Optimum West

Challenge

• Bell Canada asked Optimum to develop and execute a communications strategy to announce the company’s commitment of $1-million toward the Bell Community Sport Fund in 2006. The Sport Fund awards grants in the amount of $5,000 and $25,000 to community programs dedicated to improving access and participation among youth.

Solution

• In support of Bell’s national funding announcement, Optimum planned a news conference at a community centre in Vancouver’s Downtown Eastside neighbourhood.
• To reflect the announcement topic, Optimum chose the Strathcona Community Centre as the venue for the news conference. Because Strathcona had recently been awarded $25,000 from the Sport Fund for a soccer program, the venue offered a working example of the benefits of Bell’s initiative.
• Optimum arranged for children involved in the soccer program to be present at the announcement and coordinated a special soccer clinic led by members of the Vancouver Whitecaps professional soccer team.
• Optimum coordinated and oversaw all of the logistical planning for the news conference and was responsible for the development of all communications material, including speaking notes, media advisory, and news release.
• In addition, Optimum conducted all media relations associated with the announcement in Western Canada.

Results

• As a result of the media relations activities, Optimum secured coverage of the funding announcement on two of Vancouver’s evening news programs, as well as a highly positive article in the Vancouver Sun, B.C.’s top newspaper.

Bell Canada commits $1 million dollars to the Bell Community Sport Fund in 2006