CMG - Clients: Public Sector

Agriculture and Agri-Food Canada:
Exhibit Evaluation and Improvement Project

AAFC’s International Exhibit Program is aimed at promoting and generating demand for Canadian food products abroad. Between March and December 2005, CMG played a lead role in assessing AAFC’s presence at trade shows around the world and recommended a future direction for the program.

Major achievements:

Developed a comprehensive Exhibit Strategy that demonstrated a business case for the role of exhibitions in the overall marketing mix and created quantitative tools for selecting events and measuring performance;
Developed an Exhibitor Manual that provided AAFC personnel with tools to help them manage each step in the exhibit process.

Canadian Heritage:
March 21 Program

CMG Canada worked with government stakeholders, the education sector, national associations and the private sector to develop a national partnership strategy for Canadian Heritage’s March 21 Anti-Racism Program.

Major achievements:

Developed a national strategy that integrated service delivery agents, private sector sponsors, Regional service centres and national headquarters objectives into one cohesive strategy;
Secured sponsorship funding for March 21 events, including a national sponsorship agreement with Panasonic and television programming rights on MuchMusic and MusiquePlus.

Province of Ontario/City of Ottawa

CMG Canada worked with tourism and event stakeholders to spearhead the development of a Pageantry Template Strategy aimed at mobilizing community, media and business support for Ottawa-based festivals and events.

Major achievements:

Developed the first known Pageantry Template, aimed at leveraging community assets to create a richer festival experience for residents and visitors;
Developed a Pageantry Manual that was adopted by the Province of Ontario who distributed the document nationally to assist communities in developing their own pageantry strategies.

Export Development Canada (EDC)

In January 2005, CMG Canada assisted EDC in formalizing a method for evaluating sponsorship proposals, measuring proposals against stated objectives and determining value for dollar received through sponsorships.

Major achievement:

Recommended a Sponsorship Application and Review process that streamlined the process for assessing opportunities as well as the development of a Rating Criteria & Evaluation Grid from which sponsorship opportunities could be assessed according to evolving organizational priorities.

Industry Canada:
SchoolNet Grassroots Program

Between 1998 and 2004, CMG Canada developed and delivered a national partnership initiative for the SchoolNet GrassRoots Program, a Federal / Provincial initiative aimed at soliciting financial support from the private sector to support the development of online learning projects in Canada’s classrooms.

Major achievements:

Raised over $4 million in private sector funding to support an estimated 40,000 Internet-based learning projects;
The campaign successfully integrated private sector visibility into a national, education-based program.

Natural Resources Canada
Transportation Energy Use Division – Vehicle Fuel Efficiency Strategy

In 2005, Natural Resources Canada embarked on a multi-year social marketing campaign to inform and persuade Canadians to purchase more fuel-efficient vehicles. CMG Canada was contracted to develop a fully integrated Marketing Strategy, Partnership Strategy and Exhibit Strategy.

Major achievement:

CMG Canada successfully delivered a psychographic segmentation study as well as three comprehensive reports that were integrated into a Strategic Action Plan to be implemented over a three-year period.

Parks Canada

In 2005, CMG Canada conducted a national valuation of 161 national parks and historical sites to identify potential sponsorship properties (assets) and determine the value of related benefits to private sector sponsors.

Major achievement:

The Valuation Report was used as part of a national procurement initiative that included a sponsorship element as a key component of the RFP document.

Public Safety Canada

In 2006, a national Emergency Preparedness Campaign was launched to encourage Canadians to be better prepared for emergency situations. CMG Canada was contracted to develop a national Partnership Strategy to enhance credibility of messages and leverage resources to the benefit of the campaign.

Major achievement:

Successfully launched a retail campaign in conjunction with St. John Ambulance and national retailers to provide branded Emergency Preparedness Kits in stores across Canada.

Public Works and Government Services Canada

Between 2000 and 2004, CMG Canada provided policy development, sponsorship valuation and professional training services for the Government of Canada’s reinstated $40 million Sponsorship Program.

Major achievements:

Negotiated $1.2 million visibility plans for the Canadian Football League and National Hockey League teams; increasing sponsorship visibility benefits by an estimated 40%;
Provided professional valuation services for more than 200 sponsored events;
Trained over 100 staff on sponsorship negotiation and evaluation techniques.

PWGSC:
Government of Canada Exhibitions Program – Standing Offer

The Government of Canada Exhibitions Program brings multiple government departments and agencies together in a coordinated effort to communicate face-to-face with Canadians. Since 2000, CMG Canada has provided a wide range of strategic planning, exhibit management and operational services.

Major achievements:

Played a lead role in launching the Canada Pavilion in 2000, where almost 5 million Canadians were exposed to government programs and services over a one-year period;
Continue to hold a Standing Offer for Exposition Project Management and Coordination and Exhibit Personnel Services to serve the Canada Pavilion and Federal Presences nationally;
Created a Federal Presence Strategy aimed at enhancing the Government of Canada’s presence at events where multiple departments were exhibiting;
Developed a Performance Review Strategy aimed at measuring the impact of the Canada Pavilion at a national level.

PWGSC:
Standing Offer for Exposition Project Management and Personnel Services

Since 2003, CMG has been first-ranked in a Government of Canada Standing Offer to provide Exposition Project Management Services to federal government departments and agencies on a national level. The scope of the work includes exhibit strategic planning, logistics planning, project and financial management, human resource planning, media relations, exhibit promotion and on site exhibit management.

Major achievements:

Provide logistics, staffing and financial services for more than 200 events a year with such clients as Agriculture and Agri-Food Canada and Natural Resources Canada;
Spearheaded a Department of National Defence effort to launch a multi-faceted exhibit / sponsorship program at a major international aviation event;
Developed a comprehensive Exhibit Assessment Program to help government departments evaluate their effectiveness at trade and consumer events.

Treasury Board Secretariat – Youth Internship Program

CMG Canada was contracted to conduct a full marketing analysis to help its client improve its internal recruitment efforts to find mentors for the Youth Internship Program. The assessment covered the full range of marketing communications activities including processes used to administer and contact prospects.

Major achievements:

The Marketing Strategy successfully integrated a re-vamped contact management database with new and innovative recruitment techniques;
Recommended new communications materials to effectively re-position the program.

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