Powering the Maple Leafs Campaign

The Power Workers’ Union was looking for a way to boost its engagement with its membership and the communities it serves. Our team worked to develop a partnership campaign with the Toronto Maple Leafs Alumni that would help to maximize the union’s visibility and reach, attract the interest of members and improve overall engagement in union initiatives and events.


The pwu established a partnership with the toronto maple leafs for current and upcoming hockey seasons. Since its inception, the partnership has significantly increased visibility of the union, boosting engagement at events and ramping up interest in the union’s communication initiatives.


Union marketing was extended rights to create branding using the toronto maple leafs and power workers’ union logos. Creative images promoting the partnership were developed by our team, drawing member interest in union contests, initiatives and events.


A series of events were planned and held in member-dense cities throughout the province, offering a free skate, lunch, hockey clinics with toronto maple leafs hockey clinicians, and a meet n’ greet with Toronto maple leafs alumni. Events also included the Toronto maple leafs mobile fan zone, an interactive attraction for kids and families. Not only did these events allow attendees to connect with pwu executives and fellow members, it also allowed them the rare chance to meet famous hockey players they grew up watching on TV.


Partnership with the Toronto Maple leafs allowed the PWU to give - as prizes to members - Toronto maple leafs and powering the maple leafs giveaways; giveaways assisted in increasing member engagement across PWU connects communications platforms, such as the power workers’ union mobile app, union email and social media.

Social Media

A social media campaign was developed, highlighting powering the maple leafs events, initiatives and contests. PWU members were encouraged to not only follow the campaign, but to engage online, sharing photos from past powering the maple leafs events and initiatives using the associated campaign hashtag - #PoweringtheMapleLeafs.


The powering the maple leafs campaign was able to drastically increase member participation and engagement at events, improve the union’s follower base online and increase use of its communication platforms, leading to a more informed, connected membership.Through Branding of the PWU as a Toronto maple leafs partner at games and events, the campaign was able to also increase public visibility of the union.