CALGARY REGIONAL PARTNERSHIP MEDIA OVERVIEW FOR CRP SUB REGIONAL TRANSIT PILOT MEETING MAY 9, 2014

MEDIA OVERVIEW / OWNED VS EARNED VS PAID 1 OWNED MEDIA Assets and platforms owned & controlled by a brand or company. – Platform to house brand content & create long-term relationships / engagement. EARNED MEDIA Content generated by the press or the public about a brand. – Expands reach & credibility of a brand’s message in subjective, trusted channels. PAID MEDIA Paid advertising channels purchased by a brand. – Creates awareness, drives traffic and jumpstarts owned and earned media efforts.

MEDIA OVERVIEW / OWNED MEDIA 2 OWNED MEDIA Website Social Media Database Blogs Vehicles Signage SEO Events Sampling Facilities POS

CALGARY REGIONAL PARTNERSHIP / OWNED MEDIA 3 OWNED MEDIA Website CRP site, On-It Site, Town Sites Social Media CRP/On-It/Town Facebook, Twitter Database Blogs Vehicles Signage SEO Events Community Events – Rodeos, Races, Discovery Days, etc. Sampling Facilities Libraries, arenas, seniors centres, visitor centers, etc. POS

MEDIA OVERVIEW / EARNED MEDIA 4 EARNED MEDIA Word of Mouth Press Coverage Social Media Posts Reviews Blogs

CALGARY REGIONAL PARTNERSHIP / EARNED MEDIA 5 EARNED MEDIA Word of Mouth Press Coverage Social Media Posts Reviews Blogs

MEDIA OVERVIEW / PAID MEDIA 6 PAID MEDIA Television Radio Newspaper Out-of-Home Transit Online Display Page Takeovers Mobile Marketing Social Media Promoted Posts Search Engine Marketing Cinema Sponsorships Direct Mail

CALGARY REGIONAL PARTNERSHIP / PAID MEDIA 7 PAID MEDIA Television Radio :30 / :10 / Remotes / Sponsorship Newspaper DPS, Full Page, Banners Out-of-Home Billboards Transit Calgary Transit Exterior Online Display Rich Media Big Box, Leaderboards Page Takeovers Mobile Marketing Social Media Promoted Posts Facebook Ads and Posts Search Engine Marketing Cinema Sponsorships Direct Mail

COMMUNICATION TIMELINE 8 LAUNCH PHASE 2 months Announce the On-It brand and promote awareness and engagement SUSTAIN PHASE 4 months Maintain a level of exposure to keep the buzz and engagement alive SAMPLE MEDIA PLAN A sample media plan is found on the next slides

9

10