Join Me And Go Plaid For Dad

I’ve recently joined the Plaid For Dad Executive Council supporting Prostate Cancer Canada. The Council is made up of super smart and talented people (I know what you’re thinking… why am I there? but please keep reading…) who all believe that mPFD_PCC_2017_LOGO-ENore awareness and support will lead to inspiring a nation of Canadian men to, um, do what needs to be done. If detected, 90% of prostate cancers are treatable. 1 in 8 men will be diagnosed with Prostate Cancer in their lifetime.

#PlaidForDad is a national campaign that involves people and workplaces across Canada fundraising in support of Prostate Cancer Canada. It all revolves around the Friday before Father’s Day – and the weeks leading up to that Friday. Yes, we wear plaid – but there’s so much more. That’s where you come in…

I NEED YOUR HELP!

I’m looking for leaders like you to bring #PlaidForDad to your place of work. I’m looking for creators like you to inspire workplaces to take part. The size of the workplace (big or small) does not matter. We need more workplaces taking part. We need more workplaces challenging other workplaces.

Here’s one simple step to get your workplace involved:

1) Register Your Workplace

Then you’ll get a tool kit and some advice on how to inspire and lead. Ideas like bake sales, pizza days, BBQs, prizes, all ahead of the big Friday. Challenge other workplaces.

That’s it. Sign up your workplace and then you’re a part of something special. Any questions, get in touch with me on any platform:

on Twitter

on Facebook

on Linked In

Here are some stats to help motivate you to take part:

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You are in good company… celebs

Joining the Plaid For Dad Executive Committee is part of my commitment to help 40 charities (Read all about #IMPACT40)

The Tale of FLOW 93.5

TOStarphoto1Every new beginning comes from some other beginning’s end: The tale of FLOW 93.5.

This isn’t a diss blog. This isn’t a former employee dishing the goods on what was right and what went wrong. This is a story about a brief period of time at a radio station in Toronto, Canada. If you’ve come here for negativity, you came to the wrong place. Yep, that’s me in the photo above rocking the sweet flow and sideburns. Now on to the story…

T’was Winter in T.O.

It was winter in 2000. I met a lady named Michelle Price. She was the Program Director at Milestone Radio, which was recently awarded a radio license to broadcast in Toronto. Michelle was full of energy. She radiated a ‘boss lady’ presence but was soft and caring at the same time. She had a little twang in her voice, so I figured she was from someplace in the southern U.S., but couldn’t be sure. She said “y’all” a lot, which I loved because how can you not love that? There were some truly amazing people already on board. Aisha Wickham, Nicole Jolly, Keith Davis, Farley Flex. This group was part of the team that campaigned and fought for a radio license for OVER 10 years. They fought and clawed alongside members of the community to build a case for the Urban radio signal. It was a campaign that saw the Milestone group get shut out and passed over, then finally in 2000, get rewarded with the 93.5 signal. When I say it was much more than a radio signal, I hope that gives you some perspective. This wasn’t just a media company acquiring signals, this was the chance for a community to be represented in radio form. I did not understand the fight for this voice before I joined the team, but I quickly understood the scope of importance within the first few minutes of employment. I was very proud to be a part of this team. Some may remember me as ‘the white guy’. Did I even just write that? I did.

FLOW was almost called WHAT?????

How many times in one’s career can you say you launched something new? Especially in radio, where new stations mostly only happen when formats flip. Occasionally there is a new license awarded and I feel a kinship with those people because I know what they’re going through. Picking a logo, a look & feel, a first song, a PR stunt, business cards, letterhead, systems, processes – all new, all for the first time. So when a small group of us (Michelle, Nicole, and Farley) went to TAXI Advertising and Design for a look at some logo suggestions, it was very exciting. We were in a large room with a number of big boards stuck up on a wall. There were four boards and each was covered. One by one, the TAXI folk revealed each board, which were all ideas for a radio station name and logo. The options were: The Beat 93.5. FLOW 93.5. Dancin’ 93.5 and… wait for it… Yo Mamma 93.5. No, I’m not joking. That was an option. A real option. And the tag line that was written right underneath the logo, again wait for it… “You Better Listen To Yo Mamma!” So anyways… It was clear that FLOW was going to be our name. The work TAXI did was outstanding. I’m sure they won awards for it. In my experience that was the measure of success for Ad Agencies: winning awards. Like, why even do any work if some panel of your peers is not going to give you some type of trophy, right? I kid, I kid. Seriously, it was a great logo and a great campaign that accompanied the logo. The vinyl/afro image with Jill Scott’s Love Rain Down into Ludacris’s Southern Hospitality. The middle finger equalizer. Amazing design. Truly amazing.

flow_ad_chords flow_ad radio-station-afro-small-39332

 

 

 

 

 

 

Radio People Alongside Non Radio People.

