Final Progress Report from CATF

Promoting the introduction of new area code 873 in the
819 region in Québec
Consumer Awareness Task Force (TA)
Final Report
23 October 2012
Communications Progress Report
This report is submitted to the Relief Planning Committee (RPC) and CRTC staff.
This report outlines the public relations activities that the Telecommunications Alliance and individual
carriers have undertaken to generate awareness for the introduction of new area code 873 in the 819
region.
About the Telecommunications Alliance
The Telecommunications Alliance has been put in place to manage the introduction of new area code
873 in the 819 region in Québec. Contributing members of the TA are: Bell, Rogers, TELUS and
Vidéotron. The Alliance is chaired by Bell.
Target Audiences





Businesses
Consumers
Media
Government (municipal, provincial, federal)
Business interest groups
Communication Objectives



Generate awareness of the introduction of the new area code 873 in the 819 region.
Inform consumers and businesses
– Make them aware that any new telephone numbers may be associated with the new area
code
– Reassure them that there will be no changes in local dialing
– Limit negative perceptions and reactions to the introduction of new area code in the
region.
Continue to lay the foundation for seamless addition of new area codes in the future.
Communication Strategies Phase 2
The phase one—Awareness campaign—was to raise awareness of the introduction of new area code
873.
Timeframe: September 2011 – April 2012
The second phase –had the objective of ensuring that residents and businesses were aware that the new
area code 873 could start being used as of September 15, 2012.
Timeframe: May 2012 – Sept 2012
2
Execution
PHASE 1–AWARENESS CAMPAIGN
September- October 2011

Alliance web site: www.newareacodes.ca; www.indicatifsregionaux.ca

Media relations
– Writing of key messages and question and answer document
– Writing and issue of news release via CNW
– Targeted distribution to business publications, regional media and web portals (110)
– Media monitoring

Information letter to Governments officials
– Personalized letter distributed to Provincial and Federal elected officials and to
municipalities located in the targeted area. (207 )

Letter to Business associations and other Stakeholders
– Development of an information document posted on the TA website (media and association
section)
– Mailing list includes Chambers of Commerce and business associations (170)

Advertisement
– Print advertisement and web banner in 3 selected medias (Le Droit, Le Nouvelliste, La
Tribune).
– Date of publication: October 15, for the print ad; week of October 13, for the web banner.
Phase 2– Action incentive Campaign
May 2012 – September 2012

Media relations
–Writing and issue of news releases via CNW
–Targeted distribution to business magazines, regional media, web portals, etc.

Media monitoring (including regional weeklies) and analysis

Communications with government, stakeholders and business associations
–Reminder letter (drive-to-web).

