THE ROYAL CONSERVATORY OF MUSIC

ASSIGNMENT

To make the business case to TELUS to invest at least $10 million and become a major partner with the Conservatory, and to identify a Campaign Chair.

CHALLENGE

The Royal Conservatory of Music had embarked on a $60 million capital campaign to rebuild its facilities in Toronto. Contact had been initiated with TELUS, and the initial
response was positive, but had yet to yield a commitment of resources. A&C was brought in to make the case for a more significant contribution than had ever been
imagined.

SOLUTION

A&C worked to conduct a sponsorship valuation for the opportunity, to help make the benefits clear to the TELUS leadership. The valuation used traditional measurements
such as the capacity of the concert hall, the size of the student body, and the traffic at the Bloor Street location, but also included the less quantifiable (but no less significant) impact of the young Western TELUS brand allying itself with a venerable institution like the Conservatory. In addition, A&C created a number of unique marketing extensions that brought the alliance to life and cemented the agreement. Not only did TELUS contribute $10 million to name the TELUS Centre for Performance and Learning, but the company also committed to bringing in an additional $5 million through its business partners and corporate contacts. Also, CEO Darren Entwistle agreed to serve as the Campaign’s Chair, bringing a high-profile business leader to the head of the table and creating momentum that continues as the Conservatory successfully completes its campaign. A&C was subsequently hired to help the Conservatory manage the complexities of the relationship with TELUS, and to help the TELUS leadership fulfill its commitments.