my business portfolio
TRANSCRIPT
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Steve Harding, traveler enthusiast amazing uncle, supportive friend, sportsman,
SENS Fan, cultured, outgoing, dog owner, optimistic, PB lover…
A deeper more clearer understanding of where my professional life has taken me
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PARTNERSHIPDEVELOPMENTOfficialFitnessPartner-SponsorshipReviewLocations–Orleans,Trainyards,Kanata,BarrhavenObjectives;• increasebrandawarenessinformingthemarketoftheirarrival• LeveragetheOttawaSenatorsLogo&Markstoenhancetheirothermarketingassetsandresonatemore
withthecommunitythroughthisofficialstatusDemographicVaried-21-65-Male/WomenMediaBuy#1–LEDRotationalRinkboard
• ThetotalaudienceviewinggamesoriginatingfromCanadianTireCentreduringthe2014-2015regularseasonwasover20million
• AMA 154,000 • Eventhoughthisisconsideredanationaladvertisingasset,80%ofsenatorsTVaudienceisrepresented
bytheOttawaMarket,thereforetheclientwishedtoreachasmanyeyeballsaspossiblelocally.
(Rotatesthroughupto10partners)PurchasedClientsbrandvisibleminimumof14minutesinlengtheverysinglegameoverthecourseofaregularseason44homegames.Rotatesthrough10otherpartners
THEPOWEROFTSNandRDS:• TSNandRDS:14.5millionsportsviewersweekly-byfarthe#1sportsANDspecialtychannelinthe
country(for20consecutiveyears!)• MorethandoublethenumberofCanadiansnamedTSNasthenetworkwiththebestsportsprogramming,
thanSportsnet• Largersubscriberbase,distributionandpenetrationthantheircompetitors
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MediaBuy#2-LEDDOMINATION
• CanadianTireCentrehas5LEDringsinthebuilding.
• Topandbottomofthescoreclock,surroundingtheentire100levelfasciaandatbothendsofthe200levelfascia
• Alladvertisingonthissystemrunsina'fulldomination'mode-enablingyourcompany'sbrand/colour/messagetodominateintheeyesofthefan
Purchased4x30secondmessages/game22games/FullSeason
MediaBuy#3–RotationalBenchPanels
• 67feetofcontinuousbacklitsignagethatrunsbehindbothplayers'benches,lockerroomentrancesandoverthezamboniexit• Thissignagerotateswitheverystoppageinplayandalllocationsappearsimultaneously• Thebenchsignageshouldbedesignedwithtelevisionclose-upsinmindastheyoftenappearinTVshotsofthebench(smalllogomultiplesworkbesthere)
• BenchadvertisingdeliversexposuretomajormarketsinbothCanadaandtheUnitedStatesviatelevisionbroadcasts.
Purchased7Panels-TeamBench/Zamboni/PlayerEntranceRotatesthroughupto15partnersRotationalshareoverthefullgameMediaBuy#4–OfficialUseofSenatorsMark&Logo’s
• Advertiserhastherighttouseaco-brandedlogotopromoteit’saffiliationwiththehockeyclub• LeveragestheadvertisersbrandwiththatoftheOttawaSenators• Abilitytousethislogoinallmarketingcollateraltoenhancecurrentmarketingstrategy
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SponsorshipReview-OfficialFurniturePartnerLocations–Orleans,Trainyards,Nepean,Kanata,BarrhavenObjectives;• increasetraffictoalllocations• increasebrandawareness• LeveragetheOttawaSenatorsLogo&Markstoenhancetheirothermarketingassetsandresonatemore
withthecommunitythroughthisofficialstatus
Demographic35-54PrimarilyWomenMediaBuy#1–OfficialUseofSenatorsMark&Logo’s
• Advertiserhastherighttouseaco-brandedlogotopromoteit’saffiliationwiththehockeyclub• LeveragestheadvertisersbrandwiththatoftheOttawaSenators• Abilitytousethislogoinallmarketingcollateraltoenhancecurrentmarketingstrategy
MediaBuy#2–LEDRotationalRinkboard
• ThetotalaudienceviewinggamesoriginatingfromCanadianTireCentreduringthe2014-2015regularseasonwasover20million
• AMA 154,000 • Eventhoughthisisconsideredanationaladvertisingasset,OttawaMarketrepresents80%ofsenators
TVaudience
(Rotatesthroughupto10partners)PurchasedClientsbrandvisibleminimumof14minutesinlengtheverysinglegameoverthecourseofaregularseason44homegames.Rotatesthrough10otherpartners
THEPOWEROFTSNandRDS:• TSNandRDS:14.5millionsportsviewersweekly-byfarthe#1sportsANDspecialtychannelinthe
country(for20consecutiveyears!)• MorethandoublethenumberofCanadiansnamedTSNasthenetworkwiththebestsportsprogramming,
thanSportsnet• Largersubscriberbase,distributionandpenetrationthantheircompetitors
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MediaBuy#3-CANADIANTIRECENTREVISION(CTCV)
Withmorethan700HDscreensstrategicallylocatedthroughoutthearenas,yourbrandwillengagesportsandeventpatronsalikeCanadianTireCentreVisionallowsyoutocreatemomentsofbranddominanceandhighvisibilitytogeneratestrongawarenessandlastingimpressions.LeveragingthisdigitaltechnologyatCanadianTireCentrealsoenablesyourcompanytocreateinnovativeanddynamicvisuals(static,flashandvideoformatsaresupported)tofurtherauthenticateyourbrandandmaximizeyourbrandplacements
Purchased4minutes(16,15secondmessages)onthe100LConcourse,suitesandPrivateClubs44games/FullSeason
MediaBuy#4-LEDDOMINATION
• CanadianTireCentrehas5LEDringsinthebuilding.
