in store this year for Vancouver’s marketing community!
So, enjoy the back-to-school flashbacks and don’t avoid the school supplies aisle —
pick up some new paper and join us at our events. You just might learn something new.
Theresa Mackay
BCAMA President
INSIDE...
CAREER CORNER > Hear What Marketing Professionals Have To Say..............
7
COVER > BCAMA Marketer of the Year Award Winner ..................................
9
FEATURE ARTICLES >
So How Do You Get Your Brand Out There? ............................................... 13
Creating Awareness in Daily Papers............................................................ 14
L O R I C H A L M E R S , N AT I O N A L S A L E S M A N A G E R , T H E VA N C O U V E R S U N A N D T H E P R O V I N C E
A Basic Guide to Radio for the New Brand Manager .................................... 15
K E I T H P E L L E T I E R , D I R E C T O R O F M A R K E T I N G , N E W S 113 0 R A D I O
Does Apple Computer Have Anything to do with Apple? ............................. 16
BRETT MANLOVE, GENERAL SALES MANAGER, GLOBAL BC/CH TELEVISION
Word Out to Word of Mouth ...................................................................... 17
B R I A N J . G R A H A M , S E N I O R A C C O U N T E X E C U T I V E , C A N A D A N E W S W I R E LT D .
BCAMA CALENDAR OF EVENTS ..................................................................... 23
www.bcama.com
fall 2002 marketline
3
BCAMA Announcements
BC Employers
Target BCAMA
Marketing
Community
Online
BCAMA Welcomes
BFS as New AOR
The British Columbia Chapter of the
American Marketing Association
(BCAMA) proudly welcomes Bryant,
Fulton+Shee (BFS) as its new Agency
of Record (AOR) for 2002 through
to 2005.
BCAMA President Theresa Mackay
said, “It is a privilege to be working
with a team of this caliber. BFS will be
instrumental in the continued growth
and success of the BCAMA, and we
look forward to this exciting venture
over the next few years.”
Over its twenty-five year history, BFS
has built a reputation as an agency
with a strong strategic and creative
track record. In 2001, BFS was ranked
in the top four creative agencies in
Canada, and for the last four years it
has consistently been ranked in
Canada's top ten. With billings over
$60 million, BFS is one of Western
Canada's leading agencies.
Through the years, BFS has created
some very effective advertising. The
type of brand building advertising that
grows share, changes attitudes and
ultimately makes profits for their
clients. BFS believes the best advertising is based on a unique and insightful
proposition. Through the use of proprietary strategic tools, such as its
Disruption and Connections Planning
processes, BFS unlocks compelling
brand truths that lead to advertising
that gets talked about.
The British Columbia Chapter of the American
Marketing Association (BCAMA) has provided many of BC’s prominent employers
with an opportunity to connect directly with
BC marketers through its online job bank.
Employers have been posting marketing jobs
here since the BCAMA Job Bank was launched
in spring 2000.
Trish Eng from Pinton Forrest & Madden said,
"The BCAMA Job Bank has been useful for
all marketing searches that we do, even at
the VP level. We will definitely continue to
use the site in the future!"
“Targeted employment recruitment is key in
our diverse marketplace,” said BCAMA Web
Site Director Jodi Fichtner. “ If you’re an employer
looking to attract BC’s top marketing talent,
At Vision 2002, American
Marketing Association CEO
Dennis Dunlap remarked in his
opening speech that although this past year
has been particularly challenging, he was in
awe at the support of the BC marketing community throughout the year and in particular at this sold-out event.
To learn more about posting jobs at the
BCAMA Job Bank or to view current employment opportunities, visit www.bcama.com/jobs.
Vision 2002 attendees enjoy networking at its finest.
“With the caliber of speakers at this year’s
Vision conference, it is evident that BC marketers demand a professionalism and level
of expertise that has contributed to the success of the BCAMA. Congratulations to all
of you,” Dunlap concluded.
Both topics and speakers rate as the most
important reasons why people attended Vision
2002 (both scored 4.5 out of 5 on the Vision
survey). The conference hosted a terrific line
up of speakers, including headline speaker
David Foot who received the highest ever
rating for a speaker at a Vision conference
(mean score of 9.2 out of 10).
Carol Vincent from Redbird Communications
won a case of Mission Hill
Family Estate Wine. Congrats!
marketline fall 2002
In addition to attracting employers, the BCAMA
Job Bank serves as a reliable source for
employment leads for marketers. Contributing
to an 89% increase in unique user sessions
to the site over the past two years, valueadded options such as easy online BCAMA
event registration and the ability to download archived copies of marketline, BCAMA’s
prestigious quarterly marketing magazine,
continue to draw marketers to the BCAMA
Job Bank.
Vision 2002
A Huge Success!
BUT WHO WON THE CASE OF WINE…
4
posting a job with BC’s premier marketing association offers employers a cost-effective way
to gain exposure in this community.”
Vision 2002 speakers captivate attendees.
BCAMA and the BC marketing community had the
pleasure of AMA CEO Dennis Dunlap’s opening address
at our Vision Conference 2002. Pictured with
Mr. Dunlap are Vision 2002 Chair Susan Archibald
(left) and 2001/2002 BCAMA President Maureen
Rutherford (right).
www.bcama.com
BCAMA Annoucements
2002/2003 BCAMA
Board of Directors
In the spring of this year, nineteen Vancouver
marketers were successfully elected by BCAMA
members to serve as directors and executive
on the 2002/2003 BCAMA Board.
Board members always have their own reasons for wanting to volunteer for the BCAMA.
Some do it to increase their client base, others enjoy volunteering to expand their marketing skills and still others want to network
for future job possibilities. Yet despite the
variety of reasons, every board member has
one reason in common: they want to volunteer their time to strengthen the BCAMA to
benefit the local marketing community.
Next time you see these people, thank them.
Their hard work and dedication is what
allows all of us to enjoy the benefits of being
associated with the BCAMA and fellow
Vancouver marketers.
Front Row: Theresa Mackay, Tammy Towill, Diana Mulvey, Jodi Fichtner, Brita Cloghesy, Donna Burton, Cynthia
Haapanen, Michelle Petrusevich Back Row: Janet Anderson, Susan Stuart, Elma Melhus, Barry Hogan, Laura
McBride, Marshall Stern, Lisa Graff, Danielle Wilson, (Cheryl Iseli, BCAMA Office). Missing: Meenu Bakshi
How to Become a BCAMA Board Member
1. Volunteer your time on a BCAMA committee. Contact Volunteer Director Meenu
Bakshi at [email protected].
2. Become a BCAMA member. For information on membership visit www.bcama.com
or www.marketingpower.com.
3. In January of the year you wish to serve,
obtain a board nomination form via one
of the following methods:
a. Visit www.bcama.com.
b. Wait to receive a nomination form,
sent by fax to all current members in
January every year.
c. Contact the BCAMA office.
4. Complete the nomination form yourself
o r h ave a n o t h e r B C A M A m e m b e r
nominate you and send the form in to
2001/2002 BCAMA President Maureen Rutherford (left)
and new BCAMA President Theresa Mackay (right)
The AGM
Toasting the 2001/2002 Board and introducing the 2002/2003 Board, the BCAMA hosted
a swanky Annual General Meeting (AGM)
at the Crush Champagne Lounge June 4. We
were pleased to see Past Presidents, students,
volunteers from our committees, members
and plenty of new faces at this year's party.
