Entrants Name: Kayleigh Klajnscek

Entrants Organization: The Moblees, on behalf of Swerve Public Relations

Title of Entry: Get Canada Moblee Moving: Awareness and Media Relations Campaign
Date: July 31st, 2015
Business Need or Opportunity: As a new television program, that is novel to the Canadian
market, The Moblees is looking to develop a relationship with both their consumers and the
media. As a part of The Moblees multi-platform movement movement, the brand includes a
television show which airs on Kids CBC channel, a YouTube channel, an interactive iOS (Apple
iPad) application, and a free live show which tours across country.
Swerve Public Relations, the PR agency hired by The Moblees, is executing a media relations
campaign in order to promote the live tour. To create a successful media relations campaign for
this brand, The Moblees need to become a household name in residences with children between
the ages of two and six.
The Moblees is more than just a pre-school aged children program. The show was created to get
viewers to live healthy and active lives. This creates the opportunity to market the show beyond
the child and build the parents awareness of the benefits of the Moblees brand, on all platforms
offered. Secondary research has shown that an adult member of the family mostly chooses
young childrens programming, therefore, this campaign will focus on marketing to adult
audiences.
The overall business need for this campaign is to build awareness of The Moblees brand: first
with parents and childcare providers of the consumer - children aged two to six; secondly,
marketing the story to the media to receive traction for more than just the live show aspect.
Building on the opportunity to share The Moblees story about suppressing childhood obesity and
the importance of active, healthy living amongst young children will give this campaign the
gravity it needs to reach intended audiences.
Stakeholder Analysis: The ultimate audience for this campaign is primarily English-speaking
parents of children aged two to six in Canada. A second level of the ultimate audience would be
grandparents of children who have the same characteristics as the targeted parents. Methods to
disseminate information must be slightly varied for each audience. Research conducted on
behalf of this campaign found that parents prefer to receive their information online, whether via
social media (predominantly Facebook), online newspapers or word-of-mouth from others who
also have children. Primary research also showed that grandparents prefer more traditional
methods such as print newspapers, local television channels and the local radio station.
The secondary audience for this campaign will focus on the YMCA of Canada as community
childcare centres, with the expectation of using this audience as a template for future
development with other childcare providers. YMCA Canada is a large-scale community childcare
provider with 126 locations within The Moblees tour markets that specifically offer childcare to
children under six. YMCAs offer community posting boards where local events, such as The
Moblees live tour event can be promoted.
The tertiary audience for this campaign will focus on the media as a promotional tool used to
build The Moblees brand. Community journalists and mommy/daddy bloggers will be targeted. As
per primary research, print and online community newspapers are a popular source for the
ultimate audience to receive information regarding community childrens events. Community
journalists will be targeted in each tour location. In order to utilize some sort of social media, as
this campaign does not have permission to use The Moblees social media platforms,
mommy/daddy bloggers will be targeted. These bloggers were not as popular a means for the

ultimate audience, however, they have an influential social media presence which is where the
ultimate audience prefers to receive information.

Goals and Objectives: Swerve Public Relations goal for this campaign is to build media
attention surrounding the live show aspect of The Moblees brand. The consumers recognition of
The Moblees is crucial in accomplishing this goal.
Organizational-level objectives must also be considered. To create interest within the media,
there must be interest surrounding The Moblees amongst the medias consumers. These
consumers must become aware of the program and its benefits to children leading them to act
upon this awareness and invite The Moblees into their home.
Overarching Goal:

To increase media awareness of The Moblees brand, which will increase consumer
awareness of the brand prompting them to act upon their platforms in the forms of
increased viewership of the television program and YouTube channel, an increase in
application downloads, and increase in attendance to the live events.

Objectives:

Have at least one member of media/ media outlet covering each market of the live
performances each season.
Increase live tour events by 20 percent for the 2016 season in comparison to the 2015
season (an added seven events).
Develop a strategic partnership with 70 percent of pitched YMCAs and have one regional
YMCA table set up at each event, each season.

Solution Overview: The following proposed tactics were developed to generate awareness
amongst the ultimate audience, create awareness in The Moblees tour markets, and reach out to
community journalists and bloggers with the intent of event coverage.
Community Event Advertisement: Primary research found that the ultimate audience will
look at community event listings. This tactic, a small advertisement in the form of a save the
date will act as an invitation for the ultimate audience to the events. These postings will be
placed in community newspapers, as well as in their online counterpart.
Leveraging Bloggers Social Media: Although this campaign does not have permission to use
The Moblees social media platforms, others influence on social media can be leveraged.
Bloggers are very active on social media and tend to have a prominent following. By providing an
incentive (SEE BELOW), this campaign can use third party social media as a promotional tool.
Local Radio: Developing a public service announcement (PSA) to be played prior to the events
on local radio will help reach the ultimate audience. This 30-second PSA will be used to create
awareness of the benefits of The Moblees for childhood physical activity. This tactic will also
create interest from the tertiary audience, community journalists.
Strategic Partnership: Creating a strategic partnership with local YMCAs can be used as a
promotional tool, as well as to build awareness of the brand amongst the ultimate audience. This
partnership will encourage the local YMCAs in The Moblees tour markets to share information
regarding both the brand and the events, while in turn the YMCA will be encouraged to set up an
information and donation table at the event. The following are tactics that will be used for this
strategic partnership:

Posters: Posters are a method of promoting the live events on the YMCAs community
boards and will be a partnership agreement between the YMCA and The Moblees.
Information Brochures: Information brochures will serve the same purpose as the
posters. They will be available for parents to take home and will provide information on the
harms of sedentary behaviour, negative and positive sedentary behaviour, information
surrounding The Moblees, and how the organization is striving to help children be healthier
and more physically active.

