Case: Black & Decker Sponsorship

Black & Decker Canada partnered with the Canadian Federation of Students and the David Suzuki Foundation as a sponsor of a cross-country tour to promote sustainable living. 

Objectives:

- Promote the Power Monitor, a new energy-saving device designed to make people more aware of how much energy they use and how much money they could save

Strategies:

- Partner with credible organizations dedicated to promoting sustainable living and specifically energy conservation

- Focus on local media relations as part of the tour to promote the Power Monitor

Activities:

- Sponsored a national tour of 26 colleges and universities across the country
- Issued media release and arranged interviews for product spokespeople
- Arranged for product promotion on-site and via local radio stations

Results:

- Donated $25,000 to the David Suzuki Foundation, as part of an on-line campaign to drive people to sign-up for the David Suzuki Nature Challenge

- Successfully positioned Black & Decker as a company committed to sustainability