The development of the Smithers Airport took another definitive step after council approved zoning and boundary amendments to better support their marketing strategy.

A delegation from Red The Agency presented council with an update on a marketing strategy to open the door for future development.

Mayor Taylor Bachrach says their plan put the future of the airport into perspective.

“It was interesting presentation from Red The Agency,” Bachrach said.

“They’re taking a look at our airport and coming up with a real strategy that’s going to help us market the airport, not just the airport side of things and passenger aircraft but also the industrial lands around the airport.”

Although the process to develop the airport lands will take sometime, the Town of Smithers has already been approached by interested parties looking to lease and buy industrial property next to the airport.

The following is reposted from Business in Vancouver with permission. Written by Lorne Mallin.

Gen-Y requires complex plans and multiple touch points

While baby boomers could be reached with traditional media, marketers need to engage the millennial generation from teens to 30 with multiple media and experiences – what Monique Janower calls channel mapping.

“Instead of two or three touch points, we’re looking at more complex plans with six or seven,” said Janower, partner and chief marketing officer of Red the Agency, a full-service marketing communications firm in Vancouver.

“It means that marketing strategies come from a place of channel mapping rather than media planning.”

Janower said traditional media remain important but strategies for millennials – also known as generation Y – require many other channels, such as in-store retail experiences, brand microsites, social media, search engine marketing, street teams, interactive experiences, community relations and sponsorships.

“They are the first generation to be brought up online,” she said. “They quickly not only adopt technology but adapt it for their lifestyle. They see technology helping them remain closer with family or friends.”

Janower pointed out that millennials are on their way to passing boomers in spending in the next five to seven years, a trend that can be seen in such facts as 46% of millennials have made a purchase using their smartphone in the past six months.

“That group happens to be the most active in online spending and they spend the most.”

Janower said this generation thoroughly researches purchases. “Millennials will consult with at least three information sources before making a major product or service purchase, the top sources being family and friends, followed by search engines and expert websites,” she said.

“As marketers, we really need to be aware of how we can influence perceptions of brands among friends and family, but also how are we being found via search or what are those expert websites saying about our products or services.”

Janower said there is still a role for traditional media such as television. “Viewing has remained constant and is one of the first ways millennials are introduced to new products or services.”

She said millennials are looking for brands that fit their lifestyles and they tend to be socially conscious.

“They place value on brands and businesses that behave responsibly.”

Janower said this generation has added online viewing to their media consumption habits.

“Content providers such as Netflix are capitalizing on this with exclusive online original conten,” she said, adding how you approach marketing to millennials also depends on the category of product or service you’re selling.

“For example, millennials will make up approximately 40% of the Canadian car-buying market by 2020. However they do not view cars the same way their parents did. Many are opting to drive less and use alternative forms of transportation where possible.”

Janower said millennials are crucial to brand reputation management.

“Millennials are very quick to share information about their experience with brands, products and services. Marketers can harness this positively but they also need to be aware of this when potentially things go awry with one of their brands or businesses.”

Red the Agency has completed the initial branding of the new Port Coquitlam Sports Alliance, where Ryan Clark has become its first executive director after almost a decade as CEO of Tennis BC.

As president of Game Changer-Sport Advancement, he is also contracted to be tournament director of the Vancouver Open tennis tournament and part of the management team of KitsFest.

“In sport, I am often dealing with athletes, parents, coaches and event teams, all of whom are from different generations.”

Clark said that his sport experience with gen-Y (his preferred term) has affected how he communicates, interacts and delivers programs, services and events.

Echoing Janower, he said reputations are on the line with this generation.

“When you go to engage now, you’re really thinking things out. I realize that if I do a great job, they are inclined to relay their experience to their networks immediately,” he said. “Conversely, I know if I under-deliver that it will also be sent around fast. Reward and risk can be higher with gen-Y this way.”

Clark said the biggest priority to engage with gen-Y is keeping things fresh and new much more quickly than with earlier generations.

“They have to see freshness, whether it’s from content or programing. You have to wow a lot more.”

He said it’s important to be active on all different fronts to get the message out – texting, instant messaging, website, podcasting, YouTube postings, Twitter and every other form of social media.

“I know that if I get the message out to key people, it will get spread out very quickly.”

This true-to-life phenomenon, otherwise known as texting and driving, became the basis for a new Distracted Driving campaign we just launched for the Office of Traffic Safety. Crotches Kill is the campaign’s main theme, and it’s meant to call drivers out on their dangerous behaviour. While the tone of the campaign is humorous and provocative, the message is deadly serious: texting and driving remains a serious threat on our roads.

The province-wide campaign launched with billboards, washroom posters, radio spots, a campaign website and talking urinal pucks that literally caught young males ‘in the act’. Here’s the audio for the motion-triggered urinal pucks.

OTS – Fascinating Crotches.puck audio

Our goal was to tackle this problem in a new and different way, to ask people to check their own behaviour, and ultimately reduce distracted driving collisions in our province. Crotches may just hold the key.

