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  1. 1. Community League Digital Content Plan A Digital Media Launch for the Strathkonia Community League This report outlines Strathkonia Community Leagues initiative to attract more league board members, community members, and business affiliates through launching a digital campaign Jillanne Bowler, and Brittany Kustra 11/13/2014
  2. 2. P a g e | 1 TABLE OF CONTENTS Issue Statement.................................................................................................................................. 2 Strategic considerations and approaches.............................................................................................. 2 Environmental Analysis.................................................................................................................. 2 SWOT Analysis ............................................................................................................................. 2 Target Audiences of The Campaign .................................................................................................... 4 Personas Developed Based on Target Audience Analysis ..................................................................... 5 The single-Occupant Renter............................................................................................................ 5 Persona: Olivia Whyte ................................................................................................................ 5 The Local Business Owner ............................................................................................................. 6 Persona: Mike Anderson ............................................................................................................ 6 Goals, Objectives and Measurements............................................................................................... 7 Digital Tactics ................................................................................................................................... 8 Facebook Fan Page ........................................................................................................................ 8 Rationale.................................................................................................................................... 8 Strategies ................................................................................................................................... 8 Twitter .......................................................................................................................................... 9 Rationale.................................................................................................................................... 9 Strategies ................................................................................................................................... 9 Website ......................................................................................................................................... 9 Rationale.................................................................................................................................... 9 Strategies ................................................................................................................................... 9 Other............................................................................................................................................10 Rationale...................................................................................................................................10 Strategies ..................................................................................................................................10 Key Messages and SEO Solutions......................................................................................................11 One-Month Content Calendar............................................................................................................12 Evaluation Methods ..........................................................................................................................16 Gaining Awareness .......................................................................................................................16 Increasing Consideration ...............................................................................................................16 Increasing Conversion ...................................................................................................................16 Inspiring Loyalty...........................................................................................................................17 Bibliography.....................................................................................................................................18
  3. 3. P a g e | 2 ISSUE STATEMENT Strathkonia Community League is experiencing problems in the following areas: Lack of diverse representation of community population among board members Minimal participation in league operations among rental community Low turn-outs to community events Minimal feedback or suggestions for community league initiatives Lack of community league initiative to support local businesses and promote amenities within the community Low levels of business interest in advertising through the community league Disconnect between local businesses and community league partnerships STRATEGIC CONSIDERATIONS AND APPROACHES ENVIRONMENTAL ANALYSIS Two main target audiences have been selected for this plan: the rental community, and local business owners. To determine what will guide the content of the digital media included in this plan, current trends among our target audiences in relation to their community must be analyzed. Social media can be a huge advantage to a community league when 89% of those aged 18-29 are using social media, and those aged 30-42 dont fall much behind, with 82% of their demographic using social media sites1 . In a typical south-central Edmonton neighbourhood, those aged 25-34 make up 35.8% of the population with 71% of properties being rented2 , so social media would hit a huge number in its target audience, assuming the same demographic also makes up a minimum of 35.8% of the rental community as well. It has been noted that in community leagues, such as Strathcona, awareness of what a community league membership can offer is extremely low3 . However,one hurdle is determining whether providing digital content would encourage participants from the rental community to get involved with the community league. Concern is raised about what the typical 25-34 year old will do in their leisure time, and if the community has fun options to offer them. It is found that 85% of 25-34 year olds actually prefer hanging out with friends and family as their top leisure activity, movie-going has declined since 2005 for this age group, and 54% of adults are likely to volunteer 12 