Creative Vinyl is developing an integrated marketing communications plan for Lululemon Athletica to help improve its brand image and increase awareness and sales in Canada. The plan focuses on a campaign centered around Lululemon's "One for One" initiative, where for each item purchased, the company donates a product to a youth in an underdeveloped community. The campaign will use in-store advertising, social media, PR and sales promotions between August-September to communicate this message in key Canadian markets like Ontario, BC and the Prairies. The objectives are to demonstrate Lululemon's community involvement and convey that its products can positively change lives.

1. Louisa Sonosky | N00461792
Rachel Schmidt | N00469892
Olivia Fish | N01123701
Julianna Sitrit Leibovich | N01139188
Prepared by: Creative Vinyl
IMC Final Report
April 6, 2016
AMM 5013: Integrated Marketing Communications
Prepared for: Sheila Moore

2. Table of Contents
Brand Review ......................................................................................................................... 2
Background / Overview .......................................................................................................... 3
IMC Objectives ....................................................................................................................... 5
Creative Objectives ........................................................................................................................... 5
Media Objectives .............................................................................................................................. 5
Creative Strategy, Appeal and Tactics Recommendations ....................................................... 9
The Big Idea ...................................................................................................................................... 9
Creative Theme ............................................................................................................................... 10
Tone & Style ................................................................................................................................... 10
Appeal Techniques .......................................................................................................................... 11
Key Message ................................................................................................................................... 11
Copy Platform, Creative Tactics and Rationale ................................................................................ 12
Creative Approach .......................................................................................................................... 13
Media Recommendations ...................................................................................................... 15
Media Habits of Target .................................................................................................................... 15
Media Strategy ............................................................................................................................... 16
Media Mix ...................................................................................................................................... 17
Media Selection Rationale ..................................................................................................... 20
Campaign Scheduling & Blocking Chart .................................................................................. 22
Budget .................................................................................................................................. 22
Budget Breakdown ......................................................................................................................... 23
Graphic Treatment ................................................................................................................ 25
Conclusion ............................................................................................................................. 27
Why is this best for Lululemon? ...................................................................................................... 27
Recommendations for the Future ................................................................................................... 27
Appendix A ............................................................................................................................ 27
Appendix B ....................................................................................................................... 31-32
Appendix C ............................................................................................................................ 33
Resources .............................................................................................................................. 34

3. Creative Vinyl is taking on a new client, Lululemon Athletica. The overall goal of Creative
Vinyl is to create a six-month integrated marketing communications plan with communication
objectives, strategies and details on budgeting within the Canadian market.
Lululemon Athletica was founded in 1998 in Vancouver, Canada by Chip Wilson. The company
is known for its yoga-inspired athletic wear1
. Eighteen years later, Lululemon has over 350 stores
around the globe.
Brand Review
Product Description / Key Features & Benefits
Building a well recognized and reputable brand is essential in developing a successful marketing
strategy. Lululemon has grasped this concept as they continue to create innovative sports apparel
using top quality fabrics that are sweat resistant, durable, functional and fashion forward. Product
quality is the foundation of Lululemon, emphasizing on three main areas; fabric, performance
and craftsmanship2
. With a variety of styles, Lululemon has created unique athletic apparel for
yoga, running, dancing, and most other “sweaty pursuits”3
. The company sells pants, tops, shorts,
and jackets, as well as accessories such as bags, socks, water bottles, and yoga mats. Lululemon
is not limited solely to athletic wear, but has combined workout apparel with everyday fashion,
creating a powerful trend towards modern day athletic style4
.
Brand Image
Lululemon positions themselves as a community based company, focused on building and
maintaining brand loyalty. The company has built an incredibly strong customer loyalty base
through offering events such as free yoga classes and running clubs5
. Focusing on community
and allowing customers to participate and engage in such activities aligns with the brand's
mission of promoting health and fitness6
. This provides the customer with an experience,
allowing them to connect with the brand on a more personal and intimate level. With brand
ambassadors at each location, Lululemon represents its company through driven athletes
passionate about their lifestyle and local communities7
. They are committed to bringing
knowledge and experience to the brand, inspiring both locally and globally. Overall, Lululemon
is a lifestyle brand, as individuals see themselves leading a healthy lifestyle when shopping and
wearing Lululemon’s clothing.
1
Lululemon Athletica. (2015). Who is lulu athletica. Lululemon Athletica. Retrieved on 13 March 2016.
2
Ibid
3
Supra
4
Tom Hutchinson. (31 January 2015). The World’s Hottest Retail Stock Has Room to Run. Nasdaq. Retrieved on 13
March 2016.
5
Schlossberg, Mallory. (30 July 2015). “Lululemon’s secrets for beating all the competition”. Business Insider.
Retrieved on 14 March 2016
6
Komvopoulos, Joanna. (22 February 2013). Lululemon Brand Athletic Brand Audit. LinkedIn Slideshare. Retrieved
on 16 March 2016
7
Lululemon Athletica. (2015). Who is lulu athletica. Lululemon Athletica. Retrieved on 13 March 2016

4. Place in the Industry / Unique Selling Point
Lululemon sets themselves as a top competitor within the athletic apparel industry. Since its
inception, Lululemon has continued to produce high quality garments that not only satisfy the
customer based on the physicality of the product, but engage the customer in a way that allows
them to build a relationship with the brand. However, in recent years’ new competitors have
entered the market offering high quality products as well, but for a more reasonable cost. This
has posed some issues for Lululemon as they no longer have their foundation of high quality
products to use as a competitive advantage. Although this may affect their position in the
marketplace, they still identify and differentiate themselves not only on quality, but on luxury
and premium apparel that provides individuals with a sense of style and purpose8
. This
differentiation is essentially what they consider to be their Unique Selling Point (USP). They
emphasize their brand not merely as an athletic wear company, but as a means to live a healthy,
active and stylish lifestyle.
Background / Overview
In recent years, Lululemon Athletica's brand image has been tarnished. In 2013, the former CEO
of the company, Chip Wilson, made controversial remarks suggesting that some women were too
large to wear the brand’s pants.9
As well, in the same year, the company announced that they
were recalling some of their signature black yoga pants because they were too sheer. The overall
coincidence between the two situations has left a bad taste in many consumer’s mouths.
Lululemon is no longer perceived in a positive light as previous years.
Issue Faced by Lululemon
Lululemon is facing increased competition by many brands that are trying to get into the
athleisure market. The company prides themselves on making high quality clothing at high-end
pricing. Companies such as Nike, Under Armour, Gap Inc., and Victoria's Secret are all making
it difficult for Lululemon to stay above the competition. In 2012/2013 Lululemon was worth
more than its competitors like Under Armour but now the roles have reversed and Under
Armour, for example, is worth much more than Lululemon.10
These companies all offer similar
products at lower price and/or competitive prices.
The main objectives for Lululemon Athletica is to clean up their brand image and bring back
their core target market. The company distanced themselves from the former CEO in 2014,
however, they need to do more within the community to reestablish their brand image. The
company also needs to promote themselves of a more luxury brand among the competition, and
focus on their key target market which is the yoga community.
8
Komvopoulos, Joanna. (22 February 2013). Lululemon Brand Athletic Brand Audit. LinkedIn Slideshare. Retrieved
on 16 March 2016
9
Shaw, Hollie. (10 December 2013). “Lululemon founder Chip Wilson’s 5 most controversial quotes”. Retrieved on
14 March 2016
10
Marina Strauss. (6 October 2015). “Lululemon founder takes responsibility for controversial remarks”. The
Globe and Mail. Retrieved 14 March 2016.

