Content Marketing Strategy | Ontario Women Anglers

Our solution

To tackle the challenge at hand, Mosaic Agency has developed a comprehensive integrated marketing communications (IMC) campaign titled "Hooking the Next Generation: A Social Media and Website Strategy for OWA's Long-Term Success". Our strategy aims to drive engagement among younger women, boost OWA membership subscriptions, and reduce membership attrition.

Our proposed solution entails incorporating a learning component into our social media strategy, providing the target audience with valuable knowledge on various topics such as new technologies, equipment, culinary tips for fish preparation and preservation, and relevant hashtags. Our social media efforts will primarily focus on Instagram, with a well-structured 2-month content calendar and customized templates exclusively designed for OWA.

Furthermore, our website strategy includes enhancing the website's layout, with the addition of a Volunteer and Community section that will enable OWA to build a database of volunteers and members, catering to both young and mature audiences. The website will also be optimized for mobile viewing and implemented with Search Engine Optimization (SEO) techniques across all pages.

In summary, our IMC Campaign will provide compelling educational content and elevate OWA's digital presence, effectively attracting and retaining the next generation of fishermen and women, thereby ensuring their long-term success in the fishing industry.

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SWOT Analysis

To ensure the long-term success of OWA, conducting a SWOT analysis is crucial. This analysis enables us to identify both internal and external factors that may impact OWA's ability to achieve its goals. By leveraging the insights gained from the SWOT analysis, we can develop targeted strategies and tactics to effectively capitalize on OWA's strengths, mitigate weaknesses, leverage opportunities, and overcome potential obstacles. This proactive approach will enable us to maximize OWA's potential and ensure its sustained success.

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Audience Analysis

OWA's member base spans across different age groups, with a majority falling between 35-65 years old. The organization offers a mix of free and paid activities, with an annual membership fee of $30.

OWA attracts 130-150 members annually, with 25-30% being new members, and has a 70% renewal rate. Our IMC plan targets younger women (20-45 years old) and mature women (45+ years old) who share a love for fishing. Thorough understanding of their characteristics and behaviours will guide our marketing strategy to effectively engage with them.

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User Persona

Our Solution

"Hooking The Next Generation"

This creative theme is centred around empowering women to take up fishing as a means of gaining confidence, connecting with like-minded individuals, and acquiring new skills in a supportive community. Through this big idea, we aim to inspire women to explore the world of fishing and its associated benefits.

We will be covering

• A diverse range of topics: fishing skills and techniques, events and news, spots and destinations, tips and hacks, and responsible fishing.
• Emotional appeal technique: to reinforce the sense of community and empowerment provided by OWA.
• Our goal: equip young women with the knowledge and necessary skills to fish confidently and encourage them to pursue their passion for fishing.

Objectives:

• Increase engagement among younger women aged 20-45 on Instagram through comments, likes, follows, shares, and views.
• Increase subscriptions to OWA memberships by 20% within 12 months.
• Reduce membership loss by 10% by creating a forum/community on the website.

Tactic #1: WEBSITE

• Mobile-friendly version
• SEO Implementation and Keywords
• New layouts
• Maintain OWA's current look and feel
• Language ENG and FR

Tactic #2:

SOCIAL MEDIA

• #1 social media platform to connect with brands
• Most Popular among people of all ages: significant user base between 18-34 years old, accounts for over 60% of Instagram's users.
• Created a two-month content calendar: a mix of posts, stories, and reels to showcase OWA's activities, members, and brand values.

HASHTAG

• Hashtags are a way of categorizing content and making it more discoverable to users interested in similar topics.
• One post + 1 Hashtag = receive 12.6% more engagement
• Proposal: use between 3 to 5 hashtags per post
• #girlsfishtoo = 249K
• #womensupportingwomen = 20.5M
• #doingsomethinggreat = 32.6K

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Tactic #2: CONTENT MARKETING

• Created informative, engaging, and valuable content that resonates with our young audience and supports OWA's brand message.
• 4 different designs on Canva: reels, events, educational content and testimonials that are fully customizable and will help OWA maintain its brand image.
• 16 content ideas (includes 4 blog posts)
• A two-month content calendar with recommendations for the best days and times to publish content.

Canva Templates

We have designed 4 templates for the client

• Events:

Metrics

Expectations

• With the implementation of the new website, we expect OWA to increase their membership subscription by 20% by the end of 2023.
• We expect that with the right use of hashtags, reels, stories and posts, OWA increases engagement and traffic.
• ‍With the objectives proposed, we hope OWA can reach its young audience and create a solid long-term fishing community.

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Members:

Maria Claudia Peñaranda - Project Coordinator

Arisa Onchi - Creative Director

Monali Chunara - IMC Planner

Cristiane Cavalcante - Content Writer