Optimum PR

Challenge

• The British Columbia Securities Commission asked Optimum to develop and execute a communications strategy to help raise the public profile of the commission and educate investors about the dangers of investment fraud.

Solution

• Based on the research findings of a National Investor Index Survey, Optimum recommended the development of a sub-brand for the BCSC education programs that would serve as a consumer-friendly access point to information that, previously, had been presented on a more industry-focused technical website.
• Optimum engaged the services of our convergent partners Fjord Interactive and Identica Branding and Design in the development of the InvestRight brand.
• Optimum organized a public launch of the new programs with speakers The Hon. Wally Oppal, Attorney General and Doug Hyndman, Chairman of the BCSC.
• To reflect the announcement topic, the BCSC produced a video in which real life victims of investment fraud told their own stories of how they had been impacted.
• Optimum coordinated and oversaw all of the logistical planning for the news conference and was responsible for the development of all communications materials, including speaking notes, media advisories, and news releases.
• In addition, Optimum completed all media relations and logistical planning for a province wide tour that included speaking engagements in Victoria, Prince George, Kamloops and Kelowna to promote the new InvestRight program.

Results

• As a result of the media relations activities, Optimum secured significant media coverage of the kick-off announcement on two of Vancouver’s evening news programs, CTV and Channel M, as well as coverage in The Globe and Mail, Vancouver Sun, National Post, and Canadian Press.
• The InvestRight tour generated local print, radio and TV coverage in all of the communities targeted. Highlights included major print articles in the Victoria Times Colonist and Kelowna Daily Courier, live radio interviews on CKOV-63 and CBC Radio One, and broadcast coverage on CHBC Television.

Challenge

• The Business Council of British Columbia asked Optimum to provide strategic guidance and support with the conceptual development, planning and implementation of an annual business conference to help reinforce and strengthen the organization’s position as the province’s premier business association.

Solution

• From the first client meeting, through to the last delegate’s departure, Optimum oversaw the development and seamless execution of a communications strategy in support of hosting a premier business conference.
• Optimum worked closely with the Business Council on elements related to the conceptual development of the business conference, including recommendations for the name of the annual event and overseeing the design and creation of an event logo.
• We helped shape the inaugural event agenda - securing Arnold Schwarzenegger, Governor of California as the keynote speaker, liaising with the California Commission for Jobs and Economic Growth to confirm a co-partner relationship, and providing counsel on panel topics and potential panel participants.
• Optimum also engaged the assistance of both the Canadian Consulate in San Francisco and the Canadian Consulate in Los Angeles in a lobbying effort to secure Governor Schwarzenegger’s participation in the event
• We provided creative recommendations for delegate gifting and worked with a third-party supplier to produce branded items. All of the delegate gift items were made of recycled products, including a delegate folder made of recycled circuit board and a pen made of recycled currency.
• Optimum consultants worked with our event partners at Mediaco to oversee all audio visual production and staging requirements. The team coordinated the creation of support visuals for the event stage to ensure optimal brand placement.
• Optimum developed an integrated media relations strategy, which included securing a media partnership (Global TV and Vancouver Sun), proactive media relations and onsite media management.
• To prepare Business Council representatives for media interviews, Optimum solidified key messages and developed a support Q&A document.
• Optimum prepared emcee speaking notes for Larry Berg, President and CEO, Vancouver International Airport Authority.
• As a brief for the client, Optimum developed a minute-by-minute event run-of-play, which was distributed to the audio visual team for use on event day.
• Onsite, Optimum’s team of consultants managed the minute-by-minute event agenda, executing onsite requirements that included directing panel participants, ensuring flawless agenda flow and acting as the key point of contact for the audio visual team.

Results

• The Pacific Economic Summit made business history as the first conference in B.C. to host Arnold Schwarzenegger, Governor of California, as a keynote speaker.
• More than 450 C-level delegates attended the inaugural conference.
• More than 85 outlets registered for media accreditation.
• Optimum was successful in securing extensive broadcast, online and print media coverage, with a total reach of more than 22 million (22,958,339) impressions.
• Coverage included CBC Newsworld, Global TV National, Globe and Mail, Vancouver Sun and the Washington Post.

