Lower Lonsdale: Strategic Communications Plan
Project at a Glance:
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Our website strategy was to create recurring visitors by building a site that provides value to our audience.
Our website was beautiful, easy to navigate, and featured a Local’s Guide to local businesses, a blog for community news & events, and a place to vote in our monthly photo contest.
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Our social media strategy aims to build a community and a pride for the neighbourhood by promoting local businesses, featuring photographers, and engaging with our audience.
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We’ve implemented a few content marketing strategies throughout the Lower Lonsdale campaign, including our monthly blog, our monthly photo contest, and our partner give-aways, which helps increase our following and expose local businesses to our audience of over 16000 people.
Campaign Summary
Lower Lonsdale is a community organization for the Lower Lonsdale neighbourhood in North Vancouver. It is owned by the Botto Real Estate Team, who uses it as a content marketing strategy that highlights what makes the neighbourhood great. The goal is to increase their following, convince people to move there, and generate leads for when they do choose to move.
The Lower Lonsdale suite consists of a website and blog, an Instagram, and a Facebook page. we aim to be a community hub, featuring beautiful photos of the neighbourhood, hosting contests and games, and featuring local businesses.
Ridgeway Communications provided a communications strategy that utilizes the entire Lower Lonsdale suite. Our campaign promotes cross-platform traffic, engages with its audience, showcases the wonderful neighbourhood, and more.
Website Design
The campaign started with a new website. Our strategy was to build something that provides value to our audience to create repeat visitors. The site featured three primary components:
The Local’s Guide, which provided a select list of businesses in the area
News & Events, which featured a monthly blog for news and events in the neighbourhood, as well as business spotlights
Monthly Photo Contest, which displays each month’s Photo Content Submissions and provides a place for people to vote.
Social Media
Our social media strategy aims to build a community and a pride for the neighbourhood. We promote local businesses, feature photographers, engage with our audience through our stories, and showcase all of the wonderful things that the neighbourhood has to offer. We also aim to cross-promote with our other platforms and to funnel traffic to our website, blog, and other assets.
Content Marketing
We’ve implemented a few content marketing strategies throughout the Lower Lonsdale campaign.
We created a monthly blog to showcase everything that there is to love about the Neighbourhood and to keep our audience in the loop with what’s going on in the community. It’s driven fairly consistent traffic and receives good feedback.
We hosted a Monthly Photo Contest for a chance for one of our followers to win $100 from the Botto Team. It helped engage with local amateur photographers, spread the love for the community, and generate high-quality content that we could use in later posts.
Finally, we’ve also partnered with several small businesses to host giveaways for gift cards, merchandise, and other prizes, courtesy of that partner. This strategy does a great job of promoting local businesses by introducing them to over 16,000 people, engaging with the community, and growing our own following as well.
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