make something edmonton final report

7/22/2019 Make Something Edmonton Final Report

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TABLE OF CONTENTS

Executive Summary ......................................................................... 3!Background and Context .................................................................. 5!

What is a story? ........................................................................... 5!Why Edmonton? .......................................................................... 7!

The Mayors Task Force on Image and Reputation ......................... 8!Make Something Edmonton......................................................... 8!

Implementing the Work .................................................................. 10!Strategies and Tactics ............................................................... 11!Brand Camp............................................................................... 17!Making Make Something Edmonton........................................ 19!

Recommendations ......................................................................... 22!1. Adopt Edmontons Brand....................................................... 22!2. Open the Make Something Edmonton Office ....................... 24!3. Preserve and Maintain The Citizen-driven Focus................. 25!4. Recognize and Reward Excellence: The Builders Prize....... 26!5. Promote A Make Something Culture .................................. 26!6. Appoint A Make Something Edmonton Champion ............. 27!7. Implement an Image and Reputation Strategy ..................... 27!8. Create and Activate Ambassador & Mentor Networks.......... 28!

Conclusion...................................................................................... 29!Appendix A: Make Something Edmonton Task Force Volunteers 31!

Advisory Committee................................................................... 31!Creative Subcommittee.............................................................. 32!


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EXECUTIVE SUMMARY

Edmonton has a Vision for 2040. We have plans. What we have lacked issomething more fundamental: a compelling answer to the question why.Why do we live here?

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Lacking an answer to this question has economic and emotionalconsequences. Its difficult to attract and retain talent, from executives,researchers and professional hockey players to metal workers, electricians,

and carpenters.A city is more than a place to work. When we move to a city, or when weemotionally commit to our hometown, we enter its story. Not its vision or itsplan or its slogan: its story. A place without a story is only trees, water, andinfrastructure.

Edmonton has a story.

For thousands of years, First Nations from all over the continent gatheredon this special bend of the North Saskatchewan River to trap, to trade, to

educate, to heal, to prosper, to worship: to change their lives. Europeantraders built Fort Edmonton on the same bend for the same reason.Generation after generation of immigrants, adventurers, entrepreneurs andartists have discovered this collaborative spirit.

Edmonton is a place for builders: a business, a school, a temple, a work ofart, a community, a festival, new idea, a new life for your family. Ourentrepreneurial drive extends from the energy industry to video games,from the Fringe Festival to machine learning, from public education toending homelessness.

Its not for everyone but it is a place for inventors in every realm, forvolunteers. It doesnt matter when you arrived, or where your parents camefrom. This is the city for the curious, for risk-takers. Leaders in Edmontonwill take your call and so will your neighbours Your ideas matter


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Our image and reputation strategy is about speaking and communicatingconsistently and powerfully about Edmonton: city government, theEdmonton Economic Development Corporation (EEDC), the Chamber ofCommerce, our large and small corporations, our post-secondaryinstitutions, our arts organizations and, ultimately, every one of us. Ourtask, over the next five years, is to make a million marketers andambassadors out of our citizens. We want to replace that tension we allfeel when someone asks why, with a confident, memorable answer.

Our strategy is about action. Make Something Edmonton is an authenticexpression of our identity, and as we update bylaws and procurementprocesses, develop tourism products, build and rebuild public spaces,

respond to Edmontonians ideas, we can and must reinforce it.In Edmonton, we are what we make.

This report provides eight core recommendations, among them to createan independent image and reputation office so that the other seven can bedelivered.

1. Adopt Edmontons Brand

2. Open the Make Something Edmonton Office3. Preserve and Maintain the Citizen-driven Focus

4. Recognize and Reward Excellence

5. Promote the Make Something Culture

6. Appoint a Make Something Edmonton Champion

7. Implement an Image and Reputation Strategy

8. Create and Activate Ambassador and Mentor Network


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BACKGROUND AND CONTEXT

Edmonton has an image and reputation problem. We know it and it stingswhen a high-profile researcher or professional athlete proves it by publiclydeclining an invitation to live here.

In 2008 and 2009, Longwoods International conducted and published astudy here in Edmonton - about Edmonton.

Ive been doing place marketing since 1985, said the CEO of

Longwoods, Bill Siegel, at the time, and I was a little shocked. Ive neverseen gaps so enormous between the reality of a place and what outsidersknow about it.

The results of the study were clear. Edmontonians had positive feelingsabout the city, even if they couldnt express them. Too many peopleoutside the city held confused or negative feelings about Edmonton.

Longwoods International suggested a way for Edmontonians to tell storiesabout the city. The result was Edmonton Stories. While the initiative did ask

citizens for anecdotes, they were quite random. It was storytelling for thesake of storytelling, without a common theme; Edmonton Stories didnt rallyEdmontonians around an idea, or a common cause, and our image andreputation continued to suffer.

For a city of ambition, this doesnt just sting. A bad reputation costs usbillions of dollars. In 2012, Brad Ferguson, the incoming CEO of EdmontonEconomic Development Corporation, put it bluntly. He said, on an imageand reputation scale of one to ten, Edmonton was operating at 1.5.

One of the ways the City of Edmonton is realizing its Vision for 2040 isthrough a series of planning documents based on its core strategic vision,The Way Ahead. The economic development plan, The Way We Prosper,was completed in 2012 and the results of the public consultation confirmedFergusons analysis. Business leaders in Edmonton identified a confident


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uses the same language language that can be applied to just about anycity.

The City of Calgary spent $1.4 million in creative fees on the design andtagline Innovative Energy. It was subsequently changed to Be Part of theEnergy. The City of Regina went through a similar process with a brandingagency and came up with Infinite Horizons.

Todd Babiak, who had worked with thousands of Edmontonians to writethe City Vision for 2040 had noticed, in community halls across the city,that citizens liked to tell stories about Edmonton. When they arrived, whythey stayed, what made them proud, what made Edmonton different fromthe place they came from. But the process of discovering a common vision

didnt allow for storytelling. In fact, when Edmontonians would useanecdotes to talk about the city where it had been, where it might begoing, and their place in it the facilitators would stop them.

Yet it seemed, the stories they told had magic in them.

In January, 2012, Todd as volunteer work through his company StoryEngine began interviewing Edmontonians one-on-one and in smallgroups: long-time residents and new arrivals, first-generationEdmontonians and First Nations Edmontonians, CEOs and students, blue

collar and white collar, artists and executives.These interviews moved past comfortable conversations and clichs,language out of Richard Floridas book, into something simultaneously bothsimpler and more difficult: when you could live anywhere, why live here?What are you most proud of in Edmonton?

The stories Edmontonians told had common themes. They talked about theformation and growth of companies like PCL, Stantec and Waiward Steel,BioWare and Yardstick Software and the Running Room, Melcor andMaclab, MasterFlo and Jet Label, even companies that had launched inEdmonton and had subsequently left: Earls Restaurants, Ledcor, ShawCommunications.

They talked about University of Alberta spinoffs like ColdFX, the EdmontonP t l d th i b ti t d t b d


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They talked about the Alberta Avenue revitalization, the EdmontonHomelessness Commission, iHuman, and the Nina Haggerty Centre, thestrength of our community leagues, the Edmonton Public School Board,the first mosque in Canada, Al Rashid, and the first Jewish day school inCanada, Talmud Torah. They talked about the Edmonton Grads, the earlyyears of the Oilers, the citys unlikely strength as a centre for triathlons.

They talked about Pehonan, the Spirit of Edmonton, the idea thatEdmonton has been a place of commerce not just a crossing or agateway but a destination for thousands of years. The artifacts beingexcavated in Rossdale are thousands of years old, and they are from allover the continent.

There were common themes in all of these stories, mini-versions of theEdmonton Story. People, events, businesses, institutions, festivals, socialenterprises that sparked an emotional reaction in Edmonton had acommon narrative arc. They each started as something small, a little idea,and grew with the help of a community into something large ormeaningful. The people Todd talked to didnt want to use phrases likeworld-class and they werent interested in glamour or imported glory. Aspirit of humility pervaded every conversation.

