Engineering Firm Association : an open-door event to face a trust issue

Challenge

2012 news in Quebec was dominated by a history of allegations and corruption in the wider realm of construction. In this context, the Association of Consulting Engineers of Québec (AICQ) wanted to promote consulting engineering to the public, to the media, to influencers, and to potential clients.

CASACOM_bannieres_etudecas_AICQ-z

Strategy & insight

The strategy for Vues de l’intérieur favoured direct and positive relationships with the public to increase awareness of consulting engineering. Our proposal to hold the open-door event Vues de l’intérieur was accepted, because its intent was to reposition the profession and to renew pride and wonder, all while helping Quebec discover consulting engineering.

Execution

We wanted the involvement of consulting engineers in this profile-enhancing activity: 11 firms were thus able to show 17 sites, including the Montréal Symphony House, the Samuel de Champlain promenade in Quebec, and the Boréalis museum in Trois-Rivières. For flawless logistics, CASACOM created an organizational guide for each participating firm. In addition to featuring Stéphane Bellavance, a presenter very popular with young people, as the day’s spokesperson, CASACOM coordinated the creation, production, and distribution of promotional posters, postcards, balloons, and welcome signs. All of these efforts were optimized thanks to the set-up of a Web site and Facebook page, broadcasting promotional videos, and an e-mail invitation. This promotion was also supported by important press relations as well as by a publicity campaign via television, radio, and billboard.

  • Web site
  • Video 1, video 2, video 3
  • TV ad

Results

More than 5000 visitors, curious and passionate about science and engineering, took advantage of the first edition of the Vues de l’intérieur event on Saturday, October 15, 2011. Students participated in order to learn about the industry and career opportunities. Throughout the day, numerous positive comments were received via e-mail and the event’s Facebook page. The positive media coverage reached more than 5 million people.

During their visits, many visitors asked when the next similar event would be held. The post mortem with the client was extremely positive regarding our work.

We won a Gold Excellence Award from the Québec Society of Professionals in 2011 in the “Event” category.