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

1. 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.
2. 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.
3. 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.
4. 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.
5. Snapshots: A Week of Voices
   This article shows a visual summary of the Voices of Burgundy week with images, quotes, and community feedback.

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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

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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.

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🧭 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.

Description: A photo of renowned jazz pianist Oscar Peterson during a performance in the 1980s. Peterson was a notable figure from Little Burgundy.

Source: Piano Distributors

Usage Rights: Public domain. Free to use without restriction

Description: A historical photograph of the congregation of the Union United Church

Source: Concordia University News page

Usage Rights: Usage rights may vary; please refer to the source for details.

Fact Sheet

• Initiative Name: Voices of Burgundy
• Dates: May 12–18, 2025
• Location: Union United Church & surrounding Little Burgundy community spaces
• Purpose: Celebrate Black heritage, multiply community voices, and empower youth in Little Burgundy
• Signature Events: Park Jazz, Visions of Burgundy, Youth Community Mural Projects
• Featured Exhibit: “Visions of Burgundy” — oral histories and photos of local elders
• Youth Involvement: Youth storytelling sessions, cleanup drives, and mural projects
• Partners: Concordia University, Montreal Jazz Festival Montreal, Little Burgundy Society
• Expected Attendance: Over 1,000 attendees throughout the week
• Key Hashtags: #VoicesOfBurgundy #BurgundySpeaks #UnionUnitedVoices

Union United Church Launches ‘Voices of Burgundy’ Celebration to Honour Little Burgundy’s Legacy

A week-long event that sheds light on the untold stories, music, and strength of Montreal’s Little Burgundy neighbourhood.

April 5, 2025

10:00 PM PST

Kamloops, April 5, 2025 — Union United Church is excited to announce Voices of Burgundy, a week-long celebration honouring the cultural heritage of Montreal’s Little Burgundy neighbourhood that will take place from May 12 to May 18, 2025. The goal of this project is to draw attention to the vibrant cultural heritage and strength of Montreal’s Little Burgundy neighbourhood, which is among the most historically significant and diversified in the city. The event will bring together local residents, artists, historians, and youth to celebrate the rich traditions of the neighbourhood through a series of performances, educational activities, and cultural exhibitions.

The Voices of Burgundy event will feature various activities designed to engage the community, including walking tours, youth storytelling, jazz tributes, and panel discussions with local historians and artists. The goal is to honour Little Burgundy’s cultural contributions, untold tales, and the strength of the people who have shaped it.

The newly elected moderator of the United Church of Canada, Rev. Dr. Carmen Lansdowne, a Heiltsuk First Nation member, emphasized the church’s commitment to social change and community development: “To build new connections and rebuild old ones. To work towards social change that sees a world cared for and human dignity honoured.”

Key features of Voices of Burgundy include:

• Park Jazz, a free performance with local jazz legends as the main act at Oscar Peterson Park. 
• Visions of Burgundy, an interactive photo display that showcases community elders’ oral histories and personal stories, offering visitors a close look at the history and culture of Little Burgundy.
• Youth-led Community Cleanups, where young people will beautify public spaces through mural painting and environmental projects.

The celebration is supported by local partners, including the Montreal Jazz Festival, Concordia University’s Black Perspectives Office and the Little Burgundy Society, all of whom are dedicated to preserving the neighbourhood’s cultural legacy. 

This project will also present opportunities for youth empowerment and learning, providing a platform for young people to participate actively in the community.

Founded in 1907, Union United Church is one of Canada’s oldest Black churches. It has long served as a centre for social justice, cultural empowerment, and spiritual support and is situated in the heart of Little Burgundy. The church is still committed to upholding the history of the neighbourhood while promoting harmony and social change.

For more information on Union United Church, you can visit https://www.unionunitedchurchmtl.ca                                                                                       

Contact 

Thompson Rivers University

Esther George – Nsoribe

T00712316@mytru.ca

Aritzia Making a Difference by Empowering Women Through Fashion

At Aritzia, we believe that fashion is more than just clothing; it’s a way to make a difference. That’s why we started the Aritzia Community program which is dedicated to empowering women and girls through mentorship, education, and financial support. Aritzia is committed to making a lasting impact by working with organizations that make a real impact in women’s lives.

This isn’t just about giving back, it’s about making real, lasting change. And the best part? You can be part of it.

