How CAAT Pension Plan Achieved a 42% Listener Growth Rate Between Seasons

CAAT Pension Plan is one of Canada’s major pension plan corporations. The organization’s overarching goal is simple: to provide Canadian workplaces with access to secure, sustainable pensions.

The team approached Quill with the desire to produce a show that would subtly promote defined benefit pension plans to Canadian business leaders without alienating a potential audience of the general public. They wanted to target CEOs, c-suite executives, and business leaders, in addition to tailoring the content to the everyday person who is aware of their own financial security in Canada.

We produced an interview-style show featuring prominent Canadian leaders that would highlight the incredible contributions people are making every day to move the country forward into the future. Rather than focusing on pensions specifically, they discuss their unique contributions to the Canadian business landscape and share what they do differently as forward-thinkers, which would benefit business leaders as well as appeal to a more general audience.

The result was a show that truly resonated with business leaders and everyday people across the country. Each episode featured an interesting guest who had demonstrated strong leadership skills throughout their career, including Victor Dodig, CEO of CIBC and Yung Wu, CEO of MaRS Discovery District.