The Brand
Metro is a ‘freesheet’ daily newspaper intended for commuters in big cities, mainly during rush hours. Globally, Metro has 24.8 million daily readers, with 1.3 million being in Canada alone. Metro Toronto is owned by Torstar.
Fervent Events staffed several street team campaigns for Metro distribution at busy TTC stations across Toronto.
Street Team Activation in Toronto
As of June 2015, Metro Toronto was unable to distribute newspapers inside the TTC anymore. Metro decided to employ street promoters to distribute outside stations during peak commuter hours. After 8-weeks, Metro was unhappy with the agency they hired and commissioned Fervent Events and another agency to take over in October 2015.
Fervent Event Planning & Promo Reps
Fervent were give 10 promoter spots at first until we proved we were capable to manage more. Over the next few months Metro increased Fervent promoters until Fervent were providing 50 per day by December 2015. Fervent Events assembled team leads & promo reps, implemented training, and gave out perks and bonuses for good performers – none of this was done by the predecessor company. Fervent also gave daily recommendations to the client on what stations could manage higher numbers of newspapers, increasing distribution.
The Results
- 25% distribution increase within 6-weeks. Stations that used to distribute 500 now distributed 600 papers daily. One station had growth of 120%.
- 100,000 papers distributed weekly.
- 7.8 million papers distributed between October 2015 & March 2017.
- March 2017 Fervent were awarded a 1-year contract to manage ALL Metro promoters – 72 reps per day inc leads and subs.
