A Presentation to The CCMN

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A Presentation toThe CCMN

• Fieldstone Marketing Communications Ltd.
• and
• Baron Communications Ltd.
• April 6, 1999

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Who is Fieldstone/Baron?

• Strategic partnership involving
• two established Calgary-based agencies
• 1. Fieldstone Marketing Communications
• Full-service agency with 31 employees, offices in
  Calgary Regina
• Began in 1984
• Clients include
• Royal Bank
• National Sport Centre
• Growing Alberta
• Huron Carole
• Many national and international agricultural
  accounts

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2. Baron Communications

• Established in 1987
• Full-service Media Operation
• 10 Employees
• Clients include Canada Olympic Park
• Cadillac Fairview Malls (W.Canada)
• CP Hotels (Alberta)
• Calgary Co-op
• Karo
• Brewster Transportation
• Totem Building Supplies

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Baron Communications

• Complete the Agency Picture
• Media Strategy Planning
• Media Buying Negotiating
• Media counsel (evals, unbiased PofV)
• Research
• Housekeeping and tracking systems

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Operating Philosophy

• Somewhat different than
• many communications agencies
• Clients want and deserve the best, at a realistic
  cost
• The best services and expertise arent always
  in-house
• Partnering provides 1st class results and
  efficiencies
• Both agencies have been partnering for over 12
  years
• Keys to good partnerships
• Clearly defined roles and responsibilities
• People who are totally committed to working for
  the good of the client

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Areas of Focus

• Focus on communications that works
• Won many national and international awards
• Whats important is the clients success
• Good communication involves more than good
  advertising
• Royal Bank Supplier of the Year award
• High Priority on Administrative excellence
• Many 10 year clients

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Areas of Focus

• Value is essential
• Focus on efficiency
• Focus on results
• Partner with clients
• Be part of their team
• Be FUN to work with
• Compensation arrangement should encourage
  partnership

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Our U of C Team

• Kim McConnell Strategic Director
• Mario Amantea Creative Director
• Max Fanderl New Media Director
• Megan Sanders Account Director
• Cheryl Baron Chairman, Baron Communications
• Marie Hansen Print Supervisor
• Ranjit Dhanjal Media Buyer
• Charles Cummins President - Baron Communications

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Priority 1 A Communications Plan

• Believe strongly in working from a plan
• Act vs React
• Major efficiencies and cost savings
• Identify partnership, funding and contra
  opportunities
• Determine the most appropriate mix of
  communications vehicles
• We believe strongly that
• Plans will make our job easier and more effective
• Plans will enhance the effectiveness and morale
  of faculty, departmental staff at the U of C

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Our Offer

• Work with the Director of Marketing and each
  faculty and major department
• Develop individual marketing communications plans
• The Cost?
• Faculties and departments with communications
  budgets of greater than 20,000 1,500
• Faculties and departments with less than a
  20,000 communications budget No charge
• Why?

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The Major Components

• 1. Where Are We?
• Situation Analysis
• Target Audiences
• SWOT
• Partners - sponsors/contra
• Past Goals and Strategies
• Past Tactical Activities (Whats worked and what
  hasnt?)
• Advertising Campaigns - creative media
• Collateral Materials - creative and distribution
• Direct Marketing - creative distribution
• Promotional Materials, Displays Tradeshows
• Website development
• Communications Activities - media relations
  special events
• Expenditures
• Key Contacts/Approvals/Input Process

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2. Where Do We Want Be Tomorrow?

• Awareness Goals
• Image/Perception Goals
• 3. How Are We Going To Get There?
• Specific Actions
• What
• Whos Responsible
• Timing
• Potential Partners
• Contra Opportunities
• Budget Allocation
• Follow-up Procedures .. Did it work?

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The Process

• Sample Workflow Outline
• Step 1 Notify Ann MacDiarmid and Susan Francis
  or Maureen Healey about your project.
• Step 2 Call Megan Sanders at Fieldstone to
  arrange a briefing on
• background, project requirements, quantities,
  budget, etc.
• if appropriate, provide photos, copy, charts
  or other items to be
• included.
• Step 3 (optional) Agency prepares creative
  brief. You approve prior to work beginning.
• Step 4 Agency provides preliminary estimate. If
  approved, work proceeds.

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The Process

• Step 5 Agency presents comps, draft copy.
  
  Once concept is approved, final estimate is
  provided.
• Step 6 Once final estimate is approved,
  production commences.
• Step 7 You review first laser, making changes
  if required.
• Step 8 You review revised laser to approve for
  printing or to make further changes.
• Note If more than two rounds of changes are
  requested, or if the changes are required as a
  result of a change in your direction, a
  supplementary estimate for the additional work
  will be issued.
• Step 9 Agency places final files on disk and
  proceeds to film and printing.
• Step 10 Agency delivers the brochure quantities
  o specified location(s).

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Managing Day-to-Day Electronically
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Why Were Excited to Work With U of C

• University of Calgary is a dynamic institution
  located in a vibrant city and a growing province
• University of Calgary is an important part of our
  home city

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Please Accept Our Offer

• Meet with your team
• Contact Marketing and arrange a Planning Session
• Lets move forward, together!