Marketing Communications
Our task is to help our clients sell. This means building positive
and fruitful relationships with trade and consumer audiences,
with influencers and with the target public. It means creating
brand awareness and market excitement, building product reputation
and demand.
Case Study: Be a fan not a fool
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Challenge
BC Place sought to eradicate unruly behaviour at football games.
The organization commissioned Reputations to produce a multi-faceted fan empowerment program to combat unruly “fool-like” behaviour during football games, versus increased security and solely deterring alcohol consumption.
STRATEGY
Reputations designed a marketing campaign that revolved around combating unruly “fool-like” behaviour during football games.
This campaign featured images of BC Lions’ football players on creative print ads, campy videos, fun radio announcements, and effective media advisories. Press releases and press conferences ensured a tangible buzz among the general public as well as the media.
RESULTS
Successful implementation of the program included $190,000 worth of media coverage for the program launch, several requests for follow-up interviews to discuss the program’s success, and plans to expand the project with a second phone line with added text messaging capabilities. Over a two-year time period, the Be A Fan Not A Fool program logged over 100 calls resulting in a 75% eviction rate.
Reputations was also recognized with an Award of Excellence in Marketing, an Award of Merit in A/V and Multimedia, and an Award of Merit in Special Publications by the International Association of Business Communicators (IABC).
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