Problem

Varion Capital was a startup equipment leasing service owned by my employer, Credicor Financial. Varion was in dire need of brand awareness. With minimal to spend on marketing, I had to make a splash that would stick. Varion’s target market consisted of 20-70 year-old males, mainly in trades.

Action

This was a perfect situation for some experiential, PR and content-driven marketing, we just need a vehicle… When I was attending TRU Kamloops, it was an annual event when my hometown Vancouver buddies would come up and play in the Western Cup of Pond Hockey. It has been hosted in Logan Lake since 2006 but was struggling to get the word out and attract sponsors. I noticed a great opportunity for not only Varion, but the hard-working crew in Logan Lake that I have grown so fond of. I learned a lot working with these living legends.

My work included, but was not limited to:

  • Sponsorship Negotiation
  • Brand, Website, and Graphic Design
  • Video Documentary Production
  • Event Photography
  • Outdoor Signage & Branded Elements
  • On-site Varion Presence
  • Promotional Giveaways
  • Social Media Management (FB, Twitter, Flickr)
  • Public Relations

 

Result

Varion Capital had doubled in sales YOY. The sales team obviously had a large part to do with it, but all the buzz from the event certainly didn’t hurt. We didn’t spend anything on paid media (which certainly would have helped) but we had a good amount of owned media and we got lots of earned media:

  • Dozens of newspapers across BC
  • Radio mentions in Kamloops, Vancouver’s Rock101 and CFOX.
  • Article and cover photo in Westworld’s 2011 winter issue with an attached video interview
  • TV coverage across Western Canada on Global, CHEK TV, CTV, Shaw, and CFJC.

We we’re even added to a board game! Outset Media included Logan Lake as a property in their Pond Hockey-opoly board game.

Testimonial

Dave Prentice, President of the Western Pond Hockey Society

After playing in our tournament for a few years, Max approached our executive team with a sponsorship idea involving his employer at the time, Varion Capital. With Max’s passion for hockey and specifically our tournament, his desire to take it to another level was obvious from the start.

As the media relations person for our event, his ideas injected excitement ‎and brought us province-wide exposure we never would have dreamed of prior to his arrival. He worked tirelessly before, during and after our event to produce spectacular still and video photography that was used on not only the website and Facebook page he developed for our event, but he has also approved its use for numerous other outside requests.

Max’s departure for international studies was a huge loss for our event and we have struggled to even come close to the social media exposure he brought our event. I have full confidence that he will excel at whatever he decides to do in life.

The Content

Sponsorship Announcement: 2011

Promo Video: 2012

Mini-Doc: The Setup

Mini-Doc: The Weekend

TV Coverage

Westworld Video Coverage

Critique

In hindsight, I should have produced a shorter promotional video. The mini-documentaries we’re also a little long for an internet audience, however; those we’re meant to be detailed. Some paid media would have been very good to get more reach and build momentum right off the bat. Lessons learned, as they say.