CEPSM was tasked with developing a comprehensive marketing and outreach strategy for the Canada 150 Sesquicentennial Year with a focus on brand strategy, online and offline promotional alignment, digital marketing, sponsorship/partnership development, and social media engagement. The strategy provided the framework by which all marketing and outreach activities were to be carried out throughout the momentum-building phase of 2016 right into the 2017 celebrations. It set the tone for a cohesive whole of government marketing of Canada 150 and guided the marketing and outreach activities being carried out by the Canada 150 Federal Secretariat, its partners, and stakeholders. This strategy also identified appropriate and desired tactics to reach the client’s target audiences (youth, Aboriginal & northern communities, new Canadians, and Official Languages Minority Communities) in innovative ways with a strong emphasis on building and enabling citizen engagement and citizen-led activities. CEPSM further refined these audiences with psychographic data based on primary and secondary research. The strategy included an implementation plan charting out activities on a timeline to reach desired outcomes. CEPSM was also asked to conduct ongoing digital/social media environment situational scans leading up to the sequential year using advanced social network analysis techniques, including a first-ever government audit and visualization of over 1 million tweets across Canada during the week of July 1, 2017. CEPSM’s contract was renewed on multiple occasions to accommodate additional work. The quality of the work exceeded expectations and all deliverables were delivered on time and on budget.
