THE SHOWCASE 2018
The Agency is an experiential learning facility operating within the McKeil School of Business at Mohawk College. Students from a variety of programs, including Accessible Media Production, Advertising and Marketing Communications, Business Analysis, Business – Marketing, Broadcasting – Television and Communications Media, Computer Systems Technology – Software Development, Creative Photography – Still and Motion, Graphic Design, Journalism, and Public Relations, collaborate in developing real-world marketing and communications solutions for selected non-profit organizations and start-up companies in the greater Hamilton area.
mohawkcollege.ca/theagency
THE SHOWCASE 2018 All projects with our client partners are integrated into course curriculum and students are marked on their performance. They work under close faculty supervision as they develop effective marketing and communications solutions that meet client objectives. The Showcase provides examples of some of the client work the Agency has created this past year.
The Showcase
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THE AGENCY PROCESS
Step 1: Upon approval of their application, the client meets with the Agency manager to discuss project goals and sign a mandatory Scope of Services document detailing the specific nature of the project as well as the deadlines.
Step 2: At the beginning of the term, the client visits the Agency to meet and brief their student team. One member of the team is selected to act as the primary contact between the client and the team.
Step 3: After the initial briefing and under faculty guidance, student teams begin working on the client project. Students contact and meet with the client as required. Throughout the project, it is the client’s responsibility to be accessible to their student team and provide timely input and approval. Upon final delivery of their campaign, the client is supplied with all assets that constitute the student team’s completed work product. This marks the end of their engagement with the client.
“Simply put the Agency at Mohawk College produces the most professional ready students I have ever had the pleasure of working with.” Charles Burke, Start the Cycle
CLIENTS WE HAVE WORKED WITH Twitter Canada Kellogg’s Ronald McDonald House Charities Habitat for Humanity Hamilton Hamilton Health Sciences Innovation Factory Industry-Education Council Mark Preece House Gene Blueprint
Wesley Urban Ministries Dundas Valley School of Art KnowQuest Body Brave Hamilton Out of the Cold CityLAB The Forge Pie in the Sky Community Living Burlington
Nix Sensor Sniper Skin Autism Dog Services Mobélease Wireless Inc. Child Hunger Brantford Greenteriors Cancer Assistance Program Boys and Girls Clubs of Hamilton …and many more
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The client Industry-Education Council (IEC) is a not-for-profit organization located in Hamilton, Ontario. IEC helps stakeholders showcase their industry or sector to their future workforce through programming, group mentoring, partnership discussions and practical hands-on learning opportunities.
The ask IEC applied to the Agency looking to rebrand the organization.
Program involved Graphic Design
The solution The project was opened up to an entire class of students. The class was divided into teams that competed to develop the best brand solution for the client. Displayed here is the winning design solution.
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The client CityLAB is an innovation hub that brings together students, academic and civic leaders to co-create a better Hamilton for all.
The ask
The organization required new brand identity that would better reflect its goals and character. They also required journalistic support to tell their story to a broader audience.
Programs involved • Advertising and Marketing Communications • Journalism
The solution A team of Advertising and Marketing Communications students developed a new logo for CityLAB while a Journalism student took an internship with the organization to work on expanding its media presence.
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The client Health First Network is Canada’s leading independent health and wellness retailer with over 120 stores across the country providing consumers with supplements, organics, gluten-free foods, natural health and beauty aids, and more.
The ask Health First® is the exclusive premium supplement brand of the Health First Network. The client required a comprehensive packaging redesign that would create a common branded identity across their broad range of Health First® products.
Marketing and Promotion Plan for
HEALTH FIRST NETWORK®
Program involved Graphic Design
The solution A class of third year Graphic Design students were split into teams in a competition to develop a packaging design solution that would best meet the needs of the client. Health First Network selected the winning team. 4
JNS Consulting Group
The client Twitter Canada is a social networking and online news platform with millions of users around the world.
The ask Rather than a typical Agency project where a client has a specific need, Advertising students were tasked with developing new applications for Twitter.
Programs involved • Advertising and Marketing Communications • Computer Systems Technology – Software Development
The solution Advertising and Marketing Communications students created and proposed two new applications for Twitter. These were presented to the company for approval and further development of the concepts. Computer Systems Technology – Software Development students were subsequently engaged in a cross-disciplinary collaboration to provide the coding required to make the initial ideas viable for further development by Twitter.
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The client Kellogg’s is a world leader in packaged breakfast cereals. The company also produces convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks and frozen waffles.
The ask The company was seeking some new social media content and strategies to promote a variety of their products.
Program involved Advertising and Marketing Communications
The solution Two teams of Advertising and Marketing Communications students developed creative social media concepts designed to support the marketing strategies of some of Kellogg’s leading brands.
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The client Ronald McDonald House Charities (RMHC) is a non-profit organization that gives a home to families with seriously ill children who must leave their own homes in order to seek medical attention at a nearby hospital.
The ask The local chapter was able to take advantage of an entire suite of interrelated communications and events strategies designed to inform a broader public of what it does and to increase awareness as well as fundraising effectiveness.
