Canada Day 150 Student Declaration Project

Star Metro MediaCustom Content Sponsorship Opportunity

October 3, 2016

On Saturday, July 1, 2017, we celebrate 150 years of Canada’s Federation. To mark this monumental birthday, we ask the youth of this country to tell us what they love about Canada and their hopes and dreams for this

great nation in the next 150 years.

This special Classroom Connection initiative will directly ask primary and high school aged youth to help formulate our Canada Day 150 Student Declaration.

Canada Day 150 Student Declaration Project

A Classroom Connection Initiative

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What is Classroom Connection?The more students know, the more they grow. For over 30 years, the Toronto Star Classroom Connection has worked with educators to create custom, curriculum-based teaching resources for students and teachers on a wide array of themes across anti-bullying, financial literacy, social justice, media literacy and more.

The Toronto Star is a credible, current and relevant news source trusted by thousands of educators to provide outstanding teaching tools through Classroom Connection.

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In recognition of Canada’s 150th birthday, Toronto Star Classroom Connection will develop a custom Canada 150 student, teacher and

parent/guardian resource. Classrooms as well as families outside of the classroom from all provinces and territories will be invited to participate in

the forming of a Student Declaration: Things We Like Best about Canada and Things We Would Like To See.

The resource, a 24-page full colour workbook, published in English and French, will lead students, teachers and families through an

envisioning exercise encouraging participants to come up with 150 things they love about Canada as well as what their vision is for making Canada an

even greater nation in the next 150 years.

Classroom ConnectionCanada 150 Student Declaration Project

The final product will be a collection of submissions merged together to create the

Canada 150 Student Declaration that will be unveiled to Canadians on July 1st, 2017.

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Proud Of Their Heritage 89% agree with the statement “I am proud of my heritage”

Canadian 1st, From Their Province 2nd

83% agree with the statement “I am Canadian first, from my

province or region second”

Celebrating Canada’s 150th

Anniversary in 201771% agree that they plan to attend a Canada 150 activity or

commemoration

We Care About Our Country

Canadians are…

Source – Ipsos Reid poll for Historica Canada 2014 and 2015. Vividata Q4-2014 Survey, base 18+.

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Be the exclusive sponsor and align with joyful, relevant and engaging content

delivered directly to classrooms as we celebrate 150 years of Canada.

Over 150,000 students from across the country will be invited to explore and engage with the custom Canada 150 Student Declaration curriculum. This initiative is important to Canadians and to the Toronto Star who will support and promote the project across multiple platforms and brands within the Star Metro family.

As our sponsor, you will be incorporated into the marketing and promotional messaging across print, digital, email, tablet and social. And you will be included in the actual resource delivered to classrooms as well as available for download online.

Program OverviewPhase 1: Jan 2017 Teacher SolicitationPhase 2: Feb – Apr 2017 Teacher Resources Printed and Shipped (Feb 2017)

Call For Submissions and Ongoing ParticipationPhase 3: May – Jun 2017 Ongoing Participation and Submission ShowcasePhase 4: Jul 2017 Declaration Reveal and Celebration

We want YOU to be the exclusive sponsor of the Canada 150 Student Declaration Project.

Please note: Canadian Heritage (Government of Canada) may be involved as part of the overall Canada 150 initiative project with acknowledgement within the custom content and promotional material.

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Canada Day 150 Student Declaration Project4 Phases

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Platform/Item Ad Size/Description Sponsor Exposure Freq.

Toronto Star 4C, Promotional Full page sponsor logo + brand ad banner 3

Toronto Star 4C, Promotional Banner Ads sponsor logo 8

Metro National (Eng & Fre, 8 markets) 4C, 1/2 Page Promotional Ad sponsor logo 1

In Schools Direct Dedicated Mailer sponsor logo10,000

Total

Classroom Connection Email Blast Dedicated Promotional Email Blast sponsor logo10,000

Total

Twitter Posts @starclassroom and

@teachkidsnews accountsPromotional Tweet "@" sponsor mention in Tweet 5

Classsroom Connection and Teaching Kids

News Websites

Promotional Big Box (Classroom Connection

only) and Leaderboard Display Adssponsor logo 1

Toronto Star News In Education WebsitePromotional Big Box and Leaderboard

Display Adssponsor logo 1

Canada Day 150 Student Declaration ProjectPhase 1: Teacher SolicitationTiming:

January 2017

What’s happening during this phase?

Promotional push to get teachers to sign up for the resource and build awareness about the project.

