Presentation to the BOD on the importance of developing a strong social media marketing strategy.

1. KII GA DO WAAK NOOKIMISUK
VIRTUAL PROGRAM DELIVERY & BRAND COMMUNICATION

2. LEVERAGING DIGITAL
& SOCIAL MEDIA TO
AMPLIFY THE
GRANDMOTHERS
VOICES

3. THE AGENDA OF THIS PRESENTATION
The Covid-19 pandemic has seriously impacted the ability of the KII GA DO WAAK NOOKIMISUK, to provide teachings and support to their
communities during this time of elevated addictions, mental health stressors, domestic violence and isolation of members of the Indigenous
community, all of which are contributing factors to the crimes of human trafficking and sexual exploitation.
During the pandemic, mental health stressors have sky rocketed, while the ability of the Grandmothers to connect in person with their
targeted demographic has been impacted by the cancellation of in-person activity. As we move closer to a post-pandemic world, we can’t
help but accept that the way people communicate has changed and that the use of social media and digital platforms has accelerated.
More and more organizations, and individuals have been using social media and virtual spaces (such as Zoom, FB live etc.) to connect and
to educate a broader audience. While the lifting of restrictions may be forthcoming, the ways in which people communicate may be altered
for the foreseeable future. The following presentation is a proposed method of building a platform for Elder Knowledge to be accessible to
anyone with an internet connection
The Grandmothers have expressed their desire to launch a campaign of educational components to serve their community. We are looking to
secure funds for honoraria for the Grandmothers involved in being interviewed, to pay the social media producer to create the original and
organic content, and to promote said campaign using marketing strategy
.
Additionally, the KII GA DO WAAK NOOKIMISUK’s strategic plan includes building relationships with potential business and corporate
funders, as well as partnering with other community agencies to offer training in working with Indigenous survivors of human trafficking
.
All of these goals require a strong communications platform and brand management strategy.

4. SOCIAL MEDIA STRATEGY
➤ RESEARCH: dates of note such as Indigenous days of
commemoration, Indigenous accomplishments, ceremonial
observance times etc. to build a timeline to release relevant
posts, educational components, live videos, conferences etc.
➤ PLANNING & SCHEDULE: Create a visual timeline, plan
interviews and shooting times and record mini interviews,
determine when conferences and gatherings are to be held,
and plan campaigns around each event to maximize reach.
➤ REFINE MESSAGING: What are 10 major areas of
conversation the Grandmothers want to bring to the
forefront, what are 10 “buckets” that the creative team can
fill through research to create consistent social media posts
to drive interest and traffic to the Grandmothers platform.
➤ DEVELOP BUDGET FOR CAMPAIGN: Strategic planning
to develop budget, secure funds, and address staffing issues
as the platform expands.

6. BEHIND EVERY WILDLY SUCCESSFUL
EVENT, SPONSORSHIP OR LARGE SCOPE
AUDIENCE IS A SUCCESSFUL CAMPAIGN.

7. IMAGE OF THE BRAND.
Building the audience comes with living the brand. Doing this comes with building the BRAND PILLARS.

8. CORE ETHICS, HISTORY AND JOY DEFINE
THE BRAND PILLARS
Brand pillars are the touchpoint of an organization. It is a combination of your personality and values that make your brand
the way it is. Brand pillars are what you communicate to your audience but it’s also how your audience and the public perceive
you.

9. Research is your most valuable companion.
AN IMAGE IS SO MUCH MORE
Even the simplest campaigns come
With a tremendous amount of thought.

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According to US Marketing
Executives, October 2008 (1% of
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11. “The Internet is playing an ever more important role in our lives with
the worlds internet users spending an average of 6 hours and 43
minutes per day online, the typical user now spends more than 40%
of their waking life using the internet, humanity collectively spent
1.25 Billion years using the internet in 2020.
--Simon Kent, CEO Kepios Report Author.

12. “If you can convince people of your genuine knowledge and expertise in a specific area by providing valuable and accurate information on an ongoing
basis, the recipient of that information - and that message - will develop a sense of trust with your organization or company.”
Spreading the right message, to the target audience has never been easier.

13. ADVANTAGES OF SOCIAL & DIGITAL MEDIA MARKETING STRATEGY
➤ Brand Recognition: Social media is used as a brand-building tool to position your
organization. With consistent effort and great content, reputation for the brand can
be built around the agency’s values, benefits, advantages or in our case, messaging.
➤ Community Building: Cultivating online community, creates an immediate two way
communication between the organization and the target audience, and has taken the
place of traditional market research and print advertising.
➤ Influence: As social media following grows, so does influence, and trust. This helps
in generating media interviews, joint venture partnerships, speaking engagements
and so much more.

14. SNAP POLL
➤ A. The process is fine as it is. We are effectively
reaching the community, potential funding
opportunities, volunteers and staff. The speed of
planning and accomplishing projects is swift and
nimble.
➤ B. Public participation is overrated. We don’t need the
communities input and should be able to do this on our
own.
➤ C. We need to rethink public participation to make it
more inclusive and effective.

15. “
THERE IS A STRONG RELATIONSHIP BETWEEN THE PERCEPTIONS
OF AN AGENCY BY THE COMMUNITY, AND THE ABILITY TO BUILD
CAPACITY. IN REALITY, THE AGENCY’S EXTERNAL PERCEPTION
SHOULD GROW ALONGSIDE THE AGENCY’S INTERNAL CAPACITY.

16. HOW SOCIAL MEDIA SUPPORTS CAPACITY BUILDING
➤ Measures internal effectiveness against external impact.
➤ Helps in planning and cultivating strategic relationships.
➤ Elevates perception of the agency and the effort of
community capacity building.
➤ Strategizing a marketing plan can also mean cutting
channels and projects that don’t move the mission
forward or that are unsuccessful with our target
audience.
➤ Helps to promote and organize volunteer opportunities.
➤ Mobilizes social media supporters to become Social
Media Ambassadors for peer-to-peer fundraising and
event promotion.