[EDUCATION/ENGAGEMENT CAMPAIGN

COLLABORATION WITH APOSTROPHE PR

The Salvation Army BC: HERstory of HOPE

*To comply with my confidentiality agreement, I have omitted confidential information.

Apostrophe PR approached me to help create a compelling social media strategy and copy, and several elements of web copy for their client, The Salvation Army.

The client ask: Create a social media strategy for an education-based campaign to precede a more direct fundraising push in support of a new women’s treatment facility in Vancouver.

The Challenge

Using insights gleaned from interviews with stakeholder and community members impacted by violence against women and addiction, social listening, and academic research into women and addiction in Canada, we created a local education and engagement-focused social media strategy.

I composed a strategy presentation document for Apostrophe to take to their client. Then, I created brand-aligned social media content and a 3-step landing page sequence in collaboration with the design team at The Salvation Army.

Finally, I created wireframes for the social media image text and web pages.

  • Stakeholder interviews

  • Subdomain sitemapping

  • Social media strategy

  • Social media content

  • Landing page copy

  • Landing page wireframe

  • Thank you page copy

  • Thank you page wireframe

  • Campaign CTA development

My role

The process

This project was a strong collaboration with the communications team at Apostrophe PR and the internal marketing team at The Salvation Army. After undergoing stakeholder interviews, we determined several key pain points that would inform both the strategy and copy on this project:

Pain points

Optimism: How do we tackle such a heavy topic without losing a sense of optimism and hope?

Connection: How does this campaign tie into the larger fundraising picture?

Meaningful engagement: How do we ensure it’s easy for public engagement with the campaign’s CTA?

Respectful: What kind of language do we need be respectful of when we talk about women and addiction?

Social media strategy

We analyzed previous campaigns both internally by the Salvation Army and in the larger non-profit sector to determine our CTA for this educational and engagement-based campaign. We used the colour yellow to support the theme of lighting up dark spaces and impactful statistics to connect the greater public to the issue and to our specific CTA. I then conducted hashtag research for greater visibility.

Landing page sequence & sitemapping

Based on the identified pain points and CTA goal, I composed a cohesive 8-week social media strategy, presented by the Apostrophe PR team. I composed the social media content and provided image text with image recommendations that would ensure the campaign stood out in their social media feeds, with the IG grid top of mind.

Copy composition & implementation

I composed the social media content and provided image text with image recommendations that would ensure the campaign stood out in their social media feeds, with the IG grid top of mind.

 This copy did not require revisions.

“It is pure joy working with Robyn Stubbs. She is a smart and strategic copywriter who produces pristine, audience-centric prose that consistently exceeds expectations. She’s also a wonderful addition to our client teams. She asks insightful questions, listens with compassion, and treats every team member with kindness and respect.”

Founder & Principal, Apostrophe PR

MARSHA D’ANGELO

Getting stand-out copywriting should never be a grind.

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