Project Objective:

The goal of this project is to develop and execute a social media advertising strategy that increases awareness, engagement, and membership for Edmonton Whitewater Paddlers (EWP). By the end of the project, students will have created compelling content, optimized social media campaigns, and analyzed results to enhance EWP’s digital footprint across platforms like Facebook and Instagram.

Project Activities:

Research & Strategy Development:

• Conduct market research on the kayaking and outdoor adventure community in Alberta.
• Analyze EWP’s current social media performance and identify key opportunities for growth.
• Develop a detailed social media strategy targeting different segments, including youth, adults, and families.

Content Creation:

• Design engaging visual and written content (posts, stories, videos) that highlights EWP’s programs (like canoe polo, kayaking lessons, and river trips).
• Create a social media calendar for consistent posting and event promotion.

Advertising Campaign Management:

• Set up and manage paid advertising campaigns on Facebook and Instagram (or other relevant platforms).
• Focus on promoting specific programs (e.g., adult kayak courses, youth programs) and events (e.g., river trips, canoe polo tournaments).

Engagement & Community Building:

• Develop strategies for increasing engagement (likes, shares, comments) on posts.
• Explore ways to engage with local outdoor enthusiasts and partner organizations.

Performance Tracking & Reporting:

• Use analytics tools to measure the success of social media efforts (e.g., engagement rates, click-through rates).
• Provide recommendations for future improvements based on performance data.