BC MARCOM
Associations Council
In December of 2001 Theresa Mackay, current BCAMA President, and Ellie Sykes,
President of Professional Marketing Research
Society (PMRS), organized a meeting of key
people from marketing, advertising, public
relations and communications associations
in the Vancouver area.
Diana Mulvey has since passed the Special
Events torch on to Lisa Graff, but she wanted
to extend a special thank you to the AGM
organizing committee: Peter Bent, Sabine
Granoux, Susan Hancock, Dixie Quintanilla,
Marisa Zawacki and Lisa Graff.
The purpose? To gather everyone together
and discuss the upcoming event calendars
for their associations for the next 18 months.
Aptly named the BC MARCOM Associations
Council, the group endeavored to proactively
address the frustration of hitting the same
or overlapping target markets on conflicting
event dates.
We would also like to thank Bryant, Fulton
+Shee for the event creative, Benwell Atkins
for printing assistance, Signs Now Yaletown
for signage, KPMG for AV equipment, Jeff at
Crush for his input into the event and Mission
Hill Family Estate for the wine tasting.
According to the participants, the Council was
a long time in coming and a much-needed
gathering. Now the group meets quarterly not
only to discuss calendars, but to share best
practices as well. Look for new developments
from the Council in the coming months.
www.bcama.com
the BCAMA office by the noted deadline. Be sure to indicate your areas of
strength and the particular chair(s) you
are interested in.
5. Your name will be added to the election
ballot, which will be sent to all BCAMA
members for voting in February. Votes
are tallied and the current President-Elect
will notify you of the decision in March.
6. If you are not elected, you should consider returning to a committee and re-submitting your name again the following
year. If you are elected, the President-Elect
will discuss your role with you and communicate the date of the new board member orientation meeting.
Lotus Awards 2002
Where do the insights come from to produce
great creative? Come and find out as some
of North America’s leading creative professionals entertain us prior to judging this year’s
Lotus Awards.
LOTUS AWARDS — JUDGES BREAKFAST
When: Friday October 4, 2002
Where: The Westin Bayshore Resort & Marina,
Vancouver
Breakfast & Discussion: 7:30AM — onwards
Tickets: $25 + GST. Call John Hall at Cossette
Communications at 604.922.6995 or email
him at [email protected].
THE LOTUS AWARDS SHOW AND PARTY
When: Thursday November 14, 2002
Where: The Westin Bayshore Resort & Marina,
Vancouver
Cocktails & Schmoozing: 5:30PM — 7:30PM
The Show: 7:30PM — onwards
Tickets: $95 + GST. Reserve online at
www.lotusawards.bc.ca or call Jonas Young
at Command Post/Toybox at 604.689.1090.
fall 2002 marketline
5
BU I L D I N G B R A N D S S I N C E 1976.
marketline Career Corner
SANDRA KEEN
Company
Crystal Decisions, Inc.
Title with brief job description
Director of Marketing responsible for developing
strategic marketing plans designed to move customers and prospects through a cycle of awareness, education, acquisition, relationship and
recommendation. This includes initiatives such
as market and customer research, advertising,
events, lead generation, variation marketing to
customers and prospects, revenue generation, and
relationship building.
Route to present job?
After completing university, I spent six years
working in smaller communications firms, moving from copy writing, to campaign development,
to strategic account planning. I then made the
jump to “client-side”, as Marketing Communications
Manager for Nortel. Four years and a lot of experience later, I joined Crystal Decisions, becoming Director of Marketing after seven months. My
role has continually evolved as our company has
grown and our marketing needs have become
more complex and global.
Best advice that impacted your career?
Don’t be afraid to make mistakes or state your
opinion if you can back it up with real facts, even
if it might be “unpopular”. Failure teaches you just
as much, if not more, than success. Be a true leader
– show initiative and take responsibility. On team
leadership — there are times when doing what’s
right is a better choice than doing what’s nice.
What was or is your biggest career challenge?
Communication. Change and information flow
happens at Internet speed, 24 hours a day. It’s a
big challenge to ensure that all those involved in
cross-departmental, cross-continent projects have
fast access to complete and accurate information.
What do you like the most and the least about
your job?
Most: First, the people. I’m very lucky to be working with highly dedicated, passionate and extremely
intelligent people who also want to have fun. It
makes my work challenging, rewarding and enjoyable. Second, the industry. High tech has had its
ups and downs recently but I love the ride.
Least: The stress. Some of it is self-induced, as I
push myself to be better, and some of it comes
from the need for our organization to always be
a step ahead of the competition. Stress isn’t necessarily bad, but it needs to be balanced with down
time both at the office and at home.
What advice would you give someone thinking
of entering your line of work?
Be flexible — direction, priorities, budgets, etc.
www.bcama.com
change constantly as high-tech companies maneuver through this crazy business environment.
Stay close to the customer — through research,
two-way dialogue, and behavior and preference
tracking. Speak to them in their language. Nothing
will turn a technical user off quicker than “fluff
marketing”.
Salary Range Expectations?
Depending on education and responsibilities, an
experienced marketing professional’s salary could
range from $60,000 - $125,000+, plus bonuses.
KARINA DAVIES
Company
The Fairmont Vancouver Airport
Title with brief job description
Director of Sales and Marketing responsible for
managing the total sales, reservations, advertising and promotional revenue generating efforts
within the hotel.
Route to present job?
While going to school for Early Childhood Education
in BC, I relocated to Alberta for a summer to work
at The Fairmont Banff Springs. That summer
stretched into 14 years after accepting an administrative position in the Sales Office. That began
my career path in hotel sales and marketing.
Best advice that impacted your career?
Pick your battles, as you are not going to win all
of them. Only put your energy into the ones that
really mean something to you.
What was or is your biggest career challenge?
Balancing the administrative tasks so they do not
overtake the time that I like to spend with the “people” side of the position.
What do you like the most and the least about
your job?
Most: The wonderful people that I work with and
have worked with in this industry. Also that the
hospitality industry is so small and no matter where
you move you always run into someone that you
have worked with previously.
Least: Working on the budget for the coming year,
as numbers are not my favourite part of the job.
What advice would you give someone thinking
of entering your line of work?
If you truly enjoy people and customer service
then the hotel industry is where you want to be.
However, it is not a nine-to-five job so be prepared
to work some extra hours.
Salary Range Expectations?
$60,000 and up depending on experience, the size
of the hotel and the market.
SUE KAFFKA
Company
Capilano Suspension Bridge & Park
Title with brief job description?
VP Marketing and Sales, accountable for the overall coordination, planning and organization of the
Sales and Marketing Department.
Route to present job?
Bachelor of Education from UBC. Taught English
and Art for 9 years before retiring to raise a family and take on the Squash Professional position
at Hollyburn Country Club. Began part-time work
at Capilano Suspension Bridge for my friend, Nancy
Stibbard, assuming a temporary Marketing Manager
role for the Manager who went on maternity leave.
She didn’t come back. I didn’t leave!
Best advice that impacted your career?
Surround yourself with good people. We are very
lucky at Capilano. Everyone brings something different to the table and it’s these committed, loyal
and smart people who make work so rewarding
and fun.
What was or is your biggest career challenge?
