Tim Hortons & The Raptors

Okay, so I’m a marketing guy.  I used to be on the creative side, coming up with media campaigns, designing creative, etc.  Now I’m more on the analytical side.  Anyway, with the holidays approaching and the current economic state the world is in, I was thinking that a lot of charities may suffer for the next little while as people might not have as much to donate.  Layoffs are appearing in the news every day and many of those who are still employed are nervously watching the markets.

I have no connection to the Tim Horton Children’s Foundation, but from all accounts, the camps that they run for kids are top notch.  I’m not really a coffee drinker and I never went to camp, but whenever there’s a Camp Day at Tim’s, I make sure I get a couple of coffees that day and stick some money in the drop box by the register.

So I was thinking, knowing that they may not receive as many donations this year (from private and personal donors), why don’t the Raptors and Tim Hortons hook up on a “Double-double” promotion?  Every time one of the Raptors scores a double-double (for our non-Canadian readers, a “double-double” is 2 sugars and 2 creams in your coffee), the Raptors could donate a fixed amount of money to the Tim Horton Children’s Foundation.  The Raptos (MLSE) might say that they may also be feeling the pinch because of the weakening Canadian dollar, the stronger push they might have to make for ticket sales, but in the end, it’s a write-off and it would be a great community builder.  Tim Hortons already has an established relationship with the Leafs (and six other NHL teams), so MLSE already has the relationship in place.  Kind of seems like a no-brainer to me.

There are multiple ways this could be spun off too.  In addition to the Sprite Zone at the ACC, why not create a section that for a couple of nights a season, could be the “Tim Hortons Double-Double Zone”?  Then, you could have a lot of kids who don’t get a chance to see a live Raptors game, able to take in the action.  From the completely selfish business side of it, you would be growing your brand and possibly creating an attachment that could later lead to ticket sales when those young people whom you have invested in realize their potential and become successful business people.  From the community building standpoint, if you have ever seen a kid jump out of his seat when he sees his first live dunk, it’s a hilarious, entertaining and heart-warming thing to see.  Tim Hortons could also hand out some swag to the kids just for going to the game, but some additional stuff could be thrown in if anybody on the Raptors gets a double-double that night.

Anyway, it’s just a thought I had and since I don’t work on that side of the business anymore, I am going to leave it up to Tim Hortons and the Raptors (MLSE) to see if they can pick up the ball on this one.   I’m going to go stare at my Christmas tree now, which I just set up today.

3 Comments

John  on November 30th, 2008

I think that would be a great idea. With the economy(specially southerm Ontario) taking a hit the raptors would be well advised to strengthen their connection with the community.

Doc  on November 30th, 2008

I think that’s a wonderful idea Jay. Would there be someone via the MLSE & Timmy’s that you could at least share your idea with? Or do you think it would take alot of work to even get them to listen to you?

Jay  on November 30th, 2008

I guess I could check some things out with MLSE and Tim’s (or their agency, I’m not sure who handles their business right now…maybe Excelerator Media?).

I know that Rachel Douglas is the Director of Public Relations at Tim Hortons, I am sure if enough people here at RF think that it is a good idea, we can get Rachel’s attention.

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