1. A440
18-25 SIGNATURE PROPERTY STRATEGY
HONENS
PRESENTED BY LIMITLESS MARKETING AGENCY
WEDNESDAY, OCTOBER 22, 2014
6:00PM
2. LIMitless agency
About Limitless
We appreciate pancakes, rum, and pancakes with rum. We
appreciate long walks on the beach at sunset. We appreciate the big
picture and bright colours. And we also appreciate that you don’t
want to be given the same old pitch that you’ve always been given.
That's why we strive to be a little bit different.
3. executive summary
Here’s what we’ve learned:
Psychographics and Demographics
Your target market falls into the broader category of Millennials. Millennials are a tough bunch to pin down, but we've managed to
tease out a few facts; Millennials are looking for unique experiences that they can share with their friends, either in person or through
social media. They're trendy, value individuality, and are acutely socially aware. Most importantly, they want to trust what they're
hearing, and trust comes from their friends. This is why word of mouth is the most important concept in the marketing world right now.
and fall across a broad range of socio-economic backgrounds. The fact that they already attend arts events around Calgary makes
them even more likely to attend the one we've planned for you.
Benchmarking and Competitive Matrix
We've also learned that the world is full of amazing events; some right here in our own back-yard and some on the other side of the
also found out where your competitors’ weaknesses are, and how you can exploit them.
The Event
Finally, we've planned an all new Bison Noir event for you. We've taken an already exciting and unique event and made it into
to the A440 event season will bring an air of prestige and excitement to Bison Noir. Partnering with local food trucks and other arts
organizations will keep it low-key, while also allowing you access to their social networks. Encouraging the audience to use social
media to create buzz before and after each event will ensure that each one is more successful than the last.
4. acknowledgments
Valentina Ottati
Rebecca Griffith
Kara Schulz
Phil Vaive
Amanda Parkman
Maeghan Archibald
Ryan Mercier
Bradey Cameron
Maram Saegh
Alyssa Gerling
(CSO)
(Creative, Campaign, Benchmarking and Event)
(Benchmarking, Competitive Analysis and Budget)
(Benchmarking and Competitive Analysis)
(Benchmarking and Event)
(Event and Location)
(Segmentation, Pricing)
(Segmentation)
(Segmentation)
(Benchmarking)
5. the complete package
the audience
the competition
the best of the best
the event
The where abouts
the value
THE CAMPAIGN
THE accompaniment
The cost
1 - 9
10 - 13
14 - 26
27 - 30
31
32
33
34 - 37
38
6. likelihood of
attending a
classical
music event
After Attending an
Arts event
15% 17% 19% 21% 23% 25% 27%
Art gallery
Cultural/heritage performance
Theatre
Festival
Museum other than art gallery
Historic site
segmentation
PAGE 1
is only a 13% chance of them attending a classical music
event (Hill, 2012, p.31)
more likely to attend an arts events (Hill, 2012, p.32)
attended an arts event are to then attend a classical music
event that same year
General Arts
Attendance
7. Students/Millennials and the Arts
PAGE 2
likely than other Canadians 25 and over
to attend art activities - listed on graph
(Hill, 2014, p.23)
Millennials who have, or are
pursuing, a post-secondary education
have a 7% higher likelihood to attend an
arts event than those without a form of
higher education (Hill, 2014, p. 23)
frequently in arts activities throughout
high school have as much as a 21%
increase in preference for classical music
(Hopkins Center for the Arts, 2013, p.46)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
At least 1
of 5 key
arts
activities
Art
galleries Theatre Popular
music
Classical
music
Cultural
festival
youth (15-24) age 25 or over
likelihood of Millennials
attending arts event
8. how large is the market?
PAGE 3 LOOKING FOR STUDENTS TO ATTRACT TO YOUR EVENT? TRY THESE GUYS...
(Hopkins Center for the Arts at Dartmouth College, 2013, p.45)
FIELD OF STUDY
Visual & Performing Arts & Communications
Technologies
Humanities
Engineering
Mathematics, Computer & Information Sciences
3,330
3,115
4,245
2,470
Post-secondary Students & Graduates
in Calgary (15-24)
total 13,160
Statistic Canada’s 2011 NHS & NOC (Statistics Canada, 2012).