My biggest challenge is changing local perception
of Capilano Suspension Bridge and Park. Everyone
thinks they were “just at Capilano last year” and
when they do visit, they are surprised that the
paths are paved.
What do you like the most and the least about
your job?
Most: I like the way the team at Capilano pulls
together creatively and operationally. Perhaps this
is because our Operations Manager was once the
Marketing Assistant and our Assistant Marketing
Manager was the Assistant Operations Manager!
Also, every day is different. What I think I am
going to do when I come to work is rarely what I
end up doing.
Least: Financial restriction! The things we could
do with unlimited resources!
What advice would you give someone thinking
of entering your line of work?
Remember who your guest is. It probably isn’t
someone like yourself or your friends. You can
only exceed guests’ expectations by knowing them
and listening carefully to what they are saying.
Salary Range Expectations?
$60,000 – 120,000+
If you know someone in the BC marketing
community that you would like to
see profiled in our career corner, please
contact the marketline editor at
[email protected]
fall 2002 marketline
7
2002 BCAMA Marketer of the Year
BCAMA Marketer of the Year Selection Committee
The BCAMA Marketer of the Year Award (MOY) is one of BC's most
prestigious marketing awards. Representative of the marketing community, the BCAMA Selection Committee includes past winners,
agency and media representatives and key industry people who have
the knowledge and background to select the BCAMA Marketer of the
Year. And the committee is...
ANDREA SOUTHCOTT
MICHELE MATTHEWS
EVE LAZARUS
President of the
Advertising Agency
Association of BC
and President and COO
of Bryant, Fulton+Shee
Principal & Chief Catalyst
of m4 ideas inc.
Vancouver Correspondent
for Toronto-based Marketing
Magazine and author
of Frommer's with Kids
Vancouver, 2001
ERIK SANDE
STEVE MOSSOP
TAMMY TOWILL
Vice President,
Marketing and Sales,
HSBC Bank Canada
Senior Vice President
and Managing Director
of Ipsos-Reid’s Western
Business Unit
Owner of the independent
management consultant
company, T.D. Taylor &
Associates
For more information on the BCAMA MOY Selection Committee, refer to their bios and photos on pages 4 & 5 in the spring issue of marketline.
BCAMA Marketer of the Year Silent Auction
Join us for the first annual BCAMA Marketer of the Year Silent
Auction at the BCAMA Marketer of the Year Award Gala on September
25, 2002 at the Westin Bayshore Resort & Marina in Vancouver.
AND don’t forget about our Silent Auction! It’s a great place to get
amazing deals on everything from personal items to business
services.
Attend the premier marketing event of the season.
Buy your tickets to the 2002 BCAMA Marketer of the Year Award
Gala online at www.bcama.com.
Network with Vancouver's marketing elite. Learn the exceptional
and innovative marketing strategies used by the 31st Marketer of
the Year award winner.
BCAMA SILENT AUCTION DONATORS
• AG PROFESSIONAL HARE CARE
8
marketline fall 2002
• GERRIE WAUGH, REGISTERED PSYCHOLOGIST
• WENDI HEINRICHS, L.P.G.A. MEMBER AND TEACHING & CLUB PROFESSIONAL
www.bcama.com
BCAMA proudly presents this year’s Marketer of the Year… Rogers Video
Rogers Video Marketing Team
Packed with action and special cameos from
the Rogers Video celebrity ring, the Rogers
Video Story is a must see event. Experience
the Director’s Cut of the Rogers Video Story
at the 2002 BCAMA Marketer of the Year
Award Gala September 25, 2002 at the Westin
Bayshore Resort & Marina in Vancouver.
to developing consumer-centric marketing
programs and communications, has begun
the transformation of a commoditized video
rental product and service into a distinct,
compelling and relevant in-home entertainment brand.
STARRING: The Rogers Video Marketing Team
Join us on Wednesday, September 25,
2002 at the Westin Bayshore Resort
& Marina for a fabulous night of
entertainment and marketing expertise!
Register for the BCAMA Marketer
of the Year Award Gala at
www.bcama.com or call the
BCAMA Office at 604.983.6262 NOW.
Limited seating!
SCENE: Set in beautiful British Columbia,
Rogers Video stars as himself, saving the
human race from rodents and furry creatures
and delivering a lesson on how to market in
the world of retail entertainment.
BUZZ: Directed by the Rogers Video Marketing
Department, a zany cast of has-been eighties stars. Undisclosed sources say that many
of them live permanently up in Hollywood
North and spend much time at their studio
headquarters in Richmond, BC.
Make some popcorn, draw the shades, sit
back and learn about the special effects and
efforts Rogers Video made to take the marketing of retail entertainment to the next level.
TRAILER: Rogers Video’s ability to redefine
company culture, realign partnerships and
overhaul product and service, all with a vision
www.bcama.com
Through a multitude of relevant and motivating consumer contact points, from the
overall in-store experience to online, the
Rogers Video brand has successfully reengaged customers resulting in improved
awareness and perceptions resulting in
increased traffic and sales. The story of Rogers
Video is not about one advertising campaign.
It is about an entire company transformation
based on a new marketing strategy that turned
into a tangible company vision.
The business growth for Canada’s largest
owned and operated movie rental provider
was clear. Rogers Video needed to position
itself to be more than just a provider of videos
and games – the battle became domination
of top-of-mind with consumers when it comes
to in-home entertainment. Conceptually,
Rogers Video believed that the path to success was consumer-centric marketing and
communications. It was clear that rigor and
discipline were going to be key in understanding and then building a new, evolved
relationship with the consumer.
Fulfilling the company’s mission required a
very clear, tangible definition of the new Rogers
Video brand. The new definition needed to
have the power to inspire and be embraced
by over 3300 Rogers Video employees.
CREDIT HIGHLIGHTS: Founded in 1988. Largest
Canadian Owned and Operated Video Specialty
Retailer in the country. Fifth largest video
chain in North America. 268 Rogers Video
Stores located in Ontario, Atlantic Canada,
the 4 Western Provinces and the Yukon. Head
Office in Richmond, BC and a Distribution
Centre in Calgary. A Satellite Eastern Regional
Office in Toronto.
fall 2002 marketline
9
2002 BCAMA Marketer of the Year
Judge Not Lest Ye Be Judged!
Next came the submissions, a.k.a. ‘The Really
Difficult Part’. The presentations were good.
Very good. Documents detailing planning,
strategies, execution, results. VHS and DVD
presentations filled with terrific TV, radio
and more. Some succinct, others expansive.
All a rare inside look into the marketing thinking, actions and results of companies in BC.
BY MICHELE MATTHEWS,
PRINCIPAL & CHIEF CATALYST,
M4 IDEAS INC. – ‘GETTING THE
RIGHT MESSAGE TO THE RIGHT
CUSTOMERS’
As one who has had her new business, strategic and creative presentations judged hundreds of times, I found sitting on ‘the other
side of the bench’ a fascinating exercise.
Delighted to be asked to be on the panel evaluating the Marketer of the Year (MOY) submissions, I initially believed the exercise
would be quite cut and dried, as we had clear
evaluation standards by which to make our
judgements. Hah! Now I know why on some
of the calls I’ve received over many years
I’ve heard the decision prefaced by: “It was
an extremely difficult decision, because it
was very, very close.”