Turning Struggles into Strength

Meet Vivian. Two years ago, she moved to Vancouver with her two young daughters to escape an abusive relationship. Determined to create a better future, she found safe housing and pursued a career in Practical Nursing. Thanks to a $10,000 grant from the Cause We Care Foundation, she was able to cover childcare, school supplies, and living expenses while studying. She is set to graduate in March 2022 and feels hopeful about what’s ahead, knowing her journey has taught her children the importance of strength and perseverance.

Vivian’s journey is just one example of the many women supported by the Cause We Care Foundation and shows the impact of community support. 

Wear the Change: Fashion for a Better Future

We believe that every purchase can make a difference. That’s why we’re launching the Aritzia Community™ Collection, a special line where part of every sale helps support programs that empower women.

By shopping this collection, you’re not just refreshing your wardrobe—you’re contributing to:

• Scholarships and education grants for young women
• Financial aid for childcare and housing
• Job training and career support for single mothers

How To Get Involved

We believe in the power of community, and we invite you to join us in making a difference. Here’s how you can join us:

Shop with Difference: Every purchase from the Aritzia Community™ Collection helps fund programs that support women.

Give Online: Visit our website to donate to our partner organizations.

Spread the Word – Use #AritziaEmpowers on social media to raise awareness and show your support.

We would also be hosting special events in our stores, where you can hear inspiring stories from women who have benefited and contribute to the cause.

Building a Better Future with Aritzia

For years, Aritzia has made social responsibility a core part of its mission. From using sustainable materials to programs that support women in leadership, we are committed to making a positive difference in the world through our business.

“We believe that when women succeed, entire communities thrive,” says Jennifer Wong, CEO of Aritzia. “That’s why we’re committed to creating real opportunities for women and ensuring that our brand makes a meaningful difference.”

Through the Aritzia Community program, we’ve donated millions of dollars to organizations that support education, mental health, and leadership programs for women. We’re just getting started; our goal is to reach even more women and girls and create greater opportunities for them in the future.

Be the Change

Fashion is more than looking good, it’s a tool for empowerment. With every purchase, post, or donation, you’re opening doors for women to succeed.

Shop the Aritzia Community Collection today and be part of something great.

Visit https://www.aritzia.com to learn more about how we’re making a difference.

Follow us on Instagram @Aritzia and use #AritziaEmpowers to help spread the word

Together, we can make a difference—one step, one story, and one empowered woman at a time.

Aritzia Increases Support for Women’s Empowerment Through Aritzia Community Program

More Than Fashion: Aritzia is Investing in the Future of Women

March 16, 2025

4:30PM PST

Kamloops, Mar. 17, 2025 — Vancouver fashion brand Aritzia is expanding its efforts to supporting women and girls by expanding its Aritzia Community program. This program partners with non-profits to support women and girls by providing access to mentorship programs, scholarships, and career-building opportunities. 

Aritzia’s latest expansion focuses on strengthening partnerships with organizations such as Cause We Care Foundation, which helps single mothers through education grants, skills training and childcare resources. Through these efforts, Aritzia is using fashion to make a positive difference.

Highlights of the New Program

• A percentage of sales from Aritzia Community™ Collection will be donated to programs that support women.
• More mentorship and scholarship programs to empower young women pursuing careers in fashion and business.
• Increased financial support for career training, education, and childcare support for single mothers.
• National campaign to encourage customers to take part in the movement.

 Supporting Women Beyond Fashion

For Aritzia, this program is more than just making donations; it’s about creating real opportunities for women to succeed. 

“We have a platform and a saying, ‘Women to the power of women,’ and it is about uplifting and supporting women all through our supply chain.” said Jennifer Wong, Chief Executive Officer of Aritzia. “Women to the Power of Women’ is a simple equation that drives us and our beliefs forward by amplifying women’s voices to make exponential progress towards gender equality and inclusivity for all.”

Aritzia is also inviting customers to take part. They can help by shopping the Aritzia Community Collection, joining in-store fundraising events, or spreading the word on social media with #AritziaEmpowers. 

How Customers Can Get Involved

• Buying from the Aritzia Community Collection helps fund programs that empower women.
• Customers can support Aritzia’s partner organizations by donating through the company’s website.
• People can spread awareness by sharing their stories on social media with #AritziaEmpowers.

