Canlan Ice Sports - Business Consulting Project

Project Details

Project Client: Canlan Ice Sports
Project Description: Corporate Social Responsibility
Students: Kayli Drinkwater, Graeme Lea, & Maria Salo
Term: Spring 2015
BCIT Program: Business Management
Canlan Ice Sports’ current approach to Corporate Social Responsibility (CSR) includes two national programs - partnering with Food Banks and the Canadian Cancer Society. Each individual facility also autonomously implements additional programs. In order to compete with other companies of similar size, Canlan wants to build a stronger, more focused strategy to build engagement with local communities.

In order to be a leader in Corporate Social Responsibility, Canlan needs a redesigned CSR program which connects to and shares values with the community and contributes to its well-being. The new program also needs to be communicated more effectively in order to engage the community. Creating a program that meets these criteria will also increase positive brand awareness and recognition on a national scale.

The team conducted primary research to discover what Canlan’s stakeholders wanted to see in a CSR program. Secondary research was conducted to find out what competitors are doing and how to implement a successful campaign. After researching, brainstorming was done to figure out what programs could potentially fit with Canlan’s culture and core values.

The team presented their findings at a senior executive meeting and the executives will discuss and define their next steps.