Inside Advocate - Summer 2023

Understanding Advocate’s brand

One of our goals with Project Atlantic was to establish a go-to-market strategy giving Advocate a plan to allocate sales and marketing resources to our clients, customers, and markets to drive growth in the most efficient and effective way.

To keep our most important clients and grow our value to them, we’re establishing an “enterprise client” program that will define a different way of doing business, with new governance processes such as strategic account management and planning, the

establishment of formal relationship managers, and new features and benefits available to those best clients.

Did you know our estimators receive and respond to more than a hundred opportunities daily? But before our estimators can do their jobs, those inquiries pass through our sales team, consuming a tremendous amount of selling time. To free up our sales team to better focus on their top growth prospects, we’re establishing an inside sales team to more efficiently intake and fulfill inquiries that don’t require the expertise of our top sellers.

These are just two examples of how we are trying to serve our clients and customers better, becoming a more client-centric organization while operating as efficiently as possible.

In future issues, we’ll share more examples of how we’re developing our approach to the market to transform and grow Advocate as a business and subsequently, grow career opportunities for all of our teams.

Doug Coll, Chief Commercial Officer

HUMAN CAPITAL HAPPENINGS:

Unleashing summer vibes!

By Cathy Brown-MacLean, VP of Human Capital

HC Giggles

What do books do during summer vacation? They go on “book-cations” and explore new chapters!

Why did the newspaper go to the beach during summer vacation?

It wanted to catch some “current” events and “surf” the headlines!

Why did the print company go on summer vacation? Because they needed some “re-ink-spiration”!

What did the printer say to the paper during their summer getaway?

“Let’s make some great impressions together!”

As the temperature rises and the sun shines brighter, it’s time to embrace summer! We hope this newsletter finds you in high spirits and ready to add a touch of professionalism and a dash of humour to your day.

Safety first, fun second! Safety is a priority in our workplace, but that doesn’t mean we can’t have fun too. Ensure “safety first” is party of your summer fun, channel your inner safety superhero, and remember, safety never takes a vacation! Sun protection. The summer sun can be harmful, so it’s crucial to protect your skin from UV radiation. Apply a broad-spectrum sunscreen with a high SPF before heading out and remember to reapply every few hours, especially if you’re swimming or sweating. Wear a wide-brimmed hat, sunglasses, and lightweight, long-sleeved clothing to shield yourself from the sun’s rays.

Stay hydrated. It’s easy to underestimate the effects of dehydration. Carry a water bottle with you at all times and drink plenty of fluids, even if you don’t feel thirsty. Avoid excessive consumption of sugary drinks and alcohol, as they can contribute to dehydration. Opt for fresh fruits and vegetables with high water content to stay hydrated and nourished.

Water safety. Our region boasts stunning coastlines and beautiful lakes, making it ideal for water activities. Whether you’re swimming, boating, or enjoying water sports, prioritize safety. Swim only in designated areas with lifeguards, heeding warnings about strong currents or dangerous conditions. Ensure that you and your loved ones wear appropriate life jackets.

Insect protection. Summer is also the season for pesky bugs. Wear insect repellent for protection from mosquitos, ticks, and other pests. Consider wearing lightweight, longsleeved clothing and pants, especially during dawn and dusk when insects are most active.

Trail safety. Be prepared and stay safe while exploring our many wilderness trails. Inform someone about your hiking plans, stick to marked trails, and carry a map or GPS device.

Why did the printing press choose a tropical destination for its summer break? It wanted to soak up the “CMYK” rays of sunshine!

Wear sturdy footwear, dress in layers, and pack essentials such as water, snacks, a first-aid kit, and insect repellent. Be aware of your surroundings and be cautious of wildlife encounters and changes in weather.

Barbecue and campfire safety. When grilling or having a campfire, ensure you do so in designated areas and follow local regulations. Keep a safe distance from flammable objects, and never leave fires unattended. Extinguish fires completely before leaving the area or going to sleep. Always use barbecue grills and camp stoves outdoors and away from tents or other enclosed spaces to prevent carbon monoxide poisoning.

Unleash your inner explorer. There’s no shortage of natural wonders in our areas, so this summer, we challenge you to “explore your backyard!” Whether it’s hiking along breathtaking coastal trails, discovering hidden gems in quaint towns, or indulging in delectable seafood delights, we want you to make the most of this amazing region we call home. Adventure awaits!

As always, we’re here to support you in any way we can. So, dive into the sunny season with enthusiasm, soak up the warmth, and let the power of summer unlock your full potential.

