Canuck Place Children’s Hospice (CPCH) is BC’s palliative care provider for children with life-threatening illnesses, offering support for both patients and their loved ones. Their team of physicians, nurses, therapists, staff, and volunteers provides a suite of services, including medical care, pain management, art, music, recreation therapy, and grief counseling.
The Challenge
Each year, CPCH drives donations with their “Full Life” and “Light a Life” campaigns. However, COVID-19 removed one of their largest fundraising sources — in-person events. CPCH needed a digital plan, with a full-funnel media strategy and a new creative concept that brought their story to life online. The goal was to generate $7 million from September 2020 to March 2021.
The Solution
We began by building the campaign’s new creative concept: “Canuck Place is.” Ready to adapt and evolve for different platforms and audiences, “Canuck Place is” would let CPCH educate, tell stories, and ask for support. Major Tom paired this concept with a full-funnel marketing strategy to drive audiences from awareness to engagement to donation.
We developed a media plan with specific audience research and customized key messaging to engage different potential donors more effectively. Once the campaign was in motion, we continuously monitored donations to prioritize higher-performing channels and top-performing ad creative. This ongoing optimization helped drive consistent results.
The Results
Both the “Canuck Place is” concept and the accompanying campaign exceeded expectations, with:
2021/22
STAKEHOLDER BUY-IN ON A REBRAND USING THE NEW CONCEPT
7M+
DOLLARS IN DONATIONS ONE MONTH BEFORE THE ORIGINAL TARGET
The biggest success for us is that the Major Tom creative team absolutely nailed the concept for this campaign. They created simple, effective, and powerful visuals and ad copy that resonated with our target audience and ultimately exceeded our fundraising goals.
Lisa Pratt, Canuck Place Children's Hospice
Manager, Communications and Marketing
Major Tom’s understanding of brand integrity and expertise in paid media greatly improved cost per acquisition, customer reach and transactions, all while lowering digital marketing costs.
Lucinda Betteridge, Loeffler Randall
eCommerce Manager
Major Tom are always being pro-active and giving strategic advice around how you can improve what you are doing and grow your business.
Lisa Hurlbutt, Arts Umbrella
Senior Director, Marketing and Communications
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