WHY EDMONTON?We can break the common themes down into five:

1. Creativity/creative vision (something from nothing)

2. An entrepreneurial spirit (business, arts, social)

3. A sense of urban barn-building (help and cooperation)

4. A flat culture (lack of aristocracy; anyone can do it)

5. An unusual economy (opportunity; eases risk-taking)Creativity and entrepreneurialism are true about Edmonton, but they arentdifferentiators.


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THE MAYORS TASK FORCE ON IMAGE AND REPUTATION

In 2012, as Story Engine was conducting this research, Mayor StephenMandel asked two Edmontonians from the business and arts communities Chris LaBossiere, co-founder of Yardstick Software and Amy Shostak,artistic director of Rapid Fire Theatre to co-chair a volunteer task forcethat would begin to address the citys image and reputation challenges.

Chris and Amy worked with the mayor to put together an advisorycommittee of Edmontonians, leaders in various realms, of various ages, totalk about ways to solve a seemingly unsolvable problem. Similar task

forces had found innovative approaches to issues like homelessness andthe Edmontons status as a winter city, and both had begun their work withtraditional public consultations.

The advisory committee members initially talked about invitingEdmontonians to write love notes to the city. They talked about hiringexperts in place branding, the best in the world, as Calgary had done withInnovative Energy.

After doing more research, the advisory committee members decided the

love notes strategy would include Edmontonians but it might duplicate theefforts and the philosophy behind Edmonton Stories. And mostmembers wanted to try to find an answer to the Why Edmonton questionfrom Edmontonians themselves, rather than seek the help of an outsideagency. This citizen-driven approach seemed a far more typicallyEdmonton way of doing things than was bringing in a branding agency tosolve the problem.

MAKE SOMETHING EDMONTON

Todd Babiak had already done interviews with over 100 Edmontonians, afocused and penetrating if limited version of a public consultation. Hedecided to test the Edmonton Story publicly, on a blog called Magpietown.Magpies are thought of as annoying and disruptive superficially

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What Todd had learned, in his interviews, was that Edmontonians lit upwhen they talked about anecdotes that proved the Edmonton Story. If thetask force were to focus on action, they could:

Invite Edmontonians into the process by doing

Improve the city in small (or large) ways, buoyed and brought onby Edmontonians interests, passion and talents

Create content for the marketing and communications effort

Build Edmontons brand platform collaboratively and transparently,like an open-source code

The blog about open-source city branding through action had been well-read, and a hashtag #makesomethingyeg was already circulating onTwitter. Make Something Edmonton was already happening.

Chris LaBossiere and Amy Shostak, working with Mary Sturgeon, theproject manager of the task force, decided to adopt Make SomethingEdmonton providing leadership, support and energy to a grassrootsmovement in the city. The mayor courageously accepted their proposal.The advisory committee agreed, and began discussing ways to MakeSomething Edmonton.

What the mayor and other Edmontonians ultimately wanted from the taskforce was:

1. A way for Edmontonians to talk about their city.

2. A brand platform, an image and reputation strategy, and a plan toimplement it


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IMPLEMENTING THE WORK

This was not the first time someone had set out to solve Edmontons imageand reputation problem, to fill the biggest pothole in the citys history. Whatthe task force had learned from the past aligned with the truth behind MakeSomething Edmonton: if we build it together, we can adopt it as our own.

One of Todd Babiaks interview subjects, the City of Edmonton HistorianLaureate Shirley Lowe, puts it succinctly.

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The communications committee developed relationships with reporters,editors and producers in print and broadcast media to prepare them forMake Something Edmonton and discover ways they could support theinitiative. They provided advice and support on the web and social mediastrategies.

The creative subcommittee provided advice on testing and soliciting inputon marketing research and the brand strategy. The relationshipssubcommittee made connections between the innovators who showed an

immediate affinity to the Make Something Edmonton movement, thedeeply engaged citizen, and the early adopter audiences: students andentrepreneurs, artists, ethnic communities.

The legacy committee developed plans and recommendations for howMake Something Edmonton could live on beyond 2013, past the mandateof the mayors task force. No city brand has ever taken hold in less than ayear, and the legacy committee understood that work must be done tobuild on the foundation that was laid by the task force.

STRATEGIES AND TACTICSMake Something Edmonton Visual Identity

Working with Edmonton-based Berlin Advertising and Public Relations,Make Something Edmonton explored possible visual identities early on. Atthis point, no one knew what the outcome of the work would be, so thedesigners had to strike a tricky middle-point between finding a visualidentity for Make Something Edmonton and finding a visual identity forEdmonton.

Edmonton does have a physical icon, the High Level Bridge. It wascelebrating its 100th anniversary in 2013, and Chris LaBossiere, AmyShostak, Todd Babiak and Mary Sturgeon when thinking of a suitableicon to represent Edmonton thought of the High Level Bridgei di t l


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The four grey vertical lines in the main logo signify the concrete piers of thebridge. Pushed together, these piers and a three-letter YEG (Edmonton)head, make a playful figure. This figure answers the fundamental question

in Make Something Edmonton, What are you making? by holdingimplements: a shovel, a pen, a smartphone, a light bulb.

March 21 Launch Event and Makers Events


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On May 15, the events committee hosted an evening calledMakers Connect at the Citadel Theatre another sell-out.They connected entrepreneurs of all sorts with the people andresources they needed to take their projects to completion. Itwas another opportunity to tell and test the story, to work ourway through the brand, and to create ambassadors andevangelists.

On July 18, Make Something Edmonton co-hosted the launchof the Culture Collective, an events series to bring togetherlocal artists of various disciplines and put their work before anaudience. The Culture Collective filled the Garneau Theatrewith hundreds of Edmontonians. Before the show started,Make Something Edmonton hosted a crowdfunding eventwhere the audience decided to award more than $600 collected at the door from guests -- to the Nina HaggertyCentre. Make Something Edmonton again took on the role ofconnecting people to the resources they need.

The Website: makesomethingedmonton.ca

Make Something Edmonton also launched its website on March 21, 2013.The video and a short explanation of the initiative were the simple headers.A blog allowed for updates, news, and ideas. But the main purpose of thesite initially was a call for projects and to provide a place for people toconnect, share ideas and gain support. Completion percentages were asignal to the community of each projects progress, and each projectfeatured an action button, which would ask people to volunteer, fund,support, attend and more.


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Edmontonians responded quickly. Three days after the launch, there were80 projects on the site. By the middle of summer, there were more than270 projects and more than 760 people registered on the site meaning

they are actively leading a project or offering support.

Projects were as small as community gardens in unused corners ofschoolyards, or murals, or works of art. Others were parties and newfestivals, to bring people together, that thing weve always wanted to do.Some were new businesses. The largest, of course, was Light the Bridge.

Individuals and small groups were moved, through Make SomethingEdmonton, to stop simply talking about an idea and actually do it. AaronLardner, whose project is a fundraising motorcycle Ride Against Violence

on August 25 put it this way:

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Established organizations also joined in. Alberta Ballet, the Fringe Festival,

EEDC, the Citadel and Catalyst Theatres, the Edmonton SymphonyOrchestra, Manasc Isaac Architecture, iHuman, the Nina Haggerty Centre,the Edmonton Downtown Academic and Cultural Centre, the EdmontonPublic Library, City Hall School, the Aga Khan Development Network, andcommunity leagues launched projects.

The mayor began speaking about Make Something Edmonton at events inthe city, including his 2013 State of the Cityaddress. Mary Sturgeon, AmyShostak, Chris LaBossiere and Todd Babiak spoke about Make SomethingEdmonton at schools, restaurants, law offices, community gatherings,

business conferences, and arts and entrepreneurship events. BradFerguson, CEO of EEDC, began folding it into his summer speakingschedule.

Media was positive and


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By mid-summer, citizen engagement consultant Katie Soles had begun

working with Mary Sturgeon on a more formal outreach strategy for MakeSomething Edmonton. Though the initiative was new, there was a tensionin the air around it: at some point, the energized early-adopters wouldmove on to something else. We had not yet reached or included ethniccommunities, senior business leaders, and others who were not pluggedinto social media.

