Promoting the introduction of NPA 579 in the 450 Area

Promoting the introduction of NPA 579 in the 450 Area
Final Report
September 2010
Communications Progress Report
This Progress Report is submitted to the Relief Planning Committee (RPC) and CRTC staff.
This report outlines the public relations activities that the Telecommunications Alliance (TA) has
undertaken to generate awareness for the introduction of the new area code 579 in the 450 area. Also
included in this report, are the reports submitted by individual members.
About the Telecommunications Alliance
The Telecommunications Alliance has been put in place to manage the introduction of the new area
codes in 613 and 450 areas. Members of the TA are: Bell (including Bell Mobility); Vidéotron; Rogers
Wireless; TELUS (including TELUS mobility); and all other carriers operating in the affected regions.
The Alliance is chaired by Bell and Vidéotron.
The role of co-chairs is to lead the Alliance initiatives and approve all communications on behalf of the
members.
Target Audiences
•
•
•
•
•
•
Businesses
Consumers
Media
Government (municipal, provincial, federal)
Consumer interest groups
Business interest groups
Communication Objectives
•
•
•
•
Generate awareness of the introduction of the new area code in 450 area.
Inform consumers and businesses
– Make them aware that any new telephone numbers may include the new area code
– Reassure them that there will be no changes in local dialing
– Make them aware that the prefix 1 is not required for local calls
– Limit negative perceptions and reactions to these changes.
Provide the Telecommunications Alliance members with consistent, core communication materials
to be used to generate awareness of new area codes.
Continue to lay the foundation for seamless addition of new NPA codes in the future.
Communication Strategies
TA implemented a multi-phased communications plan to address the required steps for a smooth
transition .
• The objective of phase one—Awareness campaign—was to raise awareness of the new area code
and that the prefix 1 is not required for local 10-digit dialing to, from, or within the new area code or
the current 450 area code.
Timeframe: September – December 2009
• The last phase- focused on ensuring residents and businesses are aware that a new area code will
start being used.
Timeframe: January – September 2010
Execution
PR PROGRAM
PHASE 1–AWARENESS CAMPAIGN
September- December 2009
•
•
•
Development of the Alliance web site: www.region450.com
Distribution of key messages and questions and answers document to the members of the Alliance
Media relations
– Writing and issue of news release via CNW
– Targeted distribution to business publications, regional media and web portals
•
Advertorial in the Journal Les Affaires
•
Information letter for associations in the 450 region
PR Program
Phase 2– Action incentive Campaign
January – September 2010
•
Media relations
– Writing and issue of news releases via CNW
– Targeted distribution to business publications, regional media and web portals
– Media monitoring (including regional weeklies)
•
Advertorial in the Journal Les Affaires
•
Information letter (drive-to-Web) for associations in the 450 region
COMMUNICATION ACTIVITIES
Telecommunications Alliance
Tactics
TA Web site
Key messages
Press release
Advertorial in Journal Les Affaires
Information letter to stakeholders
Press release
Advertorial in Journal Les Affaires
Reminder Information letter to stakeholders
Final Press Release
Date
2009
Week of September 21
September 28
September 29
November 26
November 27
2010
June 1
June 5
June 7
August 23
Bell Canada
Tactics
New area code page on bell.ca
Messages on the account to residential and business customers
Briefing to all 310-bell call centre frontline employees
Customers letters
SMS message to mobility customers
Bell Aliant (Télébec)
Tactics
New area code page on telebec.com
