Road Hockey to Conquer Cancer V3

BREAKAWAY

CONSULTING

RYAN MINICOLA ALEX D’ALFONSO REBECCA HAZELL JEFF WINGFIELD

320 DAYS

11:30:00

3

Today’s Agenda

01. The Challenge

02. Situational Analysis

03. Recommendation

04. Implementation Plan

BREAKAWAY

CONSULTING

4

ROAD HOCKEY TO CONQUER CANCER

HAS AN OPPORTUNITY TO GROW

if they can identify ways to reach a

new audience of supporters.

Key Issues

• Stagnant fundraising growth

• Limited operational resources

• Underutilized digital platforms

• Significant fundraising

requirements

THE CHALLENGE

5

ENHANCED MUSIC

EXPERIENCECANADIAN EXPANSIONDIGITAL MARKETING

RECOMMENDATION

IN SHORT

SITUATIONAL ANALYSIS6

Stagnant Growth

• Flat revenue growth in Toronto market

since inception

• Acceptable gender ratio

Location & Operations

• Strong Toronto based team

• Historically challenging to replicate

outside of GTA

• PMCF = Toronto centric

• National sponsors now on-board

Digital Presence

• Minimal content generation leading

up to the event

Entrance Fee

• Significant fundraising requirement

• Additional incentive needed

• Directed to corporations

2011 2012 2013 2014 2015

$2.5MM

2,296 1,491 43

7BREAKAWAY

CONSULTING

So, where do we

go from here?

8

ENHANCED MUSIC

EXPERIENCE

Taking the experience

within an experience to

the next level

CANADIAN EXPANSION

Expanding to a new market without over-

extending

DIGITAL MARKETING

Enlisting brand ambassadors

for event promotion and

content generation

RECOMMENDATION

Putting Road Hockey to Conquer

Cancer on the map by enlisting global

brand ambassadors

• Develop / enhance social committee (volunteer basis)

• Initiate global brand ambassador program

• Recruit social media-savvy individuals who are travelling abroad

9Expansion Brand Building Revenue Growth

#CancerHasNoBorders

DIGITAL MARKETING

10

Are you interested in becoming a Road

Hockey to Conquer Cancer brand

ambassador?

Only answer if you said ‘yes’ to the

above question: Do you plan on going

abroad in the next 1 to 2 years?

Creating added-value by integrating

two of Canada’s favourite pastimes

• New revenue stream

• Extra incentive for team participation

• Appeals to a broader audience & vendors

• Highest fundraisers go on stage to jam to the “Hockey Song”

• Leverage band’s following


Enhancing the experience within an experience

THE AFTER PARTY

7500+Expected Impressions

Expected Revenue

Featuring:

AFTER PARTY FINANCIALS

Revitalizing stagnant growth

Montreal is an opportunity to reach a

new network without straying too far

from home

• Accessible for the Toronto staff

• RHCC’s top corporate donors have offices in Montreal (e.g. Hatch, Scotiabank, etc.) fostering inter-office rivalry

• Opportunity to leverage existing relationship with Hôpital général juif

• Increased exposure for national sponsors


Expanding without over-extending

L’EXPANSION

70Team Registration Cap

Projected Revenue

teams

Featuring:

14BREAKAWAY

CONSULTING

Implementation

15

2016

IMPLEMENTATION TIMELINE

After Party Premiere

• Recruit and sign headlining musical act

• Promote event through digital media and brand ambassadors

• Attract vendors

• Engage in talks with Hôpital général juif and secure venue

• Begin scouting sponsors for 2017 expansion

Montreal Tournament Kick-Off

• TO staff pushes existing corporations for additional teams in MTL

• Recruit new brand ambassadors

• Sign headliner act(s)

• Promote, promote, promote

• Secure Ottawa venue

Ottawa Tournament Kick-Off

• Replicate success from Montreal

• Explore expansion opportunities out west and/or in USA

• Evaluate long-tem contracts with major national sponsors

2017

2018

A plan for both immediate and sustained success

IMPLEMENTATION PLAN AT A GLANCE

17

GAME RECAP

18BREAKAWAY

CONSULTING

320 DAYS

11:15:01

THANK

YOU.

19

APPENDIX

20APPENDIX 1.

Complete Financial

Report: Net Income from

After Party & Montreal

Expansion

After Party Costs

Worst Case Expected Best

Band Costs 75,000.00$ 50,000.00$ 25,000.00$

Show costs (Venue + Sound + Security) 35,000.00$ 35,000.00$ 35,000.00$

Service Costs 5,000.00$ 5,000.00$ 5,000.00$

Total Costs 115,000.00$ 90,000.00$ 65,000.00$

REVENUES Worst Expected Best

Tickets

Ticket Price 50.00$ 60.00$ 70.00$

Number of Participants 5,000.00 7,500.00 10,000.00

Revenues from Tickets 250,000.00$ 450,000.00$ 700,000.00$

Concessions

Total Revenue from Vendors 11,300.00$ 20,800.00$ 39,200.00$

Drink Vendors 15,000.00$ 20,000.00$ 25,000.00$

Swag/person 5.00$ 10.00$ 15.00$

Total Swag 25,000.00$ 75,000.00$ 150,000.00$

Revenues from Concessions 51,300.00$ 115,800.00$ 214,200.00$

Total New Fundraising from Music Event 301,300.00$ 545,800.00$ 876,200.00$

Revenues - Costs 186,300.00$ 455,800.00$ 811,200.00$

Montreal Event

Setup Costs for Montreal Event 200,000.00$ 150,000.00$ 100,000.00$

Average money raised per team 10,000.00$ 18,188.52$ 22,000.00$

Number of teams 40 55 70

Money Raised in Montreal 400,000.00$ 1,000,368.60$ 1,540,000.00$

Revenues - Costs 200,000.00$ 850,368.60$ 1,440,000.00$

Total new fundraising dollars from after

party event and Montreal Expansion 386,300.00$ 1,306,168.60$ 2,251,200.00$

21APPENDIX 2.

Appearance Fees of

Target Canadian Bands

Sam Roberts Bryan Adams

Minimum Fee Minimum Fee

$40,000-$74,999 $300,000-$499,000

Tragically Hip Arcade Fire


$100,000-$299,000 $500,000-$1,000,000

Blue Rodeo Tom Cochrane


$75,000-$149,999 $40,000-$74,999

Great Big Sea The Arkells


$40,000-$74,999 $40,000-$74,999

Barenaked Ladies The Trews


$75,000-$149,999 $40,000-$74,999

Classified City and Colour


$15,000-$24,999 $15,000-$24,999

Kardinal Offishall

Minimum Fee

$15,000-$24,999 (Source: celebritytalent.net)

APPENDIX 3.

Music Concert

Demographics

(Source: Bandsintown, 2012)

APPENDIX 4.

Music Concert

Sense of Urgency

(Source: Bandsintown, 2012)

Tragically Hip Concert Attendance

Toronto 2013: 13000

Hamilton 2015: 13000

Winnipeg 2015: 9500

24

APPENDIX 5.

Expected Concert

Attendance for Headliner

Options

Road Hockey to Conquer Cancer V3

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