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Assignment 4: Communications Plan

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Spokespeople

  1. Dave Pierre (fictional)
    • A spokesperson from the Little Burgundy Citizens Committee. 
  2. Charlotte Boucher (fictional)
    • A young mother with a family of four who has been displaced due to the urban renewal project. Charlotte will share her story and how she has been affected by the project.
  3. Louis Allard (fictional)
    • An elder who has lived in Little Burgundy his entire life and will be able to touch on the history of the town and the changes made by the urban renewal project.
  4. Jolene Martin (fictional)
    • A small business owner who has had to close his business due to displacement from the urban renewal project.

Content Ideas

  1. A blog post highlighting the Little Burgundy Citizens Committee, its mission, efforts-to-date, and its future plans for advocacy. (Include Dave Pierre)
  2. A blog post highlighting residents who have been displaced and their stories. (Include Charlotte Boucher)
  3. A blog post highlighting the history of Little Burgundy and the urban renewal project. (Include Louis Allard)
  4. A blog post highlighting testimonials from small business owners who have been affected by the urban renewal project. (Include Jolene Martin)
  5. A blog post highlighting the upcoming community rally and the importance of citizen participation and attendance at the event. (Include Dave Pierre)

Content Calendar

*Each blog post will be posted weekly up to the date of the rally on June 7th, 1968.

Blog Post 1 – May 9th, 1968 (9:00 am)

  • Focus: Highlight the Little Burgundy Citizens Committee, its mission, efforts-to-date, and its future plans for advocacy.
  • Featuring: Dave Pierre

Blog Post 2 – May 16th, 1968 (9:00 am)

  • Focus: Highlight residents who have been displaced and their stories.
  • Featuring: Charlotte Boucher

Blog Post 3 – May 23rd 1968 (9:00 am)

  • Focus: Highlight the history of Little Burgundy and the urban renewal project.
  • Featuring: Louis Allard

Blog Post 4 – May 30th, 1968 (9:00 am)

  • Focus: Highlight testimonials from small business owners who have been affected by the urban renewal project.
  • Featuring: Jolene Martin

Blog Post 5 – June 6th, 1968 (9:00 am)

  • Focus: Highlight the upcoming community rally and the importance of citizen participation and attendance at the event.
  • Featuring: Dave Pierre

Audience Feedback and Engagement

  1. Comments Section
    • Comments will be enabled under each blog post to allow the audience to share their feedback and stories. 
  2. Tracking Analytics
    • Analytics of page views and demographics of the audience will be collected on all blog posts to track engagement. These analytics will help to inform the demographics of the audience that is most likely to engage with the content.
  3. Website Survey
    • The Little Burgundy Citizens Committee website will include a survey on each blog post. Each survey will request feedback on the topic/content in the accompanying blog post. Feedback collected will help inform future blog posts and community dialogue.
  4. Website Engagement
    • Each blog post will have a link where they can share the blog post with others. Analytics will be tracked from how many times the blog post is shared with others to help track engagement and inform future promotion strategies.

Justification

The blog campaign above is specifically designed to build trust with the community and strengthen the organization’s relationship with stakeholders. All communication and blog posts will be authentic and unfiltered, accurately representing the stories, experiences and voices of those from the Little Burgundy community. This transparency of communication will outline the real challenges that residents and community members are facing and will continue to face due to the urban renewal project. Through the use of storytelling, the blog posts will focus on bringing a humane perspective to the project, allowing for a deeper emotional connection with the audience. Stories from spokespeople will allow the audience to connect and relate to the content. Through the use of a comments section and survey, the audience will be able to openly share their thoughts, feelings, and experiences. This will foster community engagement and allow for feedback on how to improve. In addition to storytelling, the blog posts will also highlight the ongoing efforts of advocacy from the Little Burgundy Citizens Committee. The posts will outline current progress, areas needing improvement, and plans for future advocacy initiatives. The blog will ensure the community and stakeholders are kept up-to-date with the active role the Citizens Committee is taking in advocating for change for the town.

Assignment 3: Communications Plan

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Communications Plan for “Mobility for Good for Indigenous Women at Risk”

  1. Key Messages
    • Providing a critical lifeline to Indigenous women at risk by providing them with free smartphones and data plans
    • Supporting and empowering those at risk by providing resources to stay connected and safe
  2. Target Audience(s)
    • Indigenous Women at Risk: Women, girls, and gender diverse people who are survivors and/or at risk of experiencing violence.
    • Indigenous Communities/Organizations: Indigenous communities and organizations can help promote the initiative and identify women, girls, and gender diverse people who are in need. They are also a target audience as TELUS currently partners with 3 Indigenous organizations in British Columbia.
    • General Public: The general public includes those interested in supporting the initiative and/or raising awareness.
  3. Channels/Tactics
    • Social Media: Social media platforms such as Instagram, Facebook and LinkedIn can be used to promote the initiative and raise awareness. Testimonials and survivor stories can also be shared on these platforms. Hashtags specific to the campaign can be utilized as well.
    • Promotion Event: A promotion event can be held to educate and raise awareness upon the initiative. An in-person event also allows for discussions and conversations about the initiative to be held. 
    • Email Campaigns to Indigenous Communities: A key form of communication to Indigenous communities is email. TELUS and partners can communicate via email to these communities to help identify any women, girls, or gender diverse people who are in need of assistance.
    • Partnerships with Indigenous Organizations: Partnering with Indigenous organizations can help to facilitate outreach to communities. This can also ensure that communication is culturally safe.
  4. Proposed Evaluation Methods
    • Surveys: Surveys can be provided to those who take part in the program to gather feedback and suggestions.
    • Testimonials: Gather testimonials from program participants on how the program has affected them and their experience within the program.
    • Program Participation: Track the amount of women, girls and gender diverse people who apply for the program and receive support.
    • Attendees at Promotion Event: Track the number of attendees at the promotion event and gather feedback.
    • Social Media Followers and Posts: Create social media pages for the initiative and track the number of followers and likes on posts. How many times a post is shared can also be tracked as well as follower demographics.