• Topandbottomofthescoreclock,surroundingtheentire100levelfasciaandatbothendsofthe200levelfascia
• Alladvertisingonthissystemrunsina'fulldomination'mode-enablingyourcompany'sbrand/colour/messagetodominateintheeyesofthefan
Purchased4x30secondmessages/game22games/HalfSeason
MediaBuy#5–SocialMediaCampaign• Customizedcampaignsmutuallyagreedupontailoredtothe
client.Couldincludecontestandpromotions,orassistinginsaleseffortsmaintainingalevelofconsistencywithorganicSENScontent.
• Reachingover40,000fanspertweet/postPurchased
• 3postsonFacebookand3tweetsonTwitterperweek.• Socialhandleincludedonsocialmediapushesthrough
FacebookandTwitter.• Linksmaybeincludedtodrivetrafficwhennecessary
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PROGRAMING OLYMPICPROJECTSAthleteMusicRequestSurveyProgram
• Musicinsideacompetitionvenueisnotonlyforthespectatorsbutalsofortheathletes.Ourteamwantedtocreate a great atmosphere for the athletes also and therefore I built amusic request survey to get into thewarm-up.IcontactedallrespectedOlympicCommitteesandtheyconnectedwiththeirathletestofilloutthesurveyonline.Outof2,600athleteswehadover500surveyscompleted.
OlympicVenueCelebrityGreetingProgram
• Themissionstatementofmyteamwasto“educate,entertain,inspireandengagespectatorsatthecompetitionvenue”.Wedecidedtocreateaprogramwastocreateadditionalatmosphereforthespectatorsastheyenterintothevenue.Iwasresponsibleforconnectingtoavarietyof“celebrities”suchformerOlympians,musicians,actorsandotherpublicfigures.Iwasabletosecurecelebritiessuchas;ElizabethManley,AntonApolloOhno,CharlesHamelin,BrettButt,DaveGrohl,WayneGretzky,WalterGretzkyandmanymore.Iwasabletosecureover100celebritygreetingsandwasanextremelysuccessfulandfunprogram.
THENIKETESTDRIVEIwasaskedtobeapartofaconsultingteamwiththeNikeTestDriveProgramduringaFour-dayweekendinHuntsville,Ontario@ Deerhurst Resort. Our objective was to turn a 1980’s Ski Lodge at the top of the hill, into a 2006 NIKERUNNINGLOUNGE. Overthenext72hours,this lodgehadnewflooring,newwalls,Nikebrandeddecalsthroughout,withaworkoutareaforathletes,arehabilitationareaandanutritionzone.Thiswasalotofhardworkbutalotoffunas well, as we presented its look and feel to the Nike executives for final approval prior to their official launch thesummerof2006
Suggestedtoconvertameetingroom(previewcentrebygate2)andYspaceintoadaycareongamenights.Thiswouldhelpprovideasolutiontothosewhousefamilyresponsibilitiesasareasontheycan'tattend.Wouldhelpincreasethefemaledemographicwhomayalsobethedecisionmakeranddrivesmoreticketsales.E.g.Fitnessfacilitiescurrentlyapplythistosuccessandhaveincreasedmemberships.
Convertasuiteintoaspa,whichprovidesaestheticservicesand5/10minutemassages.Havethesuitesponsoredbyaspathatwouldprovidetheirstafforhavealocaltradesschoolprovidestudentswhoareinneedofaccumulatingco-ophours.Thiswaythereisnolabourcost.
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ESCAPECANADIANTIRECENTRE
Escaperoomsarethenewcrazethesedays.Iapproached“EscapeManor”withtheideaofcreatingan“escapetheCTC”opportunityandIamcurrentlybrainstormingafewideaswiththem.Premiseistoconvertacouplesuitesintoescaperoomsforacouplegamenights,duringa12-minuteintermission.Livevideotobetakenfromthesuiteandshownonthevideoboard.Theycurrentlyhave“escapethediefenbunker”and“escapethemuseumofnature”.Therewouldbegreatpublicityallaroundwithacreativelocalbusiness.TheCTCis20yearsoldbutcreativeideasstillexist.
Behindthescenetours@CTC(runduringthewinterwhentheteamisontheroadandinthesummer.Postsociallyandpromoteguidedtoursandcharge$10perperson.Ifmarketedright,thereisdefinitelyamarketforthis.Helpspromotethebrandandislowcost.(Dallascowboysdothisextremelywellandyoucanthrowafootballonthefieldaswell)
QUATCHIBLIMP@CANADAHOCKEYPLACE(OLYMPICICEHOCKEYVENUE)
IdeawastocreateaflyingblimpthatlookedliketheOlympicMascot.Theblimpwouldhavebeendesignedtoflyaroundtheinsideofthearenadroppingoffprizingduringintermissionstoluckyfans.Iwasinvolvedinthecreativeprocess,researchingandsourcingitsbuild.*wasnotcarriedoutasitdidnotfallwithinallocatedbudget