In April 2007, Alberta became the first jurisdiction in North America to pass climate change legislation requiring large emitters to reduce emissions. The CCEMC was created in 2009 to be a key part of Alberta’s climate change strategy and movement toward a stronger and more diverse lower carbon economy.

The CCEMC is an independent organization that supports and builds on the strategic direction established in Alberta’s 2008 Climate Change Strategy. It also recognizes the direction set by Alberta’s Carbon Capture and Storage Development Council and seeks to complement decisions made on large carbon capture and storage (CCS) projects.

Alberta’s target is to reduce emissions by 200M, or 50% below business as usual, by 2050. In doing so, growth in green jobs and an economic transition to green energy production will occur, enhancing Alberta’s competitiveness.

RED worked with CCEMC to develop a ground breaking new desktop and tablet friendly website for what will be a banner year for the organization. Using a highly visual design style and original photography, we tell the story of each company and the innovative technology they’re working to develop.

Accountability was also a key challenge for this website as we needed to make it easy to determine the progress being made on each of the initiatives CCEMC has invested in since it’s inauguration in 2007. Every project page displays, at a high level where that company is in the development lifecycle so stakeholders and investors can gauge where they’re at easily.

We look forward to continuing this great partnership with CCEMC and congratulate them on the launch of their new site!

RED The Agency is a Visionary Award winner at the 2012 Summit Emerging Media Award competition for their microsite design ‘Welcome to the Hive” for client Productivity Alberta.

About the winning project
Productivity Alberta is a newly founded non-profit organization (formerly government entity) that supports small and medium businesses by helping them work smarter, not harder. Our challenge was first to raise awareness for productivity as a key issue effecting businesses, and then to connect business owners with Productivity Alberta whose insights and expertise can effect real change within their organization.

Welcome to the Hive. A fictional company based on how we feel a beehive would work if it were a real business. With over 2.5 million years of experience, everyone knows that bees are a completely efficient entity. Lead by the Queen Bee (CEO), we look inside the hive at what life is really like for Canada’s most efficient and profitable business.

“We are particularly excited about this award because it rewards our highly creative approach to the microsite and strategic thinking”, said Co-Founder and CMO, Monique Janower. “Being an international award competition, it also helps us gauge our work beyond Canadian borders. Picking up the Visionary Award tells us we’re on the right track”.

The Summit EMA competition is based on the foundation that advertising is consistently at the forefront of technological evolution of communications. It was created to identify the world’s marketing communication pioneers.

“Those involved in today’s emerging media technologies are the leaders who are establishing tomorrow’s avenues of advertising communications.” Said Jocelyn Luciano, Executive Director for the Summit International Awards (SIA). “Most communication professionals recognize that established avenues of communication can be reliable and safe however audiences are becoming increasingly fragmented and difficult to engage, inform and affect. Developing, applying and combining emerging media with creative messaging and market awareness is challenging. Achieving this synthesis is what makes earning a Summit EMA a significant achievement.”

About the Summit Emerging Media Awards
All entries to the Summit EMA Award competition were reviewed and scored by a panel of judges representing many of today’s top digital agencies worldwide. Various countries participated, including: Australia, China, Denmark, Spain, United Kingdom and the United States. Of the 800 entries, less than 9% earned recognition and only 19 agencies receiving a Visionary Award.

Since 1994, the Summit International Awards (SIA) organization has been dedicated to furthering excellence in the communications industry. Its goal is to raise the awareness of companies and individuals who have the creative and marketing talent to go beyond the ordinary.

About RED
The Summit EMA Visionary Award caps a highly successful year for RED The Agency. In addition to a growing client roster that includes OK Tire, Western Canada Lottery Corporations, Canadian Western Bank, Work Safe and Qualico Homes, this past October RED welcomed agency MKM into their fold.

Founded in 2001 by Monique Janower and Lori Billey, RED is an integrated digital agency with offices in Vancouver and Edmonton and a staff of 40 professionals. With the joining of MKM, RED is now among the largest independent agencies in Western Canada.

Founders Monique Janower and Lori Billey are ranked 52nd on Profit Magazine’s list of top Canadian female entrepreneurs.
RED is an accredited member of the Institute of Communications and Advertising (ICA), Canada’s preeminent industry association.

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To achieve this, RED has partnered with Edmonton Events to create a virtual experience like no other. Using a large, interactive multi touch table, we’re bringing the full Edmonton perspective to the world’s stage. Conference attendees will be able to visit Edmonton virtually, and get to know the city as if they were really there.

Development Begins

Our inspiration came from Google Earth, the popular program where anyone can easily explore communities worldwide at ground level. Edmonton is one of the most highly mapped cities in Google, with one of the highest concentrations of 3D buildings of any city. This allowed us to construct a truly unique experience that people will remember.

Building the table

The table itself a work of art. Designed and built in Portugal, it features a 47” LED multitouch panel for a seamless experience with our platform. Supported by a beautifully designed booth, this table brings it all together.

