Sheryl interviewing Damian from The Kettle Society 

Last week, CBC’s North by Northwest Radio Host, Sheryl MacKay visited The Kettle Society, a mental health not for profit, to report on the new Kettle Choir, a historic collaboration between Vancouver Opera and The Kettle.

The choir features the voices and stories of Kettle members who have personally experienced homelessness and/or mental illness. Sheryl sat down with a member from the Vancouver Opera, The Kettle, and Geof, a member of the choir and resident at Kettle on Burrard. Each of them shared their thoughts on the choir’s impact and what the program means to them. So far, they have noticed amazing transformations since they began singing together every Monday. Kettle members who were once shy and quiet, are now singing at the top of their lungs, and are more confident than ever before.

The choir is currently working towards Requiem for a Lost Girl, a raw, heartfelt chamber production, which is set to be performed next year at the Vancouver Opera Festival. Requiem for a Lost Girl tells the story of a young girl who lost her life to streets, and explores themes of poverty, mental illness, and addiction, subjects that Kettle members can intimately relate too.

Link to full interview here: http://www.cbc.ca/news/canada/british-columbia/programs/northbynorthwest/sunday-june-11-1.4155849

We are thrilled to be working with The Kettle on this project and will be attending The Kettle’s upcoming Making a Difference Evening on June 15, where the Kettle Choir will perform a special song. Show your support and buy a ticket to this inspiring event. Tickets can be purchased on Eventbrite: https://www.eventbrite.ca/e/the-kettle-making-a-difference-evening-tickets-33836205000

This week we’re delighted to welcome our new intern, Victoria Giddings. Victoria is a Marketing Communications student at BCIT and will be spending her 9-week practicum at Elettra.

In 2015, Victoria left Smithers, B.C., the small-town in which she grew up in to pursue a career in Public Relations. She has always loved the city of Vancouver, which is what brought her to the British Columbia Institute of Technology (BCIT). She is in her final semester at BCIT and is looking forward to starting a career in PR at Elettra Communications. Her time at BCIT has prepared her for the real-world, and she is so excited to bring innovative and fresh ideas into the workplace.

Before focusing on her career, Victoria worked many years in the restaurant industry and traveled extensively after high school graduation. Her passion for traveling has taken her to Europe, South East Asia, USA, and Australia. She enjoys experiencing new cultures, particularly through food, music and art. Understanding the world and what makes it tick is something that will continuously inspire Victoria to explore and communicate with people.

During her free time, Victoria can be found snowboarding in Whistler, exploring the city, or trying out the latest ethnic restaurants in Vancouver. 

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.

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.

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.

The Elettra team is over the moon to have been recognized by the International Association of Business Communicators (IABC) and to have been awarded a Silver Leaf Award of Excellence for Media Relations. What’s more, we were the only public relations agency in Vancouver to pick up a Silver Leaf award this year.

For a full list of the winners click here.

We received this accolade for our work on the opening of Mahony & Sons Stamps Landing restaurant, which opened last summer. 

It was a really fun project to work on and it was exciting to watch the various stages of the transformation of the former Monk McQueen’s.  The end result is a stunning location with a beautiful patio area, and thoughtful and authentically Irish input.  Not to mention a fabulous and extensive menu.  It was a pleasure telling the world about it!

We thank Mahony & Sons for bringing us on board and we wish all the other BC Silver Leaf winners “congratulations” on their achievement.

I think that warrants a celebratory glass of bubbly at Stamps Landing, don’t you?

Welcome to our ongoing series, “Two Minutes With”. We’re getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with Elettra Account Coordinator, Leanne Kedrosky.

​Favourite place to visit: My favourite place I have been is Positano, off the Amalfi Coast of Italy. It is incredibly beautiful and calm.

Favourite food: Banana milkshakes – what a treat.

Morning beverage of choice: Black coffee to kick my mornings up a notch.

Favourite social media site: Pinterest – there is so much inspiration! Whether it’s what to cook for dinner, new makeup tricks, or how to make a bookshelf from pipe (tried it, love it!).

If you didn’t work in PR, what would you choose to do: Ideally, I would be a pirate. Realistically, I would be a professional equestrian.

Natural talent you wish you had: I’ve always wished I could sing – you don’t want to hear my family sing Happy Birthday. We are the most out of tune bunch.

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

Thor! Ability to fly, manipulate weather, have super strength and agility, and be incredibly intelligent? Yes please! Plus, being friends with the rest of the Avengers would be a great time.

Part of the excitement of working in PR is all the different types of events we plan. For example, last Thursday we helped BCAA show their valued Members how rewarding membership can be – by giving away free ice cream! We set up a team at the Marble Slab in Langley to surprise and delight BCAA Members with fresh, made-in-house ice cream. All members had to do was show their BCAA card and enjoy. Customers also had the opportunity to take photos with props at our photo wall and listen to QMFM live on location.