We had to reach more than the usual crowd, the leaders and creators.There was what marketing experts call a valley of death on audienceadoption that Make Something Edmonton had to cross, and it was quickly

approaching. By September, the mandate of the task force would becomplete.

The communications strategy continued, with regular updates on socialand traditional media. Jasvinder Chana, who grew up in Millwoods,translated the Edmonton Story into Punjabi so it would speak morepowerfully to members of her community.

Arthouse Productions produced a second Make Something Edmontonvideo, about some of the projects that had been launched like a scheme

to beautify the Anthony Henday by planting trees en masse (Tree theTony) and the phrase make it here was tested.

There are seven other video vignettes, profiling Duchess Bake Shop,Coronation Elementary, Poppy Barley shoes, the PJ Tan violin shop, IZMFurniture, and Mile Zero Dance.

BRAND CAMP

In discussing the concept and structure of a process to build the citysimage and reputation strategy and brand story, the creative subcommitteewanted to honour the philosophy of Make Something Edmonton and takean approach that was truly from the people create a process that itselfwas a Make Something Edmonton project. The subcommittee felt, if werebuilding our image and reputation, we have to do it together.


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Fifty two conversation topics were suggested. A sampling:

Does "Make" get expanded to go past a tangible product - ideas,

change, community, neighbour, opportunities?Find the language that appeals to everyone

How do we bridge the generation gap

How to engage institutions - business, university, government, religions,non-profit

How do we be more inclusive

How do we help people identify the making theyre already doing

Of the topics suggested, 39conversations actually took place,based on participants interest ingetting involved in each suggested

topic.By 3pm, many tactical ideas wererecommended for an image andreputation plan, and several importantstrategic themes emerged.

Promote mentorship. People want mentors and guides to helptheir projects progress and succeed whether that's from those


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Use language that resonates. Terms like "maker," and "project,"are not necessarily meaningful to every person and everyEdmonton organization. We need to use language and a narrative

that's meaningful, and that best illustrates value -- that clearly givesthe answer to the question "What's in it for me?"

Mary Pinkoski, the newly-appointed Poet Laureate for Edmonton, wasinvited to attend Brand Camp as well. Through her observations, shecomposed and presented a poem that captured the discussions andfeelings of that day. Those fortunate to hear her deliver this moving poem,One City, Many Voices, were overwhelmed with its poignancy and beauty.

MAKING MAKE SOMETHING EDMONTON

Make Something Edmonton, from the beginning, was conceived as muchmore than a communications exercise. If this is Edmontons identity and itsculture, it has to be true in everything we do. Its about a cultural shift, not achange.

In the words of Chris LaBossiere, the culture and identity we already havehas to resonate with every decision we make. The Edmonton Story has tobe fundamental in the way we make decisions.

Perhaps the Edmonton Indy could have become a part of the citys festivalseason if it had launched in the 1970s as a soap box derby. In some cities,you can import grand events and initiatives and they see success. InEdmonton, its more often a waste of time and money.

Project makers tested the Edmonton Story, and its real-life application.Meat for Dinner, a restaurant just off Whyte Avenue, was set to open in thelate spring 2013. Then, shortly before the owners were about to open thisnew venture, an appeal based on parking restrictions prevented it.

The entrepreneurs used the Make Something Edmonton site to elicitsupport and received over one hundred retweets on Twitter. Global Newsdid a two-part documentary about the issue of parking bylaws. The mayorand city councillors were left struggling to help the restaurant open, stuck ina legal mess that might have been solved by an updated bylaw.


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There are other, happier examples that played out during the initial phaseof Make Something Edmonton and also ones that pre-date initiative. Whencommunity organizers tried to start What the Truck!, a food truck festival in

Edmonton, they too bumped up against bylaws that no longer fit with ourCity Vision, our plans, and our story. Mack Male and Sharon Yeo, twoprominent city bloggers, were able to weave their way through cityadministration to have the rules changed in 2011.

Since then, Edmontons food truck scene has exploded. During the WinterCity task force, volunteers asked city administration why the rules aroundsidewalk patios were so prohibitive. Everyone loves sidewalk patios. Itsgood for all: business owners, patrons, pedestrians. It creates as sense ofcommunity and humanizes the street. A year and a half later, the lawsbegan to change.

In winter, 2010, Culina took over the cafeteria space in one of the rivervalleys most important institutions: the Muttart Conservatory. The Culinaphilosophy is Edmonton on a plate: they source as much as they canlocally, from produce to meat, ice cream to salad dressing. In the MuttartConservatory, they began growing their own herbs and vegetables. Visitorsto the Muttart, from Edmonton and from beyond the citys borders, taste thecity in the glass pyramids.

Brad Lazarenko, the owner of Culina, had also taken over the cafeteria inthe Edmonton Police Service headquarters. It was a hit, transforming a sadand dreary space into a spirited, healthier, more attractive cafeteria thatreinforced Edmonton. Its a private building, but there were stories ofpeople sneaking in just to eat in the cantina.

During a lunch at Culina Muttart, Lazarenko showed City of Edmontonprocurement and community service leaders the standard request forproposals for recreation facilities and attractions. Criteria to win bids werebased primarily on price, which gave an advantage to global food service

organizations that can buy in high volumes and have the logistics andinfrastructure in place to easily ship food to Edmonton. Was there a way tocombine our sustainable procurement policies (food traveling fewerkilometres is healthier for the planet and usually fresher), our economic


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RECOMMENDATIONS1. ADOPT EDMONTONS BRAND

It is true that many people are cynical about traditional place branding. Forsome, the word itself is troublesome but its worthwhile to consider itsorigins. Branded cattle cant be easily stolen, or at least not without themuch higher risk of the thief being caught. The brand shows that theanimals are of their land, their place.

Most city brands and taglines today are decorative rather than of their landand place. Pretty design is ubiquitous. Taglines are transferable,disposable. A Google search of the phrase best place to live, work, andplay, nets 150,000 hits from towns, cities, jurisdictions and countries allover the world. A Google search of Make Something Edmonton results in118,000 hits from Edmonton, and sites considering Edmonton.

If we reduce it to its essence, a useful definition of a city brand is what youthink of that place and how it makes you feel.

What do we think about Edmonton, when we hear the word? What do wesay about it? How do these thoughts and words inspire action? Moreofficially, how do they inspire communication and marketing, productdevelopment, human resources strategies, works of art, media coverage,economic development strategies, conference pitches, tourism? How dothey inform and reinforce the culture within City administration? How dothey bind the work of the City of Edmonton, EEDC, the Chamber ofCommerce, the Edmonton Arts and Heritage Councils, schools,businesses, non-profit organizations?

The mayors task force on image and reputation, from the beginning, hasbeen about equipping Edmontonians with a story to tell and anecdotes toprove that story.

Again, here are the five elements that make Edmonton... Edmonton.


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you feel? Make Something Edmonton was the name of the process. Thebrand platform, we imagined, would reveal itself.

In the late-spring, we began to notice something. At our events, at coffeeswith potential ambassadors, at presentations, citizens would say, Yes, thisis Edmonton, this is our brand. We just have to tell everyone. They have toknow.

And we would tell them, No. The process to find our brand is called MakeSomething Edmonton. The brand will be something else. It will berevealed.

One of our ambassadors, Satya Das, did not accept this answer. He saidwe would not find better words, and we would have wasted all of the workwe had already done to fill the phrase Make Something Edmonton withmeaning, through projects and events and media and face-to-faceconversations, if we abandoned it for something else. Satya is on the boardof the Edmonton Heritage Council, which is leading a strategy to build aMuseum of Edmonton. To Satya, that museum will be a living evocation ofMake Something Edmonton.

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The story at the heart of Make Something Edmonton is our brand. Over thenext few years, the monumental task will be to reach the hearts and mindsof a million people, to give them what Mayor Mandel originally wanted: a

story to tell about Edmonton. An answer to Why?

