Caledon Business Innovation Zone
This pitch was developed in collaboration with the town of Caledon, Ontario, Canada, during my exchange semester in 2018. Tasked with designing a robust social media strategy, the project aimed to elevate the Caledon Business Innovation Zone (CBIZ) as an attractive hub for local entrepreneurs, small businesses, and innovators.
The pitch itself was structured around three key components:
Audit of Caledon Business Innovation Zone’s Social Media Presence – Conducted in Q4 2018, this audit assessed CBIZ’s existing online presence, identifying areas of strength and improvement to establish a baseline for future strategy.
Analysis for Social Media Enhancement – This analysis detailed actionable insights on how CBIZ could refine its messaging, engagement, and visual appeal across platforms to better connect with its target audience.
Pitch for a Social Media Strategy – The final component involved proposing a comprehensive social media strategy for Q1 2019, complete with posting schedules, curated content ideas, and a detailed guide for consistent branding.
Process
The project process was highly collaborative, beginning with initial meetings to understand Caledon’s brand identity and objectives for CBIZ. After identifying key messaging and target audiences, I designed visual style guides that maintained consistency in tone and style, aligning with the town’s professional image while conveying CBIZ’s forward-thinking mission. Mockups for curated content included social media posts, story formats, and visual assets to enhance engagement on multiple platforms. I then created a structured posting schedule, detailing content frequency, timing, and themes to optimize audience reach and brand presence.
The final presentation provided Caledon with a comprehensive toolkit for implementing the strategy, including visual guides, post templates, and a content schedule that ensured a steady stream of impactful content. Although the strategy itself was conceptual, it remains a blueprint that Caledon could utilize to strengthen CBIZ’s presence online.”