Target Market (15-24) = Approx. 13,000
9. How and why they listen to music
PAGE 4
exposure to new activities, such as different cultures, are all
(Ekos Research Associates, 2012, p.17)
technology and social interaction (Hopkins Center for the Arts, 2013,
p.39)
0% 10% 20% 30% 40% 50% 60%
Entertainment or fun
Emotional, spiritual, intellectual stimulation
Lean or experience something new
Exposure to new activities and different cultures
Opportunity to socialize with friends/meet people
A means of expressing myself/themselves
Learn about the past/understand the present
Other
Don’t know/No response
benefits for attending
performing arts
70% 80% 90%
10. Barriers to attendance
PAGE 5
play a key role in attendance
to entry to 12% of students surveyed
Lack of awareness (Arts
Council England, 2011)
Lack of time (Arts Council
England, 2011)
Lack of money (Australian
Council for the Arts, 2014)
Lack of interest (Australian
Council for the Arts, 2014)
0% 10% 20% 30% 40% 50% 60%
I’m too busy
I don’t have anyone to go with me
Tickets cost too much
I don’t know enough to enjoy it
I don’t like the music
I won’t be able to meet new people my age there
I can’t move around in a concert
I can’t talk to people during the concert
I can’t drink at a concert
I can’t text or use my phone
Reason for students not attending
classical music concerts
11. TARGET MARKET
18-25 YEAR OLDS WHO:
post-secondary program (preferably but not limited to an
arts program)
present)
segmentation
PAGE 6
13. Psychographics
PAGE 8
Want experiences over anything else (Eventbrite, 2014)
have a Fear of missing out (Eventbrite, 2014)
are Social media users (Eventbrite, 2014)
Spend time with friends (socializing) (Hughes, 2008, p.10)
Keep up with trends (Arts Council England, 2011)
Value individuality (Hughes, 2008, p.10)
Enjoy convenience (Nahai, 2013)
Want instant gratification (Arts Council England, 2011)
Will watch videos via Internet (Arts Council England, 2011)
are Socially aware (Nahai, 2013)
Trust word of mouth, peer reviews, and testimonials above all else (Nahai, 2013)
MILLENNIALS...
14. Engagement
PAGE 9
Here’s how to engage with Millennials
Internet and social media
Outdoor based advertisements
Word of mouth
(Arts Council England, 2011)
15. Competitive Matrix
PAGE 10
Do the organization’s events convey the primary message
effectively? (Average of following 4) (Andersson, Jutbring and Lund-
berg, 2013)
networking site” Pew Research Centre)
Regular Media
Event Location (Pew Research Centre)
The Event Itself
Does it evoke a sense of nostalgia? (Yeoman, 2013)
Does the event convey an ethical stance? (Avg. of next 2
questions) 85% of millennials correlate their purchasing decisions
and their willingness to recommend a brand based on the decisions
a company is making (Garton, C, 2014).
- How clear is the stance?
-
40% of aspirational consumers (responsible purchasers) are
millennials. That means potentially one billion people world
wide ages 18-29 seek out trust worthy do-good brands (Smith,
2014)
88% of Americans would stop buying a company’s products
if they learned of the company’s irresponsible or deceptive
business practices (Smith, 2014)
71% of millennials engage in social
media daily (Taylor, Katie, 2014). “They have shifted the role of buyers
from bystander consumers to selective autobiographers who shape
their individual experience of a thing” (McCallister, E., Jump
Associates).
(describe) (Baker, K, and Draper, J, 2013) “To millennials, life is about
participating, creating, individualizing, and tailoring experiences.”
Companies need to take this trend into consideration and create
personalized experiences for the millennials. (McCallister, E., Jump
Associates).
Does the event offer an escape from daily life? (Baker, K, and
Draper, J, 2013)
Does the event take place in an attractive setting? (Baker, K,
and Draper, J, 2013)
events? (Baker, K, and Draper, J, 2013) “More than half of millennials
have at least some college education (54%): PEW.”
(Baker, K, and Draper, J, 2013)
Not Used Poorly
Executed
Adequately
Executed
Superbly
Executed
0 1 2 3 4 5
16. Competitive Matrix Cont’d
PAGE 11
(Yeoman, 2013)
every-
day
Takes
advantage of
other events
Has become
the event
0 1 2 3 4 5
82% of the participants in the survey indicated they had attended a live
event in the past year and 72% said they’d like to increase their
spending on experiences in the coming year.