This fall, Make Something Edmonton will for the first time become atraditional advertising campaign. Make Something Beautiful, MakeSomething Profitable, Make Something Green, Global, Crazy, True... willallow us to segment historical anecdotes and to celebrate people who havelaunched projects, neighbourhood by neighbourhood.

While our internationally-known construction and engineering giants, or theRunning Room or BioWare, are our large-scale anecdotes, our small-scale

anecdotes could be featured on bus benches in regions of the city wherethe ideas were launched. Project leaders featured as they should be: aseveryday heroes. Tree the Tony was launched in the suburbancommunities of the southwest. Daughters Day was launched inMillwoods.

The goal is to allow Edmontonians to see themselves in Make SomethingEdmonton, and to feel sufficiently moved to share the story with others,and, if they have one, their own Make Something Edmonton story with theinitiative. This campaign celebrates the anecdotes we know about, as

much as it seeks more anecdotes.

With the launch of this campaign, Make Something Edmonton becomesour brand platform on which an image and reputation strategy can be built.

2. OPEN THE MAKE SOMETHING EDMONTON OFFICE

In January 2013, when Make Something Edmonton was in its planningphase, Oprah Winfrey came to Edmonton and her fans filled Rexall Place.A local media personality presented her with a gift, one that was

representative of Edmonton. In that gift: truck nuts.It was a joke, but it represented a void. Todd Babiak wrote about it in hisMagpietownblog and challenged the city to do better.

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EEDC is now creating brands for its internal organizations. One of these isEdmonton Tourism. In July 2013, the advertising agency working on theEdmonton Tourism brand, asked Todd Babiak to give a presentation on

Make Something Edmonton and the Edmonton Story, so that the brand forTourism was reflective of that Story.

Creativity thrives when it has limits. From now on, our limits are theEdmonton Story. If we communicate internally and externally, using tritephrases, clichs, banal language, or anecdotes that dont reinforce theEdmonton Story, were not only wasting Edmontonians collective time andmoney, were hurting Edmonton.

The office will not duplicate efforts. Edmonton Tourism promotes tourism

and helps build tourism products. The City of Edmonton attracts sportingevents. EEDC attracts regional offices or large international companies.TEC Edmonton and Startup Edmonton help launch new businesses. TheEdmonton Arts and Heritage Councils develop and promote cultural eventsand initiatives. The Make Something Edmonton office will work with all ofthose organizations and more, with businesses and individuals, to developthe words, the tools, and the expertise to do all of that work consistentlyand powerfully.

Solidifying Edmontons story, its brand, will require a careful alignment of

individuals and organizations.

Our story is a powerful and productive asset, so we recommend a MakeSomething Edmonton office an office of image and reputation, as mostother large cities have to act as a guide and caretaker for Edmontonsbrand.

This work must be consistent and aligned. We recommend an arms-lengthstructure, similar to the Edmonton Arts Council, with a volunteer board oradvisory council composed of City of Edmonton staff, business, cultural

and social leaders of all ages, and representatives of Edmontonsimmigrant and First Nations communities.

Like Edmonton Tourism, it could operate under the umbrella of EEDC.


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the business sector

the human services sector

the academic sector

the cultural sector

In an effort to reflect the city of Edmonton, the committee will also bediverse in the following ways.

generational (youth representative, elder representative)

gender

ethnic

sexual orientation

diverse-abilities

Aboriginal community

representing range of Edmonton neighbourhoods

4. RECOGNIZE AND REWARD EXCELLENCE: THE BUILDERS PRIZE

In the early days of Make Something Edmonton, the Legacy committeewondered if there might be a way to reward citizens who launched andcompleted a project to make the city more beautiful, more fascinating,more profitable, more caring, greener, sassier... but at the same time, theydidnt want to overshadow or compete with other awards and recognitionprograms in the city. From business and arts prizes to the SAGE Awards,Edmonton already does this work of recognizing excellence beautifully.

However, Make Something Edmonton is a new lens on the city. Dreamingup and doing something, making something to improve Edmonton, is

special. It reinforces our brand and encourages citizens to get involved.Marc de la Bruyre, of Maclab Enterprises, was an early supporter of thisidea: a prize to honour builders of all kinds in the city. Corporations andprivate citizens will donate the prize money.


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offering an internal version of the Make Something Edmonton BuildersPrize in the City Managers Awards of Excellence. City of Edmontonemployees should see themselves as co-creators and collaborators, barn-

builders. These values and this language can be part of job ads,recognition programs, and again on employee business cards. Whatare you making? How can we help?

6. APPOINT A MAKE SOMETHING EDMONTON CHAMPION

At one of the early-morning Make Something Edmonton advisorycommittee meetings, as the sun came up over Commonwealth Stadium,legacy subcommittee co-chair Alison Turner introduced the idea of anombudsperson role within the City of Edmonton.

If you have an idea, and you need City of Edmonton help or approval, itcan be complicated. It can be discouraging. In our research, we heard thismany times. The What the Truck!food truck festival was a positiveanecdote. Others were negative, as Edmontonians with ideas for newbusinesses, events, or initiatives that did not fit the existing rules werethwarted.

Jill Wright, the City Hall Client Services Manager, leads a team of City staffwhose role it is to serve citizens and see that their questions are answered.

Most often, Jills first answer is yes, but she and her team respond todiverse queries relating to City services pet licenses, property taxquestions, issues with transportation and roads as a matter of course.

Where matters have been exceptionally complex or require an unusuallyspeedy resolution, there has been an informal ombudsperson for sometime in Edmonton; Patricia Misutka, the Chief of Staff for Mayor StephenMandel. She knows every rule, everyone who stands by that rule, the rightpeople for every conversation. But Patricia did this for her love of the city,off the corner of her desk, often in her spare time.

Simon Farbrother, the city manager, was at the meeting when AlisonTurner introduced the idea of the ombudsperson. He liked the idea.

I prefer the word champion, he said.


30/59

fulfilled if every individual and organization with a stake in Edmontonsimage is not demonstrating that philosophy.

We recommend the Make Something Edmonton office implement theimage and reputation strategy and tactical communications plan (attached).This plan includes working with all of Edmontons prominent organizations,businesses and institutions, including the City of Edmonton, to ensure aconsistent image is delivered and supported, both to Edmontonians and tothose who live outside the city.

8. CREATE AND ACTIVATE AMBASSADOR & MENTOR NETWORKS

In his book Diffusion of Innovations, Everett Rogers writes about the ways

new ideas and innovations spread through cultures:Diffusion is

essentially a social process through which people talking to peoplespread an innovation.

This is, of course, inefficient. If our goal is to make a million ambassadorsof the Edmonton Story by 2017, we will have to do a lot of talking. Buttalking, and showing, conversing, is the most powerful way to spread theEdmonton Story to make our brand stick.

We envision an informal training program, as we go out and tell the

Edmonton Story at schools, workplaces, conferences, forums, clubs,meetings, celebrations. In the early days of Make Something Edmonton,we will identify and recruit ambassadors. Then, we hope, with a blend ofadvertising, traditional and social media, projects, cultural shifts, andpartnership with businesses and organizations large and small, ourcommunications efforts will be reinforced by genuine, citizen-to-citizenexchanges.

Mentors will be official, like staff in the champions office, or they will beunofficial: people who have already made and built things in the city, and

can offer advice. One of the things we heard, in our research, is thatEdmonton is unlike other cities in the ways successful people give back.In some cities, successful businesspeople become philanthropists whenthey retire. In Edmonton you contribute as you succeed, as you grow, and

ft i ti d t l t d hil th i k


31/59

CONCLUSIONThis is only the beginning of Make Something Edmonton. The first phase ofour work was to discover the Edmonton Story and to activate it with earlyadopters. Now we begin to actively find to use marketing parlance theearly majority.

Were speaking to ethnic communities, students and professors,entrepreneurs, and what EEDC CEO Brad Ferguson calls the top 70 over70. At this point, Make Something Edmonton preserves its bottom-up

status as it also begins to seek top-down support from leaders in business,in the arts, in social enterprise: the people who have built the city.