months prior to switching careers4 . This information could be used by Strathkonia Community League in digital content that promotes bringing friends together in activities, offer a new form of entertainment, and encourage volunteering. Currently, 81% of small and medium businesses are using social media, with 91% of those businesses using it as a method to gain awareness5 . Further,small businesses make up 95% of all business in Alberta, and increased in number by 13% in a decade the highest growth rate in Canada6 . Using this information, the Strathkonia Community League can partner with local businesses that wish to have their name put out there, by including promotions and door prizes to be given away at events through digital content. Strathkonia can also encourage businesses to have employees volunteer on the board to better represent their needs. SWOT ANALYSIS 1Social Networking Fact Sheet, Pew Research Center, 2014 2 A Community Profile Strathcona, Satistics Canada, 2014 3 Edmonton community leagueshope to woo under-40 crowd, Williamson, 2012 4 Lifestyles and social participation, Seddon,2011 5 Linked-In: 81% of Small and Medium-Sized Businesses Use Social Media, Wagner, 2014 62013 Small Business, Big Impact Alberta Small Business Profile, Alberta Government, 2013
  4. 4. P a g e | 3 The following chart is a brief overview of those Strengths, Weaknesses,Opportunities, and Threats that are a main focus while trying to develop digital content: STRENGTHS - Were ina communityof people of a targeteddemographic,veryspecific - Much our audience isonline/usessocial media - Businessesinthe neighbourhooduse social media WEAKNESSSES - Low awareness - So manyotherdistractionsinthe area - Run byvolunteers/limitedstaff - Limitedresources/budget - Low income audience - Board membersare old/outof touch OPPORTUNITIES - Change perspective - Make a largeronline presence - Businessownershave large reach - Single dwellers:networkingopportunities - Builda communityfeeling/realize what the communityleague candofor them - Young people withoutfamilieshave time to getinvolved - Philanthropicspirit - Referencestopeoplewhohelp THREATS - Wouldtargetaudience rathergo tobars than attendourcommunityevents? - Highrental occupancy (high turnover rates) - General sense of notwantingtoget to know yourneighbours - Our targetaudience isntaligned withthe demographicsof ourboard members whocommunicate withthem
  5. 5. P a g e | 4 TARGET AUDIENCES OF THE CAMPAIGN Strathkonia Community League is currently experiencing an underwhelming representation on its board from the majority of residents in its boundaries: the rental community and those aged under forty. Upon further research,it can be assumed that the same people who make up the majority rental community are those who are under the age of 407 . The league is interested in gaining awareness among this target audience, either to facilitate participation on the board, or to gain interest in the community events and programs. Currently, Strathkonia is witnessing the same group of people joining the league members, with low awareness considered a major cause for such poor turn-outs7 . A secondary factor is likely the competition with local businesses and other events the rental community is attending, due to Strathkonias location in a fairly busy south-central area. This contemplation has lead Strathkonia to branch its target out to the local businesses themselves. While the business owners may be aware they are part of a community, they may be experiencing low awareness of what the community has to offer. Many community leagues have had a mutual benefit from working with local businesses. Glastonbury Community League not only benefits by having businesses donate to their current fundraising project, but they also offer advertising within their newsletter to promote their local help8 . Other community leagues, such as the Delton Community League, have found it useful to promote local artists at their events by allowing them to share their artwork9 - something that could be done easily with the numbers of local artists within Strathkonia. Both target audiences are a huge part of this campaign. Gaining awareness among the rental occupants to let them know Strathkonia Community League has much to offer will be the biggest hurdle to jump in terms of the first target. Likewise, increasing conversion among the local businesses in terms of donating free grabs for door prizes, participating in community events, and even to represent themselves on the board is going to be the main focus of this plan in terms of attracting partnerships with local businesses. Strathkonia recognizes that it is important for the league to not only appeal to those who are currently underrepresented within the community league, but also to have the support of local businesses of whom this demographic may take interest. 7 Edmonton community leagueshope to woo under-40 crowd, Williamson, 2012 8 Glastonbury Community League, Glastonbury Community League, 2014 9 Edmontons community leaguesblend community and creativity and theyve done it for almost 100 years, Kostash,2012
  6. 6. P a g e | 5 PERSONAS DEVELOPED BASED ON TARGET AUDIENCE ANALYSIS THE SINGLE-OCCUPANT RENTER PERSONA: OLIVIA WHYTE Demographics Gender: Female Marital Status: Single, Never-Married10 Age: 20-3510 Religion: None10 Citizenship: Canadian10 Career Path:Educational Services Sector11 Education Level: Bachelors Degree10 Language: English Salary: Less than $40 000 annually10 City: Edmonton Community: Strathkonia Neighbourhood Living Situation: Rent, Single-living (walk-up, less than five stories)10 Transportation: Car10 About Olivia Olivia is a recent graduate,with a bachelor degree in education, starting her career as an elementary school teacher. She is on a budget and is looking to keep active on a shoestring. She currently participates in running, during the summer months, and would like to continue her physical lifestyle by adding yoga routine12 . Olivia will often take on long-term projects as she is determined and driven to succeed at creating something new10 . She has not pursued art seriously, but is interested in exploring her creative side. When she is relaxing in her one-bedroom walk-up apartment, Olivia likes to burn incense and catch up with her Facebook feed, which is her largest used social media form13 . She will also check her email account for Facebook notifications during the schools recess break,or when she needs to rest her eyes from marking an overload of assignments. 10 A Community Profile Strathcona,Satistics Canada, 2014 11 Careers for ETSJ Personality Types, BSM Consulting Inc., 2014 12 Who participatesin active leisure?, Statisitics Canada, 2014 13 INFOGRAPHIC: Survey Reveals Which Demographics Use What Social Media,Docstoc Articles, 2014 such as iStockPhoto or Veer.com to download a comp a low-resolution, watermarked, trial imag e. To insert the photo,place your cursor in this textbox, select all the text in the box & delete it, then select insert a picture from the ribbon.