But let’s go back to the beginning. The initial submissions arrived, and each member
of the panel was asked to independently
select their top three. We then submitted
those names to the committee chair, Tammy
Towill, and had a follow-up conference call
to compare our choices. Yikes! That was
The challenges we faced were mostly connected to ‘finding the information’ that matched
the evaluation criteria to which we were judging. What was the ‘image improvement’, identify ‘the pricing strategy’, provide an independent
benchmark for ‘sales growth’. As points were
allowed for each of the four categories of evaluation, with their 21 sub-categories, it was a
challenging task to hunt for the answers we
needed to select a winner.
the first reality check. None of us picked
the same three. Few of us had even two of
the same. It then became a question of tallying up the number of votes each entrant
received and, through much discussion to
ensure the fairness of our process, selecting the short list.
Was the exercise worth it? Absolutely! In our
business, the work we do is evaluated by
clients, customers and consumers all the
time. And the process the MOY Judging Panel
just went through proves, without a doubt,
that we need to know what the evaluation
criteria of our ‘judges’ is, and match it!
And when we do, we can all enjoy the success that this year’s BCAMA Marketer of the
Year will reap.
BCAMA MARKETER OF THE YEAR AWARD WINNERS: THIRTY-ONE YEARS OF MARKETING EXPERTISE
10
1971
Nissan Automobile Co.
1982
Pharmasave Drugs Ltd.
1993
VanCity Credit Union
1972
Somerville Delkin Ltd.
1983
7-Eleven Food Stores
1994
BC Hothouse
1973
Keg Restaurants Ltd.
1984
Chevron Canada
1995
Columbia Brewery
1974
CP Air
1985
CP Air
1996
Coast Capital Savings
(Richmond Savings)
1975
Hy’s of Canada Ltd.
1986
Expo ‘86
1997
Boston Pizza
1976
Tourism BC
1987
Ikea
1998
1977
Scott Paper Ltd.
1988
A&W
TELUS Corporation
(BC TEL)
1978
Woodward’s Ltd.
1989
BC Dairy Foundation
1999
Tourism British Columbia
1979
Bank of BC
1990
Nabob Foods Ltd.
2000 HSBC Bank Canada
1980
Ste. Michelle Cellars Ltd.
1991
Air BC
2001
1981
Nabob Foods Ltd.
1992
BC’s Children’s Hospital
Foundation
2002 Rogers Video
marketline fall 2002
Ipsos-Reid
www.bcama.com
Past BCAMA Marketer of the Year Award Winner Profiles
Join us at the 2002 BCAMA Marketer of the Year Award Gala to celebrate past winners.
STEVE MOSSOP
GRANT MACKAY
SENIOR VICE PRESIDENT,
MANAGING DIRECTOR
WESTERN BUSINESS UNIT,
IPSOS-REID
STEPHEN PLUNKETT
VICE PRESIDENT,
MARKETING AND SALES
TOURISM BRITISH COLUMBIA
VP MARKETING
BOSTON PIZZA
2001 WINNER
1999 WINNER
1997 WINNER
Ipsos-Reid is honoured to be included in the
same category as the prestigious list of past
BCAMA Marketer of the Year Award winners.
Winning this award has given us external
recognition that we are different and that we
have a unique competitive advantage. It has
also given us the ability to claim that 'we
know marketing' and that we are not one of
those stuffy, boring research firms.
The BCAMA Marketer of the Year award has
played an important role in identifying the
level of professionalism Tourism British
Columbia brings to all of our marketing initiatives. As a performance-based company,
we look to all credible measurements available to ensure we are achieving our mandate.
Five years ago when we were honoured with
the BCAMA Marketer of the Year Award,
everyone took great pride in the recognition
from our peers for the hard work and dedication that goes into each marketing campaign.
Being the first award given out to a business
services firm, we are proud of our accomplishments around initiatives such as strategic marketing, public relations/media, database
management, direct and email marketing,
and packaging of our services.
Being named BCAMA Marketer of the Year
is an excellent complement to other benchmarks such as sales targets and fiscal efficiency, as the award recognizes not only these
elements of performance, but also creativity
and innovation as well.
This award is a great endorsement of not
only our marketing programs but of the entire
Boston Pizza system including our franchisees, advertising agency — Lanyon Phillips
Communications and our other marketing
partners.
CHRIS CARTY
BILL CRAWFORD
LORNE DELARGE
EXECUTIVE VICE PRESIDENT,
CORPORATE STRATEGY &
CHIEF MARKETING OFFICER
TELUS CORPORATION
SENIOR VICE PRESIDENT,
MARKETING & SALES
HSBC BANK CANADA
VICE PRESIDENT,
MARKETING & COMMUNITY
COAST CAPITAL SAVINGS
2000 WINNER
1998 WINNER
1996 WINNER
In 2000, HSBC Bank Canada was honoured
to be the recipient of the BCAMA MOY for
their Canadian strategy in the global rebranding of their company’s 7000 offices in 81
countries.
Being a recipient of the BCAMA MOY Award
is a great honour for TELUS. It recognizes
our efforts in connecting with our customers
and our success in implementing one-to-one
marketing campaigns.
Bill Crawford, Senior Vice President, Marketing
& Sales, HSBC Bank Canada, says there is
one key reason why he feels winning MOY
was so instrumental in the success of his
department: recognition on many levels.
The marketing approach that TELUS has
taken emphasizes how our many products
and services can be combined as solutions
and tailored to meet the individual needs of
the customer. We have matched this approach
with personalized direct mail campaigns,
benefit-focused advertising and targeted promotions.
Receiving recognition for our marketing program provides us with a great sense of pride.
It is one of the ways in which we are able to
show the contribution of the marketing department to furthering the objectives of our organization.
“Winning the award enabled HSBC to leverage this recognition externally on everything
from marketing campaigns to recruitment
ads which enabled us to not only increase
business but to also attract leaders to our
company. Internally, our reputation was solidified as marketing experts because we had
received external recognition from a highly
regarded association.
“Most importantly and most satisfying to me
was that the award recognized our marketing personnel for their incredibly hard work,”
said Crawford.
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In a marketplace that is filled with a multitude of marketing campaigns, it is a tremendous honour to be a recipient of the BCAMA
MOY Award.
The BCAMA Marketer of the Year is especially
important, as it is a recognized award that
measures recipients against the best in the
field. Winning the award is truly an honour.
Join us on Wednesday, September 25,
2002 at the Westin Bayshore Resort
& Marina for a fabulous night of
entertainment and marketing expertise!
Register for the BCAMA Marketer
of the Year Award Gala at
www.bcama.com or call the
BCAMA Office at 604.983.6262 NOW.
Limited seating!
fall 2002 marketline
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global expertise, local focus
12
marketline fall 2002
www.bcama.com
So How Do You Get Your Brand Out There?
As marketers, we are all under pressure to improve our customer relationships, to outperform our competitors, to impact the bottom line and to go that
extra mile to make our brand a household experience.
And not all of us work for giants like Nike, Microsoft or Coca-Cola with huge
advertising budgets and a seemingly bottomless amount of cash to publicize
who we are and what we do best.
So what do we do?
Apart from tactics such as speaking engagements, customer-focussed events,
sales promotions, grass-roots sponsorships, advertising in local mediums such
as community papers or direct mail and the ever-controversial Internet, let’s
take a look at our traditional mediums and see if we are really utilizing them
to their fullest potential.
