Spirit Creative Advertising and Promotion Inc.

Reach

admin — Thu, 03 Nov 2011 15:55:53 +0000

– “Understanding the Landscape”

The Aboriginal landscape is not homogeneous. The diversity of this audience requires a and equally diverse selection of tool designed to reach across the nation and focus, when appropriate, down to the individual level. To do this effectively, we cherry picking the right tools to achieve your specific goals from an array of media choices.

TRADITIONAL MEDIA

Print, Radio and Television are the usual suspects here. These are effective means of getting your message to National, Provincial or Community levels using our media lists and contacts. In addition, we always encourage building relationships with these outlets for each campaign, through a strategic Media Relations plan. Our ‘Media Maps’ provide a functional and focused process for selecting the right combination to reach your audience.

Direct Mail/Fax are still some of the most effective tools that can be used to propagate your message. Getting your message posted on the wall at community gathering places or even directly into the hands of your desired audience is invaluable when trying to raise awareness, inform and shift attitudes about your cause. The tools listed below provide more insight to how Spirit Creative can help you determine the best way to reach those goals.

NEW/SOCIAL MEDIA

Cause Marketing has been revolutionized by the networks of social media that have popped up across the internet. These groups have brought people together in ways no one could have predicted and has been strengthening their ability to communicate ideas through word-of-mouth within these groups. This is perfectly in line with the oral traditions of Aboriginal Canadian cultures and because these new media connects and empowers all of our voices, it is imperative to have a plan for utilizing these tools to get positive results.

Networks like Facebook, Twitter, LinkedIn, etc. allows communicators to be responsible for their messaging and creates an outlet to interact with your audience directly and in real-time.

As you probably know, the best part about these tools is that there is no direct cost, aside from the time and effort required to build meaningful relationships. Your level of involvement can vary depending on the purpose or scope of each campaign, as long as it is consistent. What is most important is to get actively involved in the discussion – the instant and direct feedback from your audience will provide invaluable insight and can bring your message down to a personal level that would never have been possible before.

DEMOGRAPHIC & GEOGRAPHIC TOOLS

Geographic Market Analysis

Learn what you need to know using 4Sight’s database of Aboriginal community demographics, political dynamics and economic activities…

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Direct Marketing Distribution Database

AboriginalLink connects you to over 22,000 Aboriginal Governments, Organizations and Businesses through our proprietary database….

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Sensitivity

admin — Thu, 03 Nov 2011 15:55:04 +0000

– “Understanding Our Audience”

Aboriginal people in Canada (First Nations, Inuit and Métis) have to a great degree been neglected – from a social standpoint, and certainly from a marketing standpoint. Too bad; because Aboriginal peoples and their communities offer an enormous opportunity for all marketers.

Over the next generation, there will be a huge transfer of economic resources and capital to Aboriginal individuals and communities. From land settlements, Treaty settlements and natural resource development, to overall business expansion in malls, construction and tourism – to name a few – Native peoples will enjoy an influx of billions of dollars. Clearly “buying power” will increase exponentially.

While some steps to market to this audience have been made (sponsorships, youth education, the odd information pamphlet, etc.), few comprehensive, total, synergistic marketing campaigns have been launched by the private sector. Perhaps because in marketing to this unique audience there are some distinctive dynamics that must be considered from a psychographic as well as demographic perspective. Dynamics that are little understood by mainstream marketers.

An incredible opportunity exists for specific companies/corporations to gain distinct competitive sales advantage as well as Social Marketing and Public Relations coupe – by generation Aboriginal tailored marketing and communications campaigns.

First, an interesting fact is at play here, the Aboriginal market is not an “Ethnic” market. Ethnic markets are those representing people who have come to our shores; Aboriginal peoples have been here since time immemorial. For centuries this segments of the Canadian landscape has built traditions, religions, ceremonies and customs that must be respected – meaning that the approach taken must reflect these particular sensitivities and cultural biases.

Second, Aboriginal Canadians are not a homogenous collective. Different Bands, Tribes and traditions can influence productive communications. What works to address Inuit audiences will not necessarily be effective reaching Swampy Cree or Haida. However, these consumers can be identifies, and with the use of our tailored databases, and appreciation for cultural differences, they can be cohesively addressed.

Third – and this is a tough fact to face – while the history and traditions of Aboriginal peoples are ancient and unique, there are now, and will be forever intertwined with the influences of western civilizations. Herein lies the basis for attitudinal influences that must be recognized and appreciated as many of these attitudes are deep seated.

