The project’s success relied on distributing the report beyond print and a website. I worked with the VP of Marketing to get buy-in from SMT and board members. While key stakeholders preferred traditional distribution methods (print and web) they eventually gave approval on releasing the report through a social media campaign.
For the digital campaign, the team selected CED’s Instagram account, @LifeinCalgary, as the primary social account for the report’s release. With Instagram’s built-in interactive features such as stories, polls, and its 33.6K followers, the team anticipated that users were more likely to engage with the content.
All copy and graphics had to be customized to suit each channel (print, web, and social). Working as the project and brand manager, I ensured that all content produced by an external agency complimented CED’s brand and aligned with our messaging. Further, it was important to consider Calgary’s economic climate. Messaging needed to celebrate the city’s success without appearing disingenuous.