Millennials value experiences, not just products alone (McCallister, E. ,
Jump Associates).
neither
Appropriate
blend
0 1 2 3 4 5
product
only
experience
only
Location Analysis: From “Bonnaroo’s Founder on hosting a
blockbuster bash”
Adequate space
Is the space to be expected, or is it innovative?
Does the location enhance the experience?
How differentiated is the event?
not
used
Outside
the box
0 1 2 3 4 5
at a
bar
Trying to be
inventive
18. 3.9 class and school work
3.9 leisure activities/sports
(ARTS AND ENTERTAINMENT, SOCIAL
EVENTS, RELAXING)
1.0 eating/drinking
3.2 working
HOURS SPENT IN A DAY
The competition
PAGE 13
19. the best of the best
PAGE 14
we completed a world-class
benchmarking analysis to find
out the key factors that make
events successful and memorable.
20. 6
Years
3, 800
1 very
popular
mayor’s
support
Six years after it started, attendance has
tripled. CDF has grown from a one night
event to and event-packed six.
1
Hour
109 Million
raised
200
celebrities
in
support
Since 2008, SU2C has raised $261 million
toward cancer research. Almost half was
raised in one star-studded telethon.
STAND UP 2 CANCERthe chicago dancing festival
With 191,472 Twitter followers, 87,751 Facebook
likes, 96% approval ratings among 18-34year olds,
and a history of attending Honens events,
Naheed Nenshi would be a fantastic advocate.
Advocacy
PAGE 15
21. St. Jerome’s
Laneway Festival
and streets around Australia,
Detroit, and Shanghai
Unexpected Locations
PAGE 16 The Dixieland Festival
Riverboat Shuffle
hosting one massive jazz festival
Play Me, I’m Yours
market-places around the world
22. Lollapalooza 2014
Sponsorship
PAGE 17
“Having the correct sponsors helps
to build brand awareness” (Willman, 2010)
Festival de Musica Clasica Port de Soller
Held in Spain and has many well-known local
sponsors, including hotels (Festival de Musica Clasica
Port de Soller, 2014).
The hotels work with the festival to ensure ad-
equate and discounted rooms. This provides
sponsor as well.
Lollapalooza 2014 used Red Bull as one of its
event by providing a live stream to viewers at
home.
By providing Red Bull TV they streamed the
event to all those who couldn’t attend the event.
Red Bull’s live streaming has been extremely
successful that they have taken over segments,
services and features of many events (Helm, 2014).
23. Consumers “crave nuanced,
unique and refreshed experiences.
They will want something personal,
bespoke and unique.”
Unique Experience
The London Sinfonietta
Comic-Con
attend the global events
fan favourites
the same interests (Comic-Con Guide, 2014)
in direct spending at the 2011 convention
(CNN, 2014)
PAGE 18
24. Unexpected Combinations
PAGE 19
The Victoria Racing ClubIntroduced a fashion aspect to one of their events to
attract women to horse races.
(VRC, 2014).
Bonnaroo Music FestivalCashed in on the food truck trend, with food trucks
utilizing their social media networks to bring even more
people to the event (Bonnaroo, 2014).
The food trucks that participated had several thousand
followers on their twitter accounts.
Art in the DarkAn event that displays art, light displays, and other
interactive installations in the dark (Art In The Dark, 2014).
The event draws over 50,000 visitors.
BBC Prom 37
Classical music
urban artist
300,000 GUESTS
An attitudinal survey said classical music can
always be relied upon to deliver:
(BBC, 2013)
25. Cityof Arts and Sciences in Spain
allows eligible buyers to purchase
tickets online then prove age when picking
up tickets
St.Jerome’s Laneway Festival partners
with moshtix.com for a fast, easy
ticketing experience (St. Jerome’s, 2014).
DIFFAChicago partners with Simple
Checkout to make things easy
for their guests (DIFFA, 2014).
PARKholds fashion and arts events
using Ticketleap, offering credit
card and PayPal options (PARK, 2014).
Tickets can be downloaded and scanned
from phone for check-in, making it fast and
easy for guests and volunteers at the event.
