gordongroup // marketing + communications // home

By: Gordongroup  09-12-2011
Keywords: Direct Marketing, arts organizations, Theatre Programs

What keeps you up at night?

    • We generate solid ROI with coordinated campaigns and smart media planning. For real estate specialists Bentall Investment Management, we have provided suites of branded promotional tools for new residential properties nationwide. We fully supported the Quebec-based engineering firm CIMA+ during the opening of a new Ottawa office. Our website helped push the Canadian Internet Registration Authority toward its goal of 2 million dot-ca users within two years.

    • We generate solid ROI with coordinated campaigns and smart media planning. For real estate specialists Bentall Investment Management, we have provided suites of branded promotional tools for new residential properties nationwide. We fully supported the Quebec-based engineering firm CIMA+ during the opening of a new Ottawa office. Our website helped push the Canadian Internet Registration Authority toward its goal of 2 million dot-ca users within two years.

    • The story we develop for you - what makes your service offering so essential - will make all the difference in audience buy-in. The website we created for the International Development Resource Centre is designed to showcase the organization's good work in disadvantaged communities worldwide. We've been helping the Grand Council of the Crees to tell their story to Canadians for over 20 years, and the Ottawa Public Library Foundation to ensure that stories of all kinds remain available to library users.

    • Intangible achievements are great, but nothing points to success like increased numbers. Our web work for CBC/Radio-Canada included interactive micro-sites designed to boost audience participation. As well, gordongroup is now a member of the Association of Fundraising Professionals. Our direct marketing team has been the driving force behind highly successful ticket and subscription sales campaigns for arts organizations including the Ottawa Symphony Orchestra, Opera Lyra and the French and English Theatre programs at the National Arts Centre.

    • Gaining wide exposure for your message across multiple media channels is what we do best. We increased enrollment at the University of Ottawa with our new media recruitment campaign. For years we have been helping sector councils such as the Construction Sector Council, the Textiles Human Resources Council and the Wood Manufacturing Council connect with career-minded candidates and grow the work force.

Our Service Lines

As a full-service, one-stop-shop marketing and communications agency, gordongroup offers a unique blend of creative services, including design and editorial services for print and web projects, multimedia and social media, results-driven direct marketing services and, of course, overarching marketing and communications strategies. Our strength lies in being able to take a holistic view of our clients’ needs.

Marketing and Communications Strategy

Strategies encompass more than just the ways and means of delivering the message. The most successful marketing and communications strategies don’t revolve around hard deliverables; instead, they stay focused on the audience: how to engage them, how to meet their needs, how to receive their feedback. We understand that success begins with a realistic blueprint—detailed enough for precise action, yet flexible enough to encourage creativity and invention. Our communications experts have the experience needed to manage large-scale initiatives and complex scenarios.

gordongroup also has vast experience in stakeholder/customer engagement as well as measurement and evaluation. We offer all services in both official languages.

  • Research and analysis
  • Competitive intelligence
  • Message strategy / Positioning statement
  • Media relations
  • Conferences and trade shows
  • Event sponsorships
  • Websites
  • Advertising
  • Packaging
  • Direct marketing
  • Brand identity planning and launching

Stakeholder Engagement

Stakeholders are people who have a “stake” in a given organization, who are connected to it and impacted by it. The list can be long and varied: customers, management, clients, target audiences, employees, interest groups—even next-door neighbours. Engaging stakeholders in meaningful dialogue can provide the organization with invaluable insights and direction. gordongroup knows how to bring all the right parties to the table, get them talking and get results. We can help you to choose the best media platform to connect with each group.

  • Public Campaigns
  • Direct Marketing and Advertising
  • Focus Testing
  • Social Media
  • Website Design and Management
  • Public Relations
  • Plain Language Training

Measurement and Evaluation
  • Performance measurement
  • Assessing results
  • Short-term vs. long-term success
  • Project management methodology
  • Planning for success: benchmarks
  • Customer relationship management
  • Brand recognition
  • Web hits and user experience tracking
  • Stakeholder feedback
  • Demonstration of efficient use of resources
  • Project audit

Brand and Identity

Today’s marketplace is crowded with products, messages and ideas. You may have taken steps to build a unique identity and set yourself apart from the competition. But do you know about all the brand-building tools and strategies you could be putting to use? At gordongroup, we view growing brand equity as akin to growing a garden: there's both heavy lifting and careful cultivation to be done, but the work is rewarding—and also fun. We can show you how to combine strategy and creativity in order to clarify your identity, reach users, increase awareness and win loyalty.

