Client: Groupe INEO, Education Training Career Fair
Sector: Education |
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| Challenge |
The Education Training Career Fair, a major consumer education
event in Quebec,
debuted in Toronto in the fall of 2002 – in direct competition with
the Ontario Universities’ Fair, a mainstay on the Ontario education
scene. Argyle Rowland Communications was engaged to provide strategic counsel
and media relations to attract students and adults to this first-time event.
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| Strategy |
| To build awareness for the fair – an event that focused
primarily on trade careers and college education – Argyle focused
its media relations strategy on the double cohort issue and the urgent lack
in skilled trades people. The fair’s high-profile board of advisors
was highlighted in the campaign to build credibility for the event. |
| |
| Tactics |
| To announce the fair, Argyle secured event listings and
pre-fair stories in the mainstream media and vertical industry publications.
Prior to the event, education and career sections at mainstream newspapers
were targeted and spokespeople were offered to comment on the event, and
the broader issues facing public education. We also managed on-site media
relations at the event. |
| |
| Results |
| The first Education Training Career Fair was a successful
event, drawing a mix of high-school students and adults who learned about
career choices and participated in hands on trade demonstrations. Argyle
secured extensive coverage in the consumer media prior to the event to help
drive attendance on the opening day. Additional television and print coverage
was arranged for the weekend to maintain an ongoing flow of attendees throughout
the event. |