This was a theme I noticed right away. There were some people who worked in radio previously, but not many. Some of the talent were radio people and some weren’t. On the talent side, I feel this worked. Michelle (the PD) put teams together. There was a mix of raw talent hosting shows with people who had been hosting radio programs for years. As a guy in the Promotions and Marketing department, I saw this as a huge opportunity. I felt the on air hosts were hungry and just wanted to do cool stuff. There were no rules, no bad habits. Just a desire to be a part of this thing we were building. They were not robots just giving the time and temperature and backselling music. They were part of the DNA of the community that helped get this radio station on the air. Now for a walk down memory lane…

The Morning Rush
Mark and Jem in the morning were incredible. He was always willing to go above and beyond to make things work and she was so graceful and offered an energy that really brought balance to a morning program. I felt that they acted like a married couple, but not just any married couple. The fun couple. The couple who were awesome parents yet still found time to be social with friends. A couple you wanted to know. I felt like I needed to add stuff to the show so people got to know them. I figured people would feel the way I felt about them. I wanted our audience to think of them as part of the family.

Urban Suite with Rich Fagan and Slim.
We were going for a ‘just a couple of friends hanging out’ vibe. It sort of worked. Rich was a good dude who was brand new to talking on the radio. Slim was a radio vet. I’m pretty sure Rich and Slim would agree that the dynamic was kind of hit and miss. Slim was actually my favourite DJ to work with. He was such a pro. Whenever we brainstormed things for his show, he just got it. I felt he could accurately transfer the things in my mind to the radio. Rich showed so much promise. I always pictured him in the movies. He worked really hard to learn a brand new craft in a short amount of time.

The Trauma Unit with DJX and J-Wyze
I grew up listening to the Power Movement on CKLN. I used to tape (on cassette) DJX’s mixes and then play them for friends. I discovered a world of hip hop because of that program. I was shocked when I met DJX for the first time. We were practically the same age. So basically, when I was stealing my mom’s cigarettes and skateboarding away from the cops, this kid my age was mastering mixing and showcasing the soundtrack to a culture. I felt really small and like I probably should have paid attention more in school. I kid. J Wyze was pure energy. Like if fire could catch fire and then present a radio show, you’d have Jelani. I remember always thinking that I wish I could bottle his energy and share it with others. Like that scene in the movie Rudy when the coach is yelling at 1st team athletes wishing they had half the heart of Rudy.

Denham Jolly.
Denham had the biggest, strongest hands you ever shook. I mean, they were like rocks on top of boulders. He was pretty intimidating when you first met him, but over time there were cracks in the armor. At the time I was hired, there was another gent named Jason who was hired the same day as me. We were both in the Promo/Marketing depart. He was to focus on events and I was to focus on everything else. Jason did not come from radio and I was shitty at running events, so I thought it was a perfect match. I don’t quite remember how long Jason lasted and I’m sure he went on to bigger and better things, but his first name will always stay with me… because of Denham. You see, Denham did these ‘little’ things, which I think were a series of tests. Tiny, little tests. The very first meeting I had with Denham, um, sorry… Mr. Jolly… he called me Jason. ‘Nice to meet you, Jason’, he said. I corrected him right away. ‘Sir, my name is Jonathan, not Jason.’ We had a 20 minute discussion on the vision I had for the Marketing/Promo Department and at the end he said, “Well, nice chatting with you, Jason.” For the next year, he would call me Jason about one in every 5 interactions. I thought it may be something in his brain that actually thought my name was Jason, so I let it go for the most part. Then, after an entire year and after he calls me Jason for the umpteenth time, I correct him for (what I hope is) the final time. “Denham” I said. “What is it?” he answered. I took a deep breath and said, “You know my name is Jonathan, right?” He paused for what felt like 30 seconds then cracked a little smile, winked at me and said “Yep” then walked away. As he was walking away I said “Nice chatting with you Dylan”. He burst out laughing and then said, “I like you Jonathan. I really like you.”

Farley Flex.
One of a kind. So generous. Huge heart and the smile to match. I’m glad Farley was in my life and still is in my life. Everyone needs a Farley on their team.

