Through its programs, the CAC empowers coaches and sport partners with knowledge and skills, promotes ethics, fosters positive attitudes, builds competence, and increases the credibility and recognition of coaches across the country.
CAC needed to launch and manage a national Responsible Coaching Movement (RCM) campaign to raise awareness and drive pledges from sport organizations, but its outdated RCM logo and a difficult-to-update website were holding back execution.
Cyan built a five-week “Safe, Smart, Secure” campaign, redesigning the RCM logo family and creating reusable, modular web components that produced four new campaign pages within CAC’s Drupal CMS. The team produced two campaign videos, four infographics, a partner marketing toolkit, and paid and organic social and email campaigns reaching a distribution list of over 200,000 coaches.
The campaign drove more than 1,000 RCM pledges and generated close to four million impressions with a 4.6% average click-through rate, well above typical industry benchmarks. The RCM webpage briefly became the most-visited page on the entire coach.ca site, and the campaign videos remain the most-viewed content on CAC’s YouTube channel. The client’s Director of Marketing and Communications praised the project management and creative responsiveness throughout.
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The Cyan Team did great work and provided wonderful support for the RCM campaign. I was impressed with the excellent management of the project, the intuitiveness and responsiveness of the creative team, and thrilled to see the successful results of the digital campaign based on Cyan’s solid recommendations.
Natalie Rumscheidt
Director of Marketing and Communications (retired)
Coaching Association of Canada (CAC)