5. Competitor Analysis
There are many companies that have entered the sports apparel market, which could cause
Lululemon to lose its edge. Lululemon USP has become eroded from their CEO scandal to the
issues with the quality of their athletic tights. Nike has also recently upped their women’s
workout line and is the global leader in sports apparel sales.11
Gap’s athletic apparel is sold at a
more affordable price than Lululemon but is still high quality. While Under Armour has only
recently come into the women’s sports apparel market, they have a strong brand power and are
growing quickly.12
Current Advertisements and Promotions
Lululemon’s advertising and marketing is different than its competitors. The company focuses
on a community-based marketing approach in order to increase brand awareness and customer
loyalty. They use marketing strategy that includes social media, local ambassadors and hosting
community events in order to reinforce their premium brand image.13
Currently Lululemon does
not have digital, television, or print ads, but uses mainly word of mouth and in store advertising
in order to market towards their audience.
Audience Fragmentation
While Lululemon sells different types of athletic wear for women and men, their main focus is
primarily yoga. They have apparel like fitness tops and pants, but also have many accessories
like yoga bags and mats. Their original goal when opening the first store in 1998, was to provide
a community based hub where they could organize local event, and increase customer
engagement. 14
They had yoga instructors come teach various classes, and really wanted to target
people who are health conscious. While Lululemon today has become more mainstream and is
worn by the average person, the company still tries to target the active person seeking a healthy
lifestyle.15
Consumer Behavior Analysis
Lululemon’s primary target customer is a sophisticated and educated woman. She understands
the importance of an active, healthy lifestyle. The target market is tasked often with dual
responsibilities of both a career and family and is often challenged to balance her work, life, and
11
Soni, Phalguni. (8 June 2015). Nike Activewear Peers Eye an Expanded Set of Opportunities. Market Realist.
Retrieved 14 March 2016
12
Adrian Campos. (8 October 2013). How Selling Yoga Pants Became a Great Business. The Motley Fool.
Retrieved on 15 March 2016.
13
Lululemon Athletica. (27 March 2014). Annual Report 2014. Edgar online. Retrieved on 12 March 2016.
14
Phalguni Soni. (15 December 2014). Lululemon Attempts to Reinvigorate Its Interrupted Growth Model. Market
Realist. Retrieved on 15 March 2016.
15
Phalguni Soni. (14 December 2014). Why Lululemon’s Distribution Channels are a Competitive Advantage.
Market Realist. Retrieved 15 March 2016.

6. health. This type of woman uses exercise to achieve physical fitness but also more importantly
inner peace.16
The overall consumer behavior as stated by Lululemon will assist in influencing the purchase
decision. It is known that women who shop at Lululemon are mothers, young women, who lead
active lifestyles. In order to influence purchasing behaviors and increase overall brand
perception, the target market needs to be persuaded by the One for One campaign.
Marketing Objectives
1. For the upcoming year, the objectives are:
a. Clean up brand image
b. Acquire new customers
c. Increase brand awareness
2. To accomplish these objectives:
a. Lululemon will do more within the community to clean up brand image.
b. Lululemon will have more community-based activities to increase customer
loyalty.
c. Will promote the benefits of their product over competitors.
IMC Objectives
Creative Objectives
1. Communicate Lululemon’s products - t shirts, pants, shorts - and how they help fuel a
healthy lifestyle.
2. Demonstrate the community involvement of Lululemon in the local community schools
and support young female adults living a healthy and active lifestyle.
Media Objectives
Who: The Target Audience
Primary target audience is Females between the ages of 35-49 years old residing in key Urban
areas in Canada. The secondary target is Females between the ages of 18-24 years old residing in
key Urban areas within Canada.
Age Vertical Percentage (%) Index
18-24 16.6 150
35-49 29.5 124
16
Lululemon Athletica. (27 March 2014). Annual Report 2014. Edgar online. Retrieved on 12 March 2016.

7. Sex Vertical Percentage (%) Index
Female 79.4 157
Education Level Vertical Percentage (%) Index
University/Other Non-
University Certified
20.9 98
Bachelor’s Degree 20.3 132
Vocation Vertical Percentage (%) Index
Technical/Sales/Teaching/Oth
er White Collar Jobs
19.0 180
Household Income Vertical Percentage (%) Index
$100,000+ 58.6 177
What: The Overall Message
The message to be communicated will dial in on how customer’s purchase in store helps young
adults in the local community and that Lululemon products can help change one’s life in a
positive manner.
The message communicated to consumers will focus on how Lululemon will give a pair of pants
or shirt (consumer picks) to high school children in an undeveloped area when they purchase a
pair of pants or specific shirt - the notion of One to One. How their purchase extends far beyond
the store and the customers personal satisfaction.
Where: Key Markets
The campaign will occur throughout Lululemon stores in Canada, with specific emphasis on the
Ontario, British Columbia, and Prairie regions.
Within these regions, Lululemon stores within key Urban and Metropolitan areas will be focused
on to execute the campaign. The following Urban/Metropolitan areas will be used as they
represent the areas with the greatest majority of Lululemon shoppers within Canada.
17.9% of women’s clothing that was personally bought within the past 12 months at Lululemon
was in Toronto and 10.2% was bought in Vancouver. While Calgary and Edmonton have a
smaller percentage of Women who personally bought clothing at Lululemon within the past 12
months, they do have higher indices. Meaning consumers in Calgary are 113% more highly to
purchase Women’s clothing at Lululemon then other stores and consumers in Edmonton are 59%
more likely to personally buy Women’s clothing at Lululemon within the past 12 months.

