1. JOHN L. HALL: Career Portfolio Summary
(1) Business & Strategic Planning – Working with Senior Executive, Directors, and Brand Managers
either in lead or team capacity at Royal Canadian Mint (RCM) and Canada Post Corporation (CPC)
• RCM business/strategic planning at Marketing Department level, feeding the strategic corporate plan
(2000-2008); lead 2000-2003, 2005-2006, (senior management & organizational change in 2003)
team member 2004, 2007, 2008 – Numismatic/Collectibles, Gift Coins, Canadian Circulation Coins,
and Market Research (2000-2008 lead) plans
• CPC Parcel/Courier Distribution business/strategic planning at Marketing Department level; team
member 1997-1999; Market Research & Business Analysis lead 1997-1999
• CPC Addressed and Unaddressed Advertising Mail business/strategic planning at Marketing
Department level; team member 1994-1998; Market Research lead 1994-1998
(2) Market Research - Working With Research Supplier Executive & Senior Management; primary and
secondary research at Royal Canadian Mint (RCM) and Canada Post Corporation (CPC)
Research Suppliers
• TNS- Canadian Facts (Toronto) – Qualitative, Quantitative
• Ipsos-Reid (Toronto) – Qualitative, Quantitative
• AC Nielsen (Toronto) – Quantitative, Secondary
• Altitude Market Research (Toronto) – Qualitative, Quantitative
• Environics Research Group (Toronto) - Qualitative, Quantitative
• Research Dimensions (Toronto) – Qualitative, Quantitative
• PriceWaterhouseCoopers (Toronto, Ottawa) - Qualitative, Quantitative
• Pollara Strategic Insights (Toronto) – Quantitative, Secondary
• Harris/Decima Research (Toronto) - Quantitative
• Goldfarb Intelligence Marketing (Toronto) – Quantitative
• Market Dimensions Inc. (Toronto) – Quantitative
• Research Strategy Group (Toronto) - Quantitative
• Consumer Contact (Toronto) – Quantitative
• Bellille Consulting (Montreal) – Qualitative
• Leger Marketing (Montreal) - Quantitative
• Antima Research (Ottawa) – Qualitative, Quantitative
• Kendric-Smith & Partners (Ottawa) - Qualitative, Quantitative
• Brighton Research – Qualitative, Quantitative
• Ekos Research Associates (Ottawa) – Quantitative
• Phase 5 Consulting (Ottawa) – Quantitative, Secondary
• SPCG (Ottawa) – Secondary, Economist
• Statistics Canada (Ottawa) – Secondary
Advertising Agency Briefings, & Research Analysis/Input
• Cossette Communications-Marketing (Montreal, Toronto) – Canada Post, Royal Canadian Mint
• Y & R (Toronto) – Canada Post
• J. Walter Thompson Co. (Toronto) – Canada Post
• BCP Group (Montreal) – Canada Post
• Publicite Martin (Montreal) – Canada Post
• Grey Advertising (Vancouver) – Canada Post
• Phase V Communications (Montreal) – Canada Post
• Wunderman Agency (Direct Marketing – Montreal) Royal Canadian Mint
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2. Public Relations& Consulting Firms
• Hill & Knowlton – Canada Post (Advertising Mail Market)
• Cossette Communications – Canada Post (Parcel/Courier Market)
GCI Group (Grey Agency Group) – Canada Post (Lettermail Mandate, Coalition of CPC Competitors)
(3) Market Research Studies - End to end development, execution, management, analysis (including
incorporation of secondary socio-demographic & econometric data) and presentations;
Research Study Typology
• Longitudinal Tracking: RCM Advertising Tracking (8 years); CPC Parcel/Courier Tracking (5 years);
CPC Unaddressed Advertising Mail Tracking (10 years); CPC Addressed Advertising Mail Tracking
(5 years); CPC First Class Mail Stream Tracking (4 years)
• Market Definition: Canadian Gift Market, Canadian Parcel/Courier Market, Canadian Information
Transfer Market, Canadian Advertising Communications Market, Canadian Payments Market,
Canadian Collectibles Market, Canadian Publications Market
• Market Segmentation: Based on socio-demographic values and beliefs determination, analysis &
cluster segmentation techniques; Canadian Gift Market, Canadian Collectibles Market, Canadian
Circulation Coins Market, Canadian Parcel/Courier Market, Canadian Information Transfer Market
• Price Sensitivity Determination: Coin Gifts, Collectible/Numismatic Coins, Lettermail, Xpresspost,
Priority Courier, Expedited & Regular Parcels, Addressed Advertising Mail, Publication Mail
• Product/Service/Organization Usage & Attitudes: All RCM Products & Services, RCM
Boutique/Tours, CPC Parcel/Courier Market, CPC Addressed & Unaddressed Advertising Mail
Markets
• New Product Development: Collectible/Numismatic Coins, Gift Market Coin Products, Canadian
Circulation Coins, Bullion Market Coins, Niche/Specialty Market Coins, Priority Courier, Xpresspost,
Expedited Parcels, Addressed/Unaddressed Admail Products & Specifications, Lettermail
Products/Services
• Competitive/Market Intelligence: All RCM Product/Services Markets, all CPC Product/Service
Markets (direct, secondary markets and substitution markets)
• Key Performance Indicators & Benchmarking: RCM Products/Services, Advertising Campaign
Analysis (RCM & CPC), Customer & Employee Satisfaction (RCM & CPC)
• Determinants Of Choice/Service/Product Selection: Based on determination of key service/product
selection drivers& determinants of choice derived from target segment values & beliefs analysis –
