Donovan & Co.

WE EXIST
TO CREATE
IMPACT
Our integrated team relishes challenges and the
opportunity to create big value. We have the skills to
help you build an even better business, now.
 Strategic Direction

Develop and execute one communica1on Push prospects to our professional

program: the objec1ve of which is t o website/mobile site for database capture.
interrupt and engage our target audience From here we involve prospects in consistent
seeking our product or service. and constant communica1ons

I see myself
I want
I believe X what I doing business I have
information on
need with X bought and
buying
‘bought in’

I am
I know X exists
Tactical advocating
for the
Interrupt and company
(re)engage.
Imagining
through
social and
professional
channels.
DIRECTIONS AND PRIORITIES
¤ Build a compelling brand story. There isn’t ¤ Develop a pool of supporters/customers/
one now. We need to start a conversa1on. loyalists/advocates over 8me. Then
employ re-targe1ng tac1cs to re-engage.
¤ Be impac5ul. We need to support strong
ideas of value with visuals and messaging ¤ Be integrated. We can stand out in every
that are highly impacEul. We need to channel by being integrated AND
stand out as leader and disruptor. extensible (always adding new value to
engage customers along their journey).
¤ Create points of engagement for our
story. Steady content distribu1on is key to ¤ Leverage online and earned media
suppor1ng our value and core messages. opportuni8es. More ‘free’ earned media.
This isn’t just an ad campaign. We must
always be talking to the market. ¤ Adapt to real market opportunity. We
need to be on-deck to adapt to new
¤ Con8nue to educate and build awareness opportuni1es. This isn't run it and forget it.
with a consistent program. This will; only Ongoing, topical execu1ons are important.
be successful if managed and resourced Like market downturns – how is Rock Solid
properly. responding?

¤ Build momentum that can’t be caught.
Steve Jobs advocated for it. Let’s get out
front with our brand and products and stay
there. Let’s give the market the vision. 6

 ENGAGEMENT IMPACT OVERVIEW
OTHER SOCIAL

New business

Franchisees

New partnerships YOU

1. REGIONAL
New talent
2. NATIONAL
Reputation CONTENT AND ADVERTISING

3. INTERNATIONAL
New brand equity
 HOW DO WE GET THERE?

1 2 3
Build Scope Plan with Purpose Execute with Impact

OUTCOME: Scoping Research + OUTCOME: Integrated OUTCOME: Full

Reviews with Recommendations marketing plan with actionable development and execution
strategies for impact and growth of our plan TBD
across KPI’s.
OUR WORK
BUILDS
BUSINESS
The revolu1on starts now ™
Changing
the ground
rules in a new
category
CLEANKEYS
Cleankeys is the maker of the world’s best aeseptic keyboard for dental
and medical operatories. They needed a brand and an international
business-to -business marketing and distribution strategy that
leveraged earned media, increased sales, and built their category
leadership.
 GOALS Major
Rebrand, create category leadership, increase partnership
international sales, help establish key partnerships. established
with Patterson
Dental and
Henry Schein®

31% 30,000
over projected sales
target within six months unit deal inked with China’s
largest electronic retailer

DONOVAN ha s helped u s establish h uge

growth. They have proven to be experts in their
field. We wouldn’t want to use anyone else.
BRAND — Don McCormick
LAUNCH President, Cleankeys Inc.
 RESULTS

900%
increase in web traffic
Once launched and marketed, Cleankeys saw explosive
growth internationally, with a 300% growth in sales,
900% rise in web traffic, three new international
distribution deals, and awards, including a Summit
International Award for Marketing Effectiveness.

Discovery Channel
feature plus coverage in
industry publications,
online media, and

300%
technology programs
across North America.