Summer vacation tales

We encourage everyone to take a well-deserved break and we’d love to hear about your escapades. Share your vacation tales and photos with us! We’ll be featuring some of the best in next month’s newsletter. Who knows, your vacation story might inspire the next best-selling novel!

Brand identity explained

By Doug Coll

Thank you everyone for your warm welcome to Advocate. I’m just so happy to be a part of this amazing team!

Over the last few months, our new brand vision statement has been popping up on computer screens and office walls across Atlantic Canada: “Grow. Operate. Communicate. Showcase.”

As I’ve made my way around our offices in Halifax, Pictou, Stellarton, and Dieppe, I’ve had the opportunity to conduct a social experiment with our teams. Do we know what the heck this new brand vision means?

The answer to that question is an emphatic “Doug, I have no idea!”

It’s important we all understand what this means for our business, so here goes.

As a business, our approach to the market has been to lead with our individual brands — Advocate Media, Metro Guide Publishing, ACG, and Advocate Print for example. The focus has been to speak to

the marketplace through what we do as printers and publishers. The focus has been on our services and products.

Our shift in brand strategy aims to communicate not what we do in direct terms, but rather the value of what we cocreate and the impacts Advocate has on our clients. When a client engages one of our solutions, we generally help our clients grow their business faster, operate more efficiently, communicate more effectively, and showcase their businesses with pride.

Our new brand strategy opens a new world of marketing possibilities and changes the sales conversations with our clients and customers. Want to find out more about our new brand strategy? Please reach out to a member of the sales and marketing team.

We would love to share our passion for our new brand vision statement.

Sales team making advances

By Tom Badger

Over the last year, we’ve accomplished good sales growth and are well ahead of the previous year. This is partly due to overall required rate increases caused by rising cost, in addition to some good wins by the sales team, of course supported by production and all employees throughout our process. Everyone in the chain from the point of entry to shipping to billing and receivable has an important role and contributes to this success.

The sales team have been active in a prospecting program launched in September of last year. To date there have been numerous new sales attempts that have realized real opportunity and extended our branding exposure, adding to our overall client count and revenues. Esraa, who has been a key contributor to the program, shares more on this initiative in her article.

We have a saying that “Sales gets the first order and production secures the next.” Without the exceptional commitment and support of our production and planning teams we would not have had our success.

And the future possibilities are encouraging! There have been challenges but we’re making great progress with interdepartmental communications, planning, peer support, and appetite for improvement. We have a solid number of active clients and a high incident of repeat opportunities, which identifies client satisfaction and underscores the importance of quality in our work and timeliness for completion. We’ll need to continue to sharpen that saw.

Our sales team is focused on identifying and supporting clients who fit our ideal client profile, so that their skill and ability is invested in supporting businesses who appreciate the value in a collaborative exchange, and are not solely focused on price. This is an ongoing effort, part of our Project Atlantic initiative. With more work to be done in the coming months, preparing the landscape and our team of sales professionals, the opportunity for growth and client acquisition via new revenue streams is exciting!

Canadian Holidays

Aug. 7

Natal Day (Halifax Regional Municipality)

New Brunswick Day (N.B.)

Sept. 4

U.S. Holidays

Events

July 21-23

Halifax Multicultural Festival

July 28

Africa Festival of Arts and Culture (Halifax)

July 31

Diversity Atlantic Awards, presented by TD and Advocate, submissions close

Aug. 2

Regatta Day (N.L.)

Aug. 4-6

New Glasgow Riverfront Jubilee

Aug. 15

National Acadian Day

Aug. 25 - Sept. 2

Moncton Pride Festival

Sept. 14-21

FIN Atlantic international Film Festival

Sept. 15-17

Hector 250 Anniversary Celebrations

Sept. 16

Rosh Hashana

Sept. 25

Yom Kippur

Sept. 30

National Day for Truth and Reconciliation

Oct. 9

Thanksgiving (CA)

Oct. 9

National Indigenous Day (US)

Oct. 27-29

Saltscapes Expo

Celebrating differences

By Trevor J. Adams

Do you know local businesses that champions the values of equity, diversity, and inclusion? If so, there’s still time to help them get the recognition they deserve: organizers have extended the application deadline for the Diversity Atlantic Awards until July 31.

TD and Advocate are partnering to launch this new awards program.

“Celebrating excellence in diversity and inclusion in the Atlantic Canadian workforce, these awards spotlight the power small- to medium-sized businesses have when providing a work environment that respects everyone and celebrates our differences,” says Jill George, Advocate’s senior marketing manager. “Diversity, equity, and inclusion represents a broad range of experiences from health impairments or neurodiversity to socioeconomic background, ethnicity, or starting life in a new country.”

