This plan calls for increased emphasis on cross-promotion. Opportunities exist across government. This example focuses on cheque inserts.
This is the calendar of the cheques issued by the Government of Canada to specific target groups over the course of a year. The target group is on the left (represented by the program).
The plan is to match key advertising campaigns, with target groups, using cross-promotion.
This coordinated approach is in line with the objective to spread out our initiatives over the course of the year, and to use internal direct marketing opportunities to improve our communications with specific audiences.
The insertions themselves are free. Departments only need to pay for the cost of printing the inserts (only a few cents per copy). The inserts can also be distributed at fairs and exhibitions, and at other service points across Canada.
Departments can use these inserts to promote an initiative, changes to a program, a new guide or a service and to direct clients to the three access choices 1 800 O-Canada, canada.gc.ca and Service Canada Access Centres.
This initiative requires good planning and partnership. Departments will be given further information on this vehicle should they wish to consider it. The actual plan will be coordinated through the GAC.