Program involved Public Relations
The solution A team of Public Relations students worked with RMHC in October to deliver a full suite of support including the development of a small fundraising initiative, a communications audit as well as a communications strategy, including a special event and a crisis communications plan.
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The client
Marketing Problem •
The struggle to improve their overall brand perception to the community
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They may be a well-know company, but they are not known-well
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Must determine how the local communities perceive the company and their efforts within the community Primary Research – Online Survey
Research Methodology •
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Distributed through Facebook, Twitter, Linkedin and in-person
Target Audience
distribution Local research needed to: • 57 respondents in Hamilton and Halton through Survey Monkey • Determine overall impression of the UWHH • Males and females, ages 18-40 • Total of 23 questions • Improve their brand positioning • Students or currently • Incentive: enter email for a chance to winemployed a UWHH Swag bag • Inform their local marketing and communications strategy • Located in Hamilton, Halton,and Ancaster, Burlington, Stoney Creek, • Branded Bag, sunglasses, water bottle, notebook, pen Milton, and OakvilleUnited Way Halton & Hamilton (UWHH) works with local agencies, • Will help UWHH gain insight on local •perceptions governments, stakeholders andcommunity donors to improve lives of local community, • Strong passion for staying involved within their
Executive Summary and environment
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Recommendations - Objectives
United Way is a federated network of over 90 local United Way offices; each registered as its own nonprofit organization and governed by an independent volunteer-led local Board of Directors. Each United Way works locally to raise funds and invest in improving lives in its community.
Marketing problem: determine how local communities perceive the UWHH and their efforts
Objective 1: to improve overall brand equity and brand strength •
• Needs to be a clear and concise message Recommendations: • • •
• page: Consumers are to aware ofwhere the UWHH’s but Create landing allows users choose they wantcompany, their money to not go enough knowledge
on their services
Place UWHH brand and logo on campaigns, sponsored/hosted event pages • Recommend the UWHH to implement an “About Us” campaign via social Create campaigns and events based on survey results of important social issues
media •
Purpose: inform current and potential consumers about the UWHH’s services, and offerings.
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Ultimately, increases brand strength; consumers would know exactly whom the UWHH is and why they should support them.
The ask The United Way of Halton and Hamilton wanted the team to access the public perception of the organization and the programs offered. The concern being the lack of awareness of its role in the community to which it serves.
Program involved Business Marketing
The solution Business Marketing students created a research study to gather insights from people in the Halton and Hamilton regions to determine their understanding of what the United Way is and what it actually does in the community. 8
The client Habitat for Humanity Canada brings communities together to help families build strength, stability and independence through affordable homeownership. With the help of volunteers and Habitat homeowners, local Habitats in every province and territory help build and rehabilitate safe, decent and affordable homes, including single-family and multi-unit houses.
The ask Habitat for Humanity Hamilton had a need for comprehensive communications support in order to attract volunteers, help its fundraising efforts and to build a broader awareness about the organization and what it does.
Programs involved • Public Relations • Advertising and Marketing Communications
The solution A student team from the Public Relations program was tasked with developing a comprehensive communications strategy that included a communications audit, special events and communications plan. Advertising and Marketing Communications students created ads to promote the client’s fundraising efforts.
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The client GOOD ENOUGH FOR
MONTREAUX
JAZZ FESTIVAL BUT CAN’T GET A
CHARITY GIG IN OUR OWN HOMETOWN
TO BOOK VISIT H A M I LT O N A L L STA R JAZZ.ORG
The Hamilton All Star Jazz Band is a music development program designed to showcase young musical talent. It is one of the premier platforms of its type in Canada, offering young musicians the opportunity to learn and grow with the band while playing and touring throughout the U.S. and Europe.
The ask While the band has a well-earned reputation for excellence abroad, it is not as well known locally and indeed has difficulty in getting local bookings to play in its home city. This lack of awareness and opportunities to play locally was what motivated the band to approach the Agency for marketing communications help.
Program involved Advertising and Marketing Communications
The solution START LISTENING.
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Advertising and Marketing Communications students developed a radio ad as well as a series of provocative print ads to promote the band. The ads were designed to stimulate greater awareness and to increase the potential for more local exposure as well as bookings.
The client Hamilton Health Sciences (HHS) is a medical group of seven unique hospitals and a cancer centre located in Hamilton, Ontario.
The ask HHS approached the Agency with the task of developing an app that could be used by parents of infants who were in the care of McMaster Children’s Hospital Neonatal Intensive Care Unit (NICU). The purpose of the app is to provide extra support and information to parents who are commonly feeling stressed, scared and overwhelmed.
Program involved Computer Systems Technology – Software Development
The solution This ongoing project has Computer Systems Technology – Software Development students working in collaboration with HHS in developing an app that provides critical information on an infant’s diagnosis, treatment, care decisions and progress to parents on a constant and updated basis.
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“Whatever you’re thinking, think bigger.” Tony Hsieh, Internet entrepreneur and venture capitalist, CEO of Zappos