TIM HORTONS CAMP DAY
Tim
Hortons
Camp
Day
Executive Summary
Tim Hortons is certainly the
market leader in Canada for the
coffee shop industry. With an
evident presence in Canadian
communities as being “Fresh,
Friendly, Familiar.” The company
has established this identity as being
a Canadian national symbol because
of strategic marketing plans and
successful implementation.
Community is at the foundation of
both the Tim Hortons company as it
exists in the industry, as well as
where the company’s attention is
focused on for marketing and
community events. One of Tim
Hortons most successful events
based on profit alone is Tim Horton’s
Camp Day.
The one day event is put on to fund
underprivileged children the
opportunity to go to camp, through
the donation of every coffee sale
made at every Tim Hortons location
on this day. The marketing of Tim
Hortons Camp Day is carried out
similarly to the company’s marketing
as a whole. Prior to Camp Day
awareness is made of the upcoming
date primarily through the coffee
cups and store windows, whereby
regular customers will find
themselves. The target market for
Camp Day is Tim Hortons “regulars”
who can feel good about buying their
coffee on Camp Day because the
proceeds go to the Tim Horton’s
Children’s Foundation. Lines in the
decked out in the Tim Hortons
locations are longer than usual n
Camp Day. This is because the
marketing of Camp Day is able to
reach other community members
wanting to help out a good cause,
through other advertisements, and
those iconic “Timmies” coffee cups
that other friends, commuters and
co-workers have clutched in their
hands throughout the day with the
now-familiar “Camp Day” cup. Tim
Horton’s initial goal for Camp Day
this past June was exceeded, which
suggests that not only was the event
a success, but more importantly
more than 15,000 kids got to go to
camp and Tim Hortons maintains
their community-driven marketing
plans effectively.
Camp Day
Camp Day is an event that happens one day a year
during the month of June to raise funds for kids the
opportunity to go to camp.
Tim Horton’s Children’s
Foundation
A non-profit charitable organization founded in 1974 by
co-founder of Tim Horton’s, Ron Joyce.
TIM HORTONS CAMP DAY
Overview of Camp
Day and Tim Hortons
Tim Hortons began in 1964 in
Hamilton, Ontario. The primary
focus of the chain was to provide
value for their quality, fresh
products while also giving consumers
great value. What separated Tim
Horton’s from other organizations
was to also concentrate on
community leadership. They
specialize in baked goods and homestyle lunches, but strengthen their
brand through their always fresh,
legendary coffee.
2
This event takes place during the
Tim Hortons has a strong
first week in June and consists of the
focus for their own Tim Horton’s
restaurant owners donating 100% of
Children’s Foundation. The
their coffee proceeds to the
Children’s Foundation is focused on
Children’s Foundation. Camp Day has
giving underprivileged kids the
proven to be a successful event,
opportunity to go to camp. Since
having raised over $11 million in
being established in 1974, Tim
2012 (Sustainability Report, 14).
Horton’s camps have grown from
having only one camp in Ontario to
now having five camps across Canada
and one in the United States.
The main fundraising
initiative for the Children’s
Foundation is a single event called
Camp Day.
TIM HORTONS CAMP DAY
3
Tim Hortons Marketing
Plan Elements
The main corporate marketing
objective of Tim Horton’s is to
remain a national symbol. The
company achieves this using brand
recognition as a reliable way of
advertising. They also use
“television, radio, outdoor
(billboards, transit shelters) and in
some print vehicles” (Tim Hortons
website) as a method to promote
their products. As a company, their
Tim Hortons originally had a
2012) This involves ensuring that the
goals for 2013 include:
customer base that was “55% male,
menu provides different foods for
mostly blue-collar workers, and 45%
each meal. As well, Tim Horton’s
across Canada to 4000, with
female.”(Buist, 2003, p. 117)
continues to try out and implement
expansions focused mainly in
However, this has changed over
new menu items within the US in an
time. The current target market for
attempt to grow their market share.
Tim Hortons is every Canadian, as
The second part of the marketing
this year
“the customer demographic depends
strategy is to continue the growth of
Tim Horton’s plans to improve the
on where the stores are
the company, and invest in various
Drive-thrus at 1000 Tim Horton’s
located.”(Buist, 2003, p. 117) Their
areas in order to ensure that Tim
target market/audience is all
Hortons can grow in new and current
the experience of guests at Tim
Canadians, and they are currently
markets. This involves targeting
Horton’s, by providing new items in
attempting to expand into the US
smaller communities in order to
store, such as free Wi-Fi.
coffee market as well. They are also
increase their overall development
They also plan to renovate 300
attempting to target more upscale
of the company. The third part the
markets, with the recent addition of
marketing strategy is to expand as a
the new layout and design within
grilled panini’s and lattes to their
company in ways that they have not
2013
menu.
done so far. This includes adding the
New items will be added to the
The main marketing strategy of Tim
company Cold Stone Creamery to
menu in order to increase traffic
Hortons can be divided into four
their stores, and inserting their new
categories. The first category within
restaurant pilot in to more stores
Tim Hortons marketing strategy is to
across Canada. The fourth part of
use “daypart, category and
the marketing strategy is to continue
marketing opportunities to drive
the strong relationships between the
same store sales.”(Tim Hortons,
company and franchise owners.

