The Giving Tree TABLE OF CONTENTS DOCUMENTATION
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PR SUMMARY 16
10 DÉCEMBRE de 13H À 15H Assistez à la compétition de décoration d’arbres de Noël la plus drôle en ville !
ACHETEZ UNE BOULE POUR LA
cause
SU IVE Z-NOUS SU R
|
2$
AU PROFIT DU
CAR R E FOU RCHAR LESB OU RG.COM
A symbol of the season, the Christmas tree would be at the center of the campaign. Shoppers could purchase a pre-packaged bag of food or donate by purchasing baubles to be used for the celebrity tree decorating challenge.
All those who purchased an ornament could add a personalized message. Mall retailer, Rossy, donated both the ornaments and the Christmas trees for the campaign, a $1,250 value.
Inspired by National Lampoon’s Christmas Vacation, teams were challenged with obstacles (like tangled lights) to complicate the decorating process. Led by celebrities, teams had 45 minutes to decorate their tree with a crowd of shoppers watching and cheering them on.
15 families in need (50% more than our goal) received a beautifully decorated tree at the conclusion of the event.
Donation headquarters were set up in centre court and a nearby empty store was transformed to gather food donations; the vacancy was camouflaged with graphics to promote the event.
The donation centre was a hub of activity as volunteers dedicated 240 hours, working tirelessly to package 460 bags of food in reusable Carrefour Charlesbourg shopping bags. 140 families received food bank baskets, 27% above projections.
Forging new relationships with influential community leaders and leveraging partnerships, $8,302 was raised through sponsorships. The principal from a local high school rallied students for the challenge teaching them life’s greatest lesson, the gift of giving.
20 sponsors signed on (doubling our goal). 15 of these sponsors provided a team for the tree decorating contest. The Provincial Minister of Employment and a Federal representative both participated in the program, building tremendous profile for the centre.
Media partnerships eliminated the need for paid advertising. 10 media personalities, including the city’s TV news anchor, popular radio morning show hosts and 2 influential bloggers helped amplify the program, generating 306,511 impressions. Ad equivalent value: $8,068.
Adding tremendous credibility, radio station WKND91.9’s morning show host agreed to be the fund raiser campaign’s Ambassador, and enhanced awareness through 5 Live radio cut-ins.
Launching Carrefour Charlesbourg’s forée into social media, this campaign drove: 29,590 impressions through 48 interactions, 17 shared photos, and 9 dedicated posts from influential celebrities including the Provincial Minister, the Federal Deputy Minister
In addition to the food and cash donations, many people donated wrapped Christmas gifts, identified with age and gender. Santa (the mall manager) made a special appearance in the food bank headquarters distributing gifts to children and adding to the festive holiday atmosphere.
A true testament to the generosity of the community, 1,448 canned or boxes goods of food were donated over the 3 week campaign worth over $1,800.
This ambitious effort provided a tremendous lift to Carrefour Charlesbourg's budget. $25,366 was raised through donations and values, equal to 18% of the annual budget while the actual campaign accounted for a mere 4.8%. Total cost: $6,712.
