Reaching Canadians
Face to face. Coast to coast
[ppt for senior management – insert photo here]
Government of Canada Exhibitions Program
October 31, 2010
Today’s Agenda
 Welcoming Remarks
 Why Exhibit Marketing?
 Exhibitions Program Overview
 How Your Department Can Get Involved
 Q&A’s
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Our Job as Public Servants…
To deliver services that
support Canadians.
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Our Challenge….
To deliver timely,
relevant information to
diverse populations
about our programs
and services.
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Why does exhibit marketing make
sense?
 We live in a fractured and cluttered
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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
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Please,
Listen to Me!
5
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
Insert photo of
Canada Pavilion
event (recent)
needs
 Unique communications experience that can involve all five
senses
 Allows for multiple marketing communications activities
 Puts a “human face” on your program or service
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Exhibits are effective at changing
behaviour:
Percentage of consumers whose decisions are
influenced by Experiential Marketing:
52%
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The Government of Canada
Exhibitions Program
Connecting with
Canadians at a
personal level where
they live, work and
play.
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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
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Why is this important?
 Canadians expect a coordinated approach
 Canadians want to hear consistent messages
 The GC wants to understand the full extent of its
communications activities
 Exhibits are an effective means of putting a personal face to
the Government of Canada
 Coordinated exhibits are a better use of taxpayer dollars
 Co-located exhibits attract more visitors
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Our Brand
Government of Canada Exhibitions Program
Face to face. Coast to coast.
[insert photo]
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Our Commitment:
 To provide the most up-to-date information and resources on exhibit
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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
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Our Reach
Exhibition Products
•Canada Pavilion
•Rural Exhibits Program
•Coordinated Federal Presence Events
Reach and Impact
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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
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Our Core Service Offerings
1. Canada Pavilion
2. Coordinated Federal Presence
3. Rural Exhibits Program
4. Centralized Database (expo.gc.ca)
5. Project Management and Advisory Services
6. Education and Training
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Some of Our Clients…
Agriculture and Agri-Food Canada
Canadian International Development Agency
National Capital Commission
Transport Canada
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
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Canadian Forces Recruitment
Fisheries and Oceans
Canadian Coast Guard
National Defence – Cadets
Foreign Affairs and International Development
Justice Canada
Atlantic Canada Opportunities Agency
National Film Board
Office of the Commissioner of Official Languages
Industry Canada
Parks Canada
Health Canada
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1. Canada Pavilion
 Flagship program that participates at major events throughout Canada
 Year-round program with strong summer focus (when most major events
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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
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We take care of the details and
you take care of your customers…
We Provide
 Space Rental
 Logistics
 Installation and Dismantling
 Kiosks
 Computer / Internet
 Media Relations and Promotion
 Graphics Assistance
 On Site Project Management
 Exhibit Planning Advisory Services
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You Provide
 Employees to staff your exhibit
 Travel arrangements (if required)
 Electronic graphic files
 Interactive games or activities
 Publications / handouts
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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
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The Canada Pavilion connects us
with Canadians in real ways…
[Add other photos
showing the ways in
which people are
able to interact in the
booth]
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2011 Pavilion Tour Schedule and
Promotional Theme
 Summarize Theme / Locations / Dates (maximum one
page)
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2. Coordinated Federal Presence
 Coordinated Government of Canada presence for up to 25 Local and
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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
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Federal Presence events get you more
impact for your exhibit investment…
[insert photo of Federal Presence booth]
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3. Rural Exhibits Program (REP)
 Operated in conjunction with Agriculture and Agri-Food
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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 publications and promotional material;
 Information officers who are knowledgeable about your services;
 Monthly reports, visitor survey and statistics, forwarding of special
inquiries.
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The REP - An effective way of
accessing hard-to-reach audiences
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11
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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
EXPO.GC.CA
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5. Project Management and
Advisory 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.
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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
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The Business Case…
 Exhibit marketing is a proven and effective communications
medium
 The Exhibitions Program mirrors GC priorities and makes it
easy for departments to comply with the Communications
Policy
 The Exhibitions Program:
 Can increase the impact of your department’s marketing efforts
through its coordinated, unified approach at exhibitions;
 Is affordable and cost-efficient;
 Can improve the quality and professionalism of your exhibit;
 Can help your department get better results from its exhibit marketing
program.
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How Can Your Staff Take
Advantage of this Program?
1. Enter current exhibit activities in the Expo.gc.ca
database
2. Encourage staff to sign-up for our Newsletter and
attend Free Educational Workshops
3. Contact a GCEP Representative to discuss the
possibilities
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How to Contact Us
 Insert Name and Contact Information
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Exhibiting Best Practices - Public Sector Marketing 2.0