Reaching Canadians Face to face Coast to coast

Reaching Canadians Face to face. Coast to coast Government of Canada Exhibitions Program October 31, 2010

Today’s Agenda Welcoming Remarks Introductions Why Exhibit Marketing? Exhibitions Program Overview How to Get Involved Q&A’s 2020 -11 -21 Government of Canada Exhibitions Program Information Session 2

Our Job as Public Servants… To deliver services that support Canadians. 2020 -11 -21 Government of Canada Exhibitions Program Information Session 3

Our Challenge…. To deliver timely, relevant information about our programs and services to a diverse audience. 2020 -11 -21 Government of Canada Exhibitions Program Information Session 4

Why should I care about exhibit marketing? 2020 -11 -21 Government of Canada Exhibitions Program Information Session 5

Exhibit marketing provides a vital link to consumers We live in a fractured and cluttered media environment Traditional advertising models are no longer as effective Consumers want information that is customized to their specific needs Social media and on line marketing can’t do it all People still want to deal with people 2020 -11 -21 Government of Canada Exhibitions Program Information Session Please, Listen to Me! 6

Exhibits bring a unique value to the marketing communications mix: Face-to-face dialogue with audiences when they are receptive to messages Ability to tailor messages to individual needs Include recent photo Of Canada Pavilion with Staff meeting Face-to-face with Cdns. Unique communications experience that can involve all five senses Allow for multiple marketing communications activities Puts a “human face” on your program or service 2020 -11 -21 Government of Canada Exhibitions Program Information Session 7

Exhibits are effective at changing behaviour: Percentage of consumers whose decisions are influenced by Experiential Marketing: 52% 2020 -11 -21 Government of Canada Exhibitions Program Information Session 8

The Government of Canada Exhibitions Program Connecting with Canadians at a personal level where they live, work and play. 2020 -11 -21 Government of Canada Exhibitions Program Information Session 9

Our Mandate “To oversee and coordinate national government exhibitions as required by the Government of Canada (GC) Communications Policy” This includes working with departments to: Promote common themes and messages of the GC Co-locate exhibits under a common GC umbrella Submit exhibition plans to PWGSC through the Exhibitions Program Database Expo. gc. ca 2020 -11 -21 Government of Canada Exhibitions Program Information Session 10

Why is this important? ü Canadians expect a coordinated approach ü Canadians want to hear consistent messages ü The GC wants to understand the full extent of its communications activities ü Exhibits are an effective means of putting a personal face to the Government of Canada ü Coordinated exhibits are a better use of taxpayer dollars ü Co-located exhibits attract more visitors 2020 -11 -21 Government of Canada Exhibitions Program Information Session 11

The GCEP Experience Add photo as place holder (Play Video) 2020 -11 -21 Government of Canada Exhibitions Program Information Session

Our Brand Government of Canada Exhibitions Program Face to face. Coast to coast. [insert recent photo of CP] 2020 -11 -21 Government of Canada Exhibitions Program Information Session 13

Our Commitment: To provide the most up-to-date information and resources on exhibit trends and best practices To create opportunities for the sharing of exhibit knowledge To provide expert, unbiased advice to clients To be the leader in exhibit planning and execution To provide timely and relevant information related to exhibit opportunities and activities To be the most cost-effective method for reaching Canadians through exhibits To help clients evaluate the effectiveness of their exhibit efforts To meet all of the GC’s policies and guidelines on exhibiting 2020 -11 -21 Government of Canada Exhibitions Program Information Session 14

Our Reach Exhibition Products • Canada Pavilion • Rural Exhibits Program • Coordinated Federal Presence Events Reach and Impact ü ü 10 Canada Pavilion events; 20 regional events About 60 rural events through the Rural Exhibits Program Close to 700, 000 visitors each year Approximately 50 departments and agencies involved 2020 -11 -21 Government of Canada Exhibitions Program Information Session 15

Some of Our Clients… Agriculture and Agri-Food Canada Canadian International Development Agency National Capital Commission Transport Canada Revenue Agency Canadian Border Services Agency Canadian Food Inspection Agency Canadian Heritage Financial Consumer Agency of Canada Translation Bureau Service Canada Veterans Affairs Canada 2020 -11 -21 Canadian Forces Recruitment Fisheries and Oceans Canadian Coast Guard National Defence – Cadets Foreign Affairs and International Development Agency Justice Canada Atlantic Canada Opportunities Agency National Film Board Office of the Commissioner of Official Languages Industry Canada Parks Canada Health Canada Government of Canada Exhibitions Program Information Session 16

Our Core Service Offerings 1. Canada Pavilion 2. Coordinated Federal Presence 3. Rural Exhibits Program 4. Centralized Database (expo. gc. ca) 5. Advisory and Project Management Services 6. Education and Training 2020 -11 -21 Government of Canada Exhibitions Program Information Session 17

1. Canada Pavilion Flagship program that participates at major events throughout Canada; Year-round program with strong summer focus (when most major events are held) At 1, 500 to 4, 00 sq’, is often is the largest indoor exhibit at any event Typically visited by 25 % of the overall number of event attendees Host to approximately 700, 000 visitors a year Supported by a strong media and promotional program “The GCEP has helped us tremendously, doing the logistics and planning. We get here and that’s it; everything is planned for us, it’s organized and communication is fluid” Rachel Godin, Transport Canada 2020 -11 -21 Government of Canada Exhibitions Program Information Session 18

