Port Hope is a town with a great history and a reputation as one of Canada's "favourite" towns. Recently, the community's image had been damaged by unfounded, negative publicity, which had an impact on the town's business. It was time for the citizens of Port Hope to stand up and speak out about why their Port Hope was so great.
What was needed was a grassroots movement to "give voice" to the majority of residents. The strategy was to mobilize the positive support and pride and to have the people be both the message and the messenger. It's a "good news" story about the people in the community standing up, speaking out and raising their hands in support of their community.
Creative
The strategy was to create a fun, friendly, engaging, populous campaign that provided the residents with a means of expressing their love of community. The premise was: Let's have a show of hands of all those who love Port Hope. The line became: Raise your hand if you love Port Hope. This then became the basis for a series of lines for advertising and informational literature:
- Raise your hand if you like theatre
- Raise your hand if you like jazz
- Raise your hand if you love the Ganny
- Raise your hand if you love the arts
Implementation
The media plan and website are aimed at achieving high awareness and generating a groundswell of participation, particularly having people post messages and videos on the website showing their support and celebration of Port Hope.
- Newspaper, radio, magazine advertising
- Website: www.handsupporthope.com
- Informational material (brochures, direct mail, POP)
- Speaker's Corner video recordings for participants
- Person-in-the-street video/audio interviews
- Distribution: direct mail, retail POP and public events (e.g., Fall Fair)
// Case Studies
Pick a case study to look at some of our favorate projects.
Cameco Corporatioin
Travois Medical Transfer
College Woodwork
Port Hope Community Health Care
Raise Your Hand
Tree Canada
// Work
Pick a project type to look at and see some of our favorate projects in this area.
Marketing
Advertising
Corporate Identity
Direct marketing, brochures, sales support
Event marketing, trade show/exhibit design
Web development
Public relations
// Clients
Take a look look at some of our client list.
AMARA
Brauer Homes
Cameco Corporation
Canopy Corporation
Coldwell Banker
Cameco Capitol Arts Centre
Clark Consulting
Port Hope Community Health Centre
Canadian Wear Technologies
College Woodwork
Fleming College
Ganaraska Financial Services
Now Solutions
NSSL
Ministry of Natural Resources
PHDHCF
Pulsecho
Rousseau
Tony Pulla
Travois Medical Services
Tree Canada
West Colony Bay
The Village of Young Cove
YMCA
Zircatec Precision Industries
// Testimonials
In our business, the work speaks for itself - but it's great when clients confirm it.
Fleming College
Limelight's creativity and professionalism in their service delivery and account management was evident from the get-go. The concepts they develop come from a solid understanding of the market and research data. They provide a lot of talent and add an important dimension to our in-house resources.
Drew Van Parys
Director of Marketing
Fleming College
College Woodwork
College Woodwork recognizes Limelight as a key partner in transforming a venerable company to meet the challenges of a new century. Limelight met and exceeded expectations ... and was instrumental in helping unveil beautiful new product lines supported by a fresh identity and stunning new marketing materials.
Elaine Sittlinger
Marketing Materials Liaison
College Woodwork
Cameco Corporation
Limelight brings a fresh, extremely innovative approach to bear on our efforts in enhancing our community engagement process. They come to the table like a partner.
Robert Steane
Vice President
Cameco Corporation
Zircatec Precision Industries
Your unique ideas and insights on effective approaches to communications have made all the difference in making our public outreach program successful.
Lloyd Jones
President
Zircatec Precision Industries
Canopy Corporation Inc.
These guys are good. Limelight is working closely with us in developing a long-term positioning and a unique creative brand for our company, Canopy Corporation, and our flagship project, the Village of Young Cove.
Jamie Brauer
President
Canopy Corporation Inc.
