Social media and external communications activation proposal

1. GB Poem
1
Activation and Engagement Proposal

2. (SOMETIMES) we
forget about who
grew what we’re
having for dinner
Friends of the Greenbelt Foundation

3. A GB POEM
W H Y A V I D E O ? !
T h e g o a l o f m a r k e t i n g t h e G B v i a a n e w c o m m u n i c a t i o n
t o o l s i s t o r e a c h o u t t o d i f f e r e n t d e m o g r a p h i c , b e a b l e
t o g i v e p e o p l e t h e o p p o r t u n i t y t o s h a r e , i n t e r a c t a n d
v i s u a l i z e t h e G B i n a d i f f e r e n t p a s s i o n a t e
w a y t h r o u g h a p o e m t h a t s h a r e s o u r v a l u e s a n d g o a l s !
STREETWEAR

4. C A M P A I G N T A R G E T |
OPPORTUNITIES
Creating
a powerful social media
Buzz
Increasing
the # of Greenbelt
Friends
Raising
Awareness within
different circles

5. GOAL ‐ OBJECTIVE!
With this campaign we are adopting a new
vibrant and different approach to
celebrate the Greenbelt and raise
more awareness and word of mouth about
it via new and more artistic
communication channels and social media
platforms!
Our goal is to create a buzz
that would make people
recognize, interact, and share
our values

6. Strategy
ONLINE OFFLINE EVENTS

7. Online
Youtube
Video
Twitter
#
Instagram
video
clips
Facebook
posts
Blog
Email
Campaign

8. Social Media
Facebook
Poster
Sample
Create different FB posters with poem's main quotes and make an immediate link via it to the video once people
click on the post
We think there will always
be spare land to grow
the things we need LIKES
1500

9. DigitalYoutube
/
Vimeo
Video
We can publicize poem videos and GB YouTube channel on
the radio
other websites
forums
newsletters
&
different social networking platforms by linking GB YouTube
channel in as many places: websites, blogs, etc.

10. DigitalOnline
Engagement
We will speak directly to our YouTube community and ask them to subscribe to our
YouTube channel and check our blog and website!
We will use the embed URL that comes with each video to embed video on GB
website and share the links with influencers/activists/bloggers who may want to
display our content and share our video
We will Enable Comments on GB Youtube Page
We will engage audience through shoutouts, comments, subscriptions, and by asking
questions or soliciting ideas

11. DigitalCTA
Ask a question (inviting viewers to engage with GB Video Campaign or
hashtag#)
Enter to win (a contest or giveaway
Vote now (for voting scenarios and creating a sense of ownership amongst
viewers)
Sign up for a webinar or to attend an event that the poem will be recited in for
free
Giving our viewers clear guidance on how
they can further interact with our video is the
best way to promote GB Poem ...

12. DigitalPoem
Video
&
Audio Make a second version of our poem
video and add WHITE NOISE to it then
share it on ...
YouTube
Vimeo
Podcast Soundcloud
iTunes
Blogs

13. OfflineBook
Markers
We
think there will
always be spare
land to grow the
things we need
! ! !
Promotional book markers can be
distributed in Public Library, INDIGO,
and CHAPTERS among book buyers as
a giveaway!

14. OfflineBook
Markers
We
think there will
always be spare
land to grow the
things we need
! ! !
Target:
­ Raise awareness
- Share our values via poem bookmark quotes
- Introduce Greenbelt in a different way and manner
- Video URL/Hashtag is mentioned in the back of the
bookmark
- Gaining bookstores attention and stirring a word of mouth
- Design will promote our photo contest winners photos and
poem quotes
- Every reader likes a bookmark and keep it forever!

15. OfflinePostcards
We think there will always
be spare land to grow the
things we need
Target:
- Raise awareness
- People enjoy giving postcards as a gift
seasonally, when traveling, and during
occasions.
-Postcards will be stamped with GB logo!
- Everybody loves postcards
- No one throws away a postcard!
Promotional
postcards gives
people the chance to
occasionally share
with each other their
favorite picture and
quote about
Greenbelt.

16. Events
Examples of communities and events that we would identify include:
* Drake Hotel spoken word night
* MeetUps (groups often use short videos to begin meetings or as inspirational
entertainment during breaks)
* Canada 150 events (there will be hundreds of events focused on
the environment, water and food)
* Jams / Hacks and Conferences e.g. TEDx, DesignJam
* Outdoor movie nights (as a trailer)
CTA

17. Events
We also recommend making 30 and 60 second edits of the video that
can be played as a PSA, at no cost by broadcasters.
You may want to enlist the services of a distributor such as Canadian
Network Broadcasting (CNBMedia).
CTA

18. Thank You!