Studio 11

Chal­lenge

Rogers Com­mu­ni­ca­tions was to be the 2011 Pre­sent­ing Spon­sor for the Hal­i­fax Rain­men and the Saint John Mill Rats of the Pre­miere Bas­ket­ball League. They needed a team of indi­vid­u­als in each mar­ket to rep­re­sent their brand with great pro­mo­tional ideas and build a strong rap­port with own­er­ship and the crowd.

Exe­cu­tion

Stu­dio 11 hired a ‘Street Team’ for the Hal­i­fax mar­ket and one for the Saint John mar­ket. We trained the indi­vid­u­als in brand rep­re­sen­ta­tion and had brain-storming ses­sions for pro­mo­tional and mar­ket­ing ideas. We then man­aged the teams through the whole sea­son while being a liai­son between Rogers and the team’s own­er­ship groups.

Results

It didn’t take long for the ‘Street Teams’ to be well-known by their home­town crowds. Their enthu­si­asm and pro­mo­tional give-aways were exactly what the Rogers brand needed on the street level to be rec­og­nized and accepted by all dif­fer­ent age groups.