The communications effort, until now, has focused on the story and onproject making. That work will continue, but as we reach a larger audiencewe will begin to celebrate past Make Something Edmonton projects. Weare in the business of educating Edmontonians. They are surrounded byinstances of the Edmonton Story, and we want to arm them with it.

This fall, the advertising campaign will launch in concert with a new version

of the www.makesomethingedmonton.ca website, focused on the story,anecdotes of the past, and a continuation of the go out and makesomething platform.

!!


32/59

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33/59

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APPENDIX A: MAKE SOMETHING EDMONTONTASK FORCE VOLUNTEERS

Chris LaBossiere, Co-founder Yardstick Software (Task Force Co-chair)

Amy Shostak, Artistic Director Rapid Fire Theatre (Task Force Co-chair)

Maureen McCaw (Special Advisor)

ADVISORY COMMITTEEErick Ambtman, Executive Director - Edmonton Mennonite Centre forNewcomers

Ken Bautista, Co-founder and CEO - Startup Edmonton

Carolyn Campbell, Assoc. Dean, Executive Education, Alberta School ofBusiness University of Alberta

Brad Ferguson, President & CEO Edmonton Economic DevelopmentCorporation

Dana DiTomaso, CEO - Kick Point

Jason Gregor, President - Just a Game Productions Ltd

Deb Hammacher, Associate Vice President, University Relations -University of Alberta

Linda Hughes, retired

Akash Khokhar, Lawyer, community leader

Cathy Kiss, Vice President Communications & Government Relations -Northlands

Brittney Le Blanc, Community Builder - Capital Ideas


36/59

Tina Thomas, Director of Marketing and Fund Development - EdmontonPublic Library

Sandra Woitas, Director - Edmonton Public Schools Foundation

CREATIVE SUBCOMMITTEE

Carmelle Boston, Vice President Communications - Alberta CancerFoundation

Ashton Paulitsch, Marketing & Communications Associate - AlbertaCancer Foundation

Robyn Huizinga, Student MacEwan University

Margo Schulte Long*, Director of Strategic Services, Partner InciteMarketing

Noel Taylor, Teacher - McKernan School

Tina Thomas*, Director of Marketing and Fund Development - EdmontonPublic Library

Angus Van Weelden, Principal - Engagement Management Consultants

COMMUNICATIONS SUBCOMMITTEE

Dana DiTomaso, CEO - Kick Point

Jason Gregor*, President - Just a Game Productions Ltd.

Deb Hammacher*, Associate Vice President, University Relations -

University of AlbertaCathy Kiss, Vice President Communications & Government Relations Northlands


37/59

LEGACY SUBCOMMITTEE

Mirande Alexandre, Principal - Connecting 360

Claudia Bustos, City Museum Strategy Coordinator - Edmonton HeritageCouncil

Michael Capus, Senior Manager, Management Consulting KPMG LLC

Karen McDonald, Director of Community Relations - SAGE

Kassey Koumarelas*, Program Advisor, Executive Education, AlbertaSchool of Business University of Alberta

David Odumade, Manager, New Media - United Way Edmonton

Alison Turner*, Asst Executive Director, External Communications &Strategic Alignment Edmonton Arts Council

Kiri Wysynski, Manager, Marketing and Brand Alberta Innovates HealthSolutions

RELATIONSHIPS SUBCOMMITTEE

Ken Bautista*, Co-founder and CEO - Startup Edmonton

Danisha Bhaloo, Manager of Development - Boys & Girls Club / BigBrothers Big Sisters of Edmonton

Stephanie Enders, Project Manager - Bottom Line Productions

Akash Khokhar, Lawyer, community leader

Brittney Le Blanc, Community Builder - Capital Ideas

Michael Moran, Chandos Construction

Keenan Pascal, Co-founder - MadeInEDMTN

Faaiza Ramji, Marketing and Business Development Manager, DelnorConstruction

Robert Tyndale, Co-founder - MadeInEDMTN


38/59

APPENDIX B: ACTIVITIES AND RESULTSAT-A-GLANCE

Make Something Edmonton events & partner events 8

Total number of event attendees 2225

Total number of meetings/presentations 52

SOCIAL MEDIA STATISTICS

Facebook (as of August 15, 2013)

# of Facebook users who like Make SomethingEdmonton

989

Total number of posts since March 21, 2013 335

Average number of posts per day 2.27

Average number of unique users who see eachMake Something Edmonton post

462

Average number of impressions of each MakeSomething Edmonton post

1086

Twitter(as of August 15, 2013)


39/59

EVENT HOSTING AND PARTICIPATION

Name ofEvent

Date Purpose # ofAttendees

Location

Launch March 21 To introduce the Make SomethingEdmonton movement to Edmontonians andencourage them to participate

300 AvenueTheatre

Royal Bison

Craft & ArtFair

March 3 to 5 Participated in this festival and through the

Make Something Edmonton booth, spokedirectly to 120 people about the initiative.

120 Old

StrathconaPerformingArts Centre

MakersConnect

May 15 To connect project makers with experts andresources they need to progress andcomplete their projects

110 CitadelTheatre TheClub

Business

Envoys Event

June 24 To introduce the concept of Make

Something Edmonton to Edmontonsbusiness community

40 Art Gallery of

Alberta Manning Hall

Brand Camp July 6 To brainstorm ways to tell the EdmontonStory, and to uncover strategic themes tohelp build an image and reputation strategyand plan

120 EdmontonEXPO Centre

Makers

Crowdfunding

July 18 Partnering with The Culture Collective, itself

a Make Something Edmonton project, thiscrowdfunding event raised funds for oneproject voted by the audience to beawarded the funds donated at the door by

tt d

500 Metro Cinema


40/59

MEETINGS AND PRESENTATIONS

Make Something Edmonton spokespeople met with many differentorganizations to talk to introduce them to the initiative and invite them tostart their own projects, or to post their current projects to the MakeSomething Edmonton website. Between March and September, the teammet with the following organizations.

Arts Organizations

Catalyst Theatre

Connected Entertainment

Millwoods Artist Collective

Royal Bison Craft & Art Fair

Businesses and Business Organizations

Alberta Library Conference

Centre for Public Legal Education

Downtown Business Association

Edmonton Chamber of Commerce

Edmonton Economic Development Corporation

E-Town Entrepreneur Festival

International Association of Business Communicators Edmonton Chapter

ISL Engineering (pending)Millwoods Presidents Council (pending)

Northlands Marketing & Communications


41/59

Schools

Belgravia Elementary, Grade 3

Belmont Elementary, Grades 4 & 5

Forest Heights Elementary, Grade 5

Holyrood School, Grade 6

Laurier Heights School, Grades 1 & 2

MacEwan University, Heritage Fair for 100 junior high students

Meadowlark Elementary, Grade 1

Michael Strembitsky School, Grade 1Queen Alexandra School, Grades 1 & 2

University of Alberta Business Students Association

Westbrook School, Grade 6

Westglen School, Grade 1

Social and Cultural OrganizationsAga Khan Foundation

Alliance Franaise

Awesome Edmonton

CYM - Ukrainian Youth Association

Daughters Day Organizing Committee

Edmonton Chamber of Volunteer Associations

Edmonton Federation of Community Leagues (pending)

Edmonton Heritage Council


42/59

SOCIAL MEDIA STATISTICS

Social and media relations experts working with the Make SomethingEdmonton volunteer committee engaged in social media activitiesbeginning with the March 21 launch. Between March and August,Facebook followers increased by 800 percent, while Twitter followers grewby 115 percent.

Virtually all activities on social media sites were unaided by paidadvertising or boosting. While there is still room for improvement, MakeSomething Edmonton achieved a strong baseline of support and interestthrough social media and continues to gain great momentum.

For example, the online community uses the hashtag #makesomethingyegas a way to tag, report on or highlight notable city events, initiatives, ideasand resources, as well as the people behind these. In many ways, thecontent marked with the hashtag has become a form of a city directory.