  7. 7. P a g e | 6 THE LOCAL BUSINESS OWNER PERSONA: MIKE ANDERSON Demographics Gender: Male Marital Status: Single, Never-Married11 Age: 29 years old14 Religion: None11 Citizenship: Canadian11 Career Path:Small business owner (restaurant owner)15 Education: Bachelors Degree11 Language: English11 Salary: $45,00011 City: Edmonton Community: Strathkonia Neighbourhood Living Situation: Rent, Single-living11 Transportation: Car11 About Mike Anderson Mike is a restaurant owner in the Strathkonia area12 . He grew up in Edmonton and is familiar with the city. Mike has a Bachelors degree from the University of Alberta, and started his small business shortly after graduating.11 Mike lives by himself in a walk-up apartment building in the neighbourhood and drives to work.11 When Mike is not busy running his business, most of his free time is spent socializing with friends and family. 16 Mike has profiles on a few different social media sites, but he mostly lurks, rather than creating content.17 Like most businesses in the neighbourhood, Mikes restaurant has a website, but he doesnt sell any services online. He also uses social media to promote his business.18 14 A Community Profile Strathcona, Satistics Canada, 2014 15 Canadian Statisticsfor Small Business Week 2013,McKinnon, 2013 16 Lifestyles and social participation, Seddon,2011 17 10 surprising stats about small business in Canada,CBC News, 2011 18 Linked-In: 81% of Small and Medium-Sized Businesses Use Social Media, Wagner, 2014
  8. 8. P a g e | 7 GOALS, OBJECTIVES AND MEASUREMENTS The following table outlines the goals of the digital campaign, which follow SMART guidelines (specific, measurable, actionable, realistic, and time-sensitive): Goals Objectives Measures 1. Gain Awareness 1.1. Increase Facebook likes by 100 in three months 1.2. Increase Twitter follows by 100 in three months 1.3. Increase number of website visits 1.1. Count increased number of likes from start of campaign 1.2. Count increased number of follows from start of campaign 1.3. Website analytics to measure page visits 2.Increase Consideration 2.1. Increase inquiries about community-organized events by 25% in one month 2.2. Increase time spent on website by 25% in one month 2.3. Get 10 shares for each community event 48 hours after posting on each of Facebook and Twitter over three months 2.1. Spreadsheet analysis to keep track of number of emails, phone calls, and online form submission every 30 days 2.2. Website analytics to analyze browsing time 2.3. Facebook and Twitter analytics used to monitor shares 3. Increase Conversion 3.1. Gain 50 new membership purchases online in three months 3.2. Obtain at least two door prize donations from local businesses for 5 events in three months 3.3. Have 5 new businesses donate door prize items within three months 3.4. Gain 2 new board members representative of local businesses in three months 3.5. Gain 3 new board members representative of the rental community in three months 3.6. Have a minimum of 20 RSVPs to each community event listed over three months 3.1. Spreadsheet analysis of membership sign-ups in coordination with monthly events 3.2. Count local business initiative in terms of door prizes donated per event 3.3. Count local business initiative in terms of number of businesses donating door prizes per event 3.4. Spreadsheet analysis of new board members occupations 3.5. Spreadsheet analysis of new board members addresses 3.5. Count RSVPs to each event and document in spreadsheets to monitor which events are successful 4. Inspire Loyalty 4.1. Renew board membership with all current and new members at the renewal date in September 2014 4.2. Increase bringing a friend to community events by 50% in six months 4.1. Spreadsheet analysis to keep track of current board members, plus new ones signed on throughout the year 4.2. Pose surveys for door prize draws that ask how guests knew about events (eg. member vs. brought by friend)
  9. 9. P a g e | 8 DIGITAL TACTICS The following tactics outline various digital media platforms that will be used for the launch of this campaign, and which information will be included on each platform: FACEBOOK FAN PAGE RATIONALE As of September 2013: 71% of online adults use Facebook19 75% of Facebook users have had some college education20 The largest age group of Facebook users sits at 18-29, making up 84% of online users that are on Facebook20 In May 2013, 74% of women were users of social networking sites, compared with 62% of men19 Social networking sites are increasingly used to keep up with close social ties19 . Facebook and Instagram users are the most engaged. Around 60% of their users sign in every day - compared to 46% of Twitter users19 . STRATEGIES Regular posts according to the content calendar, promoting regular events, special events, other local community and local business events/festivals Promotion of contests,with the prizes being free memberships, sponsored packages from local businesses, etc. Live updates during events Photo album recaps of events Links to blog posts and newsletter on website Allowing people to post on page with questions, which CL Board Member will answer Creation of event pages,where FB users can RSVP and see more information 19 Social Networking Fact Sheet, Pew Research Center, 2014 20 REVEALED: The Demographic Trends For Every Social Network ,Guimaraes, 2014
