3. About CBCF
The Canadian Breast Cancer Foundation is Canada’s
leading breast cancer charity through:
• funding relevant, impactful and innovative research
• supporting and advocating for the breast cancer community
The Foundation is a trusted leader
The Foundation is the country’s leading organization
committed to creating a future without breast cancer and
since its inception over 25 years ago, has invested over $248
million in the most relevant and innovative research.
The Foundation has a highly recognizable brand and enjoys
significant brand value.
Insight and Perception
CBCF ranks in the top 5 national charities measured for
support and in the top 3 for brand perception.
(C’volution,TrojanOne)
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4. Activating our community
Last year:
• Yard Sale for the Cure’s media presence
generated almost 400,000 impressions
with consistent RTs from the blogging
community
• 70,000 Ontarians participated in the
Canadian Breast Cancer Foundation CIBC
Run for the Cure
• CIBC Run for the Cure’s Virtual Run site
raised $118K, an increase of 22% from the
previous year
• CBCF Ontario introduced a writing letter
campaign to improve quality breast cancer
screening in Ontario. Over 20,000 letters
were sent to the Ontario Government and
during the first two weeks of the
campaign, our social media audience
increased by 400%
• CBCF was awarded the most
influential non-profit in social media
by Hill & Knowlton (Oct 2011) CBCF Facebook page
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5. Yard Sale for the Cure
Yard Sale for the Cure (YSC) is a Canada-
wide, community-driven movement
organized by groups and individuals
committed to creating a future
without breast cancer.
Created in 2005, by breast cancer survivor
Rachael Smith, YSC raises money by
encouraging corporations,
communities and individuals to hold a
series of yard sales in neighbourhoods
across Canada.
Her first yard sale in the Toronto Beaches
raised $45,000. Now Yard Sale for the
Cure has 225 communities
participating across the country.
Over $1.3 million raised to date!
6. Target Audience
• Our message that “Anyone can host a sale – at home or online” is
relevant to adult women of all ages in every stage of life, all
ethnicities and socioeconomic backgrounds.
• Our hosts tend to be 40+ years of age with 80% having strong
connections to the cause – for themselves, and as children, mothers,
sisters, aunts and friends of those who are also connected.
• Shoppers of yard sales vary depending on the area of the sale and
the people hosting them. Over 90% of hosts surveyed, said families
shopped their sales.
• Our media strategy will be to build upon 2012 with Print, (women’s
magazines, Daily newspaper with regional representation, Editorial content/partnership), Radio,
a new website (micro-series, user generated video, features) and an integrated
social media plan.
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7. Marketing Channels
To capitalize on the Foundation’s large online follower base, Yard Sale for the
Cure’s marketing channels are primarily online, with radio and print media
seamlessly integrated into the overall marketing channels.
Facebook Page Yard Sale for the Cure Website Yard Sale for the Cure
Print/OOH
8. Top Yard Sale Sites
Ontario Top 5 Sites:
Toronto
Burlington
Simcoe
St. Catherine’s
Vaughan
FAST FACT:
50 corporate sales occurred in
Ontario on May 26, 2012
9. Media Reach
Since Yard Sale for the Cure became a proprietary Foundation
event, the number of media impressions has consistently FAST FACT:
increased. Yard Sale for the Cure resulted
in 59 print, online articles and
In 2012, Yard Sale for the Cure’s media impressions were 34 blog posts, tripling the amount
Million, up from 17.8 Million in 2011. As a result Yard Sale from 2011.
for the Cure received more community support and media
coverage.
10. Become Involved
Yard Sale for the Cure provides opportunities for
companies to both engage their customers and
employees at the grassroots level.
Some ways Benjamin Moore can become involved:
• Promote Yard Sale to your customer base (e.g.
integrate Yard Sale into your marketing activities)
• Challenge your employees to engage and
activate their neighborhoods and communities
•Host a design themed Yard Sale
• Hold refurbishing & painting
workshops at community sales
• Encourage retailers to host their
own Yard Sale, or shop at a Yard Sale
near them
Become a sponsor.
11. Recognition
• Acknowledgment as an Official Sponsor of Yard Sale for the Cure in the GTA and
across Ontario-Atlantic
• Advertising & Promotion:
– YSC Radio ads played on media outlets with, “Benjamin Moore, Official Paint Sponsor of
Yard Sale for the Cure”
– On-site signage acknowledging Benjamin Moore as the Official Paint Sponsor at the
community and corporate activations
– Display space on-site at all community and corporate activations
– Opportunity to provide promotional items/material in the Ontario kits (160)
• PR/Host event – National Home Show (March 15-24, 2013)
– On-site signage acknowledging Benjamin Moore as our YSC partner
– Opportunity to provide product as incentive prizing during the NHS
– Opportunity to promote a contest in conjunction with the event
– Opportunity to provide promotional items/material in the branded bags (5000)
– Opportunity to provide promotional materials at the CBCF Yard Sale for the Cure booth
– Opportunity to provide promotional materials in the YSC bags distributed to YSC contest
registrants
12. Recognition
• www.yardsaleforthecure.com and cbcf.org/Ontario and Atlantic
sites
– Logo recognition on the Sponsors and Partners section of the website.
– Includes link to full page layout and description of partnership, including
a link out to your Benjamin Moore website.
– 8,000 visitors to Yard Sale for the Cure website , March-May 2012 period
– Host a Featured Auction with your branded car, motorcycle or
premium service and be featured online and onsite at NHS.
• Yard Sale for the Cure e-communications:
– Recognition in e-communications slated for distribution during Yard
Sale season, March 25th to September 30th
– 245,000+ subscribers
• Logo on all t-shirts produced for province of Ontario (760)
• Online Celebrity Yard Sale “Webisodes”
– Opportunity to place product or CEO in an episode of the YSC Micro-Series
– Brand association with celebrity, YSC and on site activation at local sites
13. Activation Opportunities
Activate at National Home Show and large community YSC sites:
• The Benjamin Moore™ UPCYCLE Station
where guests can learn new trends and try paint
techniques, and refurbish their sale items
• Cross promotions, demos workshops and
product giveaways with Benjamin Moore
spokespeople
• Opportunity to provide branded product bags
for all YSC purchases at community events
• Logo to be included in onsite thank you
signage*
• Benjamin Moore™ Thank You Host Gift
redeemable for those who submit funds by 5pm
on May 25th
(*sites TBC)
14. Your investment of $25,000 will ensure the success
of Yard Sale for the Cure in 2013 and 2014.
*-Additional materials at sponsor’s cost and to be mutually agreed upon.
15. Contact Information
Thank you for your consideration of the Yard Sale for the Cure. Together, we can create a
future without breast cancer. Please contact us if you require additional information or
have any further questions:
Leigh Jasmine Kelly Ziger
Director, Community Development Community Development Officer
Ph: 416-815-1313 x300 Ph: 416-815-1313 x435
E-mail: ljasmine@cbcf.org E-mail: kziger@cbcf.org
