Objectives
The Business Incentive Program (BIP) offers incentives to Toronto Hydro’s business customers to encourage them to make energy-efficient changes to their buildings. Incentives are based on Kilowatts saved by the renovations.
Context knew that it wasn’t enough to reach the business owners. It was also important to make an impact with interior designers and architects, the front line of building and renovations.
Goal
The goal was to make designers, architects and building owners aware of the program and to consider it when planning renovations.
Solution
Context contacted engineers, contractors, consultants and building owners to be the spokespeople for this campaign. We photographed, interviewed and videotaped them on job sites and at their offices for this multi-faceted campaign.
Project Scope
• 6-page insert featuring high-profile architects, designers, engineers and contractors
• Significant web module to incorporate into the Toronto Hydro site
• Advertising banner campaign information sheets and direct mail inserts
• 10 video interviews for the website and trade shows
• Complete trade show booth with BIP-specific graphics
• Series of editorial articles for trade magazines
• Unique logo for the campaign
Objectives
Toronto Hydro introduced the peaksaver program to help lower the peak demand for power in the city. Supplying power during peak times is substantially more expensive and often requires power from less desirable generation sources. Under this program, a device controls residential air conditioners to cycle their power supplies at critical times to save energy. The challenge was to enrol customers by offering them a onetime incentive to allow Toronto Hydro to install the peaksaver device and control the air conditioner as needed thereafter.
Solution
Toronto Hydro customers were reached through a series of direct mail and email campaigns and information on the website. In addition to an incentive that ranged from $50 to $75, the messages appealed to customers’ sense of altruism, asking them to help the environment.
Results
Since the peaksaver devices must be installed on location by work crews, scheduling is a key consideration. Our goal is to keep the pipeline full, but at such a rate that waiting times are reasonable, given that incentives aren’t delivered until installation takes place. For the past two years, we have consistently kept the installers busy. Today, there are over 50,000 peaksaver installations in Toronto.
Client Testimonial
“Context Creative has been creating our direct mail and email campaigns for peaksaver for the past few years. They have been very successful at engaging our customers and have helped Toronto Hydro meet and exceed our targets for energy conservation for this program.”
Marina Tomasone, Marketing and Communications, Toronto Hydro
Objectives
Toronto Hydro is engaged in a number of critical projects that will upgrade the levels of service and reliability to the city. Phase 1 of this campaign introduced the programs to ensure that the public understood the importance of Toronto Hydro’s work in the growth and prosperity of the city. In addition to communicating these messages, we wanted the flexibility to address specific neighbourhoods, activities and events.
Solution
Working with the Toronto Hydro communications group, we developed a strategy for both messages and media. The key to the campaign was an aerial photo shoot of the city which gave a unique perspective to the communications.
• Helicopter photo shoot of the city
• Newspaper ads in numerous dailies and neighbourhood papers
• Transit shelters in the downtown core
• Animated TTC shows for on-platform advertising
• Web content for corporate site
Results
The launch of the program now allows Toronto Hydro to focus on specific aspects in future programs. In addition to reaching the public, the campaign was noted by municipal and provincial politicians, both key audiences.
This online contest says, “Show us your chair!”
Sitag is a Swiss-based manufacturer of stylish ergonomic office seating. The Inscape Group of Companies acquired the rights for this line for the North American market.
Objectives
The challenge was to introduce Sitag to the North American Architect & Design community – the ones who recommend furniture to the end clients.
Goal
Generate leads within the A&D community for Sitag reps.
Audience
Architects, interior designers and A&D students
Solution
We created The Sitag Design Expressions Contest to encourage our audiences to visit the contest Web site, download chair graphics and then customize them for a specific person.
To drive our audience to the site, Context created:
• Posters for local sales offices
• Print leave-behind piece for reps to distribute to contacts
• Banners for leading industry sites
• Implemented our Email Campaign Manager to start a viral campaign
Results
• Emails were sent to 581 addresses
• Over 650 architects and designers registered for the contest
• Percentage of initial list to total sign-ups: 112% of original list
• Over 80 entrant designs were received – 12% conversion rate
• New names generated by sign-ups + e-cards: 728
• Through viral activities, the contact list grew to 225% of original list
M-real Canada wants to build and maintain relationships with three key groups: printers and their reps, designers and their merchants. While printers are the ones who actually buy the paper, the designers do the specifying and merchants are the sales and marketing people who take the message out to the audience.
