CBC/Radio-Canada wins award from The Learning Partnership

CBC/Radio-Canada is once again a recipient of The Learning Partnership’s 2015 Canada’s Outstanding Employers Award.

The Learning PartnershipAs noted in this full page newspaper ad, we’re one of 15 organizations selected for this honour from 75,000 employers across Canada who invited Grade 9 students into their workplaces for Take Our Kids to Work day. This is also the fifth consecutive year for us to receive this recognition: CBC/Radio-Canada was recognized as an organization for 2013 and 2014, and CBC Maritimes won the award in 2011 and 2012.

“We are honoured by this award from The Learning Partnership and are proud to have once again offered Grade 9 students an opportunity to learn more about future career possibilities and the public broadcaster,” says Josée Girard, Vice-President, People and Culture. “Take Our Kids to Work is a unique occasion to share what we do to create programs and content for Canadians on all platforms. It’s also another way to bring to life our strategy, A space for us all, by bringing the public broadcaster closer to its audience — in this case young students who will shape our country for tomorrow — and being the public space at the heart of conversations and experiences.”

As an award recipient, CBC/Radio-Canada is recognized for ongoing support and dedication to education, internships and in particular, Take Our Kids to Work day activities. Employees brought their kids to work in CBC/Radio-Canada locations in Vancouver, Winnipeg, Toronto, Ottawa and Halifax, along with unofficial activities elsewhere across the country.

Thank you to everyone who participated this year – we couldn’t have done it without you!

For more about the award, including other recipients for this year, see the release from The Learning Partnership.

– David Oille, Senior Advisor, Strategic Communications, Corporate Communications

take our kids to work

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100% of CBC/Radio-Canada’s Digital Ad Inventory is Now Available to Brand Marketers

CBC/Radio-Canada is the first Canadian media publisher to make all of ourdigital advertising available to brand marketers programmatically to purchase and place targeted ads to consumers so that they can place the right ads to the right audience at the right time, in the right context and with the right message.

What does this mean?
Have you ever wondered why those shoes you looked at online appear in the ad space shortly after visiting the page? This is the data intelligence tool that uses algorithms that supply information to advertisers so that they can target the ad to you. And while it does not identify you as a specific individual, it does tell an advertiser that you visited their site and looked at a particular product.

Why are we doing this?
Advertising is a means for CBC/Radio-Canada to generate income to operate its digital platforms. We are able to take the revenue from the ads and put it back into our digital services so that we can operate in a modern broadcasting world and deliver the types of services our audience want to receive, in the manner they want to receive it. Shifting from conventional to digital is one of our priorities and outlined in our 5-year strategic plan, A Space for Us All.

A targeted marketing approach ensures the best advertising experience for all participants involved and removes the one-size fits all factor. It’s a better experience for everyone. CBC/Radio-Canada does not have to guess what ads to place, the brand marketers maximize the total impact per ad with targeted capabilities, precision and cost-effective approach, and consumers see the right ads targeted to their buying interests.

– Carolyn Bissett, Communications Specialist, Corporate Communications

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Building a culture of environmental awareness and sustainability

The CBC/Radio-Canada Environmental Performance Report for 2014-2015 is now available at cbc.radio-canada.ca/green. The report provides an overview of the systems, programs and milestones that are helping us build a culture of environmental awareness and sustainability — all while continuing to reach out to Canadians with programming on different platforms.

Check out the report to get an idea of what CBC/Radio-Canada has been doing to achieve environmental sustainability and help ensure a better world for future generations. And check back for updates on new initiatives, like our involvement in the urban beekeeping movement in Toronto and Montreal, with more locations to come.

– Athena Trastelis, Senior Manager, Environment, CBC/Radio-Canada


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This is the future – An interview with transmedia content strategist, Emily Smith

Emily Smith is a transmedia content strategist from *no campfire required, where they create interactive experiences on multiple media platforms. As someone who is always looking for new ways to storytell, Buffer Fest–an annual celebration of the most acclaimed Youtube creators–was her chance to “hear from CBC, in particular about the CBC Fullscreen partnership, and to learn from fellow creators doing well in the space.” As a creator and marketer, it’s always nice to hear from others and find out what is working well for them right now when connecting with audiences.”

We caught up with Emily to ask her about Buffer Fest and pick her brain on what to watch.

What is your favourite thing about Youtube as a platform? My favourite thing about YouTube is that it puts the power into the hands of new people to create engaging content that audiences want to watch. And I like that YouTube makes it very easy to quickly learn what your audience enjoys and doesn’t enjoy. Having that fast feedback is great.

What is a defining quality of a Youtube creator? The defining quality of a YouTube creator is a willingness for dialogue, to make real connections with their audience. It’s a very personal platform. Traditional broadcasting doesn’t leave much room for creators to respond to audience comments, to get into Twitter conversations with them, or to address audience feedback quickly in the next video in the series.

How have things changed on the creator scene in the last year? One aspect that really stuck out for me last Friday, was when it was asked, how many people don’t watch traditional TV anymore, and most of the room raised their hands. This is the future, and the rate of cord cutting has only accelerated over the last year.

As a creator of digital content, I have the opportunity to reach an audience that traditional broadcasters don’t necessarily reach anymore. Over the past year, brands have been paying more and more attention to digital creators for that reason, and putting more money towards their projects. This can sometimes lead to paid videos for products that don’t “fit” with how a certain creator’s audience knows them, or a lack of transparency when doing paid content. Authenticity to your brand and transparency are key to your audience trusting you. If they don’t trust you, that important personal connection can easily get lost. It’s something we all need to remember.

How has this experience changed you as a content creator and transmedia content strategist? This was a great reminder that it’s all about the personal connection, about constantly thinking how do we best make and maintain the back and forth dialogue with our community. We’ve been discussing new types of content of late, and I think this will definitely lead us in the direction of choosing a more personal type to do next.

To learn more about Buffer Fest, check out the http://bufferfestival.com/

– Shayla Kelly, Communications Specialist, Social Media, CBC/Radio-Canada


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