Organizers intend to present nine awards in three categories: consumptive products/services (food/drink producers, processors and growers, or related industries), non-consumptive products/services (fashion, personal style, craft, home and garden, décor, construction materials, and travel), and information technology.

To submit a nomination or learn more, go to: diversityatlanticawards.ca

This is us... MH+D,

U.S.

MH+D Mainstay at Portland Art Gallery

Maine Home + Design, in partnership with HighNorth by Wellness Connection and local non-profit Gulf of Maine Research Institue, invited members of the design community to the Portland Art Gallery for the chance to see artist David Moser’s latest furnishings for Thos. Moser Design, in addition to remarkable works from artists PAG represents. While mingling, guests nibbled on appetizers and desserts from Graze by Elena paired wirh cocktails from Portland’s only rum distillery, Three of Strong. Attendees heard from MH+D editor Danielle Devine, Portland Art Gallery director Emma Wilson, and GMRI chief scientific officer Janet DuffyAnderson before browsing the gallery’s exhibits.

Saltscapes Expos engage and inspire

By Trevor J. Adams

The Saltscapes Spring East Coast Expo returned to the Halifax Exhibition Centre in April, once again bringing attendees together with vendors from around Atlantic Canada.

“Our Metro Guide Publishing team traded in their computers and desks for work gloves and got down to business at the Halifax Exhibition Centre to transform the arena and outbuilding into a warm and inviting space to host hundreds of vendor booths and thousands of consumers,” says senior marketing manager Jill George.

The three-day event boasted products from local makers, samples of East Coast food and drink, and demonstrations. Among the offerings were handcrafted jewellery, jams and preserves, beer, wine, spirits, handmade soaps, pet accessories, fashion, and more. Chefs, cooks, and culinary experts shared their craft on the Sobeys Culinary stage, while the Subaru Songwriters stage hosted local musicians.

“The Expo represented a mosaic of talented Atlantic Canadians,” George says.

Save the date for the Saltscapes Fall East Coast Expo: Harvest Greets the Holidays, from October 27 to 29 at the Halifax Exhibition Centre. Visitors will find farm-to-table inspiration, entertaining and dining ideas, holiday gifts, and more. Ask your manager about volunteer opportunities or how to get involved.

Photos: Steve Smith/VisionFire

Photos: Dave Dostie

Prospecting for success

By Esraa Mostafa

Ten months ago, a program was launched to institute a standardized method for prospecting. Prospecting is the lifeblood of any success-driven organization, and the result constitutes a grassroots solution that has optimized prospecting efforts. This prospecting program includes formalized prospect assignments, progress logging into an interactive workbook, weekly professional development, recognition of high performers through a live KPI-driven

Multi-factor authentication becoming more prevalent

By Jeff Merrick

As security risks evolve, we need to ensure we’re doing our part to protect Advocate and our clients from cyber attacks. The company has begun using multi-factor authentication (MFA) and will roll it out to computer users over the summer.

Multi-factor authentication is a type of login that requires multiple keys to validate a user’s identity. For Advocate, it will involve two factors: something you know (your password), and something you have (a security token or cellphone).

For a user to be granted access to something, they must successfully present these two keys. You may already be using multi-factor authentication today to do things like secure online transactions, such as online banking or shopping. It’s increasingly becoming the industry standard for online security, as it’s much harder for an unauthorized user to hack.

leaderboard, cutting-edge data analysis, and continuous improvement measures by disseminating monthly surveys, and aggressive implementation of valuable feedback.

By enabling the sales team with more than 2,000 researched cold leads organized by category, the program has resulted in hundreds of potential new clients and has been responsible for more than 13 per cent of all of Advocate’s new accounts opened since the program’s launch. However, the greatest potential is yet unrealized. By fostering a culture of prospecting aimed at innovation and growth, and instilling accountability and commitment, the program has the potential to expand strategically and unlock the full capacity of our incredibly talented sales team here at Advocate.

Moreover, by collecting the right data from client interactions, the goal is to provide the

team with concrete feedback and to answer questions that can guide prospecting efforts and ultimately increase operational effectiveness.

Advocate and JazzFest: making music together

By Jill George

Advocate has sponsored the TD Halifax Jazz Festival (HJF) for many years, plus been involved in the ad sales and design of the official program. This February, Advocate won the contract to handle all marketing, communications, and design for the festival and continues to support the festival via sponsorship and the program. HJF saw the value of Advocate’s ability to help the festival grow as its one-stop shop for marketing, communications, design, print, and signage.