PAGE 20
The Ticketing Process
26. Education
PAGE 21
The Montreal
Jazz Festival
The Jazz Festival’s “Blues Camp”
for 13-17 year olds “overcomes the
barriers between social classes,
opening its doors to all without
any form of discrimination. This
musical training program climaxes
with a performance for the public
on the Festival’s TD Stage at the
Festival International de Jazz de
Montréal. (Montreal Jazz festival, 2014)
Cantare
Children’s Choir
The Cantare Children’s Choir
features an event called Man
Enough to Sing. Encouraging men
to be a part of, and learn more
about the importance of music and
the arts. It is a one day
fundraiser that generates $8,000.
The best part? It grows in
attendance every year.
(Cantare Children’s Choir, 2014)
27. Millennials want to see what an
event looks like...
Video & Testimonials
PAGE 22
Millennials are more likely to attend something if they receive
a recommendation from a friend (LaPlaca Cohen, 2014).
When using online video some retailers have experienced
a 35% increase in sales (marketingprofs.com, 2014).
The Joshua Tree Music Festival posts videos of their events
and video testimonials to increase attendance (JTMF, 2014).
The London Sinfonietta has a YouTube pages with 60 videos,
many of which have over 1,000 views (YouTube, 2014).
Consumers search for online reviews before purchasing/
attending something (marketingprofs.com, 2014).
28. Membership Packages
PAGE 23
Pre-Sale info for concerts
Access to reserved seating
# of people per event
VIP Seating at Jazz Festival
Acknowledgment on site
VIP Tent access
Devotee
$150
✓
✓
✓
2
Family
$250
✓
✓
✓
4
Partner
$10,000
✓
✓
✓
4
4
10
✓
✓
✓
✓
✓
✓
Benefactor
$5,000
✓
✓
✓
4
4
10
✓
✓
✓
✓
✓
Patron
$2,500
✓
✓
✓
2
2
6
✓
✓
✓
✓
Producer
$1,200
✓
✓
✓
4
4
6
✓
✓
✓
CoProducer
$800
✓
✓
✓
2
2
4
✓
✓
✓
Director
$500
✓
✓
✓
4
2
2
✓
✓
SummerStage in new York offers multiple
membership packages to donors, with
increasing perks as donations increase.
29. SCHOOL OF FISH
MEMBERSHIP $50.00
Free admission for yourself to LPR
Member Shows. On average, there
are 10 member shows every month.
Monthly member e-mails with ticket give-
aways and other exclusive offers.
20% discount on Party Packages.
the LPR bar.
A “members table” is reserved for the use of
members and their guests before all seated
events.
Ticket pre-sales.
Access to member-exclusive events, and
advance options on hard to get tickets.
FOUNDING FISH
MEMBERSHIP $2,000.00
Free admission to all LPR shows and
events for one year.
LPR liquor locker with 1
complimentary bottle of choice.
Reserved table seats at all seated
events.
1,460+ events for free each year.
5,800+ admissions available with your
card every year.
Membership Packages
PAGE 24
le poisson rouge in New York also offers
membership packages to donors, including
one with a Birthday Beer Bucket. That’s
right. Birthday. Beer. Bucket.
CLASSIC FISH
MEMBERSHIP $300.00
Free admission for yourself and a guest to
LPR Member Shows. On average, there are
10 member shows every month.
Monthly member e-mails with ticket giveaways
and other exclusive offers.
20% discount on Party Packages.
purchases at the LPR bar.
A “members table” is reserved for the use of
members and their guests before all seated
events.
Ticket pre-sales.
Access to member-exclusive events, and
advance options on hard to get tickets.
Front-of-line access for you and your guests to
LPR late-night events, with ticket purchase.
A Birthday Beer Bucket on your birthday.
30. Direct Mail
PAGE 25
Pitsch Sports in Switzerland sent out direct mail to their customers reminding
them that ski season is approaching. The letter they sent was made out of wax
sales increased 15% that year for Pitsch Sports.
The direct mail piece needs to be both interesting and relevant to the one
receiving it.