Media Kit: A media kit will be sent out to community journalists and will include:
Fact Sheet/ Backgrounder: A fact sheet/ backgrounder will be provided to all media
(community journalists and bloggers) in order to provide all necessary information to this
audience surrounding The Moblees brand.
Community Specific Media Releases: A media release template will be tailored to each
community. The first paragraph of the release will be community specific information
regarding the particular Moblees event within that market and issues regarding childrens
physical activity that effect that region. The rest of the release will be the template used
for all media releases including information about the brand and how The Moblees are
helping decrease sedentary behaviour in children.
Media List: A media list specific to each community will be provided in order to know who
to send the media kits to.
Incentives for Bloggers: Bloggers will be offered two incentives. The first is a guaranteed
interview with the cast directly after the show. The second incentive will be a gift of a $50 gift
certificate for a nearby community venue of that event. This incentive will be given for effective
social media promotions leading up to the event. This tactic will be limited to two prominent
mommy or daddy bloggers per region.
Blogger-Specific Advisory: A media advisory will be created that specifically targets bloggers.
The release will state information about The Moblees brand, the tour, and the benefits of children
engaging with the show. This advisory will also act as an invite for the bloggers and will highlight
the incentives being offered. Bloggers will receive a separate incentive to promote the event
prior to the date to their social media following, as well as one to attend and cover the event.
Key Messages:
As previously determined, in order to reach all audiences, messaging must focus around the
bigger picture surrounding The Moblees, which is decreasing sedentary behaviour while
increasing physical activity in pre-school aged children.
Key Messages (Ultimate audience):
Young children spend an average of 50 percent of their waking day in sedentary activities.
This lack of physical movement is a contributing factor to the childhood obesity epidemic.
Sitting in front of the television doesnt have to be a sedentary activity for your child.
Engaging programs, such as The Moblees, encourage children to dance and participate
along with their favourite characters.
Have an iPad? Download The Moblees app and watch your child (grandchild) dance with
The Moblees. The video will be saved to your device and can be enjoyed over and over.
The Moblees live shows promote audience participation and is a fun-filled and active time
for your child. You bring the child/children, The Moblees will provide feet-moving
entertainment.
Key Messages (Secondary Audience):

Young children spend an average of 50 percent of their waking day in sedentary activities
and this lack of physical movement is a contributing factor to the childhood obesity
epidemic.
Although childcare centres provide the tools children need to be active, it is still important
that this is engrained into every aspect of their lives.
Events, such as The Moblees live tour, encourages children to participate and promotes
physical activity during their show.

Key Messages (Tertiary Audience):

Young children spend an average of 50 percent of their waking day in sedentary activities
and this lack of physical movement is a contributing factor to the childhood obesity
epidemic.
Kids CBCs The Moblees gets kids moving to help eliminate sedentary behaviour.
The Moblees teaches kids the importance of healthy living and physical activity while they
participate along with their favourite characters.

Implementation and Challenges: Due to the fact that each event takes place on a different
day, the calendar for this campaign will be location-specific. The timeline will work as a template
for each location and it is recommended to work backwards from that date. The campaign will
begin three months before the first show and will end one week after the final tour event of the
year. The entire campaign will be approximately six months (could change depending on specific
tour dates). Each tactic will be used equally in all ten tour locations
Budget: This budget is approximate
Tactic Total Price
only. Research was conducted to
(ALL MARKETS)
Community Event $2,600.00
price, on average, for small
Advertisement
community media outlets. The budget
Public Service $500.00
only includes employee wage at
Announcement
$25/hr and approximate production
Strategic Partnership $200.00
times. Total costs are tabulated
Posters $3,937.10
assuming all ten 2015 markets will be
Brochure
$3,450.80
the same in 2016 (not including
Media Kit $1,085.00
Rexdale, which is a part of Toronto).
Blogger
Incentives
$1,000.00
The assigned budget for this
Blogger
Advisory
$242.50
campaign was $30,000 over a six
TOTAL $13,015.40
month period. The proposed budget is
approximately $13,015.40, which is
$16,984.60 under budget, which can
be used as a contingency fund.
Challenges: As discovered in primary research, community newspapers do not have the
resources they once did. Most events occur on the weekends when community newspapers are
run by skeleton staff. The challenge will be to motivate the community journalists to cover the
show on their days out of the office. Another challenge will be reaching out to bloggers, however,
primary research did show that incentives do help reach this audience. Additional challenges
with this group will be enticing them to use their social media to help promote the event. The
third challenge for mommy or daddy bloggers will be getting them to attend the events on the
weekends and encouraging them to bring their children along to participate.

The strategic partnership may also be a challenge. Although pitching this idea to all 126
locations with childcare in The Moblees tour markets, the challenge will be getting each YMCA on
board as they do not all follow the same outside promotion procedures. The objective is to get 70
percent on board (88 locations).
Measurement and Evaluation: The following table
best way to monitor and evaluate their success.
Objective
Evaluation Method
Have at least one
Monitor number of
member of media/
media outlets at each
media outlet covering
event
each market of the live Monitor stories posted
after each event
performances each
season.

gives an overview of the objectives and the

Target
Minimum of one

Timeline
After every event

Positive Coverage

Daily

Increase live tour

events by 20% for the
2016 season in
comparison to the 2015
season (an added
seven events).

Monitor event
attendance and track
attendance numbers
Compare attendance
at each event and in
each location

High attendance and

demand to add more
events
Increase in
attendance

As necessary

Develop a strategic
partnership with 70%
of pitched YMCAs and
have one regional
YMCA table set up at
each event.

Open lines of
communication with
each YMCA
Gauge YMCA feedback
on the day of the event

At least 88 YMCAs
participate in the
strategic partnership
View success of
partnership from both
organizations

Weekly

After every event

After every event