Data: How Third Party Advertiser donations were spent in the Calgary municipal election

Your 2021 – 2025 Calgary city council. DARREN KRAUSE / LIVEWIRE CALGARY

More than two million was spent by Third Party Advertisers (TPA) in Calgary’s 2021 municipal election to aid candidates or issues in the lead up to the October vote.

Below is a breakdown of each of the TPA expenses. You may recall in a previous LWC story that donor names were redacted. Calgarians won’t know who this money came from.

Overall, Third Party Advertisers spent at least $2.23 million in advertising and other related expenses throughout the 2021 campaign.

Of these, Calgrians for a Progressive Future spent the most at $1,615,304, and ABC Ward 12 YYC the least with $625.

ABC Ward 12 YYC

ABC Ward 12 YYC spent the least of all of the TPAs ​​in the 2021 municipal election, at a comparatively minuscule $625.

Their expenses were made up of $334.19 in campaign expenses, and a $290.81 donation to the Calgary Women’s Emergency Shelter.

Expense Value
Donation to the Calgary Women’s Emergency Shelter $290.81
Crystal Ink Design Services and Branding $262.50
Website $30.68
Bank Charges $17.05
Accounting Fees $12.60
Shipping and Delivery $11.36
Total $625.00
Expense Value
Point Blank Creative $1,564,500.02
Lead YYC Donation $20,000.00
Polling $9,450.00
Consulting $9,240
Miscellaneous $3,833.56
Legal Fees $3,780.00
Accounting $2,362.50
Corporate Registry $1,501.33
Website Domain $330.80
Bank Fees $305.71
Total Expenses $1,615,303.92

The TPA itemized their advertising spend for print, digital, paid media management, broadcast voice messaging, video production, and vote planning advertising tool at $505,917.13.

Advertising Expense Item TPA Notes Cost
Digital Ad Spend Total spend on Facebook and StackAdapt advertising $327,609.33
Video Production Production of Calgary’s Future brand video and re-edit $59,456.25
Digital Advertising Production Copy and design of 83 boosted posts, endorsement ads, contrast ads, vote tool ads, advance vote ads, election day ads $47,125.41
Paid Media Management Paid media planning, digital ad building, digital and advertorial ad placement, digital ad optimization, and monitoring $28,328.72
Print Advertising Production Copy and design of 9 advertorials, copy, design, and printing of posters $16,145.85
Print Ad Spend Total spend on Great News Media advertising $13,437.67
Make a Plan to Vote Web Tool Design, copy, and development of Make a Plan Vote web tool (promoted via paid advertising) $10,290.00
Broadcast Voice Messaging Total spent on production and broadcast of 4 BVMs $3,523.91
Total $505,917.13
Vendor Description Expense
Curbex 176 outdoor advertising sign rentals $55,977.60
Process Color Print Signs, including lawn signs $38,024.07
SqueezeCMM Marketing campaign and media fees $35,700.00
Great News Media Full page color advertising for 86 community newsletters $35,376.34
1879897 Alberta Corporation Live and automated phone calls $24,990.00
Pattison Outdoor Advertising Outdoor advertising at 96 locations across Calgary $21,294.00
Mountain View Printing and Graphics Post cards, business cards, banner stands, dry erase poster, lawn signs, Spolombos signs $11,607.95
Sleek Machine, LLC Strategy, brand ID, creative concepts $8,387.91
CIPR Communications Media spokesperson and public relations $8,327.82
DoMuch Concepts T-shirts, masks $6,483.75
Joe Media Group Video production $5,500.00
Rogers Sports and Media 526,200 digital ad displays in elevators across Rogers’ condo and rental ad networks $5,250.00
Suburban Journals Full page color ads for Bearspaw, Rocky Ridge, Royal Oak, Scenic Acres, Silver Springs, Tuscany, Valley Ridge, Varsity, and Skyview for September 2021 $4,477.20
Jon Dutkiewicz Website design and maintenance $3,790.00
Framework Virtual Services Graphic design $2,257.15
Sign Depot Orlando, via Amazon Lawn sign H stakes $2,251.85
RA2 Inc Hero images for postcard $1,645.37
Stang Photography Corp Photography $945
PrintHound Lanyards $838.95
Allrush Print and Apparel Aspen Properties car decals, lawn signs, banner stands $726.14
Total $273,851.10
Vendor Description Cost
Vincent St. Pierre Social media support, website development, and brand support $13,000.00
Mountain View Printing and Graphics Signs including lawn signs $7,475.76
Facebook digital advertising $6,578.91
First on Color Post cards, letter mailout $4,710.95
The PrimeContact Group Voice broadcast $3,150.85
Nationbuilder Website $160.30
Jason Sokolosky Sign delivery $1,250.00
Canada Post Stamps $1,159.20
Six Cent Press Buttons $1,103.09
Bellweather Technologies Telephone town hall $840.00
Rob Maybury Signs, installation, and removal $642.50
Google Domain name and Google Workspace $616.58
Staples Office supplies $390.21
123FormBuilder Website form $92.93
Walmart Sheets for photo shoot $89.73
Twibbon Twitter ribbon $10.00
Total $42,717.01
Fluoride Yes TPA expense disclosure

