Canadian Tire's Jump Start

Canadian tire may be known for their famous loyalty program as well as the fact that they are one of the largest retail stores in Canada, but along with that high reputation in recent years they have also gained a highly reputation for their foundation called “jump start” which was launched in 2005. Reports have shown that one in three Canadian families cannot afford to put their children into sports and recreational activities because of financial barriers. So in an attempt to give back to Canadian families, jump start tears down as many financial barriers as possible, helping families pay to put kids in sport programs, with their main enrollment being hockey. The organization helps pay for enrollment fees for the sport, equipment and even transportation to and from the arena. Since 2005 over 348,800 kids and families have been helped out financially resulting in the healthy activity of kids in Canada.

            In the few recent months Canadian tire wanted to expand their knowledge and awareness of the foundation so they decided to do what most companies do, which is creating publicity using celebrity endorsers. Keeping the spokesperson true to their sport and to the Canadian aspect , nhl caption of the Chicago Black hawks Jonathan Toews was chosen to represent jump start. He was signed on for a 5 year partnership agreement not only keeping true to jump start but to the sub program that was created called “ Canadian tire hockey school”. Which is a program that helps parents and children learn the skills necessary to make it as a hockey player. “Canadian tire will cover the broad spectrum of Canadians, so its the mom, dad, kid, grandparent and from that standpoint we love the ability to market a much broader audience, and from a licensing standpoint they sell our products. put it all together and you really have a unique partnership and a long term marriage where we can do some very innovative things together. It’s a win win for everybody”.

By marketing to a large audience it creates brand awareness for jump start, resulting in more sponsorships, donations, volunteering which overall helps the community and creates a larger impact to encourage Canadian kids to live a healthy active lifestyle. "In so many ways it was a perfect fit for me. Canadian tire is an authentic Canadian place. you find a store like this anywhere else. It goes a long way in my career. My dad got all of his tools here, all of his stuff to fix his car. I got my first skates here and the list goes on", Spokesperson Jonathan Toews' explanation on his reasoning for agreeing to join up with jump start. This was a good choice on Canadian tires part, Not only he is a famous know hockey player, he is a Canadian who's been where a lot of family's are so he really fits the part because he can relate to the charity which gives a high advantage.