“The festival had a missing piece from the operations standpoint and Advocate had the right team to fill the void,” says Fred Fiander, Advocate’s vice-president of media operations. “Our experience with the jazz festival gave us the opportunity to understand the organization and see how the various brand solutions Advocate offers would be beneficial for both parties.”

If you’re in the Halifax area, you’ve probably seen the fantastic “mind-blown about jazz” graphic, which ACG’s Dezza Nascimento designed, around the city, on buses and

posters, in digital advertisements, and on social media.

Our marketing, photography, and videography teams will be on site venues throughout the city during the festival (July 11 to 16), capturing the ambience and experience.

HJF’s mandate includes the promotion and presentation of live performances, planning educational workshops (such as the renowned Creative Music Workshop), and creating opportunities for local talents. It brings renowned performers from many parts of the world to a city that doesn’t always find itself naturally on the maps for touring artists. The TD Halifax Jazz Festival, formerly known as the Atlantic Jazz Festival, is the oldest jazz festival and largest summer festival in Atlantic Canada, attracting up to 65,000 visitors, involving 400 volunteers, and booking more than 350 local musicians.

Captain Lighthouse

After defeating foes such as Rumour Monger, Doctor Spin, and Dead End over a decade ago, Captain Lighthouse took some time off, and now LighthouseNow’s beloved mascot has returned to battle the untruths and tell the real stories of Nova Scotia’s South Shore. Captain Lighthouse made his return at Liverpool’s Privateer Days on June 24 with a great reception from the hundreds lining the parade route.

Dieppe at Work

PROFILES

New teammates and long-time Advocate employees

We invited a few of Advocate’s recent and long-time hires to tell us a bit about themselves. If you’re new to the team and would like to introduce yourself, email jillmurray@advocateprinting.com and we’ll save a spot for you in a future issue.

Ryan Gray-Wheeler, Pictou, N.S.

Position: Production Supervisor (Pictou)

Hire Date: May 23, 2023.

Hobbies: Golfing, softball, and hockey.

Recent great movie: “Air”— an in-depth look into athletes and how they navigate all the sponsorships they get offered.

Favourite saying/quote: “Just the fact that we don’t know our due date on death, should be enough motivation to live everyday to your highest potential.”

Favourite food: Pulled pork sandwiches.

Lauren McKenney, Halifax, N.S.

Position: Associate Publisher (Halifax)

Hire Date: May 9, 2022.

Hobbies: Reading, guitar, singing, and vintage shopping. Someone I would like to meet: Taylor Swift.

Favourite recent book and movie: Read: My Body by Emily Ratajkowski (reread) or Bunny by Mona Awad. My next read is The Silent Patient by Alex Michaelides

Movie: Where the Crawdads Sing. The movie is great; the book is even better.

Favourite saying/quote: “Create a life you can’t wait to wake up to.”

Favourite food: My dad’s homemade pizza.

Darren Justason, St. Stephen, N.B.

Position: Bindery Team Lead (St. Stephen)

Hire Date: Sept 6, 1986.

Hobbies: Woodworking, gardening, playing my guitar at campfires and kitchen parties.

Someone you would like to meet: Willie Nelson. Recent great read or movie: St. Croix Courier.

Favourite saying/quote: “It will all work out in the end.”

Favourite food: Anything on the barbecue from hotdogs to T-bones.

Kaitlyn Gammon, Pictou, N.S.

Position: Bindery Team Lead (Pictou)

Hire Date: Aug 29, 2009.

Hobbies: Photography, exploring nature.

Someone you would like to meet: Celine Dion. Recent great read or movie: Those who wish me dead.

Favourite saying/quote: “Don’t gain the world and lose your soul, wisdom is better than silver or gold.” — Bob Marley.

Favourite food: Cheese, potatoes.

Eric Fournier on the Nexpress.

Robert Pierce and Donald Gaudet running the tabber.

Ralph Arbeau on the cutter.

Will Johnson running the QM.