Elements & Sponsor Exposure:

Sample Full Page Promotional Ad

All dates and details to be confirmed.

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Canada Day 150 Student Declaration ProjectPhase 2: Resources Shipped, Submission Solicitation & Showcase.Timing:

February 2017 – April 2017 (approximately 7 weeks)

What’s happening during this phase?

-All Canada 150 Student Declaration Project resources are finalized, printed and shipped to classrooms (mid-February 2017)

-The Student Declaration Project becomes the primary resource at Classroomconnection.ca where a downloadable PDF

parent/guardian version of the resource is available for non-classroom participants

-Solicit teachers for their submissions, promote parent/guardian resource download/participation/submission

-Curated submission showcase at Classroomconnection.ca

-Launch 1-2 min promotional video filmed in a participating classroom to promote project and encourage participation

Elements & Sponsor Exposure:

Sample Pervious Classroom Connection WorkbooksSeparate versions created for Primary and Secondary classrooms. French versions of both also created.

All dates and details to be confirmed.

Platform/Item Ad Size/Description Sponsor Exposure Freq.

In Classroom delivery24 Page, Full Colour Canada 150 Student Declaration Workbook

(separate versions for Primary and Secondary students)

Sponsor logo on front cover and inside backcover. Thank You message

with sponsor logo on footer of every page (excluding front & back cover),

20 instances.

150,000

copies

Downloadable Teacher Resource/Guide (approximately 12-24 pages

pending)

Sponsor logo on front cover and inside backcover. Thank You message

with sponsor logo on footer of every page (excluding front & back cover),

minimum 10 instances.

1,500

downloads

(approx)

Canada 150 will be the priority featured program during this phase. On

the homepage, 1-2 submissions will be showcased, updated weekly Sponsor logo in leaderboard/masthead n/a

Promotional 1-2 min video showcasing participating classroom In sponsor logo lower third graphic treatment, 2 instances 1

Parent/Guardian Canada 150 Downloadable ResourceThank You message with sponsor logo on footer of every page (excluding

front & back cover), 20 instances

1,000

downloads

(approx)

Star TouchFull Screen Special Report Promoting Video or Other

Classrooomconnection.ca Hosted Editorial1/4 Sponsor Brand Ad w/in Screen 3

TheStar.com Native Drivers To Video or Other Classroomconnection.ca Hosted Editorial n/aimpressions

campaign

SMM SocialSocial Drivers To Video or Other Classroomconnection.ca Hosted

Editorialn/a

impressions

campaign

SMM NetworkBig Box and Leaderboard Display (download/particpate/submit

messaging)Sponsor logo

impressions

campaign

Classroom Connection Website

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Canada Day 150 Student Declaration ProjectPhase 3: General Submission Solicitation & Showcase.Timing:

May 2017 – June 2017 (approximately 8 weeks)

What’s happening during this phase?

At the end of Phase 2, the final declaration will be formed and a keepsake version of the declaration will be created and delivered to all participating

classrooms before the end of the school year (late June 2017). At this time, we still want Canadians to download the parent/guardian and participate

despite the official declaration closing.

-Canada 150 Student Declaration is formed and finalized with a keepsake version delivered to each participating classroom (June 2017)

-Promote parent/guardian resource download/participation/submission

-Curated submission showcase at Classroomconnection.ca

Elements & Sponsor Exposure:

All dates and details to be confirmed.

Platform/Item Ad Size/Description Sponsor Exposure Freq.

TheStar.comNative Drivers To Submission Showcase or Other

Classroomconnection.ca Hosted Editorialn/a 1

SMM SocialSocial Drivers To Submission Showcase or Other

Classroomconnection.ca Hosted Editorialn/a 1

SMM NetworkBig Box and Leaderboard Display (download/particpate/submit

messaging)Sponsor logo 1

Toronto Star 4C, Full Page, Promotion & 1-2 showcase Sponsor logo + brand ad banner 3

Metro National 4C, Full Page, Promotion & 1-2 showcase Sponsor logo + brand ad banner 3

In classroom delivery Keepsake poster Sponsor logo 1,500

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Canada Day 150 Student Declaration ProjectPhase 4: Unveiling and Celebration of the Declaration.Timing:

July 2017 (approx. 1-2 weeks)

What’s happening during this phase?

-The final formed Canada 150 Student Declaration is unveiled

-Supporting editorial around the whole project including a promotional wrap video

-Ongoing promotion of Declaration and supporting editorial

Elements & Sponsor Exposure:

All dates and details to be confirmed.