The lack of trust and anger, over generations of systemic abuse that is only now being addressed; the cynicism and suspicion regarding the motivations and cultural pressures of government and the “western” world; or feeling of rejection and indignity – this is the reality because, for instance, Reserve First Nations were not even able to vote until 1960! Unless of course they gave up their Indian Status –a shameful and thinly veiled blackmail for assimilation.

Unfortunately and for obvious reasons this “clash of cultures” has served to affect attitudes and self-esteem; it often leads to the questioning of ancient values to disillusionment and resignation. However, these attitudinal and psychographic barriers may be changing due to some singular demographic trends. For instance, mobility on and off reserves seem to be increasing. And while this is often an uneasy, difficult and stressful transition (again a “clash of cultures”), the insularity of the reserve community is not as much of an inhibiting factor in terms of proper communications.

Demographically, there is a fundamental respect and consideration between diverse groups. Many First Nations are matriarchal societies. Women can be powerful influences. As well, Chiefs, community leaders, and especially Elders hold significant respect and authority.

Of great significance also is the impact that Aboriginal youth will have now and in the future. As opposed to mainstream Canada, where the youth demographic is shrinking, that segment is growing strongly in Aboriginal society. While many problems still exist, the influences and contribution of the Aboriginal youth segment – better educated, more versed – will be meaningful to the Canadian landscape as a whole. Too few marketers appreciate the significance and growing influence of this vibrant and developing cultural segment.

Too few appreciate the sensitive involved in addressing these audiences. However, there exists a distinct opportunity to understand, to have empathy for, and to speak intelligently to this neglected market that is growing in the arts, sciences, business, academia and generally in both economic and political influence. Speaking to the people with respect and dignity, with appreciation and sensitivity, with Aboriginal faces and voices can be powerful and influential.

Given the predicted growth in Aboriginal Human Resources and absolute dollar resources. It would be a significant business decision to approach this market with tailored and directed communications.

Although truly positive sponsorship initiatives have been taken by a few organizations in support of Aboriginal youth, educations business and culture, there is little evidence of planned campaigns involving Media, Direct Marketing, Events, Sponsorships, Collateral, Advertising, et al. Much marketing activity that is going on currently seems to be of the “one-off” variety.

Spirit Creative has proven that total campaigns with Aboriginal “faces and voices” can deliver very positive results. Our database of the Aboriginal landscape continues to grow and provide an unequalled capacity to reach our audiences on a local, regional or national basis in Canada.

As we have mentioned, the planning and launch of a comprehensive, culturally sensitive marketing, and communications initiative directed at the Aboriginal markets in Canada will gain enormous corporate good will, as well as serve as the basis for positive Public Relations coverage. Aboriginal “faces and voices” will achieve a distinct competition advantage in absolute sales terms and long term “brand” loyalty.

It can no longer be ignored; the Aboriginal population is growing (especially the youth segment) right across Canada, with exceptional population growth in Western Canada.

This is a greatly overlooked opportunity; one which we at Spirit Creative invite you to explore with us.

Our Sensitivity Tools

Circle of Discovery

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Protocol of Respect

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Sensitivity Training

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Accountability

admin — Thu, 03 Nov 2011 15:54:06 +0000

– “Understanding Our Clients”

Spirit Creative’s Performance and Quality Control/Evaluation mechanisms have been effective with our experience in working with many government and private sector partners. To take full advantage of the years of communications, marketing and creative expertise and experience by our core personnel, we have designed a decision-making process that is responsive, supportive and based on consensus. The decision-making, planning, evaluation and reporting processes deeply involve our clients as part of the “team”.

Performance Control and Quality Assurance

GENERAL APPROACH

To ensure we meet your objectives, a core team is selected based on each person’s specialty and expertise. From the onset of the project, each team member’s role and responsibilities are clearly defined. They will be made aware of, and is responsible for, meeting the assigned deadlines and schedules. Each team member’s contribution is closely monitored by the Account Manager. Ongoing project related communication, troubleshooting and quality assurance are high priorities. In addition, the project team is accessible by the client at all times.

METHODOLOGY

We use action memos, and contact reports as our communication tools throughout the production process. These tools provide our team, as well as our client, with timely and relevant information so that there is no misunderstanding and no room for error or delays. This ensures that every step of the development process will also be clearly communicated to our clients in oral and written form, as needed.

