|Outcrop Communications Ltd. Company Services|
|Communications & Marketing Strategy||Strategic Goal-Driven Thinking
Theres a universe of difference between strategy and tactics. Communications and marketing strategies begin with corporate objectives that are transformed into communications goals and then supported by tactics. Too often, agencies offer tactics and assume that the delivery of those tactics means the job is done.
Strategy is about outcomes. Tactics are about outputs. We never recommend strategy that doesnt support a successful outcome linked to corporate goals. Communications and marketing arent adjuncts. Theyre supportive corporate disciplines that can make a difference to an organizations success.
Thats why clients come to Outcrop when they need a strategy; whether its a corporate communications strategy or a marketing strategy, we have the expertise to chart a course that works.
The process begins with research that informs decisions. You may already have completed research and wed love to review it. If not, we can deliver a benchmark document that verifies the state of your reputation in the market with community leaders, employees and other stakeholders and the gap potential (the share) that should be converted into reputational currency. Benchmark research is a quick market assessment that enables us (we and you) to get a read on the opportunities for reputational enhancement through effective communications.
Part of the assessment would clarify brand / reputational awareness. Wed recommend a discussion about brand, steeped in messages that speak to who you are rather than what you do: your values, community commitments, and commitment to employees. Its a character development analysis.
In the absence of character awareness audiences are left to make their decisions in a vacuum. That generally means theyll default to the best-known characteristics; i.e. a distant mining company or a faceless bureaucracy, rather than a supportive, contributing member of the community. We can help build your character share and, in doing so, help to position you more effectively. Its what we do.
Once benchmark research has been gathered and framed we can build a communications and marketing strategy around it to exploit your advantages / opportunities in a meaningful way for the audiences that offer the greatest potential. In other words, we focus your communications and marketing investments.|
|Northern Marketing and Advertising||There are two very distinct marketing and advertising endeavours in the North: one urban and the other is remote. Urban marketing aims to motivate decision makers and opinion leaders and /or target groups with disposable income. The channels are, as you'd expect, through advertising, collaterals and new media.
But it takes more than slogans and slick ads to motivate remote Northerners. Yes, the tactics and collaterals are important, but theyre only the outputs supporting the outcomes.
Thats an important distinction that most agencies miss, so clients get major media bills that arent always commensurate with expected results.
The secret to marketing in the North is engagement; if they dont know you or see you often, then they dont care what youre selling or how you package it. Engagement rules the hearts and minds of Northerners. Marketing here is a full, body contact sport and an intrinsic part of an effective strategy.
To understand these precepts you have to live and work here. We do. You have to know people who know people in communities. We do. And you have to put that currency to work for your clients. We do that too. Outcrop knows the North.|
|Graphic Design||In 2011, Design Edge pegged Outcrop Communications #29 in the annual ranking of Canadas Top 50 Design Studios and Departments. While we operate in the smallest markets in Canada, weve always put ideas and creativity first when it comes to solutions for our clients. Design counts.
Outcrop continues to build its reputation as a nationally recognized creative firm. In 2011 it added another Reggie Award to its stable. Reggies recognize best in class creative ideas and design. Its the fifth Reggie for Outcrop in the last 10 years.
Several of our graphic artists have earned certification as Registered Graphic Designers and are the only professionals in the North holding this distinction.
Our clients rely on us to quickly and creatively fulfill million dollar AD campaigns while others turn to us for fresh concepts for annual reports, web sites, displays and collaterals. We invest heavily in the latest design technology and stay abreast of advancements in design trends.|
|Internet Presence/New Media||Outcrop is a thought leader in the Northwest Territories when it comes to Social Media, SEO, web development and gamification. In developing a Communications Plan, we review existing online activities and provide recommendations that will incorporate social media and enhance online presence.
Outcrop has been invited to deliver talks on social media for the last three years at NWT Tourisms Annual General Meetings and for the Yellowknife Chamber of Commerce. Outcrop has also been published on this topic and is frequently called upon by traditional media for subject matter expertise. Were plugged in to the local and national social media environment to remain current on Internet and New Media trends.|
|Crisis Communications/Issues Management||Outcrop staff has considerable experience in developing and activating crisis and emergency communication plans for large resource development and industrial and government clients. Working closely with management, plans have been developed that meet stakeholder, public and media accountabilities, as well as responsibilities to communicate with police, emergency services, environmental agencies and local governments. Outcrop also has real time experience in implementing public and media communications plans during crisis situations involving fire, bomb threats, wildcat strikes, wild well blowouts, crisis of confidence, and injuries/fatalities.|
|Event Management||Outcrop has organized, facilitated and staged everything from strategic planning sessions to major successful Northern conferences, like Opportunities North, Prospects North, major mining symposiums, and community consultations. The secret of our success is the ability to start with the end in mind, quickly map out objectives and deliver events down to the last detail. Weve built strong relationships with local and national media and understand how to attract journalists to create substantial levels of earned awareness related to events.|
|Aboriginal Community Outreach and Consultation||Outcrop has relationships with Aboriginal leadership and communities in all three Territories based on 35 years of northern experience. We understand the regional and local nuances that effect regulatory / project processes and the need to engage Aboriginal leaders and define their interests early. We've worked with crown corporations and agencies and major mining companies to foster engagement and ongoing success relative to corporate objectives and the Mining Association of Canadas Community of Interest performance indicators.
Outcrop regularly does work for Aboriginal governments and Aboriginal Economic Development Corporations. Weve planned and delivered community outreach and consultation processes in virtually every region across the North and facilitated workshops with leaders from all small and remote communities. Our reputation with small communities and Aboriginal leaders over the past three decades is second to none.|