increase in sales
over the previous
year

Summit
International Award–
Marketing
Effectiveness
TRADESHOW BOOTH
WEBSITE
The website featured a 360º product
view, international ordering
map, e-commerce, and a dealer
login area for access to templated
advertising in several international
languages, including Spanish,
French, German, and Italian.
INDUSTRY PRESS COVERAGE
DONOVAN secured international press
coverage for Cleankeys, including
The Discovery Channel, CNBC,
Gizmodo, Globe & Mail, and Dental
Product Shopper, as well as scores of
reviews in daily and weekly
newspapers and television networks.
PRINT ADVERTISING
Building a
competitive
international
brand
EDMONTON INTERNATIONAL AIRPORT–Rebrand
This six million passenger airport, gateway to Alberta’s Capital City, had
no distinct brand identity, sharing the “Edmonton Airport” brand with
three other minor airports in the municipal region. As Canada’s fastest-
growing airport, with global route and cargo aspirations in a highly
competitive market, it was time that someone changed that.
GOALS
Build a globally competitive brand. Grow awareness with
customers and partners to attract more passengers,
increase non-stops, and new revenue opportunities. 58 TO100%
increase in brand
awareness across target
segments

BEFORE AFTER
DONOVAN DONOVAN

DONOVAN ha s not only provided u s

with an award-winning brand, brand
LAUNCH management, a n d marketing experience,
INTERNAL
they have gone the extra distance a n d
BRAND PROCESS provided excellent customer service
START under the tightest timelines.

LAUNCH
— Traci Bednard
EXTERNAL VP of Communications, HR, and Passenger Experience
 RESULTS
We reached our stretch target of 5% growth in
personality perception for the year, and achieved
a 58% to 100% improvement in brand awareness

24
across target audiences. The brand helped EIA attract
new routes and partner revenue opportunities.

AWARDS
The rebrand and marketing
programs have won critical praise
internationally and across North
America, with over 24 awards,
including three Best in Show
Peggy G. Hereford awards at
the ACI–NA competition, a feat
never achieved by any airport.

3% to
5%
increase in brand
perception
LAUNCH ADVERTISING
People as brand was core to our brand
promise–‘We’ll move you.’ Our initial
launch strategy included TV that
helped shape the idea that people and
service were at the centre of it all.

SMART PHONE MULTIMEDIA

SAMPLES

or view at donovancreative.com
OUTDOOR
IN-TERMINAL
SIGNAGE
PARKING BRANDING
In addition to rebranding the airport,
we also rebranded EIA’s parking
products with a new look, and new
names for parkade park and valet
park–easy and priority, respectively.
SWAG
CORPORATE STATIONERY
HOARDING
ANNUAL REPORT
WEBSITE
The website featured flight
schedules, a flight planner tool,
and social media integration.
New
customers,
new revenue
STOP THE CALGARY HABIT CAMPAIGN
Every year, an estimated 750,000 northern Alberta travellers
choose to fly from Calgary International Airport rather than
EIA. Edmonton International Airport needed a campaign that
would draw attention to the problem and create better
customer loyalty, with a goal to reduce the total number of
passengers driving to or connecting through Calgary by 1%.
GOALS
Reduce drive leakage by 1%. Increase
customer engagement and loyalty. 11 Radio
Mentions

17
Major
News
Articles

264 17 Television
Appearance
s

2,418 new facebook

fans
coupon
downloads
web

11,339
unique visitors to

52,467
CAMPAIGN site
START

page views
Stop the Calgary Habit
has proven to be our
most
effective campaign to date.
Winning these awards is
an incredible honour for
EIA, but the real winner is
our community.
— Peter McCart
VP Strategy
RESULTS
Stop the Calgary Habit was a loyalty campaign like no
other. Helping cure Calgary addicts of their habit
was a unique premise that set in motion a debate that
Awards,
raged across the country. It was covered by major print,
TV, and radio media from Vancouver to Toronto and
Montreal, with special mention in the Globe and Mail’s
awards, awards. Marketing Magazine. The campaign was so compelling
and the Quit Kit tools so interesting, that USA Today
Icing on the cake after picked up the story and ran a piece on the effectiveness
shattering campaign of the campaign. Online forums and blogs raged for

