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What would you say are Popular Canada’s current growth opportunities? The greatest growth opportunity for Popular Canada lies south of the border. Expanding our reach into the US market through our sister company, Popular USA, is our current goal. The US book and bookazine market is vast. It encompasses various segments, including the Mass Market accounts like Costco, Walmart, and Target; the Discount Market with accounts such as Dollar General and Dollar Tree; the Homeschool Market with approximately four million children being homeschooled in the United States; the Online Market with accounts such as Amazon.com, our very own e-commerce program; and finally, the School Market with both the Public and Private schools. What are the challenges and opportunities within print and digital media? How is Popular Canada addressing them? We have clearly seen the many benefits of learning on paper. However, we recognise that learning through both print and digital media is important. Thus, we are developing our Scratch learning products, introducing a new online math learning platform, and incorporating more QR codes within our products. To overcome the challenges of driving our business from print to digital, we will constantly need to prioritise five initiatives: I. We will consistently invest more in our Social Media Marketing. II. We will invest more in our Email Marketing Campaigns to promote our QR codes and advertise the quality of our educational content. III. We will continue to provide viable Content Marketing. IV. We will continue to invest in Google Advertising and SEO. V. We will promote membership for Popular Canada’s Parents’ Club by offering free educational videos and learning tips by Canadian teachers and offering eligibility to win other prizes and gifts. How will the company’s social responsibility take its vision further for children’s education? Popular Canada believes that every child should have opportunities for academic growth. To contribute to the community and honour our social responsibility towards children’s education, we have made the following efforts: • Popular Canada has arranged for donations of workbooks and other learning materials to the family centre and teaching programmes at the SickKids hospital since 2015. • In 2018, Popular Canada joined World Vision, one of the largest NGOs worldwide, to share books and knowledge with children in less developed countries. As of January 2021, Popular Canada has donated over 100,000 copies of our books, with a value close to $1 million Canadian dollars. • In 2017, Popular Canada proudly sponsored the Canadian Mathematical Society to support Math Team Canada’s participation in the International Mathematical Olympiad. • Popular Canada regularly supports the Vaughan Community Health Centre’s Ready for Success programme by donating workbooks and teaching resources. Why was World Vision chosen as a long-term, key donation partner? How do you view their programmes on education? In 1990, I sponsored a child in Africa through World Vision for $19.99 a month for 15 years. My donations went toward funding his education. When he turned 18, he spoke to me on the phone. That conversation was very rewarding and something I will remember my entire life. Therefore, when I was approached by World Vision in 2018 in my capacity as COO of Popular Canada, I already knew that they were among the world’s most reputable charitable organisations. Some additional benefits of working with such a great organisation include: • World Vision Canada is one of the largest international NGOs in Canada with programmes and offices in over 90 countries. • World Vision’s causes are aligned with the United Nations’ Sustainable Development Goals and their emphasis on helping the most vulnerable children and families around the world. • World Vision partners with socially responsible corporations like ours in various ways, such as employee engagement, cause sponsorship, and cause marketing. • With financial support from POPULAR, there is great opportunity to work more in many African nations and other countries. • World Vision has the capacity to move products in containers from anywhere in Southeast Asia to the field according to the donor’s choice. • World Vision provides Tier 1 donors (financial support/product donors) with an opportunity to visit the field and see the programmes and the impact of their contribution directly. 1 1 13 38 8 p po o p p u ul la a r rn n e e w ws s- -1 1 1