Our intern, Sara, played an integral role in organizing the ever-popular Chefs’ Showcase at this year’s Vancouver Magazine Restaurant Awards. Here she shares her takeaways on making it a success:

On April 13th, we helped Vancouver Magazine celebrate its 27th Annual Restaurant Awards. Hosts Gloria Macarenko and Stephan Quinn from CBC handed out nearly 50 awards ranging from Restaurant of the Year to Best Food Truck. A panel of 18 judges spent the past year preparing for this event, tasting more than 2,000 dishes all over Vancouver and BC, narrowing their list down to 150 restaurants in 48 categories.

Elettra Communications (and its principals) has been the producer behind the event for 14 years. Their work includes everything from organizing the event set up (alongside the Sheraton Wall Centre, the host venue), to getting key influencers within the community to participate.

The Chefs’ Showcase is an opportunity for all nominated restaurants to share their work with their peers and local influencers. During the first couple weeks of my internship at Elettra, I had the responsibility of planning and executing the Chefs’ Showcase. Before my internship at Elettra, I had never planned an event. I had help organized events but I had never executed one from start to finish.  Looking back at the event, there are a couple tips that everyone planning an event, either big or small, needs to know that make your job easier:

1. Details are huge

People say that the details really make an event. Once the big things are booked, the details have to be taken care of. This could be everything from double-checking that the sponsors have everything they need, to making sure the flower arrangements are exactly how the client envisioned them. Having the details thought out before the event ensures you deliver exactly what the client wanted and frees you from worrying about any unexpected hiccups.

Before I called a restaurant to ask them to participate, I found out a little bit about the restaurant. The simple things such as who their Chef and General Manager is and how long they have been open. Just having a quick browse around their website before calling helps to get a feel for the restaurant and how best to approach them.

2. Organization is key

You may have a vision as to what the event should look like, but without having a plan, it makes the vision hard to accomplish.  Being able to put together a plan of what the event will look like will make it easier to connect with different vendors and have contract and contact available to you. Having this information will make the weeks running up to the event is less chaotic, and if there are any issues, the information is right there to access.  

Starting with just an Excel spreadsheet listing the restaurants who were nominated, I had to craft a system to keep participating restaurants and their information organized. If I received an email or a phone call from a nominated restaurant, I would have to input it right away otherwise I knew it would just get lost or forgotten about. Having this information printed out made the registration of the showcase go more smoothly.

3. Be a problem solver

Things will never go exactly as you planned. If something comes up, being flexible will help you think on your feet and solve problems in a creative way.

With 36 different chefs (and restaurants) with over 46 dishes there will always be some issues. Despite requesting otherwise,  of the dishes arrived on site the same time which made matching up the dish with its label challenging. Having critical information printed out before hand allowed me to match the dishes to the information. If something didn’t match up properly, I got creative and figured out ways to match the dish to the restaurant.

A big thank-you to all of the participants in the 2016 Chefs’ Showcase at the Vancouver Magazine Restaurant Awards. You can check out all of the winners here. From having seen their work up close, I highly recommend you pay them a visit. 

Position: PR Account Associate

Elettra Communications (www.elettra.ca) has an immediate opening for dynamic, well-rounded PR Associate. We’re looking for the communications total package – someone with superior writing skills, media relations know-how, and social media savvy. And if you’re an events wizard, that goes a long way, too.

 The position is full-time, permanent.

RESPONSIBILITIES:

• Act as day-to-day contact for clients.
• Participate in the development of PR strategies.
• Handle tactical execution of PR campaigns from start to finish.
• Develop a variety of communications tools and content, including media materials, social media content, articles, web copy, speeches, and client correspondence.
• Build targeted media lists – local and national.
• Develop effective pitches and successfully generate media coverage for clients.
• Handle incoming media inquiries.
• Develop social media strategies and content.
• Develop messaging and provide guidance and coaching to spokespeople.
• Work with senior team members on issues management strategies and develop key messages.
• Handle event coordination responsibilities for client events.

