These four case studies show Dean's career track record of developing highly successful communication plans and executing strategies and tactics that achieve communication and business goals.
Snap-on Tools of Canada Ltd. desired to increase its exposure in vertical trade magazines, to help maintain its position as a tool of choice with professional automotive technicians.
Strategy and objective
Increase presence in trade magazines by developing regular supplied editorial features and a program of regular news and product releases, and enhancing relationships with key automotive trade magazine editors.
A communication plan was developed that included supplying editorial features to Service Station and Garage Management, the leading trade publication for the independent automotive maintenance and repair industry.
News and product releases were sent regularly to SSGM, and also to other automotive trade magazines.
Relationships were successfully strengthened with all key Canadian automotive trade magazine editors. A series of six editorial supplied features for SSGM, plus regular news and product releases, increased Snap-on's editorial exposure by 12,000 words in one year.
Snap-on Tools of Canada Ltd. desired to increase its return on investment in sponsorship of the Canadian Molson Indy.
Create a Snap-on Day at the Races event that will be exciting for participants and gain local media exposure for the nationally televised race event.
An autograph-signing session event for teenagers in the Boys and Girls Club of Toronto who were Snap-on's guests for race day was organized. In all, 18 out of 21 drivers invited to participate in the signing session in the Snap-on grandstand area, took part. At the time, it was Snap-on's most-successful-ever Snap-on Day at the Races event.
The autograph session was covered by local television news media for the 6 p.m. sports segment. The vice-president of sales for the Canadian division was very satisfied with the results of the campaign.
This national education not-for-profit needed to increase 2011 regional and national media exposure for its flagship program, Take Our Kids to Work, with more brand association to the well-known annual Take Our Kids to Work Day. At the same time, there were major stakeholder communication projects the organization had not been able to complete.
Strategy and objective:
Increase media presence by engaging an external public relations consultant who could devote media relations resources required to proactively seek out Take Our Kids to Work Day media opportunities. This strategy freed up the in-house marketing communications team to focus on and complete important marketing and stakeholder relations communication projects.
Achievement / results:
All media releases were written by the communications manager, with release distribution and media relations follow-up handled by the external consultant. There was significant media coverage across Canada, with more mention of The Learning Partnership as the brand owner of Take Our Kids to Work than in previous years. Coverage included a 20-minute feature interview on regional AM radio in Toronto. There was a 20% increase in media exposure of Take Our Kids to Work Day.
This Canadian flooring dealer specializing in floating floors needed to increase its presence in the marketplace.
Strategy and objective
Increase TORLYS's media presence in both consumer and trade publications by:
Providing editorial supplied features with a branding tag line
Regular distribution of product and news releases by the in-house marketing communication team
Engaging an external public relations agency to proactively find media opportunities for TORLYS
Consumer-oriented supplied features were written by the communications department and distributed regularly to community and daily newspapers through News Canada syndication. Features were also custom-written and supplied to selected home-décor consumer and trade magazines. As well, news and product releases were written and distributed regularly to trade publications and selected home-décor magazines.
To complement internal efforts, Communications managed a relationship with TORLYS's chosen agency of record, which proactively sought out media opportunities. TORLYS's media presence increased by 20 per cent in one year.