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Why Hyper-Local Community Advertising Works

  • Why Hyper-Local Community Advertising Works
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What’s different about community advertising in this digital age?

Authenticity and engagement, according to research. Community advertising can be a great way to cut through the digital noise, foster strong bonds with your audience, and become entrenched in the community.

It’s that sense of belonging that we all crave that keeps Canadian communities together. It’s in communities that cheer on sports teams, dine at our favourite neighbourhood pubs, and connect with shopkeepers. Throughout the pandemic, families everywhere made huge efforts to shop locally to keep their community businesses alive.

Smart companies are tapping into that community spirit and responding by giving back to the community through community advertising. You attract, engage, and retain customers locally, but also give back through knowledge, event sponsorship, donations, and advertising. Corporate Social Responsibility is at the forefront of many marketing strategies and follows the basic principle of “doing the right thing” while building a positive brand around their company.

Community advertising can be very powerful and rewarding for both the advertiser and target audiences. Nowhere is this truer than when it comes to local sports recreation centres, where a substantial portion of your advertising dollars are reinvested into the venues; for example, to help with operating expenses or support local games. This is positive social value, and a win-win for both the advertiser and the community.

Here are 5 ways community advertising can support your brand.

5 ways community advertising can help your brand

  1. Build authenticity and trust: In today’s digital world, customers are becoming more jaded and respond better to a more personal and emotional connection with the brands they value. Community advertising creates an authentic, direct channel for the community, cutting through the noise, strengthening your brand, and increasing the sense of loyalty and authenticity of your brand.Becoming embedded in a community can cultivate greater loyalty, which can lead to more user-generated content. With more trust and better communications, your company can showcase its authenticity—key criteria for millennial buyers.
  2. Increase your brand awareness: Community sports recreation centres and arenas are where it’s at when it comes to connecting with families on-the-go, regardless of the type of company or sector you’re operating in. Captive spectators in sports venues—think families bringing their children to practices and attending games, for example—can be exposed to your branding message for long periods of time, several times per week, translating to more brand recognition and awareness, in their own community.
  3. Reach new demographics: Local sports facilities attract the widest demographic of families with discretionary income. From children’s sports clubs and adult recreational teams to college-level teams, your local sports facility has a world of opportunity and exposure available to your business.You’re reaching your target audience where they spend their valuable recreation and leisure time. Local recreation centres and arenas deliver an exceptional opportunity to showcase your message to a broad demographic in community facilities that are loved and frequented by millions annually.
  1. Cut through the noise: In today’s digital world, customers can be drowned in digital ads. Out-of-Home (OOH) advertising complements and amplifies digital and traditional media, not least because OOH is seen as a more credible medium that boosts brand trust, according to industry experts. Local community advertising is a great complement to social media campaigns, leveraging their huge communities, where engagement can be fun, fast, and familiar.
  2. Capitalize on positive experiences: Community advertising offers you a chance to capitalize on existing positive experiences around community events like sports games, and people have been very excited about the return of sports events since the pandemic lockdowns. Aligning your brand to this energy build connections and offers brand recognition longevity with positive experiences.

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Are you ready to try out some local community advertising? Your customers probably are.

At Rec Media, we’re entrenched in the communities we serve, and we’d be happy to open the conversation with you about how to get started.

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GLENDA BROWN

Glenda is an account director with a background in sales and market research. Her passion lies in audience research and finding the best way to reach consumers. With Rec Media, that can be through large national campaigns focused on brand awareness, or local place-based media initiatives focused on regional sales. With over 15 years in the industry, she has partnered closely with a wide variety of clients, including: small non-profits, local government agencies, finance, insurance, retail, restaurant and auto service businesses. In her free time she loves to spend time outdoors, whether that is enjoying time at the beach or trail running on the North Shore.

KYLE HODGE

As the Sales Assistant and Marketing Coordinator, Kyle helps sales operations run smoothly and spearheads Rec Media’s marketing initiatives. Kyle works closely with the VP of Sales to streamline reporting, presentations, client experience and more!
Born and raised in Calgary, Kyle graduated with a BBA majoring in Marketing from the University of Regina. When not at work, you can find him coaching hockey, volunteering at the local film festival, or traveling.

LUIZ BARRETO

Luiz is originally from Brazil, where he obtained his Bachelor’s Degree in Accounting. When he is not crunching numbers at work, he loves to travel the world with his family and watch his favourite soccer team, Atletico Mineiro.


RENATA MCMANN

As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.

KAREN MECKELBORG

As a member of the leadership team, Karen helps set direction for Rec Media’s business development. Her background in business strategy, with expertise in sales and marketing, makes her contributions focused on the company’s brand integrity, customer relationships, client innovations, and partnership development.

Previous experience includes business development and sales/marketing management with a variety of companies, including CTV, RedPoint Media, and Canada Wide Media. She now runs a successful consulting practice and is proud to include Rec Media as a favorite.

