How we evolved and promoted a national sport safety initiative

Case Study

The Coaching Association of Canada (CAC) was established in 1971 to unite stakeholders and partners in its commitment to raising the skills and stature of coaches, and ultimately expanding their reach and influence. Through its programs, the organization empowers coaches and sport partners with knowledge and skills, promotes ethics, fosters positive attitudes, builds competence, and increases the credibility and recognition of coaches across the country.



Coaching Association of Canada


  • Branding
  • Website Development
  • Logos and Corporate Identities
  • Marketing and Communications Strategy
  • Campaign Management and Execution
  • Graphic Design
  • Microsites and Landing Pages
  • Website Planning
  • Email Campaigns
  • Content Strategy and Creation
  • Website Design
  • Copywriting
  • Printing
  • Video
  • Member Engagement
  • Promotional Products
  • Social Media
  • Trade Show Displays
  • Advertising


The CAC was seeking a marketing agency support to help them develop, launch and manage their Responsible Coaching Movement (RCM) campaign. They wanted to raise general awareness about this important movement while also increasing the number of RCM pledges from sport organizations across Canada.

This entailed a multifaceted approach to incorporate all the strategic and creative elements that helped bring this integrated campaign to life with the message Safe, Smart and Secure.


The goal was to drive awareness and action among CAC partners and sport organizations, coaches and participants.


After some initial meetings with the CAC team about objectives, we developed a full marketing strategy for a five week campaign around the theme of Safe, Smart, Secure.

In addition to the campaign having its own visuals, we also refreshed the logo and branding for the overall Responsible Coaching Movement. Their original logo lacked relevance, visual impact and was not consistent with more recent branding used by the organization. As such, redesigning it was the first creative deliverable in the project.

A core campaign initiative was to encourage sport organizations across Canada to take the Responsible Coaching Movement pledge. This pledge was prominently featured in the campaign messaging and marketing collateral, as well as on the refreshed Responsible Coaching Movement web page.



The campaign achieved several significant milestones during its 5 week run. The total number of RCM pledges topped one thousand during the campaign, and after a few weeks the new RCM webpage accounted for the most overall traffic on the website, surpassing even the homepage!

This was aided by the fact that the campaign generated almost four million impressions in the five week period, with an average click-through-rate of 4.6% across all platforms, exceeding Google’s average of 3.17% for search ads and 0.46% for display. Meanwhile the Safe, Smart, Secure awareness video achieved 162,500 views for the English version and over 45,000  views for the French one. As of May 2022, these videos have by far the most number of views on the CAC YouTube channel and continue to be used to help raise awareness about the RCM.

Going forward, many of the assets created for the RCM will continue to be used and updated by the Coaching Association of Canada.

The Cyan Team did great work and provided wonderful support for the RCM campaign.

I was impressed with the excellent management of the project, the intuitiveness and responsiveness of the creative team, and thrilled to see the successful results of the digital campaign based on Cyan’s solid recommendations.

  • Natalie Rumscheidt
  • Director of Marketing and Communications

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