Olympic Torch Relay Marketing Plan

1. Olympic Torch RelayMarketing Plan Bringing the RBC Olympic sponsorship from Bay street to Main street Presented to: Experiential Marketing Conference Presented by: Jacquie Ryan June 2, 2009

2. Agenda Sponsorship as a Marketing Platform Business Context 2010 Olympic Torch Relay Snapshot A Four- Phased Marketing Plan Phase 1 Campaign and Results Torchbearer Program Strategy Torch Community Celebrations and Convoy

3. Sponsorship Marketing- a platform for achieving relevant and meaningful consumer engagement Unique aspects of sponsorship marketing provide opportunities to drive business and brand: • Experiential Marketing • building relationships that connect people (customers, clients, prospects) and the RBC Brand both emotionally and practically. • Brand-centric and associative experiences that create demand (be it B2B or B2C) by capitalizing on the motivational or behavioral triggers behind the experience.

4. Moving sponsorship from “brand building” to focus on active, revenue generating programs STRATEGIC APPROACH –MOVING FROM PASSIVE TO ACTIVE - Revenue Gen. / + Brand + Revenue Gen. / + Brand Passive to Active Majority of sponsorships reside here. Decision making: Community; geography; brand association but they become too expensive if they cannot deliver sales. Fully integrated sponsorships where the company focuses on sales but benefits from the appropriate brand association and investment. - Revenue Gen. / - Brand/Brand Neutral + Revenue Gen. / - Brand Where many sponsorships begin; strategically aligned with brand, with adequate leverage, jumping up the branding axis is relatively easy Packaged Goods Offers often tied to sport entertainment properties/ athletes. Tendency is to rent association. Sales promotion driven. BRANDING REVENUE GENERATION

5. Challenging economic conditions heighten competition Society’s priorities have evolved- Wealth, Wellness, World Consumers are weary of one-way communications Greater need for breakthrough and clear differentiation Need for renewed fit with emerging customer values Consumers are demanding experiential/engaging content and conversation Our business context is changing Focus on the experience & Provide value through communication

6. 2010 provides RBC a singular leadership opportunity in a very challenging time CONTEXT GOALS • Economic climate • Multi million dollar commitment • Canada’s First Olympic sponsor • Only FI sponsor of Olympics • Growing interest among Canadians • Once in a generation opportunity • Drive Revenue • Build The Brand • Engage Employees

7. 2010 Olympic Torch Relay Snapshot RBC’s significant presence in Canadian communities provides a unique competitive advantage during the relay 106 Days of the relay - October 30, 2009 – Feb 12, 2010 • Olympia to Athens to Victoria • 50,000 km will be traveled: - Every Province and Territory • Up to 200 celebrations • Approx. 12,000 torchbearers • Reaching over 80% of the population

8. Olympic program: From national to localto the Games themselves Phase Phase IV: Olympic and Paralympic Games High-touchonsiteGames-time experiences + + National Games-timeMedia February/March 2010 Branch Activities IV Phase III: Relay and Celebrations National Integrated Communications Campaign + Local Torch Route Activation and Community Celebrations October 30 - Feb 12, 2010 III Empowering our people to bring the Olympic experience to Canadian communities Phase II: Torchbearer Recognition June 2009-Oct 2010 RBC brings the Olympic Experience to your community II Community Week Phase I: Torchbearer Recruitment Nov 2008-July 2009 I National Integrated Carry the Torch Campaign

9. Phase 1

11. Who is Most Likely to Pledge? Bulls eye

12. Media Strategy • Engagement planning- put RBC’s brand where the target already is- speak to them in the space that is relevant to them • Psychographically the target is very similar, which brings them together as a group who will likely make a pledge. • Demographically however, they are extremely different, which translates into their media habits. • How do we reach, and encourage responses, from this vast group? • A multi-media campaign with targeted, attention grabbing executions, overlaid with the mass reach of TV. 12

13. Traditional :60, :30, :15 sec. spots Dot spots on VANOC partner news programming National and Community print advertising Newspaper banner ad on “One Year to go” Section Radio National PR Branch posters and standees Consistent Creative template Experiential Dedicated Website, Static web banners Roadblocks on Newspapers sites Facebook page/advertising Homepage take-overs on VANOC partner sites and high traffic sites Rich media for latter half of campaign World Juniors and Winter City event activation Local PR- invited RBC selected Torchbearers and community guests to experience RBC Olympians and VANOC Torch Lead Generation Contest RBC Local Hockey Leaders and RBC sponsored Olympic School program activation Community Activation Toolkit for RBC regions Integrated Multi- Media Campaign Anchored heavy media around key Torch PR events to leverage VANOC credibility and newsworthiness of announcements

14. RBC OTR Phase 1 Review Campaign Response Activity Total Applicants Paid Search Applicants 0 14 Mass media drove awareness and acquisition through non-traditional channels such as Paid Search (Note paid search launched in December ‘08) Full campaign launch PR Leverage #2 PR Leverage #1

15. “First to market” Olympic strategy set the stage for strong sponsor awareness and significant community engagement Phase 1 Results Public Contests • Hundreds of thousands of Canadians entered to run with the torch Media Relations • 400 unique media hits all across the country. • RBC’s first torchbearer story received more media attention than any other initiative or story in the financial services industry in Canada for that month Advertising • Established RBC as the leading Olympic sponsor with Canadians. • Showed significantly positive impact on several brand image dimensions in addition to propensity and loyalty. Source: Angus Reid Monitor Q1 2009, RBC Brand Monitor, March 2009, Cormex Research, Feb. 2009

16. Campaign Elements

17. Torchbearer Program Strategy Torch Bearer Program Announcement 1. Public Competition -RBC Carry the Torch 2. Team Spot Program -RBC Local Hockey Leaders -Canadian Olympic School Program -Canadian Forces -CMM Regional Recommendations 3. Employee Competitions -RBC Challenge of Champions -RBC Employee Carry the Torch -Health and Wellness -RBC Insurance 4. Internal selection Nov - June Torchbearer Selection May - Aug Torchbearer Experience June - Oct “One on One” VANOC and RBC communications Relay Touchpoints RBC’s numerous torchbearer programs provide a differentiated and compelling experience for clients, prospects and employees

18. Olympic Torch Relay- Oct 30- Feb12- Community Celebrations- Convoy

19. OTR Community Celebrations RBC’s dedicated footprint provides opportunity to speak to communities in a relevant and meaningful environment

20. Convoy Configuration Gap of 10min to 2hrs ahead of Pilot/Core Convoy Advance Sampling Vehicles Thank You RBC1 Coca-Cola RBC2 Coca-Cola Pilot / Drop-off & Sponsor Convoy Gap of 600-900 metres between “Pilot/Drop-off & Sponsor Convoy” and “Core Convoy” Core Convoy Core Convoy (Cont.) Convoy activation will establish brand prominence for RBC in the Torch Relay

21. Thank – you!