community relations
A TALE OF ONE
SHOPPING CENTER
Little royalty was
in attendance
at the Fairytale
and Adventure
Breakfast.
Sevenoaks Shopping Centre Serves a Special Power Breakfast
Playing dress-up for the day, Sevenoaks Shopping Centre hosted its annual
Fairytale and Adventure Breakfast in April. Welcoming princes and
princesses from across the land (Abbotsford, Canada), it supported families
and satisfied appetites. Raising funds for Canuck Place Children’s Hospice,
the event added a splash of magic to the most important meal of the day.
Considering its family-friendly demographic and established Happy Kids
Club program, Sevenoaks describes the partnership as a natural fit. Keeping
advertising dollars to a minimum, the shopping center invited its more than
2,000 Happy Kids Club members to support the cause and accepted both
monetary donations and activity supplies from retailers. Along with sparkle
tattoos and balloon animals, face-painting station, costume boutique, and
photo booth, the center offered families an interactive performance.
“Our objective with the Fairytale and Adventure Breakfast was to top last
year's $20,000 fundraising goal by five percent. We also wanted another sell-
out event to accommodate 300 families to support the needs of Canuck Place
and assist in getting [it] fully functioning [for] the Fraser Valley families,”
noted Tricia Schmuland, marketing director, Sevenoaks Shopping Centre.
Targeting families with children ages four through eight years, the sold-
out event ran from 7:30 am until 11:00 am, with tickets for a family of four
costing C$60 (US$46), an increase in C$10 (approx. US$7.70) from last year.
Young participants
donned their best
and most colorful
costumes.
THE TACTICS
Sevenoaks and Canuck Place reached out to their respective e-mail
•
database members
• The shopping center promoted the event via its local newspaper (in print and
online), paid advertising (Facebook and Instagram), and social media posts
• Canuck Place established community ties with both local farms and
retailers, efforts that led to a sponsored breakfast and a C$2,500 (US$1,923)
sponsorship from RBC’s center branch
• Sevenoaks received an C$11,735 (US$9,027) in-kind sponsorship from
local radio stations, 107.1 FM and Star FM
THE BOTTOM LINE
The cost breakdown (in US$)
TICKET PRICING
Breakfast Fun (one child and one adult): C$35 (US$27)
Fun for the Family (four people): C$60 (US$46)
Additional tickets (child or parent): C$20 (just over US$15)
Printing
Tent Cards: $66.81
Adventure Booklets: $157.96
Sponsor Signs: $242.63
22 x 28 Signs: $242.63 Advertising
Facebook: $64.73
Instagram: $85.71
Abby News Online Ads: $477.65
Abby News My City: $559.82
Abby News: $643.32
Total: $710.03 Total: $1,831.23
Overall promotional budget for the event: $2,541.26
THE IMPACT
An increase in door counts of 37 percent.
An increase in traffic by 0.5 percent, compared to 1.5 percent in 2017.
An increase in April sales in the children’s apparel category of 9.5 percent.
In 2018, Sevenoaks raised US$16 401.72 for Canuck Place children’s hospice.
In total, the Fairytale and Adventure Breakfast has raised over US$30,000
for Canuck Place.
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