If you are a BCAA Member, check out where you can save at over 100,000 partner locations worldwide including hotels, shoes, travel insurance, and more. See at bcaa.com/savings for more details.

Check out these pictures from the event:

This is the fourth post in our ongoing series, “Two Minutes With”. We’re getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with Elettra Managing Partner, Gwen Hardy.

Alma Mater:  UVic

Favourite restaurant or food: For dinner, Chambar. Specifically the Moules Congolaise. Possibly the only dish I have ordered there but it’s hard to deviate when you know you love something. For lunch, whenever I have time to walk a few extra blocks, I head to India Abroad on Hornby. Their vegetarian dishes are full of flavour, their naan is fresh, and they have a side salad with an inexplicably spicy yogurt sauce that just works. Heaven.

Morning beverage of choice: Typhoo tea to ease me into the day, followed by black coffee at work.

Favourite spot in Vancouver: On the water in Howe Sound.

Oxford comma: Yay or nay? Yay. The infographic featuring strippers, JFK, and Stalin pretty much sums it up for me. (Do a Google image search. You’ll get it.)

Best piece of career advice you have received? Contribute. In every meeting, on every conference call, and in every interaction make sure that you add value to the conversation.

What are you most proud of in your career? Striking out on our own and starting Elettra.

Why do you choose to live in Vancouver? The water. I love visiting other places, but I feel claustrophobic when I can’t get to a beach or get on a boat. Makes the mortgage payments worth it. Almost.

Which news story were you most captivated by in the past year? I would have to say the ongoing Federal election campaign. Unlike with a snap election call, fixed election dates mean that the electorate gets to take a good, long look at their candidates. Hopefully this will result in more substantive discussions around the issues.

Where would we typically find you on the weekend and what would you be doing? Chasing after my kids, aged two and four.

What is something you learned in the last week? That oysters boost your serotonin levels. Margaret Trudeau was the keynote speaker at the Kettle Society’s Making a Difference luncheon last week. She shared her personal story and talked about how important diet is in maintaining mental health.

One of the most common pieces of advice I received at the start of my career in public relations was to read - A LOT. Pick up everything and anything and pay attention to tone and voice. Then, continually practice your own writing. With this advice in mind, I picked up Margaret Trudeau’s new book - The Time of Your Life: Choosing a vibrant, joyful future. She will be in Vancouver May 21st to speak at The Kettle Society’sMaking a Difference Luncheon and I thought I would try to better understand her in advance of the event.

Given the intended audience of the book is women over 50, and I am in my early twenties, I was surprised how often I could relate to Trudeau’s words. The following are three of my favourite ideas from the book: 

1) “The cognitive unconscious cannot tell the difference between a physical threat and a threat to the ego.” Ever notice that whether we are hurt physically or mentally we exhibit the same symptoms? We become short of breath, our heart rate elevates, and we become nauseated. Next time your ego is taking a hit, try and keep your rational brain in control by remembering how your brain is deciphering this ‘threat.’

2) “Leave aging gracefully to out grandmothers, it’s time to age proactively.” What we do in our young lives affects how we feel as we age. Exercise and nutrition can be used as a preventative practice for disease and injury. Eating right and exercising regularly when you are young is an investment in your body and will help you dramatically as you age.

3) “The term mental health has become synonymous not with health, but with illness.” There is a great deal of sigma that surrounds the issue of brain health. People fear being labeled as mentally ill and this fear often hinders them from seeking help. The fear and stigma can create a bigger barrier to a satisfying life than the illness itself, in many cases. Trudeau will cover this and more mind opening matters during her keynote speech at Kettle’s Making a Difference Luncheon.

After reading Trudeau’s book, I am excited to listen to her speech on May 21st. Want a little inspiration in your life? Join us at the Four Seasons Hotel in Vancouver for insight into Trudeau’s struggle with overcoming a mental illness. Then after the event, have a copy of her latest book signed to take home and enjoy.

For tickets to Kettle’s Making a Difference Luncheon visit: http://www.thekettle.ca/2015-making-a-difference-luncheon/

Elettra Communications is excited to welcome our new intern, Jenny McKenzie, to the team! Jenny recently earned her post-graduate degree in public relations from Humber College. Prior to Humber, she received her bachelor’s honours degree in communications from Brock University.

While at Brock, Jenny completed a communications internship at Best Buy Canada Ltd. This position sparked her interest in PR, and encouraged her to pursue a career in it. Since then, Jenny has dedicated her time to building relevant knowledge and skills, inside and outside the classroom. 

In her spare time, Jenny is an avid sports fan and music buff. During her undergraduate degree, she was a committed member of the varsity volleyball team. Jenny has sought ways to pair these interests with PR, and her volunteer experiences range from sports PR to music conferences. Another passion of hers is travel, which led her to backpack across Australia in 2013.

