Dementia Certificate Program

DCP campaign poster at York Lanes


The Dementia Certificate Program is an education program offered by Alzheimer Society Toronto to frontline health-care professionals and students.  The purpose of the Program is to give graduates a better understanding of dementia, how it affects people, and how to best care for someone with dementia.


In late 2015, the Society received a grant in support of the Program with $20k allocated to marketing.





Communication, Graphic Design, Strategy


An initial discovery session with the project stakeholders revealed the following challenges:

  • Niche target audience
  • Limited budget of $20k for both promotional materials and advertising.
  • A knowledge gap among stakeholders regarding how much advertising costs and how quickly $20k can be spent.


During our discovery sessions I had learned that, historically, the team had the most success attracting frontline health-care students to the course over working professionals.  This had been due, in large, to the relationships fostered between our staff and educators in college  programs throughout the city. Not only would these educators promote our training to their students, but they would also invite our staff to speak to their classes about the importance and value of dementia training.


I also learned that the Programs and Education team had only been using a simple, three-column excel sheet to track and manage their relationships with the various health-care institutions and instructors in the city.


With these insights and the above challenges in mind, I created a proposal that:

  • Focused on students and educators as the target audience.
  • Involved low-cost marketing materials in order to allow us to allocate as much of the budget to advertising as possible.
  • Compared various advertising opportunities to give the rest of the team a better understanding of the cost of advertising and the cost.
  • Recommended running a targeted campaign on college and university campuses in addition to implementing a better relationship management system and stewardship strategy for the colleges and educators across the city.

A targeted campaign on campuses would not only maximize our impact by targeting our audience where they learn (and work) but would also, in the case of institutions where we were trying to foster a relationship, give us some valuable brand recognition and a potential starting point in forming a relationship with specific educators or departments.


In terms of implementing a better relationship management system, I suggested Smartsheet — a cloud-based tool built for tracking and team collaboration.  I also created a template for the Education department that they could use as a starting point for this new management and stewardship strategy.
It’s still early in the campaign but  initial feedback is that registration has been unseasonably high since the start of the campaign.


  View the campaign creative.

  View the promotional booklet.

  View the marketing plan.