Toronto Star Gatefold: Saturday, July 1, 2017

Metro National DPS: Friday, June 30, 2017

Platform/Item Ad Size/Description Sponsor Exposure Freq.

Toronto Star Editorial News Gatefold, Saturday July 1Sponsor logo on front panel, banner across

inside panel and inside back, outside back brand 1

Metro National Center DPS with pop up, Friday June 30Sponsor logo in pop up, 1/3 DPS brand ad

banner1

Classroom Connection Website Promotional 2 min wrap videoSponsor logo lower third graphic treatment, 2

instances1

Star TouchFull Screen Special Report Promoting Video or Other

Classrooomconnection.ca Hosted Editorial1/4 Sponsor Brand Ad w/in Screen 2

TheStar.comNative Drivers To Video/Declaration or Other

Classroomconnection.ca Hosted Editorialn/a

impressions

campaign

SMM SocialSocial Drivers To Video/Declaration or Other

Classroomconnection.ca Hosted Editorialn/a

impressions

campaign

SMM NetworkBig Box and Leaderboard Display Driving To

Video/DeclarationSponsor logo

impressions

campaign

Wonderlist Promotional Email Blast Driving to Video/Declaration Sponsor logo50,000

emails

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Canada Day 150 Student Declaration ProjectClassroom Connection Summary

Phase 1: Teacher Solicitation. January 2017.-Toronto Star and Metro National promotional print support-In schools dedicated mailer-Classroom Connection dedicated promotional email-@starclassroom, @teachkidsnews Twitter accounts-Classroom Connection, Teaching Kids News and Toronto Star News in Education promotional display ads

Phase 2: Resources Shipped, Submission Solicitation & Showcase. February – April 2017. -24 Page, full colour workbook finalized, printed and delivered to classrooms-Canada 150 prioritized on Classroom Connection site hosting:

-downloadable version of the parent/guardian resource available-1-2 minute promotional video -1-2 submissions showcased, updated weekly

-Multiple platforms utilized to promote the video and other editorial hosted at Classroomconnection.ca: -Star Touch Special Report full screens-TheStar.com inline native drivers -SMM social campaign-SMM network standard promotional display ads

Phase 3: General Submission Solicitation & Showcase. May – June 2017.-Multiple platforms utilized to promote the submission showcase and other editorial hosted at Classroomconnection.ca:

-TheStar.com inline native drivers -SMM social campaign-SMM network standard promotional display ads-Toronto Star full pages in print-Metro National full pages in print

-Keepsake version of the declaration printed and delivered to participating classrooms

Phase 4: Unveiling and Celebration of the Declaration. July 2017.-Multiple platforms utilized to promote the wrap video, the declaration and other editorial hosted at Classroomconnection.ca:

-Toronto Star News Gatefold-Metro National Center DPS with Pop Up-2 minute promotional wrap video-Star Touch Special Report full screens-TheStar.com inline native drivers-SMM social campaign-SMM network standard promotional display ads-Wonderlist dedicated email

-alignment to relevant Canada

150 content, important and

meaningful to Canadians

-exposure within 150,000 copies of

a student workbook, delivered

directly into the hands of students

in classrooms across the country

-exposure on all promotional

materials across the Star Metro

Media family of brands and

platforms

-alignment to the Toronto Star and

Classroom Connection, credible,

award-winning brands trusted by

thousands of educators

-tremendous value with the full

promotional weight of the Toronto

Star driving engagement

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2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3

Toronto Star 4C, Promotional Full pagesponsor logo + brand ad

banner3 1 1 1

Toronto Star 4C, Promotional Banner Ads Sponsor logo 8 2 2 2 2

Metro National (Eng & Fre, 8 markets) 4C, 1/2 Page Promotional Ad Sponsor logo 1

In Schools Direct Dedicated Mailer Sponsor logo 10,000 Total

Classroom Connection Email Blast Dedicated Promotional Email Blast Sponsor logo 10,000 Total 1 1 1 1

Twitter Posts @starclassroom and

@teachkidsnews accountsPromotional Tweet "@" sponsor mention 5 1 1 2

Classsroom Connection and Teaching

Kids News WebsitesPromotional Big Box (Classroom Connection only) and Leaderboard Display Ads Sponsor logo 1

Toronto Star News In Education Website Promotional Big Box and Leaderboard Display Ads Sponsor logo 1

In Classroom delivery24 Page, Full Colour Canada 150 Student Declaration Workbook (separate versions for Primary and