Recent Hires

PICTOU

Bailey, Christina M

Butler, Dawson MJ

Cameron, Chelsey L

Dignan, Noah M

Giles, Emily J

Gray-Wheeler, Ryan

Heighton, Anne-Margaret

Hiemstra, Kathryn S

Jones, Shelley A

Dalton, Keagan

LeBlanc, Cody T

Production Assistant - Summer Student

Production Assistant

Customer Service Representative

Production Assistant - Summer Student

Production Assistant - Summer Student

Production Supervisor

Production Assistant

Shipper/Receiver

Administrative Receptionist

Maintenance Assistant - Summer Student

Production Assistant - Summer Student

LeBlanc, Kurtis B Jogger

MacFarlane, Cameron T Jogger

Maxner, Cal C

HALIFAX

Coll, Douglas A

Accounting Clerk - Special Projects

Chief Commercial Officer

Harrison, Douglas F Estimating Supervisor

ST. STEPHEN

Flaherty, Gail MN

STELLARTON

Leppard, Jessica K

KENTVILLE

Zambri, Nicola

Pre-Press Assistant

Customer Service Representative

Casual Driver/Labourer

Career Moves

PICTOU

Gammon, Kaitlyn

Fraser, Helga D

Bindery Lead

Operator

Campbell, Heather E Operator

Robinson, Melissa A Operator

Montgomery-Grasse, Jessica L

Purdy, Allan Lorne

Cameron, Courtney D

Sarson, Josh William Blake

Distribution Administrator

Senior Estimator

Production Assistant

Roll Person

Marshall-Parker, Tiffany Supervisor, Circulation

HALIFAX

Skorobogatov, Sam

McKenney, Lauren A

Brunt, Greg S

George, Jillian A

Protecting your data

By Kevin McBain

More than ever, we live our lives online, with people using electronic devices to order groceries, make appointments, bank online, and much more.

Having our bank accounts, credit card numbers, and other financial data at our fingertips is convenient but also makes it easier for criminals to steal our information, thus the need for better security.

“A priority is to invest in some antivirus or malware protection for your devices,” says Advocate chief information officer Jeff Merrick. “You may do it on your computers, but for smartphones you may not be protecting it as much as you should. People don’t invest that $5 a month to protect, really, your crown jewels.” And there are other simple steps you can take.

• When changing your passwords, make sure they’re significantly different from your old ones. It’s a good habit to change your passwords often to reduce the risk of criminals cracking them. However, if your new password is similar to your old one, it will be easier for tech criminals to guess than if you use something completely different. Merrick also suggests unique pass phrases as an even better option.

• Disable location services whenever possible. Many apps and websites will attempt to access your location, but it’s usually not required to use the service. Don’t share your location with just anyone; the more information criminals have, the easier it is to hack you. Disable location data entirely if you’re especially concerned.

Digital Media Creator

Associate Publisher

Senior Business Analyst

Senior Manager, Marketing

Mostafa, Esraa Ashraf Mahmoud Manager, Commercial Enablement and Operations

DIEPPE

Badger, Thomas B

STELLARTON

Managing Director, Sales

Munro, Jill Manager, Client Services

This is us

Gail Flaherty works in the Saint Croix, N.B., office doing layout and preproduction for the Courier. She worked at the company for a 14-year stint until about three years ago, doing advertising design and returning to the company in April. A lover of animals, Gail volunteers at the Charlotte County SPCA and was called on to help rescue stranded animals during the Stein Lake wildfire in Bocabec in late May. Here, Gail is showing Courier reporter Robert Fisher what he needs to fix this week.

Cleaning up old tech devices

By Kevin McBain

Do you have old computers and accessories (mice, keyboard, monitors), mobile phones, desk phones, or other technology not being used in your office?

The IT team wants it back so they can recycle and properly dispose of it. Just box it up, take it to your office’s front desk, and have it sent to the IT department in Pictou, N.S.

“Those who frequent dumpster sites may find an abundance of personal data if you simply throw it out. Even if it’s no longer working, a hard drive is often intact and still contains your data,” cautions chief information officer Jeff Merrick. Even erasing the data can be insufficient, as people with the right tools can sometimes recover it.

The safest way to dispose of an old computer is to take out the hard drive first and then destroy it or wipe it using a deep deletion utility.

Photo: Robert Fisher

Saltscapes at Symphony: the first Saltscapes Sociable

Saltscapes magazine’s clients and contributors recently joined the team for an evening with Symphony Nova Scotia, for the first Saltscapes Sociable: a series of new networking events at unique locations in our community. Plans are in the works for the next edition, coming this fall.

Yes! It takes a village. Be a part of our next issue:

Submission Date: Sept. 15

Next issue: October

Contact info: Jill Murray, Director of Marketing & Communications

Phone: 902-455-2870 ext. 1818

902-499-9697

Email: jillmurray@advocateprinting.com

Photos: Bruce Murray/VisionFire