(Canada Post, 2014)
DIRECT MAIL’S RESPONSE RATE IS TEN TO THIRTY TIMES
THE RESPONSE RATE OF EMAIL (Schiff, 2012)
31. the best of the best
PAGE 26
Having the right people support your
event increases popularity
Advocacy
Unique locations create buzz and
spark interest
Unexpected Locations
Having sponsors that match the event
identity can enhance an event
Sponsorship
Give attendees additional access
such as back stage access or a meet
and greet
Unique Experience
Add multiple activities for attendees
to engage with
Unexpected Combinations
Smoother ticketing processes make
attendees more likely to buy tickets
Ticketing Process
Engage attendees with informative
and interactive experiences
Education
Potential attendees want to know
what type of event it is before they
buy a ticket
Video & Testimonials
Adding different levels of ticket packages
adds perceived value to the event
Membership Packages
increase response rate
Direct Mail
34. The event
PAGE 29
A casual, bar-like setting, appeals to a younger
demographic, and begins later at night. Honens
Bison Noir brings ‘cool’ to Calgary’s classical
music scene. It fuses performances of classical
and post-classical music in a unique setting and
removes formal traditions, allowing audiences
to feel comfortable wearing casual clothing,
getting there when they can, and not worrying
about small noises made during the concert.
BISON NOIR
location
DaDe Art &
Design Lab
All art aspects will be incorporated at the
event: visual, performance, goods, and
social.
The event is a complete artist.
A COMPLETE EVENT
UNEXPECTED LOCATIONS
MAKING THE EVENT A UNIQUE EXPERIENCE
UNEXPECTED COMBINATIONS
EDUCATING YOUR AUDIENCE
incorporating
benchmarking
1327 9 Ave SE
Calgary, AB
T2G 0T2
35. Implement a smoother ticketing process
• Quality cards personalized with a membership number
• Username and password
• Disclaimer for age segment - allows A440 members
to purchase tickets online and show proof of age when
tickets are presented at the event
• Perks for membership includes: discounts to local
establishments and events that encourage the arts and
community aspect (boutiques, cafes, pubs...)
Among the main reasons given by people under 18
for having attended classical music concerts is that the
tickets were easy to book. (Chun-Fu, C. & Hu, H., 2014)
• Once people sign up for the A440 membership online,
they will receive a discount code in their e-mail
immediately that they can use to purchase tickets
online.
•
attending as an A440 member their ID will be checked
to verify that they are within the A440 age group. This
gets documented and the individual is now in the
database.
•
A440 member will receive their card in the mail only
need their card to show at future events.
A440 Membership
The event cont’d
PAGE 30
A440
36. the Where-Abouts
DaDe Art &
Design Lab
space
becoming a key cultural
hotspot in Calgary. If you’re
ever in the hood, this should
be on your list.” - Anonymous
DaDe, you can’t help but walk
out just feeling cooler for
being there” - Wendy P
Inglewood
food truck
large items (piano &
instruments) into the space
neighbourhood that offers
events, arts & culture,
shopping, and dining
18-24 year olds (PRIZM
segmentation)
PAGE 31
37. the accompaniment
Honens can partner with different arts and culture organizations within the city to help
promote their A440 events, as well as contribute to their new “Complete A440
Artist” package
Every year Honens will pick 3-4 cultural events or groups in the city to partner with so
the organizations can cross promote and tap into other customer bases
By doing this, the A440 membership has a few more perks. By having the A440
members attend all of these other events, they will then become a complete A440 artist
By partnering with these organizations, they could take part in Bison Noir to make the
event itself a complete artist
By having a variety of visual and musical displays, the attendees will have plenty to take
in and also post about on their various social media platforms
PARTNERSHIPS
PAGE 32
38. the value
A440 members can currently purchase Honens tickets for as little as $18.
However, with the revamped Bison Noir event, the price will be increased to $25.
A440 members will receive a coupon for the featured food truck at the event, worth
$7, increasing perceived value. The regular ticket price will be $35 so that potential
A440 members have more incentive to sign up and receive the discounted ticket
price. As an added promotion to our pricing strategy current A440 members can
also bring a friend, family member or co-worker to the event to sample the Honens
A440 experience; Including, the A440 ticket pricing as well as the free food voucher
for Bison Noir. By incorporating our market segmentations need for social interaction
and recommendations from their social circle we determined our pricing strategy
meets their needs.
Pricing Strategy
PAGE 33
40. TRENDY PLACES & UNIVERSITIES
Within these trendy areas and universities/
institutions, posters will be displayed on
outdoor poster boards, in trendy local
restaurants, bars, and coffee shops.
Akre also argued for good old print marketing, too: “I’m a digital guy, but
print works.” Traditional channels do have to be seamlessly integrated with
the online message to effectively reach the choosy millennials, he said.
