Partnership Marketing
For more than a decade, CMG Canada has helped federal, provincial
and municipal governments leverage private sector
resources to extend the reach and capacity of their marketing communications
and in many cases, generate revenue to support specific programs. Some
of these clients include:
Public Health Agency of Canada
CMG Canada assisted the Agency in engaging the corporate sector in a national
campaign to increase awareness and knowledge about the benefits of early
childhood vaccination. This work included the development of departmental
guidelines for engaging the corporate sector in Agency initiatives.
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. CMG worked
to successfully launch a retail campaign in conjunction with St. John Ambulance
and national retailers to provide branded Emergency Preparedness Kits in
stores across Canada.
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. Through its efforts, CMG raised over $4 million in private sector
funding to support an estimated 40,000 Internet-based learning projects
and successfully integrated private sector visibility into a national, education-based
program.
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. This work resulted in the first known Pageantry Template and
Manual aimed at leveraging community assets to create a richer festival
experience for residents and visitors.
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. Through this
work, CMG developed a national strategy that integrated service delivery
agents, private sector sponsors, Regional service centres and national headquarters
objectives into one cohesive strategy and secured sponsorship funding for
March 21 events, including a national sponsorship agreement with Panasonic
and television programming rights on MuchMusic and MusiquePlus.
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