Addressing an audience the size of Canada has always been a challenge. It is largely a question of means, because Canada is a big country, but also a question of effectiveness, because Canada is a land of contrasts. Of course there are ways of talking to everyone, but how do you know everyone will listen? How can you make sure you get the same reaction in Edmonton, Vancouver, and Quebec City? The key isn’t just the choice of media. The crucial thing is to send the right message at the right time.
We started by mapping the country and identifying zones that required immediate or more concentrated action. Working with Randstad, we assessed the employment situation in each region—job outlook, businesses hiring, nature of vacant posts. This map was then translated into media placements ranging from general public (TV) to finely targeted so as to reach specific audiences with great efficiency. We also developed a number of message angles for the various media. The mass campaign was set aside, because it wasn’t targeted enough for what we needed to achieve. Instead, we used a multitude of more precisely targeted measures to send the right message to the right audience for maximum impact