REQUIREMENTS

• Bachelor’s degree in Communications, Business, Arts, Marketing, or Public Relations.
• A dynamic, energetic, and enthusiastic personality.
• Aptitude for BOTH creativity and organization.
• 1-3 years public relations experience.
• Exceptional writing skills. You must be a great writer who can develop compelling, sophisticated prose in a variety of styles.
• Previous media relations experience with a track record of successfully generating media coverage.
• High level of digital literacy, including facility with all major social media channels. Experience in social media management, content development, and monitoring.
• Exceptional media literacy and an unwavering thirst for knowledge of current events.
• A love for, and strong interest in, the city of Vancouver.
• Flexible with hours and able to respond to media inquiries / attend events outside the 9-5, Monday-Friday work week.
• Skill in photography, InDesign, and Adobe Illustrator considered and asset.
• PR agency experience is an asset.

 Applicants are asked to send their cover letter and resume to info@elettra.ca. The posting will remain open until the position is filled.

We are pleased to welcome our new intern, Sara MacIntosh, to the Elettra Communications team. Sara is a second year Marketing Communications student at the British Columbia Institute of Technology (BCIT). Throughout her two years at BCIT, she has strengthened her communications skills and developed her ability to create digital content

During her free time, Sara enjoys photography and writing and exploring the city to find new restaurants. She is very passionate about food and visually showcasing food.  When she isn’t with camera in hand, you can find her curled up on the couch with a good book or planning a new adventure.

Through her years at BCIT, Sara has become more interested in the communications industry and how event and digital marketing can help improve communications plans. These interests have led her to the joining the world of public relations in Vancouver. She will be joining us at Elettra for the next eight weeks working on everything PR. She can’t wait to put her BCIT knowledge to work in the industry setting.

Welcome to the team, Sara!

Elettra’s Leanne Kedrosky wrote the following post on why switching to a standing desk was right for her.

A month ago I switched to a standing desk for two reasons. One is that I have scoliosis, which is a back condition that makes it difficult to sit all day without pain. Second, sitting for a long period of time makes me feel lethargic and I wanted to evaluate if standing more would boost my energy. After purchasing the Oristand, a cardboard standing desk creating by Hootsuite founder Ryan Holmes, here is what I found:

1.    I really do have more energy! The 3 o’clock slump doesn’t crush my productivity like it used to. Instead, I can crush my work without feeling the need or a midday coffee and at the end of the day I feel ready to head to the gym or tackle the evening’s activities.  

2.    I feel better physically. I’ll admit, it takes some effort to keep good posture when standing all day, but it has made a big difference for my back. The soreness that used to show up in my back daily has pretty much disappeared.

After having such a positive experience to switching to a standing desk, I decided to do a little research to back up my claims. As it turns out, it has been argued on the TED stage that sitting is considered the new smoking because it can be so bad for your body in the long term. I’m extremely happy with the results from my little energy experiment this month and will continue to stand up for standing desks moving forward.

A celebratory event is a great way to show your employees how much you value them.  It’s also an investment in engagement and culture building, so it makes sense to spend your resources (including time and budget) wisely by making thoughtful event planning decisions.

Elettra recently worked with the Vancouver Airport Authority to produce just such an event. The first annual YVR Stars celebration was a cocktail party and awards show to honour the airport workers and volunteers who go above and beyond for customers. The event was a great success and inspired us to offer insight into how smart decision-making can lead to a top-notch corporate event. Here are four tips to take your appreciation event from ho-hum to stellar:

1)   Let your guests be your guide.

Start your event planning by mapping out everything you know about your guests. From this, create a guest profile to guide the planning process. Check your all decision against that profile. This includes everything from your venue location (is it convenient and easy for your guests to get to?), to the food and beverages you’ll serve (have you considered a variety of dietary needs?).

At YVR Stars, the nature our guest list – which included shift workers, 9-5 office workers, and volunteers – shaped the event. We chose a time that made sense for all workers and ensured it was drop-in style so that shift workers could stop by on a break. We even created plan for getting the invitation to guests who don’t work at a desk and therefore might not be able to receive an invitation via company email.

2)   Set the mood.

Have you ever been to an event that was billed as a celebration, but somehow just felt flat? Well, the truth is, mood doesn’t create itself.