  10. 10. P a g e | 9 TWITTER RATIONALE As of January 2014, 19% of online adults use Twitter19 . Similar to Facebook, the 18-29 year old age range accounts for the majority of Twitter uses, making up 39% of all Twitter users19 . STRATEGIES Tweets about community league events and other neighbourhood events Contests Live updates during events Links to blog posts and newsletter on website Retweeting community businesses/events Use of hashtag, encouraging others in the community to use WEBSITE RATIONALE Community league news can be spread more effectively to the targeted demographic, because 19% of those aged 18-39 use the Internet to find information about community events, and 24% will use it to find about schools in the community21 . Although these numbers are not a majority number, attracting approximately 20% of the targeted age group will allow for an improvement on Strathkonia Community Leagues current outreach to this audience. Local businesses will benefit in the following ways: 85% of consumers use the Internet to find local businesses22 50% of smartphone users will visit a store within a day of searching for a local business23 STRATEGIES Calendar of events,updated weekly Links to our social media pages Live Twitter feed box Weekly blog posts o Share buttons at the bottom of each post Archive of weekly e-newsletter o Mailed-out newsletter will contain the same information as the weekly newsletter, but be mailed monthly in a thicker volume E-newsletter sign-up button o Online Address form to request mailed-out copy Online community League membership purchase Job board for local businesses that are hiring 21 How People Learn About Their Local Community, Rosenstiel, 2011 22 Survey: 85% of Consumers Use the Internet to Find Local Businesses, Holloway, 2012 23 Google: Local Searches Lead 50% of Mobile Users to Visit Stores [Study] ,Lee, 2014
  11. 11. P a g e | 10 Links to the websites of partnered local businesses Highlights of local businesses with unique activities OTHER RATIONALE Eventbrite has been effective in attracting participation in various events with the following statistics24 : Total volume processed in 2013: $1 billion Number of tickets sold in 2013: 58 million Tickets scanned in 2013: 8.2 million Number of events: 1 million Meetup has a similar success rate with the following event turn-outs25 : Members: 19.55 million Meetup Groups: 178,930 Monthly Meetups: 498,945 Monthly RSVPs:3.45 million STRATEGIES Eventbrite pages for major events (ie. membership drives, not regular drop-in classes) Meetup.com group for Community League members Providing social media buttons to partnered local businesses (Im a supporter of Old Strathkonia Community League!) to display on their websites/social media 24 Eventbrites2013 Year in Review, Eventbrite, 2014 25 About Meetup,Meetup, 2014
  12. 12. P a g e | 11 KEY MESSAGES AND SEO SOLUTIONS The following table outlines some key messages the digital campaign will focus on and key search engine optimization terms that will guide users to our digital platforms: Key Messages SEO Key Terms The community league is here and has a lot to offer Strathkonia Community Strathkonia Community League What to do in Strathkonia Community Free programs in Strathkonia Monthly events calendar for Strathkonia Strathkonia membership Strathkonia Community League membership Community sports and recreation What Strathkonia Community has to offer A sense of community can be good for business How to get community linked with my business Business-to-business in Strathkonia Community Job board Careers Hiring in Strathkonia Services offered in Strathkonia Businesses in Strathkonia Getting involved with your community will benefit you! Volunteering in Strathkonia How to get involved in Strathkonia Meeting people in Strathkonia Block parties Social Mixers Neighbourhood hands Neighbours helping neighbours What Strathkonia Community League has to offer There are amenities being offered in your neighbourhood Library services in Strathkonia Fitness facilities in Strathkonia Festivals in Strathkonia Map of Strathkonia neighbourhood Amenities in Strathkonia
  13. 13. P a g e | 12 ONE-MONTH CONTENT CALENDAR The following table outlines the launch of the first month of launching the Community Leagues digital content: Sunday Monday Tuesday Wednesday Thursday Friday Saturday Medium Week 1 (Nov. 30- Dec. 6 2014) *** Communi ty League Meeting on Wednesda y, December 3, 2014*** Website Publish e- newsletter on site N/A Reminder of community meeting (agenda) N/A Minutes from community meeting Updated monthly calendar N/A Blog Hot Topic regarding Community League interests N/A Features a local business N/A Recap of community meeting N/A N/A E- Newsletter Send out N/A N/A N/A N/A N/A N/A Print newsletter Deliver N/A N/A N/A N/A N/A N/A Facebook AM Event opens Contest begins post (like this post to enter) Reminder of community meeting Reminder of Saturday event (membership drive) Link to recap & minutes on blog/website Fun Friday post (shares interesting informatio n circulating the web, viral videos, etc.) Door prize from local business at event Facebook PM Link to blog Photos from last Saturdays event Link to blog News Jacking Link to blog Reminder of weekly (upcoming ) events One photo during event Meetup Event opens N/A N/A Reminder of event N/A Deadline to RSVP N/A Eventbrite Event opens N/A N/A N/A N/A Deadline to RSVP; Eventbrite reminder to registrants N/A Week 2 (Dec. 7-13 2014) Website Update job boardweb page Emailedcall- out to local businesses to submit advertising N/A N/A Emailedcall- out to e- newsletter subscribers to ask for participants in the Christmas artwork and cookie sale event for next week Respond to any emails submitted by residents Update Business Feature web page Blog Hot Topic regarding Community League N/A Features a local business N/A Features Seasonal Festivals in the area N/A N/A
