NATIONAL NON-PROFIT

Marketing campaign for a queer-friendly business certification

Rainbow Registered

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Rainbow Registered 🌈

Project Deliverables

Organic & paid social media strategy
Influencer partnership management
Meta & LinkedIn ads management
Photography & videography
Video editing & captioning
Social media content including graphics & captions
Partner marketing toolkit
Media campaign, including writing a press release & researching appropriate outlets to pitch
Monthly analytics report & final report

Lighthouse at Peggy's Cove in Nova Scotia painted with rainbow colors.

Hopewell Rocks in New Brunswick overlaid with the rainbow pride flag. The rocks are visible above the water with a sky background, and the words 'Hopewell Rocks, NB' are at the bottom.

Project Deliverables

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Project Deliverables 🌈

A testimonial for Lemonade Co. praising their work from Victoria Wicks at Rainbow Registered.

Project overview

We ran two separate recruitment campaigns for Rainbow Registered, a national certification and training program for 2SLGBTQIA+ friendly businesses. Each campaign was designed to increase registrations for the certification and its associated training offerings, and to encourage travel to the regions.

Our approach combined paid and organic social media (Meta and LinkedIn), partner marketing, direct outreach, media releases, and influencer partnerships. Both campaigns required us to build audience-specific messaging for different geographic markets while maintaining consistent program brands and voices.

In just 3 months, our Atlantic Canada campaign led to 31 new program applicants, over 760,000 paid impressions, and 16,000 website visits. Our 1-month Northern Ontario campaign led to 155,500 social media views, & growth from 6 accredited businesses to 18.