To obtain a commitment from the Government of Canada to a long-term space strategy that requires funding to maintain and enhance existing capabilities in space science, space robotics, satellite communications, Earth observation, optics and sensors, and cultivate new areas of leadership.
A national advocacy campaign to secure federal government funding for the Canadian space industry.
Objective
Challenges
One of the main challenges for this campaign was to cut through the noise and reach the target audience in a crowded media landscape. Additionally, creating compelling messages and tactics that resonated with the various targeted audiences and generating a critical mass of e-petition signatures to help persuade government decision makers.
Tactics
Develop a comprehensive marketing plan including KPIs and tactics such as advertising, SEO, social media, email, events, partnerships, and contests.
Create a stand-alone campaign website.
Use nationally targeted advertising campaigns across social media and online platforms, search engines, print, and out-of-home to broadly reach target audiences through multiple touch points.
Create engaging content to capture the attention of target audiences and drive engagement.
Use data analytics to track performance and optimize campaign to ensure maximum impact.
Create online petitions to gather signatures and demonstrate mass public support for the cause.
Use online advocacy to mobilize supporters and drive engagement with policymakers and other key stakeholders.
Advertising budget: $93,000 for social media, $420,000 for out-of-home, and print and digital news media.
Results
1,200+ email subscribers
3,000+ emails submitted to Members of Parliament
13,000+ signatures on e-petitions
20,000+ followers on social media
200,000+ website visits
150+ million advertising impressions
10+ million social media impressions
800,000+ social media engagements
In March 2019, the Government of Canada announced a $2.05 billion investment over 24 years for Canada’s space program.
*Disclaimer: I collaborated on this campaign as a full-time consultant with Prospectus Associates. My roles and responsibilities included campaign management, marketing strategy and implementation, social media channel setup, content writing and advertising management, media ad planning and buying, creative strategy, copywriting, event planning and management, website content management, website SEO, and campaign analytics set up, data tracking and reporting.
Facebook, Twitter and Instagram campaign accounts
Change.org e-petition
Print and digital advertising including local and national newspapers, politics and government news sites, email, and Google network
Street posters with SMS call to action
Out-of-home advertising including public transit, billboards, and airport
