ZGM Modern Marketing Partners

BACKGROUND

Please describe your company and your position there.

Distress Centre Calgary is a charity organization providing 24/7 crisis support, information and navigation services and professional counselling. I am Communications Manager and oversee all aspects of communications.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ZGM Modern Marketing Partners?

We were approached by Calgary Police Service to work together to launch a campaign to highlight the difference between 911 and 211, as people frequently call 911 for non-emergency support and could be better served by calling 211 to connect with community and government resources, relating to issues like housing, addictions and mental health.

SOLUTION

How did you select this vendor?

We put out a Request for Proposals and ZGM submitted one. We chose them based on the content of the request and the fact that we've worked with them in the past and always been happy with their work. They also worked on a 211 Alberta campaign so we knew they understood the subject matter and like the work they produced for that campaign.

Describe the scope of their work in detail.

After a few discovery meetings with Distress Centre and Calgary Police Service, they pitched their campaign strategy. Both organizations reviewed the strategy and approved it. ZGM executed the strategy. It is a mass awareness campaign with focus on TV, radio, online content, social media and search engine marketing. They were successful in leveraging free/bonus advertising for the TV spots, SEM and online content.

There have been two phases to the campaign as more funding became available. The second phase is ramping up now and includes the previous tactics (TV, radio, social, SEM) as well as digital billboards. It is still a mass awareness campaign but for this round we are also targeting marginalized populations and a multicultural audience, to reach people more likely to use 211.

What was the team composition?

Staff from both Distress Centre and Calgary Police have been involved throughout. The Account Manager at ZGM keeps things rolling along and we meet with members of their creative team and media team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

All aspects of the campaign experienced a significant amount of reach. We heard positive feedback from stakeholders and the community. General awareness of 211 continues to increase and contact numbers are high.

How effective was the workflow between your team and theirs?

Very effective. We meet as often as is needed and communicate by email in between meetings. ZGM always keeps things moving along in an efficient manner and ensures timelines are met.

What did you find most impressive about this company?

I find the creativity and passion of the staff the most impressive. They provide advice and recommendations based on their expertise but also listen and incorporate feedback and effectively manage multiple stakeholders to achieve high quality results.

Is there any area for improvement or anything that could have been done differently?

Nothing substantial.