12 Ministry ol Erlucnllou Communications Brunch Floor, Mei-rot Block 000 Bay Street Toronto ON MM MEMORANDUM TO: THROUGH: FROM: CC: DATE: SUBJECT: 126 do l't?Education Direction dos communications 140 ?lage, Ediilce Mowal 000. rue Bay Toronto ON M7A 1L2 )r?rtario George Zegarac Deputy Minister Catherine Montreuil Assistant Deputy Minister, Learning and Curriculum 5 Evision Susan Flanagan Director, Corporate Finance and Services Branch Murray Leaning Director, Communications Branch Melanie Robert Cabinet Of?ce Communications Joan Allison Assistant Director, Communications Branch July 8, 2015 Fall 2015 Advertising and Public Education about the revised deem] Education Curriculum The purpose of this memorandum is to seek approval or the overall budget for lire fall 2015 advertising campaign related to the updated Health and Physical Education Curriculum. the budget is composed of media costs and fees plus advertising agency tees and production hard costs. The total budget for the campaign Is not to exceed $4.05 rnlliion before HST. The following is a presentation of the estimated costs for production, media and agency fees, and market research: Advertising Agency (fees and hard costs') Media Agency of Record (lees and media space?) Mai ketlescarer (thousand amuse instills}. Total: $990,000.00 $3,000,000.00 $60,000,530 $4,050,000.00 The majority of the costs associated with the campalqn will be encumbered with the nF Friucalions? Learnino and Curriculum - 2 he AUVCrtising Review Board (ARB) will also he Fees: e.g. account service, strategic planning, creative development and administration liard costs: talent, studio time, photography, filming, post production, illustration, translation, desk-tap publishinr distribution etc.) Fees: distribution and media planning and buying. Media planniugibwiug is charged as a percentage of the mini media purchased. The percentage varies ln'accordancc- with the medium according to the Master Agreement. 127 providing funds to support ethnic advertising and this will be recovered through a journal entry after payment. The recovery amount will be $3.99 million. The Learning and Curriculum Division will cover the market research costs and the Communications Branch may assist with these costs. The start of the campaign will coincide with the beginning of the school year. This is a Television?led advertising campaign in English and French and will also include online display and pre?roll video advertising. It could also include the following elements: 0 paid Search and social media advertising 0 Multicultural advertising in community newspapers and television other media as recommended by the media agency of record. The advertising agency is Grey Canada Ltd. This vendor is part of the standing agreement for communications services and was assigned to this project after a second stage competition conducted by the Advertising Review Board. The media agency is PHD Canada the new Ontario government Agency of Record (AOR) for media buying and planning services. Some planning fees for ZenithOptimedia, the outgoing government AOR for media buying and planning services, will be included in the $3.99 million allocation. The market research firm is The Strategic Counsel which was procured through a second stage competition from the Ontario government's Vendor of Record #055-00348304. Ministry of Education Delegation of Authority for Advertising, Public/Media Relations and Creative Communications Services requires that the Deputy Minister approve items over $999,999. The Director of Communications will have authority to approve estimates and invoices pertaining to the agreed budget envelope of $4.05 million on behalf of the Assistant Deputy Minister, Learning and Curriculum Division and for the Deputy Minister. The Communications Branch will provide the Learning and Curriculum Division with budget updates periodically and upon request. Sincerely, i I lily": i I .a i 1" Murray I'Leaning Director, Communications Ministry of Education Corporate Finance and Services Branch's Direction ?W?ree/Appm we [3 Do Not fl ?4 Susan Flanagan Date Director, Corporate Finance and Services Branch 135 14 Ministry oi tj-rlucntlon do I'Educnllon Ins Directlon dots communlcalions 14th Floor. int-rat Block Me elnge, Editice Mowat $3113.03; rarities,va (a QM July 8, ints Stephanie Nerlich President and CEO Grey Canada 46 Spadina Avenue. Suite 500 Toronto, Ontario MSV 2l- 8 Dear Stephanie, Amendment to Letter of Agreement between the Ministry of Education (Client) and Grey Canada (Supplier) dated June 15, 2015 The purpose of this amending letter is to increase the maximum ceiling cost of our agreement from $750,000.00 to $090,000.00. This is to provide for the development and execution of additional elements to support ethnic communities. such as, but not limited to, Punjabi and Arabic of the public education campaign for the revised Health and Physical Education curriculum All of the other terms and conditions outlined in the June 15, 2015 Letter of Agreement will continue to apply. This agreement is subject to the terms and conditions of the Master Agreement with the Advertising Review Board. Signed: Murray Leaning Director, CommunicationsBranch. Ministry of Education 4 . Kortct Susan Flanagan - Director. Corporate Finance and Services Branch Ministry of Education Signed: 13 Williams, Katie V. (EDU) From: Tedesco, Lauren (EDU) Sent: May-26-15 12:20 PM To: Williams, Katie V. (EDU) Subject: RE: Template ads Communicating curriculum changes