VR franchise Ctrl V supports everyone from children to pets to seniors through its charitable initiatives
By Karen Stevens
Some businesses focus solely on the bottom line, but the virtual reality (VR) franchise Ctrl V stands out as a system that combines its entrepreneurial success with a commitment to making a positive impact in the community. Ctrl V demonstrates how giving back to society can be a key part of a thriving franchise model.
The growing franchise system offers myriad ways for franchisees to contribute to their communities. The system’s biggest initiative is the Extra Life campaign, a Canada- and U.S.-wide event that raises money for the Children’s Miracle Network of Hospitals. Thousands of people—on corporate teams and as individuals—raise funds and then participate in a 24-hour games marathon. The donations go towards treatments, medical equipment, and health care services for children. “We raise tens of thousands of dollars for the hospital, and each franchisee gets to choose the local Children’s Miracle Network hospital that the money goes to,” explains Robert Bruski, Ctrl V’s CEO.
Throughout the year, franchisees are encouraged to participate in other community ventures, such as the Save Me Dog Rescue event, where local rescues can bring their dogs that are up for adoption to the store. Additionally, franchisees can facilitate food drives around Thanksgiving and Christmas.
Ctrl V also works with seniors and local nursing homes on a regular basis. “Seniors love VR,” explains Bruski. “And a lot of them don’t know about it, or they think VR is futuristic and isn’t consumer-ready.”
Franchisees pack up the VR stations and set them up in the communal spaces at retirement homes.
Real-life support
“Whether they want to shoot robots, swim with whales, hang out in the desert, or visit the dinosaurs, they get to experience these things in virtual reality,” says Bruski. Furthermore, “We’re constantly working with schools, charitable organizations, and seniors’ homes at discounted rates to get all of these people in to do VR.”
And that’s not all—the brand also supports local Rotary Clubs with the various charitable events they organize. Also, according to Bruski, the autism community is near Ctrl V’s heart. “We’re regularly working with organizations like KidsAbility and people with autism to help them try VR.”
Within the community, franchisees are encouraged to share gift cards for VR experiences with the people they meet. “Whether getting an oil change or out at a restaurant, we give people the opportunity to come in and experience VR, whether they’re able to afford it or not,” says Bruski.
As Bruski explains, new businesses need the support of the local community. “The local community is important to us, so we want to contribute to it to build it up and help them solve some of the problems they may have because we know without them we wouldn’t have a business,” he says.
Ctrl V franchisees don’t have to participate in the brand’s charitable efforts to be a franchise owner.
“They’re not required to do it, but they all participate in it because they understand the value that it brings to the community and to the business,” says Bruski. He notes that if there’s something local and unique to their city that franchisees want to participate in, they usually get the go-ahead from head office.
Simulating success
The number one way that franchisees raise awareness for these charitable efforts is by word of mouth. “We’re always talking about these things, whether we’re bringing it up right at the point of sale or whether we’re just out with family and friends and we bring it up casually to servers,” Bruski says.
Marketing is also a big way they get the word out, he explains. The franchise uses a combination of paid marketing and free grassroots marketing to raise awareness about these events. The partner organizations also help with promotion. For example, hospitals from the Children’s Miracle Network will raise awareness through their marketing channels.
Going forward, Bruski says Ctrl V will continue with its charitable initiatives. “We’re going to make Extra Life a bigger event and focus it around some other sort of milestones or cornerstone things that are happening to really try to raise the money for these hospitals,” he says.
“We’re a company that’s going to do as much as we can from a charitable or social justice standpoint. So as we go into the future, nothing’s off the table.”