(York, J., 2014)
Print Media
PAGE 35
same light as advertising the public does not realize the organization
either directly or indirectly paid for them – they tend to have more
credibility.
intrinsic credibility of the source, which implies that receivers tend
to believe in news more than they believe in advertising.
(Jo, S., 2004)
POSTER DISTRIBUTION
BLOGGERS: Event and lifestyle blogs
to create buzz for Bison Noir
MAGAZINES - for featured articles
Branded
of YYC’s driven, sexy and thriving
the pulse of the city. #getbranded
and only launched this month)
41. word of mouth
PAGE 36
Word of mouth (WOM) is seen as more credible than
advertising because it is perceived as having passed
through the evaluation of “people like me”
(Smith, T., 2012).
One of the strategies to create WOM will be a
personalized direct invite to the Bison Noir event.
A440 Members will receive an incentive with their
invite. This incentive will be a voucher for the
member and a guest to receive free food at the
event. This voucher will entice the member to invite
a friend to the event and the friend will want to sign
up for A440 to receive the discounted price for a
ticket.
Direct mail can receive 10 to 30 times the
response rate than email (Schiff, 2012).
WORD OF MOUTH
42. social media
PAGE 37
#HonensA440 #BisonNoir2015
“We’re almost out of tickets”
audience #BisonNoir2015”
#BisonNoir2015”
Photographer at the event to document the evening’s activities and create
post-event buzz on Facebook for next year’s event.
recommendation from a friend (LaPlaca Cohen, 2014)
To create buzz before the event...
around the city
Facebook & Twitter
SOCIAL MEDIA posts
A photo booth at the event will build buzz for after the event - individuals
will post pictures from the photo booth and use the hashtag #BisonNoir2015
HASHTAGS
photo booth
Guerrilla marketing
photographer
Create a Facebook event page
for the Bison Noir event and
ensure to invite all existing A440
members and encourage them
to invite their friends - invite at
least 500 people
FACEBOOK
43. the COST
Expenses
Site
Room
Staff & Rentals
Equipment
Total
Refreshments
Food
Liquor & Soda
Total
Additional
Photographer
Total
Marketing
Posters
Invitations
Total
Total Expenses
2,000
350
4,100
$ 6,450
1,200
695
$ 1,895
700
$ 700
720
130
$ 850
$ 9,895
Revenue
Tickets
A440: 150 x $25
Regular: 40 x $35
Liquor
Sponsorship
Total
3,750
1,400
2,205
2,540
$ 9,895
The expense for performers has not been included in the
budget. The current expenses are $9,895 and performer
expenses would be added to this number.
In order to break-even for the current expenses, $2,540
would need to be obtained in sponsorship revenue. The
total cost for performers will also need to be covered by
sponsorship revenue.
PAGE 38
sponsorship strategy
44. -
pacts of an innovative food strategy. International Journal of Event and Festival Management, 4(3), 224-235
Art In The Dark. (2014). About. Retrieved October 8, 2014, from http://artinthedark.co.nz/about
Arts Council England. (2011). Arts Audiences: Insight. Retrieved from http://www.artscouncil.org.uk/publication_archive/arts-au-
diences-insight-2011/
Australian Council for the Arts. (2014). Arts in Daily Life: Australian Participation in the Arts. Retrieved from http://www.australi-
BBC. (2013, July 9). Record number of concerts sold out as BBC Proms 2013 concludes. Retrieved October 8, 2014, from
Bonnaroo. (2014) Food truck oasis. Retrieved October 10, 2014, from http://www.bonnaroo.com/news/food-truck-oasis
Calgary Civic Symphony. (2014). Home. Retrieved October 1, 2014, from http://www.calgarycivicsymphony.ca/
Calgary Philharmonic Orchestra. (2014). Main. Retrieved October 1, 2014, from http://www.cpo-live.com/main/
Calgary ProMusica. (2014). Home. Retrieved October 1, 2014, from http://www.calgarypromusica.ca/
Cameron, G.T. (1994). Does publicity outperform advertising: An experimental test of the third-party endorsement. Journal of
Public Relations Research, 6(3), 185-207.
Canada Post. (2014, January 14). Direct mail matters. Retrieved October 12, 2014, from http://www.canadapost.ca/ext/en/
dm/?p=2683#.VD2U-udGzKk
Cantare Children’s Choir. (2014). Man enough to sing. Retrieved October 8, 2014, from http://cantarechildrenschoir.homestead.
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