Innovative Advertising Blog: Leveraging a newspaper campaign in the not-for-profit sector

Each month, Newspapers Canada spotlights newspaper innovation by inviting newspaper representatives from across the country to contribute to our Innovative Advertising Blog. In this edition, Candy Hodson, senior vice-president of sales and marketing for Black Press, shares BC Cancer Foundation’s successful experience in leveraging a newspaper campaign.

Black Press published a series of black and white ads across the province, in the fall of 2011 for the BC Cancer Foundation. At just over a quarter page, the ads appeared in over 30 Black Press newspapers between six and eight times each.

There is strong competition in the not-for-profit realm and often a lack of distinction between organizations, especially those raising funds for cancer research or treatment. Many organizations are event-driven and invest time and resources into executing these events. Too often, they rely solely on media sponsorship and earned coverage to promote their agenda and create awareness. As much as we endeavor to assist all worthy groups, it is a challenge for us to support every organization while maintaining our business targets. In this instance the Foundation set a budget and Black Press was able to partner with them to maximize it.

View sample ad (one) »

View sample ad (two) »

Below is the client’s feedback on the results achieved – they were stellar!

"This year we plan to partner again. Based on last year’s ROI, the Foundation has increased the budget for their 2012 Awareness Campaign. We are thrilled to be a part of their continued success. The results serve as informal, third-party research that helps us speak to our effectiveness. We are motivated to be as creative as possible in leveraging innovation and our community relationships."

– BC Cancer Foundation


Click here to view more entires in our Innovative Advertising Blog.