Over the next few pages, hear what leading media professionals have to say
about print, radio, TV and word-of-mouth advertising. Gain insights on how
you can use your marketing dollars more effectively.
FEATURE ARTICLES
CREATING AWARENESS IN DAILY PAPERS............................................ 14
LORI CHALMERS, NATIONAL SALES MANAGER, THE VANCOUVER SUN AND THE PROVINCE
A BASIC GUIDE TO RADIO FOR THE NEW BRAND MANAGER ................ 15
KEITH PELLETIER, DIRECTOR OF MARKETING, NEWS1130 RADIO
DOES APPLE COMPUTER HAVE ANYTHING TO DO WITH APPLE?........... 16
BRETT MANLOVE, GENERAL SALES MANAGER, GLOBAL BC/CH TELEVISION
WORD OUT TO WORD OF MOUTH ....................................................... 17
BRIAN J. GRAHAM, SENIOR ACCOUNT EXECUTIVE, CANADA NEWSWIRE LTD.
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FEATURE AR TICLE
Creating Awareness in Daily Papers
BY LORI CHALMERS,
NATIONAL SALES
MANAGER,
THE VANCOUVER SUN
AND THE PROVINCE
Vancouver has a very vibrant media community. The choices for branding are abundant. With over 60 TV stations, more than
20 radio stations and over 20 community
papers the market is filled with media
options.
The Vancouver Sun and The Province are the
two local daily papers and in combination
reach over one million weekly readers. And
despite hectic lifestyles, Lower Mainland
adults are still spending a significant amount
of time with their daily papers. On average,
we spend over 3/4 of an hour each day reading our newspaper.
But how does a client reach the newspaper
reader, many of whom could be potential
customers? There are a number of variables
that need to be considered and a careful
plan that needs to be developed and put
in action.
Here are 10 steps that will help a client create awareness and build a strong advertising campaign in daily newspapers.
live, and what shopping habits they have.
(Unfortunately, we still have clients that when
asked who they are trying to reach, reply
with – everybody!) When you know who
you are trying to target you will be able to
determine the correct mix of daily papers
and what sections will serve you best.
BE CONSISTENT
UNDERSTAND YOUR COMPETITOR
Know how your competitors market their
brand and how your products or services differentiate from theirs. Fortunately, if your
competitor is using The Vancouver Sun and
The Province your investigative work is a bit
easier. Ask your Newspaper Sales Executive
to help. They can pull back copies of print
ads to assist you in developing a profile of
your print competitors.
“But how does a client
DEVELOP A STRATEGY
Once you have identified what your goals
are, you need to develop a plan to reach them.
What dollars will be allocated for advertising? Of those dollars, what has been allocated to print?
reader, many of whom
could be potential
customers?”
USE RESEARCH
Use the available research to help determine
the size of your market and how many people that can be reached. NADbank (Newspaper
Audience Data Bank) is an annual study
done by Canadian Facts that measures 72
daily newspapers in 46 markets. This resource
can offer you a wealth of information on
demographics, consumer shopping habits
and newspaper readership. This is a vital
tool to mapping out a newspaper advertising strategy.
IDENTIFY YOUR TARGET MARKET
Have a very good understanding of who your
product or service is intended for. There is
often a primary target and a secondary market. Understand who they are, where they
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A consistent message in print will help to
build a relationship with the newspaper
reader. In order to connect with the consumer, your branding story needs to be communicated consistently every time you touch
the consumer. Multimedia campaigns also
need to work as an integrated message in
order to build a consistent identity.
UNDERSTAND THE STRENGTHS OF THE
NEWSPAPERS
While you do not need to be an expert on
print, it helps to do your homework. You
should have an idea of who is reading the
newspaper, where the papers are distributed,
and what weekly editorial sections they publish. This information is readily available
through your Newspaper Sales Executive.
reach the newspaper
HAVE A GOAL
What do you want to achieve with your advertising? This should be one of the primary
questions a Sales Executive asks you so it is
in your best interest to have a well thought
out answer. Do you want to create awareness, drive store traffic, alter the image of
your company or build one?
trick here is to know what the newspapers
are capable of. Challenge your Newspaper
Sales Executive to come up with unique
ideas that can be tailored to meet your
branding needs.
GET CREATIVE
Along with the standard ROP or insert
advertising, there are other great creative
ideas that can be executed in print. The
MONITOR YOUR RESULTS
If results are monitored closely, you will be
able to fine-tune your campaign to achieve
the best overall results. One of the advantages of daily newspaper advertising is that
very little lead-time is needed. This also
means that you can easily tweak plans and
creative to maximize what is working or to
alter what is not.
WORK CLOSELY WITH YOUR NEWSPAPER
SALES EXECUTIVE
Regardless of whether you are a direct client
or an advertising agency, a strong business
relationship with your Newspaper Sales
Executive is very useful. Daily newspapers
offer many unique options that you will only
become familiar with by sharing client goals.
The more information the Sales Executive has
to work with the better the end result will be.
Often your Sales Executive will know of opportunities long before they get to the market.
When these 10 steps are followed, you will
be well on your way to successfully gaining
your target market’s attention. Now go out
and make ‘headlines’ with your marketing
campaign!
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FEATURE AR TICLE
A Basic Guide to Radio for the New Brand Manager
consumer’s time to read or watch, radio can
be a travel partner in a time-pressured world.
CHOOSING RADIO STATIONS FOR
YOUR CAMPAIGN
BY KEITH PELLETIER,
DIRECTOR OF
MARKETING, NEWS1130
RADIO
One of several advertising choices available
to brand managers is radio. The unique
strength of radio is its power to stir the imagination, the so-called “Theater of the Mind”.
There are more radios in Canada than
Canadians; more than 40 million sets in
homes, cars, offices, and stores. Since nearly
everyone has access to a radio, their listening choices are very personal; be it rock,
classical, news, sports or talk. That audience segmentation is a great advantage to
advertisers.
Whether you buy advertising direct, in-house
or through an agency, don’t just buy your
favourite station. You want to reach your target audience, not make a “love buy.” Give
some serious thought to your target audience.
Go beyond age and gender; consider lifestyles,
education, income, and interests.
Resist just selecting the top three stations on
a “rank report”. They may reach the target
audience efficiently, but there may be creative ways to stretch your budget with targeted sponsorships of features on other stations
like Traffic or Business Report, sponsorships
or partnering in station promotions.
• Use “imagery transfer”. Transfer sound
elements of your television campaign.
Listeners will be reminded of what they
saw and respond to your message.
• Don’t look at a commercial in script
form. Have the copywriter read it to you.
“While 90% of radio
commercials in the US are
60 seconds, the reverse is
true in Canada.”
Radio lets you select your audience. Not just
demographically, but psychographically.
Radio is the most flexible medium. You can
get on (or off) the air quickly. You can revise
you message at the last minute. You can
schedule your advertising message according to the time of day, the season, or the
weather.
PRODUCTION OF RADIO COMMERCIALS
“There are more radios
in Canada than
Canadians; more than
Radio is Imagination. Selectivity. Flexibility.
40 million sets in homes,
What are some of the other characteristics
of radio?
cars, offices, and stores.”
It is a very personal medium. You can speak
directly to the listener, and be very involving once you get their attention. Imagine how
powerful your automotive message will be
to commuters listening in their cars.