Based on our years of experience in developing hundreds of campaigns for scores of clients, we have developed an evaluation and scoring program that covers the important areas of any project. We feel that evaluation of all projects is a joint function between client and agency. We have instituted proprietary evaluations for Spirit Creative as per above. Further, we feel that evaluation of the complete communications package is very important thus an Agency / Client Performance Review should be instituted to ensure ongoing harmony and performance.

Spirit Creative believes that ongoing communications with our clients ensures any new developments, changes in direction, issues or problems that need to be resolved are dealt with in a timely and efficient manner. One of the key functions of the Account Manager will be to establish preferred methods for ongoing dialogue with the Health Canada representative. This is determined during our Circle of Discovery. Essentially, Spirit Creative is committed to determining with you whether ongoing communications are as simple as: regularly scheduled and informal teleconferences, in-person meetings or email exchanges; more formal methods (aside from Status Reporting mechanisms described above); and/or, telephone, electronic or face-to-face communications that are based on a “as needed basis”.

Spirit Creative is committed to conform to, and ensure the feasibility of, the proposed schedule in every possible way. To accomplish this, we are prepared to:

Designate our dedicated team of experts to this project to give it our full attention and effort;
Work on weekends and outside of regular hours when possible and when required;
Submit written and oral status reports to Health Canada as required and on a regular basis, from the start of the project to its completion;
Meet internally and with Health Canada at any time, when required.

A general Work Flow Chart - illustrating the logical and productive steps that Spirit Creative utilizes to ensure efficient project management and completion.

While the ultimate approvals for all materials are the client’s responsibility. Spirit Creative does provide backup services to ensure performance and quality control. These services include the following:

Proof reads

Accuracy checks

Parallel reads

Appropriate literacy levels

Press checks / Print management

Our internal approval protocol is designed to be efficient and error free. The Account Manager ensures that the client’s objectives are followed. The Creative Director and the Art Director oversee the execution to make sure it meets the creative objectives. The Account Coordinator facilitates the work and information flow and is always available to the team if questions arise. The workload is closely monitored and managed by the Account Manager to avoid overloads and to assign additional resources as necessary.

With Spirit Creative’s new Accountability Tools, we can document, analyze and evaluate collected data, providing clients with tailored reports (measurement by region and by demographics). Clients now have the ability to provide measured analysis, be more accountable, evaluate feedback and demonstrate a return on investment. Only Spirit Creative can offer this level of performance control and reporting.

Accountability Tools

CIRCLE OF ADVISORS

While creative is developed and evaluated internally, we also utilize our Circle of Advisors to provide further cultural sensitivity.

We recognize that the Aboriginal market/audience is not a homogenous one. It is critical, therefore, that we seek other eyes to give input. The “Circle” is made up of a pool of respected advisors who give further comments on creative approaches.

STATUS REPORTING

During our Circle of Discovery, Spirit Creative and the client will determine which of our reporting mechanisms best suits you and the needs of your particular project. We will establish a frequency for when the chosen report will be delivered.

Spirit Creative believes that ongoing communications with our clients ensures that any new developments, changes in direction, issues, or problems that need to be resolved are dealt with in a timely and efficient manner.

EVALUATION PROCESS

At predetermined milestones through the project’s life cycle, Spirit Creative will present to the client both written and creative materials – largely to determine if the project is following the intended path. In addition, part of the evaluation process is to gauge your level of satisfaction with our services.

We feel that evaluation of all projects is a joint function between client and agency. To address this, we have instituted proprietary evaluations that we feel complete communications package, to ensures ongoing harmony and performance.

FOCUS GROUPS

Spirit Creative is experienced in facilitating and/or giving guidance on the structure, content, management and reporting on Focus Groups in evaluating creative campaigns.

TRACKING STUDIES

Spirit Creative constantly recommends Tracking Studies to ensure attitude shifts, top of mind/aided awareness levels and market penetration.

RESPONSETRAC™

Three years in software development – a computerized tracking and reporting system that can provide graphic information based on pre-set performance criteria. This means more proof-of-performance; more accountability; more post-campaign evaluations.

Click to find out more about how you can get your measurement reports in real time…

ABORIGINAL LINK™

Our direct marketing Aboriginal Link™ computerized performance reporting provides instant information on campaign results.

Click to discover everything AboriginalLink as to offer you…

Our Stance

admin — Tue, 05 Jul 2011 16:15:56 +0000

Benefiting through our Social Marketing Approach

Owing to the unique disciplines of Social Marketing, we are able to offer a variety of alternatives that make a distinct difference. Spirit’s proprietary tactical approach, unique database, along with years of experience in all communications processes, leads us to structuring a Spirit/Client partnering relationship helping you to reach your goals.