Oftentimes lighting gets overlooked or even cut out entirely due to budget, but it really is critical for setting the tone. House lighting will never deliver on a party atmosphere, but proper lighting design adds drama, sparkle, and even the opportunity to brand the event through use of coloured lighting.

You might not think about the connection between food and mood, but have you ever been standing at an event for 30 minutes before a server finally appears with a tray, but then can’t even make it ten steps from back-of-house before his/her tray is empty? A hungry guest is one that doesn’t feel valued. When planning an occasion, collaboration with your caterer doesn’t stop at selecting a menu. Work with them to ensure that the food is tasty (you can even ask to do an advanced tasting), plentiful, and ready to go the moment your first guest walks through the door.

Of course setting the mood doesn’t stop there.  Décor and entertainment are also important. Don’t just hire a DJ, actually work with her/him to develop a playlist that suits your guest profile. For YVR Stars we injected some fun with a Tap Snap photo booth. Décor-wise, you can see from the photos what some colour can do.

3)   Say it out loud.

Though treating your guests to food and drink is a great start, showing your appreciation is about saying it out loud. In the case of YVR Stars we accomplished this through an awards show presentation. The program provided an opportunity to share and celebrate the stories of workers who went to great lengths in the name of customer care. This was backed up with a thoughtful gift in recognition of their efforts. We also spread the love around the room, incorporating reflections on everyone’s efforts and gave away many stellar door prizes that were a fit for our guest profile.

4)   Bring in the experts.

Creating a successful event is not about ticking off a to-do list. It takes strategic vision, technical know-how, strong supplier relationships, and, most importantly, time. If your company could benefit from this assistance, then it’s a good idea to call in an expert. Look for an experienced event planner, someone who views challenges as an opportunity for creativity. A good planner will act as your partner, providing smart counsel and making sure every last detail is considered. Together you’ll make event magic happen.

Elettra Communications has a combined 35 years' experience creating successful events of all shapes and sizes. We've done it all, from award shows and galas, to fashion shows, launches, and corporate celebrations. Our services include:

• Event feasibility studies and budgeting
• Venue selection
• Event planning and execution
• Collateral production
• Show scripting and direction
• Entertainment programming

Contact us for a complimentary one-hour brainstorming session at info@elettra.ca.

Volunteer Opportunity – Event Coordination

Event:         Vancouver magazine Restaurant Awards

Date/Time:  Wednesday, April 13 10:30am – 6pm (required)                             

Elettra Communications is looking for student volunteers to assist with Vancouver’s premier restaurant industry event. This opportunity will appeal to students who have an interest in public relations, publishing, marketing, or event management.

Now in its 27th year, the Vancouver magazine’s Restaurant Awards event is the biggest of its kind in North America. Nineteen of the city’s top food critics form the judging panel and vote on the best dining experience in more than 40 categories. The event includes a reception and awards show. The annual extravaganza welcomes more than 900 restaurateurs, chefs, sommeliers, suppliers, and food and wine critics.

Elettra Communications is the producer of Vancouver magazine’s Restaurant Awards. Elettra is a public relations firm that specializes in event management, media relations, and marketing communications. www.elettra.ca

Duties:

Volunteers will assist with a range of activities including:

·       Event set up

·       Guest check-in

·       Awards presenting/backstage coordination

·       Coat check

·       Event wrap-up

Benefit to you:

·       Event coordination experience

·       Exposure to the behind-the-scenes workings of a large event

·       Opportunity to build contacts in the PR, marketing, and publishing industries

·       Lunch will be provided

How to apply:

If you would like to volunteer for this opportunity, please contact leanne@elettra.ca

In your email please provide a brief introduction of yourself, and include a description of your current course of study, why you are interested in this position, and your contact information.

Carter Hales Design Lab has joined forces with Hong Kong-based Distinguished Den Distribution Ltd. to create the identity and packaging for Four Fox Saké, a new entry into the saké market.  The premium beverage is poised to transform the perception of the traditional Japanese rice wine from staid to upscale and hip.

Distinguished Den tasked Vancouver-based Carter Hales with delivering a brand that honours Japanese saké tradition, but appeals to trendsetting, upwardly mobile consumers with a penchant for premium products and high-end nightlife experiences. The brand was recently unveiled in Hong Kong and can now be found in some of the city’s most fashionable clubs, bars, and restaurants. 

