Overview
Case study project completed for my Multimedia Design Degree while I was studying abroad in Canada. CBIZ (Caledon Business Innovation Zone) is a Town of Caledon initiative supporting local entrepreneurs. In 2018, I developed a social media campaign to promote their upcoming 2019 spring entrepreneurship training program.
Design Brief
CBIZ is launching a campaign to promote its 6-month entrepreneurship training program. The goal: build awareness and generate interest for the program.
Solution
To maximize effectiveness, I structured the campaign into three distinct phases that naturally build on one another. The Awareness phase (Phase 1) introduced CBIZ to a broader audience. Building from there, the Engagement phase (Phase 2) nurtured interest and provided more details to potential applicants. Finally, the Urgency phase (Phase 3) intensified communications, reminding people about the fast-approaching application deadline.
Each phase flowed into the next, with content tailored to support that stage and smoothly guide the audience through the campaign journey.
Channels
Instagram and Facebook were chosen as the primary platforms due to their strong presence among the target audience. I created carousel-style Instagram posts to capture attention and communicate key messages, using a modern, visually engaging style. For Facebook, I developed more informational posts and event-style content to reach a broader local audience and provide clear details about the program and application process.
In addition, I incorporated a landing page as the central point of conversion, ensuring that all campaign materials direct users to a clear and accessible place to learn more and apply. I also considered LinkedIn as a supporting platform to reinforce credibility and appeal to more professionally focused users.
Campaign
The campaign was scheduled to run from February 10 to April 2, matching the program’s application period. Phase 1 (Awareness) covered February 16 to 28; Phase 2 (Engagement) ran March 1 to March 18; Phase 3 (Urgency) spanned March 16 to April 2.
Visuals
The campaign visuals were meant to align with the existing visuals on CBIZ’s other social media. The existing visual style used by CBIZ and the Town of Caledon was clean and modern, with a limited colour palette, primarily greens, whites, and neutral tones. Keeping with this style, the campaign reflected these visuals.