We’ll take care of the details while you take care of your customers… We Provide: Booth Space Rental GCEP negotiates the best booth space available in a prime location Logistics Management Turnkey Booth with Your Identity GCEP takes care of all the logistics and makes it easy to participate Computer and Internet Service Participating departments arrive to find their booth ready! GCEP provides one computer and complimentary internet service Booth Graphics Production Shipping and Handling Full booth graphic production Installation and Dismantling All labour for installing and dismantling the booth Promotional Theme & Activities All shipping and material handling arrangements are covered Interactive elements based on a promotional theme to draw visitors and the media – helping you to meet more Canadians Active promotion of the Pavilion through an integrated media plan Media and Public Relations On-Site Project Management Services On site support by an experienced GCEP team Training and Advisory Services 2020 -11 -21 Up-to-date advice and training to make your exhibit experience as impactful as possible. Government of Canada Exhibitions Program Information Session 19

You Provide… Staff Travel and Living Arrangements Electronic Graphic files Promotional Giveaways Interactive Displays / Elements Publications / Brochures The most important element of your booth is the people, so plan well, seek training from GCEP. They can also help you outsource. You will make arrangements when your staff have to travel out of town. You provide the high resolution file to GCEP and they will have your booth backdrop produced. GCEP will help you decide what to give out and how many – we can help you save money and get more impact Ensure your booth is inviting by developing interactive displays. It doesn’t have to be expensive or complicated. Keep to a minimum. Ask for assistance about which to bring, how many, and how to hand them out strategically.

The CP Delivers a Valuable Service… What our visitors say… 93% rated face-to-face contact with the government as very useful 90% say it’s easy to locate booths of interest to them 78% bring the information home and 26% pass it onto others What our exhibit partners say… 88% report that they prefer exhibiting through the Canada Pavilion because they reach people they normally would not 82% say there were more visitors to their booth 82% say they realize substantial savings vs. exhibiting on their own 2020 -11 -21 Government of Canada Exhibitions Program Information Session 21

It’s Fun to Visit the Canada Pavilion [insert recent photos that demonstrate it’s fun suggest the promotional theme elements] 2020 -11 -21 Government of Canada Exhibitions Program Information Session 22

2011 Pavilion Tour Schedule and Promotional Theme Add Theme / Locations / Dates (no more than 3 slides) 2020 -11 -21 Government of Canada Exhibitions Program Information Session 23

2. Coordinated Federal Presence Coordinated Government of Canada presence for up to 25 Local and Regional events per year Events determined by a combination of departmental interest, appeal and reach of the event Requires at least 3 departments for GCEP to coordinate and provide supporting elements Focus on regions and audiences not served by the Canada Pavilion GCEP provides: Unifying Banners and Equipment Pop-up Information Desk EXPO. GC. CA Database Planning Tool 2020 -11 -21 Government of Canada Exhibitions Program Information Session 24

Federal Presence events get you more impact for your exhibit investment… [Insert recent photo of Federal Presence Booth] 2020 -11 -21 Government of Canada Exhibitions Program Information Session 25

3. Rural Exhibits Program (REP) Operated in conjunction with Agriculture and Agri-Food Canada Participation in more than 60 events annually Focus on rural, remote and northern audiences Host to 30, 000+ visitors a year Free Participation for government departments. You receive: Distribution of your publications, promotional material Information officers who are knowledgeable about your services Monthly reports, visitor survey and statistics, forwarding of special inquiries 2020 -11 -21 Government of Canada Exhibitions Program Information Session 26

The REP - An effective way of accessing hard-to-reach audiences 2 1 2 5 6 4 4 11 2020 -11 -21 Government of Canada Exhibitions Program Information Session 4 11 4 27

4. Centralized Database Electronic (shared) database that provides information on more than 2, 500 events across Canada Contains information on the exhibit activities of GC departments (compliance with Communications Policy) Value to Government Exhibitors: Can be used as a tool to identify and select events Helps identify the exhibit activities of other government departments WWW. EXPO. GC. CA 2020 -11 -21 Government of Canada Exhibitions Program Information Session 28

5. Advisory and Project Management Services Provide in-house expertise to assist federal organizations in the planning and execution of exhibit programs Provide project management services for large-scale events in Canada Provide expert advice in the following areas: Exhibit strategic planning; Effective boothmanship; Application of the Government of Canada Communications Policy. Provide research and resources on exhibit trends and best practices 2020 -11 -21 Government of Canada Exhibitions Program Information Session 29

Project Management Services Insert pictures of Globe and Quebec 400 th Anniversary 2020 -11 -21 Government of Canada Exhibitions Program Information Session 30

6. Education and Training Provide year-round education programs and services to help government organizations build knowledge and skills Lunch and Learn Events Strategic Planning Workshop Effective Boothmanship Workshop and On site Training Provide on going resources through the “GC Exhibit News” electronic newsletter and Expo. gc. ca The GCEP can provide customized training geared to your specific needs 2020 -11 -21 Government of Canada Exhibitions Program Information Session 31

The Bottom Line… Exhibit marketing is a proven and effective communications medium The Exhibitions Program mirrors GC priorities and makes it easy for you to comply with the Communications Policy The Exhibitions Program: Can increase your impact through its coordinated, unified approach at exhibitions Is affordable and cost-efficient Can improve the quality and professionalism of your exhibit Can help you get better results from your exhibit marketing program 2020 -11 -21 Government of Canada Exhibitions Program Information Session 32

How Can I Take Advantage of this Program? 1. Enter your current exhibit activities in the expo. gc. ca database 2. Sign-up for our Newsletter 3. Attend our Free Educational Workshops 4. Contact a GCEP Representative to discuss the possibilities 2020 -11 -21 Government of Canada Exhibitions Program Information Session 33

What’s On Your Mind? 2020 -11 -21 Government of Canada Exhibitions Program Information Session 34

How to Contact Us Insert Name and Contact Information 2020 -11 -21 Government of Canada Exhibitions Program Information Session 35