The Community TELUS TV Campaign

The Community TELUS TV Campaign:  TELUS and Various Local Charities

Leading national telecommunications company TELUS provides a wide range of communications products and services for both business and residential customers.

Expanded from a successful pilot program in 2009, the 2010 Community TELUS TV (CTTV) campaign made a $100 donation to a local community cause for every new TELUS TV customer that signed up in participating communities during a 12-month campaign period.  Guided by the TELUS “We give where we live” philosophy, the CTTV campaign focused on smaller communities across the country where TELUS’ donation would have the largest positive impact.

Since its inception, the CTTV campaign has exceeded forecasted results and posted some of TELUS’ highest lift on forecasts throughout the country.  Within the CTTV campaign locations, TELUS TV sales have continued to be significantly higher, demonstrating the program’s effectiveness in attracting customers and driving sales.  On average, sales were 46% above forecast in CTTV communities and resulted in an additional 38,690 TELUS TV customers in 2010.

TELUS donated $3,869,000 to 22 local Canadian charities as a result of the Community TELUS TV Campaign. With the momentum of the campaign continuing to grow, TELUS plans to launch 16 new CTTV locations in 2011. The campaign won a Gold Cause Marketing Halo Award in 2011 in the transactional category.

Halo judges were glued to the direct business results of the CTTV cause marketing campaign, as well as the steps TELUS took to identify and plug in local benefitting charities by channeling local employees, retirees and municipal government contacts in each community.

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