21%
goals.
more non-
stops
Because of the campaign,
airlines are now offering
21% non-stops — 1,300
more seats a week between
November and April.
weeks with opinions. A conversation was started that
wasn’t there before, new nation-wide awareness of the
issue was achieved and, for the
first time, people saw the issue plainly in front of
12 International and
their faces.
Within six months of launch, we had succeeded
North American awards,
in not only reaching the campaign goal of 1%, but
including the World
exceeded it by three and four times. We had affected
Routes Award, a Summit
leakage by between 3% and 4%, which translates into
Marketing Effectiveness
a drive leakage reduction of between 22,500
Award, and the Peggy
to 30,000 (which means 22,500 to 30,000 more
G. Hereford Award for
people flying from EIA than prior to the campaign).
Marketing Excellence.
This translates into an estimated $600,000 to
$750,000 in new revenues in airport fees alone.
Traffic to the campaign microsite reached 2,000
visitors a day—even after four months with no
advertising support. There was also a 21% increase
in flights, a direct result of the campaign.
BILLBOARDS
The campaign featured 3-D and 2-D billboards
showing EIA activists (those who were once Calgary
addicts but who had now quit) intervening to stop
others with banners across highway signs
and airplanes. The creative was supported with the
tag—‘When you go south, so does your air service.’
MICROSITE
The microsite housed several unique
cessation and educational tools to help
Calgary addicts cope with their nasty
habit. It included a ‘Virtual Quit Kit’ that
offered tools such as an Emergency
Hypno Cure, Support Sphere (when
shaken gave you new tips on how to
quit), a cost calculator to show the
price of driving to Calgary, a quiz that
helped determine how deep your
addiction was, testimonials from past
Calgary addicts turned EIA Activists,
and real parking, food, and beverage
vouchers. The microsite won an ACI–NA
Award for technological innovation.

USA Today featured one of

our Quit Kit tools—The
Emergency Hypno Cure—a
downloadable app that could
be used to curb the habit.
PRINT
TELEVISION ADVERTISING
Ads featured Calgary addicts shamefully
admitting their growing habit, or those
now converted who promised never to go
back to their old ways. These TV spots
won several awards from the ACI–NA
Awards, the Summit International
Awards, the World Routes Awards,
and the AVAC Awards in New York.

SMART PHONE MULTIMEDIA

SAMPLES

or view at donovancreative.com
40
From overlooked
to booked
HAMILTON INTERNATIONAL AIRPORT RE-BRAND
HIA needed a brand that could speak to more than passengers. They also
had a need to position the airport strongly against competitors in southern
Ontario and Buffalo-Niagara. We took the opportunity to strategically
position Hamilton as your fastest way in and out of southern Ontario, for
those for whom time matters. Shorter lines, closer parking, less hassle,
these are all ways HIA turn back the clock and help you make the most of
every journey.

41
30
43
44
45
46
Building loyalty
in the East Bay
OAKLAND INTERNATIONAL AIRPORT LOYALTY

Oakland has it tough in the aviation space in the Bay Area,

with SFO right next door and the new BART system easily
routing potential customers elsewhere, OAK needed a way to
show customers that not only do they get more at OAK, they
can keep getting those extra benefits if East Bay customers
support their local area air service. Programs included
partnerships with the Oakland Athletics and Berkeley
Campus among other community sponsors.

47
Adver1sement
48
Scanable ‘Wall of More’ in airport. Scan to receive benefits.
49
Christmas shudle with volunteers

50
The brand that
gave them a
business
EDMONTON PUBLIC LIBRARY–Rebrand
The Edmonton Public Library is one of the world’s leading library systems.
Their logo and image did not reflect their shared values, modern services, or
their relevance to the community beyond books on shelves. We wanted the
new brand to tell the story of EPL’s modern reality and use it as a platform to
help us grow greater public awareness of the wide range of digital media
collections, programs, services, and events offered across 18 branches.
GOALS

200%
Build a new brand for EPL that stimulates
growth, awareness, reflects core values,
and grows employee engagement.
growth in membership
card orders

Membership
renewals up

18%
Circulation up

13% We chose DONOVAN over other consultants

because of their branding process. It was
important for us to have a solid branding
process a n d DONOVAN did not disappoint,
bringing a best–practice method that guided
the entire process.
BRAND LAUNCH
EXTERNAL

BRAND LAUNCH — Tina Thomas

INTERNAL
Director of Marketing and Fund Development
 RESULTS
Program
attendance up EPL’s rebrand was a runaway success.

25%
The ‘Spread the Words’ brand proposition
helped us create a platform that told EPL’s
unique story. Growth had been flatline the
previous year. The launch
New tee-shirt and swag of the new brand created growth in card
supplies can’t keep up with orders, memberships, program
demand. attendance, and borrowing. People loved
the slogans so much that EPL started to
sell product for the first time, running
out every time as demand
out-shipped supply. Libraries from
around the world are now contacting
EPL to find out how they rebranded
from a stuffy, archaic institution to

13
an engaging and relevant one.