Aritzia’s Ongoing Commitment to Giving Back

Aritzia has always focused on doing business responsibly by supporting sustainability, fair sourcing, and community programs. Through the Aritzia Community program, the company has donated millions to non-profits that help women with leadership, mental health, and education.

This new effort continues Aritzia’s mission to use fashion for positive change. By expanding its support, Aritzia hopes to create even more opportunities for women and girls to succeed.

“We are optimistic about the future. There is a tremendous amount going on around us, all of us, and it’s a very challenging time for everybody in many different ways. But as long as we continue to do what we think is best and continue to do what we see as right, that will guide us and lead us towards positive outcomes — whether it’s within our company or whether it has a bigger impact on our community.” said Jennifer Wong, Chief Executive Officer of Aritzia.

For more information on Aritzia’s giving programs or to shop the Aritzia Community™ Collection, visit https://www.aritzia.com

Contact 

Thompson Rivers University

Esther George – Nsoribe

T00712316@mytru.ca

Communications Plan for Aritzia Community

Aritzia strives to make a positive impact through fashion. The Aritzia Community program is dedicated to uplifting women and girls by providing support in mentorship, education, and financial aid. Through partnerships with organizations such as the Cause We Care Foundation, Aritzia helps single mothers gain economic independence, enabling them to build a brighter future for themselves and their families. This communications plan outlines the details the core messaging, target audiences, promotional strategies, and evaluation methods to effectively highlight Aritzia’s corporate social responsibility (CSR) initiatives.

Key Messages:

• Aritzia is committed to investing in programs that help women and girls succeed.
• By partnering with organizations like Cause We Care, Aritzia creates opportunities for single mothers.
• Aritzia is combining ethical fashion practices with meaningful social initiatives to drive positive change
• Customers can play a role in empowering women by Shopping at Aritzia or making direct donations

Target Audience:

The CSR campaign aims to reach multiple audiences: 

1. Primary Audience:
   1. Young women (ages 18–35) who care about fashion and social issues.
   1. Customers who support diversity and giving back.
   1. Students and young professionals who prefer ethical brands.
2. Secondary Audience:
   1. Media and journalists who write about fashion and social impact.
   1. Social media influencers who promote women’s empowerment.
   1. Business professionals and investors who care about responsible companies.

Channels and Tactics:

To maximize awareness and engagement, Aritzia will use several methods:

• Social Media Campaigns: Launch a campaign titled #AritziaEmpowers, featuring stories from people that benefited from the program, behind-the-scenes content, and customer feedback.  Platforms like Instagram and TikTok will play help boost engagement.
• Influencer Collaborations: Collaborate with fashion and lifestyle influencers will share their thoughts on Aritzia’s initiative and encourage participation.
• In-Store Promotions: Staff will be trained to initiate conversations with customers about the program’s impact and encourage participation.
• Email Marketing: Send monthly newsletters about the people impacted by the program. Each email will include customer success stories and a call-to-action encouraging support.
• Limited-Edition Collection: A special Aritzia Community collection will be launched, with a portion of sales donated to partner organizations.
• Aritzia Website: A dedicated page showing the program’s mission and featuring videos, customer stories and ways to get involved.
• Press Release Distribution: Aritzia will send an official press release to media outlets covering fashion, sustainability, and social responsibility.

Proposed Evaluation Methods:

To track the effectiveness of the campaign, Aritzia will use the following:

• Social Media Engagement: Track likes, shares, comments, and hashtag, #AritziaEmpowers use to measure campaign reach and audience interaction.
• Sales Tracking: Monitor sales before, during, and after campaign to spot any patterns. Measure sales from the special collection and funds raised for partner organizations
• Customer Feedback: Conduct surveys in-store and online to understand how aware they are of the campaign
• Partnership Growth: Check how many times the media talks about Aritzia and whether the coverage is positive or negative.
• Media Coverage: Track how many people visit the Aritzia Community page, how they interact with it, and how long they stay.