Carter Hales handled all the branding aspects including the visual identity (logo and associated elements), website (fourfoxsake.com), print and digital collateral, and custom bottle design. 

“Our task was to bring saké into the 21st century to a high-end clientele. The packaging needed to honour the ancient traditions, but turn heads in a nightclub setting,” says Sean Carter, Director of Design at Carter Hales Design Lab.  “Another challenge is that saké only has a one-year shelf life, which is exacerbated by ultraviolet light, so it is important that the design protect the saké. The result is a bottle which gives a nod to tradition, but exudes modern cool: a two-piece construction, with an LED light that illuminates the bottle in the darkness of a nightclub.”

For inspiration, Carter Hales looked to Japanese mythology and the figure of Inari Okami, the ancient God of rice, saké, swordsmiths, and foxes. Legend has it the fox spirits of Inari were entrusted to guard the Torii gates, only allowing the purest of spirits to pass. Four Fox Saké represents this purity and perfection. The crest on the bottle features four foxes guarding the Torii gate with snowfall overhead and rice fields at their feet. The Samurai swords, elegantly embossed in the profile of the bottle, pay homage to the ancient swordsmiths to whom Inari was god. The chrome finish, combined with the wooden cap, produces a modern take on an ancient classic.

“We gave Carter Hales a difficult assignment – creating an aspirational brand within a category in need of revival,” says Neil Hosie, Co-Founder, Distinguished Den Distribution Ltd.  “To say that Carter Hales crushed this project would be something of an understatement. They listened intently to what we wanted to achieve and delivered us something so unique and beautiful that it was beyond our wildest expectations.”

Made in Niigata, Four Fox Saké is brewed according to centuries-old methods. Using Niigata’s pure, melted snow and highly-milled Gohyakumangoku rice, it is classified as Junmai Daiginjo – the highest grade of saké available.

Recent years have seen increased international interest in saké amongst discerning consumers seeking a sophisticated alternative to champagne, vodka and scotch. Exports of saké from Japan have more than doubled since 2001[1] with worldwide exports reaching record-breaking levels in 2014[2].

Four Fox Saké is currently available in select Hong Kong nightclubs, restaurants and specialty liquor retailers.  It will be launched in nightclubs in London and New York later this year.

About Carter Hales Design Lab

Carter Hales Design Lab is a multi award-winning branding, graphic design, and digital firm. Based in Vancouver, Canada, the studio is headed by noted Vancouver designer Sean Carter and agency account veteran Ross Hales. Carter Hales helps businesses and organizations thrive through inspired design. Clients include YVR, TransLink, The City of Vancouver, The Wickaninnish Inn, BC Place, Vancouver Convention Centre and ScotiaMcLeod.

Website: http://carterhales.com

Twitter: @CarterHalesLab

Facebook: Carter Hales Design Lab Inc

Instagram: carterhalesdesign

###

For media inquiries, please contact:

Lorna Allen - Elettra Communications                                   

O: 604.738.3870 

C: 778.858.8805                                      

lorna@elettra.ca                                               

[1] http://www.straitstimes.com/lifestyle/food/rice-wine-makers-hope-to-promote-sake-overseas

[2] http://asia.nikkei.com/Politics-Economy/Economy/Japanese-sake-exports-reach-new-record-high

Next up in our book club is Steven Fink’s Crisis Communications: The Definitive Guide to Managing The Message - a follow up to Crisis Management: Planning for the Inevitable. 

Fink is well positioned to be an authority on the subject of crisis management and crisis communications having dealt with more than his fair share of difficult situations on behalf of clients.  He has provided counsel for some of the world's most prestigious companies in crisis management and crisis communications, strategic public relations, corporate communications, and high level, confidential issues relating to economic espionage.

Whereas Crisis Management deals primarily with the reality of the unfolding crisis and how to manage it, Crisis Communications focuses on the perception of the event and, most especially, the perception of how it is being managed.

