Purolator Tackle Hunger

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Purolator Tackle Hunger

• May 28, 2008 Toronto, ON

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Purolator Courier Ltd.

• Our Purpose
• To be the leading provider of integrated
  distribution solutions to, from and within
  Canada.
• Our Values
• Customer focus
• Quality
• Integrity
• Respect
• Teamwork
• Social responsibility
• Personal accountability

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Sponsorship roster

• National Properties
• Vancouver 2010 Winter Olympic Games
• Canadian Olympic Committee
• CFL
• Montreal Alouettes
• Toronto Argonauts
• Hamilton Tiger-Cats
• Winnipeg Blue Bombers
• Saskatchewan Roughriders
• Calgary Stampeders
• Edmonton Eskimos
• BC Lions
• Purolator Tackle Hunger

• Regional Properties
• MLSE
• Toronto Maple Leafs
• Toronto Raptors
• Toronto Marlies
• Toronto FC
• Vancouver Canucks
• Quebec Remparts
• Just for Laughs\
• Halifax Metro Centre
• NHL Exhibition Games
• Halifax Mooseheads

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Sponsorship activation pillars

• Brand Elevation
• Elevate the brand, closing the perception gap
  between Purolator and its competitors
• Reflect our core values and brand promise through
  sponsorship association and activation
• Business Development
• Acquire new business and increase SOW with
  existing customers through business development
  and hosting activities
• Identify new business opportunities within the
  sponsorship families
• Engagement
• Engage our employee base from coast to coast in
  volunteer activities to help alleviate hunger
  across Canada
• Engage the communities in which we work and live
  to support local food banks
• Engage our customers in the fight against hunger

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Purolator Tackle Hunger

• BRAND ELEVATION
• Game day food drives in each of the 8 CFL cities
• Commercial spots airing on all CFL broadcasts on
  TSN promoting upcoming PTH games
• Game ball delivery at each PTH game cheque
  presentations
• Sideline signage throughout the season and
  during play-offs
• Regional and national PR activities

• BUSINESS DEVELOPMENT
• Visits with the one and only Grey Cup trophy to
  key customers in each CFL market
• Unique and exclusive hosting activities in each
  CFL city
• Tailgate parties
• Player appearances
• VIP seating and reserved hosting areas
• Merchandise packages

• ENGAGEMENT
• 8 game day food drives across Canada
• QB Sack Tally
• Every time a QB is sacked, PCL donates his
  weight in food to the local food bank
• Purolator Tackle Hunger Week
• 12,500 employees and 100 customers participating
  in a week long food drive

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TSN component
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Regional spokespeople
Kevin Glenn, QB for Winnipeg Blue Bombers at the
Winnipeg Harvest Food Bank
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Customer employee visits
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Game day activation
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Half-time presentations
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Purolator Tackle Hunger Week

• National food drive challenge
• Program is 2 years old
• 100 Purolator depots participated across Canada
  involving over 80 of our 12,500 employees
• Creative events and programs initiated at a
  local level
• 250 retail centers promoted PTH Week and
  collected donations
• 8 CFL markets x 10 customers
• 100,000 lbs of food raised last year

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RESULTS KEY LEARNINGS
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Food donations

• Steady growth over the past five years has
  resulted in over 1.4 million pounds of food
  delivered to local food banks across Canada
• 2007 donations reached 422,922 lbs of food,
  resulting in a 18 increase over 2006 and a 50
  increase from 2004

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Media hits impressions

• The program continued to receive significant
  media coverage, securing 172 media hits, a 37
  increase from 2006
• Media Impressions for the program reached
  20,048,106, an increase of 28 compared to last
  year
• An analysis conducted by Hill Knowlton showed
  the program received the equivalent of 1,885,820
  in PR Value and 516,000 in advertising value

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Program research

• Q1 What impact does the Purolator Tackle Hunger
  program have on your impressions about Purolator?
• 90 responded that they feel positive about
  Purolator (86 in 2006)
• Q2 How much do you agree with the following
  statement, Purolator is a valuable contributor
  to the local community?
• 86 agree that Purolator is a valuable
  contributor to the local community (83 in 2006)
• Q3 Are you responsible for decisions regarding
  which courier your company uses?
• 35 are involved with the courier decisions for
  their company (33 in 2006)

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Key account visits

• 65 customers participated in the 2007 Purolator
  Tackle Hunger program with collective annual
  revenues of over 30,000,000 (average lift of
  48)
• 44 were current PCL customers, the other 21
  customers consisted of new or prospective accounts

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Challenges

• Internal Sales Pitch
• Integration was the key to success, but takes
  time to achieve
• Consistency
• National program with regional extensions needs
  to be carefully managed
• Return
• Always asked the question why and what are we
  getting from it?
• New Ways of Thinking
• New programs and strategies force people to think
  in new ways

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Key learning's

• Positive Relationships
• External and internal stakeholders
• Building a turn-key program with multiple tiers
  takes time
• Need building blocks in each year
• Establish a relationship with a property for at
  least three years
• Work with partners that have the same vision as
  you do
• CFL, CFL teams, TSN, Canadian Football Hall of
  Fame Museum, and food banks across Canada
• Select the right customers and get them engaged
  early
• Not every customer leverages the Grey Cup visit
  equally
• Provide training for employees to best utilize
  their time
• Clearly defined roles help to share the workload
  pre-game
• Keep the program fresh with new ideas
• Creative extensions are endless integrate,
  integrate, integrate