Advertisement
– Print advertisement in 3 selected medias (Le Droit, Le Nouvelliste, La Tribune).
– Date of publication: September 13, 2012
3
Results
The Telecommunications Alliance communications campaign was successful in terms of providing
information and raising awareness about the introduction of the new area code.
The media coverage was excellent with more than 150 articles and broadcast throughout the campaign.
All major dailies and radio stations covered the story.
4
COMMUNICATION ACTIVITIES TIMELINE
Telecommunications Alliance
Phase 1 Awareness campaign: September – October 2011
Timeline
September 20, 2011
September 21, 2011
Tactics
Q&A Distributed to TA members
TA Web site
September 21, 2011
Information document posted on TA web
site
Press release
Information letter to Governments elected
Officials
Mailing to business associations
Print Advertisement
Web Banner
October 12, 2011
October 12, 2011
October 13, 2011
October 15, 2011
October 13-October 19, 2011
Phase 2– Action incentive Campaign: May 2012 – September 2012
Timeline
June 5, 2012
June 5, 2012
June 5, 2012
June 6-7, 2012
June 8-11, 2012
September 13, 2012
September 17, 2012
September 17-18, 2012
Tactics
Press release
Personalized mailing to Provincial and
Federal elected officials
Mailing to chambers of Commerce
Mailing to municipalities
Mailing to business associations
Print Advertisement
Press release
Reminder letter to Chamber of Commerce
(30), Business associations (124) and
Municipalities ( 160)
5
Carrier’s Individual report
Bell Canada (including Bell Aliant)
Tactics
Bell.ca section on new area
codes
Telebec.ca (section on new area
code)
Internal awareness campaign
Date
May, 2012
Target market
Business /Consumer markets
February 2012
Business /Consumer markets
May- June 2012
Email letter and business
website
Information message (SIM) on
bills
Information message (SIM) on
bills
May 2012
July 2012
Bell and Télébec Employees
(including frontline)
Bell Business and wholesale
customers
Bell Consumer markets wireline
and wireless
Télébec Customers
Tactics
Date
Target market
Internal briefing
2012
Customer based management
and call centre teams
Date
March 2012
May 2012
May 2012
September 2012
Target market
Business and wholesale customers
Wholesale customers in Quebec
Business customers In Québec
Mobility customers
Date
June 2012
Target market
Business and residential
customers
Business and residential
customers
June 2012
ROGERS
TELUS
Tactics
Personalized letter
Personalized letter
Bill insert
Bill message
VIDEOTRON
Tactics
Videotron.com (info on new
area code)
Bill message
6
MEDIA COVERAGE -PHASE 1- 2011
Type of
media
Title of Media
City/Region
Date of
publication
Print
Gazette
Montreal
Print
Print
Journal de Montréal
Écho de l’Abitibi
Montréal
Abitibi
September
22
October 13
Print
La Gatineau
Outaouais
October 17
Radio
Radio
Radio
97,3
Première Chaîne de Radio-Canada
Outaouais
October 13
October 16
Television
Television
Television
Television
Television
Television
Television
Television
TVA
LCN
V express
V express
V express
V express
V express
V express
Montréal
Montréal
Québec
Gatineau
Montréal
Sherbrooke
Rivière du Loup
Saguenay
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
Web
Web
Web
Web
Web
Web
Web
Web
Web
fr.canoe.ca
mobilesyrup.com
ca.finance.yahoo.com
mediacastermagazine.com
broadcastermagazine.com
tvanouvelles.ca
actionredaction.com
montreal.radionrj.ca
immigrer-auquebec.com/nouvellesDuCanada
ca.finance.yahoo.com
article.wn.com/
actionredaction.com/un-nouvel-indicatifregional-pour-la-region
finance.alphatrade.com/
tmcnet.com/
profectio.com/873
O973.com
Abitibi express.ca
Radio-Canada.ca
passionrock.com
nouvelles.sympatico.ca
fr-ca.actualites.yahoo.com
www.umq.qc.ca
www.lienmultimedia.com/
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Date of
interview
October
13
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
October 12
outaouais
October 12
October 12
October 12
October 13
October 13
October 13
October 13
October 13
October 13
October 13
October 13
7
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
www.lesnouvellesrss.com
www.lagatineau.com
www.lienmultimedia.com
actualites.ca.msn.com
lechoabitibien.canoe.ca
vivelequebec.info/telephonie-873
www.annuaire-inverse.net
www.sante.qc.ca
www.lelezard.com/sujet41-nouveaux
abitibiexpress.ca
Municipalité.lapatrie.qc.ca
lagatineau.com
infotechno.ca
October 13
October 13
October 13
October 13
October 13
October 13
October 13
October 13
October 13
October 16
October 17
October 17
October 17
MEDIA COVERAGE -PHASE 2- 2012
Type of
media
Title of Media
City/Region
Date of
publication
Type of
media
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Le Nouvelliste
La Tribune
Trois-Rivières
Sherbrooke
June 6
June 7
Abitibi Express
La Tribune
L’express
Le Nouvelliste
Le Devoir
Le Droit
Métro
Journal de Montréal
Sorel-Tracy Express
Le Courant
Abitibi
Sherbrooke
Drummondville
Sept 25
Sept 17
Sept 17
Sept 18
Sept 18
Sept 18
Sept 18
Sept 18
Sept 18
Sept 24
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Print
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
985 fm
cflx
Info 107
Radio-Canada
CKOI
97,3
CHEF-FM
104,9
RNC media
106,9
NRJ
Radio Canada ( nouvelles)
Radio Canada- radio magazine en direct
98,5 FM
Radio Astral
Radio astral
97,3
June 5
June 5
June 5
Sherbrooke
Victoriaville
Matagami
Pembroke
Rouyn
Mauricie
Val D’Or
Abitibi
Abitibi
Abitibi
Drummondville
Victoriaville
June 6
June 6
August 30
Sept 4
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 18
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
Radio
8
Television
TVA Salut Bonjour
Sept 17
Television
Web
Web
Web
Web
Web
Web
Web
fr-ca.finance.yahoo.com/
article.wn.com/.
www.lelezard.com/communiques.html
investing.businessweek.com
www.mediacastermagazine.com
www.broadcastermagazine.com/
www.985fm.ca/regional/nouvelles/nouvelindicatif-regional
Écho de La Tuque
www.lhebdodustmaurice.com
actionredaction.com
www.info07.com
www.journallarevue.com/
cflx.qc.ca/
www.lanouvelle.net
www.lhebojournal
hebdosregionaux
Hebo Mekinac Des Chenaux
lapresse.ca/nouvelliste
ckoi.com
www.monjeq.com
www.cartt.ca
www.o973.com
www.toute-la-telephonie.com
refletdulac
lapresse.ca/tribune
www.leprogres.net
soutien.videotron.com
lannonceur.ca
Abitibi express.ca
lapresse.ca/latribune
valdor.radionrj.ca
lelezard.com
Journalmetro.com
TVAnouvelles
fr-ca.finance.yahoo.com/
lapresse.ca
www.lesnouvellesrss.com/.
www.hebdosregionaux.ca/abitibi.
MSN sympatico
Huffington post qc
Radiocanada.ca
actionredaction.com
www.fm1047.ca/
www.985fm.ca/
www.silobreaker.com/
www985fm
journalexpress.ca
www.fm1069.ca
wwwfm1047.ca
June 5
June 5
June 5
June 5
June 5
June 5
June 5
Web
Web
Web
Web
Web
Web
Web
June 5
June 5
June 5
June 5
June 5
June 5
June 5
June 5
June 5
June 6
June 6
June 6
June 6
June 6
June 6
June 7
June7
June 7
June 8
June 20
June 18
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Sept 17
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Outaouais
La Tuque
Trois-Rivières
Victoriaville
Trois-Rivières
Abitibi
Victoriaville
Magog
Sherbrooke
Coaticook
Abitibi
Sherbrooke
Val D’Or
Abitibi
9
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
www.tv5.ca
letincelle.qc.ca
Fr.ca.actualites.yahoo.com
journaldequebec.com
ledevoir.com
www.o973.com/actualite
www.actusmedia.ca/
article.vn.com
mrcvalstfrancois
radiocanada/estrie
CARTT.ca
UMQ
www.ville.victoriaville.qc.ca/
infotechno.ca
webotheque.net
soutien.videotron.com
tipet.net
Victoriaville
Sept 17
Sept 17
Sept 17
Sept 17
Sept 18
Sept 18
Sept 18
Sept 18
Sept 18
Sept 18
Sept 17
Sept 18
Sept 19
Sept 19
Sept 19
Sept 19
Sept 23
10