In-Mall Signage
10 DÉCEMBRE de 13H À 15H Assistez à la compétition de décoration d’arbres de Noël la plus drôle en ville !
ACHETEZ UNE BOULE POUR LA
cause
SU IVE Z-NOUS SU R
|
2$
CAR R E FOU RCHAR LESB OU RG.COM
AU PROFIT DU
Facebook Image and Sample Dedicated Posts
Post Facebook
Post Facebook
https://www.facebook.com/bachandc/posts/1281892051854591?match=bGUgc2F waW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/ccqc2015/photos/a.339802719515191.1073741828.337 577799737683/693928697435923/?type=3&theater
https://www.facebook.com/BeauportNissan/posts/1283696 gc2FwaW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/pierrepaulhus2015/posts/1869792299921351
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PR Summary PRINT MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
Charlesbourg Express
14-Dec-16
1/3 page
49,411
-
$717
TOTAL - Print
$717
ONLINE MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
QuébecHebdo.com
10-Dec-16
Double Îlot
39,000
$20
$780
QuébecHebdo.com
10-Dec-16
Video-Pre-roll
39,000
$25
$975
CharlesbourgExpress.com
10-Dec-16
Double Îlot
15,000
$20
$300
CharlesbourgExpress.com
10-Dec-16
Video-Pre-roll
15,000
$25
$375
TOTAL - Online
$2,430
TELEVISION MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
TVA (CFCM)
10-Dec-16
35
23,400
$36
$843
TOTAL - Television
$843
RADIO MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
FM93
12-Dec-16
42
109,200
$26
$2,873
WKND
28-Nov-16
52
12,200
$19
$234
WKND
01-Dec-16
1:08
12,200
$23
$284
WKND
05-Dec-16
1:09
12,200
$23
$284
Marino
12-Dec-16
11
3,300
$14
$45
TOTAL - Radio
$3,719
PR Summary TWITTER MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
Catherine Bachand (@cathbachand)
Post
7,412
$20
$151
Sylvie Goulet (@Sylvie_goulet)
Post
2,521
$20
$51
TOTAL - Twitter
$202
FACEBOOK MEDIA
DATE
SIZE/FORMAT
IMPRESSIONS
CPM
MEDIA VALUE
Optométrie Charlesbourg
Post
749
$8
$5.99
Pierre Paul-Hus (député fédéral)
Post
2,286
$8
$18.29
École secondaire Saint-JeanEudes
Post
3,515
$8
$28.12
François Blais (ministre provincial)
Post
1,113
$8
$8.91
Beauport Nissan
Post
7,707
$8
$61.66
Catherine Bachand (Animatrice à WKND 91.9FM)
Post
1,639
$8
$13.11
Ste-Foy Nissan
Post
2,648
$8
$21.19
TOTAL - Facebook
$157
TOTAL
$8,068
Press Release
1er DÉCEMBRE 2016
COMMUNIQUÉ DE PRESSE
POUR DIFFUSION IMMÉDIATE
« Le sapin aura des boules » 10 décembre 2016 13h à 15h
L’évènement Une quinzaine de personnalités artistiques, médiatiques, politiques et d’affaires de la région de Québec, ont accepté de s’affronter dans une compétition d’arbres de Noël divertissante, au profit du Patro de Charlesbourg. À l’issue de cet évènement, les 15 arbres décorés seront remis au Patro de Charlesbourg, pour être livrés dès le lundi 12 décembre, à des familles démunies. Il s’agit de la première édition de l’événement « Le sapin aura des boules », organisé par le Carrefour Charlesbourg avec la collaboration de plusieurs entreprises du centre commercial et institutions de la région, dont Côté, Bélanger, Mousseau Notaires et François Blais député de Charlesbourg, ministre de l’Emploi et de la Solidarité sociale et ministre responsable de la région de la Capitale-Nationale.
Une campagne de financement pour le Patro de Charlesbourg Afin de faire une différence dans la communauté à l’approche de Noël, le Carrefour Charlesbourg a choisi de s’associer au Patro de Charlesbourg pour leur donner un coup de main dans le soutien des familles dans le besoin. L’objectif majeur de la campagne de Noël 2016 est d’amasser des dons qui serviront à offrir un comptoir alimentaire de Noël à plus de 110 familles de Charlesbourg, soutenues par le Patro. La vente symbolique d’arbres et de boules de Noël, qui seront utilisés le 10 décembre prochain, est d’ailleurs le moteur de cette campagne de financement. Tous les dons et commandites amassés seront remis au Patro de Charlesbourg, Le Carrefour Charlesbourg assumant la totalité des dépenses encourues par l’évènement. C’est donc un rendez-vous le 10 décembre prochain, dès 13h, pour « Le sapin aura des boules », 1ère édition.