Our full range of services delivered consistently and with utmost care assures the highest quality that responds to any client’s communications needs.

The decision-making, strategic planning, evaluation and reporting processes deeply involve our clients as part of the “team” and basically follow three steps or mechanisms:

Together we review goals, timelines and agency-to-client reporting – ensuring that your expectations are met. Together we “re-affirm” our joint commitments and expectations.

“Circle of Discovery”© is our unique methodology that underscores the importance of, and the value gained from a truly integrated team approach.

Strategy

Based on our “Circle of Discovery”© the agency develops a written brief and action plan that will outline the creative development, production and delivery processes necessary to achieve the stated objectives.

Dedicated Teams

Our personnel have extensive backgrounds in a variety of communications related fields. For each area of service, the composition of the dedicated team is identified, bringing forward the most appropriate communications expertise.

Our History

admin — Sun, 26 Jun 2011 16:15:13 +0000

The ‘art of communicating’ runs deeply in Aboriginal cultures and traditions. Each form is engaging and interactive – storytelling, Inukshuk, dialogue circles, dance, song, carving to name a few. From these deep-rooted teachings, we have developed our unique approaches to providing communications services.

Established in 1997, Spirit Creative is a federally incorporated company that is 100% Canadian and majority Aboriginal owned. Our human resources have diverse backgrounds and bring years of creative development, market research, advertising planning/buying, social marketing, and strategic communications expertise to the creative, communications and advertising tables.

Our Experience

Government of Canada:

Spirit Creative has recently been appointed as one of only two agencies under the Supply Arrangement to handle all Government of Canada advertising services.

Canada Mortgage and Housing Corporation:

We have held Standing Offers with Canada Mortgage and Housing to provide on an as-and-when¬required basis, and within a limited turnaround time, written materials for Aboriginal audiences. These include PSAs, fact sheets, speeches and articles for placement in newspapers and magazines, written in plain-language style.

Health Canada:

Spirit Creative was responsible for providing strategic communications, social marketing, advertising and creative development support; as well as Public Relations, Media Relations, Direct Mail, Promotional and Collateral support for a number of specific health related campaigns (Tobacco/Diabetes/West Nile virus, etc.) for Health Canada.

Elections Canada:

Spirit Creative is responsible for the marketing, creative and media development and execution for the general election process. In addition, Spirit Creative has developed social marketing initiative to increase awareness of Canada’s electoral process among Aboriginal Peoples. This total investment includes the use of Broadcast and Print Media, Direct Media, Media Relations and Collateral support.

Province of Ontario:

After a grueling review process that started with 193 Agency applicants – and involved written and oral presentation in Toronto – Spirit Creative, among a select group, was appointed as an official Agency of Record for the Government of Ontario. Spirit Creative, when called upon, was responsible for the strategic development, marketing planning, creative execution and media planning for virtually any Government Department.

Department of National Defense:

Spirit Creative was appointed under a National Standing Offer to supply broad based design and production services to DND.

Colleges Ontario:

Spirit Creative has been selected to design and implement the Aboriginal recruitment campaign for Colleges across Ontario.

Standing Offers, Supply Arrangements and Other Contracts

Spirit Creative holds Standing Offer Agreements, Supply Arrangements and has worked under other individual contracts for strategic communications, advertising and graphics/design services with a broad base of public and private organizations:

Royal Bank of Canada
Tim Horton’s
Ontario Power Authority
Province of Ontario
Indian and Northern Affairs Canada
Department of National Defense
Canadian Mortgage and Housing Corporation
Natural Resources Canada
Human Resources Development
National Archives/National Library
National Parole Board
Correctional Service of Canada
Environment Canada

Quality & Value

admin — Fri, 20 May 2011 16:14:58 +0000

Spirit Creative believes that ongoing communications with our clients ensures that any new developments, changes in direction, issues or problems that need to be resolved are dealt with in a timely and efficient manner. We have developed a three-part approach to project management.

During the “Circle of Discovery”©, we will establish milestones that help us determine if the project is following the intended path. In addition, part of the evaluation process is to gauge your level of satisfaction with our services.

Status

During our “Circle of Discovery”©, we will determine the reporting mechanism that best suits you and the specific needs of the particular area of service provided.

WorkSchedule

The effectiveness and importance of our “Circle of Discovery”© becomes most apparent when it comes time to put forward development and execution plans. Together we establish consensus and commitment to honour development and execution timelines, milestones for reporting, review and approvals and overall project component delivery.