British Columbia Securities Commission - BCSC InvestRight Program
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.