Government of Canada

Client Situation

Communication Canada approached Brand Matters with a need for a strategic plan to increase awareness of federal government programs in Ontario.

Brand Matters Recommendation

Brand Matters developed a communications strategy, "Services for you," targeting allophone (non-English-speaking/non-French-speaking) segments of the Ontario population. This strategy involved the creation of a communications test including a  multicultural direct response-TV media test. The communications program delivered results that exceeded client expectations, with more than 150% more than  the predicted response rate. Its success has made this program a springboard for new communications initiatives across the Government of Canada. The client unprompted provided a letter of commendation to Brand Matters.

Client Verbatim

"We are very happy with the final product and we credit Brand Matters for keeping us on track and on time. Thank you again for your dedication to this project."
Joan Woodrow, Director, Communication Canada

Category of Business and Topics

Government, strategy, awareness building, multicultural, marketing planning, project management, communications program development and testing