Optimum West

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

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