Adopt a School program expanding rapidly

Eric J. Welsh, The Progress

September 18, 2007

In late February, Chilliwack Bruins marketing director Barry Douglas surveyed the success of the Otto Mammel Adopt-a-School Program.

The program involves sponsors buying blocks of season tickets for donation to local schools, who then use the tickets as rewards for students who do well academically or meet other criteria.

At the time, seven schools and seven local sponsors were involved.

When asked to forecast the future expansion of the program, Douglas went with a modest target.
“A handful of sponsors wanted to see how it went this year,” he said at the time. “And now they’ve come back to us and they want to get involved. I think a reasonable goal is to get 12 schools next year.”

A dozen schools? That it? How about 17 schools and 17 sponsors? That’s how much that program has expanded since April.

“And there’s still likely one more coming in,” Douglas said proudly. “The last school to confirm was Kent Elementary School in sponsored by Britco.

Douglas is quick to credit the commitment of the schools and sponsors, and the work of the Bruins staff in coordinating the program.

“The most powerful marketing tool is word of mouth, and I think all of the sponsors are proud to be a part of this,” Douglas noted. “They talk to other members of the business community and the buzz builds.”

The inclusion of the Agassiz school is a strong indication of where the program may go next. Douglas said schools in Agassiz and Hope are showing interest and he has received a call from the Abbotsford school district.

Right now it appears the sky is the limit.

“I could see it going up and down the Valley,” Douglas said. “I think it’s realistic to think that, with the numbers that came in this year, we might double it next year as well.”

Douglas calls the program a win-win situation for everyone involved.

“It’s good for the kids,” he said. “It’s good for the Bruins and it’s good for the sponsor. We’re proud to be involved with it.”