Premier Gordon Campbell and Governor Arnold Schwarzenegger at the Pacific Economic Summit.

Over 85 media outlets were in accredited and provided coverage of the event.

Breakthrough Performance & Value for Small and Medium-sized Businesses

DOLLARD-DES-ORMEAUX (QC) - September 12, 2007 - Brother International Corporation (Canada) Ltd today continued to reinforce its position as one of the leaders in providing laser printing solutions to the home office, as well as small and medium-sized business markets with the introduction of its new colour laser printer and multi-function centre line-up. At print speeds of up to 21 pages per minute in both colour and monochrome and with a starting price of $499.99 Can*, these machines set a new standard for performance, compactness as well as print quality, and certainly provide the best value for the investment. The series include three (3) new network-ready colour laser printer models (HL-4040CN, HL-4050CDN and HL-4070CDW) and one (1) multi-function unit (MFC-9440CN).
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Patented Pedra brand kits eliminate woes when installing granite countertops.

Vancouver, BC - October 1, 2007 - BuildDirect, the world’s leading online wholesaler of building materials, has launched a patented line of granite countertop kits that eliminate the traditional hassles associated with installing granite countertops in single medium to large-sized kitchens.

Traditionally, buying and installing granite countertops has involved buying the granite slab, then having it sized to meet the dimensions of the cabinets, then relying on professional contractors to cut and install the slab. These steps add a great deal of expense when installing new granite countertops.

Pedra granite countertop kits are specifically designed with the do-it-yourselfer in mind. Each kit has been developed for a single, medium to large-sized kitchen installation. These kits can be installed without the need for onsite fabrication or professional installers.
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Vancouver, B.C. - BuildDirect, the world’s leading online wholesaler of building supplies, has joined in with two popular TV shows to help save a Pasadena family from a home renovation disaster.

Company co-founder Rob Banks heard about the project after an appearance by Canadian home renovation expert Mike Holmes on the Ellen DeGeneres Show. Ellen introduced Mike to a young couple that had decided to remodel their bungalow to make room for their growing family. The family had hired a contractor who they thought could help make their plans for a dream home a reality.
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New Channel Offers an Interactive Co-Viewing Experience for Parents and Children

Vancouver. BC, July 25, 2007 - BabyFirstTV is pleased to announce its award-winning premium channel dedicated to providing positive content for babies, toddlers and their parents is now available for the first time in Canada via ExpressVu Digital TV from Bell and PersonalTV from Rogers. BabyFirstTV (www.BabyFirstTV.com) is created by leading experts in child development and education, and provides interactive opportunities for parents and baby to bond, learn and explore together. In celebration of BabyFirstTV’s Canadian roll-out, Bell and Rogers will offer subscribers free access to the programming for a limited time this summer.

With today’s announcement, BabyFirstTV is now available in 26 countries around the world and to more than 69 million homes. The content focuses on areas of development ranging from language and math, to sensory skills and creative play.
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Vancouver, B.C. (April 5, 2007) - Today, Vancouver artist Basco5 put the finishing touches on a massive 12 foot by 12 foot original work of art that he and three assistants have created live in the Burrard SkyTrain station over the past three days. Basco5 and his team have been following a highly detailed plan based on the pixelation principle, to transform more than 2,745 packs of Mentos Gum into a substantial piece of public art.

The artwork was designed by Basco5. The final creation will be reproduced on advertising billboards that will be displayed in Granville Station, starting April 9.

“I’m pretty excited about working on the Mentos Gum project,” says artist Basco5. ”I grew up close to Germany, so I remember watching Mentos commercials as a kid and they always made me laugh so it’s cool to think I’m part of the next generation of Mentos Gum adverts.”
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