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BC's Winter GoByBike Week Social Media & Digital Marketing Campaign

Open
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
Advertising Community engagement Environmental sustainability Copy writing Social media marketing
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 2023 Winter GBBW campaign starts in January 2023. The goals of the campaign are to:

  • encourage people to register/attend a free Winter Cycling Webinar during the week of Jan 30 - Feb 5 to learn about safe cycling in the winter;
  • encourage people to register (free) and try going for a bike ride during WinterGBBW which runs Feb 6-12;
  • encourage people to log their bike rides online in our LogMyRide Web App.

The LogMyRide Web App converts kilometers 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

  • 3,010 registered participants,
  • 7,500 bike rides logged,
  • 110,000 km's logged,
  • 25,000 kg's of greenhouse gases saved.

Graphic templates will be provided. Content creation is required.

What tasks will learners need to complete to achieve the project goal?
  • Develop social media Calendar;
  • Write copy for social media posts, blog posts, and eNewsletters;
  • Interact with users and responds 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 (e.g. GBBBC currently isn't on TikTok, assess this channel and resources required to maintain the channel during campaigns);
  • 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.
How will you support learners in completing the project?

Support during 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 Social Media Manager has developed a general Work Plan to guide the student(s);
  • The GBBBC Social Media Manager will review all content before it's posted live and provide feedback/guidance;
  • Student(s) will attend weekly Team Meetings (to meet with Program Director, Safety Education Coordinator, 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 Social Media Manager at any time.

Upon project completion:

  • Student(s) will be considered for an ongoing contract with GBBBC;
  • Based on performance, student(s) will be eligible to receive a Resume Reference, LinkedIn Recommendation, and/or Letter of Reference from the Program Director upon request.
What skills or technologies will help learners to complete the project?

This project is for social content creation, calendar management, and community engagement across all main social media platforms (Facebook, Instagram, LinkedIn, and Twitter). GBBBC is not currently on TikTok and would like to explore this channel as an option. Skills include:

  • Design, develop and curate engaging content for social media platforms;
  • Develop detailed monthly social media content calendars;
  • Interact with users and responds to social media messages, inquiries, and comments;
  • Research and advise on social media best practices;
  • Maintain a unified brand image and voice across all social media platforms;
  • Proficient knowledge of Instagram (required) and TikTok (preferred) trends;
  • Experience in using scheduling platforms (e.g. Hootsuite, Later, etc.);
  • Experience in paid social media advertising (preferred);
  • Excellent multi-tasking skills with great time management;
  • Team player;
  • Impeccable verbal and written communication skills;
  • Thrives in a fast-paced, dynamic, flexible environment.
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!