It is a frequency medium — not once a month,
or once a day, but several times a day or week.
It is close to the point of purchase. Radio has
significant impact on spending, reaching consumers within an hour prior to their main
purchase of the day.
It is urgent, immediate and flexible. In today’s
competitive, volatile marketing environment
it is important to have a medium that can
react quickly to your advertising needs as
well as promote immediate action from the
consumer.
It allows your message to stand alone. Even
large budget advertisers cannot overshadow
your ads by using costly layouts or colour.
It is intrusive. While other media require the
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Radio is the easiest production process to
understand. It is usually the quickest and
least expensive. This is particularly true of
radio station produced commercials where
the writing, voice and production charges
are included in the airtime cost. If your production does not call for actors, multiple
voices and elaborate effects, this could be
an option.
While 90% of radio commercials in the US
are 60 seconds, the reverse is true in Canada.
HOW TO GET BETTER RADIO
COMMERCIALS
• Stretch the listener’s imagination.
• Present one idea. Too often advertisers
want to tell the life story of their
business. Keep it simple.
• Select your audience quickly. For
example; “Allergy sufferers…”
• Mention your brand name and your
promise early.
• Use radio formats to reach the audience
you want, not just demographics.
• Ask listeners to take action.
• Have enough commercials in your
rotation.
• Beware of the early burnout factor with
humour.
Your choices will be 10 seconds, 30 seconds,
or 60 seconds, which is called a “tag”. These
are suitable for a brand with existing high
awareness and can be reminder or feature
advertising.
Ensure that the details of the script are correct
before production. Go to the radio station.
If you are using an agency they will arrange
production of the commercials. Go to the session. Try this trick; rather than watching the
talent, face away from the booth (perhaps
even close your eyes) and really listen. That’s
what your customers are going to hear.
Finally, use the medium. Sample a variety
of stations. Listen as if you were your target audience. Make note of commercials
you like, and why they work for you. Who
knows, in a few years radio could build
your brand to a nomination for “Marketer
of the Year”.
fall 2002 marketline
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FEATURE AR TICLE
Does Apple Computer Have Anything to do with Apple?
BY BRETT MANLOVE,
GENERAL SALES
MANAGER, GLOBAL
BC/CH TELEVISION
I called ten random friends before sitting
down to write this article. I asked each one
the same question: Which ad is most memorable to you? Three cited Coke, three
MacDonald’s, two the Maple Leaf’s pumpedbut-lean chicken, two Molson’s “I am
Canadian” and one cited Singapore Airlines.
Coke was remembered because of the fuzzy
polar bears. MacDonald’s was cited because
these friends have young children at home.
Those who mentioned Molson’s “I am
Canadian” and the Maple Leaf chicken
thought they were funny. And Singapore
Airlines was memorable because the respondent grew up there. Although the poll was
far from scientific, the responses nevertheless indicated brands that have resonated
with consumers.
From a brand marketer’s point of view, it is
most helpful to view one’s brand as an organic
personality. The personality has multiple
dimensions and requires “sustenance in order
to survive.” A clear, realistic, measurable
objective is a must as well as a creative that
offers the brand the breadth and depth of
connection. Other requirements of a memorable brand include a receptive audience
and a constant interconnectedness between
the two.
As a fan of television, what I find most interesting about the poll is the fact that virtually
all respondents described television ads. I
have been to many advertising seminars
where successful branding campaigns were
used as case studies. Television was their primary medium of choice.
So how do you use television to launch your
brand effectively?
STEP ONE: RESEARCH
Know thy product, and know it well. Who
are the consumers? What are their habits?
Comprehensive research should tell you about
the category, your market, the competition,
distribution, pricing, and more. Television
offers a multitude of choice for launching a
brand, be it through conventional or spe16
marketline fall 2002
cialty. Most Canadians watch television. It’s
a mass medium that satisfies branding requirements. Most recent ComQuest Research shows
that 83% of British Columbians age 18+
watched television yesterday. That’s more
than any other medium.
“So how do you use
television to launch your
brand effectively?”
As the most recent in-depth study by the
Economist (April 2002) concludes, despite
all the changes, the Tivo and the PVRs (personal video recorders), television remains to
this day a potent vehicle for mass entertainment. The same ComQuest study also found
per-capita time spent watching TV per day
in BC was 186 minutes, higher at 228 minutes per-user. Moreover, 37% cited television as their main source of news. The study
also revealed that 35% of BC residents said
television advertising is the most authoritative and 66% said “most influential”. All these
are necessary ingredients to launch a brand
successfully.
completely different stand? Again, with the
sight, sound and motion components of television, you have unlimited possibilities.
STEP THREE: CREATIVITY
Many would agree this is the most challenging
step. What name represents your brand the
most - the personality - that viewers can
remember easily when they are in the grocery store, for example? Marketing gurus
have consistently preached for simplicity.
Apple computer is one big success story.
Personal family names have been commonly
used, as have geographical locations, historical points, made-up words, etc. Search
for strong ideas that are timeless. Don’t choose
a name you like personally. Test the market
and consumers’ receptivity. Opt for a name
that speaks about your product and its unique
personality.
“Know thy product, and
know it well. Who are
the consumers? What
are their habits? ”
STEP TWO: STRATEGY
This stage should fulfill the functional and
emotional phase requirement. It should
determine objectives or even philosophy of
the brand. What would you like your consumers to think or feel when they see your
product on television? An immediate urge
to buy or a turn off? Since television can
display your brand personality in three
dimensions, you must implement ways that
will satisfy the functional and emotional
requirement. A humorous approach can be
immensely successful, but difficult to execute. For example, in recreating scenes from
popular movies, be it by live talents or animated, ads for Rogers Video have been successful. How would you position your new
brand vis-à-vis a more dominant, established brand? Would you join in or take a
Brand researchers have established that the
history of branding started in ancient Egypt
some 3000 years ago. Today, its basic definition/principals remain intact. It is a process
of introducing to an audience a name, term,
symbol or design, or a combination of them,
which is intended to signify the goods or
services of one seller or a group of sellers
and to differentiate them from those of competitors. Television is an effective branding
tool precisely because of its ability to showcase the multidimensionality of a brand and
its massive reach. It elicits emotional response
that makes a brand easier to recall. In short,
to succeed, brand, as a multidimensional
personality, requires a multidimensional
medium. And television is it.
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FEATURE AR TICLE
Word Out to Word of Mouth
BY BRIAN J. GRAHAM,
SENIOR ACCOUNT
EXECUTIVE, CANADA
NEWSWIRE LTD.
Whether you are a junior or seasoned marketer, you know that building a brand is
achieved by word of mouth. What drives this
communication is good PR - a story in a newspaper, feature article in a magazine or a mention on radio or television. Media exposure
builds credibility for your brand.
But what communications tools can you use
and how does one get their information to
the various media in a timely and effective
manner?
The key components in this effort are the
news release and the wire service. The news
release should be newsworthy, factual and
timely. The wire service should be effective
and efficient by facilitating the transition of
the news release to “news” and therefore
help your product get the “word of mouth”
it needs to build your brand.
“Your news release will
get better pick-up if
you develop a strong
news hook.”
THE NEWS RELEASE
We all know that newsrooms receive hundreds,
if not thousands of news releases every day.