8. Table 1: Women’s Clothing Where Personally Bought/Past 12 Months, By Region
Region Vertical Percentage (%) Index
Ontario 38.9 101
Prairies 27.4 152
British Columbia 19.9 150
Source: Kantar Media. (2015). Women’s Clothing Where Personally Bought/Past 12 Months Lululemon. Retrieved
from PMB.
Table 2: Women’s Clothing Where Personally Bought/Past 12 Months, By City
City Vertical Percentage (%) Index
Toronto 17.9 105
Vancouver 10.2 144
Calgary 8.3 213
Edmonton 5.9 150
Source: Kantar Media. (2015). Women’s Clothing Where Personally Bought/Past 12 Months Lululemon. Retrieved
from PMB.
When: Timing
The timing of the campaign will be in in August/ September, aligning with the third quarter, as it
will coincide with back to school shopping and the start of a new school year that occurs in
September.
Build-Up and Buzz will be created through media leading up to the launch months to create
awareness among the target audience.
How: Schedule & IMC Elements
The IMC elements to be used in the campaign will be:
1. Advertising
a. Product Advertising - This form of advertising will be used to communicate
information about the new initiative between Lululemon and the involved schools
and the product itself. The goal of this advertising it to help build the initiatives
image and brand image in the minds of consumers.
i. In store advertisements
2. Digital (Interactive) Communications
a. Interactive communications will be used to communicate with consumers across
social media platforms and channels to spread the word online; which will help
support offline efforts with traditional media.

9. 3. Public Relations
a. The goal of PR in the campaign will be to bring awareness to the initiative and
help gain understanding from the public surrounding the initiative and the new
product.
b. This will be done through PR releases to social influences, Lululemon’s company
website and additional social media outlets.
c. Company social media, in combination with the social media of school’s involved
will be essential in the execution of this.
4. Sales Promotion
a. This element of the IMC mix will consist mainly of the Lululemon sales force
both with in store representatives but also brand ambassadors,
5. Experiential Marketing
a. This will be used to connect with consumers and loyal Lululemon customers in a
more personal manner.
b. This will include a preview night for loyal customers and social influences to
learn about the product and overall initiative, as well as to meet girls who will be
directly benefitting from the program.
i. Encourage these individuals to participate through health programs that
they are interested in. Talk with them and find out their interests and
aspirations and connect them with individuals who can continue to help
them in the future.
6. Personal Selling
a. The face to face communication with consumers will be essential to the initiative.
b. This type of communication will allow Lululemon sales representatives in the
stores to speak with customers about the initiative and how their purchase is much
more than the item they are buying.
c. The personal selling will occur within the Lululemon stores in the key areas
mentioned above, as well as in a subtler manner through a YouTube web series
documenting the initiative from beginning to end, discussion with school
representatives, and students themselves.
The campaign will focus on reach and frequency strategy with various weight levels to promote
the campaign. Reach will be used as the goal will be to reach as many consumers with the
advertising message as possible during the campaign period while frequency will be utilized to
reach those consumers as many times as possible with the advertising message during the
campaign period.
The marketing communications program will work with the marketing effort to effectively and
meaningfully communicate the overall initiative between Lululemon and affiliated schools, how
the brand is giving back to the local community, and helping promote active lifestyles of future
generations. Through these efforts and the initiative, Lululemon hopes to change and/or alter the
brand image in the minds of consumers to be more positive and see that Lululemon is actively
involved in the local communities in a giving back nature and a focus on the youth - more than
provided psychological affirmation for purchases and hosting classes.

10. The desired audience response will be two fold:
1. The purchase of one of the items that falls under the initiative
2. Change in brand perception among consumers by 20% by the end of Q4.
Creative Strategy, Appeal and Tactics Recommendations
The Big Idea
One for One...and More. The tools for living a healthy and balanced lifestyle.
With every purchase of Lululemon High Times Pants (below, left) and/or Swiftly Tech Short
Sleeve Tee (below, right), Lululemon will donate the same item to a girl at a local high Canadian
high school. The aim of this initiative is to assist young adults in underdeveloped areas with
living an active and healthy lifestyle. To teach and inspire those through action and showing is
the best way to teach. Lululemon is putting their product where their mouth is and giving back to
the local community that has accepted them and supported them over the years. Equipping local
community members with the tools to work out and learn to live a healthy active lifestyle is of
high importance to Lululemon.
Picture Credit: Lululemon Athletica Picture Credit: Lululemon Athletica
In addition to the One for One initiative, Lululemon ambassadors from the across the country
will go into the local high schools and teach classes once a week to help connect and inspire
these young adults.
This initiative will not only assist the individuals in the local community but also promote
healthy living as a key principle in life.

11. Rationale
Lululemon wants to be known as a company that not only produces high quality products, who is
active within the communities their stores are within but also as a company that gives back to
their customers and young adults cannot afford proper athletic wear. Therefore, One for One is a
way for Lululemon to give back to the communities as well as fostering a strong sense of the
need for physical health in young women and men.
There has been a growing epidemic in health related issues. Without proper physical education,
young women and men do not grow up maintaining a strong sense of the necessity for physical
health. Proper diet mixed with physical exercise is imperative as it ensures that young women
and men learn how to maintain proper health without which can lead to obesity and body image
related issues. Thus the overall goal in One for One is ensuring that young women and men who
cannot afford athletic apparel have the opportunity to learn healthy habits without struggling to
find the necessary apparel for working out.
Creative Theme
The creative theme of the campaign is to generate and strengthen a positive brand image of
Lululemon by altering consumers’ current perception of the brand. By launching a completely
new advertising campaign with a new message Lululemon has yet to attempt, the style and
personality of the message will be different enough from other campaigns to create a new image
in the consumer’s mind.
The central theme will be transferrable from the traditional media forms chosen (magazines and
television) to the digital platform. The overall theme of the One for One campaign is giving as it
can be used not only for this campaign but continue to be used to increase positive brand image
for Lululemon in the future.
A sub-creative theme of lifestyle aspirations will also be conveyed. Although a central theme of
giving is conveyed throughout the campaign, the sub-theme of lifestyle aspirations conveys key
benefits of the brand as well as the benefits of the overall campaign.
In order to convey the central theme of giving and a sub-central theme of lifestyle aspiration,
Lululemon will develop unity with female consumers within the communities Lululemon stores
are in. By purchasing any High Times Pants and/or Swiftly Tech Short Sleeve Tee, one will be
donated to a local high school.
Tone & Style
The overall tone and style of the campaign will be delivered both in an informative and friendly
manner.
Lululemon wants to give information and raise awareness about the issues of poverty and young
adult’s inability to afford basic necessities such as clothing. By doing such, Lululemon is
fostering a unity within communities and establishing a strong connection with their consumers