The book doesn’t make any groundbreaking revelations on the dos and don’ts of developing a crisis communications strategy, however, what makes it an entertaining and enjoyable read are the real life examples of well known companies who have hit the mark in their crisis communications…or missed it completely.

The book contains detailed analysis of recent high profile catastrophes such as the BP oil spill in the Gulf of Mexico, the crisis at Pennsylvania State University in 2011, and the unintended acceleration glitch that rocked Toyota in 2010.  Fink uses these examples to reinforce the importance of being prepared and having a carefully thought out crisis communications strategy in place.  These case studies also highlight many examples of what not to do should your company find itself at the centre of media circus.

Here are a couple of key takeaways from the book….and if you’d like to know more about crisis communications for your organization then please give us a shout!

Perception always trumps reality

Throughout the book Fink comes back to this one single point.  It doesn’t matter if your company has not done anything wrong, if it is perceived otherwise in the court of public opinion, then that perception is what people will remember. And that perception may ultimately affect your business and the value of your brand.

If a crisis is being managed well, the goal of effective crisis management is to form the public’s perception to match the reality. In the end, crisis communications, or the lack thereof, is all the public remembers.

“Remember: even if you know you’re right, if the perception is that you’re wrong, you ARE wrong.  Or, at least, you’re wrong in the eyes and minds of those who matter.”

Reservoirs of good will

Things are chaotic enough during a crisis that you need every advantage you can muster.  It is therefore a good idea to take stock of how your company is perceived on a normal day.  Are you considered trustworthy?  Are you communicative with your publics?  If there is something you need to address then do it now. 

It is important that your publics think good things about you before crisis hits.  This is what Fink calls “reservoirs of goodwill”. 

“Part of your proactive crisis management and crisis communications strategies should be to measure the depth of your goodwill reservoir and see what you can do to increase it.  The more goodwill you have in the bank or reservoir, the more your public will tend to trust you and believe you when your crisis hits, and the more you can draw on it to tide you over.”

The Elettra team toasting our IABC Silver Lead Award of Excellence for Media Relations.

Wishing all our clients, suppliers, and friends a jolly holiday season!

Elettra is available over the holidays. If you need to reach us, email us at info@elettra.ca.

And if we don't see you before then, we wish you all the very best for 2016.

Today in our ongoing series, “Two Minutes With”, we're talking to Elettra Account Manager Lorna Allen.  

Favourite quote:

I love inspirational and witty quotes so it’s hard for me to pick just one. But here are two I like and think of often.

Mark Twain: A person who won’t read has no advantage over one who can’t.

Anais Nin: Life shrinks or expands in proportion to one’s courage.

Somebody wise also once told me to remember to "be the you that you know you are" which I always try to remember.

Favourite place to visit:

Top of my list is the South of France especially the Cote D’Azur. I used to go to Cannes and Antibes every spring when I lived in Europe and I thoroughly enjoyed the food, the Kir Royals, and the beautiful coastal scenery.

I also have a very special place in my heart for Hong Kong.  Truly the most colourful and vibrant city I have ever had the pleasure of visiting.  It has it all: beautiful beaches, world class shopping, the world’s cheapest Michelin-starred restaurant, and that iconic cityscape. 

Favourite author:

Daniel Woodrell – the novelist who penned Winter’s Bone, Tomato Red, Give Us a Kiss and many more. I really enjoy his “country noir” style and think he is very underrated.

Oxford comma: Yay or nay?

I’m an Oxford comma convert.  But only since moving to Canada.  My English teacher did not believe in it and my punctuation habits were deeply ingrained.  My colleagues at Elettra have made me see the light on this one though and I think it definitely clarifies meaning when listing things.

If you didn’t work in PR, what would you choose to do?

I would be a full time film journalist.  I dabbled in this field when I lived back in the UK and the highlight of my year was attending film festivals, working red carpets and interviewing actors and directors.

Why do you choose to live in Vancouver?

I fell in love with Vancouver back in 1999 when I lived here on a temporary working visa. It is such a beautiful city and I love how accessible everything is.  I made up my mind to come back and live here again and 14 years later I finally did just that.

What’s the #1 most played song on your iPod?

I go through phases.  At the moment it is probably either Hello by Adele or Fairytale of New York by The Pogues.  It is nearly Christmas after all!