We know we are up against the competition
to get media mentions, and we know the news
hole is small. We also know that brand managers and clients put a lot of pressure on us to
get reams of positive media coverage.
What we don’t know is how to think like a
reporter.
News is judged on reader and viewer interest. Reporters and editors make hundreds of
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editorial decisions every day on “what’s
news” by assessing the impact of the story
on their respective audience. Marketers can
gain measurable results by learning to think
like a reporter when writing a news release.
In short, an effective news release should
include the seven W’s.
The initial five W’s (who, what, when,
where and why) will provide the essential
information for the story to be written and
will also encourage the media to seek out
more information. The five W’s should be
contained in an interesting opening statement of 25 words or less. The remaining
two W’s should be answered in subsequent
paragraphs.
WHO WINS? Tell the media the benefits of
your news. Use statistics to tell them the overall impact to their audience in an effort to
get your story in the news line-up. Provide
a third party source that can be interviewed
about this news.
WHO CARES? Ask yourself, “is this really
news?” Your news release will get better pickup if you develop a strong news hook. Create
a human interest element or relate the news
release to an industry trend or a national or
international event. It is not good enough to
announce a new product and describe its
features. You must dig deeper to explain the
real impact of the new product.
The beginning and end of a news release are
also critical. Misleading headlines, poor writing style and contacts that can’t answer questions or are not available will kill a potential
news story. Make sure all is in order and you
are ready for media reaction before launching your news release.
a communications network that has built
and maintained a solid reputation with the
media by offering high-quality, credible information for the daily news gathering process.
News and information delivered electronically on a dedicated network should be able
to reach simultaneously the media you wish
to target (preferably in their own language)
whether they are local, regional, national or
international. Your distribution should include
various forms of media including print, broadcast networks, databases and online mediums. Your release should be accessible by
“But what communications
tools can you use and
how does one get their
information to the various
media in a timely and
effective manner?”
reporters and editors at their desktops directly
on the editorial systems – the central nervous system of the newsroom.
Nowadays, the multi-media news release is
becoming standard practice. Audio clips and
video images can be embedded in each news
release on the web as a natural extension of
the newswire.
THE WIRE SERVICE
The growth of new creative communication
channels and the effect of globalization have
pushed public relations and marketing practitioners to enter the world of virtual communications. Today’s practitioner must think
beyond the traditional paper news
release. Effective use of multi-media channels such as the Internet, satellite, and information databases will effectively deliver key
messages and build profile.
Once the release is ready, marketers then
need a critical communications link, the realtime, direct transmission of your message to
the computer screens of journalists across
the country and around the globe. You need
Remember that news releases are now not
only being viewed in the newsroom but the
living room as well. Therefore its up to marketing practitioners to take full advantage of
the various communications tools available.
If you think like a reporter, you will become
a better judge of “what’s news”. So, the next
time you write a news release, ask the client
or the product manager “who cares”. If they
question your motive, tell them you are establishing effective results.
fall 2002 marketline
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marketline fall 2002
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fall 2002 marketline
19
BCAMA Board Committee Profile
marketline Editor
DONNA BURTON
As a freelance writer/editor, Donna Burton works with local, national
and international clients in the education, high-tech and finance industries. Donna has been involved with the BCAMA for over five years and
is currently editor of marketline magazine, BCAMA’s premier communications vehicle. For more information about marketline, contact Donna
at [email protected].
marketline Editorial Committee
“The tremendous support and dedication of a strong team has helped to evolve marketline into a leading marketing publication. Thanks to Katherine, Alexandra and Ann for
their expertise and insight and for creating value for BCAMA members and the BC
marketing community.”
– Editor Donna Burton
KATHERINE ANDERSON
Katherine Anderson is a Strategic Services Supervisor at Wasserman &
Partners Advertising, the largest independent, full-service advertising
agency in British Columbia. Katherine has a Marketing Communications
certificate from BCIT and is a past BCAMA board member. Before joining
Wasserman & Partners 2 1/2 years ago, Katherine worked with Mark
Anthony Group, where she held positions in both Creative Services and
Trade Marketing.
ALEXANDRA GALANTI
As a Communications Advisor for Coast Capital Savings, Alexandra Galanti
communicates the credit union’s initiatives among internal and external
audiences through the use of innovative communications tools and industry best practices. Alexandra has been in the communications industry for
over 5 years working in several facets of the PR industry including, finance,
health care, non-profit, and the provincial and federal governments and
served on the BCAMA marketline editorial committee last year.
ANN GRIFFITHS
Ann Griffiths, Partner and CEO of Clearly Creative, draws on her considerable marketing and communications experience as a solid team builder
and strategist to continually develop brand success stories for her clients.
BCAMA Season’s Tickets Now On Sale
Purchase your BCAMA Season’s Tickets for admission to any BCAMA Event September 2002
through May 2003. Incudes the BCAMA Marketer of the Year Award Gala, the BCAMA Speaker
Series and the prestigious Vision Conference. Use them for your own professional development or transfer them to colleagues or clients. This exclusive members only offer is available until September 25, 2002 for a cost of $435.00 plus GST – a 25% savings!
What Do marketline
Readers Have to Say?
The spring 2002 issue of marketline featured
a readership questionnaire, intended to provide feedback and direction to the marketline editorial team.
And the results are:
• 79% rated marketline as an average-good
source of information on what is happening in the marketing industry
• 68% read over 75% of each issue
• 61% referred back to their issue at least once
marketline Readers would like to see more:
• Industry Trends
• Local Company Profiles
• Marketing Case Studies
The marketline editorial team would like
to thank all readers who responded to the
survey. The team will continue to refine the
content of this publication to include more
of what readers want and continue to be
an informative resource for the marketing
community.
Congratulations to questionnaire respondent
Cheryl Pyper of Knelson, winner of two tickets to one of our BCAMA Speaker Series Events!
A huge thanks goes to Kim Yuen
of CopperLeaf Consulting Group Inc.
for conducting this year’s marketline
questionnaire.
New Name for Breakfast
and Evening Events
This season you might notice a new set of
evening and morning events: The BCAMA
Speaker Series. Previously called the
Professional Breakfast Series and Professional
Marketer Series, these morning and evening
events have been amalgamated into one Series
in order to ensure consistency in event planning and balanced programming.
In addition, thanks to your feedback, we will
be offering more morning events. Watch for
our first morning BCAMA Speaker Series
event on Wednesday, October 23rd.
Purchase tickets online at www.bcama.com, by email at [email protected] or call us at
604.983.6262. Get your tickets today!
www.bcama.com
fall 2002 marketline
21
BCAMA Update
Collegiate Relations
Update
Each year the BCAMA has the privilege of
honouring one outstanding marketing student with a $1,000 scholarship. This year’s
winner, Joey Hoeschmann, is well on his way
to branding himself as one of BC’s up-andcoming marketers. His resume boasts of numerous prestigious marketing awards and
invaluable practical experience gained through
BCIT. We congratulate Joey and wish him the
best of luck as he continues to pursue a career
in marketing. For more information or to apply
for the 2003 scholarship, please contact Michelle
Petrusevich, BCAMA’s new Collegiate Relations
Director, at [email protected].
Congratulations also goes to BCIT, one of the
BCAMA Collegiate Chapter Members, for
their exceptional work at the 24th Annual
AMA International Collegiate Conference in
Florida. This year’s conference attracted over
130 colleges and 1070 students from institutions across North America.
