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Telling the untold story about the unmet need
for palliative care
After getting started with The Healing Cycle Foundation last year, we are launching three key initiatives to raise awareness about the growing need for hospice care and attract riders for the Healing Cycle Foundation's primary fund raiser – the annual healing cycle ride, which this year will be held June 27, 2010.
The first initiative – a new PSA radio commercial – has been completed. We will be asking all the major Toronto radio stations to give us some free time in May and June. We got a fair bit of time last year and are hoping we can get a lot more this time.
The next initiative is a complete revamp of the Foundation's web site. It's a big job and will likely take a couple of months, but it is well worth the effort. The goal will be to build on the existing strengths of the site by:
- adding more information on the current shortage of hospice care – and how that shortage is forecast to get much worse as Canada's population ages
- providing a fuller description of the good work done by the Foundation (in just a few years they have raised over $600,000 and 100% of all funds raised are donated)
- improving the site architecture to make it more visitor friendly
- optimizing the content to attract more visitors who are interested in the Foundation's work, care about Dying with Dignity and want to help in some way
The final initiative is the toughest, but also has the most promise. We are looking for a title sponsor who recognizes that title sponsorship of the Healing Cycle Foundation represents a unique, one-time opportunity to be associated with a healthcare need that isn't being support by any other corporation – and represents a good match with marketing goals because the need for hospice care has no bounds – it cuts across all demographics.
One very smart VP of marketing is going to see this opportunity and pounce. My guess is that it will be a woman – but I would be happy to be proven wrong.
More about The Healing Cycle Foundation
The Healing Cycle Foundation is a non-profit, volunteer-based organization that honors life by raising and stewarding funds to palliative care services that inspire compassion and dignity.
The Foundation is concerned about the quality of life of terminally-ill patients and believes that families of patients should be supported throughout the palliative care process.
Funds raised for Credit Valley Hospital will go toward a new palliative care facility at the Credit Valley Hospital. Slated for completion in 2011, the 10,000 square foot, 15-bed Centre will house a comprehensive, family-centered program that responds to the needs of patients and their families when illness is not responsive to curative treatment.
Care will be provided by an interdisciplinary team consisting of nurses, physicians, dietitians, physiotherapists, occupational, recreation and music therapists, pharmacists, social workers, psychologists, and chaplains.
Volunteering to provide marketing and advertising support
for the Markham Board of Trade
We're located in beautiful Markham and have lived in the Unionville area for almost 25 years. It's a great place to live, establish a business or enjoy life by taking advantage of the many attractions, great restaurants and green space.
We're very thankful and want to express our thanks by giving a helping hand to the Markham Board of Trade, a fantastic, but somewhat under marketed, resource for small business in the Markham area. Dave Deeley, the Board's Marketing Director, shares our vision of what the MBT could be and has already started implementing our recommendations in a number of key areas – branding refresh, new tag line and top level selling points, USP (unique selling point) definition, a revamp of the MBT web site, refocused sales and much more.
Bottom line: there are thousands of small businesses who should be members of the MBT because, simply put, membership means business. For just a relatively small annual membership fee, you get monthly business networking opportunities, an introduction to some 1000 other businesses in the Markham area, seminars on how to grow your business, and over 50 ways to cut costs by taking advantage of member discounts.
Get involved and you will get business. It's that simple. |
