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Client - The Vivat Group
Challenge - The Vivat Group is a Canadian gay-owned and operated company pioneering research of GLBT retirement needs and awareness in Ontario with the near future goal of the development of a GLBT commuity retirement living facility in or around the Toronto area. The challenge for the company was to garner awareness for this nascent project, and attract enough participant candidates to warrant the creation of a series of focus group workshops to gauge active interest in the reality of such a project, and to understand the needs of GLBT community participants in planning their retirement years. A mitigating factor for the project was the extremely targeted nature of desired participants (GLBT; Age 45+; HHI $50K+; Cognizant Of Retirement Years Needs) in a market whose media vehicles traditionally skew much younger. Solution - Wilde Marketing created a targeted word of mouth campaign including grassroots outreach to GLBT community leaders and influencers; GLBT community organizations and GLBT local and national media. Launch ads were placed in Toronto alternative, and GLBT papers, in addition to a GLBT Toronto area web site. A flyer posting campaign was initiated targeting Toronto GLBT neighbourhoods, and establishments. Media releases were distributed to GLBT, business, real estate, general and local news editors and reporters. Results - Actual participant canadidate respondents exceeded best estimates by 20%. Media Coverage - CBC Toronto Local News; The Toronto Star; The Globe & Mail; Fab Magazine; Xtra Toronto |
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© 2002 Wilde Marketing - Gay Ad Agency Canada |