Blog Campaign Strategy for “Voices of Burgundy”
Overview
To raise awareness about the Voices of Burgundy program and reach a wider audience, Union United Church will launch a blog-focused communications campaign to showcase community stories, cultural heritage, and the lasting impact of Little Burgundy’s Black history. The blog will function as a platform for storytelling, showcasing individual accounts, youth involvement, and the area’s rich musical and social heritage. This campaign will increase interest in Voices of Burgundy events and build community trust.
By sharing honest stories, creative content, and different types of media, the blog campaign will help spread our message of togetherness, culture, and strength. It also supports Union United Church’s mission to support and uplift the Black community in Montreal.
Relevant Spokespeople and Blog Content Ideas
Key Spokespeople (real or inferred from the film and community context):
- Rev. Charles Este (Historical Figure): First Black minister at Union United Church. Posts may quote his legacy and how his vision inspires current work.
- Jessica, Community Elder (Fictionalized for blog): A long-time resident of Little Burgundy who witnessed the evolution of the neighbourhood.
- Erica Donald, Youth Leader (Fictional): Organizer of the youth mural project and advocate for Black youth expression.
- Aliyah, Local Jazz Musician (Inspired by Oscar Peterson’s legacy): Shares reflections on Little Burgundy’s musical roots.
- Rita Dominic, Project Coordinator at Union United Church (Fictional): Provides behind-the-scenes organizational updates.
Blog Post Ideas
- The Story Behind Voices of Burgundy
This blog post looks at the important role Union United Church has played in the community—from when it was founded in 1907 to how it has supported and shaped the lives of Black Montrealers for many generations. - Jazz Lives On: Voices of Burgundy Soundtrack
This blog post showcases the strong jazz history of the Little Burgundy neighbourhood. It will include personal stories from local musicians, audio clips, and show how music continues to connect the past with today’s community. - Painting Our Stories: Youth Taking Action for Voices of Burgundy
A photo-filled blog post showing how local youth created a mural for Voices of Burgundy, with quotes from them about why it matters to be seen and heard. - Voices of Burgundy: Wisdom from the Elders
This article shows interviews with longtime residents, sharing their memories of the neighbourhood’s changes and the traditions they cherish. - Snapshots: A Week of Voices
This article shows a visual summary of the Voices of Burgundy week with images, quotes, and community feedback.
Content Calendar
| Date | Time | Blog Post Title | Theme |
|---|---|---|---|
| Ma.y 1, 2025 | 10:00 AM | The Story Behind Voices of Burgundy | History & Legacy |
| May 6, 2025 | 10:00 AM | Jazz Lives On: Voices of Burgundy Soundtrack | Music & Culture |
| May 11, 2025 | 10:00 AM | Painting Our Stories: Youth Taking Action for Voices of Burgundy | Youth & Art |
| May 14, 2025 | 10:00 AM | Voices of Burgundy: Wisdom from the Elders | Oral Histories & Reflection |
| May 20, 2025 | 10:00 AM | Snapshots and Soul | Event Recap & Community Impact |
Posts will be published bi-weekly during the campaign, beginning two weeks before the event and ending two days after the final celebration. This schedule ensures consistent engagement and aligns with major milestones of the initiative.
💬 Audience Feedback and Engagement
To build two-way communication, each blog post will have a comments section enabled to allow readers to share reactions and ask questions. Additionally, the blog platform will include:
- A short survey put in the recap post to collect overall impressions.
- Social media polls shared on Instagram and Facebook Stories to ask followers which events resonated most.
- Use of Google Analytics to monitor page views, bounce rates, and average time spent on each post.
This data will be reviewed weekly and used to inform future content strategies. For instance, if audience interest is especially high around music-related content, follow-up blog posts may include extended artist interviews or playlists curated by community members.
🧭 Justification
This blog campaign supports the broader goals of Voices of Burgundy by creating a space for community-driven storytelling, ensuring transparency in the initiative’s planning and outcomes, and increasing visibility for historically underrepresented voices. By showcasing authentic experiences, visual storytelling, and inclusive content, the blog becomes more than a promotional tool—it becomes a digital archive of Little Burgundy’s evolving identity.
The campaign reinforces trust with stakeholders, including residents, youth, city partners, and cultural organizations. It encourages participation not just in the events themselves but in the preservation of a collective memory. Blog content will be archived on Union United Church’s website, offering long-term access and continued engagement beyond the event.