case study: td canada trust – supporting canada’s future leaders
Since 1996, the TD Canada Trust Scholarships for Community Leadership Program has rewarded students who have shown exceptional leadership in the areas of environmental clean-up, the promotion of social justice, and the fight against child poverty, among other pressing issues.
The scholarship program rewards students for their outstanding and consistent concern for the improvement of their community and aims to provide a monetary sum to cover the cost of their post-secondary education.
In 2009, for the first time since the program’s inception, the scholarship amount was increased. Each scholarship is now valued at up to $70,000 and includes an offer of summer employment at TD.
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ResultsFor three consecutive years, GCI has been tasked with building profile for the scholarship winners and their individual success stories in the mainstream press. Our goals also include highlighting TD Canada Trust’s support of post-secondary education and community involvement. Each year the coverage results build on the momentum of the past year, increasing incrementally year over year. In 2009, the TD Canada Trust Scholarships for Community Leadership program received a record number of media impressions. Our regional grassroots approach to media outreach has proven to be very successful in highlighting the individual success story of each of the scholarship winners and attracting more applications to the program year over year. |
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awards & recognition
3M Privacy Filters, "Canadians Love to Spy"2009 Ovation Award of Merit for Brand Communications, IABC
3M Command Campus Tour, "Save the Walls"
2008 Award of Excellence, CPRS
Belkin, "A Streetcar Named Inspire"
2008, Silver Award of Excellence, Special Events Category, CPRS
