The document outlines communications plans for the Eastwood Community League to improve engagement. It includes: 1) Internal communications to improve communication between board members and volunteers through meetings, email, and e-newsletters to promote events. 2) An external "Fun and Food" campaign using resident-generated social media posts to create awareness and encourage participation. 3) Metrics to evaluate the campaigns like social media followers/engagement and membership increases.

1. I N T E G R AT E D
C O M M U N I C AT I O N S
P R E S E N TAT I O N
O N
E A S T W O O D
C O M M U N I T Y L E A G U E

2. Introduction
• Eastwood Community League https://www.eastwoodcommunity.org/
• Not -for-profit neighbourhood association in Edmonton
• Established in 1923 with a long history of community-building and engagement
• Aims to bring neighbours together and make neighborhoods safer to live in

3. Overview
Goal: To recover Eastwood’s reputation and attract more people to live and increase
memberships of the Eastwood community.
Mission Statement: We are neighbours that come together to share skills and learn
from each other. Together we build a community that is informed and involved.
Objectives of the Organization:
• To make the neighbourhood a safer place to live and families grow
• To bring neighbours together by constantly organizing community events
• To attract more people to live in the Eastwood community and increase memberships
• To create awareness against drug use
• To promote local businesses in the neighbourhood and increase rentals

5. Internal Communications Plan
Internal audience
• Board members of the organization – President, Vice-
president, marketing director, Secretary, Communications
Director, Membership Director, Site-event coordinator
• Volunteers
Objectives of Internal Communication Strategy
• To improve communication between the internal audiences
• To increase community engagement and volunteer sign-ups
for events
• To promote a friendly culture in the community

6. Internal Communication Plan Implementation
Key messages to spread
• It’s your community, promote culture and help to grow more.
• Let’s build a safer and better community together.
Strategies:
• Organizing activities and events
• Creating volunteer opportunities

7. Communication Channels
The best practices for internal communication strategies are:
• Face-to-Face
• Meetings
• Email
• E-Newsletter
Tactics:
Audience
Tactic
Face-to-Face Meetings E-mail E-Newsletter
Board of
members
   
Volunteers  

8. Key Performance Indicators
E-Newsletter
• Subscribers : The number of people who have signed up to receive
• Open rate: The average percentage of recipients who open the notification
• Click-through rate: The average percentage of recipients who click on an active link within
the email
Website
• Unique visits: The number of distinct individuals visiting the site
• Page views: The number of times a page on the site has been viewed
• Bounce rate: the percentage of people that navigate away from the site after only viewing one
page.
Social Media
• Followers: The number of people who subscribe to, and follow the Eastwood community
page including likes, comments, tags or shares
• Engagement: The number of people who take action by interacting in the community page.
Increase in the number of posts and metrics on those photos, and videos
• Reach: The number of people who saw the Eastwood Community posts

9. External Communications Plan
Objectives
• Improve the public’s perception of Eastwood Community
• Create awareness of the activities and encourage
residents to engage in the community
External audience
• Eastwood Residents (key audience)
• Rental customers
• Edmontonians

10. “Fun and Food with
Eastwood”
Campaign
The campaign will be implemented by:
• Reaching out to Eastwood married couples and
families with kids to help with the campaign
• Clicking photos and videos during participation in
events
• Posting user-generated contents on their personal
social media accounts
• Creating a unique hashtag #proudeastwoodian for
this campaign
• Using captions depicting our campaign’s objectives in
each post
• Tagging Eastwood community league in all these
posts

11. Demographics of Target Audience
• Total population of 4,065 with median age 37
• 47% of people married
• Families with kids 33%
• Diverse ethnicity of White, Black, Chinese, Southeast
Asian
• Mostly English speakers
Psychographics of Target
Audience
Grouped by level of engagement:
• Engaged
• Aware/interested
• Passive
• Disinterested

12. External Communication
Plan Implementation
Key Messages to spread
• It’s your Community, Come Join Us.
• Let’s build a community that your family deserves.
Strategies
• Organize community activities for engagement
• Organize art and games workshops
• Organize coffee meetings with Edmonton Police
Services

13. Communication Channels
• E-mail updates
• Social media postings
• Website / Blog
• Community meeting
• E-newsletter
Tactics
Audience
Tactic
E-mail Social media Website/
Blog
Community
Meeting
E-newsletter
Eastwood
Residents
    
Rental
customers
 
Edmontonians  

14. Timeline
Time Activity
Week 1 Community meeting to discuss the campaign
Week 2 Board members approach families to participate
in the “Fun and Food with Eastwood” campaign
Week 3 Send an invitation to the Eastwood members for
the upcoming community event through email,
website, social media and e-newsletter
Week 3-6 Make a list of people willing to participate in the
campaign Craft the messages which will be
used as captions
Week 7 Attend the event. Share stories and organic
posts on social media with the
#proudeastwoodian
Week 8-10 Monitor the progress in vanity metrics
Week 11-20 Keep posting two to three user-generated
content on various social media platforms using
#proudeastwoodian every week
Week 21 Evaluate the campaign as planned

15. Evaluation and Measurement
1. Social Media Monitoring Services
a) Increase in social media users (Facebook, Instagram, Twitter)
b) Increase in the number of shares of social media posts
c) Likes, Tags and Comments on social media posts
d) Tracking the hashtag “proudeastwoodian”
2. Tracking Eastwood website traffic using Web Analytics
3. Increase in Eastwood community memberships (currently 61 registered members)

16. Special Thank You Message
This presentation would not have been completed without the help of the board
members of Eastwood Community League, Edmonton, Alberta.
Disclaimer:
My presentation is solely based on the information I collected from the internet which
might or might not be 100% correct.

17. References:
Free Website Analysis Tool by WebiMax. (n.d.). Retrieved October 29, 2022,
from https://www.webimax.com/free-website-analysis
Home. (n.d.). Eastwood-community. Retrieved October 29, 2022,
from https://www.eastwoodcommunity.org
Instagram Profile Analyzer - Best Instagram Analytics Tool. (n.d.). Retrieved October 29, 2022,
from https://inflact.com/tools/profile-analyzer/
Rusnell, C. (2022, July 6). The Opioid Toll, by Neighbourhood, that Alberta Tried to Hide. The
Tyee. https://thetyee.ca/News/2022/07/06/Alberta-Opioid-Toll-By-Neighbourhood/
Twitter Analytics. (n.d.). Retrieved October 29, 2022, from https://analytics.twitter.com/about