Echo Website

Echo is the focal point and catalyst for women’s health at the provincial level. Echo collaborates with the health system, communities, researchers and policy-makers.

Significantly, Echo works to ensure that research results are understood by both key stakeholders and decision-makers, and that what is theoretical becomes practical and is introduced to practitioners, thereby improving women’s health in Ontario.

Project Description

  • Built the site on an open-source database-driven Content Management System
  • Designed the site to ensure that the newest, most important information is given prominence
  • Implemented a members-only area
  • The public site is completely bi-lingual
  • Included RSS feeds, surveys, newsletters

Results

This first phase of the site is designed to establish a presence and create the foundation for further growth. Further databases, both for the public and healthcare stakeholders are being added.

Why add Twitter to your customer service offering

If you sell a product or service, you likely have a customer service department. Typically it includes a call center.

Why would you add Twitter?

Look at it from a customer perspective:

Many call centers do not operate 24/7.

Calling often means call center hell. Long waits, disconnects and really bad music. In the realm of horror stories, call centers occupy their own department. Therefore, many people avoid calling. That may seem like a good thing, but it’s not. It doesn’t mean they don’t have an issue – it’s just not worth the agony. So they talk to their friends, blog about it, make videos and create URLs like (yourcompany)sucks.com.

Email can be dicey too. Some companies are good at responding, others not so good.

Compare this to Twitter. A customer does a search on Twitter and finds the company they’re thinking about. They send a tweet with a query or complaint. The company monitors Twitter and gets back within hours. The situation is acknowledged and on its way to being answered. read more

Toronto Hydro Website

Objectives
The previous generation of Toronto Hydro websites had grown tired and were in need of a significant rework. Our challenge was to create friendly, useful customer and corporate sites based on solid strategies, built on clear architecture and delivering intuitive navigation. The goal was to create self-service sites to make it easy to incorporate more transactions and interactions onto the Web.

Context Creative Response
The site was designed to let Toronto Hydro incorporate important programs on top level pages
• Clean design and navigation encouraged customer use
• We integrated back-end functionality including access to customers accounts, log-in to supply meter readings, registration for various incentive programs
• Deliver sites on high-performance Content Management System to allow marketing staff to control content across the sites
• Integrate email campaigns to a number of defined

Results
Compelling messages and easier navigation increase customer satisfaction. More customers now use the Web to register for programs and promotions.

Business Incentive Program

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.

BIP-Quotes

Goal
The goal was to make designers, architects and building owners aware of the program and to consider it when planning renovations.

BIP-Website

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

BIP-Cover

Augmented Reality: The Newest Layer Between the Virtual and the Real

Here are the keys to Augmented Reality: your 3G smart phone (likely an iPhone or Android-powered phone) with its camera, GPS and compass technology enabled, a new browser such as Layar or the Wikitude World Browser and any number of use-specific applications that you download to your phone.

read more

Summer Challenge

How to convince your customers to use less of your product

Toronto Hydro supplies electricity to the city’s residential and business customers. They also encourage customers to get the most value from the energy they use. In the summer of 2007, they focused on the business segment, asking them to reduce their use over the hot summer months – the months when demand and stress on the system is the highest.

Objective
Toronto’s businesses account for 20% of Toronto Hydro’s customer base. However, they’re responsible for 80% of the City’s electricity use. One of Toronto Hydro’s top priorities was to scale back energy usage over the critical summer months by asking customers to find ways to simply use less.

Goal
The goal was to ensure that Toronto Hydro’s customers were aware of this program, and the significant incentive they could earn by using 10% less electricity over July and August.

Solution
Toronto Hydro offered a 10% credit on a fall bill if the customer reduced their use by 10% over the summer. Using this simple and powerful message, Context worked with Toronto Hydro to roll out Summer Challenge for business.

We photographed Toronto Hydro customers in their business locations, putting them front and centre in this multi-media campaign. Businesses were encouraged to reduce their consumption by 10% between July 1 and August 31 and earn a 10% credit on their fall electricity bill.

Project Scope
• A set of 9 teaser postcards featuring Toronto business owners
• One 8-page (FSI) and one 4-page tabloid-size (2nd FSI) direct mail pieces to launch the program
• Direct mail (small and mid-size business customers) reaching 52,000
• Direct mail (large business customers) reaching 1,000
• Digital video boards
• Half-page newspaper ads (English and Chinese)
• Elevator wraps
• Elevator media – Captivate Network
• Online ads
• Web content and Media resources
• E-mail and Press releases
• Posters – Community affiliations
• Mid-campaign direct mail reaching 52,000
• Mid-campaign (3rd FSI)
• Street teams, community events and neighborhood postal walks
• Summer Challenge / BIP segue direct mail and ad
• Community Recognition ads
• Customer bill insert

Results
42 million kWh target

Over 87 million kWhs saved

70% campaign awareness

Research showed the campaign had over 70% awareness among its target market, and Toronto Hydro exceeded their goals for electricity savings over the summer.

Total Campaign Effectiveness
12,902 businesses achieved the 10% reduction of electricity use (approximately 24% of businesses).

An additional 4,197 business customers saw a reduction of between 6% and 9.5%.

Total media campaign impressions:

18+ 45,251,732
Professionals/
Business Owners 1,328,400

Total online campaign impressions
Total display ad impressions 2,462,496
Total click-through rate 3,314

Total e-mail impressions
Total standalone e-mails 9,351
Total viewed/opened 5,167
Total click-through rate 102

TorontoHydro.com/bizchallenge visits
June 1,621
July 3,404
August 771
September 485

Project Team
Creative Director: Lionel Gadoury
Copywriter: Andy Strote
Designer: Scott Leder
Project Manager: Jennifer Wilson
Mark Peter Drolet: Photographer

Awards
RGD Design At Work 2007

Power to Power TO

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.

Govan Brown

Client Objectives / Challenge
Govan Brown is a leading Toronto-based construction management company that has seen significant growth over a short period of time. Their challenge was poorly understood category, a weak identity that suggested they may be an interior design firm, a website that no longer reflected their business and a lack of materials to accompany RFPs or leave with clients.

govanbrown_truck

Context Creative Response
Our first challenge was to remake their identity so that it said “construction” in a strong elegant way. Based on that, we created a full stationery package, a website built on a content management system for easy updating, a 16-page brochure and graphics for vehicles and hard hats.

govanbrown_website

Campaign Results
The website has become a true tool for the company. Marketing and sales can now point clients to relevant case studies, while project managers use client collaboration software in the password-protected area. The company is now clearly positioned as a leader in its category.

govanbrown_cover

Client Testimonial
“Context Creative did a great job of bringing Govan Brown into the 21st century. The new website they created allows our current and potential clients to not only see information on the company, but also case studies of completed jobs pertinent to the clients’ specific industries. Context also implemented a Content Management System that allows us to make easy updates as new projects are finalized or service offerings are revised. We now manage the site in house which saves us time and money.”

Ginny Lovelace, Director of Marketing, Govan Brown Construction Managers