  14. 14. P a g e | 13 interests E- Newsletter N/A N/A N/A N/A N/A N/A N/A Print newsletter N/A N/A N/A N/A N/A N/A N/A Facebook AM Event opens N/A N/A Reminder of Saturday event (Christmas artwork and cookie sale) N/A Fun Friday post (shares interesting informatio n circulating the web, viral videos, etc.) Door prize from local business at event Facebook PM Link to blog Photos from last Saturdays event (membershi p drive) Link to blog N/A Link to blog Reminder of weekly (upcoming ) events One photo during event Meetup Event opens N/A N/A Reminder of event N/A Deadline to RSVP N/A Eventbrite Event opens N/A N/A N/A N/A Deadline to RSVP; Eventbrite reminder to registrants N/A Week 3 (Dec. 14- 20 2014) Website N/A N/A N/A Update Website photos to highlight recent events (membership drive and Christmas artwork and cookie sale N/A Respond to any emails submitted by residents N/A Blog Hot Topic regarding Community League interests N/A Features a local business N/A Top Ten Christmas Movies of all Time N/A N/A E- Newsletter N/A N/A N/A N/A N/A N/A N/A Print newsletter N/A N/A N/A N/A N/A N/A N/A
  15. 15. P a g e | 14 Facebook AM N/A N/A N/A Photos from around the community to show off residents Christmas spirit N/A Fun Friday post (shares interesting informatio n circulating the web, viral videos, etc.) Link to City of Edmonton s Holiday activities Facebook PM Link to blog Photos from last Saturdays event (Christmas artwork and cookie sale) Link to blog N/A Link to blog Reminder of upcoming events N/A Meetup N/A N/A N/A N/A N/A N/A N/A Eventbrite N/A N/A N/A N/A N/A N/A N/A Week 4 (Dec. 21- 27 2014) Website N/A N/A N/A N/A N/A Respond to any emails submitted by residents N/A Blog Hot Topic regarding Community League interests N/A Holiday Spirit themedpost N/A N/A N/A N/A E- Newsletter N/A N/A N/A N/A N/A N/A N/A Print newsletter N/A N/A N/A N/A N/A N/A N/A Facebook AM Event opens N/A N/A Reminder of Saturday event (Bottle drive pick-up) N/A Fun Friday post (shares interesting informatio n circulating the web, viral videos, etc.) N/A Facebook PM Link to blog N/A Link to blog Wishing residents a Merry Christmas N/A Reminder of weekly (upcoming ) events One photo during event Meetup Event opens N/A N/A Reminder of event N/A Deadline to RSVP with address for bottle pick- up N/A Eventbrite N/A N/A N/A N/A N/A N/A N/A
  16. 16. P a g e | 15 Week 5 (Dec. 28- Jan 3 2014) Website Update job boardweb page Emailedcall- out to local businesses to submit advertising N/A N/A Emailedcall- out to e- newsletter subscribers to ask for participants in the Christmas artwork and cookie sale event for next week Respond to any emails submitted by residents Update Business Feature web page Blog Hot Topic regarding Community League interests N/A Features a local business N/A Highlights volunteering (opportunities, benefits, etc.) N/A N/A E- Newsletter N/A N/A N/A N/A N/A N/A N/A Print newsletter N/A N/A N/A N/A N/A N/A N/A Facebook AM Event opens N/A N/A Reminder of Saturday event (Post New-Years Singles Meetup) N/A Fun Friday post (shares interesting informatio n circulating the web, viral videos, etc.) Door prize from local business at event Facebook PM Link to blog N/A Link to blog N/A Link to blog Reminder of weekly (upcoming ) events One photo during event Meetup Event opens N/A N/A Reminder of event N/A Deadline to RSVP N/A Eventbrite Event opens N/A N/A N/A N/A Deadline to RSVP; Eventbrite reminder to registrants N/A
  17. 17. P a g e | 16 EVALUATION METHODS Measurements of the various goals and objectives have been outlined previously to address individual objectives of the digital campaign. To evaluate the overall success of the content plan, we must look at the four main goals as a whole to make sure each stage has been successful: GAINING AWARENESS Optimizing search engine results is a key factor in getting your brand out there, when 93% of online experiences begin with a search engine26 , such as Google. Increasing followers, likes, and website visits would all be a sign that residents in the Strathkonia Community are becoming more aware of the Strathkonia Community Leagues existence. INCREASING CONSIDERATION Consideration means people are becoming engaged and taking an interest in your company, brand, or organization. In the case of the Strathkonia Community League,an increase of consideration would mean that residents are moving past gaining awareness and noticing what the community league has to offer them, and therefore,are possibly seeing the importance of the league in their everyday lives. Changing the image of the community league among its target audiences to be a more vital presence in their online browsing would be a huge success for this campaign. Services and products are learned about by 65% of social media users19 ,and this can be a great way to get people thinking about how their community league can enrich their lifestyle. An increase of inquiries from community residents, longer browsing time on the website, and sharing of digital content would be an effective measurement of increased consideration. Increased browsing time would suggest that people are becoming interested in the content and find the information useful, while sharing of various Facebook and Twitter updates would work as advertising outside