Press Release

Supporting Survivors: TELUS Fills Communications Gap for Indigenous Women at Risk

TELUS initiative, “Mobility for Good for Indigenous Women at Risk” Supports Indigenous Women at Risk by Providing Free Smartphones and Data Plans

The well-known telecommunications company, TELUS Mobility, has taken one-step closer to reconciliation by partnering with Indigenous organizations to launch the “Mobility for Good for Indigenous Women at Risk” initiative. This initiative provides Indigenous women who are at risk with free smartphones and data plans. On April 23rd 2025, TELUS plans to hold a special promotion event at the head-office in Vancouver, British Columbia. The event is set to take place from 4:00-6:00 pm and will showcase the powerful impact this initiative has on addressing communication gaps for Indigenous women at risk. 

The event will bring together key stakeholders, community members, community leaders and partners to provide attendees with an opportunity to learn more about the program and engage in discussion about future plans. Representatives from Indigenous communities will also be in attendance to provide testimonials from those who are directly affected and how the initiative has helped them. Following testimonials and speeches from TELUS and partners, there will be a food and drink served free of cost.

In an interview with Leslie Varley, the Executive Director of the BC Association of Aboriginal Friendship Centres, she stated that “this is an important step towards increasing our capacity to provide culturally safe and inclusive anti-violence services delivered by and for Indigenous people”. Varley commented on how the initiative provides Indigenous women at risk with free smartphones and phone plans, helping them to stay connected and safe in times of crisis.

TELUS’ commitment to advancing reconciliation is deeply rooted in the company’s larger response to the 231 Calls for Justice. More specifically, TELUS places an emphasis on Call for Justice 15, which is Reclaiming Power and Place. To date, TELUS and partners have supported over 3450 Indigenous women, girls, or gender diverse people.

This event is open to the public and free to attend. Everyone is encouraged to attend and learn more about this initiative and its impacts. To learn more about or to see how you can support “Mobility for Good for Indigenous Women at Risk”, please visit https://www.telus.com or contact TELUS Mobility directly.

Karisa Barker

barkerk20@mytru.ca

Blog Post

Bridging the Gap: TELUS Paves the Way to Reconciliation through Life-Changing “Mobility for Good for Indigenous Women at Risk” Initiative

Providing Indigenous Women with Life-Changing Technology to Help Them Stay Connected and Supported

When it comes to safety, access to technology and communication can be life-changing, especially for vulnerable populations. For many Indigenous women at risk of or who experience violence, limited access to communication has severely impacted their ability to seek or receive help in times of crisis. Here at TELUS, we are committed to filling this gap through our “Mobility for Good for Indigenous Women at Risk” initiative. Our program helps to provide Indigenous women, girls, and gender-diverse people with free access to smartphones and data plans. These essential tools help Indigenous women access emergency services, stay connected with friends and support networks and find the resources they need.

At TELUS, we are proud to be able to offer this program with the help of our partnerships with Indigenous Organizations in British Columbia. To date, we have already been able to provide life-changing resources and support over 3450 individuals. Not only this, but this initiative is only one small part of our larger commitment to reconciliation and advancing the 231 Calls for Justice. Specifically, we are working toward Call for Justice 15, Reclaiming Power and Place.  We acknowledge that there is still a lot more work to be done, but we cannot do it alone.

On April 23rd, 2025, TELUS is hosting a special event to promote the “Mobility for Good for Indigenous Women at Risk” initiative. This event will take place from 4:00 – 6:00 pm at our head office in Vancouver British Columbia and will provide the opportunity for community members, leaders, partners and supporters to come together and learn more about our program’s impact and future plans. Attendees at the event will also have the opportunity to hear powerful stories and testimonials from Indigenous women who have directly benefited from our program.

Leslie Varley, the Executive Director of the BC Association of Aboriginal Friendship Centres, described this initiative as “an important step towards increasing our capacity to provide culturally safe and inclusive anti-violence services delivered by and for Indigenous people”. Varley’s insight outlines the importance of this initiative and the potential for our program to expand even more with the help of our partner’s and supporters.

We encourage everyone to attend and join us in supporting Indigenous women, girls, and gender diverse people who are at risk. To learn more about the “Mobility for Good for Indigenous Women at Risk” initiative, please visit https://www.telus.com or contact TELUS Mobility directly. Together, we can pave the way to reconciliation one step at a time,