Sample Broadcast Transcripts TELEVISION TVA. DECEMBER 10/16. 35 SECONDS A dozen Québec City personalities decorated a tree in order to amaze funds for the most deprived this afternoon. The activity organized by theCarrefourCharlesbourga raised $ 8,300 to help 110 families supported by PatroCharlesbourg. The spokesperson for the event, who is the mother of a family, said she was affected by the poverty of families. -We sold his penalty, it was symbolic sales, with his sales he amassed donations to buy tragic and non-perishable food. People are invited to give us additional food. -The collection and up? -December 19th. RADIO 91.9 FM NOVEMBER 28/16 1 MINUTE, 9 SECONDS Mario Carrefour Charlebourg on December 10th between noon and three o’clock nor make your turn. On site there will be personalities from Quebec who will be there to decorate. Sapin, which will now be given to the boss of Charlebourg for families who can not afford to have 06:33:00 of fir trees. You have the opportunity to buy a Christmas ball at the cost of two dollars it’s pure will go into the fir trees that. Then will be handed over to the owners of Charlebourget at the same table we take advantage to amass your food no. Perishables you can do at the community hall call located at the entrance four of the time. Ford Charlebourgboulevard André Abou well, Roy. 91.9 FM DECEMBER 1/16 52 SECONDS We are, yes. I want to speak Carrefour Charlebois there is a great event that is coming on December 10 it is called the fir tree will have balls, it is very cool because we will decorate Christmas trees we will give families Which have been chosen by the boss of Charlebourget you have the possibility to buy a Christmas ball at the cost of two dollars that will go in the fir that will then go to the families of the boss of Charlebourg also we help you are asked for your help for the food counter Christmas is not too much Charlebourgil there is a community palisade so a point of fall for some non-perishable food, located at entrance four and you are invited to come to make your turn on December 10 thirteen hours at From 13:00 to 15:00 for the event. From the fir tree good aurades do not forget. 91.9 FM DECEMBER 5/16 1 MINUTE 8 SECONDS I’m talking about the Carrefour Charlebourgun super nice event at the end of the week I hope you will come to make your return to the event the fir tree will have balls in favor of the boss of Charlebourgalors it happens Saturday between one hour and fifteen hours in the Background is a number of personalities from the region of Quebec who will be gathered, people, business politics or artistic personalities you know, and it will be a competition decorate Christmas trees, then We try to do that football there of a funniest Joe hole or even the nicest it is or even the most beautiful it depends if you go there they go there their personality and the Christmas trees will go In families that were chosen by the boss of Charlevoix people who are not lucky that others have to be able to have a beautiful fir at home and in addition we go with the gifts that will be amassed by Sponsorships and the sale of Christmas ball we are going to offer a Christmas food counter for more than one hundred and ten families who are supported by the boss of Charlebourgbelle initiative Carrefour Charlebourg hopes to see you again this Saturday between one and three. 102.9 ECEMBER 9/16 11 SECONDS It tempts you to meet me tomorrow afternoon Carrefour Charlebourg is the fir tree will have balls for a good action would climb to the cardboard Charlebourg. FM93. DECEMBER 12/16. 42 SECONDS It is at Carrefour Charlebourg for the event the fir will have balls it was for the benefit of the boss of Charlebourg, and so he 05: 34: 00y has several personalities who were there participated in a charity event was a good yes ouile woman there was François Blais our minister of the national capital who was there there is worse pollution also deputy of Charlesbourg, with good of the Animators of TVA Sports Plus of this stop, no purpose noise, your.This really is really rewarding.
Print / Online
s en ligne des imprimés
.com/Actualites/2016-12-10/articlepour-la-creation-d%26rsquo%3Buntemps-des-Fetes/1
Versions en ligne des médias imprimés Charlesbourg Express http://www.charlesbourgexpress.com/?controllerName=article& page=1&contextId=4702238&siteId=196&action=changeRating &bizClass=article&bizId=4702238&rateValue=
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Social Media
Post Facebook
Post Twitter
Post Facebook https://twitter.com/cathbachand/status/807577794179899392
https://twitte
https://www.facebook.com/ecolesecondairesaintjeaneudes/posts/99455828731 9?match=bGUgc2FwaW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/ccqc2015/photos/a.339802719515191.1073741828.337 577799737683/693928697435923/?type=3&theater
https://www.facebook.com/pierrepaulhus2015/posts/1869792299921351
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Social Media
Post Facebook
Post Facebook
https://www.facebook.com/ecolesecondairesaintjeaneudes/posts/99455828731470 9?match=bGUgc2FwaW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/bachandc/posts/1281892051854591?match=bGUgc2F waW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/francois.blais.plq2014/posts/1796675727253136?match =bGUgc2FwaW4gYXVyYSBkZXMgYm91bGVz
https://www.facebook.com/BeauportNissan/posts/1283696931674112?match=bGU gc2FwaW4gYXVyYSBkZXMgYm91bGVz
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