Originally from B.C., Jenny is excited to return to her roots in Vancouver. She is always seeking new challenges, and loves the diversity of PR. After dedicating many years to education, she is eager to see how her skills transfer from the classroom to the workplace.

Welcome to the team Jenny!

I can’t believe how quickly time flies. It seems like just yesterday I started my internship here at Elettra Communications, yet somehow I’m already heading into my last week. Working with a range of clients in a variety of industries, I’ve been lucky enough to have some pretty great experiences in my short time here.

On my first day, I was able to help out with Harbour Centre’s Urban Grind. I got to meet thousands of Vancouverites that, through the power of PR, showed up to hike to the top of the Vancouver Lookout to enjoy some music, beers, and great city views. I also got insight into the back end of events like this by tracking the event’s success on a weekly basis and preparing a post-event report for the client. 

In addition to the Urban Grind, I was part of a team that celebrated all of the hardworking employees at YVR, promoting their new employee appreciation program: YVR Stars.

I got to spend a morning handing out coffee, tea, and cookies to YVR employees coming in to work, while telling them about the YVR Stars program.

On top of that, I was solely responsible for organizing the Chefs’ Showcase for this year’s Vancouver magazine Restaurant Awards. What does that mean? It means I got to spend a good portion of my days talking to the top chefs in Vancouver and inviting them to prepare some of their signature dishes to be presented to (and thoroughly enjoyed by) the over 900 guests at this year’s awards. This also means I got to work on a project that was 100% my own, from start to finish. That was a pretty good feeling.

Plus, I got to catch a glimpse of the event itself - a room full of Vancouver’s finest from the restaurant industry coming together to celebrate each other’s successes.

Aside from working on some pretty amazing events, my internship at Elettra has allowed me to put my writing skills to good use. One of the main reasons I’m in PR is because I love to write. Throughout my internship, my bosses recognized this passion and encouraged it by giving me opportunities to write blog posts, client articles, and social media content.

I would also like to acknowledge some of the extra perks of working at a PR agency - the proverbial cherry-on-top of my internship. Working on the Vancouver magazine Restaurant Awards meant I was able to visit some of Vancouver’s top restaurants before the crowds got to them. I also got to hand deliver mail to some pretty great food trucks; needless to say, some delicious lunches were had. Additionally, I was able to attend this year’s Boink Day hosted by Spring Advertising where I learned I could bouce on a pogo stick over 30 times for a good cause!

So there you have it, some first-hand insight into life as an intern. It’s been an incredible experience and I couldn’t have enjoyed it more. Of course, saving the best for last, I would like to thank all the ladies at Elettra for being so supportive and encouraging during my time here. I hope our paths cross again soon.

And now, I’m off to find a job!

Well, the results are in and we are closing the books on another year of organizing Vancouver magazine’s Restaurant Awards. By now people have likely heard that Ask for Luigi was the event’s big winner with four awards, Hawskworth won Best Upscale, Vikram Vij won Chef of the Year, and Tojo’s and Zest tied (yes tied!) for best Upscale Japanese. This year marked the 13th year that I have organized the event. Vancouver magazine is my longest running client and, my two lovely children aside, this event is my proverbial baby. Every year people tell me it was the ‘best ever’ and I wonder how we are going to make it better still.

I have to say that our team does an awesome job of organizing this event and we are focused on nailing every last detail. But what made Tuesday’s event so memorable were the emotional moments on stage that demonstrate the passion that those in the restaurant industry have for what they do.

We saw Premier Crew award winner Rose Nguyen give an impactful speech saying that it was the “great moment of her life”. We heard the son of the Amay’s House’s owners praising his parents for coming to Canada with $20 and building a successful business. We saw Vikram Vij get overwhelmed as he thanked his grandfather for getting him started in his career. And we were even treated to a spontaneous singing of Happy Birthday by our entire crowd to Bartender of the Year winner, Lauren Mote.

event production, PR, vancouver, PR agency, pr company

These are the moments that we can't control, but that we aim for as we plan the event. We pore over the results as soon as they come in from the accountant, agonizing about which awards we are going to present on stage. We ask ourselves which categories saw exciting movement from the previous year. Who will likely be most surprised? Who hasn’t had a chance to shine on stage in recent years?

It’s hard to say exactly what makes one event more successful than another, but moving beyond the tactical details and trying to connect with guests on an emotional level is key.

I would like to thank everyone whose talents contributed to an amazing event. The entire team at Van mag. Mark Philps for his stellar videos (here, here, and here). CBC’s Gloria Macarenko and Stephen Quinn who nailed the tone of the event perfectly. Our amazing host venue, the Sheraton Vancouver Wall Centre. And the guys at PSAV who pulled an all-nighter to set up the event. And last, but not least, the fabulous women that I work with at Elettra. You rock.