|Location Calgary||Owner Sheenah Rogers|
|Employees 4||Founded 2008|
★ The Business
When it comes to communicating Calgary’s message to the rest of the world, there might not be anyone more dialed in than Sheenah Rogers. As the owner of Anstice Communications, Rogers has watched her firm land contracts with Calgary Economic Development, Calgary 2012, the Calgary Stampede and Tourism Calgary, or what she calls “the big four.” More impressive still is the fact that all four clients are outside the firm’s true area of expertise, which is the branding and positioning of real-estate projects.
★ The Case
Rogers might be a rising star in the PR business, but her background is actually in real-estate development. She worked as the marketing and communications director at Calgary Municipal Land Corporation, and helped sell the city and investors on its redevelopment. PR firms kept calling to find out how she’d managed that feat, and eventually she decided it was an opportunity rather than a bother. “Every PR firm was getting involved in real estate, but they didn’t know what they were doing,” she says. She did, so she decided to strike out on her own. She started with a kitchen table and a single client – Marble Canyon Developments, which is developing property in Fairmont Hot Springs, B.C. – but grew the business by offering more than her competitors. Still, it hasn’t always been easy. “It’s something that a lot of people have yet to wrap their heads around because they’re used to the traditional model: PR firms and ad firms working in their silos,” she says. What people don’t realize is that they end up spending more money that way than if they integrated all of that under one umbrella. But the clients we work with do get it.”
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