Karen is happiest working with a team, guiding everyone toward the corporate vision. Her career and life journey has taken her from Saskatoon to Toronto, then Calgary, Vancouver, and now back in Calgary where she spends most of her time with her large, exuberant, very active, and extremely close circle of family and friends.

CHRISTOPHE LECOMTE

Christophe is a Financial and Operational Consultant/Entrepreneur who is skilled at navigating organizations through change, achieving increased efficiencies and bottom line results. Christophe is an engaging entrepreneurial team-builder combining strategic, analytical and creative approaches to solution development and implementation.

His specialties include mergers and acquisitions, financing, process reengineering, forecasting and budgeting, Management Practices, Communications, Performance Improvement, Strategic Planning, Change Management, Mentoring & Coaching Staff, Radio and TV Broadcast Media operations and Team building.

DAVID SEDGWICK

David Sedgwick is a managing director with Balmoral Wood Alternatives which designs, invests in and manages global alternative investment strategies.

David has an extensive background in capital deployment and management related to real estate, infrastructure, energy and non-correlated alternative asset categories, as well as general corporate finance expertise across a variety of mid-market manufacturing, services, real estate, energy and alternate asset industries.

David is actively interested in alternative investment opportunities for institutional grade investors.

AMANDA PLOUGHMAN

Amanda has extensive experience in both media strategy and broadcasting, with a solid track record of leading businesses and teams through complex environments. Amanda is skilled in Digital Strategy, Integrated Marketing, Advertising, and Business Development; and has held senior leadership roles in organizations such as Cossette, MediaCom and Shaw Communications.

She is a savvy industry veteran who intimately understands the needs of both advertisers and consumers.

STEFAN DANIS

Stéfan is Chief Talent Officer & CEO at Mandrake Human Capital which operates in the Search, Career Transition, Leadership Development, and Onboarding/Executive Acceleration.

Mandrake has recruited more than 10,000 executives in Canada and is one of the country’s largest firm in its sector. A graduate from McGill University, he started his career as a marketer at Procter & Gamble before joining Mandrake as a Consultant. He became Partner in 1991, and CEO in 1999. He is also is Executive Director of IMD, Mandrake’s 30 country strong global partnership.

Stéfan has led hundreds of executive engagements in Finance, Sales, HR, Marketing, Communications, and Strategy for various service, not-for-profit, and manufacturing companies.

He is an expert on the issues surrounding the changing face of human capital in today’s market, and a leader in creating and structuring competitive advantages for clients.

BRIAN TAMKE​

As Account Manager and Venue Partnerships, Brian consults directly with businesses to grow their brands and reach the communities they serve through our recreational facility network and advertising platforms. Additionally, Brian works with our venues to ensure the highest level of long-term success for both our clients and venue partners.

Originally from Saskatchewan, Brian has called Calgary home for over 30 years, most of which in the Calgary media landscape in radio broadcasting, print, OOH, and digital advertising.  Brian's knowledge of our venue audience and expertise in advertising platforms, campaign planning and brand development is a valuable resource for our clients.

Brian and his wife, Joy, have two teenage boys that keep them entertained.  When Brian's not working, you’ll still find him at the local rink enjoying his kid's hockey games, spending a weekend away camping or playing golf at the nearest golf course!

MIRZA GHALIB

As Retail Account Manager, Calgary & Area, Mirza helps brands connect with their local community in recreational facilities.

Mirza works hard to ensure that he fulfills his client’s key marketing communications ethos day in and day out.
Prior to immigrating to Canada, Mirza obtained an MBA in Marketing & Sales from Amity Business School and worked with companies throughout India, UAE and Mauritius, managing advertising campaigns at various levels across the OOH and traditional media domain.

When Mirza is not working, you’ll find him travelling the world with his wife, playing cricket, watching Lawn Tennis and sharpening his singing skills.

JEFF YOUNG

As the VP of Sales, National, Jeff oversees the Rec Media sales team and works directly with corporate and agency accounts to grow their brands strength and integrity in the community recreational facility landscape.  He’s passionate about helping businesses uniquely connect with local communities in over 5,000 facilities across Canada.

Jeff grew up on a farm in Southern Alberta, has an MBA from the University of Calgary, and has 20 years’ experience leading sales teams within the broadcasting, digital media, and software industries.

When Jeff’s not working, you’ll find him boating with his wife and three kids, working on his classic Mustang fastback or playing a tune on the piano.

TAYLOR GIBB

As the Accounting Clerk, Taylor’s responsibilities include collecting and posting accounts receivable invoices, verifying and processing accounts payable, as well as assisting in daily accounting operations.

Originally from Mountain View, Alberta – Taylor graduated from the University of Calgary with a Bachelors of Commerce majoring in Accounting. When she’s not working, you can find Taylor enjoying the outdoors with her husband, riding horses on her family ranch or curled up with a good book.