There were so many amazing people when we launched FLOW 93.5 back in the day with the first song: Roots Rock Reggae by Bob Marley. The launch party with Jagged Edge and Farley’s coat – which I believe was chinchilla. I could go on and on with stories and maybe some day I will. I know I am leaving out some very important people and for that I apologize.  Now that FLOW 93.5 is no more, with the recent rebrand to 93.5 the MOVE, rest assured that it is in good hands. Newcap know what they are doing. 93.5 the MOVE will hopefully find a place in the hearts of so many, just as FLOW did before them.

There will be critics who will point the finger and call out the Milestone/FLOW team. There are many reasons to call them out, and you can totally do that. I may write some day about that very topic, but today I’m focused on the positive. Reflecting on someone like Aisha Wickham who is an absolute champion and role model to so many. People like Scott Palmateer who worked tirelessly and relentlessly behind the scenes. People like David Marsden, a radio legend who made a cameo. People like Jonathan Shaw (the juiceman to my milkman) who just gave and gave and gave. When I think about the few years I spent with Milestone/FLOW before moving across the street to 102. The Edge, I cannot help but smile. We did some pretty cool things. It was like a baby taking their first steps. Their first words. Their first smile. Their first scraped knee. Their first FLOW BACARDI HALLOWEEN PARTY! LIVE TO AIR ON FLOW 93.5! LADIES FREE BEFORE 11PM! CALL AHEAD FOR BOTTLE SERVICE!

Thanks for reading.

@JonSinden

5 Commandments of Sports Digital Marketing

Stadium_image

Thanks for dropping by. You must love Sports and Marketing, or Digital Content and Social Media.  Me too.  We`re practically twins. Since we are so similar, then I know you`re going to dig this post… I mean… Thou shalt not love this post!

Content Marketing is becoming a standard business term, and for good reason. The modern Marketing Executive will focus on creating the best possible content to tell the most relevant stories in order to reach key objectives: Awareness, Ticket Sales, Community Relations, and Corporate Partnerships. Sprinkle in some Digital Strategy and you are now talking about  the (potentially) most consumed content coming from your brand directly to fans. Whether it’s on your website, mobile, CRM or social, remember, it’s ALL DIGITAL and it’s where your fans are.  If you are in Sports or Marketing or Digital, my 5 Commandments are for you!

1) Be There

There are two types of moments: the ones that just happen (which you react to) and moments that you create. (I write a lot about moments) Being in these moments with your audience should be the number one priority on your list. Put yourself in their shoes. What are they talking about? How are they feeling? Does it make sense for your brand to be talking about and feeling the same things? I’ll answer for you… in general… yes, it does.  How are you creating and publishing real time shareable content that fans actually want to consume? It`s goals, touchdowns, home runs, big plays, final scores, broadcast info, pre/post game video… which are all opportunities for interaction. The story is being told with or without you. Why not contribute (in a big way) with the mountain of content that surrounds you and your marketing and digital team. If you feel an emotional connection to your brand, then others probably do as well. I do not need to cite a study that proves fans are emotionally invested in their teams. They live and breathe it. Living in the moment is paramount.

2) Be Prepared

  • Step One: Create a Digital Content Plan
  • Step Two: Tent Pole Moments and the P.D.P Rule
  • Step Three: Follow The Plan, and add to it anytime.

Your Digital Content Plan is the core of every piece of content you make. Wrap this around ‘Tent Pole Moments’ like Drafts, Free Agency, Live Games, Trades and you are well on your way. The beauty of a proper Digital Content Plan is that you can adjust on the fly. New technology will appear, new opportunities will develop. It’s all good. Keep innovating, adjusting and improving.

Consider a player on your team that is reaching a milestone soon. What is your plan leading up to the milestone, during the milestone and after the milestone? Video, articles, photos, photo galleries, interviews, infographics, images, live streams. Everything and anything your team creates should incorporate the 3 phases of the event; pre, during and post. I’ve often referred to this as the P.D.P rule. You down with PDP? Yeah, you know me.

When I was at the Toronto Maple Leafs , we noticed that fans asked the same few questions every game day. One of them being “Who is starting in net?” So we created two quick videos with our goalies staring right in to the camera and announcing they were the starting goalie. Depending on who was in net, we posted the proper video to our social channels and website. 6 seconds of shareable video answered thousands of fans at once. Small gestures sometimes can have the biggest impact. These quick videos became a series with no event being too big or too small to create a video around. We made Happy Birthday videos, Happy Valentines Day videos and more. It sounds small, but the impact was huge.