business & consumer; Canadian Gift Market, Canadian Collectibles Market, Canadian Circulation
Coins Market, Canadian Parcel/Courier Market, Canadian Information Transfer Market
• Customer Satisfaction: Annual studies based on determination of key drivers of satisfaction &
determinants of satisfaction derived from target segment values & beliefs analysis – business &
consumer; Canadian Gift Market, Canadian Collectibles Market, Canadian Circulation Coins Market,
International Bullion Market, Foreign Coin Market, RCM Call Centre, RCM Boutique, Canadian
Parcel/Courier Market, Canadian Information Transfer Market
• Employee Satisfaction: RCM and CPC, annual studies, based on determination of key drivers of
satisfaction & determinants of satisfaction derived from target segment values & beliefs analysis
• Ad Hoc Primary & Secondary Studies: Numerous & continuous, as requested/required over 24 years
Advertising Market Research - Consumers & Business: Customers & Non-Customers
• 20 years pre- and post-launch assessments of advertising effectiveness, awareness measures, actual &
potential product usage – from qualitative conceptual phase development (focus groups, sometimes
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3. involving “people meters), through quantitative benchmarking, metrics and on-going tracking of
advertising campaigns and advertising related initiatives
• Advertising research provided on international, national, regional, market or “divisional” basis
• Brand equity – corporate and product, as related to advertising initiatives
On-Going Advertising Media & Research Sources/Subscriptions/Memberships/Academia
• CARD (Canadian Advertising Rates & Data)
• Canadian Journal of Advertising Research
• Financial Post Canadian Markets (Phase 5 Consulting)
• Academic Search Complete (database)
• University Of Alberta Advertising & Media Databases
• Audit Bureau of Circulations (Member)
• Canadian Daily Newspaper Association (associate member)
• Canadian Weekly Newspaper Association (associate member)
• CDMA (member)
• Carleton University School of Journalism – St. Patrick’s College (employee)
• CBCA Database
• Arbitron Reports
• Marketing Magazine
• Playback Magazine
• Canadian Direct Marketing Magazine
• Canadian Media Digest (annual data, statistics)
• Institute of Canadian Advertising (ICA)
• TV Week (database)
• TV Basics (Canadian database - statistics on the Canadian TV industry)
• Ad Week (U.S.)
• Ad Age (U.S.)
• Mendelsohn Media Research (U.S.) – syndicated reports & studies
• Forrester Research – Media (U.S.) – syndicated reports & studies
• Advertising World (University of Texas Database)
• Interactive Advertising Bureau (U.S.) – internet advertising revenue reports
• PsycINFO (U.S.) - database covers international literature in the psychology of advertising
• Global Market Information Database – ad expenditure by country
• S&P NetAdvantage (U.S.) – database of industry trends, operations, key industry ratios & statistics, &
how to analyze an ad agency
Media Projects, Data Analysis, Organizations & Groups
• AC Nielsen, Toronto (conceptual design & managed custom proprietary advertising research data)
• Ad-Scan, Toronto (conceptual design & managed custom proprietary advertising research data)
• Cossette Direct Marketing Division (worked with custom proprietary direct marketing research data)
• BBM (analysis of ad campaign data from the agency)
• PMB (analysis of ad campaign data from the agency)
• ABC (analysis of publications, newspaper data)
• Canadian Ad Expenditure/Reporting Ad Hoc Committee 1996 – data reconciliation of ad expenditure
reporting with all major advertising industry associations (BBM, PMB, ABC, RMB, et al.)
• Company Sales Force(s) – for “actual” data/intelligence of production, placement & discounts on
media for major national retailers
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4. Advertising Campaigns: AC Nielsen & BBM Data Analysis
(1) AC Nielsen Courier Market Ad Tracking & Media Analysis (1992 – 1998)
• Canada Post courier and all competitor advertising placement, expenditure, media, weights,
advertising share measures, ad materials for data analysis
• Done on national, regional, and 9 “division” basis – quarterly reporting
• Integrated into proprietary internal advertising tracking – awareness, effectiveness and usage measures
(2) Olympic Media Tracking & Analysis: Overnight & on-going audience share, media weights and
placement, GRP, TRP, data provide by advertising agencies of record, or by campaign. Analysis and
reporting of data for senior executive and relevant internal groups
• Barcelona, 1992 (Summer) – Canada Post (Courier)
• Albertville 1992 (Winter) – Canada Post (Courier)
• Lillehammer 1994 (Winter) – Canada Post (Courier)
• Atlanta, 1996 (Summer) – Canada Post (Corporate, Lettermail)
• Salt Lake City 2002 (Winter) – Royal Canadian Mint (Collector Coins), with RCM Ad Tracking
• Turin 2006 (Winter) – Royal Canadian Mint (Collector Coins), with RCM Ad Tracking
• Beijing 2008 (Summer) – Royal Canadian Mint (Collector Coins), with RCM Ad Tracking
• Vancouver 2010 (Winter) – Royal Canadian Mint (Collector Coins, Sponsorship), with RCM Ad
Tracking (beginning in 2007)
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