Objectives

• Drive qualified traffic to CYBF application process to help meet targets: ON, BC, SK

• Create intrigue and buzz in the marketplace to help differentiate CYBF from the competition and break through the clutter.

Target: Canadian Young Adults, 18-39

• Envision themselves as start-up / small business owners, don’t necessarily identify as a capital ‘e’ entrepreneur.

• Have an idea for a business, may or may not have taken any active steps to make it actionable.

• They are motivated by their passion: passionate about something they love doing, want to create something of their own, want more control & balance in their lives.

• They are hindered by barriers: fear of failure, lack of knowledge, doing it alone, financial risk.

• Public Relations

• Social Media

• Digital

• Facebook

• RTB – Programmatic Buying

• Adwords

• LinkedIn

• Starbucks WiFi

• Offline

• Grassroots Coffee House Program

• Wild Postings

• Mall Media

Campaign spend of $207,000.

Across 3 markets: ON, BC, SK.

Required team to be selective in tactics that would drive high returns for smaller investments.

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January 6th – 31st

• 88 media stories (online, print, radio, TV)

• 33,836 unique landing page visits

• 8,990 online interactions with 31.1 million impressions

• 431 new Twitter followers

• 5,348 new Facebook followers

• 62,128 digital ad clicks and 51.6 million impressions

• 16 coffee shop meet-ups with over 80+ attendees