Also on the note of being prepared, here`s an example I love showing. Since I`m a bit of Star Wars nerd I felt compelled to own`May The 4th` with the teams I represented. So every year, the date rolled around and we posted some simple but effective stuff. Fans loved it, and got involved:

May4_Leafs May4_Raptors     May4_RapsFan

3) Be Ready

Anything can happen in your world: transactions, hirings/firings, Harlem Shakes, Ice Buckets, who knows what’s coming next. Your digital team needs to be able to react. A few years ago, when news broke of a monkey running free in an Ikea, my heart stopped. (I thought, too good to be true!). When an image surfaced of this monkey wearing a winter parka (like Bain from The Dark Knight Rises) we at the Toronto Maple Leafs reacted right away. No approvals, no discussion… we needed to be first. Our graphic designer mocked up the monkey in a 1963 Stanley Cup celebration photo. It was black and white, and perfect. Hundreds of thousands of impressions and tens of thousands shares across multiple platforms. We considered it a success. It took a few days for other brands and other teams to jump on, but we were first.

IkeaMonkey

 

4) Be Aware:  

You are a content factory. You are surrounded by things that you take for granted. The content that your fans are craving is all around you. Every nook of your building. Every employee. Your history. Your future. There are thousands of stories… How are you telling each one? There is also a long list of current corporate partners and potential partners that want to help you tell these stories. Partnerships formed around content that people actually want will beat out manufactured and processed every time. If you are aware of what your customer wants you will find a way to embed partners, and everyone wins. Sit down with your partners and listen to them. Listen to their needs. I guarantee that together, with partners you will be able to dream up (and fund) some really compelling stuff. Or you could always do a search for the Ultimate Fan to win the Ultimate Experience and sit in the Ultimate Seats! Not sure if sarcasm comes through in words, but if you could not tell, the whole `Ultimate`thing is sarcasm. Anything with the word Ultimate in it, usually sucks. I just had to say it.

5) Be Authentic.

You do not need to ‘jump in’ to every conversation. Some brands are really reaching and chiming in on things that our out of their scope. Pick your spots. Maybe celebrity deaths are not the ‘opportunity’ you think they are to sell tickets. Do the things that feel right in the moments that feel right. Always think like your fan. What would they say? Below is a tasteful nod to the passing of Stompin’ Tom Connors from when I was with the Leafs. No call to action, just a simple image to capture a moment. He passed during a Leafs game, and the franchise was historically known to play his music during games… so it made sense. This one image reached a Facebook audience of 1.38 million users via 17,000 shares and 18,000 likes. But really, the numbers are irrelevant. This was all about the right thing to do.

RIPStompinTom

There you have it. The 5 Commandments of Sports Digital Marketing. Hope you enjoyed this piece. I’m always open to evolving the list, so feel free to reach out: @JonSinden on Twitter. Or find me on Linked In.

JS

Toronto Maple Leafs visit The Hospital For Sick Children

For 50 years straight, the Toronto Maple Leafs have been visiting The Hospital for Sick Children.

I’m so blessed to have been a part of it this year.

I tried to capture some footage of the event that you would not see on traditional TV, along with some discussions with players. I really tried to keep it tasteful.

In this video, I speak with Luke Schenn, Colby Armstrong, John Mitchell and Tim Brent.

I really appreciate you watching this. Any suggestion for future videos are more than welcome.

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Behind the Scenes at Toronto FC Management Team Presser with Jonathan

I’m always trying to figure out ways to show people some behind the scenes stuff at Toronto FC. Armed with my camera and little-to-no talent, I just started filming at the recent Toronto FC Press Conference. Above is the finished product. Hope you like it.

Just trying to do my part in building the relationship between fans and the team.

If you ever have a suggestion, or wanna see something, just let me know.

Find me on Twitter

Talk to you soon.
js

Habitat for Humanity Polar Bear Dip 2011 with @BigThinkerJon

How did you ring in the New Year? I always wanted to jump in the cold waters of Lake Ontario , and, on Jan 1st, I got my chance.

I had a blast at the Habitat For Humanity Polar Bear Dip. Yes, the water was cold, but the people, staff and volunteers were amazing and it was an amazing day! A bunch of money was raised for HFHT which will build one house for one family.

Thanks for watching this video. As always, your comments and support are much appreciated.

Thank you to those who took the time to sponsor me with an online donation. Couldn’t have done it without you!

I’d love to hear about some things you want to do in 2011…

js

Behind The Scenes Raptors Anthem Single. Nov. 10, 2010

Scotty Newlands surprises you with his voice. He’s not too tall, kinda skinny, and really just looks like a regular dude. Then he starts singing. Boom! He has a set of pipes. I caught him practising at the ACC before the doors opened. Here’s a clip with a sample of him singing and my reaction. Hope to see Scotty back singing soon!

Here’s the clip…

Anthem Sample – Nov. 10, 2010 | video | Raptors

What do you think?
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