Fun fact about you:

I once had drinks with George Clooney and Brad Pitt in Venice

If you could witness any event past, present or future, what would it be?

It would be to go back in time and be present when Martin Luther King delivered his “I Have a Dream” speech at the Lincoln Memorial. His words have inspired so many people over the years and I think it would have been incredible to have been present to hear and witness it first hand.

If you could be any fictional character, who would you choose?

Hmm…my love of cinema brings a lot of people to mind.  But sadly my favourite film characters don’t always meet the most pleasant of ends.  For that reason, I think Elizabeth Bennett from Pride and Prejudice would be preferable. However, my friends would probably say I’m more like Bridget Jones (in fact they have done so...many times).

Harbour Centre is one of the most iconic towers in the Vancouver skyline, and never is it more radiant that at Christmastime when the top is decked with festive red lights. It's a downtown holiday tradition that's spanned more than 30 years.

Yesterday, the Elettra team took Vancouver Sun up to the very top of the tower to see the hanging of the lights. It's a massive job for the Harbour Centre crew. They fearlessly hang 1,100 lights 200 metres above the city streets. Be sure to enjoy their hard work by looking up when you're walking around downtown this holiday season.

Media professionals and public relations / communications practitioners enjoy a symbiotic relationship.  It’s important to know what types of stories appeal to specific outlets and reporters and how they like these stories to be pitched.

Lorna Allen from our team recently took over responsibility for supplying journalist profiles on the CPRS Vancouver website. Her first subject was Tim Renshaw, managing editor at Business in Vancouver.

Check out the article here.

Finders & Keepers: How the world’s most powerful consumer is changing everything

This winter we’re cozying up with a few books. And if they’re good reads, we’re going to tell you about them. We're starting with Finders & Keepers, by Spring Advertising Creative Director, Rob Schlyecher.

In Finders & Keepers, Schlyecher tells us that the demographic information - age, gender, education, etc. - that marketers have long relied on to make decisions actually reveals very little about how consumers spend money. Demographic info comes up short because it does nothing to explain how a consumer feels.

There is a better way, according to the author, to understand consumers' purchasing decisions. Based on extensive research done in Australia the findings of which were tested in real estate market in the US, Schlyecher identifies two groups called, not surprisingly, Finder and Keepers. (There are actually three if you count the Finder’s upstart cousin, the Evolving Finder).

Finders value discovery and the time spent in, well, finding. When it comes to a product or company, they like information - they want to know about the provenance of a product and the story of how it was crafted. They value design, innovation, and authenticity. They love sharing the story of their discovery. Price is only a piece of information for the Finder, it’s not the deciding factor for their purchase. And in fact, they may be downright distrustful of a discount.

Keepers, in contrast, are very price sensitive. They like a deal, but they don’t want to spend a lot of time getting it. They value brand highly, especially as it relates to status and established trust in the product they know. They are not particularly adventurous.

How does this work in practice? As just one of many examples, Schlyecher suggests a true Finder who is a chocolate lover would make the extra effort to visit the Thomas Haas Patisserie (a bastion of authenticity and craftsmanship if ever there was one) in an out-of-the-way industrial park tucked behind an automall in North Vancouver. We suppose a Keeper with a chocolate craving would probably be pretty happy picking up whatever's on sale in the grocery aisle.

Schlyecher argues that, for several reasons including Finders not being price sensitive, companies that appeal to Finders can be recession proof. But for those companies going after Keepers based on pricing tactics, it’s ultimately a death spiral (the book offers up the poignant example of Circuit City) - that is, unless you’re Walmart, of course.

Granted, this is a massive oversimplification of Schlyecher’s thesis, but for the in-depth goods on Finders & Keepers (and how it could apply to your own company), we suggest you pick up a copy of the book. It’s a great read.

As a public relations agency,  the concept of Finders and Keepers bears thinking about. After all, PR is all about telling a story. And it works best when that story is about innovation, quality, service, and experience. In fact, PR is downright ineffectual if it’s trying to tell a lowest price story.  It would seem that PR is made for Finder companies. We’ll certainly be giving the Finders and Keepers philosophy considered thought in the future.