Increase the number of restaurants
Quebec, Western Canada, Ontario
and major urban areas. This will be
a total growth of 180 restaurants

across the country


They plan to increase and enhance
restaurants in Canada


450 restaurants will be built using
within each restaurant (i.e. the
gluten free food item that was
recently added to the menu)
TIM HORTONS CAMP DAY
4
Camp Day Marketing Plan
television commercial, Tim Hortons
The event portion of camp day
marketed the event by having their
reaches beyond just being a coffee
the Tim Hortons Children's
stores on the donation box on
customer on Camp Day at many
Foundation, created in 1974 by co-
screen, as well as children sitting
locations. The activities that are
founder Ron Joyce, which raises
around a campfire. Stores attract
ongoing at Tim Hortons stores on
money to allow underprivileged
attention to the event by marketing
Camp Day are ultimately up to each
children to be able to go to camp. In
it on their windows and having
store owner, however many
2012, Camp Day brought in over $11
“CAMP DAY” and the date painted
particular events that add to the
million dollars, which allowed over
across their store windows. If you go
success include car washes, face
15,000 children to be sent to camp.
to the Tim Hortons on Humber
painting, kids sidewalk games, as
The company has marketed
College’s Lakeshore campus, you will
well as employees dressing up in
themselves through a wide variety of
also see by one of the exits (right of
costumes. The money used to fund
marketing schemes, and does so in
the cashier), a poster advertising
these activities comes directly from
such a way that it is always a
Camp Day and the Foundation all
the stores, which is a donation by
success. The company has advertised
year around. Tim Hortons has also
the store owner to Tim Horton’s
that the event has consistently taken
come up with an effective marketing
Camp Day success as a whole. All of
place within the first few days of
tool that they begin far in advance
the events on camp day are run by
June, in which every coffee sale
to the event date – advertising on
Tim Hortons employees, making it a
made at Tim Hortons stores that day
their cups that are given to
special day for everyone involved.
goes toward the foundation. This is
customers daily. The cups list all the
one of Tim Hortons more popular
important information needed, and
scheme for Camp Day has been
events that consistently runs, as
will remind customers to come back
known to be an effective one,
opposed to product events which
and purchase a coffee on that day.
considering the success they have
Camp Day is an event run by
occurs when a new product is being
implemented in stores.
Purchasing from Tim Hortons
Tim Hortons’ marketing
had in the past. A writer for Miratel
coffee on Camp Day isn’t the only
Soluntions Inc. mentions that, “this
way Tim Hortons has managed to
fundraising concept works for many
the foundation is tgh radio and
raise enough money to make it a
reasons: 1) it’s a popular/trusted
television commercials, social media
success. They have also encouraged
brand; and 2) customers will be
sites, transit station posters, bus
people to text “CAMP” to a number,
drawn to support such a worthy
shelters, and of course in their own
in which five dollars is automatically
cause with their daily choices/guilty
stores. With such a wide outreach to
donated. You are also able to go on
pleasures.”
the public, they increase their
their website and see the items that
audience, customers, and money
are purchased for the camps with
raised for the foundation.
the funds, and pick which items you
The goal of the event and
While you are in the car
would like to purchase, while
driving to work, or at home watching
donating money to the foundation.
television, you are likely to come
This information is even posted on
across a Camp Day ad. In a recent
their ads in stores all year around.
TIM HORTONS CAMP DAY
5
Evaluation of Effectiveness
As a prominent market leader with
brand due to the high volume of
76.3% of the market share (Strauss,
people drinking from Tim Hortons’
2013, p. B3), Tim Horton’s does a
cups in the weeks and months