Messages on the account to residential and business customers
Vidéotron
Tactics
Messages on the account to residential and business customers
Briefing to all call centre frontline employees
Message on the Internet web site
TELUS
Tactics
Date
Letter to business customers located in the 450
region and surrounding areas (514 and 438 area
codes)
Letter to wholesalers
Bill insert sent out to all business customers in
Québec (wireline)
Bill insert sent out to all wholesalers (wireline)
Message on the account to business and residential
customers (wireless)
January 2010
January 2010
April 2010
April 2010
July, August and September 2010
ACTQ
Tactics
Date
Briefing to all service providers
April 12, 2010
Media Report
MEDIA COVERAGE -PHASE 1 (SEPTEMBER 2009)
Type of
media
Title of Media
City/Region
Print
Le Journal de Montréal
Montreal
Print
Presse Canadienne
Montreal
Lise Milette
Radio
CFAV-AM Laval
Laval
Radio
CHOM-FM Montreal
Montreal
Jean-Philippe
Denoncourt
Ted Bird
Radio
Montreal
Cat Spencer
Montreal
Joane Prince
Radio
CJFM (Virgin)
Montréal
CBF (SRC-R1)
Montréal
CHMP-Fm
Montreal
Radio
CBF Montréal
Montreal
Radio
Info 690 Montréal
Montreal
Radio
CFZZ (BOOM-FM)
Radio
CBF SRC-R1
St-Jean-SurRichelieu
Montreal
Radio
CKTF -FM
Montreal
Any
Guillemette
Marie-Andrée
Talbot
Valérie
Leboeuf
Marie-Pierre
Boucher
René HomierRoy
Carl Bernier
Radio
CJBR
Rimouski
Mario Aubé
Radio
CHAA-FM
Longueuil
Benoit
Livernoche
Television CFJP V Montréal
Montreal
Ève Couture
Television CFCF CTV Montréal
Montreal
Television CBC on line
Montreal
Todd Van Der
Heyden
PHILIP
DEMONT
Radio
Web
Canoë.com
Web
Argent
Name of
journalist
Date of
publication
Date of
interview
September
30
September
30
September
29
September
29
September
29
September
29
September
29
September
29
September
29
September
29
September
29
September
30
September
30
September
30
October 2
September
29
September
29
September
29
September
29
September
29
September
29
Web
La vie rurale
September
29
Web
Le Lézard.com
Web
Le courrier du sud
Web
www.985fm.ca
September
29
September
29
September
29
MEDIA COVERAGE -PHASE 2 (JUNE 2010)
Type of
media
Title of Media
City/Region
Name of
journalist
Print
Metro
Montréal
Print
24 heures
Montréal
MarieNoëlle
Gagné
JeanFrançois
Villeneuve
Print
Print
Print
Print
Print
Print
Print
Print
L’express
La voix des Mille-Îles
La Voix de l’Est
Le Soleil
Your Local Journal
Hebdo Rive-Nord
L’Express Montcalm
Le Courrier du Sud
Lanaudière
Laurentides
Granby
Québec
Hudson
Repentigny
Joliette
Longueuil
Print
LÉtoile
VaudreuilDorion
Radio
98,5 FM
Rock Détente
CBC radio
Montréal
Montréal
Montréal
Television Canal Argent
Montréal
Television Radio Canada ( téléjourmal)
Television CBC
Montréal
Montréal
June 1
Web
Web
Web
Web
Web
Web
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
June 1
June 1
June 1
June 1
June 1
June 1
Canoë.ca
www.journalmetro.com/.
lapresseaffaires.cyberpresse.ca/.
lcn.canoe.ca/lcn/infos/regional/..
www.ruefrontenac.com
www.985fm.ca
Date of
Date of
publication interview
June 1
June 1
June 2
Léo
Gagnon
Valérie
Tremblay
Sophie
Lemieux
June 8
June 1
June 2
June 3
June 5
June 9
June10
June 21
June 1
June 1
June 1
June 1
June 1
June 1
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
Web
Web
Web
www.rockdetente.com
www.lelezard.com/
argent.canoe.ca
canada.sejour-voyages
mediasud.ca
lejournaldequebec.canoe.ca
theglobeandmail.com
cbc.ca
cpam1610.com
maregion.ca
lexpress.to
M1035fm.com
Friendfeed.com
Publihebdo.com
circulairedequebec.com
circulairedecharlevoix.com
tvrs.ca
nouvelles.sympatico.ca
finance.sympatico.ca
lechodelaval.canoe.ca
lejournaldemontreal.canoe.ca
lcn.canoe.ca
vtele.ca
technaute.cyberpresse.ca
maregion.ca
mediasud.ca
canadianbusiness.com
mediacastermagazine.com
cp24.com
ca.news.yahoo.com
ca.news.finance.yahoo.com
montreal.ctv.ca
toronto.ctv.ca
cjad.com
610cktb.com
newstalk1010.com
thetyee.ca
news1130.com
metronews.ca/calgary
metronews.ca/edmonton
metronews.ca/ottawa