BCIT outshone many of their colleagues represented at the conference, capturing multiple awards including: Best Overall Exhibit,
Top Regional Chapter in the West Award, and
Top Salesperson.
2001/2002 BCAMA Collegiate Relations Director Lisa Graff congratulates BCAMA scholarship winner Joey Hoeschmann.
BCAMA Membership Has Its Privileges
The American Marketing Association is an
international professional society for members of the marketing community. Founded
over 50 years ago, the AMA provides an educational and social forum for marketers and
is open to anyone involved in the marketing
industry. The local BC Chapter has over 400
members. Our international membership is
quite staggering with over 45,000 members.
The British Columbia Chapter of the
American Marketing Association (BCAMA)
is one of the most highly regarded chapters
of any in North America, based on our success in membership, programming and
financial results. The BC Chapter won the
prestigious international “Chapter of the
Year Award” in 1995, 1996, and “Chapter
Excellence” in 1997.
The BCAMA provides its members with various avenues to tap into marketing expertise at local, national and international levels.
Kicking off the year with the Marketer of the
22
marketline fall 2002
Year Award Event, BCAMA awards local marketing talent with this prestigious award. Our
Speaker Series provides a venue for professional marketers to share their insight with
the marketing community.
marketline, a BCAMA publication, provides
leading edge, cross-functional topics that
impact how you do business. Marketing News,
an AMA publication, taps into the international marketing arena. Every spring we host
the Vision Conference, the premier marketing conference in Western Canada. Vision
has enjoyed phenomenal success with groundbreaking speaker line-ups that bring to
Vancouver the best marketing minds available. At the end of every year we hold the
not-to-be-missed BCAMA AGM Wrap Up —
The Party!
Membership at BCAMA affords you exceptional networking opportunities. Visit us at
www.bcama.com and join now!
The BCAMA Office
has Moved!
The BCAMA Office moved to a new location:
BCAMA Office
PO Box 86300
North Vancouver, BC
V7L 4R8
New Phone: 604.983.6262
New Fax: 604.983.4263
Or you can always contact us through our
web site at www.bcama.com.
Update your contact information today!
Call for Sponsors for
BCAMA 2002/2003
If you are interested in sharing your marketing expertise and resources to support
the BC marketing community, please contact the BCAMA office at 604.983.6262 or
contact one of the BCAMA Board Members
directly. The contact list for the Board is on
page 3 of this issue.
www.bcama.com
BCAMA Calendar of Events
WEDNESDAY SEPTEMBER 25, 2002
2002 BCAMA Marketer of the Year
Award Gala: The Director’s Cut of the
Rogers Video Story
Location: Westin Bayshore Resort &
Marina, 1601 Bayshore Road, Vancouver
Registration, Networking & Silent
Auction: 5:00PM — 6:30PM
Dinner and Presentation:
6:30PM — 9:00PM
WEDNESDAY OCTOBER 23, 2002
Speaker Series: Great Careers Don’t Just
Happen — A Panel Discussion on Taking
Your Marketing Career to New Heights
Speakers:
Catherine Van Alstine,
Partner, Ray & Berndtson Tanton Mitchell
“The Premier International Executive
Search Firm”
Jeff Abram, President, SearchWest
“Bringing People and Opportunities
Together”
Bruce MacKenzie, Managing Partner,
Chapman & Associates
“Recruitment, Executive Search and
Human Resource Consulting”
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Breakfast and Registration:
7:00AM — 7:45AM
Seminar: 7:45AM — 9:00AM
WEDNESDAY NOVEMBER 27, 2002
Speaker Series: Sport Connections:
Aligning Athletes With Your Brand
Speaker: Brad Pelletier, Senior Director,
IMG Canada, The Global Leader in
Sports and Entertainment Management
and Marketing
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Reception and Registration:
5:30PM — 6:30PM
Seminar: 6:30PM — 8:00PM
WEDNESDAY JANUARY 22, 2003
Speaker Series: The 2010 Olympic Bid:
How Vancouver is Marketing Itself as
the ‘Destination of Choice’
Speaker: John Furlong,
President & Chief Operating Officer,
Vancouver 2010 Bid Corporation
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Breakfast and Registration:
7:00AM — 7:45AM
Presentation: 7:45AM — 9:00AM
WEDNESDAY FEBRUARY 12, 2003
Speaker Series: Retail Marketing
Speaker: TBD
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Breakfast and Registration:
7:00AM — 7:45AM
Seminar: 7:45AM — 9:00AM
WEDNESDAY MARCH 5, 2003
Speaker Series: Making Beautiful
Music Together: Building Success
Through Partnerships Big & Small
Speaker: Robert Kerr, Executive
Director, Coastal Jazz & Blues Society;
Producer, Vancouver International
Jazz Festival
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Reception and Registration:
5:30PM — 6:30PM
Seminar: 6:30PM — 8:00PM
WEDNESDAY MARCH 26, 2003
Speaker Series: Customer Lifecycle
Architecture: How to Build and Execute
a Marketing Plan that Addresses
the Complete Customer Lifecycle
Speaker: Raquel Hirsch,
Senior Vice President and Managing
Director of Proximity Canada
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Breakfast and Registration:
7:00AM — 7:45AM
Presentation: 7:45AM — 9:00AM
marketline is published quarterly by the BC
Chapter of the American Marketing Association.
marketline welcomes input from all BCAMA
members. If you have any suggestions
or contributions, contact marketline Editor
Donna Burton at [email protected] or
call 604.430.9585.
To advertise or sponsor marketline, contact
Sponsorship Director Elma Melhus at
[email protected] or call 604.456.8066.
To become more involved in the BCAMA,
contact Director of Volunteer Relations Meenu
Bakshi at [email protected] or call
604.640.3090.
To become a member of the BCAMA, contact
Cheryl Iseli at the BCAMA Office
at [email protected] or call 604.983.6262.
To make reservations for a BCAMA event
or to obtain information regarding upcoming
events, call 604.983.6262 or go to our web site
at www.bcama.com.
Opinions expressed are not necessarily
endorsed by the BCAMA, its officers or staff.
The BCAMA Office
PO Box 86300
North Vancouver BC V7L 4R8
New Phone: 604.983.6262
New Fax: 604.983.4263
Email: [email protected]
www.bcama.com.
SPECIAL THANKS
Production, Layout & Design
WEDNESDAY APRIL 16, 2003
Speaker Series: Strategic Persuasion:
Mastering the Art of Communication
Speaker: Gerrie Waugh,
BC Registered Psychologist
Location: Four Seasons Hotel,
791 West Georgia Street, Vancouver
Breakfast and Registration:
6:30AM — 7:00AM
Workshop: 7:00AM — 9:00AM
Paper
Printing, Film & Prepress
THURSDAY MAY 29, 2003
Vision 2003 Conference
Speakers: TBD
Location: Westin Bayshore Resort &
Marina, 1601 Bayshore Road, Vancouver
Time: 8:00AM — 5:00PM
Mailing Service
WEDNESDAY JUNE 11, 2003
The AGM Wrap-up Party
Location: TBD
Time: 5:30PM — 8:00PM
Copyright 2002 by the BC Chapter of the
American Marketing Association.
Printed in Canada.
www.bcama.com
fall 2002 marketline
23
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