The Final Product

The final result is nothing short of amazing. It’s easy to use, and gives you a true sense of Edmonton, and what the city is all about. Together with the City of Edmonton, we’re ready to welcome these virtual visitors to our home and make history.

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About RED

RED The Agency is a full service brand communications agency based in Western Canada. For more information on this project, please contact Angus Gastle at agastle@redtheagency.com.

It’s a crazy time for us. Our Edmonton office is expanding and not surprisingly, we’re looking for a little help. Our hiring criteria is simple – experience and personal philosophy. If you believe that all communications should be informed by strategy, driven by innovation, and inspired by the consumer, drop us a line.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• The Account Director is an important member of the client services team. You are key contact for clients and internal departments on designated accounts and projects.
• This position requires a motivated leader who can balance forward thinking account planning with organized and detail-oriented project management.
• Responsible for long and short-term strategic direction of accounts including developing the client’s brand, delivering return on investment and identifying opportunities for growth.
• Inspire and develop confidence with clients to push the boundaries for the advancement of their business.
• Communicate and motivate internal departments involved in project completion including strategy, creative, production, interactive and media services and communicate requirements in a clear and concise manner.

QUALIFICATIONS

• 6+ years of experience in account management with an advertising agency or related business
• Bachelors degree in Commerce, Marketing, Communications, Journalism or related discipline
• Proven leadership capabilities including a track record of developing and motivating people in a busy environment
• Strong project management skills
• Detail oriented and extremely organized
• Works well under pressure and within tight deadlines
• Takes initiative by identifying work that needs to be done and then exploring ways to get it done
• Professional, capable of functioning with confidence and credibility at every level
• Good communication and presentation skills, both written and verbal
• High level of skill in Microsoft office
• Desire to learn, absorb, teach, coach and mentor

Please submit your resume attention Lori Billey at careers@redtheagency.com

You must think conceptually and execute flawlessly. You will work hand-in-hand with a multi-disciplinary creative team, liaison with account managers and be a champion for interactive creativity for a growing suite of clients at all levels of sophistication and understanding of digital media. The position involves design for everything from multi- page sites through smart device apps, social media integration and banner advertising.

You won’t be building what you design, but you must have a thorough understanding of user experience and user interface design, and have a good sense of what can and cannot be done – in addition to what should and should not. You should understand brand building in addition to tactical design. We expect you to challenge all of us with creative solutions that make sound business sense.

You should have a minimum of 3 years solid agency experience, working on a variety of accounts in a variety of industries. You should have enough education to give you a firm footing in the business as well as confidence with peers and clients – and of course a rock-solid portfolio that demonstrates your thinking and process.

Please submit your resume attention Lori Billey at careers@redtheagency.com

Scores are based on size, growth rate and the business’ profitability. After previously applying in 2006 and 2007 and being ranked 100 and 98 respectively, RED is celebrating our leap up the list. We’re looking forward to the publication of next year’s list!

As you may have already heard, on October 15th we’ll be merging with Edmonton-based MKM to become one of western Canada’s largest independent agencies. It’s a moment that will mark an exciting new chapter in our respective agency stories.

When RED began 11 years ago, there were just two partners and a space heater. Today, we are 40 people strong, a company full of skilled people that we feel truly humbled to be surrounded by. MKM celebrated its 21st anniversary this past year, and still retains clients that were signed on in its early days. That’s impressive. While this merger has been in the works for a while, we’ve spent time over the past week drinking beer together, talking about floor plans, and sharing ideas on how we’re going to build the kind of agency we all want to work for.

RED’s future is one in which digital blends with traditional, strategy becomes creative, and problems are solved in entirely new ways. Our clients will now have access to an even deeper pool of strategic thinkers, digital developers, and creative inventors. Day-to-day contacts remain the same, but you may see a new face or two joining your meetings with us – they’ll be people just as committed to building your business as we are.

MKM will move its entire operations into RED on October 12th and will hit the ground running the following Monday. To say we’re excited would be an understatement, and we’re looking forward to introducing you to our newly expanded team. They include:
Jesse Bailey – Account Coordinator
Ian Burmaster – Contract Production Artist
Alanna Calhoun – Account Supervisor
Chris Harney – Web Developer
Shirley Marchand – Office Administrator
Tracey Niven – Designer/Production Artist
Danielle Perris – Account Coordinator
Marek Pietraszko – Technical Team Lead
Lauren Schwindt – Account Supervisor
Christy Yaseyko – Senior Art Director
Michael Witbeck – Senior Art Director

This summer, RED’s partners wrote an audacious new vision, one that scared us a little – but excited us a lot:

RED creates experiences that affect the human condition and change the world.

Bold, right? But with news like this, we feel like we might actually do it.

Thanks for your continued support and if you have any questions whatsoever, feel free to contact us directly:

Monique: mjanower@redtheagency.com
Lori: lbilley@redtheagency.com
Randy: rcronin@redtheagency.com
Ryan: rkelly@redtheagency.com
Margaret: mkool@redtheagency.com
Andy: afeher@redtheagency.com

Full media release, including company backgrounders, available here