RBC SPORTS DAY IN CANADA! - January 29, 2015! Canadian Sport for Life -National Summit!
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RBC SPORTS DAY IN CANADA!
January 29, 2015!
Canadian Sport for Life -National Summit!
Partners
Presenting Partners
ParticipACTION CBC True Sport
Title Sponsor
Government Partners and Sponsors
at
2 the
Presentation Overview
History
Partners
Opportunities
Successes
Call to Action
Q&A
3
RBC Sports Day in Canada 2014
POST-SHOW:
4
RBC Sports Day in Canada
RBC SPORTS DAY IN CANADA is a national celebration of sport to strengthen communities and get
Canadians moving.
Vision
The vision of RBC Sports Day in Canada is to reach out to all Canadians to build, solidify and
celebrate the role of good sport in our country through a dynamic, energetic and influential
movement that inspires Canadians to move more.
5
Goals and Objectives
Mobilize Communities and Engage Organizations
RBC Sports Day in Canada is an opportunity for all Canadians to celebrate the power of sport,
build community and national spirit and facilitate healthy, active living.
• Leverage local resources
• Attract local media attention
• Create community partnerships
• Encourage greater participation in sport
• Demonstrate the value/power of sport in communities
• Showcase local resources (e.g. teams, clubs, facilities, organizations)
6
Go For It
Play Fair
Respect Others
Keep It Fun
Stay Healthy
Include Everyone
Give Back
Program Elements
• Community Engagement
• Event Supports
• Marketing and Promotions
• Broadcast
• Social Media
• Public Relations
• Government Relations
• Evaluation
9
Community Engagement
Targeted communications to community leaders to encourage event hosting,
registration and promotion through outreach and supports.
• Sport Community (NSOs, PSOs and MSOs) and their
network of coaches, athletes and volunteers
• Past event organizers
• Community organizations
• School communities
• Workplaces
• Recreation facilities
• P/T Coordinators for Teen Challenge
• Government
• Canadian Armed Forces
• RBC Learn to Play grant recipients
10Event Supports and Benefits
Supports Benefits
• Celebration kits • Guaranteed callout of your event on
the CBC broadcast ticker tape
• Grants to support events
• Customizable promotion tools • Potential to be featured on national
CBC sports television
• National media relations promoting
RBC Sports Day in Canada • Potential to be featured on the
national broadcast or in a short video
• Opportunity to access high-profile presentation
athletes/spokespersons
• Potential to be highlighted on the post
show
• Potential news media coverage on
local CBC television and radio
11Key Components
Broadcast, communication
Public Relations and Media
and promotionKey Components
Jersey Day
ContestsSports Day in Canada Health Impacts
• RBC Sports Day in Canada continues positively to impact healthy behaviours, with more than
half of Canadians reporting they have increased intentions to be healthy and active as a result
of the program.
• More than half of the event hosts report increased benefits to their organizations including
increased interest in their organizations and participation in their programs.
Those aware of the program feel the program is Healthy, Active, Athletic, Canadian and Fun.
56%
52%
57%
63% 62%
Source: IMI International Post Evaluation Survey. Top sentiments also among Most Essential elements to make
Canada better.
14Sports Day in Canada over 5 Years
330 4.4M 7600 560 >400/yr.
ParticipACTION
grants
Alpine Skiing Boxing Karate Rowing
Aerials Cricket Kayaking Running
Downhill Curling Lacrosse Sailing
Freestyle Skiing Dodgeball Luge Sit Volleyball
Moguls Field Hockey Mountain Biking Skeleton
Ski Jumping Football Nordic Skiing Sledge Hockey
Figure Skating Biathlon Snowboarding
Ballroom Dancing Goal Ball Cross Country Soccer
Baseball Golf Para-Canoeing Speed Skating
Basketball Gymnastics Recreational Skating Street Hockey
Bobsleigh Hiking Rock Climbing Swimming
Bocce Ball Hockey Ringette Track & Field
Judo Roller Blading Volleyball
Wheelchair BasketballCBC 16
CBC/R-C and RBC Sports Day in Canada – Why?
Speaks directly to the relationship CBC/R-C wants to have with Canadians and
sport
“CBC will be the public space for Canada’s Sports Conversation…..”