Additionally, most content and conversation is driven by the Facebook andTwitter communities in Edmonton, as opposed to Make SomethingEdmonton team members, which indicates that many people using socialmedia have adopted the Make Something Edmonton brand, and are

aligning their ideas and initiatives with this brand. Please refer to theattached social media reports for a detailed breakdown of activities andresults.

MEDIA RELATIONS RESULTS

There has been high media interest in the Make Something Edmontonstory since the initiative began. From the launch of the Make Something

Edmonton initiative through to the present, spokespeople have beenfeatured in every main stream media outlet in the city, in print, broadcastand online.

The more than 270 active projects featured on the site as of late August


43/59

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47/59

Media Coverage and Analysis Report Date: August 26, 2013

Make Something Edmonton

Tone Quality Ratings

Make Something

Edmonton

Clip Publish/

Air DateAir Time Outlet / Stat ion Name

City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Dem

erit

Point

Company/B

rand

Mention

Spokesperson

Quote

Prominencein

Publication

or

Broadcast

KeyMessag

e(s)

CalltoAct

ion

Notes

Nadir Bellahmer

interviewed on

CBC Early Edition

26-Aug-13 CBC R1 Edmonton (CBX-AM) Edmonton AB Radio Station 20,600 ! ! ! Morning host Mark

Connelly interviews

Nadir Bellahmer about

his YEG Barricade

Redesign project, and

the announcement of a

winner on the Make

Something Edmonton

Edmonton man

wants to spice up

road barriers

25-Aug-13 Cbc.ca/edmonton National CDN Website 50,000 ! ! ! News article on Make

Something Edmonton

project, YEG barricade

redesign project, andthe announcement of

winnin desi n.Edmonton had to

lose Gretzky in

order to find itse

9-Aug-13 Metro Edmonton Edmonton AB Daily 79,500 M-F ! ! Columnist Omar

Mouallem mentions

Make Something

Edmonton as one way

Edmonton is defining

itself.YEG Barricade

Redesign Contest

profile

9-Aug-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld interviews

Aaron Lardner about

the Ride Against

Violence projectYEG Barricade

Redesign Contest

profile

9-Aug-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! ! Erin Isfeld interviews

Nadir Bellahmer, the

person leading the

Edmonton barricade

redesi n contest.

Ride AgainstViolence profile

1-Aug-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld interviewsAaron Lardner about

the Ride Against

Violence pro ectRide Against

Violence profile

1-Aug-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! ! Erin Isfeld interviews

Aaron Larder, who's

organizing a charity

motorcycle ride to raise

funds for local anti-

violence organizations.

If we're going to

get noticed, we

need something b

29-Jul-13 Metronews.ca/edmonton National CDN Website 35,000 ! ! Terrence Harding writes

about Edmonton's

challenges in branding

itself.


48/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Edmonton

Cookbook project

profile

26-Jul-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld interviews

local chef Andrew

Parker about his

Edmonton cookbook

pro ectEdmonton

Cookbook project

26-Jul-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! ! Erin Isfeld interviews

Edmonton chef Andrew

Parker about his idea to

put together a local

cookbook.The Make

Something

Edmonton Rope

25-Jul-13 Blog.mastermaq.ca National CDN Blog 1,000 ! ! ! Blogger Mack Male talks

about the challenge

ahead, and what might

be next for Make

Something Edmonton.

Slow flash mob

tries to bring

Edmonton seniors

to

20-Jul-13 edmontonjournal.com National CDN Website 85,000 ! ! ! ! ! Alex Zabjek reports on

the Make Something

Edmonton project, the

Slow Flash Mob.Thomas Scott talks

Makers

Crowdfunding

Event

18-Jul-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld talks to

Thomas Scott, Make

Something Edmonton

events co-chair, about

the Makers

Crowdfundin eventThomas Scott talks

Makers

Crowdfunding

Event

18-Jul-13 CTV Morning Live (CFRN) Edmonton AB Television Program 245,500 ! ! ! ! ! ! Thomas Scott is

interviewed about

today's Makers

Crowdfunding event at

the Garneau Theatre.Edmonton artists

come together for

Culture Collect

16-Jul-13 edmontonjournal.com National CDN Website 85,000 ! ! Sandra Sperones

interviews Thomas

Scott of the Culture

Collective, jointly

hosted by Make

Somethin Edmonton.Thomas Scott talks

Makers

CrowdfundingEvent

16-Jul-13 Breakfast Television (CKEM) Edmonton AB Television Program 200,000 ! ! ! ! ! ! Thomas Scott, events

committee co-chair for

Make SomethingEdmonton, is

interviewed about the

July 18 Makers

Crowdfundin event.Edmonton designer

wants better

looking road closur

14-Jul-13 Metronews.ca/edmonton National CDN Website 35,000 ! ! Make Something

Edmonton project, the

YEG Barricade redesign

project, featured in

story in Metro News

Tale Treasury

Coming to a School

Near You

11-Jul-13 Metronews.ca/edmonton National CDN Website 35,000 ! ! ! ! News article on the

Make Something

Edmonton project, The

Tale Treasur .


49/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Slow Flash Mob

profile

10-Jul-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld talks to Amy

Shostak, Make

Something Edmonton co-

chair, and her dido,

about the upcomingSlow Flash Mob.

Slow Flash Mob

profile


Amy Shostak and her

dido, about the

intergenerational event

the Slow Flash Mob.

50 Things that

Define Edmonton

9-Jul-13 blogs.edmontonjournal.com National CDN Blog 1,000 ! ! ! Tamara Vineberg blog

on 50 things that define

Edmonton, including

Make Something

Edmonton.10 Things to do in

Edmonton

8-Jul-13 flare.com National CDN Website 67,000 ! ! ! ! Make Something

Edmonton included in a

list of things to do in

EdmontonAmy Shostak talks

about the

outcomes of Brand

Camp

7-Jul-13 globalnews.ca/edmonton National ON Website 35,000 ! ! ! ! ! ! Amy Shostak talks to

Shane Jones about the

outcomes of Brand

Camp.Amy Shostak talks

about the

outcomes of Brand

Camp

7-Jul-13 Global Weekend Morning New IEdmonton AB Television Program 224,000 ! ! ! ! ! ! Amy Shostak talks to

Shane Jones about the

outcomes of Brand

Camp.Todd Babiak talks

Brand Camp on

Global Weekend

Mor

6-Jul-13 globalnews.ca/edmonton National ON Website 35,000 ! ! ! ! ! ! Todd Babiak is

interviewed by Shane

Jones about Brand

Camp brainstorming

event.Todd Babiak talks

Brand Camp on

Global Weekend

Mor

6-Jul-13 Global Weekend Morning New IEdmonton AB Television Program 224,000 ! ! ! ! ! ! Todd Babiak is

interviewed by Shane

Jones about Brand

Camp brainstorming

event.

JLS Night Marketprofile

3-Jul-13 edmonton.ctvnews.ca National CDN Website 14,000! ! ! ! ! !

Erin Isfeld interviewsTrina Shipanoff about

the JLS Ni ht Market.JLS Night Market

profile


Trina Shipanoff, the

project leader behind

the JLS Ni ht Market.Todd Babiak gives

Erin Isfeld an

update on Make So

25-Jun-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Erin Isfeld interviews

Todd Babiak, who

updates her on Make

Something Edmonton

and previews Brand

Camp.


50/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Todd Babiak gives

Erin Isfeld an

update on Make So

25-Jun-13 CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! ! Todd Babiak talks to

Erin Isfeld about Make

Something Edmonton,

giving her an update on

progress and previewingBrand Camp

Beacon Heights

Retrofit profile

19-Jun-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! Erin Isfeld interviews

Warren Sarauer, the

maker behind Beacon

Heights retrofit

http://edmonton.ctvne

ws.ca/video?binId=1.12

0347330 Most Interesting

Edmontonians

profile

19-Jun-13 6:50 AM CBC R1 Edmonton (CBX-AM) Edmonton AB Radio Station 20,600 ! ! ! ! ! Rick Harp interviews

Shawn Kanungo from

technology start up

Press Moi, about his

project 'The 30 Most

Interesting

Edmontonians'. Shawn

mentions Make

Something Edmonton

and discusses its

objective to address

Edmonton's image and

Beacon Heights

Retrofit profile

19-Jun-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! Erin Isfeld interviews

Warren Sarauer, who's

leading the Beacon

Heights Retrofit. Item

also included online at


ws.ca/video?binId=1.12

03473MakeScape YEG

profile

15-Jun-13 6:50 AM CBC R1 Edmonton (CBX-AM) Edmonton AB Radio Station 20,600 ! ! ! Rick Harp interviews

Greg Whinstance-Smith,

project lead for

MakeScape YEG.