metronews.ca/toronto
metronews.ca/vancouver
am1150.ca
finance.alphatrade.com
start.shaw.ca
mysask.com
albertalocalnews.com
sasklifestyles.com
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Toronto
Montréal
Montréal
Beauce
Toronto
Montréal
Montréal
Longueuil
Québec
Montréal
Montréal
Montréal
Montréal
Toronto
Montréal
Toronto
Montréal
Calgary
Edmonton
Ottawa
Toronto
Vancouver
June 1
June 1
June 1
June 1
June 1
June 1
June1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
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
kbsradio.ca
penticton.ok.bc.ca
theglobeandmail.com
news.sympatico.ca
kelownadailycourier.ca
macleans.ca
am980.ca
y108.ca
mjtimes.sk.ca
montreal.virginradio.ca
news.ca.msn.com
money.ca.msn.com
theguardian.pe.ca
thespec.ca
brandonsun.com
kelowna.com
westkelowna.com
nbbusinessjournal.canadaeast.com
techno.branchez-vous.com
chamblymatin.com
news.singtao.ca
lecourrierdusud.canoe.ca
monteregieweb.com/MonSaintBruno
brandonsun.com
kelowna.com
westkelowna.com
nbbusinessjournal.canadaeast.com
techno.branchez-vous.com
chamblymatin.com
news.singtao.ca
lecourrierdusud.canoe.ca
monteregieweb.com/MonSaintBruno
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 1
June 2
June 2
June 2
June 2
June 7
June 11
Toronto
Montréal
Montréal
Chambly
Toronto
Longueuil
Saint-Bruno
Montréal
Chambly
Toronto
Longueuil
Saint-Bruno
MEDIA COVERAGE -PHASE 2 ( AUGUST 2010)
Type of
media
Title of Media
City/Region
Name of
journalist
Print
Print
Print
Le Soleil
24H Montréal
La Presse
Québec
Montréal
Print
Print
Le courrier du sud
L’écho du Nord
Montérégie
Rive Nord
August 25
August 25
Radio
Radio
Radio
985 fm
1035 FM
Rock détente
Montréal
Montréal
Montréal
August 21
August 23
August 23
Catherine
Handfield
Date of
Date of
publication interview
August 22
August 23
August 24
August 23
Radio
1033 FM
Montréal
August 24
Television
Television
Television
Television
Television
Global Montréal CKMI
TVA Québec – CFCM
TVA Ottawa – CHOT
TVA Sherbrooke – CHLT
TVA Rivière-du-Loup – CIMT
Montréal
Québec
Ottawa
Sherbrooke
Rivière du
Loup
Montréal
Chicoutimi
RouynNorenda
Québec
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
August 21
August 21
August 21
August 21
August 21
Montérégie
Montréal
Montréal
Québec
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Montréal
Montérégie
Montréal
Montréal
Montérégie
Acton
Montréal
Montréal
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
Television TVA Montréal – CFTM
Television TVA Chicoutimi – CJPM
Television TVA Rouyn-Noranda – CFEM
Television
Television
Television
Television
Television
Television
Television
SRC Québec - CBVT
RDI – SRC Nouvelles
RDI
V Télé
CTV -CFCF
Radio Canada
Canal Argent
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
mediasud.ca
journaldemontreal.canoe.ca
www.24hmontreal.canoe.ca
lejournaldequebec.canoe.ca
lcn.canoe.ca
www.fr.canoe.ca
www.vtele.ca
technet.amerquebec.net
radiocanada.ca
journalmetro.com
Qc.news.yahoo.com
actualités.ca.msn.com
Fr.aol.ca
chezmaya.com
villedecarignan.org
lesaffaires.com
lametropole.com
monteregieweb.com
Radio-acton.com
matin.branchez-vous.com
argent.canoe.ca
lesbuzz.com
combourse.com
farnham.enregion.ca
M1035fm.com
Montérégie
Montréal
August 21
August 21
August 21
August 21
August 21
August 21
August 21
August 22
August 23
August 2123
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
Web
umq.qc.ca
planete.qc.ca
oliq.net
lelezard.com
www.mediacastermagazine.com
www.broadcastermagazine.com
www.canadianbusiness.com
www.finance.alphatrade.com
abitemis.info
manchettes.ca
W5montréal.com
montrealgazette.com
Granby.enregion.ca
ameriquebec.net
sante.qc.ca
lechodunord.canoe.ca
www.fm1033.ca
farnham.enregion.ca
www.lecourrierdusud.canoe.ca
www.fr.kadabram.com
cyberpresse.ca
Montréal
Montréal
Montréal
Montréal
Granby
Montérégie
Montérégie
Montréal
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 23
August 24
August 24
August 24
August 24
August 2324