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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 GUARANTEED LOWEST PRICE OF $14.77 BCBusiness magazine covers more than just business. The magazine covers topics that will stimulate, inform, entertain and even challenge you. Plus, we offer thought-provoking perspectives on major trends, current issues and the business strategies that affect life in British Columbia. Subscribe today and receive a copy of Who Dares Wins by international speaker Peter Legge. Who Dares Wins is an inspirational collection of stories about those who succeeded by daring to live. FREE SUBSCRIBE NOW BY CALLING 1-800-663-0518 Subscribe online Email bcbusinessmagazine.com [email protected] 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. www.bcama.com 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 11 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. www.bcama.com fall 2002 marketline 13 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 14 marketline fall 2002 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! www.bcama.com 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 www.bcama.com 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 15 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. www.bcama.com 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 www.bcama.com 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 17 18 marketline fall 2002 www.bcama.com www.bcama.com 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 i want it... biggersmallerfaster bettercheaperlonger shortersimpler... At Glenmore we recognize the challenges placed on marketing and communication professionals in today's fast paced economy. That's because we’ve listened and built our business to better help you with yours. The digital age has arrived and with it our commitment to provide superior solutions and support with the latest technology in computer to plate workflow and high fidelity, full color printing. But there’s one thing that remains the same, a dedication from our staff to produce a product you’ll be proud of, when you need it and without compromise. Glenmore Printing.... Full color Full speed Est. 1981 Tel: 604-273-6323 • Fax: 604-273-8665 Email: [email protected] Website: www.glenmoreprnting.com 150-13751 Mayfield Place, Richmond, BC Canada V6V 2G9