Since the Saskatchewan Roughriders Calendar in support of KidSport began in 2006, Benchmark Public Relations has played a key role in the development, distribution and marketing of the best-selling calendar that raises funds so disadvantaged youth can participate in community sport programs. We were responsible for creating the initial business plan for the project and then we piloted the project through a special commemorative edition 40 year anniversary calendar of the 1966 Grey Cup winning squad. After the initial print run of 1,000 sold out, we have been responsible for overseeing this project ever since. The calendar has become a national bestseller, often selling more than 5,000 copies each year.
This project features multi-branding pieces. In addition to creating the calendar, we are also responsible for designing promotional flyers, posters for retailers, print advertisements, retailer forms, sponsorship agreements, media releases, coupons, and ensuring the branding is consistent on KidSport™ communications vehicles such as its website, progress report, and newsletter. We work with partnering organizations such as the Saskatchewan Roughriders and Sask Sport Inc. to ensure the branding is consistent across their platforms. We also work on the visual elements for television commercials and on the Riders Jumbrotron. Since its inception, the calendar has raised more than $1 million for charity.