Being Customer Centric: An Introduction to Personas

Understanding your target market is one of the first steps in crafting a successful marketing strategy. Equally important is seeing the problem you’re solving through the consumer’s eyes rather than your own. However, the typical socio-demographic information used to describe a target market is not enough to gain insight into their lives and how your…

Integrated Planning

Donald Draper had it easy. It used to be that you’d produce a TV spot, spin out a few print ads, buy some media and be done with it. Today, planning is exponentially more complicated, requiring marketing strategists to be Jacks (or Jills) of all trades. It’s all about integrated planning and medium independent ideas….

The Medium Independent Idea

Below is one of the best explanations I’ve found of the types, or perhaps progression of integrated campaigns. Central to the explanation is the concept of a medium independent idea. This type of idea comes from one cultural insight that is executed differently across various mediums. The pages above are an excerpt from the ebook…

Behavioural Economics and Energy Efficiency

While energy generation and markets continue to evolve quickly, efficiency will remain an important part of providing reliable and least cost energy to customers. However, customers can show persistent resistance to energy efficiency, even when it is in their personal best interest. Behavioural economics has become a bit of a hot topic when it comes…

Debunking the Millennial Myth

This report by LoyaltyOne demonstrates the substantial differences within this demographic cohort and illustrates how data can support behavioural segmentation with greater effectiveness that simple demographic audience groupings.

takeCHARGE ScallyWags

takeCHARGE is Newfoundland and Labrador’s energy efficiency program. takeCHARGE combines the expertise and customer reach of Newfoundland and Labrador’s two electricity utilities: Newfoundland Power and Newfoundland and Labrador Hydro. They work together to bring energy efficiency awareness and rebate programs to the province. m5 works with takeCHARGE as their agency of record. For the new…

Discovery Centre. Stay Curious.

  We’re all born with an innate sense of curiosity and a desire to understand the world around us. But somehow many of us lose that spark. Life gets in the way. Our routine, our responsibilities. That’s why places like the Discovery Centre are so important. To help us rediscover our curiosity and inspire the…

Social enterprise — it’s just smart money.

Originally published as a Letter to the Editor in The Telegram. Creating a better future requires smart investments today. But that can be difficult when government, organizations and individuals are struggling to pay the bills. The demand for Choices for Youth’s services has increased by 70 per cent over the last four years, and that…

m5 & Our Innovative Clients

Over the past few years, m5 has worked with a number of NL based companies creating innovative, knowledge-based products for export markets. We’re proud of the small role we played in the continued success of these homegrown companies. Below are a series of corporate videos developed with our sister company Wavelight Productions showcasing the positioning…

Some advice for new grads.

In the 10 years since I graduated the Commerce program at MUN I’ve learned a lot the hard way. Here’s what I would have told myself if only I knew. Design your life, or someone else will. Seriously. Sit down and make a plan on paper. If it pivots 100 times that’s fine. At least…

The Provincial Ferry System

The future of NL’s communities serviced by ferries is a political minefield. Depending on your viewpoint, the geographic dispersion represented by these communities is our curse, or our defining and cherished characteristic. Discussion on the topic often devolves into caricatures of townie versus baymen, our future and our past. On one side is the hypocrisy of one…

So we’re $8 billion in debt? What’s a proud NLer to do?

All of the dialogue of late has been around what the government can do to address the $2-billion deficit and mounting debt. And rightfully so, as it’s government who controls the coffers, and their spending has risen almost 50% in the last ten years. But at the same time there are also parallel economic issues…