Little Cree Booksprofile

7-Jun-13 edmonton.ctvnews.ca National CDN Website 14,000! ! ! !

Erin Isfeld interviewsCaylie Gnyra, the

brainchild behind Little

Cree Books.


ws.ca/video?clipId=942

135&binId=1.1203473&p

la listPa eNum=1MSE Little Cree

Books profile

7-Jun-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 158,700 ! ! ! ! ! Erin Isfeld interviews

Caylie Gnyra, the

brainchild behind Little

Cree Books.



135&binId=1.1203473&p

la listPa eNum=1


51/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Wayfinding Project

profile

3-Jun-13 globalnews.ca/edmonton National ON Website 35,000 ! ! ! Gord Steinke interviews

Tim Querengesser on

his Pedway Map 2.0

wayfinding project.

http://globalnews.ca/video/611772/wayfindin

g-project

MSE Wayfinding

Project - profile

3-Jun-13 Global News Hour (CITV) Edmonton AB Television Program 244,000 ! ! ! Gord Steinke interviews

Tim Querengesser on

his Pedway Map 2.0

wayfinding project.

Also appeared on

website at

http://globalnews.ca/v

ideo/611772/wayfindin

g-project

MSE Slow Flash

Mob - profile

28-May-13 The Wanderer Online Edmonton AB Blog 400 ! ! ! ! ! ! The Wanderer

interviews Amy Shostak,

the maker behind the

Slow Flash Mob.

http://www.thewander

eronline.com/2013/05/

28/edmontons-slow-

flash-mob-is-the-on-its-

way-make-sure-you-mix-

and-mingle-at-this-age-

friendly-event-the-

wanderer-online/

Interview with Amy

Shostak and Chris

LaBossiere

27-May-13 CHED-AM (630 CHED) Edmonton AB Radio Station 24,200 ! ! ! ! ! ! Amy Shostak and Chris

LaBossiere are

interviewed on the

Dave Rutherford Show.Make Jen's Day

profile

23-May-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! Erin Isfeld interviews

Jen Banks, the project

maker behind Make

Jen's Day, a kindness

project taking place inJuly.



015&binId=1.1203473&p

=


52/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

MSE Make Jen's

Day profile

23-May-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 158,700 ! ! ! ! ! Erin Isfeld interviews

Jen Banks, the project

maker behind Make

Jen's Day, a kindness

project taking place inJuly. After this

interview aired, Jen

reached her goal of

signing on 300

volunteers for her

project. Also appeared

on

edmonton.ctvnews.ca

website at



015&binId=1.1203473&p

On the Spot Pop-up

profile


Marisa Loewen, who

runs the Mercer

Collective and

organizes monthly pop-

up markets.



558&binId=1.1203473&p

la listPa eNum=1On the Spot Pop-up

profile

16-May-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! Erin Isfeld interviews

Marisa Loewen, who

runs the Mercer

Collective and

organizes monthly pop-

up markets. The

interview is also

available online at



558&binId=1.1203473&p

=Interview with Amy

Shostak and Todd

Babiak

15-May-13 Citytv.com/edmonton National CDN Website 50,000 ! ! ! ! ! ! Ryan Jesperson

interviews Todd Babiak

and Amy Shostak about

how Todd's

magpietown.com blog

evolved into an

initiative to address


reputation.

http://video.citytv.com

/video/detail/23786592

01001.000000/bt-

bloggers-week-make-

-


53/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Interview with Amy

Shostak and Todd

Babiak

15-May-13 7:20 AM Breakfast Television (CKEM) Edmonton AB Television Program 200,000 ! ! ! ! ! ! Ryan Jesperson

interviews Todd Babiak

and Amy Shostak about

how Todd's

magpietown.com blogevolved into an

initiative to address


reputation. Also found

online at



01001.000000/bt-

bloggers-week-make-

-Zoom in on Fun

profile


Ashley Huot from E4C,

the organization behind

the after school

program, Zoom in on

Fun, which gets kids

engaged in art projects

on the bus ride home.

The initiative has

resulted in a reduction

in bullying, and higher

attendance rates at

school.



375&binId=1.1203473&p

laylistPageNum=1

Zoom in on Fun

profile

10-May-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! Erin Isfeld interviews

Ashley Huot from E4C,

the organization behind

the after school

program, Zoom in on

Fun, which gets kids

engaged in art projectson the bus ride home.

The initiative has

resulted in a reduction

in bullying, and higher

attendance rates at

school. Also posted at



375&binId=1.1203473&p

laylistPageNum=1


54/59


Make Something

Edmonton

Clip Publish/


City/ Reach

Boundary

Prov/

RegionType Reach

Edition/

SchedulePositive

Balanced

Negative

Bonus/Demerit

Point

Company/Brand

Mention

Spokesperson

Quote

Prominencein

Publicationor

Broadcast

KeyMessage(s)

CalltoAction

Notes

Tree the Tony

profile

30-Apr-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! Erin Isfeld interviews

David Muddle, the

project maker behind

Tree the Tony. The

interview also appearsonline at



656&binId=1.1203473&p

=Tree the Tony

profile

30-Apr-13 5:25 pm CTV News (CFRN) Edmonton AB Television Program 358,700 ! ! ! ! ! Erin Isfeld interviews

David Muddle, the

project maker behind

Tree the Tony. The

interview also appears

online at



656&binId=1.1203473&p

la listPa eNum=1Mastermaq blog 2-Apr-13 Blog.mastermaq.ca National CDN Blog 1,000 ! ! ! ! Mack Male mentions

Make Something

Edmonton as one of thecity's successes cited by

the Mayor during his

State of the City

address.

http://blog.mastermaq

.ca/2013/04/02/recap-

2013-state-of-the-city-

Make Something

(Musical)

Edmonton

26-Mar-13 blogs.edmontonjournal.com National CDN Blog 1,000 ! ! ! ! Liz Nichols blogs about

Make Something

Edmonton at

http://blogs.edmontonj

ournal.com/2013/03/26

/make-something-

musical-edmonton/Interview with

Dana DiTomaso

25-Mar-13 6:35 AM CBC R1 Edmonton (CBX-AM) Edmonton AB Radio Station 20,600 ! ! ! ! ! ! Dana DiTomaso talks

about the MakeSomething Edmonton

initiative on her weekly

technology spot on

Edmonton AM.Make Something

Edmonton launch

inspires local idea

25-Mar-13 Thegatewayonline.ca National CDN Website 1,500 ! ! ! ! ! Ryan Stephens writes

about the launch of the

Make Something

Edmonton initiative.

http://thegatewayonlin

e.ca/article/view/mak

e_something_edmonton

_launch_inspires_local_

ideas


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Edmonton

Clip Publish/


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Edmonton on the

Make

25-Mar-13 blogs.edmontonjournal.com National CDN Blog 1,000 ! ! ! ! ! ! Fish Griwkowsky blogs

about Make Something

Edmonton at


ournal.com/2013/03/25/2o13-o3-25-edmonton-

on-the-make/

Thoughts Arising

From Make

Something

Edmonton

24-Mar-13 blogs.edmontonjournal.com National CDN Blog 1,000 ! ! ! ! Karen Unland writes


Edmonton.


ournal.com/2013/03/24

/thoughts-arising-from-

make-something-

edmonton/Make Something

Edmonton

23-Mar-13 Connect2edmonton.ca National CDN Website 5,000 ! ! Discussion post with

link to launch video.