The Omega Returns: A New Era of Student Journalism at TRU

Exciting Relaunch Event to Celebrate this Bold New Era

Thompson Rivers University 

February 16, 2025 

10:00 PM PST

KAMLOOPS, Feb. 16, 2025 — The Omega, the official student newspaper of Thompson Rivers University (TRU) is making a victorious comeback with an exciting relaunch event happening on April 10, 2025, at 6:00 PM at the TRU Grand Hall. This milestone event will mark a new chapter in the publication’s history, celebrating its past and new commitment to providing meaningful, engaging, and impactful news for the TRU student body and the Kamloops community. 

The Omega is currently published online, with plans to reintroduce a print edition in the upcoming year. It is run by the Cariboo Student Newspaper Society, a registered non-profit organization, and all TRU students in good standing are active members. The society’s board of directors meets monthly to oversee the publication. The Omega adheres to Canadian standards for high-quality journalism and uses ethical reporting practices.

The relaunch event will feature important speeches from Sean Brady (Manager) and Robert McAlaster (Editor-in-Chief), who will reflect on The Omega’s legacy, discussing its important role in campus life and its future goals. Additionally, attendees will take advantage of networking opportunities with academic and student journalists and enjoy live music, interactive booths displaying previous and upcoming content. The Omega will also start new projects, including a plan to focus more on digital content, offer more opportunities for student writers, and create a special section for investigative journalism covering local and student topics. 

“The content we publish must be legal, of course,” Brady emphasized. “What gets posted in the newspaper is based on eight key news values that ensure we deliver timely and relevant news to our audience.” Initially, The Omega focused on hard news with content geared toward an older audience. “Now, we include a broader range of topics, from sports to culture, to better represent the diverse interests of TRU students,” Brady explained. Since its relaunch, nine issues have been printed. “The magazine is printed last at the print office, and it takes about two days before it’s placed in racks around the school,” said Brady.

Since its beginning, The Omega has provided students with a platform to express their opinions, cover campus events, and develop media skills. The relaunch represents a shift towards more digital content, better connection with the community, and a bigger presence on social media. To further support its new efforts, The Omega is starting a mentorship program that will connect students with professional journalists and media industry experts.

This relaunch is important because student opinions are more important than ever at the moment of the relaunch. The Omega has played an important role in reporting TRU’s most significant stories, and this new direction will influence campus conversations and give students valuable resources. It will be adapting to modern trends and covering issues directly affecting TRU students, faculty, and staff. Attendees will get an exclusive preview of upcoming investigative stories.

The Omega currently prints 500 copies per month. Initially focused on hard news for an older audience, it has expanded to include sports and culture to engage a broader readership. Pitch meetings are held Mondays at 5 PM in OM 2622, and the Omega Magazine office is in OM 2768. 

The relaunch event will also include a Q&A panel with alumni journalists who have gone on to successful careers in the media industry, sharing their experiences and insights with attendees. TRU students, faculty, and Kamloops residents are encouraged to attend the event, explore The Omega’s latest initiatives, and support student journalism. For more information, visit theomega. news  

Contact 

Thompson Rivers University

Esther George – Nsoribe

T00712316@mytru.ca

Distribution plan

To maximize the reach and effect of The Omega’s relaunch event, the press release will be distributed through the following strategic channels:

1. TRU’s Official Channels: TRU’s website, student newsletters, and email lists aimed at teachers and students will all receive the press release. These platforms will ensure the event is widely promoted within the university.

• Social Media Campaigns: The press release will be shared across Instagram, Twitter, and Facebook, along with the use of hashtags like #TheOmegaRelaunch and #TRUStudentNews. This will engage current students and draw new followers to The Omega’s digital platforms.

• Local Media Outlets: To increase its awareness outside of campus and involve the larger Kamloops community, the press release will be distributed to important local media outlets like CBC Kamloops, Kamloops This Week, and CFJC Today Kamloops.

• Targeted Student and Faculty: Professors, student organizations, and TRU employees will all receive a direct press release encouraging them to spread the word about the event within their networks and in classrooms. 

• Alumni and Community Engagement: Local businesses, TRU alumni, and other community leaders will receive the press release to build a relationship with the larger TRU and Kamloops community.

This distribution plan will help ensure that a large and engaged audience sees the relaunch event.

Distribution List:

1. CBC Kamloops – Online and radio news coverage 

CBC has a large audience in Kamloops and offers radio and online news. Getting them to cover the event can increase awareness and give it a credible and professional public image.

