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Social Media Marketing Campaign for Non-Profit Environmental Initiative: 2024 Winter GoByBike Week

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GoByBikeBC Society
GoByBikeBC Society
Abbotsford, British Columbia, Canada
TG
Terri-Lynn Gifford
Provincial Program Director
(11)
3
Preferred learners
  • Canada
  • Academic experience or paid work
Categories
Marketing Digital marketing Community engagement Environmental sustainability Marketing strategy Social media marketing
Skills
canva (software) digital advertising blog posts google ads social media campaigns content creation greenhouse gas social media marketing online advertising social media
Project scope
What is the main goal for this project?

GoByBike BC Society (GBBBC) runs the GoByBike Week (GBBW) campaigns in British Columbia, Canada. The 2024 Winter GBBW campaign starts in December 2023. The goals of the campaign are to:

  • encourage people to register/attend a free Winter Cycling Webinar to learn about safe cycling in the winter;
  • encourage people to register (free) and try going for a bike ride during Winter GBBW, which runs Feb 5-11, 2024;
  • encourage people to log their bike rides online in our LogMyRide Web App.


The LogMyRide Web App converts kilometres biked to kilograms of greenhouse gases saved to show people how riding a bike instead of driving a motor vehicle can help the environment.

The main goals for this project are to use GBBBC's social media channels and online advertising to help us achieve our goal of

  • 3,457 registered participants,
  • 8,624 bike rides logged,
  • 124,794 km's logged,
  • 27,056 kg's of greenhouse gases saved.


Graphic templates will be provided. Content creation is required. Basic Canva skills to edit graphic templates are required.

What tasks will learners need to complete to achieve the project goal?

·       Develop a social media Calendar;

·       Write copy for social media posts, blog posts, and eNewsletters;

·       Interact with users and respond to social media messages, inquiries, and comments;

·       Run/assist with the Google Ad and social media paid ad campaign;

·       Research and advise on social media best practices;

·       Research new digital advertising options and develop recommendations for new channels;

·       Develop a template social media Calendar for Community Coordinators (participating BC Communities have Community Coordinators that run their local social media campaigns, e.g. "GoByBike Week Nanaimo" and "GoByBike Week Penticton" a template calendar will help them promote their local campaigns);

·       Develop a social media Calendar for "off-season" (in between GBBW campaigns);

  • ·       Assist with the development of campaign reports for funders.


Project deliverables include:

  • Final Report that summarizes social media campaign and analytics
  • Social Media Calendar Template for Community Coordinators
  • 2024 Winter Testimonials Summary

These deliverables will be uploaded in the format of PDF.

How will you support learners in completing the project?
  • A graphic designer has prepared all graphic templates;
  • Student(s) will have access to past campaign content that can be used/updated;
  • The GBBBC Program Coordinator has developed a general Work Plan to guide the student(s);
  • The GBBBC Program Coordinator will review content before it's posted live and provide feedback/guidance;
  • Student(s) will attend weekly Team Meetings (to meet with Program Director and Program Coordinator, and Social Media Manager) to contribute to the weekly planning process, and review work completed and outstanding tasks;
  • Student(s) can contact the Program Director or Program Coordinator at any time.
Supported causes
Climate action
About the company

GoByBike BC is a provincial non-profit society that promotes active transportation through bicycle use for everyday transportation across the province of British Columbia. We believe that regular bicycling can improve both physical and mental health and help to reduce our environmental impact on the planet.

Formerly Bike to Work BC, GoByBike BC is best known for its popular Bike to Work Week events. Since 2011, GoByBike BC has engaged, organized, implemented, and coordinated annual cycling events for communities across the province. Our annual biking events have grown tremendously since our inception. To date, we have encouraged more than 500,000 riders to participate in GoByBike Weeks and engaged more than 78,500 organizations in British Columbia.

Today, GoByBike BC continues to motivate individuals, community groups, and businesses alike to choose the bicycle as the preferred method of transportation—GoByBike, you’ll love it!