great job at marketing both their
leading up to the day of the event.
brand and the Camp Day event.
This type of brand recognition
In the past, Tim Hortons has
met and surpassed expectations in
meet their corporate objective of
terms of growth, guest experience
reaching new demographics.
and product launches. For example,
FAST FACTS
76.3%
The percentage of market share Tim Hortons holds as of
2013 within the industry.
$11.5
The amount, in millions that Tim Hortons raised towards
the Tim Horton Children’s Foundation in their 2013
Camp Day event.
marketing also helps the company
They also have a good
last year, 159 new restaurants
strategy of using social media to
opened in Canada alone (Tim
their advantage. Their plan to make
Hortons, 2012). This year, they have
donating easier by doing so online or
successfully enhanced their patrons’
by texting has been well-received.
experience with their new Cafe and
Additionally, the 2013 Camp Day
Bake Shop model for their new and
raised more than their goal of $11.5
renovated restaurants. These shops
million for the Children’s
include free wi-fi and other
Foundation. They are on track to
amenities such as comfortable
fulfil their goals of sending 17,000
seating, fireplaces and televisions.
children to camp before 2015 and
Along with these renovations, a lot
providing more than 1,000 bursaries
of restaurants are seeing more menu
for post-secondary youth leaders
options which are improving same
(Tim Hortons, 2012). These
store sales and recruiting new
successful outcomes are directly
customers (Christmann, 2013).
related to Tim Hortons’ effective
The marketing plan for Camp
marketing tactics. That being said,
Day is also very successful. The in-
you don’t need to read the Tim
store marketing is probably the most
Hortons annual report or search for
effective strategy to spread the
statistics to realize that the
word about Camp Day, the ads on
company has a wildly successful
the cups in particular. Through
marketing strategy in place, an
branding their cups, they are getting
impressive feat in and of itself. Its
the word out about the event to
distinct positioning within the
their regular coffee drinkers, but
market puts it at a level above that
also to anyone who may be in the
of any other competitor.
presence of those regular coffee
drinkers, for example classmates and
co-workers will be exposed to the
TIM HORTONS CAMP DAY
Conclusion and
Recommendations
It is difficult to make marketing recommendations
Another recommendation for the event organizers
for a company as successful as Tim Hortons. Through their
would be to market not only Camp Day but also the
extremely strong branding, Tim Hortons has already
activities that go along with it. Relating to our first
established themselves as a leader in their industry.
recommendation, if there is a single activity across all of
Through our analysis we have found that their main
the Tim Hortons locations, they can market it in order to
corporate objective, to create and maintain a strong,
bring more customers in. If it were a family related
loyal and Canadian brand, is being accomplished through
activity, this would allow parents to bring their kids and
their marketing techniques and special events like Camp
perhaps end up donating more to the cause.
Day. With their initiative and outreach with the Tim
Hortons Foundation, Tim Hortons is a brand not only
known for their Canadianness and coffee, but also their
community outreach.
Although Tim Hortons has successfully
branded Camp Day through their cups and posters, they
fail
to
stay
consistent
throughout
their
multiple
franchises. In the past, franchise owners have put on mini
events, such as car washes, in order to gain more
donations for the cause. Our recommendation to the
event coordinators would be to create a single event that
will take place at every franchise. By doing this, they can
market the event to everyone and simple say “Stop by
your local Tim Hortons to participate.” By doing this, they
can also create a special event for Camp Day that
consumers can anticipate every year.
TIM HORTONS CAMP DAY
Appendices
Appendix A: SWOT Analysis
SWOT Analysis

