MARKETING
CAUSE RELATED MARKETING
CAUSE RELATED MARKETING
SILVER
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 750,001 to 1,000,000 sq. ft.
of total retail space
Community Impact
Lambton Mall
Sarnia, Ontario
I Am Someone
Coquitlam Centre
Coquitlam, British Columbia
Owner: Kingsett & OPB
Management Company: 20 Vic Management Inc.
Owner: Pensionfund Realty
Management Company: Morguard
Sarnia-Lambton YMCA struggled with a stigma
that the public believed they drive enough funding
through membership dues and child care fees.
This is not the case: they depend on donations to
support charitable programs. One in five families
that participate in YMCA programs require financial
assistance from the community. In October 2014,
Lambton Mall selected YMCA’s “Strong Kids”
Program as their 2015 Community Impact Program
to benefit strategically aligned goals: provide health
and fitness for kids in the community. The Program
created three unique family-oriented events to drive
awareness and fundraising: A mall-wide Family Day
celebration on February 16 followed by a Spring
Fashion Show on April 9 and a Patio Party on May
23. Mission accomplished! Strategic advertising drove
2,080,282 impressions and delivered an important
awareness for the Lambton-Sarnia YMCA Strong
Kids Program. Plus, there was the generosity of
the community who donated $5,696.66 in cash
with another $14,885 received through in-kind
contributions from retailers, suppliers and local
businesses.
Following the suicides of a number of Port Coquitlam
teenagers, Coquitlam Centre partnered with the “I
Am Someone Ending Bullying Society” to launch
Canada’s first bullying help text messaging service
in the Tri-Cities area. Titled txt2TALK, they grew I
Am Someone’s (IAS) launch budget by $161,565
and generated 29.8 million impressions. To assist
with operational costs and keep the service top-ofmind throughout the 4-month pilot, they fundraised
$21,785 through a series of initiatives including
“The Ultimate Online Auction” and delivered 8.7
million impressions of media coverage. As a result,
the txt2TALK program has been extended to the
entire Lower Mainland, and IAS had $8,500 in grant
applications approved.
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