of the work of community league volunteers, and would benefit Strathkonia Community League greatly. INCREASING CONVERSION Conversion would be the end point of the digital tactics used in this plan, which would show the ultimate effectiveness of the content being used. While consideration is a good sign that people are becoming engaged, conversion would mean that people are finding the content interesting enough to take that extra step and become involved with the Strathkonia Community League. For businesses, 39% of customers come from that initial search27 . In terms of the Strathkonia Community League,increasing participation in league operations, event turn-out, and business connections by even 39% would be a huge success. Conversion would be best evaluated through a number of measurements, mostly evaluating increased membership purchases, larger event turn-out, and rises in business participation. Linking membership increases to weekly events to evaluate the effectiveness of such events would help Strathkonia Community League to analyze whether or not the events they have chosen are appealing to their target audiences. An increase of board members, measured by recording residential addresses and occupations, would be useful in evaluating whom among the target audiences is becoming more involved in community league decisions. It is very important to Strathkonia Community League to gain a more wide- spread representation among its board members, and so documenting various traits of new board members will help to analyze how effective this campaign is in achieving such objectives. Lastly, a greater turn-out to community events,as well as business donations towards door prizes, will be indicative of greater involvement in what Strathkonia Community League has to offer to both the rental neighbourhoods and local businesses. 26 How to measure your content marketing plan,Piombino, 2013 27 How to measure your content marketing plan,Piombino, 2013
  18. 18. P a g e | 17 INSPIRING LOYALTY Loyal community league members would be a sign that Strathkonia Community League is continuing to produce effective digital content even after the initial conversion of community residents and local businesses. This will be evaluated by tracking membership renewals and repeat board member executive sign-up at the terms end. Surveys can also be used at events when guests enter for door prizes, which would be used to evaluate how many people are being brought to events by a friend, essentially stating that previous attendees have found the community leagues operations to be worthy of promoting and taking pride in.
  19. 19. P a g e | 18 BIBLIOGRAPHY Alberta Government. (2013). 2013 Small Business, Big Impact Alberta Small Business Profile. Alberta Government. CBC News. (2011, October 17). 10 surprising statsabout small businessin Canada.Retrieved November 4, 2014, from CBC News Business: http://www.cbc.ca/news/business/10-surprising-stats-about- small-business-in-canada-1.1083238 Docstoc Articles. (2014, September 23). INFOGRAPHIC: Survey Reveals Which DemographicsUse What Social Media. Retrieved November 4, 2014, from Docstoc: http://www.docstoc.com/article/151946864/INFOGRAPHIC-Survey-Reveals-Which- Demographics-Use-What-Social-Media Eventbrite. (2014, January 14). Eventbrites 2013 Yearin Review. Retrieved November 15, 2014, from Brite Blog Eventbrite: http://blog.eventbrite.com/eventbrite-2013-year-in-review/ Glastonbury Community League. (2014). Home. Retrieved November 6, 2014, from Glastonbury Community League: http://www.glastonbury-cl.org/ Guimaraes, T. (2014, November 4). REVEALED: The Demographic Trends For Every Social Network. Retrieved November 15, 2014, from Business Insider: http://www.businessinsider.com/2014- social-media-demographics-update-2014-9 Holloway, D. (2012, April 6). Survey: 85% of Consumers Use the Internet to Find Local Businesses. Retrieved November 15, 2014, from yelp for Businees Owners:https://biz.yelp.ca/blog/survey- 85-of-consumers-use-the-internet-to-find-local-businesses Kostash, M. (2012, September 18). Edmontons community leaguesblend community and creativity and theyve done it for almost 100 years. Retrieved November 6,2014, from Alberta Venture: http://albertaventure.com/2012/09/edmontons-community-leagues-blend-community-and- creativity-and-theyve-done-it-for-almost-100-years/ Lee,J. (2014, May 7). Google: Local Searches Lead 50% of Mobile Users to Visit Stores [Study]. Retrieved November 15, 2014, from Search Engine Watch: http://searchenginewatch.com/article/2343577/Google-Local-Searches-Lead-50-of-Mobile-Users- to-Visit-Stores-Study Meetup. (2014). About Meetup. Retrieved November 15, 2014, from Meetup: http://www.meetup.com/about/ Pew Research Center. (2014). Social Networking Fact Sheet. Retrieved November 3,2014, from Pew Research Internet Project:http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ Piombino, K. (2013, August 28). How to measure your content marketing campaign . Retrieved November 13, 2014, from Ragan's PR Daily: http://www.prdaily.com/Main/Articles/How_to_measure_your_content_marketing_campaign__1 5115.aspx Rosenstiel, T. (2011, September 26). How People Learn About Their Local Community. Retrieved November 15, 2014, from Pew Research Journalism Project: http://www.journalism.org/2011/09/26/local-news/ Seddon, C. (2011). Lifestyles and Social Participation. Office for National Statistics. London: Crown. Statistics Canada. (2014). A Community Profile Strathcona. Edmonton: City of Edmonton.
