New Ads Communicate
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APEGGA's Communications Planning Committee and Enforcement Review Committee
have teamed up to raise awareness of the value and legal requirements
of professional licensure of engineers, geologists and geophysicists in
A print ad campaign, designed by Brown Communications, seeks to brand
the words professional engineer, geologist and geophysicist, and their
respective abbreviations. It also seeks to identify APEGGA as the professional
Association responsible for regulating the practice of these professions
Audiences targeted for this campaign primarily include individuals who
are not licensed, but are qualified to be licensed by APEGGA, and individuals
who are holding themselves out as practicing but are not qualified to
do so. Employers and users of professional services, business and opinion
leaders and the public are also being targeted.
Three ads are being created. They focus on the information technology
(IT) community and the geoscience community, and a third general ad is
geared toward students, existing practitioners and employers. The ads
will appear over the next three months in select Alberta-based business
publications, such as Alberta Venture and Oilweek, the CSEG Recorder and
CSPG Reservoir, alumni and campus publications aimed at new graduates
and post-secondary students, and computer/technology publications.
campaign will also include two new unique opportunities - elevator networks
and online advertising. The elevator component is relatively low-cost,
and targets the business community in Calgary's downtown core through
a network of elevator billboards in office complexes. A similar elevator
network is not currently available in Edmonton.
The online advertising component allows the Association to increases
its profile and brand the designations on websites heavily utilized by
individuals entering IT careers and people who are Web savvy. It consists
of aligning banner ads with search engines on sites such as Alberta.com
and AltaVistaCanada.com. Individuals using these sites to perform key
word searches with words such as "computer engineering" or "careers"
would automatically see an APEGGA banner touting the value of professional
registration above their search results.
Through this co-operative advertising effort, APEGGA hopes to clearly
establish the value of professional membership.