Promoting South Granville and connecting with consumers
in a digital, social sharing era!
At the start of 2018, the SGBIA’s approach to marketing took a pivotal shift with the arrival of the new Director of Marketing. With an extensive background in destination marketing and expertise in digital marketing, she made an immediate impact by bringing fresh insights and on-trend strategies for promoting the neighbourhood.
Following a detailed assessment of pre-existing activities and assets, the recommendation is to focus on digital marketing efforts that are measurable, align well with changing consumer behaviours and that keep pace with how people consume information in an expanding ‘social sharing’ economy. The overall mission is to elevate the business community’s profile, influence repeat visits, and establish South Granville as the neighbourhood destination of choice in Vancouver for diverse lifestyle experiences.
For South Granville, getting ahead in a competitive digital environment means having a highly optimized website integrated with engaging visual/narrative content that is shared regularly via social channels by the association, our members and our media partners. Today, promoting and differentiating a destination is all about brand journalism and sparking conversations. Therefore, an integral part of our promotional energy must focus on neighbourhood storytelling. Sharing authentic, original content that inspires and informs – whether we create or curate – will pave the way to incremental awareness, engagement and visits in the long term.
As a priority, the SGBIA will continue shaping and sharing contemporary content that resonates with a target audience interested in lifestyle choices and authenticity from brands. Diverse stories related to our destination brand can showcase the neighbourhood’s uniqueness, ranging from experiential activities, special events/openings and public art to supporting charities, celebrating holidays and honouring people! We take pride in sharing them all via customized blogs, images, videos, contests, mailing lists, social posts, as well as collaborations with media and influencer partners.
Our advertising goal is to move away from static or generic ads and instead towards digital partnerships or sponsored content with media partners/influencers that are community-focused and offer an extensive or exclusive online reach to feature South Granville. Through these partnerships, our brand identity and stories will be amplified to an extended group of consumers beyond our reach.
To keep up and on the edge of innovation, the SGBIA is continuously improving the effectiveness of our web and social toolkit. A variety of updates on the website have recently been implemented to enhance the user experience, including more frequently updated photography, the addition of a dynamic South Granville map, enhancements to the What’s On section, a revamped navigation of related topics, as well as ongoing work to improve search engine performance and mobile efficiency.
Social media – primarily Twitter, Facebook, and Instagram; secondarily YouTube and Pinterest – will remain our top communication channels for sharing our stories, connecting and engaging with a diverse audience, as well as monitor our merchant, industry and community brands for updates and a broader context. But, at the same, we will build our dedicated mailing list of subscribers and investigate other social channels or features.
Going forward, the SGBIA will evolve the marketing efforts with more of all the above. Further, we believe that the spotlight on the neighbourhood can be exponentially augmented with the support of the member merchants. As such, in Fall 2018, the SGBIA will roll out materials with information and tips on how you can make the most of your membership to support your business and the business community of South Granville.
Below is a short selection of examples showing how South Granville shares its story and how our neighbourhood is shared by others!
SOUTH GRANVILLE SHARES ITS STORY!
PRINT & DIGITAL PROMOTIONS
14 Bus Shelters in Vancouver Centre – April 2018
FANS & MEDIA SHARING ABOUT SOUTH GRANVILLE!
View this post on Instagram
Gone was the rain, ☔️ in came the sun ☀️Afternoon strolling in Fairview – my favorite neighbourhood in Vancouver. Which one is yours? …………….. #architecture #neighbourhood #fairview #vancouverisawesome #vancitybuzz #dailyhivevan #placemaking #feelgood #narcity_vancouver #southgranville
“Thank you. South Granville is my favourite part of town.” – Marvin Ihg (Facebook)
“Love all the photos that you take in the neighborhood. Thank you” – jennlp8675309 (Instagram)
“I am definitely looking forward to this weekend as I will be flying to Vancouver to visit all the galleries in South Granville” – blythescottartist (Instagram)
For mobile, swipe columns above from left to right.