Key message
As an organization focused on environmental initiatives and enhancing community equality, Vancity has two projects called the Share Success Program and the Vancity Grant Programs working on climate change, reconciliation, financial inclusion, affordable housing, and equity and anti-racism projects. In the Share Success Program, Vancity decided to share 30% of the net profits of each year, over 440,000,000 CAD, with its members and community initiative projects since 1994. When it comes to the Vancity Grant Programs, there are numerous grant programs for non-profit organizations, businesses, or even Indigenous organizations and First Nations government. For example, Community Branch Partnerships works on climate action, reconciliation, social and financial inclusion, and anti-racism, and the Non-profit Housing Retrofit Program focuses on climate-friendly renovations and net-zero and climate-resilience building.
Target audience
We focus on businesses, investors and individual customers aged from 25 to 45 years old in Vancouver, British Columbia, Canada. They need to care about bank services, financial support and environmental & community support. Also, they need to have demand for borrowing money, investing, banking services and foreign exchange.
Channels and tactics to promote the initiative
We will produce a press release and send it to local media outlets, such as CBC Business News, BC Business, and BNN Bloomberg. These are news company that focuses on finance and economy, which is suitable for our financial organization. When it comes to social media, we can promote our programs or other initiatives by producing short videos, uploading stories or posting images. On Instagram and TikTok, the content should promote the organization’s initiatives in interesting and simple ways to encourage people to choose Vancity because most of the young-aged audience use these platforms. We can upload stories daily or three to four times a week, creating polls or live Q&A sessions for better audience engagement. On Facebook and LinkedIn, we focus on posting formal information, such as initiatives information or success highlighting of the projects because these platforms are used most by middle-aged group audience. We can also cooperate with influencers or any famous person in the financial field and environmental protection to promote our initiatives, activities, and projects.
Not only promote the initiative in Vancouver, but we will also promote it around British Columbia and Canada on local media outlets to reach the wider community and target audiences. Because it will help to raise brand awareness and also enhance positive brand image. CBC Business News is one of the largest media companies in Canada. If we can promote the initiatives on CBC, we’ll reach the wider community, not only in Vancouver, BC, but also around Canada. BC Business covers business and finance topics, so we can reach the wider community who are also interested in these fields. Not only posting our press release on its website, we can also ask them for content creation on their social media platforms to reach the young-aged group audience. Another media outlet that focuses on finance news is BNN Bloomberg. It’s an effective way to promote the company and its initiatives to the community through the BNN Bloomberg website.
We can build a positive image if we promote the initiatives on these organizations’ websites and social media platforms. People could acknowledge that we are not only focused on economic development but also on both environment and community support. David Suzuki Foundation is a national, bilingual, non-profit organization established in 1990. With its headquarter in Vancouver and offices in Toronto and Montreal. Additionally, Family Services of Greater Vancouver is also a non-profit organizations which assist in creating a better community. They also support anti-racism, justice and equity, and reconciliation.
Proposed evaluation methods to measure campaign success.
To evaluate the success of the campaign, we need to set the KPIs for it and follow the progress. We need to check the engagements of people to our posts on both social media to know whether our content could interest them, such as positive comments, likes and shares on the post. In addition, ensure to follow-up with the customers for post-services for further information and improvements. We can also analyze the website visits and clicks or new followers on social media for the campaign success evaluation. The most important element is that the number of new customers increases in our programs compared to the previous times. If we reach out to our target audience with the right message and content, we will have more chances to gain more customers.