Communications Lead: Scotia Place Arena (Calgary Event Centre)
Keltie Baxter
The Client
The Need
Scotia Place
A Communications Lead was required to develop the communications strategy, key messaging, and public relations approach for the pre-construction phase, from agreement signing to the start of construction.
As a proud Calgary Flames🔥fan, (and born-and-raised Calgarian), I was beyond thrilled to take on this role - what an incredible project to be a part of!
Scope & Deliverables
Strategic Communication Planning
Developed the communication plan for the design and pre-construction phase, including key milestones such as the public design reveal and groundbreaking events.
Media and Public Relations
Managed sensitive public announcements and media coverage on topics such as the removal of a significant tree, the release of the definitive agreements, and project cost concerns.
Provided media relations support, including coaching spokespeople on talking points and interview preparation.
Copy & Content Writing
Developed key messages and proof points for project milestones.
Prepared press releases, newsroom stories, and brand-aligned content, including website copy, taglines, and design narratives.
Simplified complex engineering, architectural, and construction concepts for broader public understanding.
Project Coordination & Information Flow
Facilitated information exchange and alignment between the project team, City Council, Executive Leadership, and external partners.
A Few Final Products & Successes
Public notification was required when the final agreements were posted on calgary.ca
Public Communication Strategy:
Forward-Focused: Shift attention away from the completed deal and emphasize the future benefits the venue will bring to the region.
Project Benefits: Highlight the positive impact and opportunities the venue will create for the community.
Transparency: Ensure clarity and avoid surprises. Since most details had already been shared, the focus was on reinforcing previously communicated information, with key messages prepared for any new developments.
Preparation: Council members and spokespeople were thoroughly briefed ahead of time. An information session was conducted, and key messaging documents were distributed in advance. FAQs and additional messaging were also made available on the public website for residents seeking further information.
Outcome: The response was calm and composed. Media partners effectively echoed our prepared key messages, aligning the overall narrative with our intended communication. No unexpected inquiries arose, and public interest swiftly transitioned to the upcoming construction phase rather than the agreements themselves.
Several months into the design phase, public communication became essential for updating citizens and stakeholders on the overall project status and addressing sensitive upcoming construction work. This included topics such as the removal of a significant tree, the relocation of a historic building, and updates on project timing, cost, and schedule.
Public Communication Strategy:
Single Update vs. Multiple Announcements: Instead of issuing several updates that could attract unwanted attention to individual topics, all information was consolidated into one future-focused newsroom story. This approach positioned the update as more casual and less formal than a traditional press release.
Newsroom Story vs. Formal Press Release: The intent was to communicate effectively without overemphasizing sensitive topics. Framing the update as a story allowed for a more conversational tone.
Future-Focused & Positive Language: Language and headings were intentionally crafted to highlight the positive impact and benefits the project will bring to the community.
Outcome: The media presented the update accurately and aligned with our prepared key messages, avoiding negative spin. As a result, the public and media posed new questions that provided an opportunity to refine our key messages on the public-facing website. This ensured that we remained current with inquiries and provided the most up-to-date and transparent information available at the time.
