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RONA’s path to building a National Brand one community at a time Karim Salabi Executive Vice-President, Marketing
RONA’s path to building a National Brand one community at a time
Karim Salabi Executive Vice-President, Marketing
RONA at a glance
Close to 28,000 Employees
$6.6 billion in Annual Retail Sales
Over 950 stores under different banners
In business since 1939
100% Canadian Company
In 2000, after 60 years of
operating in Quebec, RONA
becomes the Canadian Leader…
yet few Canadians outside of
Quebec knew who RONA was!
So we set out to build a strong national
brand.
Key RONA Stakeholders
We needed a National Platform that could be activated
Locally
In 2000, existing sponsorship with
the Montreal Alouettes led to sponsoring the
CFL
In 2005, RONA committed to two major Sponsorships
Became a National Partner of the Canadian Olympic Team for the 2006, 2008, 2010 and 2012 Olympic Games. Extended our Canadian Football presence by sponsoring Toronto, Hamilton, Winnipeg, Saskatchewan, Calgary, Edmonton and BC.
So what?
Need to go beyond ‘Logo
Slapping’
We did it the RONA Way!
Our involvement needed to:
Create lasting benefits for the Sport and the Community
Help people realize their dreams
Build strong ties with the communities and consumers RONA serves
Celebrate Canada and its uniqueness
1. Helped build the Olympic venues
2. Supported Canadian athletes
3. Trained at-risk youth
4. Engaged RONA employees and partners
The 4 Pillars of how RONA activated The Vancouver Olympic Games
Provided building materials, finishing materials, hardware and paint for more than a dozen venues.
Donated building materials for the delivery of affordable housing units in six British Columbia communities. Up to 150 permanent affordable units were made available to people most in need following the 2010 Winter Games.
Build the Olympic Venues
From 2006 to 2010, the RONA Growing With Our Athletes Program has provided $4 million in financial support to 100 high-performance winter and summer athletes.
21 of the 26 Olympic medals won by Canadian athletes were athletes part of the RONA’s Athletes Program.
RONA also made a contribution of $3 million to Own the Podium Program, in partnership with the COC.
Support Canadian Athletes
RONA Vancouver 2010 Fabrication Shop program provided valuable carpentry training and work experience to some 60 individuals who had faced barriers to employment through lack of education or skills.
The Fab Shop had graduated 64 trainees : recent immigrants, unemployed young women, underserved urban youth and urban Aboriginal adults.
The Fab Shop made a tangible contribution to the Games, providing more than 11,000 wooden items such as podiums, ski racks, wheelchair ramps and warming huts.
RONA Fabrication Shop Project
Employee recognition took on a whole new dimension for 87 exceptional men and women from across the RONA network. They were selected from some 300 applicants to serve as volunteers at the Vancouver 2010 Olympic Winter Games.
‘It was truly an unforgettable once in a life time experience that is too profound for words alone! It's a feeling of pride for the company as well as being offered this incredible epic event to witness first hand. I have a new sense of pride and support for my place of employment! I know that RONA genuinely cares about
people, community & sustainability!’
Engage RONA Employees and Partners
2 objectives of the Program: Make them experience the RONA like they never did before
Communicate the full extent of RONA’s involvement in the Games (4 pillars)
RONA Hospitality Program
RONA HOSTED 1228 GUEST OVER 17 DAYS! Consumers Contractors
Volunteer Employees Suppliers/Partners
PROGRAM OPTIONS 1 day program
3-5 day program Hockey program
TYPICAL DAY 4 working teams 2 buses
1 hockey suite 6 a.m. to 10 p.m.
Powerful ‘Built in Canada’ advertising campaign designed to evoke a sense of Canadian pride and belonging towards RONA reaching over 90% of Canadians.
Massive Integrated Communication Plan
Our Olympic Adventure was a success! DOING IT RIGHT meant:
Getting really involved in building the Games and making them a success
Creating lasting benefits for the Community
Helping athletes and employees realize their dreams
Building strong ties with the communities and consumers we serve
Celebrating Canada
Over the past 12 years, we made the CFL OUR League!
You can’t get any more Canadian and grassroots than the CFL!
Other sites
Rona.ca
Mobile
eFlyer
Social Networks
Stadiums
TV
Radio
OOH
PR Stores
We leveraged every possible medium to reach the CFL fan!
We covered all Stakeholders
Building Brand Awareness and Preference RONA visibility throughout the CFL
- Significant media buy with TSN/RDS
- Integration into game broadcast
- Strong presence in every CFL stadium
- RONA patch on all player jerseys
- Presenting Partner of the 100th Grey Cup Train Tour
- RONA CFL Pool
- Social Media (CFL, All Teams and RONA)
- RONA Home-Field Advantage Program
The RONA Patch of ALL Player Jerseys said it all!
TV Commercials to share our passion for the game
Integration into Game Broadcast
Engaging the Fan with the RONA CFL Pool
RONA Employees getting involved and organizing Tailgate events
Jerseys in store on Game Day
Store Tailgates on Game Day
RONA Contractor Nights with each CFL Team
RONA Home Field Advantage Program
RONA Helps Re-Create Infamous 1950 Mud Bowl For 100th Grey Cup Festival
RONA Presenting Partner of the 100th Grey Cup Train Tour
Looking back on our CFL Partnership Leveraged absolutely every opportunity to get
involved with the CFL and the clubs
Achieved our business objectives by committing over a 10 year period and fully contributing to the growth of Canadian Football
Used every possible communication medium to engage customers, communities, employees and suppliers
Final thoughts on successfully leveraging Sponsorships Take a long-term outlook
Get buy-in from senior management team
Measure, quantify and communicate benefits
Stand out amongst all sponsors
Activate nationally, regionally and locally
Leverage all communication mediums
Make sure to budget enough to activate
RONA’s London Olympics TV Campaign