  20. 20. P a g e | 19 Statistics Canada. (2014, April 23). Who participates in active leisuure? Retrieved November 4,2014, from Statistics Canada: http://www.statcan.gc.ca/pub/11-008-x/2009001/article/10690- eng.htm#a10 Wagner, K. (2014, February 13). LinkedIn: 81% of Small and Medium-Sized Businesses Use Social Media. Retrieved November 4, 2014, from Mashable: http://mashable.com/2014/02/13/linkedin- social-media-study/ Williamson, S. (2012, April 5). Edmonton community leagues hope to woo under-40 crowd. Metro Edmonton.
  21. 21. P a g e | 20 APPENDIX: THE CONTENT 1) E-NEWSLETTER See attached document to view the upcoming e-newsletter 2) INFOGRAPHIC: VOLUNTEER STATISTICS Enlarge this image
  22. 22. P a g e | 21 3) BLOG#1: VOLUNTEER INITIATIVE TO INCLUDE INFORGRAPHIC Call for Volunteers for Strathkonia Community League Posted on November 3, 2014 by Strathkonia Board Member Tina Between school, work, paying bills, and seeing friends, life can be incredibly busy. But volunteering, especially within your local community, can be one of the most rewarding ways to spend your time. Reasons to Volunteer A recent Canadian study showed that 93% of people who volunteered said they did so because they wanted to give back to their community. And not only did they feel good about volunteering, but they gained skills along the way, too! The same study reported that nearly 2/3 of volunteers developed interpersonal skills, and nearly half developed communication skills. You may be surprised to know that the Strathkonia Community League only has one paid staff member we are almost entirely volunteer-run! Volunteering for the SCL As a mostly volunteer organization, we work hard to cultivate a fun, rewarding, and community-focused environment for everyone involved. And as the Community League continues to grow, we are always looking for enthusiastic volunteers to join us. We are currently looking for volunteers to fill the following roles: Event planning Communications Youth hockey league coordinator Youth hockey game refs Special events (wine nights, BBQs, etc.) If you would like to volunteer with the Strathkonia Community League but dont see a role above that interests you, contact our Volunteer Coordinator, Tina Smith,so that we can create an opportunity thats right for you. She can be reached at 780-460-0000 or [email protected]. Consider joining the 47% of Canadians who volunteer, and feel good about giving back to your community!
  23. 23. P a g e | 22
  24. 24. P a g e | 23 4) BLOG #2: ENGAGEMENT IN THE COMMUNITY We Asked You What Strathkonia Community League Hopes to Offer Posted on November 18, 2014 by Strathkonia Board Member Jennifer What is It You Like To Do? Weve been surveying those who live in Strathkonia Community,and 57% of people are aware that their community exists, but lack resources in how to get involved with Strathkonia Community League28. Weve determined you are interested in seeing what Strathkonia Community League has to offer in the following areas: Community Services2 Online interactions, including surveys and e-newsletters2 Public forums2 Opportunities to learn new skills, experiences, and to improve ones resume2 Networking opportunities, and ways to meet new friends2 What does Strathkonia Community League Have to Offer? Memberships By getting a Strathkonia Community League membership, you gain access to various community services and amenities, such as free ice skating, swimming pools, and a 25% discount off the applicable day rate on community hall rentals. Monthly E-Newsletter Subscribe to our monthly e-newsletter to keep up to date with what Strathkonia Community League has to offer! Strathkonia Community League Meetings Our next Strathkonia Community League Meeting is on Wednesday, December 3 2014 at 7pm located at Strathkonia Community Hall. This is your chance to learn about what Strathkonia Community League has to offer in the upcoming month, and to give us feedback to what youd like to see more of. Check our monthly calendar to keep up with future meeting dates. Volunteer Opportunities Volunteering is a great way to build up skills and revamp your resume! We are always happy to accept volunteers for various positions at Strathkonia Community League. Social Mixer Membership Drive On Saturday, December 5 2014, Strathkonia Community League will be serving hot dogs for FREE from Fat Franks, and wine donated by Strath Liquor Storen from 12-4pm at Strathkonia 28 activateGP. (2013). Report to the Community: Citizen Engagement in Grande Prarie. Grande Prairie: City of Grande Prairie.
