The Weekend to End Breast Cancer - Case Study
The Weekend to End Breast Cancer is a leading national fundraiser for breast cancer research and treatment. Benefiting six institutions across Canada, it has raised over $150 million since its inception six years ago. Becoming a household name almost overnight it was catapulted to the position of leading breast cancer fundraiser.
Our Mission
- To distribute marketing materials in urban areas each winter since 2004.
- To drive registrations and build the donor base.
Project Scope
With events in cities across Canada and the U.S., we have hired, trained and managed teams in Victoria, Vancouver, Fraser Valley, Calgary, Edmonton, Winnipeg, Toronto, Mississauga, Oakville, Burlington, Kitchener-Waterloo, Hamilton, Barrie, Ottawa, Hull, Montreal, Quebec City, and Indianapolis Indiana. We are tasked for each project with the distribution of over 30,000 POP units and over 1.5 million brochures within an 8-week timeframe annually. We hire crew in each city achieving teams of 150-200 nationally, and producing an extensive resource database of 1000s on each project.
Game Plan
- Recruit talented team leaders and motivated, productive field crew in each event city who will be out distributing materials daily.
- Develop a highly effective execution plan covering busy urban areas specifically targeting women between the age of 35 and 55, university educated and affluent.
- Recruit, train and manage crews with fluency in French language in Ottawa, Montreal and Quebec City.
Challenges
- Recruitment during the Christmas season, a time when many people pause their job hunts, and when busy retailers are less receptive to our visits.
- Keeping our teams excited, motivated and passionate for outdoor distribution work in some of our coldest weather of the year, in January and February.
Results
Completing projects on time consistently, we have navigated through unexpected last minute situations with weather, people and materials, staying focused on maintaining daily productivity to meet project timelines. Our expertise in recruitment has enabled us to hire talented, committed field crews. We thoroughly train each one of our team members, immersing them in the brand, energizing them with the client's passion to achieve exceptional success. We keep our teams energized and focused with ongoing coaching and management.
Achieving one of the lowest cost per registrations in the media plan, the Weekend has reached its registration targets successfully, consistently each year.
We have produced highly visible POP placements, which have played a key role in building the Weekend's brand image in high value communities. This is a product of our competent processes: recruitment, thorough training, daily management and ongoing performance measurement.
Consumer Brand Field Market Research Survey
Our Mission and Scope
Our UK based client, representing industry leading tobacco, confectionary, cosmetics and liquor brands, carried out field market research in September 2008 in airports across Europe, Asia and North America. As their Canadian partner, our role was to manage a high performance field team in Toronto over a three-week period, successfully interviewing busy airport travelers covering 11 different questionnaires across the product range. Data was captured on high tech PDA units as well as utilizing traditional collection methods.
Our Game Plan
- To recruit talented tech-savvy team members who could effectively approach and successfully interview a large volume of travelers at one of North America's busiest airports. Each team member successfully underwent a security check in order to be granted airport security access for this period.
- Working within tight timelines, and with multiple points of contact and changing project dates and scheduling variables we mobilized a team who were required to collect a large volume of data within the parameters of each shift.
Results
Strong candidate selection, thorough training, and strong daily communications provided the framework for successful execution. Daily coaching and team-work enabled us to get all of the data collection completed within the limited schedule. The data we collected was forwarded to client within one week of completion, providing these leading brands with essential new customer data and insights to inform strategic planning for 2010 and beyond.
Team in Training - Case Study
The Leukemia & Lymphoma Society's Team In Training® (TNT) has grown to become the world's first, best and largest charity sports training program. More than 389,000 participants have trained with TNT at a range of marathon events.
Our Mission
- To distribute point-of-purchase marketing materials in urban areas on a quarterly calendar since 2005.
- To drive registrations and build the donor base for TNT in Canada.
Project Scope
Working with each of the Society's chapters across Canada, we hire, train and manage teams in Victoria, Vancouver, Fraser Valley, Calgary, Edmonton, Saskatoon, Toronto, Mississauga, Oakville, Brampton, Montreal, and Quebec City.
We carry out three to four distributions annually, under tight project timelines. These projects are highly targeted with respect to geographical coverage. Our goal is to provide the client the highest return possible on their registration materials.
Game Plan
- Develop a highly effective execution plan covering busy urban areas specifically targeting women between the age of 35 and 55, university educated and affluent.
- To effectively execute fluently in the French language as required.
- Tap into our database of experienced, talented field crew to execute within a few days to a few weeks.
Challenges
- Recruitment during low response seasons, winter and summer, at times when many people pause their job hunts.
- Achieve highly visible placements, to appear to be everywhere, with a limited quantity of materials.
- Completing projects on time consistently, we have navigated through unexpected last minute situations with weather, people and materials, staying focused on maintaining daily productivity to meet project timelines.
Results
- We have gained valuable knowledge of consumer reach in new neighbourhoods in some of Canada's fastest growing cities. We test out and continually refine our understanding of where to reach demographically targeted consumer populations.
- Our expertise in recruitment has enabled us to hire talented, committed field crews. We thoroughly train each one of our team members, immersing them in the brand, and energizing them with the client's passion to achieve exceptional success. We keep our teams focused and productive with ongoing coaching and management.
- We have produced highly visible POP placements, which have played a key role in building TNTs brand image in each chapter of the Leukemia & Lymphoma Society.
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