Phone: 2503746802, Email: kamloops@cbc.ca

• CFJC Today Kamloops – Local Tv and online news

This local media outlet has a strong following in Kamloops and surrounding areas. Their coverage can attract potential attendees by expanding the event’s reach outside of the university and into the neighbourhood.

Phone: 2508513204, Email: Kamloops-newsroom@pattisonmedia.com

• Kamloops This Week – Print and digital publication

A widely read local newspaper, both in print and online. By getting coverage here, you’ll reach a wide range of Kamloops residents who may be interested in supporting or attending the event.

Phone: 2503747467 

• Kudakwashe Mutizhe (Executive of TRUSU Entertainment Committee)

This committee is already in charge of planning a lot of events on campus on TRU that have great turnouts so they have access to resources that can help make that event a success

Email: w.kuda@trusu.ca

• Heather Macleod – Interim Department Chair of Faculty of Arts 

She can help promote the event to faculty and students in journalism, media, and related fields through departmental channels.

Phone: 2508285149, Email: hmacleod@tru.ca

• Loshima Shongo – The International Students’ Representative

She can help promote the event to TRU’s diverse international student community and ensuring larger engagement through student networking 

Email: l.shongo@tru.ca

•  Radio NL – Local talk radio station

As a well-known local talk radio station, Radio NL can promote the event through their programming, reaching commuters and other listeners who may not be on social media but are interested in local news.

Phone: 2503722292, Email: info@radionl.com

• Gregory Anderson – Dean of the Faculty of Science

He can help promote the event to science students and faculty, expanding The Omega’s reach beyond arts and journalism to include diverse academic perspectives and interests.

Phone: 2508527137, Email: ganderson@tru.ca

• Dr. Michael Henry – Dean of School of Business

He can help promote the event to business students and faculty, encouraging future entrepreneurs, marketers, and leaders to contribute to The Omega’s coverage.

Phone: 2508526290, Email: mihenry@tru.ca

1. Baldev Pooni – Dean of Trades and Technology

He can help promote the event to students in this field, ensuring The Omega reaches a wider audience and includes diverse perspectives from TRU’s trade and technology programs.

Phone: 2508285110, Email: bpooni@tru.ca

1. Adam Florence – Asssistant Teaching Professor in Culinary Arts

He can help promote the event to students in culinary programs, engaging them with content related to food, culture, and student life that may align with The Omega’s expanded coverage.

Phone: 2503715953, Email: aflorence@tru.ca  

1. Dr. Robert Higgins – Co-chair and Associate Professor of Biological Sciences Faculty

He can help promote the event to students and faculty within the biological sciences, showing them the importance of student journalism to a diverse academic community.

Phone: 2508285452, Email: rhiggins@tru.ca

1. TRU Student life

It is a great contact because it reaches a large audience of current students, promoting the event through Instagram and engaging them with visual content that aligns with student interests and campus life.

Instagram: trustudentlife

1. TRU Newsletter

It reaches a wide audience of students, faculty, and staff. Putting the press release in it ensures it’s seen by individuals who regularly read updates and are engaged with campus life.

Email:  celt@tru.ca

1. Kamloops Community Facebook Group

This group is a great way to connect with community members who might not be directly connected with TRU. A wider community connection can be developed, attract possible attendees from outside the university, and develop interest by posting the press release in this group.

Facebook: Kamloops Community (facebook group)

I will be posting content related to the assignments throughout the course in this section. Each post will give you practical examples of how I apply my theoretical concepts learned in class. The assignments are as follows:

1. Assignment 1: PR Portfolio Website – I’ll be using the TRUBOX platform to create my own professional PR portfolio website. The website will change as I complete assignments, acting as a central location for all of my work throughout the course.
2. Assignment 2: Press Release Writing and Distribution – I’ll be writing a press release for The Omega student newspaper’s relaunch event. I would also be developing a distribution plan to maximize its reach and impact
3. Assignment 3: Communications Plan, Press Release, and Blog Post – The main goal of this assignment is to draft a press release, blog post, and communications plan for a BC-based company’s CSR program. I’ll develop a deeper understanding of real-world PR procedures and create professional, web-based materials.
4. Assignment 4: Media Kit – I’ll be creating a digital media kit for an organization featured in the film Little Burgundy and develop a communications strategy for a related blog campaign. I’ll earn how to combine PR ideas and produce interesting web content.