CAMPAIGN PROPOSAL 2026

THE FUTURE
FOLLOWS US.

Reaching Toronto's most generous women — in the one space where they can't look away.

Buildings

180

Screens

14 Weeks

Campaign Duration

Vertical Impression — Elevator Digital Out-of-Home

The Medium

Your Message,
Where They Live

Full-motion digital screens inside residential elevators — reaching your target audience 4–6 times daily in an intimate, distraction-free environment.

No skip button. No scroll. Just 2–3 minutes of captive attention with your message, every single ride.

01 — The Channel

Why Elevators Reach Donors

🏢

Where Donors Live

Women 40+ with household incomes over $200K are overwhelmingly condo and luxury apartment residents in the GTA. Our screens are already inside their buildings — reaching them multiple times daily.

👁

Undivided Attention

Average elevator dwell time: 2–3 minutes. No skip button. No scroll. 100% viewable. Unlike digital ads that get lost in a feed, elevator screens command attention in a captive, distraction-free environment.

💜

Emotional Context

You're catching people at home — where they feel safe, reflective, and generous. Research shows charitable giving intent peaks in comfortable, familiar environments. Elevators in residential buildings are that moment.

02 — The Data

Proven Attention

4–6x Daily Frequency

Residents see your creative multiple times per day — morning commute, evening return, weekend errands. Frequency that builds familiarity without fatigue.

100% Viewable

No ad fraud. No bots. No below-the-fold impressions. Every impression is a real person, in a real elevator, looking at your creative.

Emotional Resonance

Nonprofit creative performs exceptionally well in residential settings. When people are at home, they're more receptive to cause-based messaging and calls to give.

03 — The Advantage

Optimize During the Campaign, Not After

Most OOH campaigns optimize after the fact. With Vertical Impression's attention intelligence, we optimize between each flight — not after the campaign ends.

After Phase 1, we analyze attention data across all buildings to identify which communities are responding most strongly to nonprofit creative.

For Phase 2 (Giving Tuesday), we reallocate impressions to the highest-attention buildings — maximizing donor engagement during the most critical giving period.

Phase 3 captures year-end momentum by doubling down on proven performers.

Optimization Flow

Sept 22 – Nov 1 Phase 1: Launch & Salience

Analyze Attention Data

Nov 2 – Dec 6 Phase 2: Giving Tuesday & Engagement

Optimize to Top Performers

Dec 7 – Dec 31 Phase 3: Year-End Giving

Result: Each phase delivers stronger results than the last

04 — The Timeline

Three Phases, One Mission

Phase 1: Launch & Salience

Sept 22 – Nov 1 (6 weeks)

Make a splash. Build emotional connection with the WCHF mission through visually arresting creative. Establish presence across the GTA.

Phase 2: Giving Tuesday & Engagement

Nov 2 – Dec 6 (5 weeks)

Giving Tuesday engagement. Timed with 6 full elevator wraps in premium buildings (Option C) for maximum physical + digital impact during the peak giving period. Optimized using Phase 1 attention data.

Phase 3: Year-End Giving

Dec 7 – Dec 31 (3.5 weeks)

Capture year-end giving momentum. Tax write-off deadline is Dec 31 — maintain digital presence through the holidays.

05 — The Investment

Three Options, One Partner

Option A

$50,000

Targeted Digital Screens

67 Buildings
147 Screens
6,250,000 Paid Impressions
+ 625,000 Bonus Impressions
= 6,875,000 Total Impressions
Agency CPM: $8.00
Rate Card Savings: $15,625

Precision-targeted to high-income women 40+ and active donors

Option B

$100,000

Expanded Digital Screens

79 Buildings
180 Screens
12,500,000 Paid Impressions
+ 1,875,000 Bonus Impressions
= 14,375,000 Total Impressions
Agency CPM: $8.00
Rate Card Savings: $31,250

Wider reach with higher share of voice across expanded venue network

Option C

$150,000

Digital Screens + Elevator Wraps

79 Buildings · 180 Screens (digital) + 6 Wrap Locations
8,336,250 Paid Digital Impressions
+ 3,750,000 Bonus Impressions
= 12,086,250 Total Digital Impressions + Physical Wraps
$66,690 digital + $83,310 wraps (6 × $13,885)

Maximum impact: digital reach + 6 high-dwell elevator wraps deployed in Phase 2 for Giving Tuesday

Bonus impressions represent in-kind support for this nonprofit campaign — provided at no additional cost to acknowledge the mission of Women's College Hospital Foundation.

Between each flight, we optimize screen allocation to the highest-attention buildings for nonprofit creative — ensuring each phase delivers stronger results.

Option C — Physical Presence

Full Elevator Wraps

Go beyond the screen. 6 premium buildings get floor-to-ceiling vinyl wraps that transform the entire elevator into a WCHF experience — impossible to ignore, impossible to forget.

Deployed during Phase 2 (Giving Tuesday) to maximize donor impact at the most critical moment of the campaign.

6 wrap locations × $13,885 each

5 weeks of high-dwell static presence

Timed for Giving Tuesday & holiday giving season

Previous Elevator Wrap Execution

06 — The Footprint

GTA Audience-Indexed Coverage

79 buildings · 180 screens · Over-indexing for donation propensity, female residents & 40+ demographics

79 BUILDINGS

180 SCREENS

Condo

Rental

Other

All buildings selected based on audience indexing for donation propensity, female residents, and 40+ demographics in the Greater Toronto Area.

LET'S BUILD
SOMETHING MEANINGFUL.

79 buildings, 180 screens, and 14 weeks of captive-audience presence across the GTA — reaching the donors who matter most, in the spaces where they live. Three investment options. One mission. Let's make it happen.

Let's Build This Together →

PSMALLEY@VERTICALIMPRESSION.COM · VERTICALIMPRESSION.COM

THE FUTUREFOLLOWS US.

Your Message,Where They Live