http://www.connect2e

dmonton.ca/forum/sho

wthread.php?t=32772

Interview with AmyShostak

22-Mar-13 2:30 pm CHBN FM (91.7 The Bounce) Edmonton AB Radio Station 12,700 ! ! ! ! ! ! Dani Rohs interviewsAmy Shostak about

Make Something

Edmonton.Why Edmonton is

making a call to

action instead of

22-Mar-13 theglobeandmail.com National CDN Website 554,000 ! ! ! ! ! ! Josh Wingrove writes


Edmonton, in a Q&A

format interview with

Todd Babiak.

http://www.theglobean

dmail.com/news/nation

al/why-edmonton-is-

making-a-call-to-action-

instead-of-a-

slogan/article10152730

Why Edmonton is

making a call toaction instead of

22-Mar-13 The Globe and Mail (Prairie R Prairies CDN Daily 134,700 M-F ! ! ! ! ! Josh Wingrove writes

about Make SomethingEdmonton, in a Q&A

format interview with

Todd Babiak.Making

Edmontonians

Makers

21-Mar-13 CBC R1 Edmonton (CBX-AM) Edmonton AB Radio Station 12,600 ! ! ! ! ! ! Portia Clark interviews

Todd Babiak about Make

Something Edmonton

http://www.cbc.ca/con

tentconnector/audio-

preview.html?clipId=235

3628736&channel=radio


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Hey Edmonton,

what are you

making?

21-Mar-13 theunknownstudio.ca National CDN Website 10,000 ! ! ! ! Podcast with Lesley

Vaage, who's involved in

the Make Something

Edmonton project,

Gillian's Just Right.http://theunknownstud

io.ca/2013/03/hey-

edmonton-what-are-you-

-Recap: Make

Something

Edmonton launch

party

21-Mar-13 Blog.mastermaq.ca National CDN Blog 1,000 ! ! ! ! ! ! Mack Male reports on

the launch of Make

Something Edmonton


.ca/2013/03/21/recap-

make-something-

edmonton-launch-

part /Celebrating local

innovation with

the launch of Ma

20-Mar-13 Thegatewayonline.ca National CDN Website 1,500 ! ! ! ! ! ! Ryan Stephens writes

about the launch of

Make Something

Edmonton.

http://thegatewayonlin

e.ca/article/view/make_something_edmonton

Let's make

something,

Edmonton

18-Mar-13 edmontonsun.com National CDN Website 40,000 ! ! ! ! ! ! Linda Hoang writes

about the upcoming

launch of Make

Something Edmonton.

http://www.edmontons

un.com/2013/03/18/lin

dork-lets-make-

somethin -edmontonMake Something

Edmonton

8-Mar-13 6:16 AM Breakfast Television (CKEM) Edmonton AB Television Program 200,000 ! ! ! ! ! ! Ryan Jesperson

interviews Amy Shostak

and Chris LaBossiere

about the upcoming

launch of Make

Something Edmonton.

Item also appearedonline at



40001.000000/make-

something-edmonton/

Interview with Amy

Shostak and Chris

LaBossiere

6-Mar-13 Global News Hour (CITV) Edmonton AB Television Program 275,500 ! ! ! ! ! ! Gord Steinke interviews

Amy Shostak and Chris

LaBossiere about Make

Something Edmonton.

A city of champion

self-starters

6-Mar-13 Edmonton Journal Edmonton AB Daily 273,700 M-F ! ! ! ! ! ! ! Editorial on the Make

Something Edmonton

initiative, quoting Chris

LaBossiere, Amy

Shostak and Todd

Babiak.


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Notes

Task force focuses

on building

Edmonton's brand

5-Mar-13 Edmonton Journal Edmonton AB Daily 273,700 M-F ! ! ! ! ! ! Elise Stolte interview

Chris LaBossiere and

Amy Shostak about

Make Something

Edmonton.City wants your

ideas

5-Mar-13 edmontonsun.com National CDN Website 40,000 ! ! ! ! ! ! Marty Forbes interviews


Todd Babiak about the

Make Something

Edmonton initiative,

which seeks project

ideas from

Edmontonians.

http://www.edmontons

un.com/2013/03/05/cit

-wants- our-ideasCity wants your

ideas

5-Mar-13 The Edmonton Sun Edmonton AB Daily 158,200 M-F ! ! ! ! ! ! Marty Forbes interviews


Todd Babiak about the

Make Something

Edmonton initiative,

which seeks project

ideas fromEdmontonians.

What are you

making and how

can we help

5-Mar-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Linda Hoang interviews

Edmontonians about

Edmonton's image, and

the new Make

Something Edmonton

initiative with Todd

Babiak.


ws.ca/what-are-you-

making-and-how-can-

we-help-task-force-

works-to-build-

edmonton-s-brand-

1.1183142

What are you

making and how

can we help

5-Mar-13 CTV News (CFRN) Edmonton AB Television Program 379,000! ! ! ! ! ! Linda Hoang interviews

Edmontonians about its

image and discusses the

the Make Something

Edmonton initiative

with Todd Babiak.

Make Something

Edmonton

movement grows

5-Mar-13 edmonton.ctvnews.ca National CDN Website 14,000 ! ! ! ! ! ! Rob Williams interviews

Amy Shostak and Todd

Babiak about Make

Something Edmonton.



972&playlistId=1.11822

25&binId=1.837464&pla

ylistPageNum=1

T Q lit R ti


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Clip Publish/


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Notes

Make Something

Edmonton

movement grows

5-Mar-13 CTV Morning Live (CFRN) Edmonton AB Television Program 245,500 ! ! ! ! ! ! Rob Williams interviews

Amy Shostak and Todd

Babiak about Make

Something Edmonton.

Group looking for

the best ideas

5-Mar-13 Metronews.ca/edmonton National CDN Website 8,629 ! ! ! ! ! ! Lucy Haines writes


Edmonton task force.

http://metronews.ca/n

ews/edmonton/584235

/make-something-

edmonton-group-

looking-for-the-best-

ideas/Group looking for

the best ideas

5-Mar-13 Metro Edmonton Edmonton AB Daily 79,500 M-F ! ! ! ! ! ! Lucy Haines writes


Edmonton task force.

Article also appeared

online at

http://metronews.ca/n

ews/edmonton/584235

/make-something-

edmonton-group-

looking-for-the-best-

ideas/Interview with Amy

Shostak

4-Mar-13 CHED-AM (630 CHED) Edmonton AB Radio Station 8,700 ! ! ! ! ! Tricia Kindleman

interviews Amy Shostak


Edmonton.Make Something

Edmonton

4-Mar-13 Inews880.com National CDN Website 30,000 ! ! ! ! ! Tricia Kindleman writes


Edmonton, quoting task

force co-chair Amy

Shostak.

http://www.inews880.c

om/news/edmonton/st

or .aspx?ID=1903656Task force focuses

on building

Edmonton's brand

4-Mar-13 edmontonjournal.com National CDN Website 74,000 ! ! ! ! ! ! Elise Stolte interview


Amy Shostak aboutMake Something

Edmonton.

http://www.edmontonj

ournal.com/news/task+

force+focuses+building+

edmonton+brand/80480

Mastermaq blog -

Proudly waving the

Edmonton banne

19-Dec-12 Blog.mastermaq.ca National CDN Blog 1,000 ! ! ! ! ! ! Mack Male introduces

the notion of Make

Something Edmonton as

a plan to address

Edmonton's image.


.ca/2012/12/19/proudl

y-waving-the-make-

something-edmonton-

Report Totals: 9,011,829 70% 30% 0% 1% 96% 62% 78% 84% 88%

T Q lit R ti g


59/59


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Clip Publish/Air Date

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Publicationor

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Notes

Number of Stories: 81

Budget $80,000

Total Reach: 9,011,829

Cost per Contact: $0.009

MRP Quality Score 81.73%* Category is an additional feature available for selected media only.

MRP Data Provided Under the Authority of News Canada

MRP CPRS 2008.

make something edmonton final report

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