12. as well as their community. It is also connecting communities together by creating a platform for
awareness and advocacy about poverty within communities.
Alongside issues of poverty are issues pertaining to health and self-esteem. The campaign can
foster the idea of good health while promoting Lululemon’s clothing and the campaign as
individuals who working out tend to have a better self esteem and mental and physical health.
Therefore, it is also important for Lululemon to address these issues as a commonality alongside
poverty.
The campaign should also be set in a friendly manner. Because this issue is often less talked
about or ignored, Lululemon wants females to receive the feeling of happiness for giving back to
the community. Although the customer doesn’t need to do anything except purchase clothing and
Lululemon does the rest by giving back and going to the school to give classes to female
students, the customer still feels engagement within their community, knowing that the money
they use to purchase clothing from Lululemon will also go to helping those who cannot afford
simple necessities.
Appeal Techniques
Based on brand appeal and insight into the consumer demographic, it is beneficial for Lululemon
to use a One for One campaign. Lululemon’s brand appeal assists in the idea of physical health
and maintaining a healthy lifestyle. The appeal techniques that will be used within the One for
One campaign are positive, factual and lifestyle.
The overall tone that Lululemon wants to convey to young adult’s is positive. Creative Vinyl
want to individuals to feel happy, cheerful and foster the overall emotion found when an
individual gives back. The overall One for One project wants to focus on giving and the emotion
that is evoked when individuals give back - that sense of doing something right and good.
Another appeal technique that the One for One campaign can use is factual. It is important for
Lululemon to convey the reasoning for the campaign, giving statistics as to why it is important to
buy certain pieces of apparel over another in order to give back may assist in generating sales of
a pair of High Times Pants or Swiftly Tech Short Sleeve Tee.
The lifestyle appeal technique will also be used as it is the most recognizable to the overall brand
of Lululemon and assist in conveying to the target market the reasoning behind the goal of the
campaign. The lifestyle technique is the most important technique as it shows what the
Lululemon brand stands for - which is a healthy lifestyle. The overall lifestyle technique can
show images of healthy living and associate Lululemon’s brand with the desired lifestyle of the
target audience.
Key Message
The key message of the campaign is giving to those less fortunate.

13. Women may gravitate towards the idea of giving back to younger females and knowing that they
are helping young women and men within their community. As Lululemon’s target demographic
is females between the ages of 35-49, these women are typically within the nurturing, motherly
stage of their life cycle. Therefore, these women may gravitate towards the idea of One for One
and more willing to participate within the program knowing they can help young females.
Based on the media objectives, the campaign will want to reinforce the message of giving back
to local communities in Canada. The message overall will assist in achieving the overall
objectives because more individuals will be able to come together and connect, creating a sense
of unity within their communities.
The overall message of giving will facilitate achieving objectives because individuals will gain a
sense of doing something right and being proud of giving back to their communities. When
individuals feel pride, they often will return as they have a sense of gratification. If Lululemon
can assist individuals in feeling gratified for doing something good, individuals will increase
their perceptions of Lululemon, ultimately achieving their objectives.
Copy Platform, Creative Tactics and Rationale
Based on the USP of Lululemon and the products used within the campaign, the copy platform
will outline topics to be addressed in the Television, Magazines, Digital Media, Experiential,
Public Relations, and Out of Home mediums. Based on the overall objectives of the campaign,
Creative Vinyl will use the copy platform as a way to enable Lululemon to target their desired
audience and generate sales for the One for One campaign.
Copy Platform
Television - 0:30 second commercials that will be played on networks that align with the target
market's interests.
Print (Magazines) - magazines should be executed using a full page or double page spread in
order to catch the eye of readers.
Interactive Media - interactive events take place inside of Lululemon stores, as well as event held
at local high schools with brand ambassadors.
Internet - using #oneforLulu on social media will connect individuals not only to the brand but
also each other, fostering a strong unity with individuals in communities as well as across
Canada.
Public Relations - press releases and public events will be used to interact with consumers as
well as maintain strong relationships with shareholders, important to the success of the campaign
and future success of Lululemon’s brand.
Out of Home - billboard and subway and bus shelters expose individuals who are both
commuters and individuals who will and can benefit from the One for One program. Therefore,
creating a unity with both consumers as well as those who benefit from the program as well as
the brand.

14. Creative Tactics
The creative tactics which will be shown in the graphic treatment are used in order to foster the
overall theme of the campaign of giving. The creative tactics will be to use media such as
Television, Print (Magazines), Interactive Media, Internet, Public Relations, and Out of Home.
The overall tactics will be to ensure that individual are able to connect with each other to
promote the overall goal of the campaign and to thus create a more positive perception of the
Lululemon brand.
Creative Approach
In order to fully understand Lululemon’s new campaign of One for One, the Big Idea can be
extended into each of the recommended IMC disciplines. As the overall goal of IMC is to
challenge companies to combine various forms of communication into an effective marketing
strategy. The six IMC elements stated above assist in establishing a positive brand image for
Lululemon.
Television
Lululemon will play campaign advertisements on television channels reflective of the target
market. These channels are more likely to attract individuals who work out or are physically
active. The overall goal of the campaign is to bring awareness to poverty while increasing
Lululemon’s brand image. The use of sports channels will increase awareness of physically
active individuals with lifestyle techniques and foster the feeling of wanting to give back to local
communities that sports teams are within.
Other channels to advertise on are CTV and ABC, where shows with mainly women
demographics are aired. Shows like Grey’s Anatomy and How to Get Away With Murder are
targeted towards the same target audience as Lululemon and therefore can increase the chances
of having a connection with women who would likely be customers of Lululemon.
It should also be stated that although Lululemon has never had any television commercials,
running TV commercials may assist in changing individual’s current perception of the brand.
Executing advertisements on these channels will occur at prime time (6-9 PM) where there is the
greatest chance of reaching the target market. Based on the campaign period of August-
September, many shows have yet to start their seasons and individuals are out being active with
their families. Therefore, there will not be as high of an emphasis on television as other forms of
media.
Print
Women’s Magazines such as Women’s Health, Flare, LOULOU, and Health magazine such as
Self often depict women wearing Lululemon apparel. It is beneficial for Lululemon to target
women who read these magazines for health and lifestyle tips. Since these magazines already
target Lululemon’s audience and occasionally feature clothing from Lululemon, it is beneficial to
advertise in these magazines.