ALLIE PENTLAND

As Operations Team Lead, Allie is responsible for overseeing the execution of advertising campaigns by liaising with both the client and recreational facilities that the advertising is placed in.

Allie works hard to ensure that clients’ media requirements are accurately and timeously executed; while developing and maintaining key relationships with recreation facilities across Canada.

Allie was born and raised in Calgary and graduated from the University of Victoria with a major in Sociology and minor in Business. While in University, Allie studied abroad in Utrecht, The Netherlands. When she’s not working, you can find her on the Padel courts, watching movies, or traveling.


RENATA MCMANN

As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.


ASHLEY GRANT

As a Media Project Coordinator, Ashley works on liaising with clients and various recreation facilities to help businesses reach the communities they serve.

Ashley works hard to ensure that the client is completely satisfied with the end result and the advertisement looks exactly how they pictured.

Originally from Birmingham, England – Ashley has one year of experience in the media advertising industry.
When he’s not working, you’ll find Ashley working out, playing hockey or just about every other sport.


SYLVIE LAFAVE

As the Ski Advertising Sales Consultant for the Quebec region, Sylvie helps local businesses connect with desirable audiences in some of Canada’s most sought after ski resorts.

Originally from St-Sauveur, Quebec, Sylvie has spent many years on the ski hills (since she was 3 years old!) and knows her territory all too well. Her 20+ years in the sales and marketing field has enabled her to understand the specific needs for each of her clients.

When she is not working you will find her at the many sporting competitions (soccer, skiing and volleyball to name a few) her four children are involved in! She likes to ski, go for walks in the woods with her hubby and enjoys a delicious latte to kick start her day!


DIANNA CALDER FARNHOLTZ

As the Senior Account Manager for Calgary and the surrounding areas, Dianna’s primary objective is to help businesses reach and connect with desirable audiences in community sports and recreation environments.

Dianna works hard to ensure that she has an understanding of her client’s business needs in an effort to determine their best fit to fulfill their campaign marketing goals.

Originally from Edmonton, Alberta – Dianna has over 20 years of sales experience across a variety of industries.

When she’s not working, you’ll find Dianna traveling to tropical destinations and indulging in her favorite pastime, paddle boarding. She also loves to be creative, painting with acrylics or just relaxing with a good book and a nice glass of wine.


MARY K LALLY

As the VP of Sales, Eastern Canada, Mary K works with corporate advertising agencies and clients in Ontario, Quebec and Atlantic Canada. Having worked in the out-of-home advertising space for 20 years she understands the effectiveness of the medium and recognizes that Rec Media provides advertisers with a unique advantage to “give back” to communities!

Mary K is passionate about building relationships and developing partnerships within the industry. By promoting Rec Media’s community recreational network and providing corporate social responsibility solutions to marketers across Canada she is excited for what the future will bring.

Mary K is truly living the Rec Media story. She loves to ski with her family, play basketball in the driveway and spends the majority of her winter in hockey arenas across the GTA watching her son work towards his NHL dream!


JUDY BELL

As the Office Manager/EA, Judy provides administrative support to the CEO as well as the entire team. Judy juggles everything from people to pens; and uses her extensive experience and organizational skills help keep the Rec Media engine running! In addition to organizing meetings, training sessions and other team events; she assists the IT and Accounting Department with various daily tasks.

Judy’s experience and many years with the company enable her to effectively assist the team and ensure they have everything they need. Needless to say; she has become the natural go-to for her colleagues.

Originally from Prince Albert, Saskatchewan – Judy’s prior experience has primarily been in Retail Management.

When she’s not working, you’ll find Judy spending time with her family, attending live performances or creating her own fun!


TROY SEDGWICK

As President and CEO, Troy’s role touches on just about everything in the organization. A serial entrepreneur, he loves (much to the chagrin of his staff) to have his fingers in everything!

Thankfully, over the years he’s gotten much better at empowering and trusting the capable people on his team to do the job they were hired to do. He still manages to keep a pulse on and provide insight on all things marketing, sales, operations, IT and even accounting – just from a little farther distance than before. Troy works hard to ensure that his oversight and guidance resources and supports everyone in their role, without crossing over into the realms of micromanagement, nor abdication.

Originally born in La Belle Province (Montreal), and having spent several of his younger years in southwestern Ontario (Kitchener-Waterloo and Toronto), Troy now resides full-time in Calgary, with frequent trips between the Calgary head office and Rec Media’s offices in Vancouver, Toronto and Montreal. Troy has had the privilege of residing in all four of the great Canadian cities where our offices are located.

With almost 25 years’ experience in the marketing and advertising industry, Troy frequently jokes that he “started when he was 12”. But he loves the industry and wouldn’t rather be anywhere else.

When Troy is not working, you’ll find him out swimming or riding his bike, or just hanging out with his wife and 3 kids eating great food and drinking even better wine (hence the need for the biking and swimming!), and tackling the never ending list of amazing places to see and visit on this beautiful planet.