Year in review - 6P Marketing

2021 held many achievements for 6P despite continued global challenges:

We celebrated 14 successful years providing business leaders and entrepreneurs with scalable marketing solutions.
We worked collaboratively with over 100 clients, representing a wide range of renowned Manitoban and international companies.
We helped launch two campaigns critical to Manitoba’s COVID recovery—one focused on supporting local business and the other encouraging job applications in the food service industry.
We helped a recruitment company pivot their marketing plan after their acquisition by another company, developing key messaging for an Indigenous population.
We supported an insurance company through the second phase of their rebrand with strategies for social responsibility, a corporate vision document, and an extensive brand expression.
We repositioned and rebranded a national agri-food association.
We developed a sub-brand specializing in public trust.
We tracked unsolicited “client kudos” and saw 111 of them in 2021 (9.3 per month).
We completed multiple 6P employee surveys and introduced a return-to-work program, ensuring our staff felt safe and supported through the pandemic.
We were nominated for 17 awards, 13 locally and 4 nationally.
Most importantly, we introduced a hybrid work model that allows for future flexibility and next-level work-life balance.

Here is just a snapshot of the work we delivered throughout 2021:

Manitoba Chambers of Commerce

Buy Local Initiative

As local businesses struggled with the impact of a second pandemic year, the Manitoba Chambers of Commerce sought to encourage local support of the province’s 10,000 businesses in the fall leading up to a critical holiday season. 6P Marketing developed a strategy to activate all 65 local Chambers across the province, delivering a campaign to change buying habits among consumers and business leaders. The #BuyLocalMB brand leveraged local media, influencers, social media, and online marketing to garner over 1,800 mentions on social media and over 12,500 visits to the landing page.

Canadian Agri-food Marketers Alliance

Brand Repositioning and Rebrand

After 56 years proudly supporting agri-marketing professionals through networking events, education, and advocacy, the Canadian Agri-Marketing Association wanted to better encompass Canada’s entire food system, from farm to plate. Careful to keep the same acronym, 6P Marketing developed a new name: the Canadian Agri-food Marketers Alliance. A refreshed brand expression with an updated website, collateral, and templates repositioned the organization as the go-to for everyone along the food value chain.

Nature Conservancy of Canada

Community Engagement Strategy

As part of a four-year funding initiative by Environment and Climate Change Canada, the Nature Conservancy of Canada needed to increase awareness around species at risk recovery, specifically in the Rural Municipality of Stuartburn. 6P Marketing developed an actionable communications plan that achieved awareness and strengthened public trust surrounding conservation work through branding for species at risk, priority target audience profiles, effective message development, and adherence to public trust best practices.

G3

Impressive Numbers Campaign

To better align with G3’s evolved corporate vision and its mission to defeat the status quo, the creative team conceived an “impressive numbers” concept. The campaign emulated the style of Silicon Valley software firms, making use of a solid green background to separate itself from stereotypical ag beauty advertising. Following each number came concrete details demonstrating how each number benefited the farmer through opportunity, reliability, innovation, service, vision, and speed.

North Forge Technology Exchange

Marketing Support Partnership

The North Forge Technology Exchange is a Winnipeg-based incubator accelerator providing crucial resources and mentors to local technology start-ups. 2021 saw 6P sponsor key services to this local powerhouse as part of our marketing support partnership with the organization, providing marketing webinars, plans for the Fabrication Lab’s 10th anniversary, and a website rebuild to help ensure Manitoba’s growing tech sector is set for success.

The Standard Insurance

Corporate Social Responsibility Plan and Brand Expression

After a successful rebrand following its merger with Oldfield Kirby Essau, The Standard Insurance returned to complete the next phase of their consolidated brand rollout. The 6P strategy team first developed a Corporate Social Responsibility plan and Corporate Vision document. Our creative team then delivered a refreshed brand expression to support The Standard as they engaged existing clients and new prospects with renewed energy.

West End Tire

Anniversary Logo and Marketing Support

The year started off celebrating West End Tire’s 65th anniversary, and 6P Marketing was happy to develop a special logo to honour the occasion. Next, our online team executed our 2021 media plan, delivering business-to-business and business-to-consumer campaigns which improved leads to an updated website with specific landing pages. Finally, 6P helped craft a beautiful holiday card to cap off a memorable year.

Manitoba Pork

Public Trust Campaign 2.0

Based on extensive market research, including an Omnibus survey and focus groups, a path forward was established for the next version of Manitoba Pork’s public trust effort. 6P Marketing developed 15 key messages for rural and urban audiences addressing four brand attributes: environmental, economic, animal care, and food. New photography highlighted stakeholders in and outside the pork sector, and our creative execution put people first, ensuring a relatable and authentic opinion on essential topics.

Legacy Bowes

Marketing Strategy and Support

Freshly acquired by Indigenous-owned TIPI Insurance, HR and recruitment consultancy Legacy Bowes wanted help relating their brand to their Indigenous and non-Indigenous client bases as well as building their store of resources for future in-house marketers. 6P came up with a comprehensive brand strategy and integrated marketing plan, building key messages for Indigenous and non-Indigenous clients and setting up the organization for greater marketing self-sufficiency.

Fort Garry Brewing Company

Packaging Design

Changing trends in the beverage landscape prompted Fort Garry Brewing to ask 6P for help with designs for several new products. 6P got to work on packaging for the new offerings, including a family of Radlers—light, juice-based brews ideal for the summer—new Seltzer flavours, and Iced Tea and Purple Craze, two easy-drinking entries into a new Hector’s Hard series. We also produced an exciting new AHL Winnipeg ICE-themed design for FGB’s Northern Lite beer.

St. Boniface Hospital Foundation

Brand Guide and Video Storyboard

After completing new strategy and brand work for the hospital the previous year, 6P Marketing helped the St. Boniface Hospital Foundation develop additional assets to aid their essential funding activities. 6P created a sub-brand guide that leveraged the hospital’s new identity while including unique colour identification for the Foundation. A video script and storyboard encapsulated the staff and patients who benefit from charitable giving and summarized 150 years of serving Manitobans.

Manitoba Restaurant & Foodservices Association

Recruitment Campaign

A labour shortage had Manitoba restaurants and foodservice operations scrambling as they fought to staff up post-lockdown and ahead of the holidays. Applicants vanished as potential employees grappled with safety worries. 6P Marketing assembled an efficient and time-sensitive campaign encouraging high-school and college students to develop skills, earn money, and make lasting friends along the way. Restaurants reported a surge in applicants, delivering timely support for a vital Manitoba industry.

Dyregrov Robinson

Branding and Website Development

As geotechnical engineers, the experts at Dyregrov Robinson provide thorough investigations that lay critical groundwork for construction projects, assessing subsurface conditions and providing practical recommendations to suit site conditions. Take a good look around the next time you’re seated at Canada Life Centre—Dyregrov Robinson was there. 6P Marketing crafted a new logo and brand expression which correctly represented this local leader in geotechnical assessment and developed a website to convert leads into new clients.

GNR Camping World

Anniversary Logo and Content Support

With international tourism options limited in recent years, recreational vehicles have achieved near-rock-star status when it comes to touring local vistas. 6P Marketing spent most of 2021 providing GNR’s newsletters and blogs with content. Our marketing support positioned this 50-year-old company as the area’s top destination for all mobile tourism needs, boosting brand awareness for a local leader in recreation travel.