GOAL
A campaign to inspire and empower residents to take an active role in enhancing their neighbourhoods through activities and projects that improve livability, foster pride, and encourage community connections. The focus was on promoting the City’s neighbourhood enhancement tools/resources including grant programs, workshops, and clean up kits. We wanted to encourage the sharing of ideas and projects to celebrate the community and inspire others.
CHALLENGES
In a market saturated with content, we needed this campaign to stand out and be noticed, so that the community could then follow the call to action. It also needed to appeal to varying demographics, and build trust and connection with residents, neighborhoods groups and community leaders.
SOLUTION
Lisa researched the primary residents of Surrey including newcomers, long term, youth, families, and seniors. The campaign was targeted accordingly, using specific colour choices that would appeal to the majority demographic, photography and simplicity of messaging. A wordmark was developed that spoke to the project at hand: caring for one's community. In collaboration with the marketing team, we identified and targeted specific neighbours, and tailored the messaging on each touchpoint to the unique needs and interests of each community.
RESULTS
After the campaign we saw an increase of visits to the webpage by 162%, which then translated to an increase in volunteers and grant applications. The campaign also received positive feedback from residents, staff and Mayor and Council.