Also, please follow up with the Minister. From: Tedesco, Lauren (EDU) Sent: May?26?15 12:08 PM To: Williams, Katie V. Carruthers, Mora (EDU) Cc: Colleen Hogan; Bender, Howie (EDU) Subject: RE: Template ads Communicating curriculum changes Dropping the Minister and adding Mora. We had reviewed this last week with the Minister and she specifically requested that the community meetings be removed from the MPP templates. What happened with the Minister?s feedback when it was provided to From: Liz Sandals, MPP Sent: May-2645 12:02 PM To: Williams, Katie V. Tedesco, Lauren (EDU) Cc: Colleen Hogan; Bender, Howie (EDU) Subject: Fw: Template ads 1 Communicating curriculum changes Why are we sending out templates that still suggest community meetings are a good idea? Liz Sent from my BIackBerry Wireless Device From: Ghione, Andr? Sent: Tuesday, May 26, 2015 11:54 AM Eastern Standard Time To: Ghione, Andr? Cc: Banas, Caroline Subject: Template ads Communicating curriculum changes Good morning Caucus and staff, In response to demand for additional products to help you communicate changes to the Health and Physical Education curriculum to your constituents, we have developed four print ads. The ads (attached) are for placement in local newspapers. You will note that there are two levels of detail offered. Additionally, the ads can either invite readers to contact your constituency offices with any questions OR serve as notice for community information sessions you might be organizing. In order to avoid the possibility of duplication between offices and to help your offices allocate your advertising budget most effectively, LCSB will coordinate your individual ad buys centrally. Should you wish to place an ad, please contact LCSB Communications Advisor Caroline Banas (chanasii?liberalola.org) to discuss where and when you would like the ad 106 To: MacKenzie, Rebecca Fusco, Alessandra Mannone, Jenna Beaudry, Jennifer Media Relations and Issues Management Cc: Tedesco, Lauren (EDU) Subject: RE: CBC Media Request-Sex-Ed Ads Correct. We don't even really allude to it ?so, we don't evn use descriptors like "robust", etc. We have said "province-wide? but that is about it. From: MacKenzie, Rebecca (0P0) Sent: August-31-15 10:46 AM To: Fusco, Alessandra Mannone, Jenna Beaudry, Jennifer @OPO-Media Relations and Issues Management Cc: Tedesco, Lauren Byberg, Ann (0P0) Subject: Re: CBC Media Request-Sex-Ed Ads Adding Ann We don't usually share the ad buy cost Sent from my BlackBerry 10 smartphone on the Rogers network. From: Fusco, Alessandra (EDU) Sent: Monday, August 31, 2015 10:19 AM To: Mannone, Jenna Beaudry, Jennifer @OPO-Media Relations and Issues Management Cc: Tedesco, Lauren (EDU) Subject: RE: CBC Media Request-Sex-Ed Ads Apologies- Is the ad going to be appearing on Starting when? Until when? The TV ads will begin running on Ontario-based television networks today for four weeks. How much is the government budgeting for this ad campaign? Our students deserve an up to date, research?based curriculum that provides them with the skills they need in today?s complex and ever-changing world. This campaign is similar to advertising campaigns we have done in the past to inform parents and build awareness. For example, we launched a campaign on child care and with the introduction of full day kindergarten. The total budget for this campaign is $4 million dollars. Parents play an integral role in their children's education, and we are launching this campaign 50 parents have factual information about what's in the updated curriculum. Alessandra Fusco Press Secretary 81 Issues Manager Office of the Hon. Liz Sandals Alessantlra.fusco@ontario.ca D: 416.212.3758 C. . 21 From: Mannone, Jenna (0P0) Sent: August-31-15 10:18 AM 68 Tedesco, Lauren (EDU) From: Liz Sandals, MPP Sent: August?28-15 1:14 PM To: Tedesco, Lauren (EDU) Subject: Re: FYI Only: HPE Ads Statement That's fine. They are more likely to run the whole statement. Liz Sent from my BlackBerry Wireless Device From: Tedesco, Lauren (EDU) Sent: Friday, August 28, 2015 12:54 PM Eastern Standard Time To: Sandals, Liz MPP Subject: FYI Only: HPE Ads Statement FYI only. A few tweaks from P0 on your statement edited down, no content changes: ?Our government?s top priority is the health and safety of our students. The Health and Physical Education curriculum was dangerously out of date, last updated in 1998, long before Facebook and Snapchat became part of everyday life. Parents play an integral role in their child's education, and we're launching this campaign so that parents have factual information about what?s in the updated curriculum. Health and physical education is only part of what children will learn this year, and the updated curriculum will ensure that students stay safe, healthy, well-informed." From: Liz Sandals, MPP Sent: August-28-15 11:55 AM To: Tedesco, Lauren (EDU) Subject: Re: URGENT APPROVAL NEEDED: HPE Ads Statement Ok. Just as long as we have vetted the ad with others in the community. Liz Sent from my BlackBerry Wireless Device From: Tedesco, Lauren (EDU) Sent: Friday, August 28, 2015 11:50 AM Eastern Standard Time To: Sandals, Liz MPP Cc: Carruthers, Mora (EDU) Subject: RE: URGENT APPROVAL NEEDED: HPE Ads Statement They showed the ad to those in the community here are Queen?s Park to see if anyone else had the same concerns they did not. With the ad buy already purchased, and the approval, they won?t be able to tweak the ad until later, and will only do so if we get pushback from the community. 1