Overview

TELUS engaged Kumu to help develop the strategic planning of a digital platform to engage youth in giving efforts. TELUS are a leader in philanthropy, last year giving 44 million dollars to various charities and causes.

Challenge

Marketing to youth required engagement with educators, students and planning a digital strategy and vision for a digital platform. The issue of connecting with students in schools was complex, and a careful strategy was needed that addressed the concerns of educators and parents in having a corporate brand in the classroom.

Solution

Through in-depth discussions with educators and students through focus groups, we determined the right strategy for connecting value and engagement.

Kumu spent six weeks developing key insights around youth and cause marketing, reviewing the corporate TELUS strategy in-depth and having multiple discussions with key stakeholders to refine the approach.

The result was a detailed multi-device digital platform spanning with a content and engagement strategy relevant to youth, and which provide teachers with digital tools that were aligned with the school’s Prescribed Learning Outcomes.

The work was the strategic foundation for TELUS’ We 365 Platform, partnered with We Free the Children.