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question 1 answer: overview of capabilities



resumes of key invividuals or agency background




Alberta teachers association

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Alberta teachers association

TAG has had a working relationship with the ATA for over 11 years now. What started as a simple needs communications package has evolved, over time, to a partners in strategic thinking and brand building relationship.


Given our history it would take far too long to give you the full account of what we have done. However to provide some insight as to break-though thinking we have included a project from 2013 and our more recent campaign.


The ATA has always struggled to make sure their communications reach the right targets. In election years that target expands more than a little. For Public schools funding has always been a priority. But the public holds little sympathy for any organization just asking for more money. Our job was to create a way that made villains out of budget cuts. Our strategy was simple: state plainly what was happening with numbers. Just the facts. Although we presented those facts with a child’s drawing and voice.


Although the message was fairly simple it was the first time the public was really introduced to something that would later on be the single most called out feature in the ATA’s fight for funding. That was class size.


We had successfully projected positive images around teaching and the need for great teachers in the school system but this was the first time the parents of kids in Public Schools saw their kids being affected. Every research group after would always mention class size as the single most important issue facing education today. It helped rally the troops and gave the teachers a far better perception than previously held. In communications we have put forth since that time we endeavour to keep that issue top of mind.

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Six years later we were again faced with more uncertainty of funding. With an election due any moment the ATA needed to secure the publics trust and make sure whomever they voted for would hold School Funding a priority. However there are even more rules around what is perceived as electoral advertising so we had to tread carefully. In a bold move we suggested that maybe the Government wasn’t the real face of education but we are. We are the ones you should trust when it comes to those decisions. Again just saying that would ruin every good thing we’ve done. So we wrapped the message in child’s story. Again the first time the ATA has ever done that. The scripts were written around every single message the ATA needed to present. And if you listen carefully past the emotions you can hear our needs brought forth. By letting the kids say their teachers are great the ATA in turn looks good.


These videos launched as 2 minute movies, 30 sec pre-rolls online and even as ads in Cinema Theatres. The response has been overwhelming. We have since taken the ‘Face of Education’ onto billboards, magazines and even grocery bars.

Calgary Board of Education


Word of mouth brought them to our door only after their internal communications couldn’t solve their need. They required a website and other supplemental material to announce and expand on their thoughts on a new curriculum. We started with a logo and carried our ideas through to a full website that they could in-turn, populate and update.

Calgary Public Schools Local 38


We organized the organizers. A complex ask to make simple we were charged with creating a standard they could follow and monitor themselves over time. They didn’t want a new logo but we had to find a way to make everything they touched cohesive. Although they required and amazing amount of distinct materials the most important document was their new Brand Standards book.


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