Strengths:
 With a strong brand behind it such as Tim Hortons
they will get notice the loyalty of customers

Feel good by donating/doing something you’d be
doing anyway (buying your daily coffee)
Opportunities:
 Can open to new US markets if they continue
supporting American Camps as well as Canadian

Changing their cups on Camp Day can get new
customers’ attention about what is going on

Weaknesses:
 Not everyone likes Tim Hortons coffee

People may think that only some of the funds will
be donated/may have to make an extra purchase to
donate
Appendix B: Company Highlights and Goals
For a good cause that gives back to communities
which might entice people to want to participate
Threats:
 The Ronald McDonald House has a similar mission
and might compete with Camp Day

Tim Hortons is not as well recognized in the United
States so it is harder to get participants for Camp
Day
TIM HORTONS CAMP DAY
Appendix C:
Appendix D: Annual Report Findings
8
TIM HORTONS CAMP DAY
References

Buist, R. (2003). Tales from Under the Rim: The Marketing of Tim Hortons. Fredericton, Canada: Goose Lane
Editions. Retrieved October 3, 2013, from
http://site.ebrary.com.rap.ocls.ca/lib/humber/docDetail.action?docID=10193418

Christmann, S. M. (2013, August 5). Coffee stores add attractive new perks. The America's Intelligence Wire.
Retrieved October 2, 2013.

Paul, J. (2010, December 1). A double-double for the nation. In Strategy. Retrieved October 3, 2013, from
http://strategyonline.ca/2010/12/01/timhortons-20101201/

Strauss, M. (2013, September 17). Tim Hortons vows faster service. In Globe and Mail. Retrieved October 3, 2013.

Tim Hortons 2012 Annual Report (2012). In Tim Hortons. Retrieved October 3, 2013, from
http://www.timhortons.com/ca/pdf/Tim_Hortons_Inc_-_Annual_Report_(Final).pdf

Tim Hortons' CSR Business Program Camp Day Makes a Difference (2012, June 13). In MirateLinc. Retrieved
October 3, 2013, from http://www.miratelinc.com/blog/tim-hortons-csr-business-program-camp-day-makes-adifference/

Tim Hortons 2012 Sustainability and Responsibility Summary Report (2012). In Tim Hortons. Retrieved October 3,
2013, from http://sustainabilityreport.timhortons.com./pdf/2012_summary_report_30pages.pdf
Images

http://www.financialpost.com/news-sectors/story.html?id=2645021

http://www.weightymatters.ca/2013/06/not-onion-canadian-government-teaming.html

http://sentineldispatch.blogspot.ca/2010_06_01_archive.html#.Uk4YHoakpkg

http://www.bargainmoose.ca/tim-hortons-camp-day/

http://canadacoupondatabase.ca/tim-hortons-camp-day-event-wednesday-61-canada-us/

http://hilaurel.blogspot.ca/2012/05/tim-hortons-camp-day-2012-window-art.html

http://www.chrisd.ca/2013/06/05/tim-hortons-camp-day-2013-coffee-donations/#.Uk4Yr4akpkg
9
TIM HORTONS CAMP DAY
Table of Contents
Executive
Summary…………………………………………………………………………………………………………………………………………………………………1
Overview of Camp Day and Tim Hortons……………………………………………………………………………………………………………..2
Tim Hortons Marketing Plan Elements…………………………………………………………………………………………………………………3
Camp Day Marketing Plans…………………………………………………………………………………………………………………………………. 4
Evaluation of Effectiveness………………………………………………………………………………………………………………………………… 5
Conclusion and Recommendations……………………………………………………………………………………………………………………….6
Appendices……………………………………………………………………………………………………………………………………………………………7
References…………………………………………………………………………………………………………………………………………………………… 8
10