Each email campaign is customized for the audience to ensure we’re getting the right message to the right target. Every email has a number of links back to the M-real Web site.
Our Spike Email System provides live and easy-to-understand reporting
Every email deployment system gives you reporting. But have you seen some of them? You’d need a degree in statistics to get any real information out of them. With Spike, all the relevant information is provided in intuitive graphs and text. A single page gives you a complete overview. Simple clicks let you drill down right to individuals and their actions.
Exporting allows M-real to integrate email results with their Salesforce CRM tools to provide reps in the field with a complete business overview of recipients’ activities.
Objectives
To reach our audiences affordably and frequently with promotions, incentives and marketing messages, and to drive traffic to the Web site.
Goal
Our ultimate goals are to increase awareness of M-real as a brand and encourage trial and re-orders of specific M-real papers.
Solution
The Spike Email System allows easy management of lists, messages, deployment and reporting. With a Web-based interface, work can be done from anywhere.
Email campaigns include:
• Customized messages for each group
• Specific landing pages
• The ability for merchant reps to have email campaigns for their individual lists
Results
The lists have grown steadily since the inception of the campaigns. Email continues to drive Web traffic. Individual reps are working with M-real to have campaigns directed at their specific contact lists. This helps tighten the relationship with reps who also represent competing brands. Email campaigns have helped M-real become the most recognized paper brand in Canada.
The “Kill Bill” girls attract attention and reinforce the message
The scenario: low-cost, lower-quality Asian papers were being brought into the Canadian marketplace taking share in the most competitive sector of the market.
M-real fought back with the introduction of two papers that delivered value-pricing with consistent European quality.
Objectives
Establish SoftGloss and SoftSatin, entry level papers designed for the budget-conscious direct marketing and publishing markets.
Goal
To take significant market share in the most competitive and commoditized segment of the market, and give buyers a European choice in that segment.
Solution
It was our job to create an aggressive, attention-getting brand that could not be ignored by the market.
We dubbed the papers, the “Warrior Brands”. Using imagery from the “Kill Bill” movies, we created two samurai-fighting women to symbolize the papers.
The introduction included
• A launch mini-site which has now been integrated into the M-real.ca site
• All strategy, design, copywriting and production for swatch kits for both papers
• An introductory email campaign to house lists and rented industry lists
• Numerous promotional and sample pieces
• Advertising in leading trade publications
The heart of Fiber is the paper publication. But because we set out to get noticed, we knew at the very outset that simply sending or delivering the publication would not get the response we wanted.
Objectives
The objectives were to get noticed, to cut through the usual promotion pieces that land on everyone’s desk.
Goal
Our goal was to reach a very busy target market – advertising and communications professionals, primarily in the greater Toronto area, and secondarily across Canada and the U.S.
Solution
Once we had the format and the concept for the publication we focused on how we would get it noticed. To that end, we decided on a launch event for each issue.
Invitations to the events took the form of postcards, followed up by email campaigns and then supported by dedicated Web sites.
Results
The events are attended by up to 300 highly targeted people in the communications business. Typically 6,000 to 7,000 copies are printed. The early ones are all “sold out”. The publication and the launch events have lead to direct business for all partners. Both the publications and the Web site have won awards in major North American shows.
The partners have received industry-wide recognition due to Fiber.
See the Web site for Fiber, H2 Oh Oh, featuring the photography of Photosensitive.
See the Web site for Fiber, The Beast In Me, featuring illustrations of Anita Kunz.
See the Web site for Fiber, Fame, featuring the photography of Christopher Wahl.
See the Web site for Fiber, Pixel Power, featuring the illustrations of Eboy.
See the Web site for Fiber, Amorous Nature, featuring the photography of Yuri Dojc.
As a corporate sponsor and supporter of Rethink Breast Cancer, Context developed a Web site to promote Curvas Cubanas. Event highlights included a fashion show and gallery display of local artists. Context was onsite to collect electronic contest entries and attendee profiles for follow-up communications. A post event email with a link to a photo gallery was sent as thanks for a successful event.
Project Scope
• Event Web site
• Onsite electronic contest collection form
• Email follow-up and event photo gallery