International Getting Attention

Awards Tagline Award
Including top awards from The American Library Winner
Association, International Federation of Library
Association, and IABC
MEMBERSHIPS
EPL’s new membership cards featured
slogans and colours you could pick from;
an ongoing customer engagement
strategy is to have customers invent new
slogans that will be applied
to future cards.
BILLBOARDS
We made the new logo kinetic in outdoor
advertising, so that we could grow the
meaning of the five coloured bars.
SWAG
TELEVISION ADVERTISING
We made the most of very small TV
budgets with simple animations and
soundtracks that helped us repurpose
campaign elements. These spots
won an International Davey Award
for low budget TV commercials.

SMART PHONE MULTIMEDIA

SAMPLES

or view at donovancreative.com
OUTDOOR
WEBSITE
The website included innovations
like live chat, a features carousel,
and full social media integration
with the catalogue so that members
could share their views on books,
music, movies, and research.
Breakthrough
marketing on
a budget
STOLLERY CHILDREN’S HOSPITAL –Fundraising Campaign
The Stollery, sometimes called ‘Canada’s Mayo Clinic’, was looking for a different
way to campaign for fundraising. Over the years, they had always shown sick kids
in their ads. Our feeling was this was an obvious and worn-out approach,
so we looked at it with fresh eyes–by not showing kids in the ads at all.
 GOALS
Create a fresh approach to the Stollery’s
annual awareness and fundraising campaign.

73%
Heightened awareness
directly owing to campaign
advertising

We’re trying to do
interesting things
84% with small budgets.
Top-box ranking
of campaign
It’s working.
appeal — Michael Donovan

CAMPAIGN
START
 RESULTS
Donations for the year are up and survey results
show greater awareness and a greater inclination
for donating after seeing the campaign.

90%
Agree advertisements evoke
positive emotions and make
them more inclined to
donate.

Summit
International
Award–
Platinum
BILLBOARDS
The ‘Let’s Bring Them Home’ campaign
featured situations without children in
them–showing them missing from the
lives they should be living.
TELEVISION ADVERTISING

SMART PHONE MULTIMEDIA

SAMPLES

or view at donovancreative.com
OUTDOOR
68
40
70
2016 PARTS STRATEGIC MARKETING STRATEGY & CAMPAIGN
DIRECT MAIL

FRONT BACK
 COUNTERSHEET

PRICING REDUCTIONS ON CAT PARTS. BETTER LOAD UP.

PARTS PRODUCTS

GLASS HEAD BOLTS PINS PRODUCT VIBRATOR

LINK PARTS PARTS
17% PRICE REDUCTION 15% PRICE REDUCTION 9% PRICE REDUCTION 15% PRICE REDUCTION 15% PRICE REDUCTION
GET PRODUCTS

GRADER BASE TIPS & RIPPER

EDGES EDGES ADAPTERS SHANK PROT
25% PRICE REDUCTION 25% PRICE REDUCTION 25% PRICE REDUCTION 9% PRICE REDUCTION

SCOOP UP
THANK YOU FOR
YOUR BUSINESS
BIG SAVINGS ON PARTS START SAVING TODAY.
FINNING.CA
WEBSITE HOMEPAGE BANNERS

SCREEN 1

SCREEN 2
SOCIAL MEDIA

FACEBOOK TWITTER
DEALER INTRANET ADS
YOUR HOLIDAY HUB LOYALTY MARKETING STRATEGY & CAMPAIGN
DIRECT MAIL POSTCARD

FRONT BACK
NEWSPAPER

Cheers to Great Connections

Why not collect more than points when you connect through Edmonton?
EIA rewards gives you useful things like food and hotel discounts, upgraded access to our

YELLOWKNIFER JANUARY PUBLICATION

ONLINE ADS & SOCIAL MEDIA

LEADERBOARD & BIG BOX ONLINE ADS FACEBOOK AD

ALBERTA MEDICAL RESEARCH - HEALTH IS WEALTH STRATEGY & CAMPAIGN
PRINT ADS
PRINT ADS
ELEVATOR INSTALLATIONS
ELEVATOR INSTALLATIONS
Donovan & Co.