• Be distinct by celebrating the defining moments of Olympic Sport and the
incredible athlete journey.
• Harness the power of Sport, its stars, stories and events to deeply engage a
diverse audience.
• Inspire Canadians with the virtues of sport, its significance to our evolving culture
and national pride.
17CBC/R-C and RBC Sports Day in Canada – What?!
Lead-in to the Day:
• National and Regional promotional campaign with co-branded promo sports for
the Contests and the Day
• Digital promo campaign including a website that hosts the contests and event
registration, stories about the participants, challenges to organizers and
communities, video and social media
• Cross genre content Kids’ CBC, Steven and Chris, Radio and Story syndication
On the Day:
• Hosted from a remote location live with additional live remotes
• Feature stories
• Four hour broadcast with 60 – 90 minutes of specific content
• Digital – Website, Twitter, Facebook
18CBC/R-C and RBC Sports Day in Canada –The Results?
RBC Sports Day in Canada has become established as a broadcast and
digital event
Broadcast 2012 2013 2014
AMA (2+) 62,000 123,000 172,000
Reach 312,000 366,000 617,000
Social Media
Facebook Reach 2014 500,000 vs 50,000 in 2013
Twitter Impressions @cbcsports 400,000 and @cbc 131,000
19Success Stories
• CIS
• RA Centre
• Ringette Canada
• City of Brampton
• Canadian Armed Forces
• Coaches Association of Ontario
• Reseau Acces Participaction (RAP)
20OUR SPORTS DAY IN CANADA
EXPERIENCE
JANUARY
28,
2015
WHO IS THE RA?
▪ The
RA
is
a
member-‐based,
not-‐for-‐profit
AssociaAon
for
anyone
in
the
NaAonal
Capital
Community.
▪ The
RA
operates
two
major
faciliAes
and
10
government
fitness
centres
in
the
NaAonal
Capital
Region.
▪ The
main
facility
called
the
RA
Centre,
is
located
at
2451
Riverside
Drive,
includes
36
acres
in
the
heart
of
OPawa
and
offers
a
fitness
centre,
arena,
curling
rink,
badminton
gym,
squash
courts,
racquetball
courts,
soccer
fields,
soccer
dome,
gymnasium
(basketball,
volleyball),
gun
range,
archery
range,
dojo,
bowling,
beach
volleyball
court,
soVball
fields,
outdoor
pool,
Fieldhouse
Bar
&
Grill,
Pro
Shoppe,
parking.
▪ The
Rideau
Tennis
Club,
located
at
1
Donald
Street,
offers
19
tennis
courts
in
the
summer
(clay
and
hard),
8
dome
courts
in
the
winter,
clubhouse
with
lounge,
change
rooms,
conference
faciliAes.
Visit
the
RACentreO.awa
on
2/11/15
22
OUR SPORTS DAY Visit the RACentreO.awa on
OUR DAY INCLUDED:
▪ Sports
Camp
Breakfast
▪ Open
use
of
certain
parts
of
our
facility
▪ Marketplace,
Scavenger
Hunt,
Trivia,
Giveaways
Why?
▪ Put
a
stake
in
the
ground
and
see
if
we
could
create
an
annual
event
–
leverage
the
investment
already
being
made
by
the
event
partners.
Visit
the
RACentreO.awa
on
2/11/15
24
SPORTS CAMP BREAKFAST Visit the RACentreO.awa on 2/11/15 25
OPEN HOUSE @ THE RA Visit the RACentreO.awa on 2/11/15 26
TRAINING AND WHEELCHAIR
SPORTS
Visit
the
RACentreO.awa
on
2/11/15
27
ACTIVATION Visit the RACentreO.awa on 2/11/15 28
ACTIVATION Visit the RACentreO.awa on 2/11/15 29
QUESTIONS ? Visit the RACentreO.awa on
Call to Action
1. Register an event - host try-it events, open houses, bring a friend day,
or leverage local registration events
2. Promote Sports Day & Jersey Day to your network
3. Connect with local schools, clubs and municipalities to create a larger
event
4. Register and build on pre-existing sporting events (championships,
league games etc.) as a Sports Day event
5. Leverage Sports Day to celebrate the Year of Sport 2015 in your
community or organization
sportsday.cbc.caThank you!
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