15. The overall execution of these magazines will be based on the given budget. Since magazines are
expensive to advertise in, it is a good idea to advertise with women wearing Lululemon or have a
promotional advertisement showing young women who are benefiting from the overall
campaign.
Interactive / Experiential Marketing
As the One for One campaign will take place in stores, it is imperative to use interactive and
experiential marketing. The goal is to connecting with consumers with the Lululemon brand in a
personal manner. One way of doing this is to have a night for loyal customers where they have
discounts and promotions that are sent out via email or direct mailing for these customers a few
weeks in advance. They would then be able to RSVP to the event and be able to receive
promotional merchandise and discounts on their favourite or most purchased items.
This is also a good opportunity to educate loyal customers about the campaign as well as meeting
young women from their communities who will benefit from the One for One campaign.
The execution for the loyalty customer night will be entitled “A Night of Giving” following with
the overall theme campaign and will run on one night halfway through the campaign, at the
beginning of September to also align with the back to school period.
Internet
Digital media will play the largest factor in the overall campaign. The ability to interact with
consumers through social media assists in spreading the One for One message as well as the
creative theme of giving and lifestyle aspirations. The use of social media can be used through
the campaign. For example, Lululemon can tweet out certain communities who have purchased a
certain amount of High Times Pants or Swiftly Tech Short Sleeve Tee’s. The ability for
Lululemon to interact with their consumers on a personal level in real time will help to change
brand perceptions as individuals have the ability to ask questions about the campaign and brand
and have a quick response from Lululemon. Using the hashtag #oneforLulu engages with the
consumers and allows them to interact with friends by showing off when they’ve purchased an
item that is part of the One for One program.
Another digital platform that will be implemented for this campaign is YouTube. The use of this
digital media platform will be used to create a web series, documenting the One for One
campaign from beginning to end. The web series will run from the first to last day of the
campaign and will involve speeches from inspirational athletes who overcame different
challenges in their lives and how they evolved and learned lessons from these challenges. The
web series will also show inspirational and emotional moments between young female students
and Lululemon’s brand ambassadors.

16. Public Relations
Public relations in the form of public events will be executed three times within the campaign. At
the beginning of the campaign a public event will be held to bring awareness to the campaign
and help communities gain understanding of the initiatives of the campaign as well as the
products used within the One for One campaign.
The second public event will occur half way through the campaign, at the beginning of
September. This will be used as a time to interact with the young women and men within the
program and have a chance for them to speak out about the benefits of the campaign. This will
also be a time to talk about goals of the campaign and how well the campaign is currently doing.
The last public event will be held at the end of September and with it will come a press release.
The event will wrap up the campaign and the press release will give any further information
about goals and achievements of the campaign. The press release will be published on
Lululemon’s website as well as additional social media websites such as LinkedIn and Facebook.
Out of Home
Out of Home media can be used within the One for One campaign. Since the campaign will run
in urban areas, billboards and bus shelter, and subway station ads are able to target commuters as
well as individuals within cities who take public transportation. Not only will out of home attract
the target audience but it will also attract the young women and men who are at the epicenter of
the campaign.
Inappropriate Vehicle
Lululemon would not want to use the print media platform of newspapers. As is general
knowledge, print media is a dying form of media. Because of the nature of the campaign,
newspaper does not align to the overall objectives of both Lululemon’s brand and the campaign.
Media Recommendations
Media Habits of Target
The media habits of women who have personally bought clothing at Lululemon in the past 12
months, they are a dual audience in that they consume both magazines and television (both
English and French), with a skew towards magazines.
Focusing on the English demographic, again, they are a dual audience and consumer both
magazine and television with a heavier skew towards magazines. Therefore, it is recommended
to advertise primarily in magazines but secondary support through social media, in store events,
out of home, and television.

17. English + French
Imperative Vertical % Index
Magazines 38.6 164
Television 9.3 41
Dual 36.6 101
Source: Kantar Media. (2015). Women’s Clothing Where Personally Bought/Past 12 Months Lululemon. Retrieved
from PMB.
English
Imperative Vertical % Index
Magazines 37.4 197
Television 8.1 45
Dual 25.8 124
Source: Kantar Media. (2015). Women’s Clothing Where Personally Bought/Past 12 Months Lululemon. Retrieved
from PMB.
The primary target is females, 35-49 years old, are heavy consumers of magazines and
television, both for English and French. The secondary target is females, 18-24 years old.
Media Strategy
Target Market Strategy
A shotgun strategy will be used during the initial phase of the campaign to reach the
target market; which will align with the blitz style advertising recommended for the flight
schedule. A rifle strategy is recommended to reach the target audience of the campaign as it
develops from the initial phase. The rifle strategy will involve using specific media to reach the
target market that is defined by a common characteristic. This strategy is recommended because
the target consumer of the campaign has a common characteristic that ties them to Lululemon
and the brand – “women who understand the importance of an active, healthy lifestyle.”17
To
achieve both of these strategies, a variety of media will be employed to achieve the objectives of
reach and frequency of the campaign.
Market Coverage
Since the campaign will occur through Lululemon stores in Canada, thus a national
campaign, media utilized will be ones that reach national markets. That said, higher weight
levels will put towards media that focus on urban markets in the specific regions of focus:
Ontario, British Columbia, and the Prairies. In order to maximize reach and frequency within
these key urban markets, greater portions of the budget will be allocated within these markets as
the greatest majority of Lululemon shoppers are within the mention metropolitan areas.
17
Lululemon Athletica. (27 March 2014). Annual Report 2014. Edgar Online. Retrieved on 22 March 2016.

