In 2015 the Hospitals of Regina Foundation faced a lack of senior leadership, growing competition, a brand that was tired and had not been refreshed in years, no mainstream or social media strategy and minimal marketing presence in its market beyond its home lottery advertising.

Join us for this exciting case study to learn how in a short 9 months a new leadership team designed and launched a brand refresh and a marketing strategy that changed our key message, repositioned the Foundation, allowed it to reclaim its leadership in the market, made it a charity of choice in southern Saskatchewan and led to a $1 million corporate matching gift.

In this session we will share our marketing strategy, our community marketing campaign, our social media work and our radio and TV advertising plan that allowed us to achieve a remarkable turnaround.

Learning Outcomes:

1. Setting a marketing/brand strategy
2. How to refresh a brand
3. Media strategies to achieve profile in your market
4. Brand & Marketing strategies that support fundraising & revenue generation

Bonnie Monteith

Director, Marketing & Communications

Hospitals of Regina Foundation

A seasoned communications professional, Bonnie’s experience spans across many areas in the marketing and communications world. Her key accomplishments include the rebranding of a national diagnostic imaging company and the Forzani Group chain of stores, the development of a western Canadian magazine, an employee engagement strategy for Canadian Blood Services as well as a promotional campaign that won Bonnie her first International Association of Business Communicators award for communications management. In addition to winning several other awards for her teams’ work, she managed her own communications business for 12 years. She recently led the brand refresh for the Hospitals of Regina Foundation and its home lotteries, and built the brand campaign for the Foundation’s annual Four Seasons Ball.

Dino Sophocleous, CFRE

President & CEO

Hospitals of Regina Foundation

Dino Sophocleous is a senior non-profit leader with twenty-five years of experience. He is well versed in annual fund development, major gift programs and capital campaigns and has managed campaigns ranging from $10 million to $80 million. Dino’s past roles include President, Arthritis Research Foundation; President, The Hearing Foundation of Canada; National Director of Development, Ducks Unlimited Canada; and Development Director, Huntington Society of Canada. Dino is a member of AFP, CAGP and AHP. He holds a CFRE professional designation, a BA (Specialized Honors) in Economics from York University in Toronto and has completed the Capital Campaigns Program offered by AHP.