Streaming Media

Type of Proposal

Digital Poster

Start Date

31-3-2017 1:00 PM

End Date

31-3-2017 2:00 PM

Faculty

Faculty of Human Kinetics

Faculty Sponsor

Dr. Jess Dixon

Abstract

TITLE: Leveraging Olympic Sponsorship to Engage Employees: Evaluating Employee Engagement Tactics within the Canadian Tire Corporation ABSTRACT: Employee engagement (EE) is an internal marketing concept that aids in developing emotional commitment and shared values between the employee and the organization (Farrely, Greyser, & Rogan, 2012). Using sport sponsorship, organizations can use sponsorship assets and a sports-inspired identity to improve EE and internal business performance. Although researchers have identified benefits and tactics (e.g., ticket incentive programs, meet and greets, merchandise programs) for engaging employees (e.g., Kuo & Shao, 2008; Papadimitriou, Dimitra, Apostolopoulou, Artemisia, & Theofanis, 2008), there is limited research evaluating the return on investment for these programs (Farrely et al., 2012; Macey, Schneider, Barbera, & Young, 2011). As part of its sponsorship of the Canadian Olympic Committee, the Canadian Tire Corporation (CTC) uses various tactics to engage employees via its sponsorship assets, such as: athlete appearances, Olympic viewing parties, and employee hosting trips to the Olympics. The purpose of this study is to evaluate the effectiveness of current Olympic-focused EE tactics used by the CTC. To accomplish this, a mixed methods approach involving a document analysis of past EE campaigns during the Sochi 2014 and Rio 2016 Olympic Games at CTC, a review of academic literature on EE evaluation practices, and semi-structured interviews with employees at CTC will be employed. Approximately two employees from each of the Internal Communications, Human Resources, Internal Events, and Sport Partnerships departments who are involved in EE planning and execution at the CTC Corporate Head Office (n ≈ 8) will be interviewed to determine areas of improvement for the current EE tactics. These combined learnings and evaluations will aid in developing recommendations for future Olympic-focused engagement programs orchestrated by the CTC.

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Mar 31st, 1:00 PM Mar 31st, 2:00 PM

Leveraging Olympic Sponsorship to Engage Employees: Evaluating Employee Engagement Tactics within the Canadian Tire Corporation

TITLE: Leveraging Olympic Sponsorship to Engage Employees: Evaluating Employee Engagement Tactics within the Canadian Tire Corporation ABSTRACT: Employee engagement (EE) is an internal marketing concept that aids in developing emotional commitment and shared values between the employee and the organization (Farrely, Greyser, & Rogan, 2012). Using sport sponsorship, organizations can use sponsorship assets and a sports-inspired identity to improve EE and internal business performance. Although researchers have identified benefits and tactics (e.g., ticket incentive programs, meet and greets, merchandise programs) for engaging employees (e.g., Kuo & Shao, 2008; Papadimitriou, Dimitra, Apostolopoulou, Artemisia, & Theofanis, 2008), there is limited research evaluating the return on investment for these programs (Farrely et al., 2012; Macey, Schneider, Barbera, & Young, 2011). As part of its sponsorship of the Canadian Olympic Committee, the Canadian Tire Corporation (CTC) uses various tactics to engage employees via its sponsorship assets, such as: athlete appearances, Olympic viewing parties, and employee hosting trips to the Olympics. The purpose of this study is to evaluate the effectiveness of current Olympic-focused EE tactics used by the CTC. To accomplish this, a mixed methods approach involving a document analysis of past EE campaigns during the Sochi 2014 and Rio 2016 Olympic Games at CTC, a review of academic literature on EE evaluation practices, and semi-structured interviews with employees at CTC will be employed. Approximately two employees from each of the Internal Communications, Human Resources, Internal Events, and Sport Partnerships departments who are involved in EE planning and execution at the CTC Corporate Head Office (n ≈ 8) will be interviewed to determine areas of improvement for the current EE tactics. These combined learnings and evaluations will aid in developing recommendations for future Olympic-focused engagement programs orchestrated by the CTC.