Lead Calgary

Lead Calgary indicated that they incurred $15,442.50 for election advertising expenses, and $870.38 other expenses for a total of $16,312.88.

The TPA included costs for two vendors for their election advertising campaign.

Vendor Description Cost
Facebook Facebook advertising for Ward 1, 2, 3, 6, 9, 11, and 13. Ads for candidates Jeromy Farkas, Kim Tyers, Brent Trenholm, Rob Ward, Steve Webb, Sanjeev Kad, and Dan McLean. Anti-candidate advertisements against candidates Jyoti Gondek, Gian-Carlo Carra, and Kourtney Branagan (Penner). Total reach of 409,239 people. $10,000.00
Far and Wide Messaging Website design, hosting, graphic design, digital ad design, advertising campaign management, and communications $5,442.50
Total $15,442.50
Expense Value
Contractors $74,943
Research $19,644
Advertising $7,982
Office Supplies and Expenses $5,677
Total $108,246

The TPA only provided documentation for individual Facebook vendor transactions, for a total of $3,331.67.

These were used for Facebook ads for candidates Jay Unsworth, Evan Spencer, and Jasmine Mian.

The ads targeted the communities of Millrise, Silverado, Bridlewood, Canyon Meadows, Shawnee Slopes, Woodbine, Whanessy, Woodlands, Evergreen, Yorkville, Mahogany, Cranston, Seton, Auburn Bay, Copperfield, New Brighton, McKenzie Towne, South Foothills, East Shepard , Shepard, Hidden Valley, Panorama Hills, Coventry Hills, Sandstone Valley, Harvest Hills, Carrington, MacEwan Glen, Livingston, Country Hills Village, and Country Hills.

Look Forward Calgary TPA expenses disclosure

Responsible Representation Political Action Committee

The Responsible Representation Political Action Committee indicated that they had expenses of $23,957. This was made of up of two categories: $8,312.02 for operating expenses, and $15,645.87 for marketing, advertising and consulting.

The TPA provided supporting documentation for payments to vendors which totalled $25,214.32 in expenses.

Included in the supporting documentation was reimbursement for Shane Keating for $1,879.76 for the Google and Facebook ads placed onto his credit cards. This was not included in the table below to avoid duplication of costs.

Vendor Description Cost
Justason Market Intelligence Design and delivery of automated survey for Wards 4, 11, and 12 $10,000.00
Intercede Communications IVR calls to 23,487 phone numbers in Ward 2, 1,145 phone numbers in Country Hills, 14,041 phone numbers in Ward 7, and 17,979 phone numbers in Ward 4. $3,787.98
Crystal Ink Social media templates, social media strategy, candidate social media management, google ad management, website design, branding strategy and visual design $3,150.00
Rose LLP Description of services redacted under section 17(1) of FOIP act $1,946.70
Google Advertisements for meet DJ Kelly, meet Jasmine Mian, meet Evan Spencer, meet Erin Waite, meet Courtney Walcott, meet Diane Colley-Urquhart, and ad for TPA $1,673.78
Stat Strategic Communications Live and answering machine phone call messages, phone list rental $1,476.83
Best Buy iPad Pro $1,313.74
Facebook Facebook ads for TPA, DJ Kelly, Jasmine Mian, Evan Spencer, Erin Waite, Courtney Walcott, and Diane Colley-Urquhart $841.71
Vistaprint Letterhead, business cards, presentation folder $446.21
Shane Keating Reimbursement for three months of Zoom and Telus cellphone line $336.36
Squarespace Website $192.01
Shutterstock Photography $49.00
Total $25,214.32

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