1. 1
2012 CANADIAN TRACK
AND FIELD OLYMPIC
TRIALS
BY: JAMES KARPERIEN, ERIC
BITCON, TYLER LEBEUF,
SAM HORTON AND ELLIOT LEBONTE
NOVEMBER 2011

2. Agenda
2
 Introduction
 Target Audience
 Communications Objectives
 Communications Mix
 The Creative
 Why Choose Us

3. Introduction
3
The Event
Legacy
Implementation

4. Target Audience
4
Geographic Demographic
• Calgary and surrounding areas • Male or female
• 20-26 years old
• Undergraduate degree in progress or
recently completed
Youthful Athletic
Enthusiast
Psychographic Behavioural
• Healthy/active lifestyle • Exciting sporting activity in line with
• Attends sport and cultural events their active interests
• Highly interested first time user

5. Communications Objectives
5
To Inform
New Raise
Product Awareness

6. Communications Mix
6
Traditional Methods
• Print ads, video commercials
Social media methods
• Facebook, Twitter, Youtube, Analytics
Public relations
• Press releases
Sales promotions
• Ticket giveaways

7. The Creative: Video Spot
7

8. The Creative: Print Ad
8

9. Why Choose Us
9
Opportunity
Communication Target

10. 10
THANK YOU