18. Timing
Since the campaign will launch during the third quarter and follow a blitz style strategy,
spending will be heavier in the initial phase of the campaign. Spending will taper off when Q3
comes to an end but will increase in following months during the third quarter when the
campaign picks up to check in and see how the initiative helped/impacted the students. Moderate
spending will occur during the in between stage to follow a reminder style advertising strategy.
Reach/Frequency/Continuity
The initial phase of the campaign will focus on reach and frequency as the objective
during this phase is to create awareness and attract the target audience to Lululemon. In order to
maximize the budget and all media vehicles, different weight levels (flights) will be used to
effectively and efficiently communicate the campaign objectives and ensure maximum impact
among the target audience.
Media Mix
Television
Recommendation: CTV, ABC, and HGTV networks are recommended to reach both the primary
and secondary target markets because they share similar target audiences and can provide a mass
reach to the population. The CTV and ABC networks provide national coverage while the
HGTV network provides a targeting in a niche market that encompasses the primary target
market of 35-49 years olds.
Network Show Weekly GRP Total GRP Timing Flight
CTV Grey’s
Anatomy
130 1170 Q3
Prime Time
(6-9pm)
9 Wks
ABC How To Get
Away With
Murder
130 1170 Q3
Prime Time
(6-9pm)
9 Wks
HGTV House of
Bryan
130 1170 Q3
Prime Time
(6-9pm)
9 Wks
While exact rates for the mentioned networks above are unavailable, it is recommended that $3-4
million of the overall $5 million budget be put towards television. This is because higher rating
points are recommended to be purchased due to the short nature of the campaign. Additionally,
spots during prime time are recommended which will be more expensive since it is during
primetime.

19. Print
Recommendation: It is recommended to advertise in LOULOU, Women’s Health, Flare, and Self
as all magazines reach both the primary and secondary target markets for the campaign.
Magazine Ad
Type
# of
Insertions
Cost/
Insertion
Total
Cost
Digital
Version
Digital
Cost
Digital
Insertions
LOULOU Full
Page.
Colour.
2 $19,173 $57,519 Yes $2,838 3
Flare Full
Page
Colour
2 $24,529 $49,058 Yes $1,762 3
Women’s
Health
Full
Page.
Colour.
2 $31,880 $63,760 Yes N/A
(est.
$2000)
3
Self Full
Page.
Colour.
2 $216,890 $433,780 No
Sub-Total $604,117 Est Sub-
Total
$19800
Total $623,917
Interactive/Experiential Marketing
It is recommended to have an in store event with loyal customers with the objective to raise
awareness about the campaign, how it works, who it helps, what items are included, and engage
with loyal customers.
Source Item/Activity Estimated Cost
In House Staffing $190,000
In House Setup & Teardown $110,000
In house + Marketing
Company
Promo Material
$150,000 - $200,000
N/A Misc. Cost $15,000 - $17,000
Outsourced Photographer $15,500
Outsourced Food & Beverages $450,000
Total $956,500
Internet
Recommendation: It is recommended to use digital media in the form of social media platforms
such as Facebook, Twitter, Instagram and Pinterest as they reach the primary and secondary
target markets for the campaign. Additionally, these platforms allow for the campaign to reach
the target markets on mobile devices. It is also recommended to purchase ads on the social media

20. platforms mentioned to further target the campaign towards the target markets, specifically the
secondary target markets.
Site Creative Impressions/
Month
CPM CPC # of
Weeks
Budget
Lululemon Blog +
Specific Page
+
Leaderboard
Free N/A 9
N/A
LOULOU Leaderboard 46,000 3 $8514
Flare Banner 108,564 3 $5286
Women’s
Health
Big Box 8.8 MM 3
Facebook 2,000,000 $12.5 $0.63 8 $25,000
Twitter -
Website
Clicks
Campaign
2,000,000 $0.66 $2.00 7
$5,000
Instagram 2,500,000 $0.18 $0.44 6 $30,000
Pinterest 2,000,000 $0.75 $1.49 5 $5,000
Estimated
Total
$78,800
Public Relations
Recommendation: It is recommended to execute three public events with the objective of
engaging consumers and raising awareness for the campaign. These events will enable the brand
to engage with consumers on a personal and real time basis and create awareness about the
initiative.
Event Month Location Costs Incurred Estimated Cost
1 August Lululemon Store Staffing $30,500
2 September Lululemon Store Staffing $30,500
3 End of
September /
October
Lululemon Store Staffing
$30,500
Total $91,500

21. Breakdown of expenditures, estimated, below:
Source Item/Activity Estimated Cost
In House Staffing $9,000
Outsourced Set Up & Teardown $2,000
In house + Marketing
Company
Promo Material
$7,000
N/A Misc. Cost $3,000
Outsourced Photographer $2,500
Outsourced Food & Beverages $2,000
Location $5,000
Total $30,500
Out of Home
Recommendation: It is recommended to use billboards and bus shelter ads will be used in the key
urban areas to target commuters and individuals who take public transit;
Market GRPs Weeks 4 Week Cost
Net
Total Net Cost
Toronto CMA 50 8 $296,700 $593,400
Vancouver 50 8 $106,218 $212,436
Calgary 50 8 $74,550 $149,100
Edmonton 50 8 $50,750 $101,500
Total Net Cost $1,056,436
Total Gross
Cost
$1,242,866
** Pricing is based upon horizontal poster rates from Pattison Outdoor.
Media Selection Rationale
The multimedia approach to this campaign will help establish a positive brand image for
Lululemon while achieving the campaign objective and reaching the target consumers. Since it is
a national campaign, the media plan will contain national television networks, niche magazines,
targeted geographic out-of-home advertising, public relations, and online media.
Television
Television has the advantage of being a visual medium that enables you to visually present the
product, its feature, and benefits. In this One to One campaign, television will allow Lululemon
to showcase the product – pants and shirts – while communicating the features and benefit when
consumers purchase the products. Additionally, television will allow Lululemon to reach
national audiences on niche channels that reflect the characteristics of the target market. The
advertisements executed on these channels during prime time will ensure the greatest chance of