Secondary students)Sponsor logo

150,000

copies

Downloadable Teacher Resource/Guide (approximately 12-24 pages pending) Sponsor logo1,500

downloads

(approx)

Canada 150 will be the priority featured program during this phase. On the homepage, 1-2 submissions

will be showcased, updated weekly

Sponsor logo in

leaderboard/mastheadn/a

Promotional 1-2 min video showcasing participating classroomSponsor logo lower third

graphic treatment1

Parent/Guardian Canada 150 Downloadable Resource Sponsor logo1,000

downloads

(approx)

Star Touch Full Screen Special Report Promoting Video or Other Classrooomconnection.ca Hosted Editorial1/4 Sponsor Brand Ad w/in

Screen3 1 1 1

TheStar.com Native Drivers To Video or Other Classroomconnection.ca Hosted Editorial n/aimpressions

campaign

SMM Social Social Drivers To Video or Other Classroomconnection.ca Hosted Editorial n/aimpressions

campaign

SMM Network Big Box and Leaderboard Display (download/particpate/submit messaging) Sponsor logoimpressions

campaign

TheStar.com Native Drivers To Submission Showcase or Other Classroomconnection.ca Hosted Editorial n/a 1

SMM Social Social Drivers To Submission Showcase or Other Classroomconnection.ca Hosted Editorial n/a 1

SMM Network Big Box and Leaderboard Display (download/particpate/submit messaging) Sponsor logo 1

Toronto Star 4C, Full Page, Promotion & 1-2 showcaseSponsor logo + brand ad

banner3 1 1 1

Metro National 4C, Full Page, Promotion & 1-2 showcaseSponsor logo + brand ad

banner3 1 1 1

In classroom delivery Keepsake poster Sponsor logo 1,500

Toronto Star Editorial News Gatefold, Saturday July 1Sponsor logo on front

panel, banner across 1

Sa Jul

1

Metro National Center DPS with pop up, Friday June 30Sponsor logo in pop up,

1/3 DPS brand ad banner1

Fr Jun

30

Classroom Connection Website Promotional 2 min wrap videoSponsor logo lower third

graphic treatment, 2 1

Star Touch Full Screen Special Report Promoting Video or Other Classrooomconnection.ca Hosted Editorial1/4 Sponsor Brand Ad w/in

Screen2

Sa Jul

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TheStar.com Native Drivers To Video/Declaration or Other Classroomconnection.ca Hosted Editorial n/aimpressions

campaign

SMM Social Social Drivers To Video/Declaration or Other Classroomconnection.ca Hosted Editorial n/aimpressions

campaign

SMM Network Big Box and Leaderboard Display Driving To Video/Declaration Sponsor logoimpressions

campaign

Wonderlist Promotional Email Blast Driving to Video/Declaration Sponsor logo50,000

emails

Sa Jul

1

PHASE 2 PHASE 3 PHASE 4

Platform/Section Ad Size/Description Sponsor Exposure Freq. MAY JUNE JULY

PHASE 1

JANUARY FEBRUARY MARCH APRIL

Classroom Connection Website

Canada Day 150 Student Declaration ProjectBlocking Chart Summary

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Exclusive Sponsorship

Investment $ 250,000

Value $1,040,000

Canada Day 150 Student Declaration Project

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Appendix

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Promotional Platforms

Sample Sponsored Promotional Drivers

Standard Leaderboard

Standard Big Box

Dedicated E-blast

Metro Half Page

Toronto Star Full Page Page

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Star Touch

Promotional Platforms

Sample Full Screen Special Report Incorporating ¼ Brand

Ad with ¾ Content.

TheStar.com Inline Native Drivers

Sample Inline Native Driver promoting content.

For Canada 150, inline native will drive to featured

content at Classroomconnection.ca.

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Promotional Platforms

Toronto Star Gatefold

Sample News Gatefold showcasing all panels.For Canada 150, sponsor exposure includes logo on front panel, banner across inside panel and inside back, outside back brand ad

Front Panel Inside Panel Inside Panel and Inside Back Cover Outside Back Cover

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Promotional Platforms

Metro Center DPS With Pop Up

Sample Metro Center DPS with Pop Up.

For Canada 150, sponsor exposure includes logo in pop up with 1/3 DPS brand banner.

Front Cover Showing Pop Up Open Center DPS

Pop-up Visible from

EVERY SECTION

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Promotional Platforms

Social Amplification

Sample Social Amplification Campaign.

For Canada 150, social amplification will either host video or drive to Classromconnection.ca.

Example Facebook post Example Instagram post Example Twitter post