  • Brand Audit
  • Market Research / Competition Analysis
  • Clarifying the strategy / messaging / taglines
  • Clarifying personality
  • Identifying constituencies
  • Brand positioning / brand essence / brand story
  • Designing identity
  • Website and internet presence
  • Brand management


Through close collaboration with our clients and internal brainstorming sessions, our creative team develops concepts that meet clients’ needs. Our graphic designers and editorial teams work closely together to produce a wide range of communications products, including reports, posters, brochures, advertisements, business collateral, magazines and books. All these products contain words, and our writers, editors and translators ensure that all text is clear, sharp and dynamic, and the messages are ready to reach their target audiences. We offer services in all facets of the design process: concept design, graphics and photography management, print management and production. Because people process information in different ways, we develop concepts that “speak” on different levels, in a perfect integration of image and text.

Web and Social Media


More than ever, multimedia applications are stepping into the communications spotlight as videos and interactive games are used to deliver messages and offer education and training. Our digital team stays on the forefront of trends and consumer preferences. For videos, we can conduct the research, write the script, shoot the pictures (video or stills), record the voice-over, produce the video and do all the post-production editing and effects. gordongroup has also entered the world of documentary filmmaking, with a four-part feature film series to record oral histories for the Grand Council of the Crees.

Direct Marketing

gordongroup has a state-of-the-art call centre equipped with all the sophisticated technological requirements, including 40 call stations, needed for us to deliver highly successful direct marketing services. We engage in four core direct marketing activities:

  1. 1. Subscription campaigns: We sell ticket subscriptions to patrons of national theatre, orchestra and opera events.
  2. 2. Fundraising campaigns: We conduct telefundraising activities for national and local arts, literacy and charitable organizations.
  3. 3. Contract publishing: We sell national advertising and handle the printing and distribution for four magazines for not-for-profit organizations.
  4. 4. Research and surveys: We conduct research and client satisfaction surveys for many clients.

gordongroup’s direct marketing team provides clients with enthusiastic, well-spoken telephone ambassadors who meet the highest standards of professionalism, in both official languages.


gordongroup provides a full range of content development, including writing, editing, research, translation, proofreading and parallel reading, in both official languages. Clients come to us when they need compelling content for reports, speeches, magazines, news releases, articles, media material, fact sheets, PowerPoint presentations, educational and training modules, advertising and promotional copy, websites and more. Our specialty is plain language—making complex, overwritten material concise and easy to understand. We also offer workshops on plain language writing.


Plain Language Workshops: Lack of clarity is never more apparent than in the written word. Words without purpose; sentences and paragraphs that do not support each other; documents that fail to maintain focus—in these, the power of communication is lost. Over the past 10 years, gordongroup has become a plain language leader not only by incorporating that philosophy into our work for clients, but also by offering plain language training courses to a variety of clients. Our experienced trainers have taught and perfected our customizable workshops over the years, ensuring they are fun for all participants and offer a unique balance between engaging lecture and practical, hands-on experience.

Online training courses: gordongroup has developed many online workshops for clients. Using a variety of techniques to maintain interest – such as video, audio, quizzes and e-applications – the courses take an interactive approach to engaging and informing users. For our branding course, for example, the user learns about branding basics, the benefits of a particular brand, marketing and promotion; and builds a brand blueprint to use for his/her own target markets, products, competitors and needs. We have also developed online, interactive human resource management tools that are accessible anytime, anywhere.

Educational simulation training: Learning through simulation is a growing trend for online educational tools and training. gordongroup has developed many Flash-based, educational simulation training modules for clients, such as the Globemaster project for the Department of National Defence. Our highly-technical, yet easy-to-use series of educational simulations allow users to learn about the military in general and take on the role of various occupations in the Canadian Forces.

It’s easy and quick for clients to engage gordongroup for work through one of our many procurement vehicles. We have been awarded many Standing Offers and Supply Arrangements with federal and municipal government departments and we’re the Agency of Record for a number of non-profit and private sector organizations.

We have Standing Offers and/or Supply Arrangements with the following organizations:
  • Department of National Defence: creative services
  • HRSDC/Service Canada: design services
  • Department of Finance: editing services
  • Canadian Heritage: editing and translation services
  • Public Works & Government Services Canada: communications, design services and PWGSC TSPS Solutions
  • Justice Canada: web communications
  • Public Safety Canada: communications
  • Canadian Tourism Human Resource Council: design services
  • CBC/Radio-Canada: website and online services
  • City of Ottawa: marcomm services
  • Ottawa Carleton District School Board: marketing and communications

Keywords: arts organizations, Direct Marketing, Direct Marketing Team, Theatre Programs,