CBC Archives

Collect newspapers and magazines for students to browse. In groups of two or three, have them look for promotional events taking place in your area. Students will summarize all the promotional events they find, including the event name, location, date and time, and any sponsors for the event.

Have groups present their findings and create a master list of events and sponsors. Ask: Why would companies and organizations sponsor these events? What benefits do the sponsors expect?

Direct students to the topic Eaton’s: A Canadian Institution on the CBC Radio and Television Archives Web site to thoroughly review Clip #3. Have students work in pairs to note the atmosphere surrounding the preparations and running of the Santa Claus Parade each year and the resources Eaton’s dedicated to this event.

Pairs should then view the Additional Clips “Eaton’s axes Santa” and “Santa costs too much” to note why Eaton’s stopped funding the parade in the early 1980s.

As a class, discuss Eaton’s experience with the Santa Claus Parade. Gather ideas from students as to why Eaton’s would have spent so much time and money sponsoring this event for over 75 years.

Pairs will then develop a multi-media presentation that outlines a sponsorship event or promotion campaign for a current Canadian company. The presentation should outline the event to be sponsored, the rationale for sponsoring the event, the link to the company’s products and services, and the expected benefits to the company. During class presentations, a panel of judges will choose the best sponsorship idea.

Select a panel of judges, which could include fellow teachers, school administrators, or local business owners/managers. Judges can use the download sheet The Santa Claus Parade. Have students present to the audience, allowing the judges to determine the idea with the most merit.

Pairs can develop a budget for their sponsorship ideas, detailing anticipated costs for the event. They should consider advertising, human resources, supplies and materials, and any other costs related to their event.