Government of Canada
Communication Canada, an agency of the Department of Public Works and Government Services, had a mandate to increase awareness of their brand value and federal government programs among Canadians. They approached Brand Matters to help them develop a strategic communications plan for Southern Ontario.
A strategy based on the concept of Services for you, targeted allophone (non-English-speaking/non-French-speaking) segments of the Ontario population. It included the development of communications in 36 languages. The 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 in all areas, including securing a response rate that was 150% higher than the predicted rate. Its success has made this program a springboard for new communications initiatives across the Government of Canada.