  25. 25. P a g e | 24 Community Hall! This is a great way to meet new people and see what Strathkonia Community League has to offer. RSVP now! 5) FACEBOOK: EVENT
  26. 26. P a g e | 25 6) WEBSITE: JOB BOARD PAGE LOOK WHOSE HIRIN G IN ST RA T HKON IA ! The Keg Steakhouse and Bar is hiring kitchen staff in Strathkonia area! Old Strathcona Cleanup is hiring Program Managers for the Edmonton Do Likewise Society The Strathcona Tender Loving Daycare is hiring in Strathkonia for fulltime daycare staff Klondike Insurance Agencies Ltd. is looking for an insurance broker with one year of previous experience through Strathkonia job board A part-time receptionist position, perfect for students, has opened at Fuss Art of Hair Weatherford is searching for a journeyman welder with 2-5 years of repair welding experience, using the services on Strathkonia Community Leagues job board. Old Strathcona Business Association is hiring in Strathkonia, searching for a part-time parking lot attendant on behalf of Old Scona Parking Lot
  27. 27. P a g e | 26 7) WEBSITE: BUSINESS FEATURE PAGE Ho, Ho, Ho Its Aboutto Snow! Visit These Local Businesses in Strathkonia in the Busy Month of December to Get Ahead of the Christmas Rush, Relax after a Long Day of Shovelling Snow, or Just to Catch up with Friends in a Warm Place! Who Has The Best To Offer for Businesses in Strathkonia this Month? The Junque Cellar Local business in Strathkonia, The Junque Cellar wants to remind everyone this year how much vintage is in! Shopping for Christmas already? Sometimes a unique knickknack is the perfect gift for a coworker, friend, or even your Secret Santa! A little known fact: The Junque Cellar offers a 10% discount to students. Located at 10442 Whyte Avenue. Noorish Noorish offers yoga, meditation, and has a great caf with a raw vegan menu that kickstarts your tastebuds! December 7th, Noorish is offering a Breathwork and Shamanic Sound Healing Journey workshop. This workshop is intended to [set] the tempo for a personal journey of expanded awareness, expression, and transformation on many levels. Visit this unique local business in Strathkonia, Noorish, in person to sign up for the workshop they are offering anyone with a community membership the rateof $15 per person! Located at 8440 109th Street. If the workshop isnt enough, check out their delicious menu, and you and your friends can plan an entire day together! The Avenue ClothingCompany Established since 1988, The Avenue Clothing Company is a business in Strathkonia that is always welcoming new customers to join its family of customers for the last 25 years. This is the perfect opportunity for a girls day out shopping! From December 1- 15, The Avenue Clothing Company is offering anyone with a Strathkonia community membership a 20% discount on any Hugo Chavez evening dress of your selection. Perfect for your upcoming Christmas parties! Located at 10344 Whyte Avenue
  28. 28. P a g e | 27 8) WEBSITE: MEMBERSHIP SIGN-UP PAGE Strathkonia Community League Memberships A Strathkonia Community League membership costs only $20 per year and provides you with a ton of benefits! Strathkonia Membership Discounts: Free skating at neighbourhood rinks throughout winter Free swimming at Scona Pool 10% discount at all city-run recreational facilities 25% discount on community hall rentals Discounts at various local businesses just show your Strathkonia Community League membership card! Strathkonia Membership Benefits: Access to voting on Strathkonia Community League decisions Opportunity to suggest community ideas Invitations to exclusive community events Volunteer opportunities with a given preference to Strathkonia membership card holders How to Get a Strathkonia Membership: In-person at the Community Hall (cash, cheque, credit card) Over the phone (credit card only) Fill out and email this form to [email protected] with e-transfer Fill out and mail this form to 10139 87 Ave NW, Edmonton, AB T6E 2P3 with cash or cheque Sign up for your Strathkonia Community League membership today! Questions? Contact [email protected] or call 780-460-0000.
  29. 29. P a g e | 28 9) TWITTER: TWEET TO PROMOTE LOCAL BUSINESS StrathkoniaCL StrathkoniaCommunity
  30. 30. P a g e | 29 10) OTHER: EVENTBRITE POSTING

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