22. reaching the target market and assist in changing individual’s perception of the brand.
Furthermore, television is a medium that is still watched primarily by adults 35+.
Print
Print will focus on specific lifestyle magazines, reflecting the rifle strategy recommended above.
These magazines provide the advantage of pass along readership, geographic selectivity (to be
used for the key urban areas of focus), engagement, quality of reproduction, credibility, lifespan,
and target market selectivity. Women’s magazines such as Women’s Health, Self, Cosmopolitan,
will be used as the audience of these magazines aligns with the target audience of the campaign
therefore making it beneficial for Lululemon to advertise in them. Digital versions of the
magazine will also be used to provide continuity between offline and online portions of the
advertising.
Interactive/Experiential Marketing
In the regions of focus, interactive nights in the form of loyalty nights will be utilized to connect
with consumers in real time and provide the loyal customers with the ability to privately shop,
take a class with a current Lululemon ambassador, receive promotional discounts, and
information about the initiative. The loyalty night will be titled “A Night of Giving” to coincide
with the giving theme of the initiative.
Out of Home
Billboards and bus shelter ads will be used in the key urban areas to target commuters and
individuals who take public transit; allowing the advertising to attract the key target market of
the campaign – females 35-49 years old and 18-24 years old.
Internet
The largest part of the media will focus on digital media as consumers these days spend a large
amount of time online. A new website, which is fully optimized for consumption method of
choice among the target audience, will be created that details the campaign, the initiative, and
overall goal of the campaign. The use of social media will help encourage consumers to visit the
site, as well as share posts regarding the initiative and campaign through the use of the campaign
hashtag #oneforLulu. This enables ambassadors, consumers, and influencers the opportunity to
engage with the initiative, the brand, and other consumers to display that they’ve purchase an
item that is part of the One for One program. Furthermore, social media enables the brand to
interact with consumers in real time on a more personal level about their part in the initiative,
answer any questions they may have about the brand or the initiative and how it works. Thus
creating a two-way conversation with consumers that is engaging and supportive rather than
disruptive and intrusive.
Social influencers from the key urban and metropolitan areas of focus will be utilized on,
through their social media and online influence, to increase awareness and promote a more
positive brand image. In addition to social influencers, current Lululemon ambassadors will be

23. used to help increase awareness and allow for consumers to interact and engage directly with the
brand and campaign. Social influencers will be used to target the secondary target audience of
the campaign – females 18-24 years old.
Public Relations
In the key regions and urban markets, public events will be executed three times. These events
will enable the brand to engage with consumers on a personal and real time basis and create
awareness about the initiative. The first public event will aim to bring awareness to the campaign
and help communities understand the initiatives of it while speaking about the products that
qualify in the One for One campaign.
The second event will occur in the middle of the campaign, closer to the beginning of September,
with the purpose of interacting with the young women and men directly benefitting from the
initiative. Additionally, it will enable the goals of the campaign to be communicated.
The third event will be held towards the end of the campaign with a press release detailing the
results of the campaign thus far and further information surrounding the initiative and future
goals. It will be distributed online and to appropriate national and key region media outlets.
Campaign Scheduling & Blocking Chart
The campaign schedule as stated above will run from August to September 2016. Based on the 7
mediums chosen for Lululemon, the blocking chart shows each medium’s vehicles used to
distribute the campaign. As the campaign will only run from August to September, Creative
Vinyl will not be advertising during any other months except for August and September.
*Blocking Chart - See Appendix A
Budget
The campaign budget of $5 million will be split up upon the 7 mediums Creative Vinyl has
chosen for the campaign.

24. Budget Breakdown
Medium Estimated
Expenditure
% of
Total
Est. Expenditure
Based on Media
Mix
% of
Total
Other Potential
Expenditures
Television $3,500,00 70 $1,687,140 36.2
Magazine - Print $600,000 12 $604,117 12.9
Magazine - Digital $80,000 1.6 $19,800 0.42
Interactive/
Experiential
$250,000 5 $956,500 20.5
Internet $30,000 0.6 $65,000 1.4 $250,000
Public Relations $200,000 4 $91,500 2
Out of Home $340,000 6.8 $1,242,866 26.6
Total $5,000,000 100 $4,666,923 100
Difference $333,077
Other Expenditures $250,000
Reflected above are the overall budget for the campaign period of August to September. The
total budget allocation is $4,661,253, just under the $5 million budget. However, as a buffer, the
difference of $338,747 can be used to increase the amount of digital media used within the
campaign, outlined below. As this budget is based on the media mix above, where each media
has been priced out through Card Online and other resources made available.
Television
The overall costing for television for the campaign period is $1,681,470. The cost is based on
120 GRP’s for 8 weeks across 2 national networks (CTV and ABC) and 1 specialty channel
(HGTV). These channels align with the target market’s television programming preference.
We’ve allocated the majority of the budget to television as it is the easiest way to reach our
target. Based on the media mix, the overall budget for Lululemon’s campaign did not necessitate
the full estimated $3-4 million budget. Therefore, although Creative Vinyl have given high
weights and extended weeks to television programming, Creative Vinyl have decided to also
focus our budget on out of home, since many individuals of our target market live in urban areas
with populations of 500,000+.
Television still remains the most important form of media as our target market is highly prone to
consuming television, Creative Vinyl will maintain high weights throughout the campaign in
order to achieve a strong recall of the campaign and achieve necessary objectives of having
individuals come into the stores to shop.
* See Appendix B for Television Budget
Magazine - Print & Digital
The total cost for magazine expenditure (both print and digital) is $623,917, similar to our
estimated budget. As stated above Creative Vinyl decided to use print as a way to focus and

25. engage with the target market using lifestyle magazines. However, because of low reach,
frequency and high costs, magazines are not our primary medium. Also, because of the length of
the campaign and individual’s tendencies not to open magazines as soon as they receive them,
Creative Vinyl decided to keep to the estimated budget with magazines and ensure that the type
of magazines Creative Vinyl will be using to promote Lululemon’s campaign are highly tailored
to the target audience.
As stated above, the difference between the total budget and the allotted budget can be used to
increase spending for digital magazines if necessary. The reason behind this is, until Creative
Vinyl see how the campaign starts, Creative Vinyl will not be able to gage the amount of digital
advertising necessary. Once the campaign starts, Lululemon can purchase more digital
advertising for magazines, however, based on the fact that many individuals use social media to
talk about brands rather than looking at digital magazine, Creative Vinyl will emphasize the need
to allocate residual funds to social media.
Interactive/Experiential
Interactive media will be used as part of the campaign to connect individuals with each other and
the overall message of the campaign. Therefore, Creative Vinyl has chosen to allocate 20.5% of
our total budget to Interactive media. The campaign centers around the interaction of individuals
with each other as well as Lululemon’s brand. Therefore, it is extremely important to be able to
engage with customers through physical interaction in store and in schools. Therefore, a large
portion of the budget will be allotted to interactive media as individuals can thus engage with
each other creating strong word of mouth about the campaign - a free form of advertising for
Lululemon.
Internet
As our campaign One for One will be used also on social media with #oneforLulu, it is important
to add emphasis to digital media. Although the current allocation of funds to the Internet is low,
Creative Vinyl will use the remainder of the $250,000 budget to social media. When the
campaign starts, Creative Vinyl will increase the amount of social media funding based on how
well individuals take to the hashtag. Until the campaign begins Creative Vinyl will be unable to
say for certain if these funds are necessary, however, Creative Vinyl will call the extra funds a
“buffer”, in case they are necessary for increasing engagement with the target market.
Since Lululemon is already a popular and followed brand on social media, the hashtag could be
easily picked up depending on the likability of the campaign in the first few days of the
campaign. However, as social media changes from second to second, hour to hour, Creative
Vinyl are unable to doubtlessly say that these funds will be necessary.
Public Relations
Although Public Relations is important to our campaign for Lululemon, it is not necessary to
spend an exuberant amount of the budget on PR. Therefore, although our original budget states
that $200,000 would be allotted to PR, Creative Vinyl has decided that it is only necessary to

26. spend $91,500 on public events and press releases. As Creative Vinyl is spending ⅕ of our
budget on interactive media, public events in stores will be more formal and will occur around
interactive media. Therefore, it is not as important to spend a high amount of the budget on these
events but instead focus on the Interactive medium for consumers and use the press releases and
public events to maintain strong relationships with Lululemon’s investors.
Out of Home
Our final form of media will also be very important to our media plan. Creative Vinyl has
allotted 26.6% of the budget to outdoor media. Creative Vinyl has decided outdoor media is
important to the campaign as it will reach both our target audience as well as the individuals who
will benefit from Lululemon’s campaign. It is important to the campaign that individuals who are
less fortunate feel comfortable receiving donations from other individuals within their
communities. Therefore, in order to ensure the fostering of unity in order to benefit both
Lululemon as well as individuals in need, it is important to place advertisements where
individuals who can both afford Lululemon and those who cannot are both exposed to the ads.
*See Horizontal Poster rates from Pattison Outdoor for Out of Home costings
Graphic Treatment
Out of Home
The outdoor advertisement will stand out amongst the cities that Creative Vinyl places them. The
background is meant to blend into the surroundings but the individuals are going to stand out.
The text is bold and will stand out from the picture itself. Like most Lululemon ads, the logo is
placed at the bottom. Carrying in the theme of the campaign Creative Vinyl have also added the
#oneforLulu.
ONE FOR
ONE
ONE FOR ALL.
#oneforLulu

27. Print
The print campaign that Creative Vinyl will be using is unlike most campaigns by Lululemon.
The print ad keeps the basic health theme, however, using the same characters as the Out of
Home. Creative Vinyl wants to keep in line with Lululemon’s brand, however, Creative Vinyl
also wants to do something differently that will attract both the target market but also the
individuals the campaign is attempting to assist. Keeping in line with the hashtag as well will
promote the idea of going to social media to tweet or keep the conversation going with friends.
one for one
one for all.
With every purchase of High Times Pants
or Swiftly Tech Short Sleeve Tee,
Lululemon will donate the same item to a
girl at a local high Canadian high school
#oneforLulu

28. Television
The television commercial will be used to foster the feeling that there is a change that is
necessary. Using the emotional appeal will be used within the commercial. It is important to
foster the idea of needing to do something and a subliminal call to action for people to go into
stores and shop for the products that will be used within the One for One program.
* See Appendix C for Television Story Board
Conclusion
The overall campaign by Creative vinyl prepared for Lululemon will attempt to create a cohesive
bond with both individuals in society, but also Lululemon as a brand.
Why is this best for Lululemon?
The overall needs to Lululemon are to increase perception in the minds of their consumers in
order to generate revenue once again. Thinking of the campaign as a big PR stunt is shallow
thinking as the campaign goes beyond the scope of just PR alone. It is evident from the issues
Lululemon has previously faced that there is a necessary need for change. The overall campaign
will ensure that individuals are exposed to a positive message that Lululemon will be putting
forward, no longer will people think of Lululemon as just an athletic company with a shady CEO
and issues with material quality.
The campaign will give Lululemon back their competitive advantage, becoming a company
known for their community involvement and realigning their overall company objectives to
becoming a positive face in communities around Canada.
Recommendations for the Future
In order to ensure that Lululemon continues to bring a positive message in the future, they must
continue using PR in order to ensure that negative messages are not released. It will be
imperative for Lululemon to also think about doing more campaigns involving younger, less
fortunate individuals in the future and to consider the benefits of participating in the communities
who purchase from them.
Appendix A

29. Appendix B
Television Quarterly Budget for Q3
Markets CPRP
(unmod.)
Weekly
Ratings
Weekly
Cost
#
Weeks
Total Cost
Halifax $27.00 130 $3,510.00 9 $31,590.00
Saint John/Moncton $22.00 130 $2,860.00 9 $25,740.00
St. John's $14.00 130 $1,820.00 9 $16,380.00
Total Atlantic $63.00 130 $8,190.00 9 $73,710.00
Montreal French $156.00 130 $20,280.00 9 $182,520.00
Montreal English $104.00 130 $13,520.00 9 $121,680.00
Quebec City $40.00 130 $5,200.00 9 $46,800.00
Sherbrooke $24.00 130 $3,120.00 9 $28,080.00
Trois Rivieres $14.00 130 $1,820.00 9 $16,380.00
Chicoutimi/
Jonquiere
$10.00 130 $1,300.00 9 $11,700.00
Total Quebec $348.00 130 $45,240.00 9 $407,160.00
Toronto/Hamilton $320.00 130 $41,600.00 9 $374,400.00
Ottawa English $95.00 130 $12,350.00 9 $111,150.00
Ottawa French $12.00 130 $1,560.00 9 $14,040.00
Kitchener/London $120.00 130 $15,600.00 9 $140,400.00
Sudbury/Timmins/
North Bay
$24.00 130 $3,120.00 9 $28,080.00
Peterborough/
Kingston
$24.00 130 $3,120.00 9 $28,080.00
Barrie $9.00 130 $1,170.00 9 $10,530.00
Total Ontario $604.00 130 $78,520.00 9 $706,680.00
Winnipeg $48.00 130 $6,240.00 9 $56,160.00
Regina $19.00 130 $2,470.00 9 $22,230.00
Saskatoon $25.00 130 $3,250.00 9 $29,250.00
Total Man/Sask $92.00 130 $11,960.00 9 $107,640.00
Calgary $80.00 130 $10,400.00 9 $93,600.00
Edmonton $80.00 130 $10,400.00 9 $93,600.00
Total Alberta $160.00 130 $20,800.00 9 $187,200.00
Vancouver/Victoria $175.00 130 $22,750.00 9 $204,750.00
Total British
Columbia
$175.00 130 $22,750.00 9 $204,750.00
Total $1,442.00 $374,920.00 $1,687,140.00
Appendix C

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